Customer Focus - Freese and Nichols, Inc. 3 - Customer-Market... · Customer Focus No Hedging on ....

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Customer Focus No Hedging on Customer Needs Pam Fry Marketing Manager

Transcript of Customer Focus - Freese and Nichols, Inc. 3 - Customer-Market... · Customer Focus No Hedging on ....

Page 1: Customer Focus - Freese and Nichols, Inc. 3 - Customer-Market... · Customer Focus No Hedging on . ... Plan (Blue) Sales Call Plan (Green) Miller-Heiman Sales Tools . ... SSO/Blue

Customer Focus No Hedging on

Customer Needs Pam Fry

Marketing Manager

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Freese and Nichols, Inc. • Multi-service engineering,

architecture and environmental science firm

• 117-year history means experience, strength and stability

• 12 offices, all in Texas • More than 450 experienced

professionals, technical experts and support personnel

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Freese and Nichols, Inc.

Channel Restoration Provides Bridge over Troubled Water University Channel Erosion Restoration

MARKETS: Municipal SERVICES: Storm Water, Construction Services, Environmental Science, Permitting, Structural

Presenter
Presentation Notes
Example of involving end-users in developing a design to meet our clients and their clients needs. Freese and Nichols provided erosion and flood control solutions for approximately 3,700 linear feet of University Channel in Garland, Texas. The project included three major components consisting of channel design, improvements to a local storm drainage system and improvements to a pond at the downstream end. This project required extensive public involvement as the improvements were located along the back of approximately 60 homes. FNI used in-house fluvial geomorphology expertise to incorporate grade control structures and techniques such as rock riffles and rock drops. FNI also explored alternative channel materials and minimized hard armoring to use natural design techniques. The result was a project that was publicly accepted and permitted as a self-mitigating project through the USACE under a Nationwide Permit. The project received the Engineering Excellence Gold Award, Texas Council of Engineering Companies
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97 98 99 00 01 02 03 04 05 06 07 08 09 10

Mill

ions

Net Bookings

CI with Our Clients

Client Sat Surveys

Client-Centered Marketing

Hedgehog Concept Integrated

Sales System

New Internet Site

New Sales Structure

Client Seminars

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Hedgehog Concept

Be the very best at client service, resulting in long-term mutually beneficial relationships

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• Studies show that converted complainers are more loyal than any other type of client

• Ask our clients how we are performing • Ask what we can do to improve our service

Encourage Clients to Complain

Presenter
Presentation Notes
_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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5 Exceeds Expectations 4 Very Satisfied 3 Satisfied/Average 2 Somewhat Dissatisfied 1 Dissatisfied

Client Satisfaction Surveys

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• Schedule • Budget • Understanding

Client’s Need • Responsiveness • Communications

• Adaptability • Technical Proficiency • Innovation

– Creative Approaches – Alternatives Discussed – Cost Savings

recommendations

Top Box 5 Measurements

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Online Real-time Results

Cumulative Client Survey Results for 2010

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Client Satisfaction Survey Results

Year Number Surveys

Sent Surveys

Returned Unique Clients

TB5 Rating

Return Rate in % Top Box 5 % Average

Score

2010 Year 8 278 92 78 43 33.09% 46.74% 4.7

2009 Year 7 304 123 92 63 40.46% 51.22% 4.7

2008 Year 6 345 134 113 73 38.84% 54.48% 4.6

2007 Year 5 241 91 77 42 37.76% 46.15% 4.6

2006 Year 4 209 95 80 35 45.45% 36.84% 4.7

2005 Year 3 276 110 74 37 39.86% 33.64% 4.7

2004 Year 2 221 83 57 30 37.56% 36.14% 4.6

2003 Year 1 356 105 90 31 29.49% 29.52% 4.5

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Overall Client Satisfaction

3.0

3.5

4.0

4.5

5.0

2006 2007 2008 2009 2010

Ove

rall

Clie

nt R

atin

g Overall Client Satisfaction

Municipal WD/RA Emerging FNI Overall

Good

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The single most important talent in selling professional services is the ability to understand the purchasing process (not the sales process) from the clients’ perspective.

