7 Tips on Planning an Effective B2B Commercial Construction Sales Strategy

Does your company have an effective B2B sales strategy? Even if your sales team is able to convert commercial construction prospects into customers, there's probably room for improvement. And by tweaking your sales strategy, you'll reap the benefits of a streamlined sales process with a higher volume of commercial sales. However, it's important that you plan an effective B2B sales strategy to take advantage of these benefits. Investing a small amount of your time and energy into planning will greatly improve your company's ability to sell its products or services. So, consider the seven following tips on planning an effective B2B sales strategy in order to find construction projects for bid.

#1) Create SMART Goals

An effective B2B sales strategy requires goals. In other words, what do you hope to accomplish from your sales efforts? Rather than creating generic goals, such as "generating more sales," though, you should create SMART goals. Meaning specific, measurable, achievable, results-driven, and time-bound, SMART can help you achieve more success with your office or construction sales strategy. SMART goals focus on a specific element that's measurable, achievable, results driven and time-bound.

An example of a SMART goal is to generate 5 meaningful appointments with 5 brand new commercial construction projects. Seems crazy? Not really. Salesleads does the hard work by uncovering identified office projects and commercial projects. We find out who are all involved in the project and capture their names, titles, direct email and direct phone number. Now the rest is up to you.

#2) Create Buyer Personas

We've talked about this before, but creating buyer personas can help your company create stronger, more effective commercial construction sales messages that resonate with prospects. What are buyer personas exactly, and how can they help your company generate more office sales? Basically, a buyer persona is a fictional representation of a key segment of your company's target audience. Depending on what your company sells exactly, you may have a half-dozen or more buyer personas. Once you've identified these personas, create personalized, highly targeted marketing and sales messages that resonate with the commercial industry's audience. 

#3) ABM

Account-based marketing (ABM) has become a hot trend in B2B commercial construction sales. Defined as the practice of marketing and selling to specific accounts directly, it offers a high level of user engagement while driving sales and conversions in the process. Rather than using the same approach to all prospects, for example, ABM emphasizes the use of a more personalized, custom-tailored sales strategy.

Look at the graphic of the mobile phone. The very first paragraph tells you about the company and what commercial construction project they are working on. Due to our abilities to capture information, you’ll get as much detailed information as possible so you can have a meaningful, personalized communication. As a result, our commercial construction projects typically drive more sales.

#4) Content Marketing

If content marketing isn't a component of your company's B2B sales strategy, you should make it one. According to a study conducted by Accenture, 71% of B2B buyers research products and services online before buying them. Without a content marketing strategy -- or without an effective one -- these buyers may choose a different company from which to buy their products or services. You can leverage the power of content marketing by publishing high-quality, valuable content on channels such as your company's website, blog, social media accounts and email newsletter. Even if your content doesn't directly advertise a product or service, it may still attract customers naturally.

#5) Improve Communications

Communications will directly influence your company's level of success. When a prospect wants to learn more about your product or service, he or she may attempt to call your company. If no one answers, that commercial construction prospect may choose a competitor from which to buy. This is why it's important that you constantly work to improve your communications. There are a few steps you can take to achieve better communications, one of which is to use multiple channels. In addition to phone, for example, consider using online chat, social media and email. Even if a prospect can't reach you by phone, he or she can contact you via email, social media or online chat.

#6) Offer a Solution

Perhaps the most important tip for creating an effective B2B sales strategy is to offer a solution to the prospect's problem. Most buyers aren't interested in the features of a product or service. Rather, they are interested in its benefits. In other words, how will your company's product or service benefit the prospect's own company? This is what you should sell when communicating with office prospects. Think about what the prospect needs (e.g. a problem his or her company has encountered), and try to offer a solution to it with your company's product or service. You want to sell the solution, not the product or service.

#7) Measure Analytics

Finally, include data analytics in your company's B2B commercial sales strategy. Regardless of where or how you promote your company's products or services, you should measure the results of your efforts using data analytics. Key performance indicators (KPIs) like click-through rate (CTR), conversion rate and unique visits can all provide valuable insight into your sales strategy. If a particular tactic isn't working, you should consider changing or replacing it with a different tactic. After all, monitoring analytics is only helpful if you take action on it.