Marketing for Commercial Contractors

• The market is suitable: premises, franchises, galapos and offices, not new towers.
• The commercial customer does not buy price: he buys delivery certainty on the opening date.
• The decision cycle is of months and requires a sustained presence, not a campaign.
• The investor verifies the capacity, documentation and works delivered before inviting to quote.
• The first well-delivered work produces the following: the commercial customer repeats.
• It is measured by works invited to quote, deliveries on date and repeated works per client.

That client - the owner of the brand, the expansion manager, the investor, the manager of the mall - behaves in a way that the residential contractor does not know: it takes months to decide, it checks everything, it requires documentation, and when it is satisfied it returns to the next store. This piece is the manual of that market: who decides, how a long sales cycle is held, what the investor verifies, how the company's capacity is presented, and how a well-delivered work becomes the following five. It is based on the Venezuelan market Bible and open the commercial block. The deal is summarized: In commercial work the work is not sold, the delivery is sold.

Marketing guide for companies legally registered in Venezuela. None of the above constitutes technical, engineering, legal, tax or financial advice. The calculations, the project, the work permits, the standards of industrial safety and the compliance with urban, municipal and health regulations belong to the certified professionals of each company and to the competent authority. Prices are reported as range and time limits are reported as estimate. Astra Results Marketing verifies each client against the sanctions lists applicable before providing services.

The diagnosis. What's moving: the adequacy of commercial premises that change the concept or the owner. The expansion of franchises and chains that need repeated shops with the same standard. The conditioning of logistics and storage galleries for new tenants. The expansion and adequacy of clinics, laboratories and clinics. The subdivision and remodeling of offices; and the work of restaurants, which is a world of its own because of its requirements for facilities. Where: The Mercedes, Chacao and El Rosal in Caracas. The shopping centres of all large cities; the industrial areas of Valencia, Maracay, Barquisimeto and Maracaibo; and the commercial corridors of each city, according to the commercial reborn of Caracas. The term as a central variable: the place pays rent from before opening, so each day of delay costs measurable money and that makes the delivery certainty into the recruitment criterion. The technical requirement: (a) higher capacity electrical installations, commercial air conditioning, water systems, extraction, and compliance with regulations, which require coordination of specialists.

The decision map, which doesn't look like the residential. The owner of the brand or the entrepreneur: decide on the single and first premises of a concept; it cares about the cost and the opening. The expansion or operations manager: it decides on the chain and the franchise; it cares about the repeatable standard, the time-frame and the documentation. The investor or the owner of the property: decide on the installation of galapos and premises to rent. It cares about the cost per metro and the value that the work adds. The manager of the mall: does not contract but authorizes, and its opinion on a contractor opens or closes access to all premises, according to the trade cycle of franchises. The architect or the designer of the brand: defines the project and often the list of invited contractors, according to the network of architects. The consequence: the company is presented to several interlocutors with the same file and with different messages according to what it matters to each one.

The discipline this market requires. The fact: between the first conversation and the signature may be months away - the place is not yet rented, the permit is not, the annual budget is not approved, the mark is negotiating the point. The error: treat that silence as a no, stop following up, and show up when they already invited others. The right discipline: a sustained and useful presence - an occasional message with a work delivered, a market data, a new capacity - without pursuing, according to how a commercial work is sold. The registration: every opportunity noted with the stage at which it is, who decides, what is left for it to move forward and when to speak again. The correct measurement: is measured by works invited to quote and not by chats, because the volume does not apply in this market. Patience as a competitive advantage: most contractors disappear from the radar in three months, and the one that is still present with utility is the one that receives the invitation when the work finally starts.

The verification, which is harder than the residential one. Capacity: How many fronts the company can attend to at the same time, how many people it has, what works the size of it has delivered - because the commercial client fears the contractor to bite more than he can chew. Documentation: RIF, patent, solvents, insurance if required, and the ability to invoice in order and on time - entry condition, according to the registration as a condition. Industrial safety: personnel with implements, procedures and compliance with the applicable rules, especially in shopping centres and in works with active operation around. The works delivered: with the name of the customer when it is authorised, photos, scope, real time and reference contact. Coordination of specialties: who does the air conditioning, the electricity of greater capacity, the water system, the extraction because the customer wants a unique responsible, according to the presence passing the verification. The apparent financial soundness: the ability to hold the work between valuations, which the customer assesses even if he does not say so.

The document that opens the doors. What it contains: what does the company do and what does not. The types of commercial work it delivers. The operational capacity on simultaneous fronts, equipment size, own and coordinated specialties. The file of works with scope, real time and photos; the legal and billing data; the security procedures; and the approved reference contacts. What does not contain: generic term promises, renders of works that were not made, or lists of logos without explanation. The format: a reportable PDF that the expansion manager can pass to his committee, and a version of a page for the first conversation. The update: each work delivered is added to the file the month it ends, not when needed. The web as a backup: a commercial section on the site with the same works and the downloadable presentation, because the customer seeks the name before responding, according to the presence passing the verification. The case of study: for the most representative works, the format of method - situation, restriction, technical decision, result and time - according to cases of study.

