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The Power of Persistence: Don’t Quit After One Touchpoint


As a subcontractor in the construction industry, I've come to realize that sales can be a daunting challenge. The journey to securing new contracts is filled with uncertainties, rejections, and uphill battles. Over time, I've noticed a common theme among many subcontractors: they often underestimate the amount of persistence, endurance, and unwavering determination required to succeed in this field.

In my experience, subcontractors frequently fall into the trap of 'one and done' – they make a single touchpoint with potential clients and then give up too quickly if they don't see immediate results. It's like planting seeds but not bothering to water them – expecting the plants to flourish without any further effort. The truth is, successful sales require nurturing and continuous effort.

Let's explore why persistence is so crucial for subcontractors:

Building Relationships Takes Time:

One of the most significant advantages of nurturing leads is the potential to build strong relationships. Even if the main contractor already has a company hired for the job, offering something of value, such as a coffee meeting or sharing industry insights, can create a lasting impression. Relationships are the backbone of business, and a positive encounter today might lead to future opportunities down the road.

Understanding the Decision-Making Process:

Often, construction projects involve multiple stakeholders and a complex decision-making process. If you quit after just one interaction, you might miss out on the chance to engage with all the relevant decision-makers. Continual follow-ups and maintaining open lines of communication can help you stay top-of-mind throughout the decision-making process.

Gaining a Competitive Edge:

In a competitive market, standing out from the crowd is essential. Your competitors may also be vying for the same contracts, and they may face similar challenges in nurturing leads. By maintaining your persistence, you demonstrate your commitment, professionalism, and determination to go the extra mile for your clients.

Maximizing Revenue Potential:

The potential upside in securing a substantial contract is often more than worth the investment in nurturing leads. A single job can lead to repeat business or referrals, turning one successful project into a long-lasting and profitable relationship.

Addressing Concerns and Building Trust:

Sometimes, a potential client may have concerns or questions that go unanswered after the initial contact. By being persistent, you have the chance to address these concerns and build trust by showing your expertise and commitment to client satisfaction.

Adapting to the Changing Landscape:

Persistence isn't just about repeatedly contacting a potential client; it's also about being adaptable. The construction industry is constantly evolving, and client needs may change over time. By staying in touch and keeping a finger on the pulse of the industry, you can tailor your approach to meet the current demands and trends.

Additional Read: Building a Successful Sales Team in the Construction Industry

As subcontractors, we must recognize that successful sales require unwavering persistence. Building relationships, understanding the decision-making process, gaining a competitive edge, and maximizing revenue potential all depend on our ability to nurture leads rather than quitting after one interaction.

Remember, planting the seeds is just the beginning; watering and tending to them is what makes them grow. Embrace the challenges, adapt to the changing landscape, and never underestimate the power of persistence. With time and dedication, the rewards of a flourishing business and lasting client connections will be well worth the effort.

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