Contributed by John Wheaton
If the first question a client or prospective client asks about is related to price, then we know that their values are centered around cost. Most attempts to sell them otherwise will not typically work. To this purchaser, value is based on low price, and the product or service is viewed as a commodity. If the client-buyer is interested in what we’ve got, and we aren’t the low price, they may ask us to justify ourselves. I got this question last week “Why are you double the other price? Can you explain why your price is so high?” (This is a downward spiral by the way. Don’t answer the question to try to validate.)
I provided a polite and professional response, but didn’t answer the question exactly. I indicated what value was being provided and how the fee compared to other service-company fees in our category. My response asked the opposite question back, “Why is their price half of ours. Why are they so cheap? We are both looking at the same project, right?” Then I explained what was being provided and nothing more.
I didn’t hear back from that client yet. And there’s a good chance that I won’t. They will likely purchase the other provider’s services. Because what this client was really SAYING, not asking, was “Hey, you’re too expensive. I can get the same thing for 40% less.”
So why do I say that price is irrelevant? Because we buy based on our values. Price is the consequence, the manifestation. It’s not the issue. Price or cost-based buying says “any of these firms will do, just get me low price.” The problem with this is that the buyer is assuming that they are getting the identical service from any of the choices presented to them.
It’s never really about price. It’s about the buying mindset and values.
Cost-based buyers want low price. Cost leads the conversation.
Value-based buyers want what they perceive to be the best investment and value for the cost of the purchase. Value and investment leads the conversation, price falls out, sometimes negotiated, sometimes as stated.
Identity, connection, or brand-based buyers want to identify with a particular person, enterprise, brand or genre. Being connected to the associated values leads the conversation. Price is what it is; “If you want to be connected with us, the fees associated with that are as defined.”
Price is important, but price is really irrelevant. People already know about what they are willing to pay based on their mindset.
What kind of buyer are we seeking to attract?
What values are we seeking to communicate?
How is that portrayed in our brand?
Are we delivering?
Whatever we choose, we need to stick to it and dive deep. Pick a lane and stay in it. We can’t be all things to all people.
Contributed by Eric D. Lussier & Cherise Lakeside
Part I: Written by Cherise Lakeside - Co-Founder - Let's Fix Construction
In honor of Thanksgiving week, we thought we would take a breather from our typical posts and stop for a moment to share our gratitude.
August 15, 2018 marked the two year anniversary of Let’s Fix Construction. This passion project to bring the various disciplines together for positive, forward thinking solutions in AEC has been an adventure that neither one of us could have anticipated.
For me personally, this effort has been a growth experience that has continually surprised, empowered and motivated me to do even more to make a difference. I couldn’t begin to quantify the value of what I have learned or the amazing people that I have met along this LFC journey.
What did we do this year and what am I thankful for?
Contributed by Chris Maskell
Is there a problem with flooring glued to concrete with a high fly ash content? Fly ash is the finely divided residue that results from the combustion of ground or powdered coal and that is transported by flue gasses. It is used as a replacement for Portland cement in concrete and in some cases can add to the final strength, increase its chemical resistance and durability and can significantly improve the workability of concrete.
If you talk to enough flooring professionals on the subject of site preparation and related issues, eventually the question of concrete, high fly ash content and adhesive bond failure will crop up.
I've heard the question from all corners of the commercial flooring industry, and there are many concerns, but few definitive answers. As a result, many commercial flooring contractors are not warrantying their installations over such concrete. Instead, they add a disclaimer in their 'terms and conditions’ stating that no installation warranty is offered when a certain percentage level of fly ash in the concrete mix is exceeded. Some say 15%, others 20 to 25%, some say more. Such disclaimers won't protect the flooring contractor if there is a failure and things turn nasty.
Concrete with a high fly ash content results in a denser, less porous product. This in turn can interfere with the flooring adhesive’s (or hydraulic cement underlayment's) ability to mechanically bond. Hard troweling of the concrete surface to a super smooth finish adds to the problem, and introduces the need for shot blasting. Shot blasting requires time and money, both of which are in short supply at the end of the project when the flooring is scheduled.
As concrete mixes are proprietary to the concrete supplier, it can be difficult to confirm exactly how much fly ash is present in any one mix. If this is the case or where the concrete is super smooth, unusual in color, or if you are just not sure, then perform a water absorbency test in accordance with ASTM F-3191 and/or a bond test prior to installation.
