The Tale of the Christmas Windows
As we head into 2016, with the promise of yet more technology to keep us connected, the two hot topics in the commercial construction industry are as old as time: customer engagement and differentiation. With the continual advent of new apps enabling property owners to virtually manage their construction projects from the comfort of their desk chairs or out on the road, commercial construction companies are losing critical touch points and opportunities for engagement that could win them future business. The best marketing advice for commercial construction companies comes from what I like to call The Tale of the Christmas Windows.
All of us at M//G B2B are celebrating multiple decades at our cozy landmark company headquarters on the East Shore of America’s Brilliant City: New Haven, CT. Recently, it became time to renovate the façade of our 1898 building on US Route One. I engaged a designer and settled on a way to modernize the old place, but still stay true to its roots; in particular, its long run as a classic men’s barber shop (my grandfather’s) prior to its transformation into an ad agency. I went out to bid on the new glass front for the building, and three local companies were invited to submit proposals.
- Company One was a neighbor whom I have known and patronized for decades.
- Company Two was another company I had used for auto glass for many years.
- Company Three was unknown to me, but came highly recommended by a friend.
The response to the bid request was surprising. Company Two submitted the quickest written bid response, faxed over the next day. Company One took three weeks to reply, and that was two weeks after I had already awarded the bid to Company Three, who called the next day and asked to stop by personally to look at the site and bring me samples of glass tint options and frame colors.
Customer Engagement won the bid. And the winning bid from Company Three was 10% higher than the first bid. Company Three had an engaged owner, with a good personality for sales interaction. He created a point of differentiation, made me feel empowered, and showed me that he wanted my business.
Ringing in a new year brings the chance to start fresh, approach challenges with a positive attitude, and set new goals. The same can and should be said for every new business proposal. In 2016, it will be more important than ever to demonstrate customer engagement and differentiation in commercial construction, because there will be so many opportunities to do otherwise, to do it the easy way. Take the initiative whenever possible, and your customers will know they made the right choice each time they see their property, just as I do every day, especially this time of year.
