Client Overview

A small construction and maintenance company, in business for over 10 years, faced stagnation at the low seven-figure revenue mark. Despite their long-standing presence in the industry, they struggled to break through and gain significant market share in a field dominated by a much larger competitor.

Their initial strategy to address this challenge included hiring a Director of Sales with an MBA, extensive industry experience, and a strong network. However, despite investing in flashy events, relationship-building, and countless hours of effort, the company’s revenue growth remained minimal. It was clear a different approach was needed.

Challenges

1. Siloed Operations: Sales and operations were disconnected, limiting pipeline visibility and collaboration.

2. Inspection Bottlenecks: The quality and volume of inspections were constrained by the availability of highly skilled engineers, whose repetitive tasks led to burnout and hiring challenges.

3. Data Deficiency: The company lacked tools to manage prospects, track leads, or forecast revenue. Excel spreadsheets were the sole method for managing the sales pipeline.

4. Compliance Failures: Drill logs, a regulatory requirement, were frequently mishandled, leading to issues and delays.

5. Customer Barriers: The maintenance service provided had no visible results, making it difficult for community managers to justify expenses to stakeholders.

6. Operational Struggles: Seasonal cash flow issues led to yearly layoffs and inefficiencies in resource management.

Solutions Implemented

1. Streamlining Field Operations with Technology

Drill Log App:

• Improved Compliance: The app ensured regulatory requirements for drill logs were consistently met, with real-time access for all team members.

• Accurate Budgeting: It tracked labor costs and project timelines without burdening the field team, enabling projects to stay on budget.

• Proprietary Data Growth: By logging drill depth and materials, the company built a valuable database on ground and soil composition. This proprietary information allowed for more accurate project bids, protected margins, and better risk management, a significant improvement over relying on engineers’ memories.

• Employee Buy-In: The app reduced paperwork and eliminated late hours for field staff, improving morale. By not framing it as a tracking tool, the team’s trust and the company culture were preserved.

2. Enhancing Inspections and Removing Bottlenecks

Inspection App:

• Increased Conversion Rate: Increased photo documentation in reports from a few images to dozens, providing robust evidence for clients leading to more wins.

• Improved Hiring: By simplifying and automating inspection processes, the app reduced reliance on highly skilled engineers and made it easier to hire and retain lower-wage employees for fieldwork.

• Better Data: Enabled more accurate bids and improved sales efforts by giving Sales Engineers better data.

• Client Lifetime Value Increased: Helped community managers justify expenses to stakeholders and made presenting proposals easier, increasing client satisfaction and trust.

• Barrier to Entry: The app created a competitive advantage, making it significantly harder for competitors to replicate the company’s efficiency and data-driven approach.

3. Optimizing Data Management with a Customized CRM

• Custom Tags and Buckets: Enabled granular targeting and messaging for prospects and clients, identifying new opportunities and re-engaging leads during slower months.

• Revenue Forecasting: Documented annual service schedules for recurring clients, allowing for accurate forecasting and proactive scheduling during slower periods.

• Granular Buyer’s Journey Understanding: Created custom fields in the CRM to gather detailed data on prospects and clients. This understanding allowed the company to:

  • Offer special incentives to high-revenue prospects whose bids were previously lost.

  • Stabilize cash flow by engaging these prospects during the off-season, initiating relationships that could grow into long-term partnerships.

  • Leverage data strategically to identify patterns, improve targeting, and drive consistent revenue growth.

• Stronger Relationships: Enhanced client interactions with a clear record of preferences, history, and service timelines.

4. Leveraging Branding, Messaging, and Proposals

• Website Redesign: Created a modern, user-friendly website emphasizing the company’s offers and unique differentiators.

• Engaging Videos: Produced video content to generate interest and engage prospects, effectively communicating the company’s value proposition.

• Proposal Customization: Transitioned from a single-option bid to multi-tiered proposals. This gave clients more control over their services and created an experienc of partnership rather than a transactional sale.

  • Higher Ticket Prices: Empowering clients with options led to significantly increased average ticket prices.

  • Differentiation: Moved away from “apples-to-apples” comparisons with competitors by highlighting unique value in maintenance services.

• Shifting Employee Mindsets: Trained employees to focus on value-driven bids rather than competing solely on price, breaking the cycle of underbidding to win perceived price wars.

5. Leveraging Power BI for Data-Driven Decisions

• Customized Dashboards: Focused on two key performance indicators (KPIs) per manager, providing actionable insights.

• Operational Transparency: Allowed leadership, many of whom had limited business experience, to better understand project costs, materials usage, and profitability.

• Strategic Adjustments: Identified areas for improvement in real time, driving efficiency and cost control.

Results

• Revenue Growth: Increased annual revenue from low seven figures to eight figures within two years.

• Higher Margins: Doubled EBITDA while improving overall profit margins.

• Service Value: Raised the average service ticket price from thousands to over tens of thousands.

• Operational Stability: Eliminated yearly layoffs by stabilizing cash flow with proactive scheduling strategies.

• Client Satisfaction: Provided detailed reports that improved client trust and satisfaction, leading to long-term contracts and increased loyalty.

• Market Position: Established a competitive edge through technology and operational excellence, making it difficult for competitors to replicate their success.

Conclusion

This transformation turned a stagnant small business into a thriving industry leader. By breaking down silos, leveraging technology, and focusing on data-driven decisions, the company achieved unprecedented growth and positioned itself for sustained success. The collaboration not only improved revenue and margins, but also empowered employees, delighted clients, and built a solid foundation for the future.