Why Construction Marketing Fails

Once we can identify the reasons why potential clients will not enlist your services, it is possible to neutralise these objections and move forward in a more constructive way.

Firstly, they see no reason to use your company:

The construction industry is a highly competitive market place. When 100 builders are chasing one tender, the stakes are high! Your company needs to stand out from the rest and have a unique selling point that will attract potential clients. As I have stated on a number of occasions (!), building relationships is the most crucial strategy you can adopt in developing a healthy client base. When you create a strong desire for clients to use your company, there is the beginning of a unique relationship that can, if nurtured wisely, lead to a long and lucrative partnership between company and client. NOTE: It's not always advantageous to focus heavily on 'benefits'. Loss aversion is a more potent driver of purchasing and motivation. When you're developing marketing materials, keep this fundamental concept in mind. Having a long and reliable track record is a potent driver to use when reinforcing the idea of loss aversion. If the potential client chooses not to use you, they will lose out because you have experience, reliability and good client relations.

Secondly, they have budget constraints that cause hesitation:

In the present climate, funding has become an issue. However, the UK and US Government's are providing huge amounts of money over the next ten years to meet house building targets and in the UK, the 'Decent Homes' programme is being rolled out over the next few years. Many Housing Associations and Social Corporations are benefiting from this flow of cash, so the potential for partnerships and frameworks is enormous. Once you get your company noticed and are actively engaged in building strategic relationships with potential clients, they will love you, if you talk in terms of "solutions" rather than 'problems' when addressing their project enquiries. The emphasis should be on eliminating problems and working together to activate solutions. If you can demonstrate through testimonials and endorsements, how you saved time and money on working out contracts with other clients, which will carry a lot of weight when chasing new potential clients.

Thirdly, they are in no hurry to move on their project:

Once initial contact is made, it is crucial to maintain a polite profile with your potential client. An occasional phone call, a card or email - as long as this is formulated wisely, will keep the potential project simmering and your company name at the front. In every phone conversation, every contact, make sure you keep full notes of the encounter. Pick up on birthdays, anniversaries, any significant events occurring with your potential client - respond appropriately, without being pushy. If they are distracted by other projects they are working on, you may lose the opportunity, unless you work on this 'relationship' building exercise.

Fourthly, they have no reason to trust you:

If you have no track record with your potential client, you need to be able to demonstrate that you are trustworthy. Again, endorsements and testimonials are crucial to substantiate this. It is also important to be available to your prospects so that they can have a face to face meeting with you - even at the highest management level of your company. This will build confidence and reassurance because they are dealing with a real person and not just a marketing consultant with an ulterior motive!

Steve Flashman is a Marketing & Business Development Consultant in the Construction Industry. He is a writer and broadcaster and has produced a groundbreaking Masterclass Video Course for personal and staff training: Construction Marketing

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