Stage
0
Activities
Get Involved
- Join Industry groups, attend events, lead committees – CoreNet, IFMA, IIDA, etc.
- Join vertical market groups - Legal, Financial, Tech, Life Sciences, etc.
- Create a lead group – Leverage CRE contract supplier partner lists from HNI Global
- Start small. Find 3-5 people who can help you ID new projects
Stay Involved
- Follow-up with new contacts after meeting them
- Add new contacts to Salesforce
- Develop a drip campaign through Salesforce
- Sponsor &/or attend events important to your influencers
- Support your network on social media, comment / like posts
Map out the Market
- Meet with dealer leadership and HNI Global to understand current relationships in the market – Prioritize firms, identify new/existing contacts, assign responsibility for new contacts
- Understand history with different firms and clients – “What's our win rate with CBRE? Which PM’s support us? What major projects have we recently won?”
Tools
Networking Group Websites
CRE Contract Supplier Partner Lists
Trade Partner Training / CRE Contract Overview
Internal HNI Tools
- Export Contacts for each of the 4 firms in the market
- Develop / Customized Drip Campaign
- Identify top CRE contacts
CRE Reports from HNI Finance
- Which CRE Firms are we winning with? Which PM’s?
- What projects are currently in the funnel?
- What significant projects have we won over the past 2 years?
Reach out to Pam Pusateri at pusaterip@hni.global for access to internal tools.
Discovering
Stage
1
Activities
Uncover Leads
- Leverage industry relationships to find out who’s looking for space
- Ask tenant brokers if they are willing to share “Tenant In Market” (TIM) Lists
- Who are the largest companies headquartered in your market? Fastest growing? Hot vertical markets?
- Sign up for the local business journal or real estate publication to track new leases
Understand Client History / High-Level Research
- Who have they used in the past? Who is the incumbent? Does the client have any active furniture MSA’s?
- Review HNI history – Salesforce, Finance/Bid team, HNI Global relationships, International relationships
Surround the Sale
- Identify who the client has hired for their current project – Tenant Broker, Leasing Broker, Project Manager, A&D Firm/Designer, GC, Flooring, A/V, HVAC, etc.
- For large clients, reach out to HNI Global team to see if they are a CRE Global Account – ex: CBRE GWS, C&W GOS
Tools
CRE Section of Local Business Publications
Tenant in Market Lists
- Request from CRE Tenant Broker after relationship has been established
Business Journal “Book of Lists”
- Typically published by local business publication – “Fast 50” “Largest Law Firms” “Up and coming Tech Firms”
Reach out to Pam Pusateri at pusaterip@hni.global for access to internal tools.
Validating
Stage
2
Activities
Connect with suppliers who have been awarded the project
- Congratulate them on the award!
- Ask if there is a furniture opportunity, and if we can bid on it
- Share resources and tools that create value
Communicate Value Proposition
- Floor Plate Portfolio
- Risk Mitigation
- Flawless Execution
In-Depth Client Research
- What are their core values, priorities, initiatives? How do these align with HNI? Where are their locations? Number of employees? Recent news? Financial outlook? Who are the key stakeholders? CEO/CFO/HR/IT
- Reach out to HNI Global team for help/support via GAME Plan – Sales Optimizer?
Determine “Go” / “No-Go”
- Based on supplier feedback, our value proposition, and client goals, should we dedicate resources to pursue?
Tools
Communicate Value Proposition for CRE:
- Brandcast “Microsite” – To Highlight Resources for PM’s
- CRE Contract Overview – (demonstrate savings): JLL, CBRE, C&W, Colliers
- CRE Buying Agreement – (prove credibility): JLL, CBRE, C&W, Colliers
- Dealer Project Profiles
- Allsteel-Gunlocke Project Profiles
- HNI Global Project Profiles
Customer Details
- Customer Website
- Yahoo Finance (10K Statement) – search for company ticker
- Social Media – Instagram, Facebook, Glassdoor, LinkedIn
Internal HNI Tools
Salesforce
- Export Contacts for each of the 4 firms in the market
- Develop / Customized Drip Campaign
- Identify key stakeholders, Create lead lists, Identify headcount in different markets
CRE Partnership Reports - Internal (to come)
HNI Global GAME Plan – Account Mapping Tool (Sales Optimizer?)
“Go” / “No-Go” Form (Lead Verification Form)
Reach out to Pam Pusateri at pusaterip@hni.global for access to internal tools.
Solutioning
Stage
3
Activities
If specification has not been developed (by CRE PM or A&D Firm):
- Leverage your research to match client needs with HNI Value Proposition
- Engage relevant HNI Resources
- Workplace Advisory, Sustainability, Ergonomics, International, DPG/WFH Team, HNI Global team
- Offer to support the design process
- Live Design Session – Organize with CRE PM and A&D firm
- Share idea starters & look books
- Showrooms – in person visit, or virtual
If specification has been developed:
- Leverage CRE PM & A&D knowledge to match client needs with HNI Value Proposition
- Request specifications ahead of formal RFP
- Work with ASI design applications and dealer design team to flip to HNI Solution
- Request Live Design Session with CRE PM and A&D Firm – Virtual or in person
Tools
Budgeting Presentations
- Various Dealer Formats – Calculate $/SF
- Format from Proposals Team - Calculate $/SF
Idea Starters and Look Books
HNI Global Workplace Planning Guide
HNI Showrooms – Physical & Virtual (Matterport)
- Americas: Muscatine, New York City, San Francisco, Boston, Chicago, and Washington D.C.
- APAC: Bangalore, Mumbai, Pune, Beijing, Shanghai, Dongguan, Hong Kong, and Singapore
Dealer Showrooms
Proposing
Stage
4
Activities
RFP is Received!
