From the Desk of Adam Bean
How Top Tier Construction Companies can leverage their largest underused asset (their people) to effectively to build rock solid client relationships, and create an unassailable competitive advantage over their competition.
The glory days of the construction industry are all but over, at least for the foreseeable future.
It’s extremely tough out there in the marketplace and it’s going to get tougher.
With new technologies and unstable economic conditions (current oil prices being just one factor) finding any competitive advantage is paramount to be able to consistently win projects and maintain bottom line profits.
You need every possible competitive edge that you can get your hands on to consistently and reliably win the quality projects that provide the best profits.
Relying solely on a business development managers (or a handful of key people’s) contacts to generate enquiries and contracts is fraught with danger.
What if they decide to up and leave tomorrow (with all of their contacts) or are stuck down with health issues that could put them out of action for extended periods of time.
Where does that leave your company?
How much time is it going to take you to recover from a setback like that?
Actually the real question is…
Given the tough economic conditions could you actually recover from a setback like that?
It’s not all doom and gloom though.
The huge potential to gain a competitive advantage (and mitigate that risk) lies in leveraging site based personnel as ambassadors for your company.
Then instead of relying on one or two key people’s connections to win you work, your ability to reach and connect with key decision makers that award contracts expands dramatically.
However the problem with asking people that are predominantly employees to help win more work is..
They have never had to win work (from a business perspective) to put food on the table, so they don’t fully understand what’s actually expected.
They don’t need to be experts at business development, but if you give them a few simple skills so that they can do it effectively.
Then all of a sudden you have a massive army that are working towards a common goal of generating more work for your business unit.
Here’s an example of the type’s of things they could do.
To start with it could be as simple as educating your people (site based) on how to actively listen and pick up on subtle things that a client’s representative might mention like the football side that they follow.
I’m going to use examples of some strategies that Santos have deployed on Social Media as they are head and shoulders (there’s still plenty of room for them to improve though) above what anyone else in the industry is doing.
Take a look at this video below, where Santos have leveraged off of the celebrity authority status of Tim Horan.
For arguments sake let’s say your clients Project Manager and I’ve been having a chat about the world cup and he mentioned that he’s a fan of Tim Horan..
After the chat I could flick him a quick email like this…
You mentioned this morning that you’re a big fan of Tim Horan.
Tim’s actually an ambassador for our company. He did this quick video about (insert relevant story) for us the other day.
I thought being that you’re a huge fan of his that you might like to check it out.
You can take a look at it here => Tim Horan Video
There’s so much going on at so many different levels in that email (it would be a report in itself) that I can’t cover it all here,.
That’s how you effectively build trust, respect and a healthy client relationship by providing value and promoting your business all at the same time.
It’s not hard and everyone in your business could be educated on how to do it effectively.
But people have to be educated on how to do it properly.
With contracts in hand where you have people on the ground, obviously the most effective way to build relationships is in person.
But you can’t do that when you’re still trying to get your foot in the door to win contracts, and at that stage you need to be a whole lot more innovative.
People do business with people that they know like and trust.
Again I’m going to refer back to Santos, this is how you would create a campaign to build trust with their key people before a tender is even submitted.
Santos have a Gender equality program that their business unit is obviously very passionate about being successful.
They also have some exceptional video’s on their YouTube channel (that showcase the program) that give you an insight into that people that work for them.
Like this one below.
How does that help you win work?
That program would become the focus of your Social Media campaigns whilst you’re bidding on Santos work.
Because you’d be talking about a topic (gender equality) that Santos executives have are obviously passionate about, so it’s going to grab their attention when they see articles, videos, etc posted about it online.
All of those Social Media campaigns would be structured to lead their decision makers back to your website.
Once they’re on your website you start positioning your business as the go to business that they must deploy, and focus them on getting the best value for money deal, instead of the cheapest price.
This is what they’d see front and centre on your website when they land there so that you message immediately grabs their attention by speaking to them about their biggest concerns of their proposed project.
Here’s how to reduced costs on an oil and gas project by (insert %) without sacrificing safety, quality or production.
See how more effective that is than the stock standard website out there that everybody else is using that say something along the lines of…
We’ve been in business for X amount of years and we’ve done the following projects.
That type of website is bland, mundane and is never going to make your business stand out.
How can you proclaim to be (and have people actually believe that your company is) innovative, passionate, etc about the projects that you take on, when your website is just the stock standard website that the rest of the industry is copying, and all of the decision makers ignore daily because they’re bombarded with them.
Obviously this is only scratching the surface of what’s possible.
I haven’t even gone into the power of Linkedin for building connections and online ad retargeting which are just two more incredibly powerful strategies that you could be leveraging.
Bear this in mind with the information that I’ve shared with you above.
I’m a Construction Superintendent (click here to view my Linkedin profile) that’s worked on some of Australia’s largest projects including…
- Darwin LNG
- Woodside’s Pluto LNG
- QGC – QCLNG Project
So when I talk about client relationships and how to effectively use site based personnel to help win work, those strategies come from years of experience in the industry.
They’re not theories that I learnt in some trumped up course, they’re what I’ve actually used and proven to work effectively project after project.
Want to know more about how your company could deploy these strategies, and start dominating your industry?
Here’s what you need to do next.
I’ll personally design a custom marketing campaign designed specifically for your company.
I’ll come into your business for the day, spend time talking with your key people about the challenges they’re currently facing around winning work, then draw up a plan for you (and present it that afternoon) on a whiteboard.
The plan is yours to keep regardless of whether you decide to use my services or not.
The only cost to you is the following…
- An air fare to your capital city from the Sunshine Coast.
- $247.00 to cover my hire car – uber fare, and my lunch.
So the risk to your company is negligible, and you’ll get a custom designed marketing blueprint which you can deploy immediately, that’ll make you stand out from the rest of the competition in your industry.
To book in for a custom marketing blueprint, click the Social Tradie Logo below, and a box will pop up.
Then enter your Name, mobile phone number and best email address for me to contact you on, and and I’ll be in touch within 48 hours to have a quick chat about booking in for your custom marketing blueprint.