A couple of business owners I have spoken to recently have said when asked, “How’s business?” have replied, “A bit quiet”. I am not sure if it’s just because winter is sometimes quieter and people will wake up in the spring, or it is a genuine slow down in some areas. Either way, it may be a result of those owners not having a marketing plan in place when times were busy. Like the Aesop fable The Ant and the Grasshopper, it is the ant that survives the winter because he spent the nice summer weather gathering food in preparation, while the grasshopper spent his time singing.
That’s the same problem if you have no marketing strategy in place. There is a habit of many business owners in the trades to just take what the market dishes up and not put some proactive systems in place to generate work. “I get all my work from word-of-mouth”. That’s great when WoM is working, but what if it isn’t? What’s the back-up plan? Usually there is none. This is particularly true when you are busy, or the market is stronger and the perceived need to generate leads is less. But as the title of this post suggest, I recommend people to dig the well BEFORE you are thirsty.
Putting a pro-active marketing plan in place will help smooth out the usual ups and downs of the construction industry. It may not eliminate them all together, but it will help. It will also improve the QUALITY of lead. Rather than just taking whatever is dished up, by deciding on the ideal work you want and targeting your marketing to that sector, you will be surprised what you will achieve.
By targeting your marketing you will also be able to command premium pricing and increase your margins. Targeted marketing, consistently applied over time, will help you achieve a higher level of trust in the market and a reputation as the “go-to guys” in your chosen market segment.
So, despite how solid the market is looking, I suggest you develop and implement a simple marketing plan for your business. I have a Marketing Audit process that will help with this and is a low cost way to reset your marketing and sales processes for the future. Email me here to find out more.