Full Sail Partners Blog | Professional Services (23)

Do you lose sleep at night wondering if you have the capacity to handle work coming in or even worse if you have too many people?  As a manager of a professional service firm, managing your human capital is a daily necessity to achieve firm growth and the anticipated performance expected from your employees.  As the market changes, your firm needs information readily available to make quick decisions about acquiring, training, and scheduling your talent.  Many firms rely on resource forecasting tools to handle the management of their employees.  Let’s take a further look at some of the challenges firms have with managing their resources: 

Challenge #1: What are my employees currently doing?  In the past, to see what an employee was working on, managers would go to the desk of their employees to check on the progress of their projects.  However, now resources aren’t always in the same office, state or even country.  Managers are finding they need to easily identify on a daily basis how their employees’ time is being used so they can plan for future work.

Solution - Collect and Measure Time.  As a professional service company – time is what we sell.  Sometimes there is a product that we deliver, but we still internally measure how valuable that product is based upon how much time we have spent creating it.  By capturing an employee’s actual time against a project your firm can now measure that time against what was forecasted to determine the variance. That variance provides you with data to use when projecting future projects.

Challenge #2: How do I match skills with available work?  Some firms are small enough that managers know everyone. However, for a larger firm or as a small firm grows, you don’t necessarily know the skills available within your firm.  Being able to match skills to the work you pursue and win becomes a juggling act.  Not all firms have the critical information available to predict when they need to hire an employee with specific skill sets.

Solution - Identify the Right Resource.  In an ERP, your firm identifies skills, training, role, and experience.  Having this information available allows project managers to identify the right resource based on real-time information.  An integrated solution provides your firm with the ability to search for similar past projects and determine how much experience (time data) they have working on this type of project.  The availability of this employee data allows project managers to make decisions about their collective skills and come up with a plan to increase / diversify their skills needed for the project.

Challenge #3: What predictions can I make about future work?  In order to make a well-informed decision on how to handle the future work, a firm needs historical data.  Without this information, you might as well turn over your resource forecasting to a psychic because your firm is just guessing.  Many firms don’t have the data available to make these decisions.

Solution - Availability.   Project schedules require managing all types of commitments – planned and unplanned. In addition to project commitments, employees take vacation, are on holiday leave, and have internal meetings and activities.  Developing a comprehensive plan for each employee provides accurate resource forecasting to handle future demands.  This helps identify capacity excess or shortage gaps.

The ultimate goal for any project is to end up with a loyal client that will use your firm again.  In order to do that, firms must finish the project on time and on budget.  Choosing a solution that integrates all of these data points allows your firm to report real-time information to make well-informed decisions about resource forecasting needs.  By optimizing your resources, project managers can shorten the decision cycle, increase profitability, and better plan for the future.  

Learn more about Resource Management?  

I was talking recently with a prospective client who observed that his firm had outgrown QuickBooks (QB). The conversation eventually led to a discussion of the advantages of ERP systems over back office accounting systems — which include not only efficiency gains, but strategic improvements as well. 

Being in the ERP implementation business, we hear a lot of customers express frustration over outgrowing QB, so I asked my prospect what it meant specifically for his firm. Off the top of his head, he named several pain points:

• First, their QB systems were disconnected, so there was no particular place where management could view financial performance overall, let alone broken out by project manager or client. 
• QB could display AR for a specific client, but offered little in the way of project information regarding specific services or deliverables. 
• Last but not least, correspondence for each client was buried in various public folders on the firm’s file server. To make matters worse, the correspondence trail was incomplete due to users’ not following the correspondence logging protocol. 

After hearing these insights, plenty of examples came to mind of ways that even a small- to mid-size firm like his could benefit from an ERP system. I mentioned a few of the most basic advantages of ERP systems over back office accounting: the value of integrated data, open architecture and user customizations.  

I also pointed out that thanks to the evolution of niche ERP systems, small firms CAN get the type of functionality that used to be available only to firms with deep pockets. In fact, it’s now quite easy to implement an ERP system that not only addresses the accounting function, but also facilitates the firm’s core processes and way of doing business. 

The Need For Visibility

My colleague next mentioned how his firm actually had strong AR, and good visibility into its cash and cash management. The problem, he said, was that the organization lacked the visibility needed to help back office management play a more significant role in decisions affecting the firm as a whole. By the same token, it was difficult to get project managers more involved in the fiscal responsibility that goes with managing client expectations. 