How Clients Choose

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Integrated Sales System

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• Large Account Management Plan (LAMP)

• Strategic Selling

• Conceptual Selling

LAMP Plan (Gold)

SSO - Single Sales Objective Plan (Blue)

Sales Call Plan (Green)

Miller-Heiman Sales Tools

Presenter
Presentation Notes
This client-focused sales training includes three modules, each of which result in actionable plans. These tools serve three distinct areas of the sales process, and fit together to provide a map to guide you throughout the process.
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• The LAMP Plan or Gold Sheet: – Focuses our plans on client needs – Helps identify our strengths and weaknesses with the

client – Requires client teams to work together – Step-by-step method of developing a sales and marketing

action plan for this client – Helps identify other services which may benefit the client

Sales Tools

Presenter
Presentation Notes
Well accepted, excellent teamwork developing Will be completed for Key Clients this year and many Emerging Key Clients Key Client Reps have been trained in the LAMP classes
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LAMP Plan/Gold Sheet

• Client retention: • 42% of Key Accounts for more than 30 years • 71% of Key Accounts for more than 10 years

• Measure depth of relationship, building toward trusted advisor

• Manage relationships with clients

Presenter
Presentation Notes
Buy-Sell Hierarchy – A tool for thinking about long-term account relationships and their value to the client. There are five levels of the buy-sell hierarchy ranging from producing products/services that meet specifications to contributing to organizational issues.
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LAMP Plan/Gold Sheet

• Define how you

would like clients to view Freese and Nichols

• Set goals to reach that position

• Define Sales and Support programs such as FN University classes, key client visits

Presenter
Presentation Notes
The entire middle column of the LAMP Plan is the Strategy portion Charter Statement – The essence of your long-term strategy with a particular account. It reflects what you’d like the account to look like in two to three years. Goals – Qualitative statements of how you want to position yourself in the Field of Play one to three years out. Focus Investment Decisions – An organizational resource you can leverage to help the customer gain its opportunity. Focus investments are high-level, long0term and tied to one or more goals. Stop Investment Decisions – Stop Investment decisions identify energy and resources that are no longer critical or effective.
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LAMP Plan/Gold Sheet

• Action plan – electronic reminders • Build a client-centered culture • Share with project team so all are in sync

regarding client relationship development

Presenter
Presentation Notes
Best Action Plan Action Items e-mailed to responsible party, reminders
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• Strategic Selling focuses on projects called SSOs (Single Sales Objectives) – SSO Plans (Blue Sheets) help define a process to position

us for winning the project – Helps develop a strategy to build relationships and prepare

to win the project long before an RFP is issued

Sales Tools

Presenter
Presentation Notes
These project or SSO Plans help develop a strategy to position us to help our clients during their decision-making process, before it is finalized and the project is defined This will be used primarily by Client Reps and come PMs. Teams will be formed as needed to work on them.
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SSO/Blue Sheet

• Help manage client relationships • Define clients roles, area of influence, needs

and wants • Provide an opportunity to better understand

client purchasing decisions

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• Conceptual Selling focuses on Sales Calls – The Sales Call Plan (Green Sheet) provides an

outline for planning a sales visit – Provides a format to help build credibility – Teaches a questioning technique that is

conversational and provides much more relevant information

Sales Tools

Presenter
Presentation Notes
The Sales Call Plan helps make client visits more comfortable; more useful to clients Uses natural discussion elements and techniques Makes optimum use of short visits
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Sales Call Plan/Green Sheet

• Helps manage client communications

• Listening to clients needs, wants • Building credibility • Providing opportunities for

clients to express concerns, satisfaction or dissatisfaction

Presenter
Presentation Notes
Unique Strengths - Elements which make your solution significantly different from those being offered by your competition.
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Integrated Online System

Presenter
Presentation Notes
User friendly online system for entering Gold Sheets, SSOs and Sales Call Plans Accessible to entire staff through our Intranet Linked to BST, Client mailing list database, e-mail system - reminders
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Projected Bookings

07 08 09 J F M A M J J A S O N D 2011YTD Bookings WBNA (2010 & Prior)Remaining 2010 SSOs Past Due SSOsYTD Bookings Target

Good

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• Improvements to Customer Listening – Client Think Tank Panels – Proposal Debriefings

• Client Satisfaction Survey Revisions – Comparative Questions – Added Data Point

Continuing Our CI Journey

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Thank You Questions