Full Sail Partners Blog | Kevin Hebblethwaite

Your clients need you to be successful. Think about it – would the alternative be a great experience for them? Relationships in the professional services industry are interesting animals that need specific care and feeding to fully develop. It’s not easy, and I certainly don’t claim to have it all figured out. However, you can be certain that your client relationships are getting stronger when asking hard questions doesn’t seem so nerve-racking. So, when the relationship IS there, you can ask almost anything. Here are a few questions that come to mind – and please paraphrase if using them in client discussions.

Are you REALLY ready to commit funding for professional help?

Mama always said, “Don’t talk about your money,” and per Kenny Rogers, “You never count your money while you’re sittin’ at the table.” While money is a very sensitive topic, we know from economics class, that business transactions involve the exchange of goods or services for compensation. Without the compensation part, it’s no longer a business transaction. In that context, we must recognize both the sensitivity AND the importance of money in our client relationships. We can treat it carefully, but we certainly can’t shove it under a mattress. Sorry, Mama.

Some potential clients truly aren’t ready to pay for your help. And that’s OK! Regardless of the reason, you can still give those prospects a wonderful experience. Getting to know your firm and helping them understand the value you bring with your paid expertise offers the chance to keep in touch for future initiatives/challenges/projects.

When the timing and value equation IS a match, keeping your client projects and relationships in good financial health is imperative for all parties involved. The client has expectations about your service delivery and outcomes, and your firm has expectations about meeting its cost obligations and returns on the owners’ equity. Getting that value equation right will reward your clients AND your firm.

How can we best serve you in conjunction with your internal resources?

Part of the mystique of developing business in professional services is finding the right match between the client’s ongoing business challenges and “how much” of your expertise to throw at them. We’ve all been in those situations where the outcome felt like we did too little/too much. Most professionals in their area of practice, of course, are pretty good at assessing whether clients have [no/some/significant] internal expertise of their own. Whatever the case, we can’t just assume no expertise, or worse, stop the pursuit because they seem to have more experts than we do.

Figuring out where and how your firm’s knowledge and capabilities fit in is crucial! You’ll find the need to address this balance in all kinds of professional disciplines – the built environment, accounting, legal, information technology, and many more. One example might be when your client must manage the replacement of a key employee whose role is involved in your area of expertise.

Your engagement with this client might be more focused and short-term, but if you are able to strategically line up a handful of clients who consider you “first call” for that situation, the experience can be very rewarding. Some clients choose to not maintain a certain expertise on payroll. The outside professional may desire an expanding scope, but he or she should still proceed cautiously to make sure there is clarity with the client’s reasoning and expectations of our delivery. As you’ve heard many times, seek to understand before needing to be understood.

What outcomes from our work would cause you to laud us among your closest peers?

This question is more common, and maybe even more uncomfortable, but very important. The professional’s best client development tools are the references, referrals, and introductions from other extremely satisfied clients. While it’s helpful to promote the “50 times we’ve done that before on other projects,” it’s preferable to have a solid group of existing clients who will happily describe HOW you did it for them.

Having cheerleaders for your awesomeness are indispensable. Yet, professionals often struggle with the challenging work of developing a process to nurture, catalogue and leverage them. Starting with the important questions will help. Remember, your clients are also motivated to see successful outcomes from your work together.

Ask, Ask Away

You can probably come up with other important questions that you wish had been asked earlier in certain client relationships. Like with most skills, practice makes perfect. Think of several of your best existing clients and seek their input on how to address the tough topics in new relationships. They’ll likely be honored to help, and you’ll be making that relationship even stronger.

Now that I have your attention, I must admit I totally hijacked that title from my good friend and fellow Full Sailor Rana Blair. In January, she presented a webinar on using Deltek Vision’s iAccess features to enhance the project management function of your firm. It was such a big hit, that we decided to continue the conversation in February. We’ll shift the focus to iAccess’ capabilities for enhancing client/contact management, tracking your pipeline of new work, and preparing for Vision’s future.

I’m convinced Rana was right. We’re at a point where there truly are NO MORE EXCUSES. Now is the time for all good client-facing associates in professional services firms to have immediate access to critical client information. If you don’t, no big deal, your competition will figure it out for you.

