Golf and business. As synonymous as Caddyshack and…gopher hunting. Like a well-worn Tam o’ Shanter, the golf course continues to provide business professionals the perfect balance between the serious and delirious; a place for movers and shakers to let it fly (subsequently sigh or cry), and perhaps sign, ideally, on the dotted line (as opposed to the scorecard, which rarely pencils out). Each month, more deals are done on the fairways of the world than there are sandbaggers in all of this summers’ A/E/C tourneys.

Indeed, the links provide a lovely foil to the staid conference room or impersonal conference call. A place to connect, face to face, with those souls kindly giving you work and a chance to truly get sense of the value you bring to them as a trusted consultant. Or an earful about non-responsiveness. Either way, it’s a potential learning experience and quite possibly the only device to get any single person to hang out with you for four-plus hours, particularly a client who, under normal circumstances (and minus greens fees), might give you four-plus minutes.

So, here you are, on a brilliant sunny day, nice light-hearted energy among your group, and the potential of developing some strong relations with a client you’ve been trying to chat up for months. Things are looking good, like a wide open, gently curving fairway that plays perfectly for your draw. This is your moment. You tee it up, square up…and then look up and immediately duck hook it into that pond you couldn’t see from the tee.

This being as much a metaphor for addressing your client as your ball, it’s relatively easy to avoid shanking your otherwise solid performance out of bounds by heeding a few key, if obvious, offenses to fairway decorum:

Talk about golf, life, the weather, the latest Tiger Woods fail – anything you can think of before you resort to talking about business. At least serious business, and particularly in a first-time round with a client. That is the stuff of the stuffy conference room. While you are indeed playing 18 “for business”, and some day might roll out your development plans over the ball washer, make those initial interactions more about business-relationship building than business besieging. Because nothing may prove more damaging to your potential good will than interrupting your client’s perfectly serene day (admittedly, this is a phrase rarely applied to golf) on the course with something like business chatter. Remember: the worst day golfing is still better than the best day working.

Leave Crazed Competitor alter ego in the bag. Or at least measure your competitiveness with that of your playing partners before you: 1) issue a warning to your opponents that you are prepared to crush them each like your average 300-yard drive (even if that’s true); 2) laugh hysterically and offer a “nice shot” when your opponents launches aforementioned duck hook into Devlin’s Billabong; 3) even refer to your group members as opponents. This may set some to wondering what, exactly, a design-build effort would be like with you on board. And on that note…

Leave the obsequious bootlicking to groupies and political climbers. Nobody (the relatively normal among us anyway) likes to be fawned over. And they especially don’t like to be patronized. Even if you have the best of intentions, and you really did think your client’s pulled 3 iron into a squirrel’s nest atop the only pine tree on the hole was astonishing in its accuracy, perhaps you just enjoy that phenomenon internally. Of course, if your client says, “Did you see that? Amazing!,” instead of burying his club head into the ground up to the hosel, maybe your ensuing relationship will be fruitful indeed.

Let the course pro be the course pro and you be the average duffer. Author, John Gray, had this to say about unsolicited advice: To offer a man unsolicited advice is to presume that he doesn’t know what to do or that he can’t do it on his own. This is basically what you are telling your client when you start breaking down his takeaway, letting him know his head is up during his swing, or suggesting that he supinate his grip more in the sand bunker (even if that may help). No one likes having unsolicited advice foisted on them, especially by someone who is not getting paid to ply that trade by either them or that industry. Which begs one other nugget from Jack Adams: If it’s free, it’s advice; if you pay for it, it’s counseling; if you can use either one, it’s a miracle.

Pretend the golf course is a golf course and not a bar. The nineteenth hole. The roving beverage cart. The cart-mounted cooler. Al Czervik’s famous golf-bag tap handle. Imbibing is almost as much a part of casual golfing as swearing – both should be partaken of in small doses; both seem to help ease the pain of yet another bladed wedge; and both should be equally treated with a level of prudence. There are, as with everything, a couple of exceptions to this. The first is that your client is W.C. Fields and has actually appropriated the beverage cart and is doing donuts in the ground-under-repair. The second is that you are playing in the annual SMPS San Diego Golf Classic…

And that’s where we’ll be on June 1st. Coronado Golf Course. 11:30 am. Come out, connect, and break all the rules.

