How “Talking Tech” Fortifies Your Sales Efforts

How construction companies can use new technologies to position themselves as a notch above the rest.

April 21, 2024

Better outcomes, in the ditch and in the pitch



It sounds dramatic, but the construction industry has, for millennia, laid the foundations upon which civilizations were built. Yet, despite its ancient roots, the sector remains a straggler in embracing innovation (trailing perhaps only behind the food industry). This juxtaposition of age-old practices with a hesitant approach to modernization presents a paradox: In an era where margins are razor-thin, and the stakes are sky-high, the reluctance to adopt new methodologies and technologies is not just a preference — it feels almost like a survival strategy: Stick with what works.

However, as witnessed in many sectors, the well-established, conservative players are seeing their customers shift to those integrating — and explaining the value of — new technologies. While some salespeople discuss new products as smoke and mirrors —  impressive talking points to suggest an innovative mindset — only few of these tools truly revolutionize the work and can represent measurable benefits.

If you’ve actually invested in such genuine, game-changing innovations (we’ll discuss one such example below), you’re in a strong position to survive and grow. But frankly, even merely presenting evidence that your company is a team that researches, tests, and adopts the newest tech creates a valid, clear differentiator in your marketing, sales, and performance efforts.


The Priority: Don’t Ditch What Works … Improve it.

Looking carefully at the 2020 FMI Industry Report, there is an interesting theme regarding technology in the construction industry: The goal is generally not to uproot or completely replace existing methodologies, but instead, to optimize and streamline existing processes and to reduce threats to the bottom line. Specifically, four out of seven top concerns cited by executives emphasize these issues: (1) Managing a safe worksite, (2) maximizing field productivity, (3) meeting compressed delivery schedules, and (4)  limiting the amount of rework. The common thread here is that none replaces faulty strategies or introduces approaches that might feel like a threat to workers worried that their jobs are in jeopardy of being replaced by technology. Precisely the opposite: their performance is being enhanced.



High-Tech Tools: Talk the talk or walk the walk?

So yes, construction companies benefit by explaining to a prospect that they believe in pursuing technological advantages to accomplish what they do today … even better. It’s a critical piece of today’s sales pitches, forming a type of Mission Statement or company philosophy: The right tech (not simply the newest!) means better chances of meeting deadlines, less risk of surprises, and a priority on staying within budget estimates.

The proof is demonstrated as the project moves along. And each type of technology can play a role: GPS, drones, software solutions for enhanced project management, digitization, safety sensors above ground, and more.

As such, just adding products like these — and talking them up in a sales pitch — will, without a doubt, drive business. Some tools can be prioritized to the front of the line as ways to document with metrics, moving the dial in a substantial way, preventing some of the most expensive scenarios you and your clients look to avoid.

Let’s talk about one of the more impressive and dramatic examples.


Case in Point: Avoiding Underground Infrastructure Damage

As discussed in a previous blog post (The Top 10 True Costs of Underground Utility Strikes), the damage to infrastructure accidentally struck during a dig comes with a long list of serious direct, indirect and societal expenses and impacts. It’s truly a multi-faceted disaster. 

Despite a long list of mandatory and optional checklist items used in the preparatory stage of a dig, the statistics aren’t improving. Most excavators combine a collection of partial/limited solutions like pre-project utility detection systems and mapping tools. Each has its pros and cons, and none should be disregarded. Whether gathering all possible available data (and hoping it is current/accurate/reliable) or deploying on-site surveying systems to map out the site, you owe it to your clients, your workers who trust you with their safety, the environment, and the local community to minimize problems.


At this point, most of those checklist items are just that – a list that’s expected to be followed with steps that are by now fairly standard and well understood (if not always or usually not followed).


But good results are your best sales tool. To improve your outcomes, you need to go the extra mile or, more accurately, the extra foot/meter.


At the forefront of excavation innovation, RodRadar’s proprietary Live Dig Radar® (LDR) technology is such a differentiator, transforming the safety landscape in utility-related digging operations. The LDR Excavate™ digging bucket integrates cutting-edge radar technology to deliver real-time, on-the-ground utility detection to enable utility strike avoidance during excavation. A final defense — even after you’ve done everything else right — this proactive tool is revolutionizing the excavation process by providing immediate feedback to operators, identifying the presence of underground utilities pinpointing their position and depth. The era of guesswork and the associated risks of outdated and unreliable utility data are now obsolete. In the face of unforeseen subsurface challenges, the LDR Excavate™ emerges as an essential asset, offering unmatched clarity and confidence to those who shape our built environment.


Don’t take our word for it…

We have a long list of case studies describing client success in improving KPIs and creating new, dramatic marketing stories that they can leverage to attract new business. For example, Weiss GMBH found and avoided 20 utility lines the very first time they deployed LDR. This led one of the operators to state, “After 45 years in the field, I can tell you Live Dig Radar is the most useful technology I have ever used—even more than a quick coupler and a GPS.”

Stutsman & Gerbaz, Aspen’s veteran earthmoving company since 1960, told us something very simple: “Once you can ‘see’ into the ground, it changes earthmoving forever. The future is now.”



At the end of the day, you can be a professional, experienced, well-known construction or excavation company offering exceptional work, but to get the job in the first place, you MUST differentiate. And that buzz comes from what you explain you do differently.

You can use buzzwords, hype, and lots of tech talk, which will undoubtedly help the pitch. But to set yourself apart — to demonstrate your abilities and competitive edge to bring that customer back and depend on him to spread the word — you need to make clear that you’ve got something truly transformative in your arsenal. With that, you stand out, you can charge more for the exceptional outcomes, and position yourself as a notch above the rest. 


Contact us to learn more.

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T. +972.3.641.9302 E.

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