The Official Publication
of the Mason Contractors
Association of America
Marketing for Masons
The Alpha Moment: Is This Yours?
An Alpha Moment is the point in time when all the puzzle pieces fall into place, and the key to more success becomes vividly clear. It’s the moment when you discard conventional wisdom and do things in a way that works for you.
The time-worn process of finding business in the construction industry is twofold. First is establishing and utilizing the relationships you have with area general contractors and construction managers. The second is looking for projects that are “out to bid.” Of those two, only the establishment of relationships holds major importance.
For mason contractors, the moment of solving the puzzle has arrived. It’s time to step forward, make the connections and allow your business to flourish.
You’re probably wondering what this key to success is. The answer is quite simple: effective marketing for the mason contractor.
Marketing is a business component that is often overlooked, perhaps even disregarded. But in these days of technology and competition, making a commitment to include active marketing in your business can be the difference between mediocrity and superiority.
Now that you’ve had that Alpha Moment and recognize that active marketing is the key to transformation, let’s talk about the mindset and steps you can adopt that will reposition your company as a leader and dramatically change your ability to garner new and profitable business. Marketing is fundamental to success in the construction industry, and that’s what the new leaders are discovering.
They are going to invite only those masonry contractors that have a demonstrated track record and reputation for professionalism, expertise and project success. In fact, they’re actually betting their jobs and their companies on the “construction team” that they are assembling to come in, deal effectively with the inevitable chaos, and complete the project in a timely manner and on budget.
Guess who can craft a sterling reputation and cause leaders of important, invitation-only projects to call and ask you to join the project? The answer is you and your effective marketing.
Given the impact marketing can have on your success, it’s something that should be a part of every workday. Not only is marketing about establishing a reputation, it’s about gaining an audience, creating and maintaining relationships, and keeping perception management top of mind.
Begin by crafting a story that shows the things your company does on a jobsite: great work, organization, uniformed workforce, adherence to safety, and testimonials from happy/satisfied customers.
The majority of your competitors are not doing this, and if you do take this path you can and will emerge as the dominant force. The Alpha Moment is realizing that the only thing holding you back from telling your story and positioning your company for success, is you.
Making this a reality
Value Proposition. Define the benefits of doing business with you, and the key differentiators that separate you from the competition. Develop your story or “pitch” that can be delivered in 30 to 60 seconds to maximize your networking effectiveness.
These things may seem like a lot to do, but really they are well within the grasp of any company. It’s just a matter of committing yourself to the importance of marketing and managing what people see and learn about your company. The approach is no different than how you would approach a project.
Create a solid plan and marketing strategy, and then implement the strategy and track its results. When opportunities arise, be flexible enough to capitalize on them by adjusting your strategy when you need to. Marketing is not an expense, its and investment. Be aggressive. Realize your Alpha Moment.
|Last Updated on Wednesday, 16 January 2013 12:45|