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Anticipating project needs can lead
to good publicity, great profitability
By Randy Bonnecaze
The bricklayers are working on a jobsite and each is asked
what he's doing. The first declares that he's laying brick,
while the second says he's building a wall. The third gentleman,
however, replies that he's building a cancer research facility.
As a contractor, you have a choice: You can work blindly, doing
only what the owner asks, or you can use your experience to
add significant value to a project. The third contractor is
doing just that - he's not only "laying brick" or
"building a wall." He's also well aware of the owner's
objectives and the project's details, and he's ready to add
expertise that will elevate that job beyond the ordinary. Let's
look at how you, too, can enhance your construction company's
reputation - and profitability - by using your experience and
knowledge to help owners avoid mistakes.
See the big picture
Many contractors assume that a project owner knows what he
or she wants and needs in a building. But, remember, most
owners' core businesses are not making buildings or facilities.
Sure, one may say, "We need to establish office space
for 150 people and we want a Class A building." But what
does that really mean? Translating what they need into an
actual space or building means you must help them meet a project's
intended purpose, which may not be what they specifically
ask for. So you must look for issues related to an owner's
business strategy, because most neglect this during their
so-called "needs analysis."
For instance, a business that occupies downtown real estate
even though a suburban location would better suit it. If you
point out to the owner that clerical jobs are easier to fill
in the suburbs, the company can better justify a move. And,
as the contractor who uncovered this need, you'd be in a prime
position to win the bid on this new suburban building. After
all, you'd have already added significant value to the project.
Even if an owner has chosen an appropriate location, consider
the building's placement. Suppose a company highly values convenient
customer access. So it plans to build near a congested freeway
interchange. Unfortunately, putting the building there may actually
hamper - not help - customer access.
Another example is a company that wants to provide free on-site
parking for its employees but doesn't realize the space available
for the parking lot isn't big enough to fit its entire work
force. If you catch such an error early in the project, you'll
save the owner a lot of money - not to mention the hassle of
dealing with the disgruntled employees - who couldn't park in
the same place as their co-workers.
Look at the little things
As mentioned, knowing the end product and its purpose can
mean the difference between a welltimed, successful project
and a dragged-out, costly disaster. Although you must always
respect an owner's plan, you're still the one putting that
plan into reality. And when you're in the field, you may recognize
when a specific size or material is not the best thing for
the project - especially when you know what it will be used
for.
Suppose the owner has specified a medium grade of flooring for
the building and, knowing the structure's purpose, you recognize
that part of the floor will get heavy foot traffic. Should you
maintain a "respectful" silence? Of course not - suggest
the owner enhance the flooring quality to meet the need that
you know from experience the building will require. Let's face
it: No matter how well you install the medium-grade flooring,
the owner will never appreciate your efforts if the floor becomes
a maintenance problem or deteriorates soon after completion.
On the other hand, the opposite situation could occur. Perhaps
you've worked on projects where an owner was splurging on expensive
materials that were simply overkill for that part of the building.
Again, knowledge of the structure's end use could prompt you
to suggest a downgrade that would save the owner money, provide
funds for more appropriate upgrades and speed job progress.
Envision a brighter future
Focusing on an owner's needs has another benefit: marketing
your services. If you can demonstrate your knowledgeability
to a prospective owner before other contractors show up, you'll
gain a key competitive advantage. And contractors who gain
a reputation for quality construction work and the ability
to save owners money will get more referral business as news
of their sensitivity spreads.
Fact is, today's contractors aren't judged only on how they
build. They also must stand ready to add value to a project
in any way possible - and a good place to start is by ensuring
that what you're building truly suits an owner's purpose.
Editor's Note: Randy J. Bonnecaze is a Certified Public
Accountant (CPA) with Hannis T. Bourgeois LLP, Baton Rouge.
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