Why is it necessary to digitize the sales process in the Construction Sector?

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Digital transformation is knocking on the doors of a sector as traditional and reluctant to change as the construction sector. Slowly, innovation and technology are being invested in. In this line, there is a need to digitalize the sales process to be more competitive. This digitalization of sales must be framed in a comprehensive and results-oriented digital marketing strategy .

Marketing mistakes in the construction sector
In recent years, sales and marketing in the construction industry have become more aligned, but companies are still lagging behind when it comes to digital marketing.

Sales action is key, but salespeople still spend more time looking for information about a contact than selling and closing deals. Many companies are still managed with a simple Excel, instead of a CRM , a key tool in the digitalization of sales in the construction sector.

It is also necessary to have a powerful website , which does a good part of this work of attracting opportunities in an automated way. However, the websites of companies in the construction sector are not yet geared towards this task, much less towards the execution of an Inbound marketing plan that allows the acquisition process to be accelerated.

The Inbound methodology and, in general, the Omnichannel B2B australia whatsapp lead approach have arrived to leave behind the traditional sales methods, cold calling and shallow knowledge of the public. With this new point of view, we will be able to shorten the sales cycle as much as possible. But the digitalization of sales requires a whole cultural change that causes a lot of reluctance in such traditional environments. In fact, many companies in the sector continue to apply obsolete marketing techniques that do not work.

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Construction sector business environment
Traditionally, competition in this sector is aggressive, collection problems are common, as are stricter conditions with suppliers. Teams work dispersed, several subcontractors and suppliers are linked to the same project and professionals have low digital skills. The extension of the BIM methodology represents an improvement, but progress is being made very slowly.

Lack of digitalisation results in manual processes and slow workflows , which hinders results. In addition, this hinders fluid communication between the parties (developers, site managers, engineers, contractors, architects, etc.). Without a doubt, the lack of collaboration does not benefit the execution of work on time.



Impact of sales digitalization on successful companies
According to 2019 data from Redstage , 96% of B2B customers prefer to use the Internet to do business with vendors and construction companies. Therefore, it is time to leave behind strategies that are not effective. Inbound marketing for construction companies boosts the acquisition of sales opportunities in a short time, with a high ROI. All through digital channels and establishing close, trusting relationships that shorten the sales cycle.

Adapting the sales team to work in a digital environment requires training, implementing digital tools, automating sales processes and effectively aligning marketing and sales departments . But the benefits of this effort can be very large: according to IFS , digitalisation of the construction sector can increase productivity by up to 20%.

At Maratum we help you establish business development strategies that work, with personalized methodologies oriented to results.