I pointed out that there were several other major advantages of ERP systems over basic accounting packages. The ERP concept excels at addressing the front end of the project life cycle, by facilitating tracking of projects and providing visibility. Specific examples include:

• Managing data obtained through the business development process
• Generating opportunity notifications and creating process flow through workflows and alerts to improve efficiencies and win rate
• Forecasting for opportunities and already-awarded projects regarding not only revenue, but staffing requirements as well
• Providing for audit trails of communication with clients, contacts and opportunities and supporting technical staff in the delivery of services under specific projects
• Facilitating communication with accounting early in the business development phase regarding terms, rates, related documents and specific contract requirements
• Integrating with desktop tools like Outlook, Word and PowerPoint to facilitate email communication and automate creation of proposal, estimating and contracting documents 

I then suggested we establish a value proposition for the level of investment that would be needed at this critical juncture in the firm’s transition from QuickBooks. This is where my prospect’s eyes started to get big, as he saw how much time, factored by associated hourly costs, was being spent on efforts that an ERP system could automate. 

We assessed values for each of the existing manual processes, and compared them with the reduced time and effort involved using the ERP approach. The resulting savings would go right to the firm’s bottom line. But as significant as those savings would be, I added, the real impact would come from the improved quality of the work environment, better communication with clients, and most importantly, increased opportunities for success. 

See how today’s success-minded firms require a laser-like focus on strong project and financial management practices by downloading the whitepaper on Growth and Transition Strategies.

Of all the metrics that professional services firms can track, two of the most important are utilization and realization.  These are different, but related ways of measuring employee productivity and profitability. Both can be measured with a high degree of accuracy — and made visible to management — using software.

A quick jargon review

Utilization measures the hours charged to a client’s project compared to the total available hours (usually 40 hours per week). For example, if an employees’ expected work week is 40 hours and the employee achieves 35 hours of client chargeable work then their utilization rate is 87.5%.

Utilization is not necessarily within an employee’s control: for example, an employee might be working on an important internal project that can’t be billed. Because of the many variables that affect utilization, the longer the period over which it’s tracked — say, over the course of a year — the more useful it is in evaluating performance against employee and company goals.

The second metric, realization, refers to the actual revenue based on employees’ hours charged and billed to clients compared to what they should have generated from their utilization achieved. It’s a measure of their profitability, and a metric that provides valuable insight into how well a company is able to translate hours worked on projects into revenue. In a perfect world utilization and realization will be equal, but this is rarely the case.  Realization can also help in compensation and promotion reviews, staffing decisions, project and unit pricing and assessing the health of the company itself.

The impact of measuring employee productivity and profitability can be enhanced further by a commitment to Earned Value Management (EVM), a project management technique for objectively measuring project performance and progress. Together, these techniques help a firm gain a clear, objective view of employee and project performance, identify where resources are over- and under-utilized, and optimize workforce utilization and profitability.

Software solutions

There are a number of software solutions for measuring employee productivity and profitability. Some focus specifically on project and resource management, while others provide these functions as part of larger, more integrated solutions. 

For example, Deltek Vision can provide a firm with comprehensive visibility into its organization, efficient oversight of its projects and people, and efficient automation of processes. Most significantly, it allows the firm to be proactive rather than reactive in addressing resource management issues, thus increasing the probability of project success. On a more tactical level, the product’s Employee Realization feature allows a user to track and report on realization values, compare utilization vs. realization, optimize staff utilization, minimize scheduling conflict, and substantially reduce the potential for missed milestones. 

Whatever approach an organization uses in measuring employee productivity and profitability, doing so requires a sustained effort and commitment on the part of management. Handled correctly, however, the payoff is immense: instant visibility into resource commitments across an entire organization, and granular awareness of who is available (and when) with the skills needed to satisfy projects’ technical requirements.

Project delivery is all about taking an idea from concept through to production. Firms want their projects completed in the fastest and most cost-efficient manner possible, all without sacrificing quality. Incorporating feedback into a firm’s process helps the team perform at their best, while the very act of asking for feedback shows clients proactive and professional care. To help jumpstart your client feedback process, we’ve listed the top 10 feedback techniques to facilitate project delivery. 

