Brief analysis
Sales optimisation in the construction industry
How to win in the face of increasing competitive pressure with a customised customer approachCompetitive pressure in the construction industry is constantly increasing. Many markets are saturated, customers are more demanding and the price war is getting tougher. Companies that do not continuously adapt and optimise their sales strategies risk losing market share. Targeted sales optimisation can make all the difference. In the following article, you can find out how a data-supported and customised sales strategy can not only help you operate more efficiently, but also win and retain your most valuable customers in the long term.
Whoever serves customers precisely, wins
A key success factor in sales optimisation is aligning the range of services with the needs of customers who really add value. Especially in an industry that is strongly characterised by specific customer requirements and project business, it is crucial to offer tailor-made solutions. Those who precisely understand and fulfil the needs of their target customers gain a clear competitive advantage.
Data-based tools can help you to analyse and understand your customer base more precisely. With targeted analyses, you can determine which customers are particularly profitable and where there is potential for further growth. This allows you to target your sales resources where they will bring the greatest added value.
Push and pull strategies in sales: focus on market cultivation
A successful sales approach combines both push and pull strategies. While push strategies aim to actively launch your products on the market and acquire customers, pull strategies aim to attract customers to you through a strong market presence and an attractive range of services.
- Push approach: This approach requires a proactive sales approach in which you target potential customers and actively market your services - in such a way that the approach is aligned with the customer's needs.
- Pull approach: Here you focus on increasing your brand attractiveness and ensuring that customers become aware of your company on their own. This can be achieved through a strong digital presence, recommendations or by positioning yourself as an innovative market leader.
Regardless of the approach you choose, however, you should always set a clear focus in market cultivation. This means concentrating your sales activities on the most profitable market segments and customers. With the right data, you can better decide where it is worth investing intensively and where you should consciously say ‘no’ if customers or orders are not in line with your corporate strategy.
Taking employees with you: Successful sales management from creation to implementation
Sales optimisation only works if everyone involved in the company supports the strategy. It is therefore essential to take your employees with you and involve them in the optimisation process at an early stage. The introduction of a new sales approach begins with the creation of a clear, data-based strategy. Here, you should consider both your internal sales data as well as market and competitor analyses in order to create a sound basis.
The next step is implementation. This involves anchoring the defined measures and processes in day-to-day business. To ensure successful implementation, you should organise regular training sessions and workshops for your sales team. The aim is to ensure that your employees understand and support the new strategy and apply it in discussions with customers.
Another key aspect of sales management is monitoring. A data-based system for monitoring sales performance can help to recognise bottlenecks or challenges at an early stage and take countermeasures. By continuously analysing sales data and fine-tuning your strategy, you can react to changes in the market and increase your efficiency.
Another key aspect of sales management is monitoring. A data-based system for monitoring sales performance can help to recognise bottlenecks or challenges at an early stage and take countermeasures. By continuously analysing sales data and fine-tuning your strategy, you can react to changes in the market and increase your efficiency.
Conclusion: Tailor-made sales optimisation as a competitive advantage
In times of increasing competitive pressure, it is not enough to simply keep sales running. Companies in the construction industry must optimise their sales approach in a targeted manner in order to remain successful in the long term. In doing so, the alignment of the range of services to the needs of the most valuable customers plays a central role - those who serve customers precisely will win.
A combination of push and pull strategies, supported by data-based decision-making processes, enables you to focus your marketing efforts and save valuable resources. Take your employees along on the journey right from the start and ensure that the new sales strategy is supported by everyone.
A combination of push and pull strategies, supported by data-based decision-making processes, enables you to focus your marketing efforts and save valuable resources. Take your employees along on the journey right from the start and ensure that the new sales strategy is supported by everyone.
Successful sales optimisation requires careful creation, clear implementation and continuous fine-tuning. In this way, you can create a customised sales strategy that not only helps you to cope with increasing competitive pressure, but also to grow as a company.
Your contact person
Christoph BleppManaging Partner
Christoph is a founding partner of S&B Strategy GmbH and is responsible for strategy development and implementation.
He has 17 years of experience as an officer, strategy consultant and managing director, gained at PwC Deals Strategy, smaller consultancies and the German Armed Forces. He studied Political Science and Economics at the University of the German Armed Forces in Munich and completed an MBA at WFI.