Case Study #3

Increasing Sales Close Rates

Industry

Construction (Site Preparation, Excavation, and Underground Utility Services)

CHALLENGE

Inefficient marketing messaging hindered the ability to close high-value deals.

THE CHALLENGE

This 27-year-old construction firm is a trusted name in site preparation and excavation but struggled with closing sales despite their expertise and reputation.

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KEY ISSUES INCLUDED

  • Lack of Differentiation: Their services were seen as "just another construction company," making it difficult to stand out in a crowded market.
  • Weak Messaging: Existing marketing content lacked a compelling story that could attract and engage potential clients.
  • Weak Messaging: Existing marketing materials failed to highlight their unique value, particularly their commitment to safety, expertise, and comprehensive project management.
  • Client Confidence: Potential clients lacked a clear understanding of why they are the best choice for high-stakes, industrial site preparation projects.

The SOLUTION: ALCHEMYZE PROCESS

The marketing team partnered with the ALCHEMYZE team to overhaul its marketing messaging and differentiation strategy.

  • Discovery and Audit
    • Analyzed existing materials and client feedback to identify gaps.
    • Conducted an ALCHEMYZE workshop with the leadership team to uncover unique aspects of their process, including their rigorous safety protocols and decades of expertise.
    • Developed a new core message: “Making Tough Jobs Easier Through Expertise, Safety, and Precision.”
  • Differentiation Strategy
    • Emphasized their superior safety standards, including OSHA-certified employees and transparent reporting.
    • Highlighted their innovative scoping process, which ensures seamless project execution.
    • Positioned them as the go-to partner for general contractors on complex industrial projects.
  • Marketing Messaging Refresh
    • Revamped the website with clear, compelling messaging that showcased their experience, safety commitment, and client success stories.
    • Created targeted case studies and project portfolios to provide tangible proof of their expertise.
  • Sales Enablement
    • Developed a robust set of sales tools, including an elevator pitch and proposal templates, to ensure consistent communication of their value during negotiations.
    • Implemented a training program to align the sales team around the new messaging.

THE RESULTS

Within four months of implementing the ALCHEMYZE process, the company achieved the following results:

  • Higher Close Rates
    • Sales close rate increased by 29%, with significant improvement in high-value project bids.
  • Stronger Brand Identity
    • The new messaging resonated with both clients and employees, reinforcing their reputation as a leader in industrial construction.

CONCLUSION

The ALCHEMYZE process transformed this company’s approach to marketing and sales. By focusing on their unique strengths and crafting a compelling narrative, they became the obvious choice for contractors seeking reliable, experienced partners for their most challenging projects.

“The ALCHEMYZE process helped us align our messaging with our strengths. Our sales team is closing deals faster, and clients immediately recognize the value we bring to their projects.”