According to consultant Chad Prinkey, successful construction industry salespeople need to develop a core set of competencies to win more projects and avoid relying on being the low bidder.

"I love hockey. I watch a ton of it, I coach my kids and I’ve been playing the game since I was 10 years old. You could say I know just about everything there is to know about hockey. And yet, as a player, I’m not that good at it. I play in an old men’s league about once a week and never practice anymore. Whatever competencies I once had with hockey are fading, as being a dad, husband, and business owner have taken priority over honing my shooting, skating, passing, and stick handling skills."

Prinkey uses this personal analogy to highlight the distinction between knowledge and competencies. "Just because I know it doesn’t mean I’m any good at it."

Competencies—skills and knowledge combined—are essential for sales success in construction, and here are some key competencies for salespeople to develop:

Creating Comfort‍

"Can you read the room and create a positive vibe so that people enjoy your presence?"This requires situational and self-awareness, allowing salespeople to adapt their behavior to create the right dynamic with clients.

Questioning, Listening, and Challenging‍

"Can you get to the truth efficiently without offending people?"Understanding the right questions to ask and listening closely to clients’ responses helps salespeople gather the information needed to create a value proposition.

Business Acumen‍

"Can you utilize the information you gather to develop a sales strategy for a project?"Salespeople should be able to apply their knowledge of project funding, contractor selection, and the building process to create a compelling strategy.

Presenting with Impact‍

"Can you inspire your audience with a compelling message about your company?"Salespeople need to communicate with conviction to captivate their audience, even if they aren't naturally charismatic.

Securing Commitments‍

"Can you get commitments that stick from your clients throughout the sales process, including the ultimate commitment … the sale?"Successful sales require knowing when and how to secure commitments, including when to close for the project award.

Practice‍

"Sell as a team and lean into your strengths, but whatever position you’re playing in your sales process, commit to honing your skills."Just like top athletes practice to stay at the top of their game, salespeople must practice their skills to excel.

Prinkey concludes, "If your sales process is just 'bid low and pray,' you’re leaving a lot of money on the table." For those looking to improve, he advises, "At least you’re making progress. But seriously, go practice."

Originally reported by Chad Prinkey in Construction Dive.