No business will thrive without a thorough understanding of their clients, including construction companies. Developing your knowledge of what your customers want, their pain points and how you can solve their problem will ensure that you can tailor your offering to meet their needs, giving you a higher chance of winning projects.
However, it’s not just a case of knowing a client’s name, age, or income – you must also know what their hobbies are, what they are interested in, what content they consume and how they go about their daily lives. This data can prove invaluable in knowing how and where to advertise your services, how to stand out from the crowd and how to exceed expectations at every turn. This will in turn build trust and loyalty, and increase the chances of your clients recommending you to others.
That’s not to say you must study every possible client at a granular level. Instead, look to build customer personas that represent your ideal customer as a whole. This will guide your decision-making process and allow you to make strategic decisions that will lead to business growth and happy clients!
Start by looking at your current and past clients and ask the following questions:
- What are their personal demographics? Are they married? What’s the annual household income? Where do they live? How old are they? What life stage are they at?
- What’s their educational background?
- What’s their career path? What industry do they work in? Are they still working or are they retired? Where in their career are they?
- How do they spend their time?
- What do they read/listen to/watch?
- Where and how do they purchase goods or services?
- What are their pain points in life?
- What problem are they solving by building or renovating their home?
If your current customers aren’t the type of people you’d like to work with moving forward, use the same questions to build a customer persona that you’d like to target.
However, the work doesn’t end there. Your clients’ behaviour will shift and change over time – recognising this will allow you to adjust and adapt ahead of the crowd, providing solutions to their problems and nurturing a working relationship. The last 18 months are a perfect example of shifting priorities – with more of us spending time at home, have the needs and wants of your clients changed? Have their lifestyles or interests changed? Taking the time to understand these evolving dynamics will ensure your services remain relevant in the coming years.
The more you know about your clients, the better you’ll understand them, allowing you to offer a more personalised service that satisfies all their needs and wants. In a saturated market such as construction, identifying your key or ideal customers and tailoring your messaging, targeting your advertising and adapting your service will only serve to benefit you in the long run.
Not sure where to start when it comes to understanding your clients? Get in touch with the Spectrum Coach team to see how we can help.