Selling solutions is completely focused on the client.
Top general and subcontractors in the United States employ a variety of marketing strategies to maintain their competitive edge and grow market share. These strategies typically focus on establishing strong brand recognition, building relationships with architects, engineers, and decision-makers, and leveraging both traditional and digital marketing channels. The key differences between contractors who are reactive and struggle to grow vs. those who have achieved outstanding brand recognition and growth are not always easy to spot.
Here are some of the top ways manufacturers and contractors utilize creative strategies to sell solutions instead of services:
1. Customer Relationship Management (CRM) and Direct Sales Strategy
Utilizing a CRM is the baseline requirement to help companies track leads, manage customer interactions, and run targeted marketing campaigns. This data-driven approach allows for personalized communication, optimizing the sales funnel. It’s no surprise that above social media is CRM on the list of importance for sales, due to the central nature of all the data used to make informed decisions.
No other software on the market is like Bidtracer – which is a CRM made for the construction industry. The program was built for contractors by engineers, giving users the ability to centralize every aspect of project delivery. Bidtracer includes the ability to estimate projects and create takeoffs from any mobile device; pulling all site, project, supplier, and client data from the CRM module and populating complete submittals in one click. Bidtracer helps contractors move from listing repairs manually via clunky, dated programs to uploading projects documents that can be read in seconds by an AI assistant, with the ability to propose various scenario options and budget considerations in minutes.
2. Strategic Partnerships and Alliances
Many of the top control manufacturers form partnerships with OEMs (original equipment manufacturers) to integrate their control systems into broader automation solutions. This expands their reach and positions their products as part of a larger, integrated system.
Collaborating with distributors, system integrators, and value-added resellers (VARs) helps manufacturers expand their market presence. This is particularly important for global companies that rely on local partners to handle regional marketing, distribution, and installation.
In February 2025, Bidtracer will be exhibiting at the AHR Conference in Orlando – The Event for HVACR – alongside hundreds of other committed contractors with unique solutions, a variety of brand stories, and global product origins. What makes each of these brands stand out in the crowd is their ability to illustrate the value of their solutions (not services) in a way that solves a relatable problem.
At a show like AHR, a manufacturer of sensors that detect harmful pollutants in the air will obtain more visits and message connection with visitors by replacing this:
The nation’s top manufacturer of CO2 sensors
to this:
Saving lives daily through air quality detection
Create a solution story and tell it in your marketing materials to help clients understand the impact of working with you. Leading manufacturers like Honeywell and Schneider Electric leverage extensive distribution networks that help tell their brand stories, which include both online and offline channels. They partner with local distributors to ensure their products are easily visible and accessible to engineers and businesses no matter how remote they may be.
3. Social Media and Online Presence
Here you are, online learning about brands and their impact. What occurred to get you here was a targeted approach to reaching key decision makers with information that helps make better and faster decisions while gaining an advantage over competitors.
LinkedIn and Twitter are crucial for B2B marketing in the controls sector. As of 2023, LinkedIn had 53 million company pages, with the top five user sectors being Technology, Finance, Healthcare, Manufacturing, and Economics. Technology and manufacturing go hand in hand, and sharable social media content should be rich in educational value and position thought leadership. They also serve as a channel for direct communication with clients and partners which should be weekly or more.
4. Knowledge and Growth Resources
Providing access to a wealth of technical resources – such as takeoffs, project documents, MSDS sheets, warranty information, and rebate certificates helps customers get the most out of their products. This type of support builds brand loyalty and positions manufacturers as trusted partners. Some of the largest controls manufacturers in the world use Bidtracer to share important documents and collaborate on projects with regional and global teams.
Offering hands-on training, either online or through certified training centers, is a common strategy to ensure customers can effectively implement and use control systems. These programs can be tailored to different levels of expertise, from novice to expert. A star in the client service space is Johnson Controls, a Bidtracer user and global leader in building technology. Some of the key training programs provided by Johnson Controls are outlined below:
Johnson Controls University (JCU)
Johnson Controls University is an online learning platform that provides a wide range of training courses for customers, partners, and employees. The university offers both self-paced and instructor-led training on various products, solutions, and technologies offered by Johnson Controls. Some of the key areas of focus include:
- Building Automation Systems: Training on their building management systems (BMS), including systems like Metasys and Facility Explorer. These courses cover topics such as system installation, configuration, maintenance, and troubleshooting.
- HVAC Controls: Courses focused on HVACR systems, including control strategies, optimization, and troubleshooting.
- Energy Management: Training on energy-efficient solutions, energy audits, building performance optimization, and how to implement sustainable energy management practices.
- Fire and Security Systems: Education on the installation, maintenance, and troubleshooting of fire detection and security solutions offered by Johnson Controls.
- Equipment and Tools: Offering training on how to use tools and software designed for Johnson Controls products, such as the Metasys System for automation and monitoring.
Johnson Controls also offers certification programs that validate knowledge and expertise in specific systems or technologies. These certifications are often aimed at ensuring that employees, contractors, and service providers are fully capable of working with Johnson Controls systems to ensure compliance, reliability, and safety.
- Metasys Certification: Certification programs for those working with the Metasys Building Automation System. This includes training for installation, configuration, and troubleshooting.
- HVAC System Certification: For professionals looking to specialize in HVAC controls and automation, Johnson Controls offers certification programs focused on their HVAC products and controls systems.
Webinars and virtual training sessions are frequently offered by Johnson Controls to provide real-time education on their products, trends in energy management, and best practices in building automation. These online sessions often involve live demonstrations, Q&A with product experts, and industry insights.
- Product Demos: These webinars offer detailed, live demonstrations of new or updated Johnson Controls products, allowing participants to ask questions in real-time.
- Industry Insights: Topics include energy efficiency strategies, the future of building automation, or the role of IoT in facility management.
Johnson Controls also provides training for its authorized service providers, contractors, and value-added resellers (VARs). This training typically focuses on ensuring that external partners can competently support and maintain Johnson Controls products, including:
- Service and Support Programs: These sessions train external service providers to offer maintenance, repair, and support services for Johnson Controls systems.
- Partner Certification: Johnson Controls offers certification for partners that demonstrate proficiency in selling, installing, and maintaining their products.
- Product Knowledge Training: Extensive product knowledge courses that cover installation, configuration, and maintenance.
Johnson Controls, Carrier, and more rely on Bidtracer to manage thousands of communication points occurring within the universe of each client, while integrating the practical tools needed to engineer, estimate, and propose projects of all kinds.
By combining product innovation and strong customer service, they are able to maintain a competitive edge in the controls sector. Additionally, forming strategic partnerships, participating in industry events and utilizing a powerful CRM like Bidtracer will help increase visibility and drive sales. Schedule a demo