1. Make it Comfortable.

When requesting feedback make sure the process is comfortable to use for all parties. The more comfortable the process, the more likely both parties are to participate. A comfortable process means clients will not feel put on the spot and concerned about a confrontation. Focus questions on processes, not personalities, and offer a flexible answer scale to capture subtle nuances of perceptions. 

2. Create Actionable Results.
An effective feedback technique requires data to enable follow-up. Be sure you are asking questions that allow you to retrieve measurable, actionable data. If the questions are too vague or too open ended, you won’t have the information that you need to take action.  

3. Process Focused.

The questions asked should be about process rather than people or products. We aren’t looking to find out how well the client “liked” us, but rather where our process is working great and where it might need some improvement.  

4. Go Beyond Satisfaction.

Ask your clients questions focused on their expectations, instead of their satisfaction, because satisfaction is the expected norm. The client’s perception of how you performed compared to their expectations is the key to knowing where to improve your project delivery process. Additionally, you’ll find 500% more exceptionally positive feedback than you will challenging feedback – and we all love to discover good news. 

5. Reduce Liability.

When asking for feedback, focus on questions that can reduce liability and encourage positive outcomes. Just by asking for feedback throughout a project, you are creating a record of the service perceptions all along the way, reducing the chance of a lawsuit and increasing your ability to meet their needs. Feedback helps keep you and your client aligned on a common goal - a successful project outcome. 

6. Don’t Wait.

Collect feedback throughout the project, not just at the end - when it’s too late to improve that project. Response rates are highest when the client senses his feedback might improve the project outcome. Once the project is over, the incentive to respond is gone. 

7. Make it Trackable.

Tracking feedback responses isn’t complicated, but making sure everyone on your team gets the feedback they need, reviews it, and takes appropriate action can be much more challenging. Deploy good tools to capture who is asking for feedback, who’s responding, and who takes what action on each critical response. 

8. Use Instant Alerts.

Collect feedback in a way that you can be instantly alerted to new feedback and drive real-time follow-up.  A good system will establish score thresholds that indicate, in real-time, when follow-up is required for exceptional circumstances. Make sure the right people are alerted so nothing falls through the cracks. 

9. Keep the Client First.

Structure your feedback techniques so that it is quick and easy for the client to give you feedback. Don’t waste their time with long surveys or questions with answers that only matter to you.  Response rates are higher with multiple short surveys over a period of time, than with one or two long surveys sent less frequently. 

10. Follow up.

Don’t neglect the follow up! A survey should always start a conversation, not replace one. Typically, follow-up is simply a personal acknowledgement that you saw and read the response. However, if any special situations were noted (either in scores or comments) be sure you open a dialogue to show how the feedback will change the process and project going forward. 

Each of these feedback techniques focus on a deliberate approach to your feedback collection efforts. Set your goals to collect actionable feedback in way that is easy for the client. Make understanding the results and following up easy for you too. See feedback as the opportunity that it is to improve your process, reduce your liability and become your client’s expert.

Interested in learning more about how you can start collecting client feedback?

Now that Spring has arrived, it is an excellent time to clean-up your database. Is your data clean, consistent, and accurate? Almost everyone you talk to would answer this question with an emphatic "NO" for one reason or another. Data is always degrading in any database you review because information is constantly changing. Contacts leave companies, projects progress, and opportunities move through the sales cycle.

Data integrity impacts our ability to determine business trends, success rate, and just know who and what to pursue. Misleading queries and inaccurate reports result in making wrong decisions when data is incomplete or incorrect. With an integrated ERP system everyone can help with the clean-up, but on the other hand they can sometimes add to the mess. So what do you need to keep in mind when tackling data clean-up?

Clean your dirty data by evaluating these four areas: decision points, standardization, automated clean-up, and dedicated resources.  Let’s walk through an example and apply each of these four areas to project data.

