The two most common pain points we hear from owners of construction companies are:
- "I need more customers."
- "I need to increase my margins."
Both of these issues are exacerbated by construction industry issues like long lead-to-sales lifecycles and involved quoting processes.
Also, both issues are interrelated: If you increase the quality of your leads, you’ll increase margins. Here’s why:
Higher quality leads (Sales Qualified Leads or SQLs) have arrived at the place where they trust you more to deliver the services you claim to be able to deliver at the value the believe they will receive.
That's why the concept of trustworthiness is so utterly important when considering construction marketing trends today. Even if you're an established company, there's always room to improve.
How do you build trust?
1. Believe in Your Capabilities
And that includes believing in your products and services, too.
Time for a reality check. Do an inventory. This will help you. Take out a sheet of paper or open a new spreadsheet. Format 3 columns and enter the following:
- Things I’m outstanding at, so much so that hardly anyone else on the planet can do them as well. You may have only one thing. That’s okay. Put in this column. These are the things you should be making a lot of noise about. Don't allow anyone to trump you in these areas. Don't be arrogant, but be 100% self-assured.
- Things I can do very well, but not any better than my main competitors can. Don't be intimidated here, if you can do something as well, that's fine. Be confident, but don't promote these products or services quite to the extent as #1 above.
- Things I'm okay at, but really don’t like to do them, and only do them out of necessity. Downplay these, hire subs, and perhaps get more training. If you have a weak area and attend a seminar about it, carefully put that out there, like on social media. You'll build a lot of trustworthiness when people find out you're staying on top of trends and technology.
2. Be Engaging
What are you thinking about when you’re with a customer? Are you thinking about what you can sell them or how you best can meet his or her need?
If you’re focused on the customer, you’ll probably tune into their needs better. Here are some tips:
- Be enthusiastic but don’t totally lose control of the conversation.
- Don’t be afraid to ask thought provoking questions. These questions will enable you to see how good a fit your customer is for you.
- Be honest about your capabilities, processes, and expectations.
In the end, your engagement can propel your relationship to a customer even higher.
3. Be Process Driven
Your marketing initiatives, especially Internet marketing campaigns, should follow a linear process. Your goal is to intersect those who engage your marketing efforts at each stage of the buyer’s journey. Doing so will increase your leads and build trust as you are seen as the thought leader compared to your competition.
Once you obtain a lead, your end goal in any interaction you have with them is to render satisfaction. Think of building trust as the roadway to the final destination of customer satisfaction. If you satisfy the needs of a lead, they become a customer. If you satisfy the needs of a current customer, they become part of your sales team, funneling leads your way.
Every interaction you have with a customer or lead should have a process attached to it. Have a goal pre-established for every question you ask and every statement you make.
4. Be Accountable
In both the NBA and the WNBA, a basketball player raises his or her hand after committing a foul. It’s common in the construction industry to sometimes miss a deadline. If something goes wrong, don’t make excuses or cast blame. Admit it and fix it.
Owning up to your humanness will promote way more trust than trying to escape from an issue, or worse, putting the blame on your customer – even if it’s actually their fault.
If you’re able to develop a culture of accountability, you’ll build trust both with your customers and throughout your company.
Key take-a-ways from this blog article:
- Start by setting a goal to obtain higher quality leads.
- Before others will believe in you, you must believe in yourself.
- If you start out by building trust, you should maintain it throughout the lifecycle of your engagement.
- Delighted customers become your best promoters.