Las Mercedes: How Commercial Work Is Won

• The commercial work is closed at the end of a tour of months, not on a visit.
• The five stages - point, permit, project, budget, invitation - require something different in each.
• Being present in the early stages is where almost no one competes.
• The record by opportunity, stage and decision-making replaces the volume funnel.
• The useful follow-up keeps the relationship alive without persecution; the one who pursues is discarded.
• It is measured by invitations to quote and by active opportunities per stage.

Because the commercial work doesn't close on a visit. It is closed at the end of a month tour in which the premises are rented, the permit is processed, the project is drawn, the budget is approved and, only then, someone invites three contractors to contribute. The one who receives that invitation is not the one who called more times: it is the one who was present and useful at the right time of each stage. This piece is the manual of that tour. It is based on the commercial contractor's manual. The deal is summarized: the work is won in the stages where no one is competing.

Marketing guide for companies legally registered in Venezuela. None of the above constitutes technical, engineering, legal, tax, financial or real estate advice. The permits, the project, the calculations and the compliance with urban and municipal regulations belong to the certified professionals and the competent authority. The characterization of areas and market dynamics is commercial and general. 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.

Diagnosis of the area. What there is: recent office towers with ground floor premises. A high rotation of gastronomic concepts. National and international brand shops that use the area as a showcase. Reconverted old houses and galapons; and a density of decision makers - brand owners, investors, runners, architects - that do not exist elsewhere in the country. Why it matters to the contractor: Rotation is the source of work - each place that closes is an adequacy for the next - and density means that a well-done work is seen by many of those who decide the next ones. The phenomenon that defines it: the short cycle of the commercial concept and the long cycle of the decision of the work, living in the same block. Other areas with the same logic: Chacao and El Rosal in Caracas; the shopping centers and shopping corridors of Valencia, Maracaibo and Barquisimeto; and the reconverted industrial areas. The consequence: what serves Las Mercedes serves any commercial corridor in the country, with the scale adjusted.

The tour, with what each one requires. Stage one, point: someone is looking for a local or evaluating a building. Here those who know are the commercial corridors and the administrators, and the useful contractor is the one who can say how viable it is to adapt that premises and what would imply - an early technical opinion that is not charged and that is positioning. Stage two, permission and feasibility: It assesses what can be done, what is authorized by the management of the building or the centre, and what is required by the authority. The contractor who knows the processes in the area is consulted. Stage three, the project: the architect or projector of the brand; the useful contractor provides a constructive and cost criterion without invading the design, according to the network of architects. Stage four, the budget: the client estimates with approximate figures to decide whether the business is closed. The contractor that gives an honest and early range becomes the cost reference of the project. Stage five, the invitation to quote: two or three contractors formally quote on the final project, and here it is already competing for price and time. The lesson: who appears only in stage five competes in the worst stage.

The structural advantage. What most do: He's waiting for an invitation to quote and that's where he fights the price. What makes that: low margin, work won by discount, and no relationship. Which makes the difference: to provide value in stages one to four, where the customer still has questions and no one is responding to the feasibility of the premises, which implies the permission, the order of magnitude of the cost, how long it would take. Why it works: When stage five arrives, the contractor who accompanied the process already defined part of the criteria and is the one the client wants it to win. The risk to handle: provide free advice indefinitely; criteria and order of magnitude are provided, not detailed projects or budgets without commitment. The clear limit: the early range is given with the clarification that the formal budget requires defined project, according to the foreign exchange budget. The measurement of this: How many opportunities are being accompanied in early stages, which is the actual forecast of the year.

The system that replaces the volume funnel. What is recorded for every opportunity: What work is it, what stage it is, who decides and who influences, what is needed for it to move forward, when it is necessary to speak again, and what was provided last time. Why a record and not a funnel?: In this market there are few opportunities and each one is worth a lot. Volume does not apply and average conversion rates say nothing. The weekly review: go through the record and decide what action corresponds to each opportunity that week - a call, a fact, a deliberate silence. The prognosis: the sum of the opportunities per stage, with its honest probability, which is what allows to plan equipment and purchases. The Dead Opportunities: They are closed with recorded reason - the business has fallen, they have chosen another, it has been postponed, because the reason is the data that improves the process. The reactivation: the delayed opportunity is reviewed within three or six months, because in this market the projects return.

The discipline that distinguishes the present from the insistent. The difference: The insistent question - have you decided already? - the present one brings something - a similar work delivered, a time-frame of material, a solution that has resolved in another place, a new capacity of the company. The cadence: By stage, not by calendar - every three to four weeks in early stages, more frequent when the work is approaching. The channel: the decision-maker uses; often WhatsApp for the entrepreneur and mail for the expansion manager of a chain. The content of the monitoring: the case of study of a similar work is the most effective piece, according to cases of study. The deliberate silence: When the client said it's going to take a while, the date of return is respected and recorded; calling first is what makes them stop responding. The Discard Signal: the customer who does not respond three useful follow-up in a row probably chose another path, and it is appropriate to ask directly and close the opportunity.