Place dime sized droplets of water on the cleaned concrete surface, if they are not absorbed after 60 seconds (or in accordance with ASTM F-3191), you could be facing an adhesive bond issue. If this is the case then you need to shot blast to a concrete surface profile (CSP) of 1 or 2, or per adhesive manufacturers’ requirements depending on the floor covering to be installed. (A CSP 2 for example, is similar to 60 grit sandpaper)
Contributed by Liz O'Sullivan
(Editor's Note: It should be noted that the skilled trades gap has been a long time coming, and this post was originally written by Liz over seven years ago on her blog that you can find here)
I have great respect for people who work hard and are good at their work.
Many people consider hard work and skill to be respect-worthy. However, the same people who respect hard-working and successful doctors, actors, and software engineers, often have little or no respect for hard-working, successful construction tradespeople.
This lack of respect may partially stem from a lack of understanding of what is involved in the work of tradespeople. Sometimes we do a little fix-it work around our own homes and figure that it’s not that hard. We watch tradespeople on TV who make their work look easy, and think, “Oh, well I could do that.” But it actually only looks easy, and that’s because they know what they’re doing!
I suspect that there’s actually a deeper and broader pattern of thinking that’s at work here, and it needs to change, soon.
There is a lack of respect for the construction trades because of the push by schools to get kids to college. Somehow, attaining a 4-year college degree has become the only respected post-high-school option for many kids. It may be the only avenue they hear about from their guidance counselors and parents.
In the Denver Post on February 20, 2011, a guest writer, high school teacher Michael Mazenko wrote:
“…schools keep pushing the college-for-all mentality. The education system should promote the trades and skilled labor as much as it does academics and bachelor’s degrees, and education at all levels should become more experiential and skill-based.”
“This conclusion is supported by the recently released Harvard study that concluded not all kids should go to college – or at least not a four-year university in pursuit of a bachelor’s degree. The aptly titled report ‘Pathways to Prosperity’ recommends a new direction for education reform, based on the practical needs of students and the economy.”
Not every teenager really wants to have a career that requires a 4-year-college diploma. But there is pressure from society to go get that college diploma, or else he may be considered to be not smart, or to be an underachiever. Sometimes it works out, and the college student thrives, and ends up taking a career path that did require that college degree. Sometimes it doesn’t work out, the student struggles or hates college, or just wonders why he’s there, AND has student loan debt to deal with after the inevitable drop out of college.
Contributed by Brian Stroik
That was cool - the Crash Test Dummies have done their job again! The automotive industry found a way to ensure the safety performance for their deliverable for all manufacturers to owners (us), through testing and validation. Yet when we approach the subject of performance mockups within the building community, people seemed shocked at the suggestion. After all, it might cost something to make sure it gets done right the first time – heaven forbid!
Now, consider this: buildings today utilize thousands of products, from hundreds of manufacturers, with thousands of different chemical compositions, being installed by a group with a known labor shortage, managed by groups with all different delivery methods. Try and figure out that matrix of possible outcomes. Add in the fact that very few architectural schools teach building physics to students for the understanding of heat, air, and moisture transfer, and it is no wonder insurance claims and litigation from moisture and water issues in construction is a billion-dollar industry annually.
Let’s also ask the question: how many architectural firms have chemists or research and development labs or full-scale testing facilities? Very few. But as an industry, we are asking the architect to provide product choices in specifications and properly designed and detailed projects, with the full knowledge that no single person or firm could possibly know or understand all the technologies available for all six sides of the enclosure. So…how can the Owner be assured his building is being properly built? Use the building industry’s “Crash Test Dummy” – the performance mockup.
The performance mockup is used to validate the design, product selection, and proper installation of materials, prior to the final installation on the building. Would you build a car in your backyard for your 16-year-old to drive on the expressway at 70 MPH? If you answered no, then why would you expect a unique combination of design, materials, and installers to be able to successfully provide an Owner with a leak-free building on their first try? Remember…. every building is UNIQUE. Even if you use the exact same design from project to project, you must add in the experience, or lack thereof, of the installers for each building. So, consider even if you design and select the exact same materials for two identical buildings, there is no feasible way they could be built in the exact same weather conditions, with the exact same labor force. It is impossible!
The performance mockup can be built and tested in a myriad of configurations and at all levels of cost. The most important part is that they are tested - for water leakage, air leakage, thermal concerns and durability. Make sure people installing the mockup are also going to be working on the project. What good does it do the project if the knowledge gained by the mockup is not available for the actual construction of the project? Let’s do it right on the building the first time and aim to get the lawyers and litigation out of construction.
This is the first in a four-part series on performance mockups. Stay tuned for more information.
• Types of Mockups
• Testing of Performance Mockups
• Transferring knowledge from the Performance Mockup
Let's Fix Construction is an avenue to offer creative solutions, separate myths from facts and erase misconceptions about the architecture, engineering and construction (AEC) industry.
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