Scholars have recognised that construction firms as per Mochtar (2011) is condemned by a high risk and uncertainty, Arditi (1988) added that the rapid change in client needs, project procurement in addition to pervasive utilisation of information and technology had added an extra significant constraint on strategic alignment and process of customer acquisition.
Kotler (2014) firstly have distinguished the construction industry strategic offering from others as an Augmented type of product that contains a product supported by a service/s. Lops (2012) has seen construction as a national economic drive and forms around 10 to 15 percent from the gross domestic product (GDP) organisations known to operate in construction are defined as a Hyper-Competitive business type as per economists hence the acquisition practices is expected to be difficult. Michaelidou et al. (2011) categorized customer acquisition channels as; personal selling, social media, advertising, mass emailing and texting, exhibitions and trade shows, Mediators and referrals and Telemarketing and sales, this paper have tested each channel and its relevancy to construction market, in addition to scholar’s argument on effectiveness.