Who knows before anyone. The commercial real estate corridors: You know what place you're renting before anyone else, and they refer to the contractor who solved a fit for a client of yours. Building and shopping centre managers: they authorize the works, they know all the tenants and they know who is going to move or remodeling. The architects and projectists of brands: define the list of listed guests. Providers in the area: the hardware store, the finish distributor and the commercial air conditioning one know who is buying material for a work. Other specialized offices: the commercial air conditioning installer, the most capable electrician, the kitchen extraction one - each with its own information and its own need for a reliable contractor, according to the inter-office network. Reciprocity: the contractor that refers to these allies receives information and refers, and bears the account with name.

What the trade corridor demands. Timing and noise: the nearby premises are operating and a restaurant with work next to it loses customers. The work is organized at agreed times and with noise and dust mitigation. The Escombro and the Facade: withdrawn on schedule, with the protected facade and the clean sidewalk, because the area takes care of itself and a dirty work generates complaints from all the neighbors. Management of the building: internal permits, access to material, service elevators, security deposit, dominated and managed without the customer having to intervene. Parking and loading: coordinated, because in Las Mercedes it is the main logistical problem. The relationship with the neighbours: warned, because the annoying neighbor complains to the administration and the administration stops the work. The cumulative effect: the company that operates clean on a block receives the works of that block.

The board, according to the standard of attribution: the active opportunities by stage, as a prognosis and an insignia metric. Opportunities accompanied from an early stage against those who arrived at the contribution stage. The rate of invitation to quote on accompanied opportunities. The rate of conversion from invitation to contract, separate according to which stage the company entered - which almost always shows that early entry wins more. The decision gap real by type of work. The reasons for loss annotated; the reference number of corridors, administrators and suppliers with a name; and the complaints of neighbours or administration, that must be zero.

• Days 1-30: the record. The registration of opportunities created with stage, decision-making, what is missing and when to resume, populated with all the open conversations of the last months. The five stages defined with what the company provides in each one; the limit of free written advice - criterion and order of magnitude yes, detailed projects and budgets no.
• Days 31-60: the allies. Meetings with commercial corridors, building and center managers, brand projectists and local suppliers. The case of study of the most representative work produced to use as a follow-up piece. The protocol of operation in the commercial area written - schedules, noise, escombro, facade, cargo, warning to neighbors.
• Days 61-90: follow-up and reading. The weekly review of the register installed as a routine, with a determined action by opportunity. The useful follow-up applied by stage with the case of study as content. The postponed opportunities to reactivate; and the first readings - opportunities by stage, accompanied from early, invitations to quote, conversion by entry 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 long cycle sale: the five stages of the opportunity with what the company provides in each one, the record for opportunity and decision that replaces the volume funnel, the clear limit of the free advice, the useful follow-up with the case study as part, the network of runners and administrators that knows before anyone, and the operating protocol that makes a whole block want to hire the company. Each project begins with the verification of compliance and an audit of opportunities, stages and network through the business consulting. The agency's path can be verified in its Google profile and Yelp.

Because before someone invites to quote, five things have to happen: you get the point, you evaluate the permit and the feasibility, you draw the project, you approve the budget, and only then you invite two or three contractors. That takes months. The one who receives the invitation is not the one who called more times but the one who was present and was useful at the right time of each stage.

In the early stages, where almost no one competes: the viability of the premises, which implies permission, the order of magnitude of cost and time. The contractor who answers these questions when no one is answering them already defined some of the criteria when the quote comes. Those who appear only at the quotation stage compete at the worst stage: by price and without relation.

Technical approach and order of cost and time magnitude are provided, with the clarification that the formal budget requires a defined project. No detailed projects or budgets are delivered without commitment, because that is professional work and because the client who gets it for free uses it to ask someone else for price. The limit is written and respected.

Because in this market there are few opportunities and each one is worth a lot, so the volume does not apply and the average rates say nothing. It is noted by opportunity: what work, what stage, who decides and who influences, what is missing to move forward, when to resume, and what was contributed last time. The sum per stage is the real forecast that allows planning equipment and purchases.

The insistent question - have you decided yet? - the present brings something - a similar work delivered, a time-frame of material, a solution from another place, a new capacity. The cadence goes by stage and not by calendar, and when the client said it's going to take a long time, the silence is respected and the date of return is recorded: calling before is what makes them stop responding.

The commercial real estate corridors, who know which place is being rented. The building and shopping center managers, who authorize the works and know all the tenants. The architects and brand projectists, who define the guest list; and the local suppliers, who see who is buying material. With all of them, reciprocity is given by name.

YOU READY TO WIN THE PLAY BEFORE THE QUOTE? Astra Results Marketing designs the long-cycle sale for commercial contractors: the five stages of opportunity, the registration by decision, the useful follow-up and the network you know before anyone. 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