FMI Backlog Builder® Process

Traditionally, companies in the construction industry have had sales and/or marketing departments that focused on bringing new work in the door. The current trend in the industry is to organize these functions under business development. Business development takes a broader point of view to develop more profitable customer relationships and markets that will help achieve your business strategy. FMI's Backlog Builder® process is comprised of six key elements that address the "get work" needs of your company to build an effective business development strategy.

1. Business Development Assessment
2. Market Research & Analysis
3. Target Marketing
4. Differentiation Strategies
5. Competitive Positioning
6. Marketing Communications

Business Development Assessment
The FMI Backlog Builder® process starts with a Business Development Assessment. It's an internal view of business development that encompasses feedback from:

• Management
• Business development staff
• Operations

The intent is to define current successes that need to be leveraged into the future and to discover any "red flags" that need short-term attention.

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Market Research & Analysis
FMI's Research Group provides a full array of market research capabilities that will be invaluable for determining your strategic approach to the market including:

• Customer satisfaction and image surveys
• Target market research
• Competitive climate analysis

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Target Marketing
Don't wait around for customers to come to you.

• Discover your competitive advantage and leverage your position in the marketplace by identifying the right customers to pursue.
• Determine your most effective target market so that your business development staff will make the best use of your resources.
• Increase your hit rate for proposals and land the most profitable work.

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Differentiation Strategies

• Focus your team to sell on value, not on price.
• Construct a vision that differentiates your company from the competition.
• Create a differentiation strategy that provides only those elements of service that the customer is willing to pay for and makes you more competitive.

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Competitive Positioning
No contractor operates independently in the market — from a customer's perspective. FMI's Research Group provides resources that lets you:

• Know the market positions of your key competitors.
• Define your strategic response to the competition.

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Marketing Communications
The real muscle in the FMI Backlog Builder® process is the implementation of a market-driven plan. Implementation requires both internal and external communications to:

• Help align your business development and marketing resources.
• Establish a strong brand name in the marketplace.