Don’t Work in a Vacuum

Your company does not compete against itself in a vacuum, so why do you market yourself as if you have no competitors?

When I review company’s marketing materials, many times it is the same boring “On Time, On Budget” nonsense. If you were the only construction company out there, this would be commendable. Since you’re not the only construction company, this is just doing your job. Do you reward your employees for showing up on time and staying until the final bell? Probably not. You encourage going above the call of duty.

When you’re marketing your company, regardless of industry, you need to display to things that are different than your competitors – your company’s personality and differentiation. This is especially important in best value proposals because the selection committee is looking for the right company. If you want to win the bid, you need to educate them why you’re the best company. That comes down to your personality matching them and their needs and you differentiating your talents and company from the pack.

Personality – Not every company is a good fit for every client. Knowing the client is vital and should be part of your Go/No Go decision. One reason we’re in the construction industry is that we like working with people in this industry opposed to doctors & lawyers (we hated working with them in the past, so we don’t now). If you’re a formal, buttoned up type of company, then you probably don’t want to work for a group of artists and you probably hate working with certain architects because they’re all over the place. In contrast, if you’re a more fun, relaxed company, you wouldn’t want to work with the military. Finding clients that your team compliments instead of bucks heads with will make a better work environment for your team and maintain a good working relationship with your clients. (A side note, showing your personality will make it easier to hire the right kind of employees and lower your turnover rate.)

Differentiation – No two companies are alike, but if you read 10 proposals, you’d think otherwise. It is your job to position your company for success and be, not the ideal company, but the only company for your prospects. For example, when we talk to prospective clients, we focus on our expertise in the construction industry. No one in the country has marketed or designed websites for more large general contractors. Usually we compete with a local firm that did a roofer or plumbing website and they have no idea how the construction industry works and the importance of safety. We get it and because of our experience, we do not have the learning curve other marketing & design firms would have thus saving our clients time and headaches. Also, we are the safer bet because of our expertise.

Now, how does your company differ from your competitors? What is your team’s personality?