Recently, one of my client’s requested that I review the site of their web designer/host (let’s call them WebDudes). I noticed that WebDudes’ site featured links to the websites of their key clients—presumably the list was pared down to just the firms that they were most proud to work with, either because of the final solution or because the client had a recognizable brand.
I thought to myself, ‘Gee, it would be cool to be one of those firms that every single service provider brags about working for.’ I reflected back to the days when I worked in-house for various AEC firms. I was always proud when I noticed that service providers—corporate lawyers; accountants; sub-consultants on our project teams; etc.—bragged about working with my AEC firm. And conversely, it stung a bit when my AEC firm was omitted from a ‘representative client’ list. During those rare times, I found myself wondering why we were not included. Were we a ‘bad’ client? Did we sever ties somehow? Were we not considered important enough relative to the other clients?
Keep in mind, even though AEC firms are servicing their clients, they themselves are also considered clients—to IT consultants; lawyers; accountants; commercial real estate brokers; specialty sub-consultants; etc. AEC firms should make it a goal to be considered ‘plum clients’ at best, ‘valued clients’ at worst!
These days as a sole proprietor, I am considered ‘the client’ to my webmaster, my accountant, and my sub-consultants (i.e. market researchers). I very much hope that those firms can say without hesitation: ‘Why yes, Scarlett Consulting is our client. We really enjoy providing services/products for them.’
Which leads me to you. Whatever your role in your AEC firm—a firm leader, manager, or doer—have you considered these two things:
1. On those occasions when your AEC firm is a client, are you in fact a good client? For example, let’s say you work within your firm’s business development and marketing department. You may have the need to hire an external graphics design firm; a professional photographer; a printer; a social media expert; or even a business development consultant like Scarlett Consulting. When you engage these services, you become the client. In what ways are you a good client? How could you be better? Sure, you are paying them to serve you. But make no mistake about it: long-term service provider relationships go both ways. Have you ever asked specifically how you can be a better client to your service providers?
2. How do you make your clients feel? When you are the client, you like to be flattered and respected. This means your clients also want to be flattered and respected. Do you overtly tell your clients that they are appreciated? Do you continuously make them feel important and cared for? When was the last time you overtly expressed these sentiments? Some of the larger firms do a good job profiling their favorite clients on their intranet, so that staff from all offices can share in the appreciation. I’ve seen some firms openly honor their best clients not only on their websites, but also in blog posts, advertisements, industry newsletters, social media, and beyond.
Next time you’re meeting with your internal team, why not take a moment to ask these two questions, and think about what your firm can do to both A. be better clients; and B. make your clients feel the love.