How to Use CRM Software to Increase Construction Sales

The construction industry as a whole has often dragged its feet in regards to technology adoption. Even as new devices and software rolled out, the vast majority of companies continued to rely on tried-and-true solutions. From client communication to sales, the processes have largely remained the same.

It’s no mystery why construction companies have resisted overhauling their traditional way of life. If technology is slowly replacing face-to-face contact, how can it be used to facilitate projects that require solid relationships and effective communication?

Luckily, this faulty logic couldn’t be further from the truth. Technology doesn’t have to destroy the strong client relationships that took years to build. In fact, it can solidify those connections and open the door to even more business.

In this article, we’ll look at how the right CRM software can make a huge difference for construction companies.

What is construction CRM software?

A client relationship management (CRM) system does exactly what the name says. It offers a number of features that help you manage your client relationships and ultimately improve client satisfaction.

By integrating technology with your existing processes and best practices, you can support the success of your sales team. A CRM helps your sales reps hone their focus, so they’re not wasting a single second on unproductive or busy work.

CRM software keeps all of your client information in a single system. Whether you want to look up the spelling of a lead’s last name or the third estimate of a multi-million dollar project, a CRM organizes these details so you can find exactly what you need.

In many cases, your CRM can also connect to your other systems (such as your accounting software), which creates a seamless view of each client’s history. For example, if you have an estimate in progress, you can view it in your CRM or in your accounting software and rest assured that it’s up to date.

Empower your salespeople

Let’s say your salespeople are the best in the business. They have steel trap memories when it comes to their clients, and they go the extra mile for even the smallest of requests. Clients consistently go out of their way to praise their main point of contact.

Because your sales reps are already taking care of business, it may feel risky to complicate matter with new technology that everyone will have to adjust to. However, a good CRM shouldn’t impede a salesperson’s work. Instead, it should give them additional tools to make their job easier. For example:

  • Instead of new leads languishing in limbo, the CRM can automatically notify your team as soon as a lead enters the system.
  • If a salesperson is ill or out of town, their prospects don’t have to start from scratch with a new employee. Instead, a CRM system centralizes the most pertinent client information, allowing anyone using the system to get up to speed quickly.
  • Rather than manually preparing paperwork for clients, a CRM can send digital copies of standard documents while making it simple to adjust for last-minute changes.

These kinds of perks make your sales reps’ jobs easier by ensuring that every client feels valued at each step of the sales process.

Capitalize on problems

Your construction company is ultimately just a complex problem-solving operation. When your clients encounter challenges, you have the opportunity to literally create solutions for them.

A CRM makes it easier to track and pinpoint the challenges faced by each individual client. For example, are they struggling to remain ADA compliant? Are they interested in environmentally-friendly building methods? These are the details you need in order to provide your clients with solutions that work. 

Once construction is underway, new issues are likely to pop up. Your team already knows how messy building and renovation can be, but clients are often unprepared for the hiccups and snags. From unexpected weather to worker miscommunications, client frustration is as common as it is destructive. This is where a CRM comes in handy. The system makes it easy to track who has said what to each client, ensuring that the lines of communication remain clear.

Finally, a CRM makes it easier to know when to reach out to clients to see if they need your services again. You’re three times more likely to sell to an existing client than to a new one — but timing is a major component of your success. Push the wrong service at the wrong time, and it can alienate a client forever. Instead, use your CRM to track your conversations with clients about possible future projects, then schedule timely follow-ups.

From the beginning to the end of each project, this strong attention to detail will make clients more likely to choose your company again or to refer you to friends and family.

Streamline your paperwork

Is your team repeatedly inputting the same information again and again in different systems? How often do you have to put clients on hold when they call in order to locate their contracts or invoices? Are you constantly converting documents from one file format to another?

These issues are huge time-wasters that your clients notice. They don’t want to get three separate versions of the same contract or spend five minutes trying to open the document you sent them. They don’t want to try to read unformatted files on their smartphone or tablet. Frustrating paperwork is usually a sign that your technology is outdated or inefficient.

The right construction CRM software makes it simple to manage contracts, estimates, and invoices. Your clients will appreciate the convenience of receiving these documents by email or viewing them in an online portal. Meanwhile, your team will appreciate seeing all of the documents for a specific client in one location. The easier it is to handle these administrative tasks, the sooner you can close the sale and get to work.

Final thoughts

Adopting new technology is always a bit of an adjustment, but it shouldn’t bring construction to a halt. The right CRM software will actually enhance your existing processes rather than hinder them. If you’re looking for a way to improve client relationships and increase your sales, it’s the perfect time for a technology upgrade.

Ready to get started with a construction CRM?

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