2. Getting Started in Sales
Everything we’ve looked at so far is foundational. It’s all been about working out who you are and communicating it to others. Without these basics, you’re going to struggle in a crowded marketplace. If you’ve got those foundations in place, you can really start to build your business more proactively. That leads us into the world of construction industry sales.
If you’re aiming for long term growth and profit, you’ll need all the basics in place. Then it’s time to start developing an intelligent, effective strategy that will target the best tenders.
What a Good Sales Strategy Can Do for You
Developing an effective sales strategy for a small or medium-size building contractor is not difficult - and implementing it does not have to be expensive.
To give you an idea of what it involves from a tactical perspective, one of our CMS sales hunters would be able to deliver results for your business through one concentrated sales day per week. From this day of sales hunting we’d expect to generate one or two appointments for the directors with targeted potential work providers. We’d be looking to secure 3 – 5 tenders a month.
Sounds good, doesn’t it? A small company can achieve serious growth from just two to four dedicated sales days a month, and by the end of this guide you’ll know how to do just that.
To get those kinds of results, you’re going to need the right tools for the job. Your marketing toolbox will need to include:
A serious, long-term commitment from the directors and managers to the active sales strategy. Growth doesn’t happen overnight.
A strong, attractive and effective corporate identity, as we’ve already discussed.
Clear thinking about the company’s market focus, so that your salesperson can prioritise and target the best and most appropriate business.
Effective marketing resources for introducing the company and following up contacts – i.e. a brochure, website, email material, case studies, etc.
Great market intelligence – that means among other things a well selected set of project sales leads to work from – and we’ll come to these next.