ForConstructionPros.com

Nothing replaces face-to-face, hand-shakin', eyeball-to-eyeball selling. Nothing! Yet so many contractors have fallen for the old tricks of advertisers and marketing schemes that promise to do everything for you but have the customer sign the contract. Enough is enough.

Do you need to do marketing? Yes! Do you need to advertise? Absolutely! But do not let these efforts, as needed as they are, replace getting out of the office and making as many courtesy calls as you can possibly make. Let me give you some ideas to make your "shoe leather" marketing more effective during these very difficult times.

Never leave your office without your business cards, brochures, samples, etc. Always have information about your company and services handy, but don't settle for just dropping off the marketing wares. In between your daily efforts and scheduled appointments, target zip code areas or work type and commit to stopping and introducing yourself to potential clients.

Ask for the owner, property manager, or the head of the facility or grounds.Always smile, and when you meet people stick out your hand first to shake theirs. Give a firm grip and make sure your eyes are looking directly into their eyes as this sends a sure signal of confidence and enthusiasm.

Schedule a project theme each week. For instance, the first week each month you could focus on property managers; the second week you could focus on health care properties; the third week industrial properties; and the fourth week government projects. Look at your past two to three years of business and identify these "honey holes" - lucrative and plentiful project types. Focus on these themes and work extra hard on seeking out those types of projects during that particular week.