How to Win High-Value Clients 

A proven, cost-effective B2B strategy to get in front of decision-makers searching for services like yours.

“Watch John Carolan, Managing Director of Scope Constructions, explain how this testimonial-driven approach changed the way they market their business — and why it worked.”

If you're a business owner trying to reach decision-makers, win bigger projects, or enter new sectors — this story will speak to you. Skope Constructions, a commercial builder in Sydney, used a trust-based marketing strategy that didn’t involve ads, cold calls, or spammy outreach. 

Instead, they relied on a system of client interviews, story-led messaging, and persuasive materials that opened doors to aged care and community housing executives. In this article, we’ll break down how it worked — and how the same approach can help your business win high-value B2B clients too.

Marketing a construction company isn’t easy — especially when your clients are making multi-million dollar decisions based on trust, not gimmicks. John Carolan, CEO and Founder of Skope Constructions, knew that to win more aged care and community housing work, his company needed more than just a refreshed logo or another flyer. They required real credibility — the kind that speaks directly to decision-makers.

That’s when John was introduced to Ken Robinson by a fellow construction industry leader, Peter Deall. What followed was a transformation of Skope’s marketing approach — driven not by guesswork, but by the voices of Skope’s own clients.

The Challenge: Marketing in a Word-of-Mouth Industry

The Turning Point: A Personal Recommendation

John was referred to Ken Robinson by Peter Deall, another respected commercial builder who had successfully used Ken’s testimonial-driven marketing approach.

We were introduced to Ken by Peter Deall, who had a lot of success using Ken’s marketing systems.”

This recommendation, combined with John’s curiosity about a more strategic, client-led approach, opened the door to a new way of thinking.

Peter Deall introduced us to John Carolan. Here he comments on the work we did for him.

How we help Skope Constructions

Step 1: Interviewing the Clients

Ken began by interviewing Skope’s past clients — not with a clipboard, but with a journalist’s ear. Through relaxed, thoughtful conversations, clients shared:

• Why did they choose Skope
• What challenges did Skope help them overcome
• What made them feel confident and safe during the project

These insights became the foundation of Skope’s new marketing system.

Step 2: Creating Video Testimonials

The interviews were recorded, edited, and turned into powerful video clips. These clips weren’t polished with flashy transitions — they were authentic, direct, and highly persuasive. They showed decision-makers exactly what they needed to know:

"Here’s someone like me who chose Skope — and here’s why I’d do it again."

John now had a library of trust-building assets that could be shared on:

• His website
• Tender documents
• Industry email outreach
• Direct presentations to developers and care providers

Step 3: Redesigning the Website 

Instead of guessing what should go on Skope’s website, Ken used the interviews to rebuild the site from the ground up — aligning every page with what actual clients had said mattered most.

The result?

• Stronger positioning
• Clearer messaging
• Authentic, third-party proof built into every service page

“Ken redeveloped our website and provided a lot of targeted information directly from our clients — including video interviews.”

Step 4: Launching Industry-Focused Magazines

To speak directly to key sectors, Ken created:

• A targeted magazine for aged care providers
• A second magazine is in development for community housing decision-makers

These printed and digital resources are mailed or handed directly to CEOs, board members, and procurement officers — delivering trust before Scope ever enters the room.

Beyond Deliverables: Going the Extra Mile 

“Ken was always there to go the extra mile. He wasn’t someone who watched the clock or drew a line under what he said he was going to do. He added value the whole way along.”

Ken didn’t just deliver marketing materials. He became a partner — someone who worked closely with John, adjusting strategy and delivering more than what was promised.

Final Word from John Carolan

“If you are seeking to find new clients with senior executives in businesses, I would recommend Ken Robinson’s services and his marketing solutions to help you build those relationships — quickly.”

Skope’s story shows what’s possible when you stop guessing and let your clients do the talking. When you tell the right story to the right people, trust becomes your most powerful sales tool.