ForConstructionPros.com

You are dead in the water if you don't have a constant marketing and sales effort. If you are one of those rare pavement maintenance contractors that has a "sugar daddy" feeding you constant business then don't waste your time reading this article. This article is for those of us who must "work for a living."

Mailing brochures, making sales calls, keeping yellow page ads up to snuff, or venturing onto the Internet is enough to keep most contractors busy. While we knock ourselves out trying to get new customer referrals we often overlook opportunities to extend our sales through other outlets just begging for our lead.

Consider the following organizations as your extended sales team:

• Banks, for repossessed properties and new property owners
• Insurance agencies, who know properties & conditions needing work
• Hardware stores, to find more residential and small property owners
• Real estate offices, who need action-oriented contractors and can often pay premium rates
• Associations, to help entry into commercial properties
• Past and current clients, because if you've made these people happy why not let them sell?

But don't just drop off a business card or company brochure and hope people will remember you. Here are some ways you can begin building relationships to enhance your current sales efforts.

First, develop a list of organizations to call on. Start with the types listed above and obtain contact names and addresses. Treat the individuals at these organizations as you would any valued customer. Second, develop a personalized letter that introduces you and your business. Do not overwhelm the individual with all your accomplishments and long list of references. Simply state who you are, what services you provide, how you can help them, and your desire to be considered a reliable contractor to their organization.

Third, if possible personally deliver the personalized letter, five to 10 brochures, and 15-20 business cards. Securing a brief (15 minutes) meeting with this individual will enhance your effort. Look appropriate! Dress up when meeting an association manager; dress casual for meeting in a hardware store.