• Step 1 –  Decision Points: It is helpful to start by doing a search criteria to help make a decision. First, determine what fields need to be cleaned-up and what fields need to be evaluated so you can narrow down the list.  Maybe we want to update the project status to determine if it should be dormant, inactive, or active. Our first criteria could be to search all projects that are active to see how many we need to evaluate. Then we need to narrow the search. Depending on what information you can search, you could do a search on when the project was opened and/or if time has been billed in the past two months.  Understanding your decision points narrows down the list and reduces the number of projects that need to be evaluated.
• Step 2 – Standardization: Sometimes during the clean-up you realize there are fields or options that are not really needed. This is a great time to establish or re-establish corporate standards and expectations. Is everyone using the same definition? In our example, are you finding employees that are using inactive instead of dormant?  Adding tool tips can provide a definition to help users know how to update the field.
• Step 3 – Automated Clean-up: Now that you have gone through the exercise of cleaning up the information. Think about how you can update the information periodically or better yet provide an alert to you or employees when they should update the information. Is there a specific timeframe that the status should be evaluated? Workflows can help keep the data accurate. By identifying a trigger, a workflow could alert someone to review the information or even update the status to dormant based on lack of activity.
• Step 4 – Dedicated Resources: As the saying goes, the information is only as good as the data on which is based. So dedicate the necessary resources to clean it up and better yet, maintain the data. Setting up a quality control schedule and setting expectations helps keep the data clean and manageable.

Does your firm have dirty data? For a fresh clean feeling, take the time to establish your firm’s process to clean it up! By following these four steps, your firm will improve data integrity.

In keeping up with CRM related forums, someone asked about the best approach to handling and maintaining their CRM system.  It started to make me think about the value of what is communicated in these forums and how much people trust advice from others they believe to be their peers. It made me wonder why people instantly trust others that may or may not have all of the background information that top consulting firms discover when providing their services.  

In this situation, I observed people giving advice as opposed to just sharing experiences.  I found it curious that contributors to the forum assumed many of the variables the person inquiring had not provided and further, the person making the inquiry hoped to find solutions without providing any background or specifics.  

No two companies are alike. Sure there are similarities, but my experience in consulting has led me to believe that if you want a true solution to your issue, you have to take the time to identify the “who”, “what”, “where”, “when”, “why”, and “how” (wwwwwh) questions and the most important question, “What do you need?”.  As the forum conversation continued the inquirer thanked people for their input, but soon added more information as the responses were not really the direction they were looking for.  This occurred to me to somewhat frustrate many of the individuals that had already offered their “advice”.  One such comment was “well if you had told me that when you asked the question.” 

So What Happened?

When we ask a question, individuals drive off of their experience and what worked for them. However, they don’t necessarily provide context of why that worked for them and include those specific reasons. This poses a huge problem to the answers they receive. Many people go directly to wanting a solution without having any true understanding of the context of their question. When the basic “wwwww” are not qualified, the inquirer runs the risk of not addressing their true needs. Even some of the top consulting firms tend to take the same approach with their clients.  In fact earlier in my career I used the phrase, “when I was in industry, what worked for us was…”. 

So why do individuals seek a solution in these forums before building context and clearly defining what they need?  Here are a few thoughts I had on why this may occur:

1)     We seek good ideas from others in the same industry

2)     We crave solutions with little challenge

3)     We need immediate answers

4)     We love FREE advice!

Just like the advice provided by contributors in a forum, consultants sometimes fall into this pitfall of providing quick advice. In order to not challenge a client, consultants may diminish the level of anxiety to both their client and themselves by giving “a solution”.  As a consultant, ready-made solutions give a sense of accomplishment.  But sometimes that solution is short-term because the question asked is out of context of the bigger issue.  Because the question was asked in a vacuum (forum), there is little room for further qualifying discovery. 

Inquiring about what others in industry are doing and or have done allows one to know others experiences.  From this may come ideas that generate further inquiry, but the inquirer should look to put this further inquiry in context of their “wwwww” questions.  The key here is to be able to have these “wwwww” questions already established and to quickly hear the advice against what you already know.  The same preparation should be part of ones working relationship with the consultant. The difference is, one can dynamically interact with a consultant and establish the context.

So an important distinction the next time one works with a consultant: if the consultant is not looking to build the context of your issue, they likely are going to only provide short-term solutions that do not fit well in the long run with your company’s needs. 

Do you have any stories to share about a consultant that applied the “wwwwwh” principals that allowed you to develop a true solution and avoid thinking short-term? Share in our comments section below. 

