ABSTRACT
The construction industry is different from most other industries because it provides a bespoke service producing a product which the client has commissioned that, generally speaking, is different in every case, the main exception being the speculative housing market. The concept of ‘selling’ is therefore alien to many in the industry except to those in the speculative market. At first glance, the industry reacts to clients’ wishes by tendering for work and if successful, constructs the building or provides the infrastructure. However, whilst traditionally this was the case, the construction company had then to contend with getting their name on preferred lists so they could tender, and more recently make presentations to be selected for projects and serial contracts. This has made the industry more conscious of the need to market and sell their services.
