You're Not Losing on Price - You're Losing on Process

Bidding well matters, but it is only part of consistently winning work 

How does your construction business win work today? If you’re like the hundreds of typical contractors, you’re probably getting on bid lists, bidding work, following up (maybe!), and being awarded projects as the “lowest qualified bidder.” It works, right? Your ability to secure competitive pricing from vendors and subs, and your confidence in operations to efficiently run work absolutely matters. As a growing company, you’re never going to win work consistently if hiring your firm is cost prohibitive. 

I’ll shoot you straight, though. If your sales approach boils down to ‘be the lowest qualified bidder,’ you might as well add ‘fingers crossed’ as an official step in your sales process. It works… just like eating fast food every day technically ‘works’ for staying fed. 

The low bidder won’t always win the day, and if you’re only winning when you’re low, you are leaving a ton of business and profit on the table. Let’s run through what separates top construction sales teams from the norm. 

The power of process  

When an opportunity comes in the door, top teams have a documented and methodical approach to put themselves in the best position to win. They have a sales process designed to give them an advantage over their competition. Your sales process should be uniquely designed to meet the realities of your business, the market(s) you serve, and your competitive environment. As a rule, your sales process should: 

1. Quickly evaluate and separate the wheat from the chaff.  
   You probably don’t have unlimited sales and estimating resources to effectively chase every project...only the ones that fit your business and have a high potential of converting to a sale. 

2. Create interactive conversations with your buyers.  
   In most cases, humans are making buying decisions, and without talking to them you’re just another number. 

3. Provide you with essential information about the project, buyers, and competitors.  
   A little key information goes a long way to help your team to highlight key differentiators beyond price in your proposal. 

4. Put you in a position to close the deal. 
   You need an opportunity to present your unique approach to the project, your incredible team’s ability to deliver optimal results, and field questions from the customer to put their mind at ease. Without this opportunity, your bid is all the information available to your buyer to make a decision. 

Depending on your business, you may have multiple sales processes adjusted to fit various scopes and customer-types. Well-designed sales processes can double your win rates or even better. Don’s skip this step, it’s well worth the effort. 

Take note, having a sales process is different from following one, so your team must deeply understand it and buy into the process to glean the benefits. They’ll also need to be competent enough to execute the process.

Competencies and knowledge are not the same thing 

I love hockey. I watch a ton of it, 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 stickhandling skills.  

Just because I know it doesn’t mean I’m any good at it.  

That is the difference between knowledge and competencies. Competencies are a set of skills and knowledge that, combined, enable people to perform in a role. Following is a set of competencies and brief descriptions that top construction industry salespeople must hone if they’re going to win more target projects and win more often without being the low bid. 

Creating Comfort 

Can you read the room and create a positive vibe so that people enjoy your presence?  

Situational awareness, the ability to notice and translate verbal/non-verbal communication cues, is a must. As is self-awareness, the ability to accurately see yourself through the eyes of others and adapt your behavior to create the right dynamic.  

Questioning, Listening, and Challenging 

Can you get to the truth efficiently without offending people? 

You must know what questions will get you the information you need to devise a differentiating value proposition. Perhaps more importantly, you must know how to ask those questions without crossing the line and listen closely for what the client is really telling you with their answers. 

Business Acumen 

Can you utilize the information you gather to develop a sales strategy for the project? 

This is where years of experience and knowing your stuff pays off if you have the skills to communicate about what you know with ease. Understanding how projects are funded, contractors selected, and projects like these are built puts you in an excellent position to shine with Business Acumen, but you must put that knowledge to use in a sales context both in conversation and in your bid. 

Presenting with Impact 

Can you inspire your audience with a compelling message about your company? 

Charisma helps immensely as a skill but is significantly more challenging to train than most other skills. However, even mild-mannered people can present with impact if they’re polished speakers with conviction in their message.  

Securing Commitments 

Can you get commitments that stick from your clients throughout the sales process, including the ultimate commitment...the sale? 

Confidence meets courage with a sprinkling of artful communication to create the ability to close for commitments. You must know what you’re closing for at every stage in the process. For example, you’re probably not closing for the sale when you receive the bid invite. You’re closing for a meeting to discuss the project. But when the time comes, you’re closing for the project award. 

You Can’t Learn Skills by Reading a Book...or Article! 

I don’t know anyone who is an A+ across all these competencies. Sell as a team and lean into your strengths, but whatever position you’re playing in your sales process, commit to honing your skills. How?  

Practice. 

Saquon practices. Mahomes practices. Gretsky practiced. Skill doesn’t develop itself.  

Naturally good at some of these things? Congratulations! You have talent. Natural talents can be honed into elite skills with practice. You have a head start. 

Bottom line: If your sales process is just ‘bid low and pray,’ you’re leaving a lot of money on the table. And if your only skill development plan is reading articles like mine? Well… at least you’re making progress. But seriously, go practice. 

The Spark Notes: 

1. Bidding well is important, but if your entire sales strategy relies on being the lowest qualified bidder, you're leaving money on the table and hoping for the best.

2. Top construction sales teams use a well-designed, methodical process to qualify opportunities, engage buyers, and highlight key differentiators beyond price, significantly increasing their win rates.

3. Knowing industry insights isn’t enough—successful salespeople develop key competencies like creating comfort, asking the right questions, presenting with impact, and securing commitments.

4. You can’t master sales skills by just reading about them—like elite athletes, you need consistent practice to refine your abilities and truly win more work.