Business development with a competitive EDGE

At a glance

Project: Building a strategic business development plan for future growth
Client: EDGE
Sector(s): Multiple including commercial, residential, education, health, industrial property and construction
Service(s) delivered:
  • Business Development consultancy
  • Strategic planning and market research
  • Marketing audit, gap analysis and strategic recommendations for business growth
  • Upskilling the team to deliver growth through sales and marketing training and mentoring
Location: Nottingham, Sheffield, Birmingham and London offices
Construction contract value: Retainer
Contract duration: February 2019 - ongoing
Case Study - Edge

In brief...

Multi-disciplinary property and construction consultancy EDGE provides a variety of services to national and international clients. Experts in providing Project Management, Cost Management and Building Surveying to a range of sectors including, education, health, commercial, residential, aviation, automotive, retail, infrastructure  and warehousing and logistics, the EDGE team prides itself on successfully delivering high quality tailored services with a hands on approach from project inception to completion.

While experts at their day jobs, the EDGE team had mixed views of their own sales and marketing abilities. They wanted to give themselves a competitive EDGE by creating a considered approach to business development that the whole team could be part of, while staying true to their core values.

We supported them in achieving this by Nicola becoming a member of the senior team and embedding a new, professional, strategic approach to sales, marketing and business development through training, mentoring and hands on support.

Cube has brought a professional level alternative to embedding a business development skill set here at EDGE, that has already brought us valuable results. Nicola provides our team with a different perspective, a fresh focus on sales, marketing and wider account management which we didn’t have internally. We are now very much working together as a team in a strategic way to achieve our growth objectives.
Lee Simmonite, Director, EDGE

Scoping out sales

EDGE, a successful, well-established consultancy with a fantastic reputation, wanted to adopt a more planned approach to delivering business growth. After understanding the value of client relationship management they had seen from Nicola on previous projects, EDGE began working with us to go through an audit process of assessing and understanding their potential future client base in relation to their strengths and limitations as an organisation.

By mapping out sectors where they had specific expertise or solid case studies, we could identify new business opportunities where they had greater chance of success when bidding for work.

Creating connections

After defining key target sectors, reviewing marketing messages along with the mission and values of the business, we worked together to define EDGE’s point of difference and focused on the core offers that would resonate with both existing clients and prospective customers. This led to the creation of stories, narratives and connections that would define the basis of a business development strategy.

Building a business development plan

Through research, market insight and mapping out EDGE’s client portfolio across each sector, the team identified areas for growth but also potential risks.  A 12 month business development plan was created in line with the overall business plan and strategy and wider business objectives. This aimed at expanding accounts by geographic area, sector expertise and discipline, while reducing risk by spreading profitability across accounts.

Team training

By mapping clients, creating a focussed plan, delivering training, mentoring and practical examples, we encouraged the team to think in a less linear way. The EDGE team has built confidence in their own abilities and knowledge, learning to use insight and intelligence to highlight the relevance of work for other projects. They are now connecting dots and creating an awareness and association of the wider capabilities of the business as a whole, to the benefit of everyone.

Sales and marketing tactics

Using a mix of direct and indirect sales, marketing and client management input, networking and introductions we have upskilled the team across all sectors and levels to enhance and supplement their professional abilities.

By working with Cube, EDGE has:

  • Created stories and narrative about EDGE’s expertise to open doors to new project opportunities
  • Generated increased fee income on project work
  • Identified and introduced several new accounts based on EDGE’s education sector, Local Authority and London based experience
  • Attracted new clients within existing sectors by introducing a broader, strategic approach
  • Built confidence within the team to recognise new opportunities and to either go ahead and pursue them or ask for support to make them happen
  • Shifted attitudes from “I can’t” or “I’m not sure” to “I can” and “I will”
  • Implemented company-wide best practice in business development and building relationships
Working with a business that shares the same values, beliefs and a people-focussed professional approach as EDGE is a real privilege. Being able to help shape and implement their business development activity through research, sector knowledge or contacts is great. Sharing my business development experience to help them grow as a team and develop their professional skills and successfully generate new business is the most rewarding part of what we do.
Nicola Slater, Director, Cube Construction Consultants

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