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OPINION
It’s not me, it’s you
Building true, long-lasting professional relationships with your clients takes a lot of work – but will pay off for you in the end.
I recently made a move that my wife has been trying to talk me into, and friends swore would be good for me. I’ve resisted for years because, as an engineer-turned-marketer who is more-than-moderately OCD, consistency makes me happy. (Author’s note: What I call consistency is often called procrastination by others.) But there comes a point in some relationships where a change is best.
Brad Thurman, PE, FSMPS, CPSM
So, after nearly 40 years with the same company, I canceled my cable TV service. WHEN IS ENOUGH ENOUGH? My final straw was the latest “There’s been a change in your billing” email that raised my monthly rate to three times the monthly payment on my first car. No advance notice, no little note that said a hike was coming. Just, “Here you go, we appreciate your business!” A quick Google search showed that one of this company’s corporate values is “customer focus.” Uh, huh. And, I know, I could have called and asked if there was a way they could lower it. And they would have done it with a two-year commitment, after which the increase cycle would begin once again. Not my first cable rodeo. But here’s the deal. Rather than saying, “You’ve been a loyal customer since the Reagan administration and,
as our thanks, we’d like to offer you the deal that we offer our new customers to lower your payment,” they put the onus on me to initiate the ask. It’s a one-way, transactional relationship. I pay, they provide service, end of story. However, the AEC industry is about relational relationships built on respect, trust, and empathy. Right? Hmm. DOES THESE EMAILS SOUND FAMILIAR? “Hey, Brad, I’m Ross with ABC Widgets. I took a look at the great projects on your website and it looks like you’re responsible for widgets at Wallace Design Collective. I think ABC would be a fantastic partner for you in your widgeting needs. Here’s a link to my calendar. Please take a look and let me know when you can meet. Looking forward to it!”
See BRAD THURMAN, page 4
THE ZWEIG LETTER MARCH 10, 2025, ISSUE 1576
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