Guide to Marketing a Construction Companies: Comprehensive Strategies
Making Sales and Marketing Work Together in Construction Companies: 4 Simple Ways
January 12, 2024
Construction Marketing
People online talk a bunch about making sales and marketing work together in construction companies. They say we should chat more, but it’s not giving us practical or clear advice.
We’ve chatted a bunch about making sales and marketing work together in construction companies. We’ve covered what it is, how it can help you, and using HubSpot to make it all click. But, we haven’t really dived into the nitty-gritty steps our friends can take to make sure selling and telling are singing the same tune.
With this blog post, I am sharing 4 ways construction companies can make sales and marketing teams work together for overall business growth.
And hey, if you’re a construction expert wanting to pump up those money numbers, here are four straightforward, doable ways to make sure the selling and telling sides of things are in sync, all for making the whole company grow.
01. Use the Direct Customer Experience of Sales Reps
LET ME GUESS:
So, the marketing team feels like they’re passing on leads to the sales team, but the sales team says they’re not chasing after those leads. On the flip side, the sales team is grumbling that the marketing team isn’t hooking them up with good leads. It’s like they’re not quite on the same wavelength.
Yeah, it’s that common.
The fix? Use your sales reps’ know-how from dealing directly with customers on the job to get a clearer picture of your perfect leads and buyer personas.
Here’s how it works:
Your sales team knows something important that the marketing team should hear.
In construction, sales reps can end up feeling a bit apart from the rest of the team. They’re usually out there in the field, chatting and working with customers, and not really needing to come back to the office much.
However, your sales crew holds useful info that your marketing team can use for the benefit of both you and the sales team. They’ve got direct experience dealing with your ideal customers — understanding their actions, knowing their challenges, recognizing what convinces them to seal the deal, and understanding what could hold them back.
Sales Team: Tell Marketing about Buyers' Info, Problems, and Issues.
Here’s an example of what can go wrong when marketing doesn’t make use of the sales team’s inside information.
The marketing team creates a profile for a buyer, picturing a man in his 50s who works as a general contractor.
They claim he’s the main decision-maker for your ideal big commercial building project. Marketing creates content thinking about this buyer persona and crafts their monthly newsletter specifically for him.
However, the sales rep dealing with that kind of project understands that the main contact is often the general contractor’s head of administration, and she’s usually a woman in her 40s.
While the general contractor may have the final say, the sales team recognizes that to bid on the project, they must first chat with the administration person. She’s the one checking out the emails from marketing and digging into the content published on the blog.
This poses a big problem for your marketing plan. They’re writing to the wrong person, making it less likely that their content will click or make sense with the person the sales team needs to reach.
This is a real-life example highlighting how crucial it is to get insights from the sales team. The info the sales team collects out there is super important for your marketing crew. It’s the data they require to create detailed and fitting buyer profiles, as well as content that speaks to those profiles. However, if your sales and marketing teams aren’t on the same page, chances are this valuable information won’t go much further than your sales team.
If you’re trying to bring your construction company’s sales and marketing teams together, using the firsthand customer experience of your sales team is a fantastic beginning.
This approach provides both teams with the details to agree on what a good lead is. So, marketing can create campaigns that attract those leads. This way, sales gets more leads they’re confident they can convert, and your marketing team is sure they’re passing on leads that sales will pursue.
It’s a crucial move for aligning sales and marketing to boost growth, especially vital in the construction sector. Your buyer personas are special, and sales holds valuable insights that can shape these personas and the marketing content needed to attract the leads your construction company is after.
02. Make the most of Marketing's skill in creating content that nurtures leads.
Solution #1 aimed to use the sales team’s know-how to assist marketing.
Solution #2 taps into marketing’s special skills to aid the sales team. Here’s how.
Marketing’s role is to take care of leads until they’re ready for the sales team. They’re skilled at getting lots of leads, sorting them out, and turning the good ones into prospects ready to buy.
The sales team doesn’t use content as much; they’re about building personal connections. In construction, sales reps mostly work outside. But, they sometimes face challenges, like a warm prospect losing interest suddenly, or consistently missing out on a specific project bid.
You can use your marketing team’s skills in making and sharing content to tackle these sales issues.
