Recently, I heard an interview with Ellen Ruppel Shell, a professor of journalism at Boston University and contributing editor to the Atlantic magazine, discussing her new book Cheap: The High Cost of Discount Culture. Among her many points (which you may or may not agree with) was this: She explained that in the absence of connoisseurship — that is when a consumer knows enough about a product or service to recognize good value — a buyer of goods or services will look for price to be the deciding factor. When a consumer is a connoisseur, he or she can easily discern value and will likely even pay more for superior value. I know that this is not necessarily breaking news for many of you, but consider the point as it relates to structural engineering services.
In the absence of other knowledge, how will structural engineers encourage consumers of their services — either architects, owners, contractors, or others — to buy from them? Will lowest price prevail? I hope not. I am not for an instant suggesting that structural engineers compete and undercut each other on price. (There are countless reasons why not to do so, and I agree with some of Ruppel Shell’s points on this one, but I will save that discussion for another editorial.) Rather, I am advising you proactively to seek ways in which to demonstrate and communicate the value of the structural engineering services that your firm can deliver to prospective clients.
In this month’s issue, several articles speak directly to this point. In the premier Structural Engineer A-List — an exclusive report on pure architectural firms that hire structural engineers — our staff surveyed architecture firms across the nation to learn how some among the profession are fairing in the current economy. Our goal was to provide you with an insight into the industry that provides a main source of your clients. Because we know several topics that are of interest to you as you re-tool your firms to create value, we asked the architecture firms about building information modeling (BIM), sustainability, and emerging markets. (Of course, this A-List resource is our way of demonstrating value to you.)
When discussing what they consider valuable, several of the architects interviewed indicated that they seek out structural engineering consultants who can deliver both economical and feasible structures. See page 22 for the article; the A-List begins on page 23.
Beginning on page 26, author Jay Ruby, P.E., discusses how to deliver value to clients in his article, “BIM + constructability = Better design + construction solutions.” Ruby purports that by leveraging technology and constructability early and consistently in design, tremendous benefits will result for the entire project.
Finally, popular columnist Richard G. Weingardt, P.E., retells the old adage of the “hotdog man” to again prove the point of communicating value and remaining profitable in an uncertain economy. “The View From Here” is on page 42.
How will you create a connoisseur out of your next, or potential, client so that he or she can discern the true value of your services and not rely on price to be the deciding factor? If your firm excels in BIM collaboration or shines with sustainable design, your clients — both current and future — need to be aware of this. In fact, if properly demonstrated, it is likely that your client will even pay more for services that are understood to be more valuable.
Jennifer Goupil, P.E.,
jgoupil@stagnitomedia.com
