Word Of Mouth In Tenders – How Does Your Voice Sound?

MegaphoneWord of mouth and what your clients say about your last project is so vital in construction, yet so many do so little about it.

That’s despite it being the biggest influence on buying decisions according to Nielsen.

The transmitter is the problem. It’s like CB radio. When you press the button, you can speak, but you can’t hear what anyone else is saying.

And that’s what we are all guilty of. We shout, broadcast – we, we, we…me, me, me. Very little of you, you, you.

If you have ever heard the sound of your own recorded voice, you’ll know what I mean. Most people dislike how they sound.

How many case studies do you read, where it is the contractor talking from their perspective, with little input or quotes from the client? “We did this…”, “We did that…”.

Sack yourself. Switch instead to the best voice for broadcasting. Your clients’ voices. What they say makes a difference. You? Well, you’re biased.

Your clients? They sound much better. Not only to you, but crucially, your potential customers as part of your tenders. They’ve been there. They’ve tried you. They’ve loved what you do.

Bottle Their Stories…Correctly

And I mean the story. The essence of their experience. How did what you do impact them? In their life, in their business. And I’m not just talking about all that logical, boring stuff like saving money, increasing income, saving time etc.

How did what you do, actually make them feel? Happier? Applauded and praised by friends or colleagues for their wise choice of the absolutely wonderful things you did on that project? Less stressed because you anticipated and communicated well in advance of any issues?

Now that’s what people want to hear. They don’t give a flying whatsit really about boring stuff like money even when you saved them money or came in under budget. Whether we like it or not, we are emotional beings.

People are only attracted to money because of what it can do for them…emotionally.

If it was any other way, we would be like magpies. Entranced by pretty little pieces of paper, taking them home to feather our nest.

Money, does nothing for us. It is just brightly coloured paper. It’s what the money symbolises that we care about.

And that’s the essence of a client story – what it means on a human level. Because unsurprisingly, when your clients arrive on site or at their office, they don’t stop being human.

When you bottle that story, all you are asking your clients is “how did that feel?” or “what did it mean for you personally, or, professionally?”

Now write down what they said. And next time you tender, use a far more powerful story featuring what your clients said.

Or better still call in Construction Marketing Experts and our team of story tellers. We’ll interview your clients to capture the essence of their experience to make sure your tenders literally jump off the page and make an impact.


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