Commit to Using Deltek Vision as Your Corporate Contact Manager

It still boggles my mind how many Deltek Vision users don’t do this, sometimes even with the CRM module in place. One of my favorite parts of the module is the remote access to Vision CRM through iAccess. You can roll out access to critical client and contact information to anyone with a license and a data connection. While we typically refer to the CRM module as more of a marketing and BD toolset, contact information is used across the entire firm.

While iAccess screens possess many of the same fields and functions as the traditional “smart client” for Vision, you can easily arrange for custom tabs and fields to appear as well. None of this works, of course, unless you’ve done a decent job at migrating existing critical data and launched a good process for capturing additional information as it comes into your firm.

Gain Clear Insight into the Next 6 to 12 Months of New Work

Pipelines do not have to be complicated, but at a minimum, they should allow your firm to pull from existing client information and maintain a weighted list of future revenue estimates. The basic information required to do this (client, name of pursuit, estimated revenue, start date, and finish date) is typically best-known by the individuals closest to the client. iAccess can assist you by minimizing the distance between those individuals and the fields where you house the information.

If you’re already well-versed at managing Opportunities in Vision, consider iAccess as a tool in your bag to help key rainmakers maintain and update information they typically receive first. Dictating updated information about an opportunity directly into a Vision record using your iPad isn’t all that far-fetched anymore. It can also be used for basic reporting to help the same people avoid stepping on each other’s toes with large clients. Distributed pipeline information in iAccess, built on Vision’s core foundation of clients and contacts, could give your business development team a great boost.

The Future of Deltek Vision Looks Like iAccess

If you’ve not heard of Deltek for Professional Services (DPS), the “reimagined” next iteration of the Vision platform, now’s the time to start thinking about when and how your transition will take place. While thinking ahead with your software vendor’s developing capabilities in mind is always a good idea, this transition is particularly important for Vision users. Many key characteristics of DPS are already present in Vision’s iAccess screens. With iAccess in Vision 7.6, you can start getting users comfortable with the browser-neutral and device-agnostic features that will eventually be pervasive throughout the DPS platform.

Not Quite Convinced Yet About iAccess?

Feeling a little uncomfortable with all this new stuff in the Deltek environment? Join me for some more discussion on iAccess and we’ll do our best to help you get there. We believe taking advantage of these capabilities will help you get the most value from your system and allow you to enhance your clients’ experiences with your firm!

There is no shortage of ways for professional services firms to solicit and capture client feedback. Some firms structure their initiative as a once-a-year check-in with repeat clients while others hire outside consultants to conduct third-party client satisfaction interviews. In a previous posting, we reviewed why you might want to start a feedback program. Now let’s discuss specific tools that will help with starting one.

The feedback approach we like to use at Full Sail Partners includes:

• Several “milestone events” throughout the course of complex projects
• Billing thresholds for clients using a la carte services

By identifying this schedule of feedback events in advance, our clients know what to expect of the process and can effectively participate. We manage our program with The Client Feedback Tool from Client Savvy (CFT).

Surely our Existing Data is Worth Something 

When we first started our program, we strategically knew that:

• We would need to scale the volume of feedback without a proportional increase in the program’s administration time
• In Deltek Vision, we already had a system housing key data needed for the program – contact and company names, email addresses, project records, and various other meta data
• Both Deltek Vision and Client Feedback Tool were designed with available API interfaces 

Enter the Blackbox Vision Connector for Client Feedback Tool (VC4CFT) – a pre-built integration between Deltek Vision and CFT. This solution allows us to leverage the existing information in our database, improve consistency across the two platforms and decrease the amount of time needed to manage our routine client feedback program. 

How Does it Work? 

If you’re familiar with how Vision functions, you already know that all operational activity in the system is oriented around projects. Whether you’re completing a schematic design or purchasing paperclips, your work will eventually hit a project in Vision. Managing feedback is setup the same way and all information needed for the process of requesting client feedback is gathered in a project record. While this is typically a “Regular” project, if we’re seeking general feedback from a cross-section of our client base, we just gather those contacts together in an appropriate general project in Vision, either by creating it for that purpose or using one that already exists. 