What it really sells. The date of opening: the commercial customer does not buy finished square meters. He buys to open the day he said he was going to open, because he has rent running, hired personnel and paid opening campaign. The schedule as a central commitment: with stages, dependencies, critical material secured and slack declared, according to the honest time limits. The night and time work allowed: in shopping centres and in premises with operation around, the work occurs when the center is closed, and the company that organizes it well has a structural advantage. Coordination with the administration of the centre: internal work permits, hours, access to material, use of service elevators, removal of escombro ¬ master this is part of the product. The clean closure: the delivery with all proven, the facilities certified by the appropriate, and the premises ready to receive furniture. The list of zero earrings: the detail that separates the serious commercial contractor from the residential that went up from category.

The effect that defines the profitability of the segment. The fact: the franchise that opens a store well opens the following with the same contractor; the investor with several buildings repeats; the center administrator recommends to the other premises. What produces the repetition: the delivery on date, the complete documentation, the communication during the work, and the closure without pending. The repeatable standard: for chains and franchises, the ability to run the same store with the same result in another city - which requires procedures and not just good teachers. The account that is grown: the commercial customer who repeats is served as an account, with a fixed interlocutor and a periodic review, not as one work after another. The reference between marks: the expansion managers of different chains are known and asked by contractors. The measurement: repeated works per customer and value to 24 months on account, which is where this segment shows its weight.

Where this client is located. The professional network: architects, brand projectists, engineers, business center administrators and business real estate corridors - the main channel, according to the network of architects. Direct contact with expansion: identify the marks they are opening and talk to those who decide, with the presentation of capacity. The digital presence that verifies: the site with the business section, the Google Maps profile of the company, and a LinkedIn or equivalent where the manager can see that the company exists and works, according to the presence passing the verification. Instagram as backup: commercial works delivered with permission, which serve as visual proof even if they are not the catchment channel. The content: study cases and pages by type of commercial work, also useful for the response layer of IA, according to the response layer. What doesn't work here: the mass pattern and promotion; this client does not arrive by an ad.

The board, according to the standard of attribution: the works invited to quote, as an insignia metric of the commercial funnel. The rate of conversion from invitation to contract. The average decision gap, declared and long. The works delivered on the date of the opening committed, which is the product. Repeated works per customer and the value at 24 months on account. The outstanding at the close, which must be set to zero. The active opportunities by stage in the register, which is the actual forecast of the company; and the referred professionals with the name.

• Days 1-30: capacity and file. The presentation of capacity produced with simultaneous fronts, equipment, own and coordinated specialities. The record of commercial works with scope, real time, photos and authorized references. Legal documents, solvents and safety procedures ready to be shown; the two or three cases of study in method format.
• Days 31-60: network and registration. Meetings with architects, brand projectists, business center managers and business corridors. The identification of the brands they are opening in the cities of the company. The registration of opportunities by stage with decision-making, what is missing and when to speak again; the commercial section of the site with the downloadable presentation.
• Days 61-90: follow-up and reading. The sustained and useful presence activated on the ongoing opportunities. Coordination with formalized specialists to offer sole responsibility; the written closure protocol; and the first readings - works invited to quote, conversion, decision gap, opportunities by stage.

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 designs the marketing of the long cycle: the presentation of the capacity and the file that pass the investor's verification, the cases of study in method format, the recording of opportunities by stage that replaces the volume funnel, the sustained presence that keeps the company on radar for months, and the commercial account cultivated for the first work to produce the following five. Each project begins with the verification of compliance and an audit of file, network and opportunities through the business consulting. The agency's path can be verified in its Google profile and Yelp.

The adequacy: premises that change the concept or the owner, franchises and chains that need repeated shops with the same standard, logistics galleries equipped for new tenants, clinics and laboratories that expand, offices that are subdivided and restaurants, which are a world of their own for their facilities. Short-term works, high technical requirement and a customer who decides for delivery certainty, not for price.

It depends on the type: the owner of the brand or the entrepreneur in the single place, the expansion manager or operations in the chain, the investor or owner in the conditioning to rent, and the architect or projector of the brand that often defines the list of guests to quote. The manager of the mall does not contract but authorizes, and his opinion opens or closes access to all premises.

Because the place is not yet rented, the permit is not, the annual budget was not approved or the mark is negotiating the point. The mistake is to treat that silence as a no and to appear when they have already invited others. The correct discipline is a sustained and useful presence - a work delivered, a data, a new capacity - without pursuing, with every opportunity recorded by stage, decision-making and when to speak again.

The capacity of how many simultaneous fronts, how many people, what works of this size have delivered, the legal and billing documentation, the industrial safety with personnel and implements, the works delivered with contactable references, the coordination of specialties under a unique responsible. And the solidity to sustain the work between valuations. He fears the contractor to bite more than he can chew.

The delivery. The customer does not buy finished square meters: he buys to open the day he said he was going to open, because he has rent running, hired staff and paid opening campaign. This converts the schedule with secured critical material, the work on time allowed, the coordination with the management of the center and the unwavering closure in the product itself.

By delivering on date, with complete documentation, communication during the work and closure without slopes, because the franchise that opens a shop well opens the following with the same contractor, the investor with several buildings repeats and the administrator recommends to the other premises. It also requires a repeatable standard for chains, which requires procedures and not just good teachers. The customer who repeats is served as an account, with a fixed interlocutor.

YOU READY TO SELL THE DELIVERY AND NOT THE PLAY? Astra Results Marketing designs the marketing of the Venezuelan commercial contractor: capacity presentation, study cases, registration of opportunities by stage and the account it repeats. 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