Case Studies for Commercial Construction

• The commercial client assesses how the contractor solves problems, not how the photos were left.
• The framework is four parts: situation, restriction, technical decision and verifiable outcome.
• Restriction is the most important part: without problem there is no case.
• The figures are used only with permission, and the deadline almost always is the best figure.
• An honest case may include what went wrong and how it was resolved: that convinces more.
• The case is the most effective follow-up piece of the long cycle.

This piece is the manual of that document: the four-part frame that structure it, how the works worth counting are chosen, how the figures are handled and the customer's permission, why the restriction is the most important part, and how the case is used as a follow-up piece during the long cycle. It is based on the commercial contractor's manual and the commercial sales cycle. The deal is summarized: The case does not show the work, it shows the criterion.

Marketing guide for companies legally registered in Venezuela. None of the above constitutes technical, engineering or legal advice. The technical decisions described in a study case belong to the certified professionals who made them and are not general recommendations. Any publication requires permission from the client and does not disclose confidential information, contractual figures or data that the client does not authorize. Astra Results Marketing verifies each client against the sanctions lists applicable before providing services.

The diagnosis. Which shows a photo portfolio: that the company did works and that they were presentable - which also shows the portfolio of all the competitors. Which shows a case: how the company thought when something got complicated, which is the only information that predicts future behavior. The real question of the commercial customer: not know how to build? But what are they going to do when this is complicated? Use during the long cycle: the case is what is sent as a useful follow-up instead of asking if they have already decided, according to useful follow-up. The use in verification: the manager who makes the short list sends the case back to his committee, and a document that is explained has only advantage over a photo folder. The consequence: the company needs three or four well-written cases more than 50 photos.

The structure that works. One, the situation: What work was the type of place, meters, general location, type of client, and what was requested, in two or three phrases without ornaments. Two, the restriction: what made this work difficult - the date of unremovable opening, the shopping center that only allowed for night work, the material imported with time, the structure that did not match the plan, the operation of the neighbor that could not be interrupted, the pending permit. This is the part that gives value to the case. Three, the decision: what the company did to this restriction, with the technical or organizational criterion that held it, and who took it - the engineer, the architect in coordination, the work team -. Four, the result: what was achieved, verifiable - the date of the opening fulfilled, the place delivered without earrings, the operation of the neighbor without interruption, the work performed on the agreed nights. The extension: a page; the long case is not read. The closure: what the company learned and what it incorporated into its way of working, which is what makes a case a capacity.

What is most neglected. Frequent error: to write the case as if everything had been easy - the place's adequacy was executed within the time-frame set - which says nothing and is not remembered. Why the restriction matters: the customer buys certainty against the unforeseen, and the only proof that the company gives it is a real restriction exceeded. The typical restrictions of the Venezuelan market: the date of opening with rent running. The material imported with uncertain time. The night hours imposed by the shopping centre. The electrical installation of the building insufficient for the charge of the new concept. The structure or installation hidden other than the intended. The permission or authorization of the administration in process; the operation of the nearby premises; the cutting of water or electricity of the building, according to the honest time limits. How it is written: concrete and undramatised - the fact and its practical consequence, not the heroic account. Honesty: if the restriction was partially resolved or at a cost, it is said; the case that only has perfect victories is read as advertising.

The selection. The criteria: that there is a real and overcome restriction. That the result is verifiable; that the customer authorizes; and that the type of work resembles what the company wants to sell more. Three or four cases, not twenty: one by type of representative work - adequacy of commercial premises, chain shop, galpon or industrial space, clinic or office - according to the types required by the market, the commercial contractor's manual. The recent work in front of the impressive: a medium work of last year convinces more than a large work of six years ago, because it shows current capacity. The work that went wrong and resolved: the most persuasive case if the client authorizes to count it, because no one else does. What you don't count: works that were not completed, works of another contractor, or works where the company was a minor subcontractor presented as responsible. The update: a new case when closing every work that had an interesting restriction.

The limits of the document. Permission: in writing, of the customer, specifying what can be published - name of the brand or not, photos, figures, exact or general location. The unnamed mark: many commercial customers do not authorize their name; the case works the same with a chain of restaurants with five premises in Caracas. The figures: only the authorized ones; and often the most powerful is not the amount but the deadline met —- delivered in 11 weeks, the committed date) or the approved operating result. What is never published: contract amounts without permission, customer operation information, plans, or details that a customer competitor could take advantage of. The verification: the authorised reference contact, offered separately and not published in the document. The customer review: sending you the case before you publish it is what prevents the problem and often improves the text because the client adds its side.

