MEP (Mechanical, Electrical, and Plumbing) design firms are in a very peculiar
situation, as they perform numerous different functions that make construction and
building run. Even though their functions are very important for the process of
creating commercial buildings, hospitals, factories, schools, etc., the marketing
process does not go as smoothly as it can be expected. Generally, MEP design
companies tend to have difficulties with marketing. The better engineers they are,
the more complex it is to show potential customers that their service or product
is really good. Unlike B2C companies, MEP design firms work within the
environment of specialized B2B companies, which makes it even more complicated.
There are a lot of issues that cost MEP marketing directors their money and time.
They often have no idea how to find the best way of showing their engineering
knowledge to the audience. The question is how to demonstrate the competence of
a company and show its offers in the best way possible. In conclusion, it should be
stated that it is really important to keep in mind that there are a lot of marketing
challenges that companies should face.
The MEP Marketing Challenge: More Complicated Than It Might Seem
At first sight, promoting an MEP design company should be easy. Create a site,
highlight past projects, participate in trade fairs, and find clients.
In reality, things are very different.
Targeting the Right Audience
Most MEP consultancies can’t market their services to the public at large. They must
target a limited number of audience members, which typically includes:
● Architects
● Investors
● Hospital and building owners
● Construction supervisors
● Prime contractors
● Healthcare managers
To each target audience member, there are specific needs to think about.
For instance, a health administrator might care more about reliability. An investor
will be worried about the budget. An architect is usually interested in the
cooperative design process.
The main problem is that one message hardly works for everyone.
The Technical Communication Challenge
In the case of MEP companies, the staff usually consists of professionals who are
very influential in technical areas. They tend to teach not in their words, but in
technical terms such as load calculations, commissioning protocols, energy
modeling, redundancy considerations, or energy integration. The terms used are
widely accepted within the profession, but when it comes to communicating with
clients, there can be misunderstandings. Not all clients are aware of what the terms
mean and how they can influence their business.
There is always a problem of technical language in marketing materials because the
technical messages are directed to the clients who may not be able to comprehend
the language.
The client normally does not need to buy the engineering solutions. They need the
effective results of using the services like reduced operating costs, better
verification and compliance, improved level of comfort and safety.
Standing Out in a Specialized Market
Most MEP companies seem to provide similar products according to what they state.
Almost all people claim that their offer fulfills the following criteria:
● Innovative engineering solutions
● Sustainable design
● Good customer service
● Expertise
● High-quality delivery of a project
In this way, the market appears to be basic.
When the companies do not provide distinctive messages to grab the attention of
customers, the consumers are likely to look just for the price as they cannot find
any difference between various companies.
Unfortunately, competing for just the price can reduce margins.
Finding Value without Results
Unlike software companies and other producers of consumer goods, MEP companies
do not always manage to demonstrate sufficient results right away.
The true worth of an efficient HVAC system, reliable electrical communication, or
multi-functional plumbing can be learned only after a long period of time.
This creates a particular marketing issue: clients should trust your experience long
before they get to see the outcome.
Long Sales Process
MEP deals often require a lengthy process of making a decision and procuring the
product.
One customer could contact you today, but he will place a formal order only in six
months. The implementation of this project may happen afterwards, after another
year.
Reasons Why MEP Firms Must Have a Marketing Strategy
Though the hurdles that MEP firms face are daunting, they can easily be overcome.
The strongest MEP firm marketing plan understands that the marketing strategy
has to be in sync with the company’s skills, target clientele, geographical area, and
vision for growth.
One must realize that there is no one way to go about marketing an MEP firm, but
some steps are helpful.
Shifting from the Features to Benefits Approach
Shifting the company’s marketing strategy from saying, “We are offering the best in
HVAC optimization and energy modeling,” to the phrase, “Our system led to an
18% reduction in energy costs by predicting the reduction in energy consumption.”
Technical skill is still important, but in this respect it should come as an explanation
of how the engineering activity will impact the cost of operations, performance
and value of the company.
Generate Content based on Client Queries
A good number of MEP companies generate their content taking into account the
preferences of engineers.
A good coping mechanism is producing stuff that would be grasped by clients.
For example:
● How can hospitals bring down energy bills without jeopardising the health of
patients?
● What must developers be aware of in terms of building electrification?
● What should old facilities do to ensure reliability of the system?
● What are the costs of poor coordination of MEP activities on construction
sites?
The use of an educational approach creates the atmosphere of knowledge sharing and
thus makes companies more trustworthy in the eyes of clients.
Invest in Your Thought Leadership
You can earn trust in the technical business area by showcasing your knowledge.
Thought leadership may take different forms:
● articles in trade publications
● technical presentations
● webinars
● speaking at conferences
● making expert comments
● research reports
The idea is not to show how much your firm knows.
The idea is to help your prospective clients understand the complex problems they
are experiencing in their business.
Thought leadership works to establish your credibility before real business
opportunities arise.
Evaluate Success on More Than Just Volume of Leads
The mistake that many organizations make is to assess the performance of their
MEP marketing efforts based only on the number of leads generated.
This is not the best measure of success in the B2B world.
There are more meaningful measures, including:
• Traction among the target accounts
• Quality of requests for proposals
• Dialogues with referral sources
• Proposal acceptance rates
• Engagement levels from decision makers
This is because selling takes time; marketing results first reveal themselves through
visibility and relationship measures, rather than through revenue figures.
Conclusion
The marketing of MEP firms is very different from the marketing of any other
organizations. The target audience in this industry is very narrow, its services are highly
technical, its selling process is very long, and its perceived value is difficult to
explain.
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