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Clear Client Communications Leveraging the NETWORK and Your Own Resources

Clear Client Communications Leveraging the NETWORK and Your Own Resources. DAVID MIDDLETON, Alliance Workplace Advisors. Brief Overview. My experience and background Commercial real estate Former CEO, regional OBC company Extinguished alum, officer – OBCAI Former ABCN member

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Clear Client Communications Leveraging the NETWORK and Your Own Resources

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  1. Clear Client CommunicationsLeveraging the NETWORK and Your Own Resources DAVID MIDDLETON, Alliance Workplace Advisors

  2. Brief Overview • My experience and background • Commercial real estate • Former CEO, regional OBC company • Extinguished alum, officer – OBCAI • Former ABCN member • Brand marketing/business development • National/global clients penetrating new markets • GSK, Coca-Cola, Buzz Off, ADM, Diageo, Websourced/Fortune Interactive

  3. Client Communications Lessons Learned? • How they apply to ABCN and its members… • Knowing who you are and ensuring that your clients know • Value proposition  market leadership • The Impact of Globalization • Doing Simple Things Well • Building a Company of Great Communicators

  4. I know me…I know you…you know me • Price/Quality Relationship Value • “You get what you pay for” • Relationship between price and the expected quality delivered • WalMart, Taco Bell, Southwest Airlines, Dell Computer, FedEx, Marriott

  5. I know me…I know you…you know me • Innovation Leadership • Proprietary process, product, or service • Microsoft, Intel, Starbuck’s, biotech companies

  6. I know me…I know you…you know me • Superior Customer Relationship • Customer-centric: turn product or service into a positive customer experience • Transcend from commodity to connection • Walt Disney Company, IBM (?), AG Edwards, Four Seasons Hotels

  7. How does this impact ABCN members? • Determine if you are P/Q, IL, or SCR • Determine if your client is P/Q, IL, or SCR • Will determine services provided • Will determine how to communicate

  8. Ideas/Recommendations -Communicating Your Value Proposition and Market Leadership • Officing Outlook (ABCN)

  9. Ideas/Recommendations -Communicating Your Value Proposition and Market Leadership • Officing Outlook (ABCN)

  10. Ideas/Recommendations -Communicating Your Value Proposition and Market Leadership • “Drill down” orientation • Use ABCN resources • It’s about them more than it’s about you • Re-orient every quarter • Strategy as much as procedure • LISTEN (one of the most effective ways to communicate)

  11. Ideas/Recommendations -Communicating Your Value Proposition and Market Leadership • Increase your profile and credibility • Public relations • Events in center • Surveys • Sponsorships • Cause marketing • Blogs • White papers • Web  client knowledge • salesgenie.com

  12. Globalization“It’s a Small World After All” • Friedman’s “Flat” World • Transform your thinking and your doing • Ten Leveling Forces

  13. Globalization“It’s a Small World After All” • Ten Leveling Forces • The Wall and Windows • huge leap in personal empowerment • Webs No Longer for Spiders • unlocking the door to a collaborative world • Work Flow Software • global digital uniformity

  14. Globalization“It’s a Small World After All” • Ten Leveling Forces • Uploading • the little man speaks with a loud voice • Outsourcing • the best set-up for what, where, when, and how • Offshoring • the new age of global economic development

  15. Globalization“It’s a Small World After All” • Ten Leveling Forces • Supply-chaining • creating global alliances • Insourcing • making global supply chains more efficient • In-forming • performing a ‘Googlectomy’ • Steroids Videoconferencing, VOIP, wireless technology

  16. Globalization“It’s a Small World After All” • What kind of “great” people…or “untouchables”… does it take? • Collaborators • Sales, marketing, and management personnel doing much of the liaising work for global companies • Synthesizers • Mathematicians partnered with marketing experts and computer engineers, inserting creativity with accuracy and logic; people who can see “A” and “B” and make “C” out of it • Explainers • Writers, teachers, producers, managers, and journalists who would see through complexity and interpret it

  17. Globalization“It’s a Small World After All” • What kind of “great” people…or “untouchables”… does it take? • Leveragers • Computer engineers who exclusively manage and maintain system for critical endeavors/projects; people who can leverage technology to do more with less • Adapters • “Verticalists” who can splice a hodgepodge of know-how; flexible moving from position to position • Greenies • Environmentalists, scientists, and others with a familiarity with sustainable technology providing methods, information, and processes for protecting and earth and its resources

  18. Globalization“It’s a Small World After All” • What kind of “great” people…or “untouchables”… does it take? • Personalizers • People who can add the “yummy” strawberries on an otherwise unsexy vanilla commodity • Localizers • People doing small business from a global platform…and using it to serve up local information and services

  19. ‘Flat’ Ideas/Recommendations • Use Alliance NETWORK connections • Connect your clients with other clients through the NETWORK • Communicate with clients about your ability to be an “untouchable” • Be resourceful  true globalization is your ticket to $$

  20. Keep It Simple, StupidDoing Simple Things Well • Invoicing – a communications opportunity • Direct contact v. e-mail use • Survey appropriately • No triangles • You’re not a glorified property manager • Leading the Simple Life • e-CenterCare Client Service Portal

  21. CenterCare Client Service Portal This is the ‘real thing’

  22. CentreCare Client Service portal This is the ‘knock off’

  23. Services can be provided by remote ‘virtual staff’

  24. Services can be provided from staff that is on site, or, shared between centers.

  25. Totally transparent to your own website, …a perfect match…a perfect solution.

  26. Communications Kings & QueensBuilding a Company of Great Communicators • Recruit journalism, PR, integrated communications people • Think globally, act locally • Listening and humility – ignored communications skills • Knowledge is Power is Influence is Success is Profit

  27. Recommended Reading List • The Fall of Advertising and the Rise of PR by Al & Laura Ries • Leadership by Rudy Giuliani • Built to Last and Good to Great by Jim Collins • The Power of Six Sigma by Subir Chowdbury • Winning by Jack Welch • Selling the Invisible and What Clients Love by Harry Beckwith • The World is Flat by Tom Friedman

  28. Clear Client CommunicationsLeveraging the NETWORK and Your Own Resources DAVID MIDDLETON, Alliance Workplace Advisors

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