Visit the Golf Tournament website and register today! http://www.smpssd.org/golf-tournament

“Follow this example. I go to a car lot and see a truck I want to buy. I love everything about the truck, and it is exactly what I need. We start discussing price and your bottom price is around $20,000. Not wanting to jump to any quick decisions, I thank you and walk to the car lot across the street. Now at the car lot across the street, I see the exact same truck. Same features, same color, and same mileage. The only different thing about the truck is the price. On the window of the truck is an $18,000 sticker. The same truck, just $2,000 less. Why would I want to buy the truck at the other dealer?”

The Quote
This is a literal example of what is happening in the construction industry today. The quote above came directly from a potential client as we were discussing a new project for which we had submitted a proposal. Our business had been simplified to represent a new truck from a car lot, and a multi-million dollar contract was the sticker price.

Being Better Stewards
With the crash of the stock market and the recession, there is justification in being better stewards of our financial resources. Construction costs have hit new lows, and owners are looking to take advantage of the reduced prices. What most owners do not realize is that material costs have not decreased that much over the past several years. In fact, the costs of many materials have actually increased and are on the rise. Dropping costs in construction values have come from depressed labor pools and people willing to take less in hourly wage in order to stay busy and work. Regardless of the real cost drivers, the lower construction costs are forcing us all to be very tight with our bids. As we are discovering, there are a handful of low bid contractors that are making it difficult for others to stay in the black.

Adding Value
Internally, we began to discuss what things made us worth to pay the extra amount. What added value did we provide to the client?  We started a list: a unique delivery process, established industry relationships, proposed construction materials, unique technology tools, proven past performance with similar projects, and etc. These were all things that added additional value, and with a project of this size, they were all things that were very important for the project’s long-term success.

Creating Value
Our focus shifted to a goal to show the client how we created value. We demonstrated to them how we added value through our service, delivery, staff, and design ideas. We demonstrated value that warranted additional upfront investment to make sure things were done right the first time and that we would stand behind the end product. Value our competition did not have.

We Want You for the Job
After several negotiations, site tours, and meetings, we were eventually awarded the project close to the price we had originally bid. When we asked the client about why they selected us they answered, “We liked you guys. We felt comfortable that you would take care of us through this effort. Your past references spoke highly of your service, and in the end, we wanted you to do the job.”

We successfully communicated value.

For Value, Would You Consider Paying More?
Now if we were to go back to the car analogy - what if the $20,000 lot had a 200 point inspection on each car it sold before you drove off the lot? They also had a 100,000 mile full-service warranty on the vehicle, and the highest customer service rating in the City of any car dealer? What if you had a contact person at the dealership you could call at any time if you had questions concerning your vehicle as long as you owned the car? What if they checked in with you two times/year just to see how you were enjoying the vehicle? What if these are all things the other dealer does not offer. Would you consider paying more? Yes, they are both selling cars, but they are not both selling ‘value.’

We need to spread the message of value in this world of price-driven commodity.
It is often a tough sell, but when done right, we will have happier owners, and our
industry will be able to thrive once again.

by Timothy B. Barr, CPSM
Director of Business Development and Marketing
Legacy Building Services, Inc.

The body of marketing knowledge is constantly evolving and marketing, communications, and business development professionals need to constantly rethink their marketing and sales strategies. Various approaches have been used to take marketing to new frontiers. What are they and how can you adapt them to your firm? Competition is fierce and unless your hit rate is 100%, there’s always something new to learn. This is an opportunity to learn from the best. SMPS is proud to welcome seven SMPS Fellows from the Pacific Region to lead the discussion and stimulate debate on this increasingly important topic. Situated in an intimate “fireside chat” format you will be up close and personal with some of the top marketing professionals in the country for an open, candid exchange.

After the Fellows Forum, please join us for a networking event with the Fellows and other attendees.

