Â
 How to ...
 Â(for new clients)
Â
 How to ...
 Â(for new clients)
How to ...
(for existing clients)
How to ...
(for existing clients)
|
... organize a client consultation from
Golden Questions and Platinum Responses.
|
| Few design professionals are reluctant to talk about what they do or the problems they can solve – once a problem is presented. Answers to golden questions contain problem statements. The Platinum Response offers a resolution of the client’s problem that aligns with your features. Questions are only golden if their answers lead to Platinum Responses. (See “DOAs” below)
An answer that sets-up a Platinum Response ignites a design professional’s instinctive love of his or her work. Once that ignition takes place, no reinforcement is needed – or useful – for relationship development between the designer and the client. The client has the problem and the designer has the solution, it’s a simple as that.
More important, this answer comes in the client’s own words. Your preparation – and your question – set the stage, but you don’t know how the client is going to describe the problem until he or she provides the answer. Then you can connect your feature directly with the client’s need with their words in answer to your question as the bridge.
Here’s how such an encounter might sound. | 
|
| Step 1: Introduction  “I see your picture from the New York marathon last year; have you run many races?”Â
| There are clues in every office to indicate what’s important to people. Use them to start the conversation. If there are none, that’s a clue that they’re not inclined to small talk – plunge right in to Step 2.
|
| Step 2: Opening  “ABC Design provides architecture and engineering services throughout this region, but before I tell you about us, I’d like to learn more about your organization. Is it OK if I ask some questions and take a few notes?”
| This is the entry point to the Golden Questions. The importance of notes is that they let you align the answers with your benefits for the summary (below).  Also, taking notes allows you to bring a pad with your golden questions and platinum responses written on it, with space in between for the client’s answers. The importance of asking permission is that it signals your respect for the answers you will get.
|
| Step 3: Golden Questions  You’re loaded with good things to talk about at this point because you’ve prepared the questions and maybe even practiced them. Certainly as you use this system repeatedly, you will gain confidence in the questions. Ask all the questions and take notes to link the answers to your features.  Â
| There’s a temptation to “pounce” on each answer with your platinum response. But that creates a roller coaster effect in the discussion. Remember the physician; ask all the questions before your render the diagnosis.
|
|
Some answers are DOA – dead on arrival. These are responses from the client that are not aligned with your features. Either you don’t do what they want, they don’t want what you do or both. Put a mark on your pad to exclude these from your summary and move on to the next golden question.   Don’t try to resuscitate a DOA answer. No matter how much fun you have talking about features that don’t apply to the client, you have just proven by your questions that the client does not value them. Leave them out. By focusing tightly on the client’s needs and wants, your summary alone will be so markedly different from what they normally experience that you will immediately be building chemistry, trust and confidence.
|
| Step 4: Platinum Responses “Thank you for this information, it helps me understand how we can help. You mentioned that typically you find projects falling behind schedule because …
| Don’t use the typical litany of facts about your firm, staff credentials, etc. That’s even more boring for the client than it is for you. Go back to their answers and connect each instance where your feature provides a markedly different experience in the design process than the client indicated has been the case on their projects. Use your illustrations, but selectively so they bear specifically on the platinum answer. Repeat this step until you have covered all the Platinum Responses, leaving out all the DOAs.
|
| Step 5: Call for Action   “How close would you say my assessment is to yours?” Confirm that your summary sounds correct to the client and discuss any adjustments he or she suggests. “What would you suggest as the next steps?”  Â
| You might consider providing a written summary. At this point you are already adding value for the client and building a relationship that will give you an odds-on position in the selection process. Put the responsibility and authority on the client to suggest moving forward. It would be irrational not to take some next steps, so the client will come up with something, and then you’re not pushing, you’re serving.
|
|
... organize a client consultation from
Golden Questions and Platinum Responses.
|
| Few design professionals are reluctant to talk about what they do or the problems they can solve – once a problem is presented. Answers to golden questions contain problem statements. The Platinum Response offers a resolution of the client’s problem that aligns with your features. Questions are only golden if their answers lead to Platinum Responses. (See “DOAs” below)
An answer that sets-up a Platinum Response ignites a design professional’s instinctive love of his or her work. Once that ignition takes place, no reinforcement is needed – or useful – for relationship development between the designer and the client. The client has the problem and the designer has the solution, it’s a simple as that.
More important, this answer comes in the client’s own words. Your preparation – and your question – set the stage, but you don’t know how the client is going to describe the problem until he or she provides the answer. Then you can connect your feature directly with the client’s need with their words in answer to your question as the bridge.
Here’s how such an encounter might sound. |
|
| Step 1: Introduction  “I see your picture from the New York marathon last year; have you run many races?”Â
| There are clues in every office to indicate what’s important to people. Use them to start the conversation. If there are none, that’s a clue that they’re not inclined to small talk – plunge right in to Step 2.
|
| Step 2: Opening  “ABC Design provides architecture and engineering services throughout this region, but before I tell you about us, I’d like to learn more about your organization. Is it OK if I ask some questions and take a few notes?”
| This is the entry point to the Golden Questions. The importance of notes is that they let you align the answers with your benefits for the summary (below).  Also, taking notes allows you to bring a pad with your golden questions and platinum responses written on it, with space in between for the client’s answers. The importance of asking permission is that it signals your respect for the answers you will get.
|
| Step 3: Golden Questions  You’re loaded with good things to talk about at this point because you’ve prepared the questions and maybe even practiced them. Certainly as you use this system repeatedly, you will gain confidence in the questions. Ask all the questions and take notes to link the answers to your features.  Â
| There’s a temptation to “pounce” on each answer with your platinum response. But that creates a roller coaster effect in the discussion. Remember the physician; ask all the questions before your render the diagnosis.
|
|
Some answers are DOA – dead on arrival. These are responses from the client that are not aligned with your features. Either you don’t do what they want, they don’t want what you do or both. Put a mark on your pad to exclude these from your summary and move on to the next golden question.   Don’t try to resuscitate a DOA answer. No matter how much fun you have talking about features that don’t apply to the client, you have just proven by your questions that the client does not value them. Leave them out. By focusing tightly on the client’s needs and wants, your summary alone will be so markedly different from what they normally experience that you will immediately be building chemistry, trust and confidence.
|
| Step 4: Platinum Responses “Thank you for this information, it helps me understand how we can help. You mentioned that typically you find projects falling behind schedule because …
| Don’t use the typical litany of facts about your firm, staff credentials, etc. That’s even more boring for the client than it is for you. Go back to their answers and connect each instance where your feature provides a markedly different experience in the design process than the client indicated has been the case on their projects. Use your illustrations, but selectively so they bear specifically on the platinum answer. Repeat this step until you have covered all the Platinum Responses, leaving out all the DOAs.
|
| Step 5: Call for Action   “How close would you say my assessment is to yours?” Confirm that your summary sounds correct to the client and discuss any adjustments he or she suggests. “What would you suggest as the next steps?”  Â
| You might consider providing a written summary. At this point you are already adding value for the client and building a relationship that will give you an odds-on position in the selection process. Put the responsibility and authority on the client to suggest moving forward. It would be irrational not to take some next steps, so the client will come up with something, and then you’re not pushing, you’re serving.
|
|
| |