It is difficult for construction companies with high service charges to compete with low-cost competitors as a high price is what most leads will be objecting to. So, you need to make sure that you market your services properly so they don’t start looking elsewhere. If you want to market your business successfully to potential clients you need to make sure that you are highlighting the value and extra benefits they get will be getting from your services. You need to make sure that the customers are thinking about the value they will be getting more than they are thinking about the price. The following are a few ways you can do that.
Understanding your buyers
You need to know exactly who your buyers are because chances are that your services are not for everyone. But there are people that they are the right fit for and you just have to find them. When you are able to identify your buyer personas you will be much more successful in targeting them and turning them into loyal customers. Once you work out who your ideal customers are you should also try to figure out why they are interested in buying your premium services. This way you will be able to communicate with potential clients more effectively as you will have a better understanding of their motives.
Use storytelling to communicate
You will be able to turn leads if you can communicate effectively with them and they are able to envision what it would be like working with you. You can use storytelling to your advantage and build a stronger relationship with prospective clients in this way more than you ever would be able to through cold calling. If you are able to hit your buyers’ personas pressure points and motivations with your story you will have a better shot at turning them.
Highlight the main differences
Construction industry is quite competitive and if you want to be successful then you need to make sure that your ideal customers are always thinking of you when they start a new project. In order to do that you need to try all the different marketing strategies that are available from content marketing like emails and blogs to social media marketing through ads and posts. While doing so you need to make sure that you are highlighting your key differentiators and basing it on value instead of price.
If your services cost more than you cannot use affordability as a selling point, so instead you should focus more on things like customizable designs, sustainability and lifelong value. If you are advertising a CAT 325DL for sale, make sure to highlight factors like the availability of a complete inspection report and service records.