Our panel of experts: 

• Nancy Egan, FSMPS, Principal, New Voodoo, Venice, CA
• Frank Lippert, FSMPS, CPSM, Associate, Director of Marketing, David Evans & Associates, Portland, OR
• Thomas E. Smith, Jr., AICP, FSMPS, CPSM, President, BonTerra Consulting, Los Angeles, CA 
• Bill Strong, FSMPS, Principal and Director of Marketing, Mahlum, Seattle, WA
• Marion Thatch, FSMPS, CPSM, Oakland, CA • Carla Thompson, FSMPS, Principal, Global Marketing Director, MulvannyG2 Architecture, Bellevue, WA
• Howard Wolff, FSMPS, Most Senior Person, Full-Height Advice, Honolulu, HI

Wednesday, February 15th, 1:30-4:30pm, Manchester Grand Hyatt, Randle Ballroom D

$80 for SMPS members $95 for non-members (Non-Conference attendees can register for just this event!)

Register on the PRC website at http://www.smps-prc.org/program-events/navigate-the-future/

Do you enjoy attending conferences as much as I do? Meeting new people, exposure to new ideas and idealism are all infectious. But a week after the conference is over, what really sticks with you? Is your investment of time and money worthwhile? Here are 8 Tips for marketers to get the most out of attending your next conference. 

1. Choose The Right Conference
It’s tempting to only attend conferences where your tribe gathers (fellow marketers, architects, engineers, etc.). This can be good for teaming, but also choose conferences where potential clients gather. Ask your current clients, in your targeted industry, which conferences they attend. Then consider who the speakers and attendees will be. I’ve found that regional conferences like SMPS The Wave offers more intimacy and a higher concentration of potential clients than national conferences.

2. Don’t Just Attend
A great way to build brand awareness for yourself and your firm is to be visible at a conference. The best way to do this is get on the agenda as a presenter. Start with being a panelist in a breakout, then a sole presenter. Move your way up the food chain to be a panelist or keynote speaker in a main session. Conferences typically put out a request for presenters at least 6 months prior to the event. Another great way to build visibility at a conference is to be a sponsor (but only if this allows for personal introductions to VIP organizers or attendees). Consider volunteering to help organize the conference in a way that allows you to demonstrate your talents, or develop a new skill. In short, connect yourself to the conference to benefit from the halo effect.

3. Pre-Conference Networking
Conferences always announce speakers before the event as a marketing tool. Determine which speakers you would like to meet and start following them on Twitter or subscribe to their newsletter. Help to promote their session at the conference by tweeting something like “I’m excited to learn from @lecoursdesign at the @SMPStheWave conference.” Genuine flattery will make you more memorable when you actually meet the speaker at the conference. The previous tweet also helps to promote the conference itself which might gain you an extra drink ticket from your new friend, the conference organizer. Conferences will often pre-announce attendees. This is a great opportunity to reach out to those you’d like to meet. Pre-arrange meeting for a meal, or for coffee during a break, because nobody likes being that lonely guy standing around trying to look occupied.

4. Planning, Goals, and Flexibility
Once the conference starts, it’s easy to simply follow the herd. But you need to be selfish to make sure your needs are met. Get clear on why you are attending a conference before you register. This can be your purpose. Then set some goals that will support that purpose. For example, you may want to meet 5 new client prospects, gain 3 new blog ideas, or find 2 potential teaming partners. Look through the conference agenda to make a tentative schedule for the sessions and breakouts you prefer to attend. Then be flexible enough to adapt when Seth Godin asks you to lunch because you pre-conference tweeted about his session.

5. Capture Content Digitally
I am migrating from taking handwritten notes in a notebook to using a laptop, and eventually a tablet. My handwriting can be illegible and I often use my notes as content for this blog so going digital is more efficient. By capturing your notes digitally, you eliminate the intermediary step of having to transcribe your notes. This increases the shelf life of that content. For visuals, use your smart phone or digital camera to capture key slides of a presentation. Digital video or audio capture is another great way to make sure you don’t miss a word.

6. Share What You Learned
It’s been said that you don’t really know a subject until you teach it to someone else. A great way to digest the knowledge you consumed at the conference is to share it with others. Those that weren’t able to attend the conference will appreciate this. Those that did attend will appreciate a review, and also hearing about alternate breakout sessions that they were not able to attend. One way to share is to live tweet those nuggets of wisdom your followers would appreciate. Or, share a blog post about individual sessions or highlights of the entire conference.