Every firm is looking for ways to improve workplace efficiency.  Why?  Because the results are happier employees, improved bottom line, and a streamlined work environment.  There are a number of ways to achieve this goal, but what are the top ways to increase business productivity?  Let’s take a look at 5 ways to improve workplace efficiency:

1. Visibility
   Has your firm ever been guilty of making a sales call to the same client as someone else at your firm during the same week or even worse, submitting on the same proposal? When a client calls, do you know within a couple of minutes who the last person was that worked on the job or talked to them, and if there are any previous issues that are unresolved? In order to make quick, informed decisions and have the right information at the right time, it’s important to have real-time access and accurate visibility. Firms with the ability to instantly understand over and underutilization of resources by project and employee are able to quickly re-assign resources to increase productivity. Many firms utilize an ERP system to gain a global view of their company.
   
   
2. Repeatable Process
   Another inefficiency we find are firms that don’t think about developing processes that are repeatable. Firms that take the time to think through processes, document them, and test against them avoid recreating processes and errors each time they are carried out.
   
   Two examples are the execution of a project and hiring a new employee. Both of these should have repeatable processes that everyone knows within your company. What happens when you miss an important step in either of these examples?  You lose money. By not executing the steps outlined during a project, you run the risk of overrun and a project that fails. By not following a hiring process, you run the risk of not having the same standards of candidates throughout the company, which could result in the wrong hire.
   
   
3. Measuring the Right Statistics
   I had an old co-worker that used to create as many activities in the system as they could because that is what was important to their boss. The philosophy was more calls, emails, activities resulted in more sales and opportunities. The problem with this was there were two important factors left out: the quality of the activities and the results of those efforts.  In order to affect results, you have to choose the right statistics then track the results.  Establishing the right measurable goals and expectations help employees understand the value they bring to the company. When setting up metrics for employees remember to:
• Establish goals for the company
• Work with each employee to identify how they will contribute to the success of the firm and gain agreement on those goals
• Measure them at set time periods
  
  
4. Manage Customer Expectations
   Managing customer expectations impacts your long-term relationship with a client. When your customers are happy, your firm spends less time performing tasks that could have been avoided to get the client or project back on track. However, managing those expectations can be difficult to do throughout the project delivery. One way to manage customer expectation is to check-in with the client at multiple times throughout the project. Period check-ins provide your team with the time needed to make adjustments if something is not meeting the client’s expectations. Additionally, handling a small issue is much easier then handling a client that unloads their bottled up frustrations all at once.
   
   
5. Develop Engaged Employees
   Did you know that a recent Gallup poll revealed that disengaged employees – least productive employees -- cost the US economy $370 billion every year?  In the review, three types of employees were identified: Engaged, Not Engaged, and Disengaged.  Engaged employees innovate and use their talents to build the company, while disengaged employees tear down the infrastructure by questioning and disagreeing with anything and everything.  Another set of employees are those that are not engaged. They sit back and avoid committing themselves.  It went on to show that of the US workforce, 29% is actively engaged, 55% is not engaged, and 16% is disengaged. So in essence only a third of your firm is operating at their full capacity.
   
   Each employee has different needs or desires. At times, money is important to employees. However, many employees find other things much more important in a firm: flexible work hours, recognition of talent, or an outlined career path. Ultimately firms should establish an open communication with employees and establish trust. Lack of transparency and understanding of the big picture and goals of the company leave employees wondering and concerned about the future.

The key to improve workplace efficiency is to constantly evaluate, adjust, and improve. What are your thoughts? Do you think your firm could benefit from these 5 steps? Try them and see if your overall efficiency impacts productivity and profitability.

Collaboration.  One of those buzz words that marketers and business executives so often love to use.  Project teams often claim that the internet has provided them with new level of collaboration that was unparalleled in previous generations.  This is true.  However, if your primary means of collaboration is email, then you are not experiencing the level of collaboration that this generation is enjoying.

I would like to review some tools that make the collaboration process easier.  Before we begin, let’s start with defining the subject at hand:

Collaborate (verb):  To work jointly with others or together especially in an intellectual endeavor

Essentially, collaboration is the process of teaming with others to achieve a common objective.  Over the past few decades there has been a strong emphasis placed on teamwork in the work place.  While the majority of the 1900’s boasted a work mentality of me first, the 2000’s have been defined by companies like Facebook and Google that promote a team first environment.  Most people are familiar with the acronym TEAM: Together Everyone Achieves More. 

