CHICAGO—Every year at Newmark Grubb Knight Frank's annual Industrial Strength Connections Summit in Chicago, the company holds a special panel session that brings in a diverse group of clients for some straight talk. The session, typically the most popular at the conference, gives the many brokers attending a chance to hear what their clients really want and expect from them. Geoffrey M. Kasselman, executive managing director of NGKF's national industrial practice, began by asking panelists whether there were any aspects to their work lives that remained largely hidden from brokers but still had a significant impact on the type of service they need.
“Airports are our offices,” said Rob Pericht, senior vice president, customer solutions and operations development, Saddle Creek Logistics Services. And that constantly on-the-go lifestyle means they may not have time to gather the necessary details and intelligence on all the local markets where they have projects or prospective deals. Instead, for many national firms like Saddle Creek, it's the broker that fills in the knowledge gap. “We rely on you more than you know.”
Kasselmann wondered if brokers should communicate that gathered intelligence as it came in and was analyzed, or whether clients in general appreciated some down time. The response from the panelists was unequivocal.
“I appreciate urgency,” said Brad Manns, executive director, global integrated services-facilities at Cummins Inc. “There is a lot of hurry up and wait in our world,” and decisions can be made during those waiting periods, if the right information was made available.
“Communication is key,” added Pericht. “I need the information now.”
He built on that thought when Kasselman asked what things service providers either did well or should be doing. Brokers frequently have deep knowledge about local conditions, Pericht replied, and should not be shy about sharing it. And that includes information that perhaps does not seem perfectly relevant, since you never know what tidbits of data will spark new ideas among clients. “The more information you share the better off we'll be.”
The need for true transparency became a theme at the afternoon session. Manns said it was acceptable for a broker to not know everything, as long as the client was made aware of that, and the two could figure how to bring in another party that had the expertise. “If you're not the best in class for that product type in that market, don't take it on. It's going to hurt you and hurt us. That's a good way to end a relationship.”
CHICAGO—Every year at Newmark Grubb Knight Frank's annual Industrial Strength Connections Summit in Chicago, the company holds a special panel session that brings in a diverse group of clients for some straight talk. The session, typically the most popular at the conference, gives the many brokers attending a chance to hear what their clients really want and expect from them. Geoffrey M. Kasselman, executive managing director of NGKF's national industrial practice, began by asking panelists whether there were any aspects to their work lives that remained largely hidden from brokers but still had a significant impact on the type of service they need.
“Airports are our offices,” said Rob Pericht, senior vice president, customer solutions and operations development, Saddle Creek Logistics Services. And that constantly on-the-go lifestyle means they may not have time to gather the necessary details and intelligence on all the local markets where they have projects or prospective deals. Instead, for many national firms like Saddle Creek, it's the broker that fills in the knowledge gap. “We rely on you more than you know.”
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Brian J. Rogal
Brian J. Rogal is a Chicago-based freelance writer with years of experience as an investigative reporter and editor, most notably at The Chicago Reporter, where he concentrated on housing issues. He also has written extensively on alternative energy and the payments card industry for national trade publications.
