It is at least 5 times easier to win a new contract from an existing client than to go out and find a new one! That is not to say that we should not be extending our client base. Obviously this is essential for ongoing company growth and to ensure a healthy sales pipeline.

However, if you are producing good quality work, you should find that 70% to 80% of your turnover comes either directly from current or past clients, or from referrals and recommendations from clients you’ve worked for. You need to spend a lot of time developing relationships with these key people because they can become your best marketing tool.

One of the top marketing blunders of the construction industry is ignorance of this fact: current and past clients are like gold dust to your business. Your existing client base also forms potential sales revenue for ‘back-end’ products and services.

Here are a few ways of achieving these goals:

1. Run a CPD Event (Continuous Professional Development)for your current client base and consultant team - architects, quantitiy surveyors, private and public sector project managers etc. All construction professionals need ongoing training and you can provide this as a service by booking a decent venue and keynote speaker on a subject of interest like, Sustainable Construction, Health & Safety, Green Issues, Waste Management, Planning Laws…

2. Run a Networking Event. Same principle as above, but provide a nice meal and give plenty of opportunity for your clients and consultants to meet and talk. Very popular.

3. Go the extra mile. Offer a ‘Pre-Construction Service’. Many potential clients are looking for a more comprehensive service these days. Offer freeeee advice and support at the conception of their project and you will win them for good!

4. Keep the relationships going furing the lifecycle of the project and offer and repairs and maintenance service afterwards.

5. Present a framed picture of the completed project at a special project completion ceremony. Invite the local press.

6. Run a ‘topping out’ ceremony - that halfway point in the project when the roof is on and marked by a plaque or similar. Welcome local dignataries. Think Big!

7. The ‘wine and dine’ strategy can work, but can prove to be very expensive and may not be cost effective. I have found a better way is to invite the client and consultant team for a ‘feedback’ lunch at the end of the project. That way, any potential problems can be sorted out and future work negotiated in an informal atmosphere.

8. Developing a client base is great for the construction industry because this encourages the possibility of negotiating contracts rather than getting into the dubious world of competitive tendering.

Custumer satisfaction leads to customer retention leads to repeat business!

Steve Flashman is a Marketing Consultant with a unique edge! He is a public speaker published author, recording artist, media broadcaster and communications expert.
Making Construction Work

[tags]construction,marketing,customer retention,business development[/tags]