Why Account-Based Selling Works in Construction
Construction is a repeat-business industry. A subcontractor or supplier who builds a strong relationship with a major GC can generate years of work from a single account. Account-based selling — focusing your energy on a small number of high-value target accounts — is the most efficient way to build these relationships.
How to Select Your Target Accounts
The best target accounts for construction sales are GCs who: are active in your geographic market, work in your target project types, have a track record of paying subcontractors fairly, and have a project pipeline that matches your capacity. LSGRO's project intelligence helps you identify which GCs are most active in your market and what types of projects they're pursuing.
Mapping the Decision-Making Unit
A major GC has multiple decision-makers who influence subcontractor selection: the estimator (who decides who gets invited to bid), the project manager (who influences subcontractor selection based on past performance), the VP of operations (who sets subcontractor qualification standards), and the business development team (who manages GC-subcontractor relationships). Effective account-based selling requires building relationships with all of these stakeholders.
The Land and Expand Strategy
The goal of account-based selling in construction is to land a first project with a target GC and then expand the relationship across multiple projects and project types. The key to expansion is delivering exceptional performance on the first project and then proactively communicating your capabilities for other project types.