Get into the Really Useful Guide to Construction Marketing
The construction industry is highly competitive – you don’t need me to tell you that. It’s a crowded market and it’s easy to get to get lost in the herd. At CMS, we have decades of experience in construction marketing. We help builders, subcontractors and construction companies of all kinds to develop and execute a sales strategy that will grow their business. We know the industry inside out, we understand what it takes to succeed – and recently, we’ve been sharing our secrets.
The Really Useful Guide to Construction Marketing is a free ebook, and you can download it from our website. You can also read it as part of your continuing professional development with the CIOB.
The ebook is packed with practical advice on how to get out and win the work you want. It outlines how to distinguish yourself as a company, how to draw up a strategy, and how to improve your sales. You’ll read about getting the basics right, building trust in your brand – and how to fix it when things go wrong.
Marketing is easily misunderstood. For a lot of people it’s still associated with brochures and advertising. But it’s much broader than that. It’s strategic. It starts with getting to grips with who you are as a company and where you want to go, and proceeds to work out how to win the jobs that will get you there. That means targeted sales, not just broadcasting to the ether. The more specific you can be about the sort of work you want, where, and at what scale, the better your chances of success.
Once you’ve identified the kind of jobs you want, you have to go out and find them. We use market intelligence providers such as Planning Pipe to sort through the huge reams of information created by the planning system. This is a goldmine for marketers who know how to use it, because it allows you to be proactive. You don’t have to wait for the work to come to you. You can spot ideal jobs as they go through the planning process, and get your sales team to pitch for the work at the opportune moment.
Sales can be misunderstood too. The stereotypical salesperson is all about negotiation, persuasion and sealing the deal. We don’t see it that way. For us, it’s all about relationships. We identify the most promising, most profitable sources of work, and get to work building relationships with the key decision makers. We develop long term partnerships with firms that will lead to repeat business, cultivating those contacts over weeks and months. Of course, every sales hunter loves to bag a great contract, and we’re no different. But we know that good marketing is a long game; it takes patience. There’s a real art to it.
Perhaps you’re already doing some of this, and would like to get better at it. Perhaps you’re coasting a little as a company, and want to step up a gear. Or maybe you’ve noticed that market conditions are changing at the moment, and you don’t want your company to be a casualty of any downturn. Wherever you find yourself as a company, I believe you’ll find that our Really Useful Guide to Construction Marketing lives up to its title.
You can download the ebook now, free of charge.