Running an M&E, HVAC or Facilities Maintenance Business can be a challenge, but also be highly rewarding, especially when you are busy trying to spin all the plates!
Does this sound like Your Business?
Working with smaller Building Services businesses is an exciting challenge for us – we’ve been doing it long enough and we have learned so much about what makes your Business ‘tick’ in the process.
Having worked with M&E, HVAC and FM businesses now for a number of years, we have been able to build up some extremely valuable and clear insights into how our customers think, what their concerns are and how they make decisions in order to solve the challenges they face.
We have produced three customer roles as personas. Some of you will relate to these personas almost immediately, maybe some people will relate to more than one, dependent on your own role and the size of your business. We understand your pains and know how to help.
The Managing Director situation
You are the Technical Estimator
You are a Sales/Marketing Manager
The Managing Director/Owners Situation and viewpoint
We are doing OK, we have been going for 10-years, we constantly get new work from our regular clients, we think we are making a decent profit, why do we need more Orders?
We are a small family Business and we all muck-in whenever we need to, in order to keep a client happy. We operate our Business from various Spreadsheets, and have a separate Accounts software for generating Invoices, we don’t really track the outstanding Quotes or Estimates and we don’t have the time or people to chase things up. We just get on with doing the work.
When it comes to pricing tenders and writing bids, its very ad-hoc, and we don’t seem to win many projects. We order the materials we need for the job and often have to buy more because we have underestimated what we need. We often need to use sub-contractors because me and the rest of the team are too busy. I don’t really know how much work has been completed and I don’t know where the field guys are or how much time they have spent on a job.
We manage all the jobs on a whiteboard and I tend to do most of the materials ordering and job planning and often install and repair things because I’m the only one who I can trust to do it.
Our clients are all over the UK and many of our jobs are in London despite us being miles away which means we are often stretched.
We have lost a few clients mainly because we couldn’t keep up with their workload and ended up letting them down. That meant the turnover went down and we haven’t really replaced that turnover. We had to let some people go.
We have got a website, but we don’t get any leads from it and we don’t know how many people have visited the site. I’ve got no idea where we rank on Google. We don’t do any Marketing and I can’t see the point of social media.
Nevertheless we are turning over 4 million, so we can’t be doing that bad!
The Technical Estimator’s situation and viewpoint
We have some great products and services and are able to offer some detailed product and service demonstrations when we get in front of a prospective buyer. These buyers and specifiers are always enthusiastic about our demonstrations and are fully aware of the benefits that our products and services would have for them.
However, we face a number of problems.
Firstly, our website explains everything about our products and services in great detail, but it seems disjointed from any marketing activities. We always struggle to understand the right and most effective approach to lead generation for our business.
Secondly, when we do get a tender or quotation opportunity, we struggle to put together a proposal that meets the needs of the buyers and our follow-up meetings are sporadic, we can’t seem to duplicate a one-off project into a repeatable process. Our sales and marketing plan doesn’t exist, and we don’t know where to begin.
Lastly, after we have presented a great products and services demonstration the sales deals stall and we don’t know how to reawaken them.
The Sales/Marketing Managers Situation & Viewpoint
We thought we were doing the right thing when trying to generate more Sales leads but our website is not getting enough visitors and those that do find our website don’t hang around for very long and they never request further info or make contact.
We have a reasonable sized database and often run email campaigns, but our open and click rates are low and the opt out rate is high. We have set up a Google paid advertising campaign but I don’t think the campaign is effective enough. We’re paying out money each month but delivering few or no conversions. It’s the same for LinkedIn, every month we’re struggling to justify our budget spend.
Some of our website data is pretty ‘thin’ on content, we just aren’t engaging people. We just don’t know where to start or what to begin with in order to run successful campaigns that will generate more leads.
I’d like something joined up through all our marketing activities that is going to generate more leads and we must be able to measure the results more accurately.
We have been struggling to regularly convert leads into sales. It’s so frustrating. What deals we win are very sporadic and we just can’t duplicate that one off success into something repeatable that we can apply to all leads.
Previously we used to make lots of cold calls, but we’ve stopped now as we just can’t get through to the decision makers. If we call our email open list, the response we get 99% of the time is that they are ‘just looking around’ at other options and they aren’t in a position to buy at this point in time.
We have several opportunities but often these sales deals stall and we just don’t know how to keep them engaged and move the buyers onto the next stage.
I see the term ‘lead generation’ everywhere. It’s obvious that our businesses needs to generate a regular supply of new leads in order to make the sales. However, I’m not sure what the right approach to lead generation is for us? I wish someone could point us in the right direction and help give us some guidance on how to build a successful lead generation programme.
The Next Step
Marketing 4 Contractors have a proven track record for helping smaller Building Services businesses to grow. We work closely with a number of different Building Services businesses from Manufacturers, Distributors and Contractors who have challenges in attracting and engaging with prospects, to generate more sales leads.
Probably the best approach is to tackle the ongoing issues with Manual paperwork, spreadsheets, separate job management, Separate Invoicing, Technician scheduling etc,
We have navigated through the vast minefield of different Field Management Software and we can strongly recommend
We have developed a winning four stage sales and marketing methodology. This helps businesses to attract, engage and then nurture their prospects to the point that they become a qualified sales lead and the lead is passed to sales in order to close the deal and win new business.
Our process works because all the lead generation activities in each stage are underpinned by some outstanding marketing automation for Building Services Businesses.
The process starts by ‘attracting’ prospects. The focus has to be on driving more relevant visitors to your website in order to get them to register for Product or Service demonstrations, sign up for newsletters or contact you. This is done through social media, blogs and online advertising.
Marketing automation helps us to successfully manage the engage and nurture stages. The automation measures and captures prospects behaviour i.e. what forms they complete, what landing pages they visit, what whitepapers and marketing collateral they download, what videos they watch etc. We get a complete picture of how our prospective buyer is behaving, which is invaluable.
We know what Products and Services your prospects are interested in, and just how warm or hot they are. We send them relevant and timely content to build up valuable contacts. Through high quality lead scoring captured by the automated Building Services software we are able to tell when a prospect is ‘hot’ and ready to buy.
If you recognise yourself or your own Building Services business here please contact us in the first instance and we will arrange a convenient time with you to have an initial chat about the challenges you are currently facing. Call us on 01252 413596 or register your interest for a free no obligation consultation on our website.