- Create Mindful Response
- Follow Directions as outlined
- From your research, what aren’t they saying that’s important to them?
- Tell a story of why you can solve their pain points (besides just product)
- Remember, it’s not always about price.
- Craft the perfect team for them and express how this was done. People decide based on the complete experience.
- Decide who from the team will be the consistent point of communication to the client, A&D, CRE and follow it.
- Differentiate your response -creative packaging, Microsite
- Don’t over complicate the response
Continue strategy started in the beginning
- Social Media campaigns
- Networking with others who have been awarded the project already
- Cross paths with influencers, but do not bring up the bid. Allow them to do so
Tools
Dealer Reference Guides
- CBRE, Colliers, Cushman & Wakefield, and JLL
Brandcast “Microsite” – To Respond to a Client RFP
Videos
- Product Animations
- Project Profiles
- Others?
Yulio - HNI
Closing
Stage
5
Activities
Finish Strong
- Personalize tours with branding, name tags, take-aways (digital or printed).
- Know your audience and create the experience for them and their culture
- Don’t assume anything, A&D firm may have a different perspective than what the client is really looking to solve.
- Be authentic
- Ask for the job with thoughtfulness – define next steps
- Send follow up - Thank you with team photo, value added information
Tools
WPA Research Summaries: These are posted on Brand Connect and organized by topic, and then by date. They are also on Brainshark. Select specific summaries based on topic the client/design firm have mentioned. This illustrates one way Allsteel is able to keep ‘current’ and provide insights to the client.
WPA Workplace Strategy Insights and WPA Organizational Culture Insights: There are links to WPA papers and current blogs. Topics include;
- Distributed and Hybrid Work
- Work from Home
- 6 Factors that support knowledge worker productivity
Three ways to design the workplace for organizational success: Summary of key factors impacting the workplace and options for designing the workplace for success.
WPA Services Journey: This gives a really quick summary of how we can support a client.
Post Occupancy Assessment: This can be used as a stand-alone tool or coordinated with a Pre-Occupancy Assessment.
Distributed/Hybrid Work Readiness Assessments: Used to determine both manager and Employee readiness after return process begins.
WPA Planning Strategy information:
- Types of Component and Spatial KoP Examples
- KoP + 4 Neighborhood Planning
- Modular Planning Examples Presentation
Technology in the Workplace Infographic (Our technology POV is being updated; unfortunately, I don’t have a definitive timeframe now.)
Post-Win
Activities
You’ve Won!
- Create plan to go after segments you didn’t win.
- Architectural products, accessories, acoustic products
- Develop a plan for a Project Profile after install is complete:
- Photography, Project details (Total spend, total SF, $/SF, Journey, quotes from CRE/A&D/GC partners, Quotes from the client.
- Work with fellow partners (PM/A&D/GC/Broker) to stay engaged with the client: Post occupancy assessments, Ergonomic evaluations
- Explore the possibility of a multi-year contract with the client:
- Explain benefits of a master service agreement (MSA), key performance indicators, (KPI’s), and service level agreements (SLA’s)
- Ask about additional/future locations + potential standards program
- Stay engaged with influencers tied to the project: CRE PM, CRE Broker, Client: Never be in a position that your main contact left to open the door to competition.
- Continue to engage with influencers via LinkedIn, continue social campaigns.
- Knowledge summit with their key stakeholders. Bring in our experts on what matters to them.
- Stay in touch. Send articles or events that they would be interested in. Be personal.
Tools
WPA Research Summaries: These are posted on Brand Connect and organized by topic, and then by date. They are also on Brainshark. Select specific summaries based on topic the client/design firm have mentioned. This illustrates one way Allsteel is able to keep ‘current’ and provide insights to the client.
WPA Workplace Strategy Insights and WPA Organizational Culture Insights: There are links to WPA papers and current blogs. Topics include;
- Distributed and Hybrid Work
- Work from Home
- 6 Factors that support knowledge worker productivity
Three ways to design the workplace for organizational success: Summary of key factors impacting the workplace and options for designing the workplace for success.
WPA Services Journey: This gives a really quick summary of how we can support a client.
Post Occupancy Assessment: This can be used as a stand-alone tool or coordinated with a Pre-Occupancy Assessment.
Distributed/Hybrid Work Readiness Assessments: Used to determine both manager and Employee readiness after return process begins.
Technology in the Workplace Infographic (Our technology POV is being updated; unfortunately, I don’t have a definitive timeframe now.)
Brandcast “Microsite”- Develop Client Standards Program
Post-Loss
Activities
You’ve Lost
- Create plan to go after segments you didn’t win.
- Architectural products, accessories, acoustic products
- Set a recap call with the CRE PM to understand reasons for loss
- “What did we do well?”
- “Where did we miss the mark?”
- “What can we do differently next time?”
- Share feedback with HNI + Dealer team members involved in the bid
- Pricing, Proposals, Design, Product, Operations
- Stay engaged with influencers tied to the project: CRE PM, CRE Broker, Client: Never be in a position that your main contact left to open the door to competition.
- Continue to engage with influencers via LinkedIn, continue social campaigns.
Tools
WPA Research Summaries: These are posted on Brand Connect and organized by topic, and then by date. They are also on Brainshark. Select specific summaries based on topic the client/design firm have mentioned. This illustrates one way Allsteel is able to keep ‘current’ and provide insights to the client.
WPA Workplace Strategy Insights and WPA Organizational Culture Insights: There are links to WPA papers and current blogs. Topics include;
- Distributed and Hybrid Work
- Work from Home
- 6 Factors that support knowledge worker productivity
