practical business development ideas for nde service providers

Practical Business Development Ideas for NDE Service Providers

Presented by Roy O. Christensen, RETChristensen Qualityworks Inc.

October 10, 2013

1

Learn how to identify and target NDE clients,and then service their wants and needs

Learn how to identify and target NDE clients, and then service their wants and needs

1. Identifying Services2. Understanding Services3. Improving Services4. Enhancing Services5. Expanding / Collaborating Services6. Knowledge & Relationships

This presentation is based on a series of six articles with the same title that were published in the CINDE Journal in 2012. CINDE Members can download a compilation of the articles from the Members Area of the CINDE website www.cinde.ca.

2Practical BD Ideas for NDE Service Providers

1- Identifying Services• “You must know what your customer’s values and

expectations are – then service them”

• Not all clients are equalo Target client – needs services and uses competitors

o Ideal client – has a great working relationship

o Flagship client – ideal client with preferential or exclusive service

o Problem client – demands more time and attention, but identify problems and solutions to develop a target client


1- Identifying Services• “Start with the end in mind,” for NDE: the report

• “A report should be clear why it is of benefit” by:o Protecting client’s interests

o Providing Code and project-specific data

o Identifying accept/reject results

o Including a sketch and/or pictures

o Using high-quality technical writing (e.g., clear & concise)

o Documenting deficiencies, non-conformances, or problems and solutions (e.g., repair or replace)


1- Identifying Services• Use personalized client communications to:

o Confirm project needs and status or progress (i.e., positive order entry)

o Report according to client needs (e.g., paper or email)

o Discuss significant findings and job status from the job site or with timely follow-up

o Send emails or cover letters with reports that summarize findings and status, with qualifications or other info

o Send a personal note or copy of the report and promotional or technical literature with invoicing


2 - Understanding Services• NDE not understood or identified early, may be

added to the critical path later

• Discuss NDE early on, before dispatch, to understand and validate client requirements

• Better yet, discuss NDE before service is required, to educate the client and yourselfo Benefits and limitations

o Services available or suitable & economical or advised

o Regulatory requirements, good practise, & new technology


2 - Understanding Services• “People don’t want a ¼” drill; they want a ¼” hole”

• Continuously connect with clients by:o Having an informative website

o Initiating face-to-face meetings

o Writing technical articles for publication

o Networking to identify contacts and opportunities

o Providing presentations at meetings or conferences

o Providing demonstrations at trade shows or events


2 - Understanding Services• When people need to get a job done, they can hire a

product or service to do it for them

• “By finding and defining common ground you can envision helping each other reach individual goals”

• The task for BD is to understand the wants and needs that your clients will hire you for

• “Instead of thinking about where you are, think about where you want to be”

• “It takes 20 years to become an overnight success”


3 - Improving Services• Objective #1 Maintain high quality services

o Develop and use checklists (see more in objective #2)

o Recognize different client service needs

o Pay attention that details are complete and correct

o Provide clear reporting with high-quality writing

o Provide certified personnel and procedures

o Provide formatting and timelines to meet client needs

o Have positive and constructive interaction with all client personnel – no cold calling required


3 - Improving Services• Objective #2 Establish client wants and needs

o Continually adapt services and educate clients

o Main business rule – it is necessary to grow

o If client’s aren’t calling you – then you need to call them

o Know the difference between working in vs. working on the business


3 - Improving Services• Service improvement = sales improvement

o BD Must connect with client wants and needs

o Connections must be personal by calling or meeting

o Technicians can learn sales skills easier than sales personnel can learn technical knowledge

o Include technicians in client meetings to demonstrate team bench strength with classroom-learned and field-tested skills


3 - Improving Services• Technicians are uniquely positioned as a workforce

and a sales and marketing force

• Checklists serve two very useful purposes: #1 what to do (junior) and #2 was it done (senior)o A good checklist ensures client wants and needs are

serviced today

o A great checklist is constantly updated to reflects feedback and new requirements


4 - Enhancing Services• Enhancement is developing what services are

provided and how services are provided

• An example of what services are provided is CSA W59 which requires visual inspection of completed welds, other needs are specified

• An example of how services are provided is with certified personnel and procedures, with good equipment and other requirements, 24/7

• Always upsell services by thinking “Do you want fries with that?”


