While many contractors believe they need to actively market their capabilities, few know how to go about successfully developing this important management function. If you're bringing in-house marketing services on-line or evaluating the results of existing departments, some do's and don'ts can help avoid some problems.

  • Hire someone who can sell.
  • Provide proper marketing and support materials.
  • Don't underestimate your costs.
  • Do you need a director of marketing?
  • Don't start on a commission basis with your key personnel
  • Do get a secretary.
  • Don't give your marketing person project control responsibilities.
  • Establish a realistic time frames for results.
  • Make sure your marketing person is establishing relationships, not just contacts.
  • Accept the concentric theory of geographic expansion.
  • Do some market research.