Construction Today - October/November 2011 - (Page 162)

Canada By Jean-François Major Marketing L ike gardening, marketing is about planning, shaping and wisely investing your available resources in order to create a sustainable and enjoyable environment. How can you proceed in growing a blossoming business? There are three ways to plant a garden: 1. Wait: The wind will blow seeds your way and eventually, something will grow on its own. It’s not very efficient – and you might end up with a fair amount of weeds – but hey, it’s free. 2. Ask around: Ask friends and family for extra perennials and saplings. That still leaves you with limited choices – and you might be forced to accept your mother-in-law’s goldenrods – but it requires little time and effort. 3. Pay for it: Buy exactly the flowers you want from a nursery or hire a landscaping contractor to plant your dream garden. If left unchecked, it could get expensive; but this approach gives you the most control over the final result. Business development offers similar strategies to grow your business: 1. Passive business development: Wait for the phone to ring and your inbox to fill up, then filter the incoming requests. Granted, it’s free – you need a phone and the Internet anyway, right? – but you’ll likely end up with many unprofitable prospects and few worthy opportunities. Think of a general contractor who’ll take on any job in a 100-mile radius of Kitchener, Ontario. He’ll soon end up with a poor mix of residential, commercial and industrial clients: people who found him in the phonebook, and will compare his proposal to a dozen others. That contractor will take any job he can just to stay busy, but he’ll likely lose precious time meeting far more window shoppers than actual clients. 2. Networking: Satisfied customers and good contacts can generate word of mouth and help build a sustainable source of new business. The downsides are that you have little control over the quality of referrals and your business grows increasingly dependent on your most prolific ambassadors. The Garden 162 CONSTRUCTION-TODAY.COM OCTOBER/NOVEMBER 2011 http://www.CONSTRUCTION-TODAY.COM

Table of Contents for the Digital Edition of Construction Today - October/November 2011

Construction Today - October/November 2011
Energy Efficiency
Green Building
Executive Perspective
Best Practices
Bernards Construction – El Capitan High School
Bogner Construction Co. – College of Wooster Scot Center
Jean McClung Middle School
Hellas Sports Construction
The Walsh Group – NOAA Pacific Regional Headquarters
Haskell Co. – Scripps Proton Therapy Center
Robert A. Bothman Inc. – Stockton Unified School District
JE Dunn – Energy Systems Integration Facility
Rosendin Electric – AVUHSD Solar Project
Ratcliff Construction Company – Crossroads Church
University of Texas Southwestern Medical Center
Flintco Pacific – Calaveras County Adult Detention Facility
Lee Lewis Construction – Angelo State University’s Plaza Verde Student Housing
Manhattan Construction – First Baptist Church of Dallas
Market & Johnson – Eau Claire County Courthouse project
McTech Corp – 97th Military Police Battalion Headquarters
Parkland Health & Hospital System
RBC Construction
Central Building and Preservation – Randolph Tower City Apartments
Scaparotti Construction Group
Trinity Properties – Trinity Place
Advanced Real Estate Services
Lawrence B. Wohl Inc./Wohl Diversified Services
TN Ward and Commercial Interiors – Maryland Live
ASX Construction – Parc Lafayette
Bayland Buildings Inc.
Dependable Mechanical Systems
New Dawn Developments
DSLD Homes
Aquilini Development and Construction Inc.
Cobalt Construction – Meta Housing
Lifestyle Communities
Pratt and Associates LLC
Miramonte Homes
MP J.J. Duffy Joint Venture/Pathway Senior Living LLC – Victory Centre Vernon Hills
Woodland Homes
Aecom/Inima Joint Venture – Hialeah, Fla., Water Treatment Plant
MWH Constructors – Austin Water Treatment Plant No. 4
Pepper-Lawson Construction – Missouri City Surface Water Treatment Plant
MWH Constructors – AWT Improvements
Blount Contracting Inc.
Harbor Offshore Services
Cruz Construction Inc.
Humble Construction
Nova-Con Projects Ltd.
Trimen Electric
EllisDon Corp. – Atlantic Region
EllisDon Corp. – St. Joseph's Regional Mental Health Care
Focus Equities
Intercom Services Immobiliers
George Brown College – New Waterfront Campus
Seaside Transportation Services
Last Look

Construction Today - October/November 2011