Marketing & Selling

Marketing

The market position you propose to adopt

(low cost vs high value)

How you will brand your business

How you will package your product or service

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Selling Sales & Promotion Strategy

What is your unique selling proposition and

key sales message (expressed as a single
sentence).
Where and how you will sell your product or
service
What promotional tactics will you use.

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Relationship Marketing

Building relationships with a network of

customers and suppliers to create a
symbiotic relationship that delivers value to all
parties
Alliancing (project specific relationship)
Strategic partnerships
Warehouse / Naylor Love

Architects with long term relationships

ASC National Bank & McDonalds
Reading: Das Narayandas “Building Loyalty in Business Markets”

CONS 7820 Professional Business Management 4

 Promotion and Sales

• If you are waiting for customers to find

you – you may wait a long time!

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Target Market

Your target market needs to be defined

in a way that your potential customers
are specific people that you can
identify and find a way to talk to in
person.
6

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Unique selling proposition

When they ask you “why should I use you rather

than someone else” you need an answer
• We are cheaper
– or
• We deliver better value by -----
– or

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Promotion

• There is no substitute for face to face contact

• You do need to work at keeping your name in front of
potential customers:

• Social events (your and others)

• Information updates
• Permission marketing e.g. push texts (see NZTE document)
• Mailing Lists
• Your presence on the web
• Industry magazines
• Static and mobile advertising

CONS 7820 Professional Business Management 8

 Collateral

You need things that gives you credibility:

• Brochures
• Web site

Despite this, earlier customers may find you

via your website

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT CONS 7820 Professional Business Management
 Reading

• Chris Preece
• Marketing and Promotional Strategies in
Construction
• In: Langford & Male 2008 Strategic Management in Construction
(ebook)

CONS 7820 Professional Business Management 10