It’s highly probable that when you first became a construction related professional, tradesperson or entrepreneur you were probably working in a business owned and run by someone else.
That done, you and your small ‘band of brothers’ started to attend networking events and make cold calls on likely prospects. You probably had to hand out all kinds of information about how you were the to be best in your chosen field. You may also have ‘purloined’ a few clients from your previous company and placed a few adverts here and there.
Because you needed all those in your niche to pay attention so that they would hopefully beat a path to your door! But did something happen that you didn’t expect!
Because one of the hardest things about being in business is to get people to buy from you rather than from someone else! It’s crucially important that every business owner and senior decision maker must learn that you’re not actually in the business you think you’re in.
So, what does this mean?
Well, it means you must upgrade your knowledge, thinking and planning. You must realise that you are a ‘Marketer’ first and a provider of services second. Acceptance of your duty as a marketer is paramount.
But let’s not kid ourselves it’s equally true that no matter how fantastic and effective your marketing is, it can’t and will never make up for poor performance, substandard service, and poor results. This simply means you must not only work to be the best marketer in your space, but you must also become the best architectural practice, contract lawyer, electrical engineer, and fit-out contractor as well.
- TRADITIONAL–which is usually ineffective, wasteful, and expensive, which leaves you feeling stressed and disillusioned!
- PROVEN-which means your marketing is planned, client focused, response-oriented and cost effective, which leaves you feeling successful and rewarded.
About the author
Terry O’Mahony, M.Sc, MCIOB, Construction Leaders Club
Terry has significant leadership and business management experience within the construction, property and investment industry. He graduated with an MSc in Construction Project Management and has been a member of the Chartered Institute of Building (CIOB) for several decades. Having started his career with a national building contractor, he went on to hold several senior management positions in the industry in a career that spans over four decades. During the past forty years Terry has been engaged in the strategic growth, marketing and selling of goods and services within the construction industry. He has worked in a variety of businesses including small, medium and large national construction businesses, managing business and teams to deliver multi-million pound projects.
Terry is a highly experienced and respected ‘Business Growth Coach, having been the principal Midlands-based construction growth coach and consultant on the government’s accredited ‘Growth Accelerator’ programme.