Better than the competition

Many marketers in the A/E industry refer to Weld Coxe, Hon. AIA, as "the father of A/E marketing." In 1983, Coxe published "Marketing Architectural and Engineering Services," which came to be recognized as the A/E marketing "bible." In 1990, the second edition of the book was published.

Now skip forward to 2012. I am FINALLY getting around to reading this book! And while I do take issue with some of what Coxe wrote almost 30 years ago (which is probably no surprise to my readers), I do think that most of his analyses, concepts and recommendations are as correct and relevant today as they were when the book was first published.

In the first 50 pages (that's what I have read so far), one of the ideas I like most, and find myself agreeing strongly with, is the following:

"There is always room... for somone [who is] providing something better than the competition."

This would seem like an absolute "no-brainer," but we have to keep in mind that whatever we say is "better" must be "better" from the client's standpoint. Too often, we make the mistake of presenting features that WE value that lead to benefits WE think are important, when we need to be presenting features and benefits THE CLIENT will value and think are important.

In the typical public sector A/E selection process, the client has three specific questions for which the A/E firm/team must be able to provide credible and supportable answers -- and those answers must be meaningful to the client. The three question are:

1. What projects have you done lately that are similar to mine?
2. What does your firm do that no other A/E firm does?
3. What does your firm do better than any other A/E firm?

If you can answer these three questions to the client's satisfaction, and provide compelling evidence that the client understands and values, you will be well on your way to making the short list. For example:

1. When you tell a client that you have just finished designing a building of similar size, scope and end use to his or her current project, you are answering question #1.
2. When you tell a client about a proprietary software you have developed that aids your technical folks in analyzing or designing some critical aspect of this type of facility, and that no other firm or team is licensed to use this product, you are answering question #2.
3. When you show letters from clients stating how much they enjoyed the experience of working with you, and point to your Malcolm Baldrige National Quality Award, making the case that you can provide better client service than other firms/teams, you are answering question #3.

CAUTION: In stating that you do something no other firm does, make sure this capability is truly unique to your firm. When stating that you do something better than any other firm, make sure your client testimonials are solid and their project contacts will give you stellar recommendations.

 

If any other firm makes the same claims in their proposal, and can support those claims, it can do serious damage to your credibility.

 

"The Ol' Cowskin"

(downtown Austin art-cow collection)