VC4CFT allows our project managers to send feedback requests in one of two ways:

1. Anytime desired directly from the Project record in Vision
2. As part of the batching function that seeks out eligible projects based on pre-determined rules

For example, during our implementation projects, we first like asking for feedback after we’re about 30% complete. The Connector’s workflows know to look for projects that have recently crossed that milestone based on financial records. Usually about once per month, we have the Connector lookup all the projects that apply under all the rules we’ve put in place. With quick input from the project managers, we’re able to assemble a list of surveys that can all go out at once, driven from a single point of administration. 

Hmm…How Interesting! 

As our clients provide feedback (and we thank you for it!), general information about the feedback history is returned to Vision through the Blackbox Connector. Whether looking at aggregate response rates or figuring out why that one person always opens our requests but doesn’t complete the survey (you know who you are), the most important objective is to enhance the client experience. The combination of Deltek Vision, the Client Feedback Tool and the Blackbox Connector allows us to further leverage our core client information, turn feedback strategies into scalable routine processes, and most importantly, improve the experiences our clients have while working with us.

As the leaves change from a cool green to the burning hues of fall, you can almost hear the annual groan that emanates from marketing and business development departments everywhere as we ponder next year’s budgets. We’re feverishly cramming numbers into spreadsheets, struggling to get that final hit rate report from the ERP system, and perhaps even consulting with a local palm reader, all with the goal of accurately predicting the future - next year’s sales!

Review Your Professional Services Sales Vocabulary

Many of us in the professional services industry don’t approach our sales vocabulary as clearly as we should – or worse, it’s just that “s” word that nobody wants to talk about. Let’s quickly review some common numbers:

1. New Backlog. The rest of the world usually calls this number sales. It generally answers the question about the measured period, such as, how much NEW billable work did we book/contract/sell? You might sell the project one year, but could deliver it over several years.
2. Earned Revenue. This number values the work we actually did in the measured period, and is recognized as such, whether we billed for it or not. Learn more about earned value in this article.
3. Billings. This number is the total of all the invoices your firm sent in the measured period. Again, depending on how you count the beans, this number may or may not match Earned Revenue.

It’s imperative that that we clarify exactly which thing we’re budgeting. Most professional services firms have a theoretical limit to what they can deliver, based on staff size and utilization. But is there a limit to how much new work you can sell? Hmm.  

Mix Your Sales Sauce

Here’s the point – these numbers all work together, but marketing and business development departments are usually focused on “New Backlog” when discussing sales. So, where does New Backlog come from? It comes from the strategic combination of two variables: Stuff you sell and Clients. Your job is to figure out the best mix of these combos to achieve the firm’s overall growth plans. Easy right?

Let’s have a brief look at the different ways we can combine our New Backlog variables.

Combo 1 - Sell the same stuff to existing clients

Unless you offer bread, milk or toilet paper, this combo can only take you so far. If you sell a corporate headquarters design project to ACME, Inc., when will they buy the next one? Large retail rollout programs and compliance-required assessments/surveys/reviews are good exceptions to this challenge. Watch out for “better, faster, cheaper” competitors led by well-dressed daredevils focused on Combo 4.

Combo 2 - Sell the same stuff to new clients

We should always analyze how to position our core offerings to new clients – in new markets or new geographies. Most of us claim about 80% of our New Backlog is repeat work, so that means 20% has to come from this combo and Combo 4. Leverage your highly experienced professionals who like to build new relationships.

Combo 3 - Sell new stuff to existing clients

Maybe ACME, Inc. doesn’t need a corporate headquarters designed this year, but really needs help with a facilities management system. Here’s a little secret: Your existing clients trust you and would prefer to buy new stuff from you rather than from someone they don’t know. Build internal partnerships between your key relationship managers and the technical leader(s) of the new stuff. Watch out for experienced competitors focusing heavily on Combo 2.

Combo 4 - Sell new stuff to new clients

Break out the phone books and line up the cold calls! OK, that may be excessive, but this is definitely the final frontier in selling professional services. You’re convincing people who don’t know your firm to buy stuff for which you don’t have a track record. Totally possible, but not for the faint-hearted. This combo often requires strategic hires or acquisitions, which might be the only way to beat the competition in the other combos. You could get crazy and buy a new suit, but your competition in Combo 1 knows you’re coming.

