It is a changing world, and for electrical contractors to survive, they need to adopt a marketing approach
to. Customers, recognising that there are some good deals to be had, have increased the number of quotes they request but at the same time have asked for more information. If your business is short of work, you will be chasing jobs that you would previously have ignored. As a result, you are probably quoting for more work, but every quotation is taking longer to prepare. Worst case is that you have so much to turn around that you are not giving each quotation the attention it deserves – and probably do not have the time to follow-up properly. So consider a change of approach. Be more selective
about the enquiries you respond to. Only invest time in preparing quotations for opportunities where you know the customer well or you feel you have a good chance of success, because it is your area of expertise and you have something special to offer. Perhaps spend half the time you do now on writing quotations and invest the other half in talking to the customer first to get a better understanding of the project and their issues. Then follow up quotations to establish if there is any more information you need to provide – and if you have not won the work, find out why not.
Getting the most from your business Develop a ‘prospecting’ mindset. When talking to clients, ask them about other work opportunities and introduce yourself as a skilled provider. Or while on site, offer a free safety check and advice. These ‘free’ services will be valued by
Marketing initiatives for the small contractor
Define your ‘ideal’ customer. What type of customer: n Do you like working with? n Has needs you understand? n Is less likely to go to your competitors? n Gives you most work? Don’t waste time and effort on customers that do not ‘fit’ your customer profile.
Focus on winning work from your ideal customer. n Ask for referrals from existing customers. n Ensure they know of your full range of services. n Send them reminders about your services. Include an update on any new legislation you can help them with. n Identify free services you can offer, either when on site or as an excuse to see good customers. n Always leave them with details of your services.
When quoting for work: n Think about what the customer wants and how you can best meet this need. n Contact to discuss any points that require clarification, or where you think you can add value. n Having quoted, follow-up. If you have invested time in preparing a quote it is reasonable to expect feedback If you do not win the work, ask why.
What new areas of business can you develop: n Think about the new services required by opportunities like the Green Deal – and what training you need to be able to undertake this work. n Identify suppliers of complementary services, such as plumbing and solar panels; develop partnerships with these companies to give you access to their work or projects.
November 2011 ECA Today 61
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