In his third guest blog post, David Crick from Contractors Marketing Services explores some of the many routes to competitive differentiation in the construction industry.
In the last two blog posts, we’ve looked at the ethos of marketing and the need to build long term. In this post we’re going to look at how to make your business distinctive.
Construction is a busy and competitive industry. Every job is fought over, and unless it’s something highly specialised, clients will be able to choose from a broad range of companies. To get ahead in the industry, companies need to find a way to stand out or risk being tagged as an ‘also ran’.
This isn’t necessarily easy, but the good news is that you already have plenty to work with. You don’t need a gimmick. The challenge is to identify what’s great about your company and bring those to the fore. Let others see those strengths too, and build your business around them.
Does anything in that list jump out? Most of those are things that anyone can do, rather than specialist skills or qualifications. Ultimately, what we’re talking about here is character. It goes beyond branding and policy, and gets to the point of who you are and what it’s like to work with you. And it is those sorts of considerations that will make all the difference as clients make their choice.
Download the CMS Really Useful Guide to Construction Marketing – and if you’re a member of the CIOB, you can read it as part of your continuing professional development.
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