How to Use Construction Data to Prospect for New Customers

Use Construction Data

The more you know about a potential new customer when you first approach them, the better your chances of winning the sale. In-depth construction data arms you with insight into what your prospects are looking for, which will help you engage them with irresistible offers.

Warm Up for Cold Calls

Phone prospecting for potential buyers is one of the most effective tactics in the construction industry, but it doesn’t have to mean going through a list of phone numbers and hoping they want what you’re offering. Construction data can help you learn about your prospects’ interests so you can prepare enticing offers before you pick up the phone.

If you’re a general contractor, the data might show you high-value kitchen remodels are the most common type of work going on in a certain area. Knowing this, you can prepare your calls to this area by talking about your experience with high-end kitchens.

If you’re selling to large construction companies, data on the top local companies can enhance your prospecting calls. Maybe you discover companies are having success with commercial office projects. As a floor covering specialist, you can be ready to talk about how the durable, low-maintenance carpet and vinyl tile you offer are perfect for commercial offices.  
 
Host a Prospect-Pulling Webinar

A webinar helps you attract highly targeted leads by offering information so valuable your ideal clients will seek you out to get it. However, to run a successful webinar, you must focus it wisely. To attract prospects who are likely to buy, you’ll need to appeal to their specific interests and offer concrete benefits.

Construction data lets you hone in on the topics your ideal customers are most interested in. If the data tells you a lot of retail space construction and remodeling is going on right now, you’ll know a webinar called How to Light Your Retail Showroom to Maximize Sales has a good chance of attracting potential customers. Now you can prospect by inviting your potential customers to your webinar instead of hard-selling.

To learn more about using construction data in your prospecting, contact Construction Monitor.

Getting Inside Your Potential Customer’s Head…

customer surveyConstruction market research helps, but there are some things only direct feedback from your current prospects and clients can tell you. When you want to know what’s going on in your potential customers’ heads, there are several survey methods that can help you find out.

Website surveys

The simplest way to get your prospects’ opinions is by offering a poll or survey form on your website. This allows anyone who stops by to share what they think with just a few clicks. If the topic applies to your business as a whole, such as which construction services your visitors are most interested in, place the form prominently in your sidebar. If you’re more interested in your readers’ take on specific issues, place your form at the end of blog posts related to that topic.

Social media polls

Many social media platforms give you the ability to post short polls for your followers or anyone else who might be interested. These surveys give you better quality information than website surveys. Someone following you on social media is naturally more engaged with your businesses than someone who stumbled across your site during an online search.

Email surveys

Your email list readers are some of your biggest fans and the most likely to respond to your questions. To keep things simple, ask them a single, open-ended question such as “What’s your best advice for someone choosing a construction firm?” Other times, you might want to send out a more in-depth questionnaire. In either case, respect your readers’ time and only ask for information you actually plan to use.

Phone surveys

Talking with your prospects by phone lends a personal touch to your survey and gives you the chance to clarify the questions or ask more about your prospects’ answers. It also shows you’re willing to invest your own time in getting to know them. While you might be wary of bothering your prospects and clients, research shows phone surveys can help build customer loyalty.

 

Getting Repeat Business and Referrals: The Art of the Follow-up

lead follow upWhile making good first impressions is an important part of lead generation in the construction business, it’s only a small part. If you want those leads to turn into paying clients, you’ll need to follow up on them in a way that shows them your firm is the best fit for the job.

Provide Real Value

Frequently contacting a lead “just to check in” does nothing to demonstrate your value and, even worse, it can leave your prospect dreading your calls and emails. Instead, go in with the mindset of helping your prospect solve a problem they’ve already acknowledged. Contact them with information or opportunities that will get them closer to their goals.

  • Send articles, blog posts, case studies and other material that provides useful information.
  • Offer to connect them with an industry professional who could help them.
  • Let them know about a new product or service that could benefit them.
  • Invite them to a relevant conference, talk or networking event.
  • Invite them out for drinks or lunch to discuss any problems they’re facing.

This approach to lead generation in the construction business positions you as a helpful expert who can be trusted with complex, high-budget projects.

Be Consistent and Persistent

Some leads require more nurturing than others, so regularly follow up with anyone who’s expressed an interest in your services. By contacting a prospect frequently and consistently, you’ll be in front of them at the moment they’re ready to buy.

That said, if a promising lead has disappeared for weeks, it pays to send a polite message letting them know you assume they’re no longer interested. This is often enough to grab the attention of a busy professional, but it also keeps you from wasting time.

Develop a system to track your leads’ progress through your sales funnel. Having a plan to follow prevents valuable prospects from falling through the cracks and alleviates any concerns you might have about annoying prospects with too much contact.

For more tips on productive lead generation in the construction business, contact Construction Monitor today.