The construction sales process is a constant cycle, and something most employees in the construction business should be familiar with. Each employee is a representative of your company with an opportunity to affect the relationship with the customer. Read on to find out the core aspects of the construction sales process…

Understand Your Customers

With an abundance of knowledge available online, customers are overly cautious in the market in terms of buying or investing. In order to be able to target your desired audience, you should take some time to reflect on the following:

• Who is your ideal conusmer?
• Which communication channels do they use?
• What industry are they in?
• What do they expect?

By tailoring a response to these questions in relation to your target market, you can better understand your audience’s needs/desires and provide the optimal buying experience for them.

Contact Your Target Audience

To ensure your business has an ongoing flow of prospective buyers, it is important to have a list of market customers who you can contact regularly. This list should be between 20-300 contacts who are current consumers, as well as new prospective clients. It is a good idea to invest in a Customer Relationship Management system that can help you keep track of construction projects which have either been sold or there is interest.

When introducing yourself to prospective buyers, if possible, you should present proof of past success in order to come across as credible and reliable. This could be in the form of a case study of a completed project or a client testimonial. This shows the customer what you are capable of, and helps ease any of their concerns.

It is important to be mindful that not all projects will be right for your skillset. By asking the customer questions to get more of an understanding of their needs, you will be able to determine if this will be a good fit.

Proposal

After establishing initial trust with the customer, you should present a solid proposal (this is your sales pitch) in a compelling way. You should show the customer that your proposal is beneficial for them, as much as it is for you. Ensure you are justifying and explaining the pricing, and helping to overcome any objections. Customers know what their needs and desires are best, but are looking for someone to actualise their vision. So, ensure you are being specific, positive, and time-sensitive.

Larger clients often have 2-3 construction firms pitch to their committee. The client is most interested in what the benefits are for them, so keep that in mind during pitch planning. It is important that you try and connect with the committee. You can do this by expressing passion for the project.

Closing The Deal

Arguably, the most crucial aspect of the sales process is closing the deal. Once secured, you need to lock down the contract. There is a range of essential documentation which must be generated and signed. Some of which include:

• Construction Contract Agreement
• Scope of Work
• Schedules
• General Conditions
• Fees
• Specifications
• Blueprints
• Insurance

It is a great sales technique to follow up with the customer after you close the deal. This will allow the client to develop a sense of trust and admiration for the company. Additionally, it promotes loyalty, so if the customer should be looking to buy again, they will likely come directly to you.

Find New Leads

In this industry, it is important to continually generate the right leads. To expand your network, you can develop a referral program. When meeting with customers, ask them for a shortlist of referrals for other potential customers who may be interested in your services. These leads could then turn into qualified clients.

Another way of finding leads is through advertising. On social media, this can be done by promoting engaging content your client may be interested in. Local advertising is also a means of putting your brand out in the community, such as through billboards and other signage or sponsorships.

Once you have acquired a new group of leads, continue the sales process cycle again.

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