How to Gain and Retain Clients:
Establishing Trust, Respect, and
Likability Fast
Breakout Session #: B05
Presented by: Hilary Fordwich, Senior Vice President and
Executive Director, AOC Key Solutions, Inc.
Date: Monday, July 22
Time: 2:30pm–3:45pm
The 5C’S OF SUCCESSFUL
Contract
MANAGEMENT/ENGAGEMENT
NCMA Nashville, TN
July 22th, 2013
2
Session Overview
1 Learning Objectives
2 Background & Goals, Approach to Solutions
3 Tactical & Practical Applications of “Nuggets”
4 5 C’s Process
Learning Objectives
Leverage 5 C’s to
gaining new business
& retaining; avoiding
selling that alienates
everyone.
Leveraging 5 C's
process into go to
market strategy
Integrate business
development
strategy into
engineering client
services
Short & long term
approaches
Confucius:
“Tell me,
I’ll forget
Show me,
I may remember
Involve me,
I’ll understand.”
Why We Are Here Today… %
Success?
Why We Are Here Today
CARNEGIE INSTITUTE
OF TECHNOLOGY:
about 15% of one’s
success is due to
one’s technical
knowledge, 85%
due to skill in
“…in such
Professional
fields as
engineering,
law, auditing,
IT, accounting,finance
and architecture...
Human
engineering…."
WANT
WANT
T
L
R
WANT
T
C
L
R
C
C
C
C
Lack of Client Service & Relationship
Management Training
POSITION FOR SUCCESS
Results
Lack of Client Service Relationship
“Hasta luego & good
luck gaining &
retaining clients,
serving clients,
building a team &
furthering your
career.”
Your Goals?
Professionals who excel at
85%...
…Have a certain quality
85%
15%
• Maister
• Everyone does
business….with
people they…?
• 11 seconds
% Trusts:
Interactive Judgment Congruence?
• ? of meaning is facial expression (VISUAL)
• ? of meaning is the way words are said (VOCAL)
• ? of meaning are words spoken (VERBAL)
Dr. Albert Mehrabian
Professor Emeritus of Psychology, UCLA
The 3 V's Rule
Trust:
Interactive Judgments Congruence
• 55% of meaning is facial expression (VISUAL)
• 38% of meaning is the way words are said (VOCAL)
• 7% of meaning are words spoken (VERBAL)
Dr. Albert Mehrabian
Professor Emeritus of Psychology, UCLA
The 3 V's Rule
WANT
WANT
T
L
R
LTR
WANT
TRUST
LIKEABILITY
RESPECT
Likeability +Trust + Respect =
Inseparable
1. Likeability is not an art, but a
science
2. Trust: the power of your personal
impact
3. Respect based upon technical
competencies
Blink- Analysis of Malpractice
Lawsuit Risk
Opportunity Identification
 Some highly skilled doctors
are sued a lot
 Some doctors who make
mistakes are never sued
 Most people who suffer due
to doctor negligence never
file
 Patients DON’T file due to
shoddy medical care
= How patients were
“TREATED”

“People just don’t
sue doctors they
like,” Alice Burkin,
Leading Medical
Malpractice Lawyer
Relationship
Poor Relationship
Likability

Patients in malpractice
suits say they are
•
“Rushed, ignored,
treated poorly”
•
Findings for surgeons
who are never sued:
–
–
–
–
–
Spend an extra 3
minutes
Use “orienting”
comments
Listen
Use levity
NO
DIFFERENCE…
information
Whether you like it or not…
Perception IS Reality…Brand Value
Everyone leaves an impression and an image
which is always one of the following:
Positive
Negative
Neutral
Building of Trust
Product=Transactional
Product=Transactional
Immediate order
Little or no contact
Mass distribution
Product duplication
Immediate
order
Short or
term
Little
no orientation
contact
Sales distribution
team emphasis
Mass
Anonymous
servicing
Product
duplication
Lack of
personalization
Short
term
orientation
Sales team emphasis
Anonymous servicing
Lack of personalization
Services=Relationship
Maturing of judgment
Frequent contact
Intimate knowledge of business
Tailored servicing
Long term orientation
Business development
Professionals servicing
Sequential interactions
Power of the Five C’s
of Relationship Truths
Naysayers? Each has a proof point
1
Relationship Insurance—Extension of “Honeymoon”
2
In Reverse—Vendors & Staff
3
Gaining and Retaining—”The Armor”
1st C Proof Point= Worked
Across the millenniums regardless of
• Culture
• Religion
• Ethnicity
Five C’s of Relationship Truths
Concern
 Your client and their needs
 Empathize, really empathize
Candor
 Be straight, be honest, no exaggeration
 If you don’t know it, admit it
Communication
 “Buy in your language; sell in theirs”
 Visual versus internal (hands, eye
contact, etc.)
Competence
 Know to tailor your services
 Demonstrate solutions
Connection
Find common ground
 Neutralize differences
WANT
TRUST
LIKEABILITY
CANDOR
COMMUNICATION
RESPECT
CONCERN
CONNECTION
COMPETENCE