We found the answer.
Today’s buyers are smart and competition is fierce. Construction companies today have to contend with the reality that the old methods of getting business just don’t work like they used to any more.
Running a B2B business was never easy, but there was at least a reliable blueprint businesses could follow for the last several decades. You could reach out with advertising campaigns and cold calls and drum up sustainable interest in your services. Sales calls were critical opportunities for customers to learn how they could solve their building problems. But if you’re still depending on these traditional methods, you’ll have noticed what’s different.
Customers know more.
Before they ever get to a sales rep, today’s customer has done extensive research online. They’re less receptive to you initiating the contact, and when they do start reaching out to potential partners, they’ve already narrowed the field considerably and are just looking for the final few differentiating factors between the companies on their shortlist.
Their decision’s practically already made — and your traditional sales and marketing approach locked you out before you even knew the door was open.
Successful construction companies don’t simply sell, for example the materials. They sell the entire package — ultimately, they provide the best solution to a client’s physical and logistical needs. If some new technology or process came along that enhanced their ability to deliver that — a better means of building insulation that energy-conscious clients value for instance — they’d adapt and add it to their repertoire.
What trips up traditional marketing firms is the idea that they’re selling just marketing: ad buys, branding, and so on. The deeper goal of marketing is growth, right? So, if conditions for growth have changed due to today’s more educated customer, shouldn’t your marketing company have transformed too?
At Flawless Inbound, we’ve always operated with the idea that growth is the central focus of everything we do.
We said we have the answer. Here, we’ll let our CEO and Founder tell you himself.
We’ve found the best strategy for reliably growing B2B companies is aligning sales, marketing, and service departments together as one focused whole that shares information and collaborates on ensuring customer success.
Saher Ghattas, Founder, Flawless Inbound
Sales, Marketing, and Service Alignment through a CRM: For Construction
As a construction company, your customers are looking for solutions to their project needs — and they’re going to be doing their research. What our methodology has done for more than 70 B2B organizations is, first of all, to make your company a part of that research.
With Marketing Enablement, we show you how to transform your marketing department into an inbound lead machine. Get in tune with what your potential customers are worrying about and put the answers on your website. This could mean anything from technical blogs, to video tours, FAQs, to guides. This content marketing should be, above all, educational in order to demonstrate value and allow your customer to begin building trust.
As their research begins, a customer is experiencing pain without necessarily knowing the problem. Perhaps they’re worried they’re outgrowing their current space — but they aren’t fully aware of their options.
With a little SEO mixed in, your content will rank highly for your customer’s query, and will tackle that concern while guiding them to your solution: anything from a space-optimizing renovation to a whole new building, for instance.
You keep it all educational, and as they begin to trust your company, they’ll eventually take an action to convert to a lead. It’ll take time — but when you’re typically looking at a long sales cycle anyway in the construction business, that’s par for the course. And just more time for that trust to build. The crucial thing?
They came to you.
Through Sales Enablement, we’ll help you understand what to do with your leads. Who’s most qualified to buy from you, and what’s the right approach? We’ll teach you how to blend together good old personal one-on-one contact with the power of automated communication and the information gathered in the marketing process to become the obsessively helpful partner that’ll nudge that lead over to customer.
Think it’s over just because you signed a contract? For B2B businesses, you’re interested in an ongoing relationship with every customer — but at any time, a customer could decide that a competitor is a better fit — or warn their peers about the bad experience they had.
With service enablement and its focus on facilitating customer success, you recognise the opportunity to cross sell, upsell, keep the customer happy, and turn them into an evangelist. Combine that with a united approach from additional marketing and sales outreach, and what you’ve got is a flywheel. Sales, marketing, and service each add repeated momentum to thrust the customer toward success
But most importantly? You’re in control.
The HubSpot CRM
The critical tool that makes it all work together in harmony is the HubSpot CRM. Using this, you integrate your website, your customer data, your communication, and even your customer service, into one comprehensive, cohesive engine.
Ready to jump in?
Let’s talk about your business, your customers, and what we can do to help you grow.