For the January SMPS Arizona Monthly breakfast, Jack Dermody of Four Windows spoke on psychographics, the component of marketing that many of us in the A/E/C industry may overlook as we interact with our clients and create marketing vehicles to communicate the benefits of our firms. Jack successfully condensed his client relations workshop into a 45-minute sneak peak into the application of Four Windows with an interactive exercise in proposal writing.

Mike Godbehere introduced Jack and shared a number of experiences using the Four Windows methodology in his every day client relations practices for GCON, the general contracting firm that he owns. Mike knows what kind of presentation to make: just the bullet points for Orange but be prepared to have the evidence to back it up for Green; the type of information to include in a proposal: include all of the procedure details for Gold; or the perfect meeting place for his clients: Orange would like a quick meeting at Starbucks and Blue would rather meet with the entire team at a comfy, neighborhood locale.

All attendees were asked to take a survey prior to attending to evaluate their colors. Every individual exhibits a gradient of all Four Colors: Gold (guardian), Green (rationalist), Orange (artisan), and Blue (idealist). This system of understanding human behavior in four group types has been used throughout history by Hippocrates, Carl Jung, Myers/Briggs and Keirsey. In 1978, Don Lowry introduced the concept of the Four Colors, an easily understandable way to gain powerful insights into temperament typing and human behavior.

“When you connect with other people’s strengths, you get their attention, you gain their respect and you inspire their cooperation,” Jack Dermody told the audience. These are certainly the goals of any A/E/C firm for their clients.

Each attendee was asked to sit at the table represented by the color least like them. My first three colors are represented quite evenly: Blue, Green and Orange, respectively. Gold is my last or “least like me” color so, I sat with my fellow non-guardians. After the basics of the Four Windows was explained, Jack presented an example paragraph from an RFP and tasked each table to re-write the paragraph to the color least like them. After all, the most difficult task for anyone is to ask them to communicate to those least like them. This exercise stretched the marketing abilities of the entire room.

Most governmental employees are Gold or guardians so, at our table, we imagined our proposal needed to communicate to a municipality. There were a number of blue/green first color types at the table so our paragraph started out Blue and ended in a quick Green review of what we would do for the client. We asked the client to refer to the appendix for a full explanation and documentation. But Mike Godbehere who is experienced in applying Four Windows to client relations made us realize that if we are writing to a Gold audience, we had better put all of the detail and procedure right up front. Only Green and Orange would be okay with checking out the detail later. Our opening needed to change as well. It talked about teamwork and people – a little too Blue for the Gold people we wanted to reach.

After each table had re-written the paragraph, a representative from that table got up and read their paragraph aloud. Persons who had that color as their first color then critiqued the work. Oranges wanted the paragraph to get to the point quicker, Blue wanted to hear how the team was going to work together, Gold wanted every thing spelled out and Green wanted to see the proof of any percentages or numbers were presented.

As marketers and business development professionals, we can take the Four Window principals and apply them not only in proposal and collateral work but to the entire client relations plan for our firms. Four Windows gives us unique and successful tools to differentiate our firm’s approach to our clients and a new, unique way to connect with one another.

RSVP to a full version of the Four Windows Client Relations workshop Jack Dermody is presenting on February 16, 2010.

Patricia Krogh is the principal of KroghCreative, a marketing and business development firm in Phoenix, Arizona.

Why should your firm consider social networking as a tool in their marketing toolbox?

ACEC of Arizona, APWA Arizona Chapter, and the SMPS Arizona Chapter is bringing an overview of the groundbreaking SMPS Foundation White Paper: “Social Networking for Competitive Advantage: How professional service firms differentiate themselves to win work, recruit, and retain talent.”

Attendees will gain insight from a summary overview of social networking practices and learn what other firms are doing based on results of a survey conducted in 2009.  The presenter will disucss various social media and implementation strategies that attendees will find useful to develop their own social networking programs.  Audience participation, dynamic discussion and sharing ideas will be highly encouraged.

