Product category:
Building Industry Events and Training
News Release from: KN Marketing | Subject: Producing case studies
Edited by the Buildingtalk Editorial
Team on 14 July 2005
Building products companies greatest
sales asset
How does a small to medium sized company with little or no marketing budget go about putting their company at the top of the list for that all important contract?
Why is it that so few building products companies in the uk still fail to use their greatest sales asset? KN Marketing thinks there is a case to answer and case studies to write! How does a small to medium sized company with little or no marketing budget go about putting their company at the top of the list for that all important contract? KN Marketing are telling companies to stop hiding their credentials in the cupboard and to arm their sales people with some value adding case studies that show off just how good their company is In other words, not to be distracted with how cheap the competition seem to be, but to show prospective clients how they have solved problems and added value and what in turn those clients have said in their praise
This article was originally published on Buildingtalk on 28 Jul 2006 at 8.00am (UK)
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A single or double page case study with some good photographs and an interesting story is not expensive to create and can make the difference between winning or losing a contract.
Nobody ever said that working in the construction supply industry was easy, the competition is endless, the margins are slim, loyalty is a thing of the past and the terms and conditions still read like War and Peace and should you be lucky enough to attend a pre-contract meeting, you will still come out feeling bruised and battered! "It's no good banging on about the quality of your product, or the fact that it will arrive on time, or that you should not use XYZ company because they went bust last week and are now trading again as ZYX" says Keith Nash of KN Marketing.
"The fact is that the industry expects quality, punctuality, good prices etc as a starting point and guess what, they will still trade with the new ZYX company!.
Further reading
UK Businesses - No Successful Energy Policies
Market research from energy consultant shows little evidence of successful implementation of energy policies.
Are The Lights Really On?
Market research demonstrates lack of understanding of energy conservation.
Only 4% of UK facilities managers adjust their heating and boiler systems in order to reduce their energy bills.
It's tough out there and suppliers must use every bit of ammunition to hand".
Proof of successfully completed contracts are important to prospective customers in the construction industry because to ensure that a building is completed on time and budget relies on all organisations within the process to be professional at what they do and not just the cheapest.
One rogue company or poor product in the chain can be the cause of substantial financial losses.
Why is it then, that with such compelling evidence that case studies add value to the selling effort that so few companies produce them?.
The answer is simple says K Nash: "A lot of companies, especially in the commodity sector, are so wrapped up with finding ways of reducing prices without killing margins, that they can easily ignore the other values that can be brought to the table".
If you needed a lawyer to fight a court case for you, then you would certainly go out of your way to find one that had a good reputation and track record in your subject and you would pay the going rate for their expertise, so why should it be different in the construction industry?.
KN Marketing specialises in the Building Products promotion sector and can investigate a success story and produce case studies to suit client's requirements.
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