Design/Build Marketing Strategies and Procedures for the Small and M
With a jolt you pull your car to the side of the road, and read the job sign that can't be over one day old: New Home of ABC Inc.; General Contractor, XYZ Construction Co. You think out loud, "I knew the property had been sold," and your eyes roam over th
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Design/Build Marketing Strategies and Procedures for the Small and Mid-Size Contractor
William D. Booth
InDft1 VAN NOSTRAND REINHOLD ~
_ _ _ _ _ _ New York
Copyright © 1992 by Van Nostrand Reinhold
Softcover reprint of the hardcover 1st edition 1992 Library of Congress Catalog Card Number 91-41691 ISBN-13: 978-1-4684-1433-2 e-ISBN-13: 978-1-4684-1431-8 DOl: 10.1007/978-1-4684-1431-8 All rights reserved. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means~ graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems~without written permission of the publisher. Manufactured in the United States of America Published by Van Nostrand Reinhold 115 Fifth Avenue New York, New York 10003 Chapman and Hall 2-6 Boundary Row London, SEI 8HN, England Thomas Nelson Australia 102 Dodds Street South Melbourne 3205 Victoria, Australia Nelson Canada 1120 Birchmount Road Scarborough, Ontario MIK 5G4, Canada 16
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Library of Congress Cataloging-in-Publication Data
Booth, William D., 1935Design/build marketing: strategies and procedures for the small and mid-size contractor / William D. Booth. p. cm.~(Competitive contractor series) ISBN-13: 978-1-4684-1433-2 I. Construction industry~Customer services~ Marketing. 2. Building trades~Customer services~ Marketing. 3. Contractors' operations~Customer services~ Marketing. l. Title. II. Series. HD9715.A2B59 1992 624'.068'8~dc20 91-41691 CIP
Contents
Preface
vii
Chapter 1
The Design-Build Concept
1
Chapter 2 The Art of Selling to the Construction Prospect
3
Chapter 3
New Business Attitudes
23
Chapter 4 Finding the Prospective Customer
41
Chapter 5
Qualifying the Lead
71
Chapter 6 Selling the Prospect
87
Chapter 7 Design-Build Capability
143
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vi
Contents
Chapter 8 Signing Up the Prospect
147
Chapter 9 Working with the Owner During Construction
165
Chapter 10
The Construction Sales Department Index
175 187
Preface
With a jolt you pull your car to the side of the road, and read the job sign that can't be over one day old: New Home of ABC Inc.; General Contractor, XYZ Construction Co. You think out loud, "I knew the property had been sold," and your eyes roam over the real estate sign with the angled "sold" sticker proclaiming to all that the agent has been successful. "Thought the job would have come out on the bid list by now," you mutter as you move back onto the road and head for your office. Later in the day you get the agent on the phone: "Jim, how did XYZ get the ABC job? I saw nothing on the builders' exchange about it." "John, XYZ has been negotiating with ABC for the past six weeks. They did one fine job of selling on old McDuff. Understand they just called on him out of the blue asking for a chance. They put the whole package together, plans and all." "Didn't that tightwad McDuff get another price, Jim?" "Sure did; two, as a matter of fact. He asked me to get two other contractors capabl
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