Can the field forces of a general or subcontractor affect how much work the firm may get in a coming year? They certainly can. Those men and supervisors doing the on-site construction work can serve as a powerful force in generating new business. Or, they can be such a turn-off to the building client that he will not even consider the general or sub for repeat work. The general impression given by field forces strongly affects marketing efforts and the generation of new work. But the importance of what might be called field marketing is almost universally underrated. A continuing field marketing effort can ultimately pay big dividends if everyone from the laborer in the field to the president of the firm is sensitive to what is involved. Here's what must be done:

  1. Don't neglect good building signs.
  2. Educate your field forces.
  3. Alert you vice president of construction and project managers to the unique marketing opportunities available to them.
  4. Use visual graphics that sell.
  5. Educate your subcontractors too.
  6. Put it all together with regular meetings.