Construction Marketing Community

Summer 2005

Vol 3 Edition 1

Dear Construction Marketer

In April we looked at how we sometimes create the wrong impression in our marketing materials. In this edition Tom Sant tells us some of the words that make him wince.

If you have any examples of gaffs or pet hates to share, then please email them to me.

On a more strategic level, we have the first in a series of articles on Key Client Management and why it’s important to your business.

Since we encourage clients to use targeted research to underpin client management and other marketing initiatives, we asked BSRIA to take a broader look at the role of market research in the construction industry.

Have a good summer.

Editor
Jan Hayter
MarketingWorks

Saying no nicely

Sometimes you don't want to win. Sometimes it's just not good business. There's no profit in it, the client has unrealistic expectations, the requirements in the tender don't make sense, or your resources are stretched too thinly.

But you don't want to just ignore the opportunity, either. How can you say "no" in a nice way so that the client will be willing to come back to you in the future?

More

Words that make
me wince

Tom Sant is not mincing words on the things that make him wince in our proposals, letters and marketing materials.

“… Another thing that bugs me - a phenomenon I call "drive-by capitalisation." It's the apparently uncontrollable urge some people have to throw in a capital letter every so often…".

More

Key Client Management Guides

Key client management 1 - why key client management?

In this, the first of 4 articles on Key Client Management in the construction industry, Tom Semple, Director of MarketingWorks, explores why key client management is important to your business.

For most organisations 80% of turnover comes from 20% of clients. And whilst many organisations often plan to try and move closer to their existing clients and influencers, there is often one common missing link.

Read Tom's article to find out what this is.

More

Watch out for the follow up articles in future editions:

Key client management 2 - developing relationships

Key client Management 3 -
key client plans

Key client management 4 - ongoing management of key clients

SPECIAL FEATURE

MarketingWorks' open programme:
leading the way in business development

MarketingWorks began its series of open programme business development workshops in 1999, since which time over 1000 delegates from over 700 companies in the construction industry have attended events ranging from key client management to winning proposals, bid management, developing marketing plans and selling high value services.

The programme attracts both contractors and consultants alike -with the split of delegates around 50/50. In their experience of working with the consultants community, MarketingWorks have found that multi-disciplinary consultants are 6 times more likely to invest in marketing and business development training than structural engineers. So if you are one of those multi-disciplinary consultants, or structural engineers, who hasn’t yet invested in marketing and business development – you'd better watch out as your competitors may be moving ahead. For workshop reviews, click here.

Analysis of the attendees of the MarketingWorks programmes also shows that the importance of marketing and business development is recognised across organisations. Managing directors and directors comprise almost half of the delegates. And a number of these managing directors went on to book further training in-house, demonstrating a company-wide commitment to investing in training for winning more business (MarketingWorks trains over 1600 people each year in-house).

So if you feel that there is room for improvement in any of your business development and marketing processes, maybe attendance at one of the MarketingWorks programmes (for yourself, your colleagues or your directors) is the best place to start.

The new series of MarketingWorks programmes kicks off in September. All are to be held at The Building Centre in central London and cost £295.00 each per delegate.

For details of the full programmes and dates, please click here

*** Special Offer ***

If you bring four members of your supply chain to any MarketingWorks Networking Open Programme workshop, speak to Teresa Wykes on 01892 534980 and get the fifth place free.

It’s not what you say;
it’s the way that
you say it

Unfold your arms. Relax. Smile. Make eye contact.

Whether you are networking, trying to build a relationship with an existing client, attending a first presentation, or negotiating a deal, read why body language is an important element of any interaction.

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	A need to know basis: market research in the construction industry Anne King, Marketing Director of BSRIA, believes that good marketing requires a two way link with all the other business processes. It must feed off other business activities to get the best market position for the company and its services. A key link is to research activity … More

“Formula for success: Rise early, work hard, strike oil.” J P Getty

If this formula for success seems to be a bit optimistic, then for career development news and information, specific to the construction industry, please click here

Client-focused
bid management
across Europe

Arup targets continuous improvement in many areas. An examination of bidding performance identified a number of opportunities for improving performance.

To see how MarketingWorks helped Arup to redesign its bidding process to become more client-focused, click here

Winning Multi-Divisional Project Opportunities

Do you inadvertently call on the same clients and contacts as your colleagues in different divisions?

Do you need a simple way to refer and co-ordinate project opportunities between divisions?

Would your clients like you to provide a more comprehensive and co-ordinated approach?

Find out how Microsoft CRM can help!

More

Q: How many marketing directors does it take to change a light bulb?

A: It isn't too late to make it neon, is it?

DIARY DATES 2005

Making Collaboration Pay - 15th November 2005
SAS Radisson Hotel, Portman Square, London W1

NCCTP (the Network for Construction Collaboration Technology Providers) is running its first one-day conference, with the aim of developing delegates’ knowledge and understanding of online collaboration solutions and their use within the UK construction industry. Learn about the three keys to successful online collaboration: the people, the processes and the technologies.

More

Effective Business Development in the Construction Industry – 19th July and 27th September 2005, London

Attend this complimentary executive briefing looking at a typical day in the life of a Business Development Manager. See how the latest business development software solutions from SevenThree can help you track and manage all your clients, contacts, project leads and documentation.

More

The Construction Marketing Awards – 30th November 2005
London Zoo

The Construction Marketing Awards are designed to reward marketing and business development excellence and achievement within the construction supply chain. The awards are sponsored by MarketingWorks. Full details of award categories and entry forms can be obtained from www.interbuild.com/cma2005. Entries are to be returned by 23rd September for judging in October. We know there is a lot of good work going on in the field of marketing and business development and would encourage you to enter your organisation.

Be annual conference 2005 - 24th November 2005

For further information on this event, please contact suby.snellen@beonline.co.uk

BSRIA - Managing Supply Chains - 11th October 2005
Bracknell, Berkshire

A one-day training course to give delegates a broad understanding of the options available to them in managing their supply chains and to help determine how supply chain management could be introduced to their organisations.

More

Constructing Excellence - Best Practice Seminar - 13th September and 8th November 2005, Edinburgh

A visit to Sharkey - a provider of high quality interior fit out products and services. Visit covers training and development, customer focus and marketing.

More

Movers & Shakers next breakfast meeting - 28th September 2005

Movers & Shakers brings together key players in the property industry including developers, investors, banks, corporate end-users, agents, lawyers, advisors and service providers. Its regular breakfast meetings promote positive networking in an informal atmosphere.

More

Business Developer is jointly produced by SevenThree
and MarketingWorks

MarketingWorks provides proven consultancy and training to help construction firms re-organise their business development activities to focus on winning business. With MarketingWorks you will develop and implement efficient and effective marketing capabilities that will get results and avoid costly mistakes. Through our workshops and consultancy you can achieve the management and staff "buy-in" necessary to secure successful implementation of sustainable cultural change in marketing.

SevenThree provides business development IT solutions for the construction industry. Our software solutions help you track and manage clients, contacts and project leads, control and organise client and project documentation as well as collaborate more efficiently on bids and proposals. Through the success of our client projects and expertise of our people, we are certified for four of the leading products in this area, namely Siebel, Pivotal and Microsoft CRM and Microsoft SharePoint.

If you do not wish to receive future copies of Business Developer please click here.