The distribution. As a follow up piece: the case of the type of work that the package leaflet is to be done, sent at the time of its stage, useful follow-up. In capacity presentation: as an annex, with the work file. On the company's site: one page per case, which is what the manager finds when looking for the name and what the IA response layer can quote when someone asks for contractors with experience in a type of work, according to the response layer. In the conversation with the architect: the case shows that the company respects the project and documents, according to the network of architects. In Instagram: the short version of the case - the restriction and the decision on a carousel or video - that works better than the final photo alone, according to the process shown. With the allies: delivered to runners and administrators, to be sent back when someone asks for a contractor.

The document's record. The tone: professional and sober, in third person or in the voice of the company, without sales adjectives - successful, impeccable, high-level - they undermine credibility. The concrete verbs: The schedule was reorganized, the material was secured before starting, it was coordinated with the administration, it was executed at night. Technical attribution: The decisions are attributed to the person who made them professionally. The missing comparison: it is not mentioned to competitors nor is it insinuated that others would have failed. The length: a page, with the restriction and the decision taking half. The review: It is read by someone who was not in the play and says if he understands the problem and the solution; if not, the case is miswritten. The format: Reportable PDF and website with the same content.

The board, according to the standard of attribution: cases published by type of work, against the types the company wants to sell. Follow-up —how many opportunities were given to a case and at what stage. The rate of invitation to quote of the opportunities that received a case against which they did not. The performance of the case pages in search and as a source cited. The reshipments by allies, when it can be known; the permits obtained as a governance metric; and new cases per quarter, which measures if the system is alive.

• Days 1-30: selection and permissions. The work of the last two revised years to identify real and exceeded restrictions. Three or four selected by representative type; the written permits requested with the detailed scope of what can be published; the four-part framework adopted as a template.
• Days 31-60: writing. The cases written with the restriction and the decision taking up half of the document. The figures limited to those authorized, with the time-limit fulfilled as the main figure. The review with the client before publishing; the proof of understanding with someone other than the work; the PDF and the website produced.
• Days 61-90: use and reading. The cases incorporated in the presentation of capacity and follow-up by stage. The short version published in Instagram. The cases handed over to corridors, administrators and allied architects. The commitment of a new case per established quarter; and the first readings - opportunities that received case, invitation to quote compared, performance of the pages.

Astra Results Marketing works with Venezuelan commercial contractors on a remote basis from their Miami office, 1101 Brickell Ave, Miami, FL 33131, in Spanish and with billing in dollars. It builds the study cases with the framework of four parts - situation, restriction, technical decision and verifiable result -, the selection by type of work that the company wants to sell, the management of permission and confidentiality, sober writing without sales adjectives, and distribution as a follow-up piece of the long cycle, in the presentation of capacity, on the site and with the allies. Each project begins with compliance verification and an audit of works and cases through our service of SEO with IA. The agency's path can be verified in its Google profile and Yelp.

Because the portfolio shows that the company did works that were presentable - just like that of all competitors - while the case shows how it thought when something got complicated, which is the only information that predicts future behavior. The real question of the commercial client is not how do you know how to build? But what are you going to do when this gets complicated?

Four parts: the situation of what work was and what was requested, in two or three sentences. The restriction of what made that work difficult. The decision of what the company did and with what technical criteria, and who took it. And the verifiable result - the date fulfilled, the place without slopes, the operation of the neighbor without interrupting. A page, with the restriction and the decision occupying half, and a closure with what the company incorporated into its way of working.

Because the customer buys certainty over the unforeseen, and the only proof that the company gives it is a real restriction overcome. The case written as if everything had been easy - was executed within the time frame - says nothing and is not remembered. And if the restriction was partially resolved or at a cost, it is said: the case that only has perfect victories is read as advertising.

Only those authorized in writing by the client. Often the most powerful figure is not the amount but the deadline given in eleven weeks, the committed date. Contract amounts are never published without permission, customer operation information, plans and details that a customer competitor could take advantage of. Many customers do not authorize their name, and the case works the same with a chain of restaurants with five premises in Caracas.

Three or four well-written, one by type of representative work - local adequacy, chain shop, gallon or industrial space, clinic or office - instead of fifty photos. And a medium work last year convinces more than a big one six years ago, because it shows current capacity. A new case is added every time a work is closed with an interesting restriction.

As a follow-up piece during the long cycle - the case of the type of work that the package leaflet is about to do, sent at the time of its stage, rather than asking if they have already decided - as an annex to the presentation of capacity. As a page on the site, which is what the manager finds when looking for the name. In the conversation with architects; in short version in Instagram; and delivered to runners and administrators to send it back.

ARE YOU READY FOR YOUR JUDGMENT TO BE THE ARGUMENT? Astra Results Marketing builds your company's study cases with the framework of situation, restriction, decision and result - the document that the expansion manager sends to your committee. Astra Results Marketing · 1101 Brickell Ave, Miami, FL 33131 · +1 (786) 321-2866 · [email protected] Find us on Google · Yelp ▸ CALL (786) 321-2866 · ▸ REQUEST YOUR CONSULTATION