7. Meeting New People
A big motivation for me to attend conferences is to meet new people. But as an introvert, this can be challenging. Introducing oneself is awkward for most people. An effective icebreaker is to ask “what did you think of the previous speaker/session?” or “what’s the best thing you’ve heard at this conference?” There is no doubt that you’ll be asked “what do you do?” or “where do you work?” Have a self introduction that is intriguing enough that people will ask follow-on questions. For more info on writing a good self introduction, click here. A final tip is to eat lunch with people you don’t know. One of my best friends today is someone that I met at lunch at a conference over five years ago.

8. Absorb As Much As Possible
Conferences can be physically, mentally and emotionally tiring. Sleep on the plane or when you get home. Seize every opportunity that the conference offers to get a full return on your investment. Some of the best conversations and connections get made around the periphery of a conference. I’m still kicking myself for not joining a group going out after SMPS The Wave. I missed out on a live mermaid swimming in a giant tank. It even inspired Josh Miles to write a great post How a Mermaid Got Me Talking About a Brand.

I hope these tips are useful for you to get the most out of a conference. What have I missed? What are some strategies you use when attending a conference?

Visit LecoursDesign at http://www.lecoursdesign.com/

• One (1) FREE SMPS San Diego Luncheon registration
• One (1) FREE SMPS San Diego Webinar registration
• One (1) FREE SMPS San Diego Networking Event registration
• One (1) FREE SMPS Golf Classic Single Golfer registration *
• One (1) FREE SMPS Golf Classic Regular Hole sponsorship *

Special thanks to our speakers, Mike Woomer – San Diego State University, Brad Fenton – CSU San Marcos, and Jim Austin – Mira Costa College.

Our pre-show began with a visit from Ron Burgundy…

I would like to thank everyone who attended our December Holiday event and fundraiser at Fifty Seven Degrees.Your attendance and support is greatly appreciated.

PRC is Coming to Town

With the holiday season behind us we can now switch our focus from Starbucks eggnog lattes, white elephant gifts, and ugly Christmas sweater parties to working on our resolutions for 2012 and making this year even better than the last, both personally and professionally.

If career growth is on your list of resolutions, allow SMPS to help. This year’s Pacific Regional Conference is coming to town on February 16-17, 2012. San Diego will host the third annual 2-day conference, which is being held at the Manchester Grand Hyatt downtown. Board Member and PRC Co-chair, Carina Theissen of Brown and Caldwell, has been busy (along with committee members) planning and preparing for the conference which will be attended by more than 200 marketing and business development professionals from Chapters across the Pacific Region. This year’s conference will offer three different tracks with over a dozen program sessions. If you are looking to attend a worthwhile industry event that encompasses two days of networking, learning, and development opportunities, I encourage you to register. Please go to www.smps-prc.org for conference details, sponsorship opportunities, and registration information.

Conjunction Junction…What’s Your Function?

Hooking up members with educational, motivational, and occupational knowledge is what we are all about! SMPS has something to offer every marketing and business development professional at every level. SMPS offers programs tailored to assist marketing coordinators, managers, and directors. From our Marketing Coordinator Workshop to our Mentor Protégé Program, you will fi nd development opportunities to suit a variety of interests.

If you are more of a social butterfly, SMPS has networking groups, monthly mixers, our annual holiday celebration, and a golf tournament that is highly regarded among industry professionals. If you are not already a member, allow SMPS to be the organizational junction to your occupational function. This March, SMPS will hold a Membership Drive where new members, existing members, and companies will have an opportunity to win free registration to our monthly luncheons, webinars, networking events, or our SMPS Golf Classic. Visit our Membership page on the website for more details. Information will also be provided at our monthly luncheons and via social media in the coming weeks.

We know there are many industry organizations in which you can get involved, and appreciate the members, sponsors, and presenters who have supported the SMPS San Diego Chapter over the past several years. Without your commitment and involvement we would not exist. I can assure you that our Board of Directors is working diligently to uphold the organization’s commitment to engage, empower, and educate members of the A/E/C community, and I hope we can continue to count on your support and involvement as we kick off the New Year.

Cheers!!

Antoinette