Case Study
Construction company
Supporting the growth of a construction company through structural realignment and sales optimization
A Quebec-based construction company specializing in residential and commercial projects. Led by two highly involved founders, the company was known for the quality of its work, but operated without a clear structure, which hampered its ability to grow.
Like many small, growing businesses, it faced typical challenges:
- The two founders often worked on the same projects, which created a duplication of tasks and a loss of efficiency.
- There was no team in place yet, which increased the daily workload and made it difficult to clearly distribute responsibilities.
- Prospect follow-up was done manually, without a centralized system to manage opportunities.
- Although the mission and values existed, they were too general and did not truly reflect the company's identity or its relationship with customers.
Despite a solid reputation in the field, the closure rate remained at only 15% and the two founders were constantly overwhelmed.
Our answer: Structure before selling
Over a period of six months, Novera supported the founders in a structured approach aimed at laying solid foundations before implementing a commercial strategy.
1. Clarification of roles and internal structure
The company operated without a defined structure, resulting in duplication of effort and a lack of clarity in responsibilities.
Here is what we have put in place:
- Defined the roles and responsibilities of each founder
- Establish a clear hierarchy, even without employees, to avoid redundancy.
- Created a structure to allow for effective delegation once the initial hiring has begun.
2. Strategic realignment
The company had a mission, values and a tone, but these elements were too generic to differentiate its positioning.
Here is what we have put in place:
- Refine these foundations so that they are aligned with their reality and their clients
- Aligning internal culture with the expected customer experience
- Define a customer persona that aligns with their vision and values.
- Aligning their video content strategy with their business positioning led to a successful marketing campaign thereafter.
3. Sales Tools and Operations
After clarifying the internal structure and strategic foundations, we structured sales using appropriate tools and processes.
Here is what we have put in place:
- Developed a customized sales plan, tailored to the construction sector
- Integrated CRM to manage leads, automate follow-ups, and free up time
- Simplified internal processes to focus on quality opportunities
- Offered concrete tools and coaching to improve sales performance
The results: A structured company in control of its growth
The transformation wasn't instantaneous, but it was profound and lasting. By clarifying roles, refocusing strategic foundations, and implementing a clear sales system, the company moved from a reactive mode to a structured organization, ready for growth.
Observed results:
- Closure rate increased from 15% to 45%
- Complete project log from April to October
- More than 50 qualified leads generated
- Over $1 million in bids submitted
In the construction sector, SMEs operating without a formal structure typically have a closure rate between 20% and 30%. Achieving 45% through a clear structure and a targeted approach represents a performance exceeding market standards.
Impact review: A strategy that transforms performance
In the space of six months, the company went from a reactive operation to a structured organization, in full control of its commercial development.
The increase in the closing rate to 45%, combined with more than 50 qualified leads and a submission volume exceeding $1 million, testifies to the scope of the work accomplished.
Based on the performance achieved, the company is estimated to have obtained a return on investment exceeding 2,900%. This progress demonstrates that a well-thought-out structure and a coherent sales strategy can generate concrete and sustainable growth, even in a very short time.