Marketing Strategies for Design-Build Contracting
With a jolt you pull your car to the side of the road and read the job sign that can't be more than 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 ove
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Design -Build Contracting
Marketing Strategies for
Design -Build Contracting William D. Booth
SPRINGER-SCIENCE+BUSINESS MEDIA, B.V.
Art direction: Andrea Meyer, emDASH inc. Cover design: Saeed Sayrafiezadeh, emDASH inc. Copyright © 1995 Springer Science+Business Media Dordrecht Originally published by Chapman & Hali in 1995 Softcover reprint of the hardcover 1st edition 1995
AII 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 mechanieal, including photocopying, recording, taping, or information storage and retrieval systems-without the written permission of the publisher.
1 2 3 4 5 6 7 8 9 10 XXX OI 00 99 97 96 95 Library of Congress Cataloging-in-Publication Data Booth, William D. Marketing strategies for design-build eontraeting / by William D. Booth. p. em. Includes index. ISBN 978-1-46l3-5868-8 ISBN 978-1-4615-2087-0 (eBook) DOI 10.1007/978-1-4615-2087-0 l. Construetion industry-Customer services-Marketing. 2. Building trades-Customer serviees-Marketing. 3. Design services-Marketing. I. Title. HD9715.A2B593 1995 94-36928 690' .068' 8-de20 CIP British Library Cataloguing in Publication Data available
CONTENTS
Preface Chapter 1 The Construction Design.Build Concept Definition Sales Territory Design-Build Capability Design-Build Team Environmental Construction Project Steps
ix 1 1 2 3 4 5 6
Chapter 2 The Art of Selling Design.Build Construction On and Off Buttons Low Profile and Soft Sell Time Interval Empathy Understanding the Business Prospect
11 12 15 16 17 18
Chapter 3 Cultivating New Business Perspectives Giving Out Information Advertising Adviser Capacity Remaining Objective
29 30 38 40 43 v
vi
Contents
Chapter 4 Locating the Prospective Owner Personal Contacts Referrals Advertising Trends in Specific Business Areas Redevelopment Projects Relocation Projects Industrial Commissions Rejected Bids Cold Calls Disaster Leads Bonus to Employees: Finder's Fees Zoning Changes and Deed Transfers Records Who Requires Careful Consideration Contract Potential
46 47 50 51 53 55 56 57 57 61 66 67 69 69 70
Chapter 5 Qualifying the Prospective Owner Site Finances Reason for Building Interest Talking to the Decision Makers Personal Problems the Lead Might Have
75 76 80 82
71
83
86 89
Chapter 6 Selling the Design-Build Method Security Prospect List Selling Yourself Selling Your Company Selling the Job Combating Competition
91 92 95 96 103 109 137
Chapter 7 Contractual Procedures Letter of Intent Special Letter Contracts and Formal Contracts Retainage and Bonds Changes Checking Owner Financing
145 145 153 157 158 158
Chapter 8 Building Phase Communications Start-up Work Schedule Information Acquainting People on Site with the Owner
163 164 164 165
Contents
Acquainting the Owner with Construction Problems Keeping the Owner in the Picture Owner Problems During Construction Chapter 9 The Design-Build Sales Department Integrating the Sales Department into the Overall Operation A Salesperson's Respo
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