Winning more Projects using A&D Strategies

1. Winning more Projects using A&D Strategies Norman Nance 2005 ISM

2. Objective • Increase comfort level in developing relationships with A&D • Better understanding of value add and expectations • Steps in the process in developing relationships • Event options and what works to create memorable experience

3. Who are they and what do they want? • What first comes to mind when you think about designers and architects? • What fears you most about these people? • What do you think they look for in a sales representative? • What value do you think you can add? • What do you think is their sole objective as an architect or design professional?

4. An A&D professional number one objective is to get hired again by the client!Their job is to solve problems. Your job is to be a resource to them!

5. A&D Strategic Business Unit • Mission Building market share within KI’s core and Business markets through increased awareness of all KI Companies to the Architectural & Design Professional.

6. Strategy #1 • Increase awareness of KI companies, products and programs (positioning) to the A&D professional.

7. Who is KI?

8. Strategy #2 • Make it easy for the A&D professional to interact and do business with KI.

10. Strategy #3 • Develop relationship between KI personnel and the key A&D personnel both at the principal and specifier levels.

11. Three areas of target in priority are: • Focus quickly on second tier, creating greater probability for product specification in KI’s core markets. • Targeting specific projects where we have a strong relationship or KI has a significant product advantage, and • Continuing to develop long-term relationship with major A&D firms that may already be committed to one of the major manufacturers. • Facetime goal of 4.5%

12. More projects are being influenced by the A&D professional in all KI core markets College/University Education K-12 Architects ScienceTechnologyBusiness Federal Government Healthcare Interior Designers

13. Market Growth in 2004 • Corporate Interiors 3.68% • Government 0.50% • Healthcare 27.1% • Education 27.3% • Technology 19.6% • Transportation 10.9% • Hospitality 16.1% Total of top 100 16.1%

14. Market Growth in 2004 • Healthcare 27.1% • Education 27.3% • Technology 19.6% 2005 FORECASTED 9 %

15. Market Mix 2003 2004 • Corporate 38% 35% • Government 8% 7% • Healthcare 11% 13% • Education 7% 8% • Technology 5% 6% • Update you target list to include core market focus with Novations and Schooldesign .com

16. 311 projects valued at $25.5 million have been won

17. 615 active projects valued at $46.0 million

18. Always ask the question • What’s the first thing that comes to mind when you think of KI…when you see the red KI logo?

19. What we do know? • KI has little recognition • Many still know KI as a table and chair company.

20. KI Connects a design/development philosophy

22. Product category to differentiate KI • Architectural Walls • Adjustable Tables • Storage Solutions • Training Environments StorageSolutions ArchitecturalWalls TrainingSolutions AdjustableTables

23. What do we know? • KI has little recognition • Many still know KI as a table and chair company. • Recognized as a “sell direct” company with little dealer support creating service concerns with the A&D community.

24. Traditional Channel KI’s Strategic Differentiation Manufacturer Dealer End-User/ A&D End-User Partner / Dealer Market Direct KI’s GTM model is focused on the end user

25. What do we know? • KI has little recognition • Many still know KI as a table and chair company. • Recognized as a “sell direct” company with little dealer support creating service concerns with the A&D community. • They do not clearly understand KI’s Go-To-Market Strategy

26. Vertical Market Focus • K-12 • College and University • Healthcare • Government • Science / Technology / Business • A & D College/University K-12 Architecture& Design Healthcare ScienceTechnologyBusiness Federal Government

27. What makes us different? • Employee Owned • Market of One Process • Tailored Product/Service Solutions • Industry average less than 1% • More than 17% with KI • Custom Options • More than 22% with KI • Focus in Core Markets • Cellular Manufacturing Approach • Vertical Integration

28. Cellular Manufacturing Advantages traditional assembly line cellular manufacturing

29. You Make the Rules We Make the Rest

30. Know the Tailored stories… click for more info click for more info click for more info click for more info click for more info

31. SKU Reduction exercise…

32. Service and Data Base Solution…

33. Value engineering to keep the third tower…

34. First “point based” developed with HOK… Fluid Lines

35. Tailored Adjustable solution developed with GHK

36. Get to know them… • Understand the firms core market focus and strengths. • You have to earn their respect for them to trust your advise and recommendations. • Your job is not to teach them to design, you are dealing with people with tight deadlines who must deliver results. • Understand how designers are paid. Fees are being compressed and they are doing more with less.

37. Get to know them… • Know the librarian, in many cases they know more about what's going on than others in the firm • Different size firms have different organizational structures • Update the catalogs, samples and swatches, many firms will not • Start from the top and get pushed down, principle, studio head, director of design, librarian, designer

38. Understand them… • Know what they expect from you • Understand areas of interest to them • Attend CEU's on emerging trends to educate yourself • See them outside their office in a social venue • Sponsor a KI event

39. Read the design pubs • Interior Design • Architectural Record • Metropolis

40. Join an Association • ASID-American Society of Interior Designers • IIDA-International Interior Designer Association • AAHID-American Academy of HealthCare Interior Design • IFMA-International Facility Management Association • AUID-Association of University Interior Design

41. Questions to ask… • What they need from you as a manufacturers rep? • Who does it best and why? • How frequently they want to see you? • What are their challenges and frustrations? • What kind of CEU content are they looking for?

42. CEU Programs for A&D • Develop a suite of CEU’s per vertical market. • College & University • Healthcare • Science & Technology • Create or co-author content to position KI as an expert in these markets. • Submit subject Ideas to the SBU’s

43. Build Awareness, Brand Yourself • Hang out where they hang, show an interest, don't only be there when you are trying to sell them something • Learn the language, know the talk. Ask how business is changing for them. • Local advertising • Yellow pages • ASID - ICON • IIDA - perspective

44. Use extranet capabilities • Client specific • password protected • Remains fluid

45. Field Based Events • Pallas Purse Party Luau – Boston

46. Field Based Events • Pallas Purse Party Luau – Boston • Culinary Classes – Dallas & Austin

47. Field Based Events • Pallas Purse Party Luau – Boston • Culinary Classes – Dallas & Austin • Boo-ha-ha – Binford Group

48. Field Based Events • Pallas Purse Party Luau – Boston • Culinary Classes – Dallas & Austin • Boo-ha-ha – Binford Group • Shoes & Martini Décor Contest – South Florida

49. Wisconsin Visits • KI Plant Tours • Lambeau Field • Frank Lloyd Wright home • Milwaukee Art Museum • Kohler Design Center

50. Business Issues for them and their clients • Recruitment and retention • Best facilities • Ergonomic solutions for the staff • Improved Financial performance • Productivity issues, promote ki.com, make it easier to do business with KI • 24/7 work environments • Technology trends and the effects on the workplace • Study of work trends creating more productive environments • Greater efficiency