4 - Enhancing Services• There are many challenges to meeting needs (e.g.,

certifications, staffing, season, & technology)

• Teamwork can provide enhanced and cost-effective serviceso Use job shadowing and on-the-job training (OJT)

o Two-person crews are faster with teamwork, safety watch, and a better understanding of client needs

o Use office-based or junior technicians for reporting

o Remember, personnel want to be engaged


4 - Enhancing Services• “Every business must create awareness”

• “Attraction marketing teaches the client what you are doing and their benefits”

• “Reverse marketing makes the client find the service provider”

• “A picture is worth 1,000 words,” so always:o Protect client confidentiality in the public domain

o Display company logos or a watermark prominently

o Use proper personnel protective equipment (PPE)


5 - Expanding / Collaborating Services• Expanding uses new or advanced NDE techniques

• Collaborating uses subcontracting or partnering to offer new services

• Some services may require significant investments of time and resources

• Other services may be introduced quickly with less effort


5 - Expanding / Collaborating Services• Expanded services may include:


Airborne UT Infrared thermography (IRT)

Balancing / alignment Leak detection

Borescope Phased array UT (PAUT)

Bolt torquing Positive material identification

Coating inspection Quality auditing

Ferrite testing Remote visual inspection

Ground penetrating radar (GPR) Source surveillance

Hardness testing Vibration analysis

High speed photography / video Visual inspection

5 - Expanding / Collaborating Services• New services should complement the business, not

compete for time and resources

• Increase chargeable time during periods of lower demand or off-season

• Engage employees with more training and development


5 - Expanding / Collaborating Services• Collaborative services may include:


Failure analysis Mechanical engineering

Material testing Structural engineering

Certified coating inspection Consulting for projects

Lifting equipment inspection Welding procedure development

5 - Expanding / Collaborating Services• Smaller operations can collaborate to be competitive

by adding services

• Larger operations can collaborate to maintain services during peak periods by adding resources

• Out-sourcing allows each company to focus on their area of expertise while sharing the work

• Success may require detailed proposals to explain advantages and any risks to the client


5 - Expanding / Collaborating Services• Does this all seem like more trouble than it is worth?

• The artist’s eye can see beauty in every landscape

• Appreciative inquiry applies this principle to business

• “It is accentuating the positive instead of eliminating the negative”


5 - Expanding / Collaborating Services• Problem solving is negative-focused, but

“appreciative inquiry takes you into a new realm of opportunities instead of fixing problems”

• A true entrepreneur sees business opportunities others do not, and develops them into successful products or services

• Existing services may be used to market new services and vice versa


6 - Knowledge & Relationships• If you are not gaining clients and business, you are

loosing them

• You must continually showcase your business as the best service provider for your client’s wants and needs

• Education is ever-important to a successful career

• The secret is it should never stop


6 - Knowledge & Relationships• Use formal or training programs, e-learning, or

webinars, and seminars to gain knowledge

• Read journals, publications, news letters, and articles, as well as new and used books

• Reading one hour/day equals 50 books/year and will help guarantee your success

• The CINDE website has links to many resources, see www.cinde.ca


6 - Knowledge & Relationships• The importance of networking and developing

relationships cannot be overstated

• The secret is that it is equally as important as knowledge

• Attending society meetings, industry events, and trade shows is good

• Volunteering to serve on an executive committee or exhibit at trade shows is better

• Giving presentations or writing articles is best


6 - Knowledge & Relationships• Find and reach out to clients, instead of waiting for

them to find you or identify your services

• Most people would rather die than speak in public

• Anyone can benefit from Toastmasters or other programs with communication and leadership training

• Developing relationships is equally important with clients, colleagues, and employees


6 - Knowledge & Relationships• Open Book Management (OBM) can improve

employer-employee relationso Public companies share financial information, in order to

sell stocks

o Private companies should also share financial information, so employees are aware and invested in the company’s success

• “To hell with smart phones, the best way to get anywhere is by using the human app”


Thank You

Thank you to the CINDE staff for editing and publishing the six articles in 2012, titled “Practical Business Development Ideas for NDE Service Providers”

Presented by Roy O. Christensen, RETChristensen Qualityworks Inc.http://www.linkedin.com/in/roycqi402.703.2686


practical business development ideas for nde service providers

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