By Richard Pettinger
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Additional info for Construction Marketing: Strategies for Success
Comfort and liking occur when elements Customers, Consumers and Clients 33 and features accord and harmonise with each other. Instant rapport is achieved when initial perceptions coincide, meet expectations and lead to an initially productive relationship. This is developed as people become more familiar with, and knowledgeable about, each other and about situations and circumstances. The greater the continuing coincidence, the greater the harmony and accord, and the more flexible the boundaries of this become.
The opportunity therefore arises to do the work and from that, to build a direct, specifically favourable, response and to change attitudes as well as, and alongside, generating repeat work. 5. Understanding customers, consumers and clients therefore means understanding human and professional behaviour, and the constraints placed upon it. The chief concern is recognising what is important and essential to clients and client's representatives in particular situations, and presenting the capabilities of the contracting or potential contracting organisation in ways that meet this to best advantage.
Ignorant or not, credibility is often damaged, sometimes destroyed - and sometimes unwarrantedly enhanced - and this, in turn, affects the general viability and long-term prospects of the given project - and of the contractors and clients involved. The role and influence of consultants on both contractor and client sides has also to be considered. Organisations engage experts (whether independent or in-house) so that they are able to make better informed choices and decisions. The recommendations and advice of acknowledged experts normally therefore carries great weight, especially with those at the top of organisations who may nevertheless have no particular expertise in the field.