Serving over Selling in Professional Services Industry

While we can’t completely avoid the annual budgeting process, we can look at it differently. You’re in the business of professionally serving others. Instead of simply looking for more projects, more offices, or more technical credentials, why not look for the best ways your firm can serve more people next year, and get paid for the value you created? Use the combinations above as a framework and correlate the targets for each to your firm’s overall strategic plan and annual business plan. Tada! Now you’ve got a growth target that everyone can embrace. Happy budgeting, and more importantly, happy serving!

We all regularly receive requests for feedback. I think I received at least 10 emails last week that were seeking my participation in a survey, most of which were post-transaction requests. For example, I received surveys after purchasing a sandwich, changing the oil in my car, and getting my hair cut. While I don’t really mind feedback requests from these businesses I use regularly, I’m just not very motivated to do surveys AFTER the transaction. The sandwich was either good or bad; the oil change was either efficient or not (preferably WiFi was provided in the waiting area). There’s very little any of these businesses can do to change my client experience after it’s over. 

Delivering professional services is a different kind of “transaction.” The client experience plays out over the period of time in which we are engaged with them as service providers. From the very first phone calls and kick-off meetings, our clients are experiencing what we have to offer – below, at or above their expectations. For those of us in project management roles with direct client interaction, it behooves us to keep tabs on their perceptions, especially the up or down changes as our work progresses so that we can make adjustments quickly and effectively. 

Quantitative tools are helpful, and can help pinpoint our focus on the movement of the client’s perceptions and our subsequent responses, rather than the particular “score” itself. In this context, ask yourself whether you really know whether your services are providing less than, exactly, or much more than what was expected. 

Managing a Portfolio of Client Feedback

Managing a strategic client feedback program in professional services can get pretty intense. Keeping up with many concurrent projects, all the related people who experience your firm’s work, and the needed follow-up can be daunting without some organizational tools. You should save as much time and energy as possible for feedback analysis and follow-up. Find ways to streamline the administrative part of requesting feedback. One tactic is to use as much of your existing data as possible – you have mounds of existing contact, project, and employee data that should be used to help simplify the mechanics of the program. 

A well-designed feedback program will also leverage the nuances of each major type of project you deliver. Engagements that are 100% complete in two days will obviously have different feedback patterns, or “configurations,” than will those which last three years. Look across the landscape of your projects and mentally divide them into piles. Make a separate pile for each group of projects that could use a consistent schedule of feedback events. These events might be major project milestones, billing percentages, or simply a request frequency that makes sense, like every 90 days. Organizing your program in a way that minimizes the administrative burden of getting feedback requests out the door will go a long way. Even with a response rate of 50%, you have to send 2 to get 1 back, so get busy! 

Understand Expectations to Create a Better Client Experience

You had no idea how [great/awful] your client’s perceptions are of your firm’s work. The client, up until now, had been so [negative/positive] in their interactions with your team. The important next step is to engage with your client in an appreciative way to gain clarity on their [rising/falling] perceptions. The information you gather should help you consider adjustments that will more closely align your service delivery with the client’s expectations. 

Adjustments to align with client expectations can move in either direction. Getting direct client feedback in an organized program can help project managers carry out their primary responsibilities more effectively – if you make follow-up a priority. Sometimes a less-than-stellar piece of feedback can turn out to be a simple misunderstanding – dealing with it quickly can have much more influence on the client’s perceptions than the issue itself. Conversely, when the scores are skyrocketing and the clients are saying, “Wow, you gave us so much more than what we were expecting,” it might be time to go back and review your original scope of work. Either situation can help project managers become more effective at delivering 

Feedback is About Client Experiences / Expectations. Not about YOU! 

Professional services firms who deliver great client experiences are adept at using feedback in a regular recurring fashion. The after-the-fact “How Great Are We?” isn’t sufficient anymore. Taking a strategic approach to systematically tracking the movement of your clients’ perceptions, and diligently responding to make adjustments, will keep you in the loop for good! 

So, what’s the most efficient way to gather client feedback? How often do you gather feedback? Most importantly, don’t forget the all-important final question: What do you do when you get their feedback? Check out this whitepaper for answers to these questions and more.