Most business is now done in a virtual environment.  The United States has over 78% of its population plugged in on-line.  Unfortunately, many people struggle with the social awkwardness of the internet:  Email is a great source of communicating an idea, but a terrible medium for conveying emotion or tone.  What can be meant as a friendly reminder, can be interpreted as harsh criticism.

To avoid some of the communication pitfalls of the traditional internet, I have recently started using a tool called ‘Kona’.  Kona is a free communication and collaboration tool from Deltek that helps teams get connected, get organized, and get things done together.

I have been able to use Kona to help better plan projects.  Kona gives me the ability to work with my project team in a seamless cloud environment.  With a project team based out of multiple locations, Kona gives us the ability to interact with each other in a way never done before on the internet. 

We all juggle multiple tasks in our professional and personal lives.  Kona recognizes this by giving the end user as ‘spaces’ to work in.  Perhaps you coach your sons baseball team, have three projects due at work next month, and also are in the process of building a man cave.  No problem!  With Kona, simply set up a ‘work space’ for each of these responsibilities, and start knocking off project tasks.

For the purpose of this blog, I have identified a few of my favorite features of Kona:

1. A smart calendar!  The calendar on Kona is by far one of the best collaboration tools out there.  Gone are the days of forgetful project staff leaving an important event off of their calendars.  Through the use of smart scheduling, the Kona system allows members of the project team to assign and schedule tasks to other group members.  Not only can you add locations, attendees, files, and notes to a calendar item, but you are also able to have a ‘smart’ conversation…
   
   
2. The conversations module on Kona is my favorite internet based tool that I have found since I discovered Google Docs.  Kona allows users to hold separate conversations on each task of the project.  Notice that an important detail was left off of the calendar for tomorrow’s meeting?  No need to open up your email to contact the event host, simply update the event, and you are free to comment on the conversation to let others know of the change.  This condensing of communication in to one multi-faceted medium allows for a clear and effective message, enabling project staff to focus on completing the project, and not talking about it.
   
   
3. The files module.  How many times have you emailed someone a file, only to be told later that they never received it?  Many people cannot receive emails larger than 2mb – a data size that is nothing in today’s media rich web.  While programs like Outlook have made it easier to manage attachments, email was create in the late 80’s and was never intended to be a storage database for large, detailed files. 
   
   Kona’s file system allows users to avoid many of the pitfalls of modern day data sharing.  Not only can users store large data files, organized by file type, but also share important website links.  This simple, easy to use file sharing system allows project teams to organize all of their project data in one location.  By sharing your data in the cloud environment, not only do you create an easier to use file sharing system, but you also protect your data by storing it in an offsite location.  Additionally, you will please your IT manager by reducing the number of multiple copies of the same file throughout your network system.

Please note:  Kona offers 1GB of space with all accounts.  While this is a decent chunk of free space, it is not meant to be the end-all-be-all storage area for your files.  Simply, it is meant to be a means for sharing information quickly in a cloud environment.  I encourage you to use this file sharing system to share files between project team members, not to store your files for long term access.

I could continue to go on about the features I love about Kona, but I think it would be best for you to go and sign up for Kona, and try it yourself!  The interface is extremely intuitive, and you should be up and running in no time.  I hope this free, yes free – as in, it doesn’t cost anything, collaboration tool helps your project teams to start working more effectively!

To learn more about how you and your firm can start using Kona today, check out the video below:

Good customer service is a rare commodity in this day and age of virtual customer support agents.   Business is done in an ultra-competitive arena where your direct competition is only a Google search away.  As a result, firms are developing customer relations management plans to help better serve their client base.  Has your firm ignored developing a plan to manage your customers?

A good customer relations management plan will act as a guideline for your firm when dealing with clients.  However, it is important to remember that there is no end-all-be-all remedy for customer support.  Some battles cannot be won, no matter how diligent and worthy your efforts.  This is why I compare having a strong plan, to a game of poker!

Much like in a game of poker, the typical customer service interaction involves some 'hidden cards' that you are not always privileged to see.  These hidden cards can be anything from possible prior negative history with your company, temperament, and maybe even personal issues that the customer is dealing with in their life.  It is because of these cards that we as customer service representatives, much like a seasoned poker player, must approach every hand as though we are playing with pocket ACES.

Pocket ACES are a poker player’s best friend.  The ACES acronym also happens to be easiest to remember four step processes for dealing with every day client interactions.

