By the American Subcontractors Association of Michigan
In partnership with EV Construction
West Michigan’s construction market is tight-knit, which is one of its strengths. But that can also make it tough for new and smaller trade contractors to grow.
When you’re competing against trade partners who have spent years building trust and relationships in the area, what’s the best way to break in?
We spoke with John Parker and Erik Butzer of EV Construction about what GCs look for and how newer trade contractors can build relationships, win opportunities, and become a go-to resource in West Michigan.
John Parker
Vice President of Project Development
Erik Butzer
Preconstruction Manager
Define Exactly What You’re Good At
To build credibility and make a name for yourself, be precise about your services and specialties.
Parker says many new contractors make the mistake of saying they can “do everything” instead of defining a niche. By being clear about what you’re particularly good at — your bread and butter, so to speak — you make it easy for a GC to understand where you fit and feel confident giving you an opportunity.
Clarifying your market position may require some internal work. Dig deeper into what your team does especially well, the kinds of projects you’re best suited for, and where you bring something distinctive to the table.
Then, when you’re at industry lunches, networking events, or even bid meetings, you can clearly explain why your team is right for certain jobs.
Key Takeaway: A mile deep is better than a mile wide.
Make It Easy for GCs to Vet You
When GCs evaluate trade contractors for a public project, online research is often their first step, Butzer says.
Your website should clearly explain your work, team approach, and commitment to quality and safety. It should also include examples of past projects and references. Those details give a GC proof that you can successfully perform the kind of work you’re pursuing.
Social channels such as LinkedIn and Facebook are great tools to reinforce your credibility by showing active projects, completed work, and your involvement in the industry.
“If a trade partner fills out the internal prequal system on our website, but we only find a Facebook with a couple photos, it can be a little concerning,” says Butzer. It’s worth investing in even a basic website and regular social posts.
Key Takeaway: Keep your website and social media channels up-to-date—especially when it comes to case studies.
Build Relationships Before There’s a Bid on the Table
“The prequal is a necessary step in the process,” says Parker. “But you also need to reach out (especially in person) and establish relationships outside of specific projects.”
Reach out to a GC’s precon team and offer to meet at the office, grab coffee, or have lunch. And if you already know someone connected to the GC, use that relationship to make an introduction.
“Relationships are often based on who you know, so utilize any connections you have to get in front of a GC,” says Butzer.
Those conversations let you talk about your business’s quality, safety, leadership, and trade capabilities before a specific project is at stake. More importantly, you show you’re a partner worth trusting when the right opportunity comes along.
“Starting a new business is a hustle,” says Butzer. “And to be successful, a lot of it comes down to putting in the work. Go to industry events. Be at the right place at the right time. Be driven about it.”
Key Takeaway: Make an intentional connection with the preconstruction team rather than dropping by a job trailer.
Get Involved in the Industry
GCs also pay attention to how connected and invested you are in the construction industry.
“We put a lot of stake in someone being an ASAM member,” Parker says. “It puts a point in the good column for us.”
With an ASAM membership, Parker says GCs know that a contractor is gaining access to industry education and safety resources and has met membership requirements.
The same applies to trade-specific organizations and local groups such as ABC Western Michigan.
“The way we developed our trade lists is by contacting local chapters and getting their recommended trade partners in the area,” says Butzer. “It’s really important as a new company to start getting involved and on those lists.”
Key Takeaway: Industry involvement does more than expand your network. It can put your company on a GC’s radar.
Start With a Smaller Opportunity
“All trade contractors should think about taking bite-sized pieces with the big GCs,” says Parker.
GCs want to experience a trade partner’s capabilities and capacity firsthand. Larger projects require more complex coordination, carry greater financial risk, and demand larger crews. While it can be tempting to immediately pursue the biggest project available, a smaller job can give you the chance to prove yourself.
If you perform well, you can grow from there.
For EV Construction, that might also mean working alongside its self-performing trades team rather than taking responsibility for an entire scope. These smaller partnerships create a trial ground for building trust while reducing some of the risk that comes with a larger project.
Butzer says another option is partnering with an established trade contractor.
“Sub under the bigger subs. For a lot of the really large projects with big players, those trade partners will sub out with smaller groups, and that’s a great way to stand out, get involved, and build relationships.”
Key Takeaway: A smaller project, or even a smaller piece of a larger project, gives both sides a chance to work together before the stakes are higher. The goal isn’t to land the biggest project immediately. It’s to build a track record.
Treat Safety as Part of Your Reputation
For EV Construction, safety is one of the clearest indicators of whether a trade contractor is ready to work on its job sites.
Before pursuing work with a prominent GC, make sure your safety standards, documentation, and processes meet that contractor’s expectations. Showing up unprepared can damage a new relationship before it has the chance to develop.
Parker says EV has found that companies that are disciplined about safety often bring the same discipline to their workmanship and crews.
Key Takeaway: Make sure your safety is a priority for your team and commit to consistent improvement. One great way for ASAM members to accomplish this is by attending and participating in the 2027 Subcontractor Safety Series.
Remember: GCs Need Great Trade Partners!
“We’re constantly looking for new trade contractors,” says Parker.
Demand varies by trade, but GCs keep winning new work and always look for reliable partners.
“It’s hard for us to find good, reputable trades.”
And that’s the biggest opportunity. Your company can become one of those go-to partners by defining what you do well, building relationships, and starting with projects you can execute exceptionally well.
Key Takeaway: The search for great partners isn’t one-sided!
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