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"A PROFESSIONAL APPROACH
TO MARKETING FOR THE CONSTRUCTION INDUSTRY"
The Construction Industry Today
- How to keep real estate brokers from taking control of construction jobs
- Why projects are being put on hold
- Overcoming fear and uncertainty caused by the news media
- The key step to improve profit
- What prospects want and need
- How to overcome low price competition
Marketing. . . What it really takes
- Marketing budget guidelines
- What is a good marketing program
- Critical numbers to watch
- Research websites you should be using
- How to do market research
- Today's best market opportunities
- Importance of target marketing
- How to do target marketing
- Market trends and predictions
- Reaching the decision-makers
- Tracking future job opportunities
Developing a Marketing Plan
- Importance of the Plan
- Guidelines from successful plans
- Logical steps you can follow
- Forms to make it easy
- Sample marketing plan
- Sample mission statements
- Important suggestions
Your Company Image
- Building the right image…be unique or be forgotten
- Important rules for answering your phone
- Cost effective advertising
- Samples of effective advertising ideas
- Inexpensive marketing tools you need
- How to produce your company brochure
- Samples of good company brochures
- How to get good publicity
- Direct mail guidelines
- Samples of effective direct mail pieces
- Samples of contractor newsletters
- What to do when you need work
Organizing Your Efforts
- Getting more referrals
- How to make research calls
- Excellent sources of information on prospects
- How to qualify prospects early
- A proven prospect follow-up system
- Time management tips
Your Marketing Strategy
- Focusing on your customers
- The construction buyer's options
- Improving your proposals
- Negotiating more profitable work
- Getting time and material work
- Establishing a bidding criteria
- Improving your profit margin on bid work
The Professional Sales Representative
- What traits are critical to sales success
- How to develop enthusiasm
- Why some people are ambitious
- How to set and reach goals
- How important are job titles
- Compensation programs that attract and keep good people
Steps to Successful Selling
- Why people buy
- How to maintain control and sell more
- How to sell yourself
- Getting to the decision maker
- Win/win sales calls
- Gaining the prospect's attention
- Handling "what will it cost"
- Creating an interest in your proposal
- Steps to successful selling
- How to overcome objections
- Handling "your price is too high"
- Overcoming stalls and procrastination
- Creating a desire to buy now
- Ten effective ways to close
- Building confidence
Making It Happen
- A shortcut to success
- Turning your marketing efforts into actual sales
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