Meg's Corner: Tracking the Latest Trends in Short-List Interviewing

Thoughts from Meg Winch, President of Communication Resources Northwest:

Having coached several winning and losing presentations for architectural and construction firms this month and last, I’ve been reflecting on some of the changes this new market is requiring of all of us in working on short-list interviews.

The successful interviews I’m seeing are less focused on the use of Power Point and flashy graphics, and more focused on interpersonal relationships and conversations with clients. While the visuals the project teams used in the presentations were sophisticated, there were fewer of them. These were used to make very specific, compelling points about the process.

In these interviews, the presentation teams were visibly relaxed and even felt comfortable joking with each other. This doesn’t mean that the interviews were informal. Rather, they were very well choreographed and focused on building relationships. The selectors seemed significantly more relaxed and friendly. I think in these tense economic times, selection teams may be looking for people with whom they can communicate, rather than flashy presentations full of unconvincing promises. Successful presentations seem more honest to me somehow. They are not delivered by the best speakers of the firms with the most experience but, by real people who’ve taken the time to understand the client’s needs and the details of the project.

On the flip side, I just worked with a team who lost a presentation solely on price despite having delivered the best presentation. This was a hard loss both because it was a strategic project and because the team really needed the boost that a winning presentation can give. What this tells me is that in this economy, we have to look at all the aspects of the deal in order to be successful. While a great presentation with a clearly communicated value proposition can overcome some price difference, we can’t expect to overcome a huge price difference. That said, we have to help clients make sure they are comparing apples to apples and not buying a deal that is really too good to be true.

In this economy, we do know that some firms are winning new clients by undercutting fees. Some of these firms are keeping their commitments for the quote and price and I applaud their willingness to offer the client the kinds of deals that bring these firms the work. I do, however, question whether this is a sustainable marketing strategy. Firms are hoping to draw in new clients with low initial offers assuming that the client will remain loyal even when prices go up on future projects. Firms need to be careful that their promises of excellence are kept along with their promises of low prices. Savvy clients are getting increasingly good at seeing through a low-ball initial offer. So, we shouldn’t assume that the only way to get projects is to engage in price wars with our competition. In fact, when we put ourselves on sale, I’m not sure the industry is better for it. Rather, I think we should be looking at value propositions that are meaningful to our clients to help us understand the competitive difference they get with our organizations and help them overcome the natural urge to be easily seduced by a low ball offer.

For more information on how to deliver compelling, successful presentations, check out Communication Resources Northwest’s new training DVD entitled “Winning the Short List.” This affordable training tool teaches our proven method for delivering winning short-list interviews and includes an Instructor’s Guide and Participant Handouts.

Meg Winch is the President of Communication Resources Northwest, a consulting and communication firm specializing in helping project teams communicate. For 20 years, she has helped project teams from Architectural, Construction and Engineering firms win new work by coaching them through the short-list interview process.

She specializes in the facilitation and training of communication and organizational skills, working with project team members to enhance the communication behaviors critical to their jobs. She is a trained facilitator of formal partnering and public involvement processes. She regularly works with teams to develop presentations, manage messages, and develop communication strategies and agreements. Meg also works with both public and private sector clients to develop comprehensive programs of both qualitative and quantitative research. Meg holds BA degrees in Communication and German from the University of Washington and an MS in Communication and Group Dynamics from Purdue University.