In the midst of difficult economic times, companies are looking for positive ways to fine-tune their methods of doing business. We, at WPH – Architects for Ministry, have been doing this by evaluating our services and looking for ways to improve the way we convey what we do to prospective clients. Everyone in our company has been involved in this process. We meet regularly to discuss such things as our experiences with clients, items that we do well, areas where we can improve and the diversity of the services we can offer. Our goal is to glorify God in everything that we do. This process helps us to refine our goal.
Almost 25 years ago, the leaders of our company made a commitment to work strictly with churches and associated ministries. We believe that our commitment, our experience and our uniqueness puts us in a valuable place for ministries that are looking for assistance in architecture. It has been a real blessing for us to meet with one another to share our ideas and watch their implementation. We have drawn on many resources, including some books on marketing, public relations and branding. Several of us have read the very thought-provoking and beneficial book Communication by Design, written by Joan Capelin. Her range of experience in consulting with professional service organizations (with a specialty in design and construction industry) in the area of public relations has served her well, and she draws on her wealth of knowledge to the benefit of her reader.
Joan’s book is extremely reader friendly as she has laid it out in 29 concise Principles (Chapters). She focuses on communication between all parties and through all phases of an association. Her recommendation is to be intentional with communications. We have learned, as Joan says, “Everyone owns the client.” Each of us must do our part to enhance our clients’ journey with us. In line with this statement is the advice that, “First you market internally.” Joan quotes the president of the AIA, David Helpern in writing, “Gather everyone who will be involved in the project to discuss the client’s culture, level of experience, personalities, and expectations; goals for the client, your firm, and the team; priorities; and details down to how to dress when you are together with the client. This will set forth responsibility, authority, and accountability right from the outset.”
If we treat our clients and associates with respect and like friends, Joan says, we will build solid relations that last. We have the length of an entire job to build positive relations and leave a lasting impression. It is important to keep information flowing from the beginning to the end of the project. We must solicit feedback concerning our services on a regular basis. My co-worker, Kelly, has already designed some postcards for us to send out to our clients asking, in various ways, “How are we doing?” We are looking forward to the feedback from our clients. Our clients are our most valuable resource when it comes to future work. Joan has reminded us of that truth.
We were pleased to read Joan’s comment to “Enjoy the journey.” Last year we re- identified significant milestones along our journey with our clients and decided on ways to recognize these moments. We have been more intentional about contacting present and past clients. The admonition (“Be a good listener so that you can respond well to a client’s needs and goals.”) is one that we are trying to improve upon. I love the quote from Mozart: “The silences between the notes are as important as the notes themselves.”
Because of the number of years we have been in business and the depth of our experience, we have many stories to tell. Determining the best way to tell our stories has been a real challenge. We have many benefits to offer from our involvement in our client’s projects and want to portray this in the best way possible. We intend to try some new methods for spreading our story. We are developing a brochure to tell the story and explain the journey that our clients take with us.
No matter what we do, we do it the best way we know how. Joan says, “Don’t start anything that you can’t finish. Performance is judged at the finish line.” I say, “Amen!” This is the challenge and this is the encouragement. Reading Communication by Design has been an inspiration for me and my co-workers. It has shown us things that we are doing well and areas where we can improve. It has given us food for thought and motivated us to make changes and implement new ideas. It will be a reference book that we will use frequently.
[...] / real estate industries. Our Joan had just read her book Communication by Design and written a blog post on it here in The Ministry Café. Nancy had not yet discovered our blog site, and Joan referred her [...]