Presentation Leader: Barbara Shuck, FSMPS, CPSM

Barbara has more than 25 years of experience in marketing, business development and sales.  She is Vice President, Marketing Director at Emc2 Group Architects Planners, PC, and Secretary/Treasurer for the SMPS National Board. In addition, Barbara co-authored the 2009 SMPS Foundation White Paper.

Learn About Social Networking

Friday, February 12th – 7:15 a.m. Breakfast

Desert Willow Conference Center, 4340 E Cotton Center Blvd. Suite 100, Phoenix, AZ 85040

Cost: $30 Per Person

Register by Monday, February 8th – Please fill out the registration form and return to  ACEC/AZ, 1309 E. Echo Lane, Phoenix 85020 or Fax to 602-995-2218.  Meeting questions, please call 602-995-2187.

Small Giants is presenting a seminar Jan. 27, 8 – 10 a.m. at the AIA Arizona office in downtown Phoenix on proposals. The seminar is valid for 2 AIA learning units. (Click image for detailed information.)

FOR IMMEDIATE RELEASE 

TUCSON, Arizona – Terry Lee, AIA, is celebrating his 25 year anniverary with Breckenridge Group, Inc. Architects/Planners.  Terry is a Senior Vice President of Breckenridge Group and has been practicing architecture since graduating from the University of Arizona in 1981.  As Project Director for the firm’s governmental and institutional projects, Terry has managed projects totaling close to three quarters of a billion in construction over the past 25 years.  His more than 150 projects span half way around the world from Washington D.C. to Honolulu, Hawaii to Tokyo, Japan.

His local projects include four fire station for Golder Ranch Fire District as well as their headquarters complex; the Davis Monthan Base Exchange; and numerous other projects.

Breckenridge Group, Inc. Architects/Planners is celebrating twenty five years of exceptional architecture in Tucson.  Breckenridge Group was founded on the premise that the highest quality of service can be provided by a select group of architects concentrating on a select group of clients.  The firm was founded in 1984 by Irvin E. Finical, AIA, along with Klindt D. Breckenridge, AIA, and Terry Lee, AIA.  Today Breckenridge Group is led by Klindt Breckenridge, AIA, President , and Terry Lee, AIA, Senior Vice President.  Throughout Breckenridge Group’s history, the firm has completed over 475 projects, including the Richard Jefferson Gymnasium, and the Eddie Lynch Athletic Pavilion at the University of Arizona; the City of Yuma Aquatic Center; and over 20 fire stations throughout the State of Arizona.

Join SMPS and find the support, education, and connections you need to strive!

Join the growing number of individuals who recognize that marketing in the architecture, engineering, and construction industry is a dynamic and distinctive profession.

COMPLIMENTARY WEBINAR PROGRAM (valued at $40) When you join or refer a new member from December 15, 2009 – March 15, 2010.

To join SMPS, please call 800.202.7677 or visit http://www.smpsarizona.org.

For additional information please contact the SMPS Membership Director, Darla George at dgeorge@haydonbc.com or Membership Recruitment Chair Deirdre Booth at deirdre@smallgiantsonline.com.

SMPS Arizona Chapter

The Arizona Chapter of SMPS was founded in 1983 and has grown to include over 200 marketing professionals from the A/E/C industry.  SMPS offers numerous opportunities including:

• Chapter activities including monthly programs, quarterly networking mixers, education events and webinars
• Access to key decision makers
• Career enhancing knowledge
• Relevant project leads
• Certification as an A/E/C marketing professional (CPSM)
• SMPS members-only website resources
• Local and national job bank

http://www.smpsarizona.org

National Benefits

Joining SMPS opens the door to a network of over 6,900 marketing and business development professionals from the architecture, engineering, planning, interior design, construction, and specialty consulting firms located throughout the United States and Canada.

SMPS national membership gives you exclusive access to the list serve, online membership directory, job bank, SMPS foundation, educational resources, Marketer magazine, an industry-specific bookstore, in addition to the annual conference, leadership training and much more.