Force Civil & Haulage

Defining the Customer Worth Chasing

Force Civil had grown the way most civil contractors do, on repeat work and word of mouth, with nobody responsible for selling. There was no business development function and almost no sales material, so when the pipeline needed attention there was nothing to work with.

Results

A clear target and the material to approach it

Councils emerged as the segment returning margin, flood repair and mitigation as the project type worth chasing, and the sales material now exists to go after both: corporate profile, capability statement and ideal client profile.

1 Segment

Clients identified as the buyer the business earned from

Assets

Corporate profile, capability statement, ideal client profile and supporting sales material

Sales Active

Business development running again after months without it

Solution

Working out which customers were worth having

We went through the customer base by profitability rather than volume. Councils came out ahead, and within council work the margin sat in flood repairs, drainage and the roadworks that go with them.

Process

Starting with the numbers, not the pitch

The work started with the accounts rather than the messaging: which jobs made money, and which quietly did not. Sorting the customer base that way narrowed the target to councils, then narrowed it again to flood restoration and mitigation, where councils fund, repeat and tender the work on capability.

Everything after that pointed one direction. We wrote the ideal client profile, corporate profile, values, mission and vision for a council audience and for flood works, so a business development conversation starts from a position rather than a general capability pitch. The capability statement gives the team something to send the day after a first meeting.

Media & Websites

The material a sales conversation needs

A corporate profile, capability statement and ideal client profile, all written for council procurement and for flood repair, drainage and roadworks packages.

We pointed the values, mission and vision at the same target, so the business reads consistently from a first email through to a tender submission.

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