A good way to get your sales and marketing teams working together is to use marketing skills to create content that helps sales take care of prospects at the points where they usually lose them.
Making Sales and Marketing Work Together in construction companies to Create Effective Sales Support Tools.
Gather your marketing and sales teams in a room together
Let the sales team share the ongoing issues they encounter, whether it’s a certain type of buyer dropping out of the sales process or the common challenges preventing a prospect from turning into a sale. Get the sales team to explain these problems to the marketing team.
After that, encourage both teams to brainstorm ideas for content that could address and solve these specific challenges.
Getting marketing involved is a vital step to fix these issues in the sales process. All sales teams deal with problems like these.
Your marketing team is good at reaching out to and connecting with chilly leads. They can use that know-how to create content for the sales team, ensuring the right message reaches the right potential customer at just the right moment.
When your marketing team supports the sales team in creating engaging content, you’re bringing your marketing and sales teams together to increase your chances of winning more projects.
03. Set Common Goals
In any business, it’s normal for the sales and marketing teams to sometimes feel like they’re not on the same page. Especially in construction companies, it might seem like marketing and sales are kind of competing to find and turn the best leads into customers.
The best way to get sales and marketing to work together in construction companies? Have common goals. I’ve talked about what SMART goals are and how to set them before, so I won’t go into all the details.
I’ll just say that setting shared big-picture goals that both sales and marketing work towards and are responsible for is a great way to bring your sales and marketing teams together effectively.
This also comes down to using the strengths of both teams. For instance, if sales is having a hard time closing on a particular type of project, or if there’s a new product they’re struggling to sell, marketing can create a campaign to promote that project or product to the ideal buyers that sales has identified.
The key here is that both marketing and sales should have the same goals — whether it’s an overall revenue goal, or a SMART goal that breaks down how many leads marketing needs to bring in, and how many of those leads sales needs to close on.
“I believe that Common Goal can make a real and lasting impact..”
— Mats Hummels
04. Make sure your sales and marketing teams have regular check-ins.
If I’ve said it once, I’ve said it a thousand times.
And yes, I’ll stick to using this image only in the communication part of every blog.
Putting jokes and SpongeBob aside, communication is the unexpected secret to making sales and marketing work together. It’s simple, but it’s easy to miss, and we notice this a lot with our construction clients.
Your sales team is working outside the office in the fields.
They’re visiting job sites, having conversations with potential clients, suggesting products, and aiming to secure projects that bring in significant returns.
Your marketing team is working at the office.
They’re brainstorming creative strategies to promote your brand and stay ahead of the competition. This involves consistently crafting emails and brochures, creating ad campaigns, and engaging with visitors and leads through your website’s chatbots.
With these distinct roles, it’s simple for each team to lose sight of the bigger picture. To ensure they stay focused on attracting and converting the right leads, bringing both teams together in the same room is crucial.
When the sales team is out in the field, and the marketing team is back at the office, there aren’t many chances for them to connect.
Essential ways to make sure your sales and marketing teams stay on the same page.
Establish a regular meeting schedule. Even if it’s just once a month initially, it allows both teams to connect. If possible, gradually increase the frequency to a few short meetings each month, incorporating a monthly strategy meeting. During shorter meetings, focus on:
- Reviewing leads closed by sales and assessing their fit
- Analyzing results from marketing campaigns
- Identifying the sources of the best leads according to sales
- Discussing the platforms with the highest engagement for new leads in marketing
You don’t need to cover all these points in every meeting, but dedicating 15 minutes a week for either sales or marketing to provide updates to the other team contributes to a solid growth strategy for your construction company.
If having sales reps in the office weekly isn’t feasible, platforms like Zoom, Google Meets, or even a traditional conference call can serve the purpose. As long as there’s a scheduled time for sales and marketing to connect, you’ll be laying the groundwork for aligning your construction company’s sales and marketing, leading to more streamlined campaigns that attract and convert the right leads and jobs.
Sales and marketing alignment can be challenging, especially for construction companies with remote sales teams and limited marketing support. Finding a starting point might be tough.
if you have questions about aligning your construction company’s sales and marketing teams, feel free to reach out. We’re here to assist you in developing a growth strategy that brings in and converts more of the right leads
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