ACES stands for:

As a professional, it is your responsibility to play like poker legend Phil Hellmuth and go ’all in’ for your customers with pocket ACES!

Anyone that knows me, knows I love music and sing karaoke.  I was learning one of Adele’s songs and listening to the lyrics: “Should I just keep chasing pavements, even if it leads nowhere?” I started thinking about the things we chase in our own life that lead nowhere. Even though this song by Adele is referring to love, it really can apply to pursuing business or ways to grow business.  Does your firm have a way to analyze if the business you chase is leading anywhere?  Better yet, do you know what efforts are paying off?  Below are things to consider when evaluating the effectiveness of your business building strategies:

Are You Chasing the Flavor?
A recent client described that each week they discuss the potential business everyone is pursuing.  However, each sequential week everyone was chasing the flavor of the week.  She had no idea what happened to the previous week’s pursuits and if anyone was even following up until she received a proposal request.  To avoid chasing the flavor and ensure your firm is following-up on all opportunities, consider these steps:

1. Document All Stages with Action Items: You don’t need a proposal to document the opportunities you are pursuing.  Even if business is in a discovery or assessment phase, documenting these efforts with actions items can remind you to follow-up. 
2. Identify Trends and Outstanding Items: Using an integrated system allows marketing and executives to track the progress of the entire company through reports to identify if there are trends or items that are outstanding.
3. Administrator and Automation: Identifying someone to administer and review your pursuits is critical to ensuring progress. Also look at ways to automate alerts to remind you when you should follow-up.
4. Win/Loss Report: It’s important to know how successful you are. Knowing the history of past pursuits can help future go/no-go decisions and improve your win rate. By developing a win/loss report and evaluating how successful you are by department, opportunity champion, and the type of project can help you make better decisions in the future.

Are You the Nurturing Type?

Many of us attend events, are a part of an organization, and are involved in business development efforts in hopes to nurture business.  However, most individuals and firms don’t know the effectiveness of their efforts.  To ensure your firm is making good use of your time, consider these steps: 

1. Network vs. Attend: Not every event you attend will result in business.  There are many reasons to network.  However, showing up to an event doesn’t equate to networking. After attending an event log who you talked with. What did you discover about the individual and what was important to them?  Think about how you might follow-up with that individual. Maybe there is a subject they are interested in, someone they want to meet, a project they are working on, or you found out something about their personal life. How can you use your knowledge or connections to follow-up?  Social media is making it easier to connect with people and stay up-to-date with their changes. Be sure to personalize your request.
2. Get Involved: If you are a member of an organization, take the plunge and be active.  Think about your audience when you chose an organization and then get involved in a committee, the board, or become a speaker. Volunteering can help you gain exposure, connect you with decision makers, and allow you to demonstrate your expertise. Joining SMPS was one of the best decisions I could have made for my company and career.
3. Return on Investment: We all tend to hear the phrase, measuring Return on Investment related to effectiveness of business efforts.  Another way to look at ROI is ask yourself, if you had to pay for the marketing or business effort out of your own money, do you think it would be worth the effort?  A great way of looking at the marketing effectiveness is to track the time you spend toward business development efforts and compare it to the business you obtained from those efforts.  When you compare the expense vs. the business you received, was it worth the effort? Sometimes efforts take months or even years to pay off. So to determine trade show ROI or events that happen on a yearly basis, allow two years to determine the effectiveness. 
4. Building Business: Most people look at clients as Existing or New.  I would challenge you to look at them as one of three categories: Prospective, Nurturing, and Maintenance. Prospective clients are those you want to do business with, maintenance clients are those you continue to do business with, while nurturing clients are those you’ve done business with or have recently received business from.  Your message and how your firm will gain business from all categories will vary. Keeping in mind that it is seven times easier to maintain an existing client than is to go out and get a new client; moving clients to the maintenance category is the goal.  So where should you spend your time and how do you know when you are effective?  First you need to define what justifies a maintenance client.  Is it the number of projects or dollar amount over a period of time?  With an integrated database system, your data can trigger when the criteria is met and send out an automated report.  This information informs “Client Champions” and executives when client business increases or decreases and provides marketing with insight for nurture campaigns.

I hope my inspiration from Adele will help your firm build business and avoid chasing pavements. Let us know what inspires you and what your firm does to ensure growth. View our webinar: Get the Most from Your Conference.