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Builders: The Secret To Landing You More Sales


Struggling to get building jobs over the line?

There has to be a rational reason why some builders reel in great and profitable jobs, enjoy excellent relations with their clients, and exude the quiet confidence their clients love, while others struggle to get building jobs over the line.

And there is – a reason that is. But never just one. It’s a combination of many. Just as a winning home is a combination of great design, materials and experienced project management, so too is a successful building business, that attracts clients. It’s a combination of many systems working together smoothly.

In this article I outline the 5 things that work together to give your construction company and you the aura of confidence that clients are looking for in their dream-home builder.

1 Captivating Slogans

It is totally true that the very first impression your company makes on a prospective client can be the single biggest impact on their decision to buy. So it makes sense to ensure that their very first encounter with your company is with a captivating, connecting and  response-generating slogan.

Imagine the impact of a powerful slogan, driving customers to pick up the phone and call you. Possible? Sure … when your slogan stands out and connects. How would they feel about you when they come across your company and see that slogan every time – on your website, signs, vehicles etc. reinforcing the effect. And then feel its power when they connect with you and discover you really do deliver what your slogan says. Confidence building.

So what is your slogan? Is it captivating? Does it connect? Is it response-generating?

2 Customer-Focused Sales Process

Now imagine the power of a well presented, tested and proven sales process that explains simply and clearly what needs to do be done to a) fully explore their needs and aspirations, b) introduce them to previous clients and c) calm their nerves with iron clad guarantees.

Next a customer focused sales process clearly outlines the steps they need to take to arrive at the best possible solution…even if that means using another builder!

You see the confident builder knows that his sales system works so there is no need to try and control the client. They will follow the steps! Nice.

So how can you build such a sales process?

Start by documenting what you do in your sales.

  • List each step.
  • Script what you say.
  • Test it, reflect on it and improve over time.

Don’t make the same mistakes over and over. Try new approaches, until you develop a process that works – a process that is good – real good.

Then, when the process is good, you won’t need to hire top salespeople to get successful sales – just good people who will follow your well oiled system!


3 Conscientious People

Let’s continue imagining. Think about the impact of a conscientious team. Imagine if everyone in the company shared the company vision, took ownership in achieving it and if they were passionate and energetic and willing to “do what it takes” to provide a great customer experience.

Imagine your clients’ euphoria if every contact with your company left them feeling excited. You know what happens when a client is unhappy but do you know what happens when a client is “over the moon” about your service level?

So, make time to learn what it takes to create a culture of which you are proud. And if you don’t know how to lead, then push yourself to learn. It will transform your business – and you.

4 Credible Carpenters

Of course it’s no good if you only have a fantastic sales funnel. If you can’t deliver on your promise then you shouldn’t be in business … most likely you won’t be for long.

It’s a fact. Once work has started it’s in the hands of your trades people. If they fail it’s tough and costly. You really are dependent on them.

But when your customers love your team, they’ll tell others! Gotta be good.

That’s why confident and successful builders chose their team members carefully, ensuring they have adequate knowledge and qualifications. Then they manage and resource them well, knowing that in the end the company will be judged upon their workmanship.

So never compromise on your key trades people. 

5 Competent Administration

Goes without saying. The oil that keeps everything flowing smoothly is the money. So it needs to come in and go out correctly and on time. When it does everything is sweet.

When it doesn’t… it’s catastrophic! For example. Completing work then invoicing it incorrectly or late.  Such poor cash-flow management can kill an otherwise great business. So take the time to learn the basics of good accounting practice. And put in place really sound practices for invoicing and receiving money.


There can be a big difference between a winning and losing building company, but in most cases it’s just that the big difference is simply a combination of many small differences. Each one can be fixed.


So, how do you get building jobs over the line? I’d love to hear your comments.

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4 Responses to Builders: The Secret To Landing You More Sales

  1. mike November 20, 2014 at 12:21 pm #

    Very good advice to build a quality business, it doesn’t happen without lots of effort.

    • Graeme Owen November 26, 2014 at 2:54 pm #

      Hi Mike, thanks for your reply. You’re right in saying that building a quality business takes effort. When business owners learn how to put their efforts into the right place they get a truly successful business!

  2. Bob McCracken November 20, 2014 at 2:43 pm #

    Very good article, thanks for taking the time to write it and post it.

    • Graeme Owen November 26, 2014 at 2:52 pm #

      Hi Bob,thanks for your comment and pleased to hear you enjoyed it.

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