Despite having a 75% shortlist rate, a regional architectural firm could only show a 10% win rate after interviewing. The firm enlisted MARKETLINK to perform a client perception survey to learn what was hindering the firm from winning work. From the survey and presentation debriefing sessions with past and potential clients, MARKETLINK identified the firm was not doing the appropriate and needed pre-positioning to understand client and project issues and “close the deal” in the final interview. MARKETLINK restructured the firm’s approach to business development by strategically identifying projects that aligned with firm goals and then connecting with selection committee members and project influencers to understand key issues.
LINK TO SUCCESS:
After getting shortlisted, the architectural firm changed its approach from discussing relevant experience to connecting with each audience member based on the knowledge gained during the business development process. The creative, client-focused approach resulted in a project win and became a building block for future presentations.