The professional's difficult position in defining what the client needs

Most of the time a new customer shows up, they don't know what they need. He knows exactly what he wants. However, wanting and needing are not the same thing.

The union of the NEEDS with the WISHES of the client is also a function of the professional.

The client is under no obligation to know how the stages of a project work, much less how it is executed. And here comes an important point: the professional's ethics in really selling what the customer needs.

You know when your car breaks down and you go to the mechanic? It's the same feeling the customer has. You are there with the mechanic and he says, curtly, what must be done. You continue not understanding anything and with the level of distrust to the edge.

Well, to make a good sale, the good professional must have the ability to explain simply, to the customer, what must be done so that he can reach his final objective. The professional who has this skill developed is one step ahead. Point.

Here is an example within my field: I am a civil engineer and therefore I receive many clients who ask me to design a house. The answer that comes to my mind at a fraction of a second is: “I'm not an Architect, I don't design. I do structural calculus”. What happens at that moment? The customer gets a “landscape” face and, on top of everything, thinks I'm arrogant. Not for the least, no one has an obligation to know how the stages of their work work.

My own mother, who “accompanied me” throughout the university, told me, right after my graduation: “Now you can design my house, right son?”. I looked like a landscape.

Our culture of “building without a project” contributes a lot to this. Little by little we grow, evolve and improve ourselves as a society. The amount of information we have available, literally at our fingertips, is infinite.

The professional must have the humility (in addition to professionalism) to explain and exemplify, to the client, the necessary steps to reach the desired result.

For those who were wondering what the answer to my example would be: I should explain to the client that the design of a residence must start with the architect. The architectural project must express in the form of a technical and artistic drawing (very important) what the client wants combined with their needs and distributed in a practical, elegant and functional way. At this point, it is worth emphasizing, for the client, the importance of functionality and practicality of a project. Next, I would explain that in order for the project to achieve the desired performance and durability, structures, foundations, hydrosanitary and electrical projects must be carried out. This is the basic, minimum and necessary package for the good functioning of the project. In addition, a good budget spreadsheet comes with a “champion” package. Here comes the hard part, convincing the client that they NEED all these projects.

It has the aggravating factor of the price. It is obvious that the price of the “champion” package is higher than a simple municipal project. However, nothing costs more than a house that doesn't work, that doesn't have natural lighting or ventilation, that doesn't have pressure in the taps, etc. This paragraph tends to infinity.

What few know is that projects cost around 1.5% of the total cost of the work. Sounds like a good deal now, doesn't it? Do you really want to save? Focus on the finishes, these can cost up to 50% of the total value of the work.

A message to fellow professionals, architects and engineers, pay attention to your professional positions and work in a group. A good project is the union of different specialties.

A final message to friendly customers: always look for a good professional. Cliché phrase: The cheapest can cost much more right up front.

Good projects to all.