There is a lot of talk these days about following your passion and I think that it is great to love what you do but I am a little concerned that following your passion is not defined as much as it should be.
I mean my passions are playing with my kids, hanging out with my husband and watching movies.
However I am not convinced that there is anyone that is going to pay me to do that though (if you will, please get in touch)
But seriously, you need to consider what you are passionate about, what you love doing, what you are good at and importantly, what other people will pay you for.
Because you can’t pay your bills with passion.
Telstra just doesn’t accept it.
You need to be able to earn an income from what it is that you do.
I am not saying that money is the only thing and needs should be the only contributing factor but neither should only doing what you are passionate about.
Maybe it is easy for me to say because I really enjoy what I do.
I enjoy creating marketing systems for people, I love doing research about products and services, I enjoy speaking to my clients customers about why they buy from them.
I get really excited when I am working on a project and get to go a little crazy with the creativity and that my kids have banned me from going into the $2 shops with them because I buy tons of stuff to use for marketing pieces.
I am passionate about helping people use strategic marketing in their business to increase their clients and their profits.
But would I do it if I didn’t get paid?
But I continue to do the things I am passionate about because I have created a lifestyle that allows me to do so.
Hey, I could be wrong, I often am.
I mean you can pay a subscription to be part of an organisation that is passionately convinced that the world is flat and that it is a giant conspiracy going on between the governments and the airlines.
Now that is a smart way to cash in on your passion, don’t you think?
Using frequently asked questions
“And then she asked me 15 questions, it did my head in. I feel like a broken record every time I speak to a customer”
A common cry for trade business owners from all industries, from plumbing to fencing to concrete.
The good news is, if people aren’t interested, they won’t ask questions.
But this doesn’t really help you when you are looking to reduce the amount of hours that you are spending talking to clients about the same things, over and over again.
But their is something you can do about it.
Use Frequently Asked Questions (FAQ) in your marketing
FAQ’s can be a really powerful way to position you as an expert in your industry and niche.
There’s a simple way to go about setting them up too.
All you really need to do is to keep a record (for as little as two or three weeks) when you’re talking to new clients, of the types of questions that they ask you.
It could be what is your guarantee, how do I know this is right for me, how long will this take, what do I need to do to prepare or anything specific about the product or service.
Then you can simply record your answers to these questions either on video and get the transcribed, or you can type them out yourself.
What you can do with them then is used to overcome the objections that people have answer the questions that are repeatedly coming up in your business and send them out to prospective customers so that you actually addressing those concerned before people have to ask.
It’s a really simple method to position yourself and let people know that you are the expert in the industry.
Pro Tip – make sure at the end of your FAQ’s you have a call action, something like ‘Don’t see your question here?
Call us on PHONE NUMBER now and we can answer it for you.’
Frequently asked questions pages can be on your website or added into your catalogues or marketing material.
I have some really great templates so you can shoot me an email and I will send them through.
Up until about five years ago, every household in Australia had their very own Yellow Pages delivered like clockwork.
The Yellow Pages was a list of businesses that provided service in your state or local area.
They were in alphabetical order of the business type and then that you could pay to have your ads in there and they would run alphabetically.
They have now moved their presence online and it is something that a lot of people are still using to look for a business and service.
But, people say there is no point being in the Yellow Pages, printed or online.
It is something, that is done correctly, can be done very effective in increasing your marketing.
Yesterday I was looking for a professional services and I wanted to see all the service providers in the local area.
So rather than just relying on Google, I went to Yellow Pages online.
I started to research the businesses that were listed under that particular area.
One thing that you want to think about as a Yellow Pages customer (they do have varying packages starting from free listings right through until the very top stand out listing) is using all the features that you’ve got available.
For example, yesterday I skipped a lot of the services because they didn’t have a website on their Yellow Pages listing.
I didn’t even bother to click on them to get any more detail because all I could really see was their basic details; name, rank and serial number.
This is the name of the business, the services that they are providing and telephone number.
I wanted a little more details so rather than playing Yellow Pages roulette so I skip right past to those that did have more.
If you are a Yellow Pages customer, you need to think about what you can use to your advantage with the service that they offer.
I have a client who is a paid Yellow Pages customer.
To his listing we are able to add videos, frequently asked questions, special offers and all these sorts of things that are available in his paid package.
But we really had to do some research to see what was working in the industry before fully utilising the full advertisement.
Yellow Pages can be very effective but it has to be done correctly.
Like Google Ad Words, when you are trying to stand out in a crowded market place you need to be directing people to something that interests them.
Too often I ads that direct people to a home page of their websites rather than to the specific page or service that they ad was targeted too.
Now if I was looking for a local fencing company and I go to Yellow Pages or Google, I can type in my search and no doubt ads will pop up.
Say I type ‘Colourbond fence Wantirna’ and I find an ad for a fencing company that has colourbond fences.
I click on it and it takes me to the home page of their website that tells me about the 15 different types of fences available.
It’s not really specific to what I’m looking for so if I can’t see what I want straight away, it is likely that I will click back and not look at that business again.
You need to make sure that the ad that you’re creating is going to the exact page that people have searched for, not a generic one about your business.
People don’t want have to click through your website or scroll through to find things so make sure you as a specific when they get redirected.
Another important thing to consider is to ensure that when you do signup for a service that you get them to clearly outline all of the things that you can add to stand out. Because it is likely that your competitors are. You need to know what you have available, you have paid for it, you need to use it.
You want to know every single thing that you can do, to help increase the eyes on your ad.
You still probably do have a local Yellow Pages lying around so flick through and see what standing out in your industry.
Yellow Pages can be effective, if like any sort of advertising, it is done correctly.
If this was useful to you, head to my Facebook page https://www.facebook.com/fullybookedtradies/ or go to my website fully booked trading.com.au for more to marketing tips.
Why are people terrified, or at the least very reluctant, to guarantee their products and services?
Today I was at home waiting for my phone service provider to come out between 7am and 12pm, to install a few new things into my home and office.
I was doing this to make things faster but when I asked the sales rep if this was guaranteed to make the internet faster, fix some of my connection issues and give me a better line into our business, they said they was ‘Well no, we can’t actually guarantee that’
So, I’m spending a lot of money to have a service installed that they cannot guarantee will solve my problems.
Now, I will have to look into it as I am not sure what legally they have to guarantee but there should be at least something from the service providers that offers a guarantee that the product will do what it says it will do.
I have always believed that if you can’t guarantee something, don’t sell it.
I guarantee my work.
I give a 365 Day Money Back Guarantee that my programs will make you three times the amount of money that you invested, otherwise I will give you your money back.
This is because I believe in myself, I believe in my services, I know what I’m doing and if you follow what I tell you to it will make you lots of money
But the reluctance to guarantee your products or services is not uncommon.
In the construction industry, where it may be part of legislation and licensing requirements, you might be legally required to guarantee your work for a set about of time.
Is this really something that should be up to the law to ensure?
When I speak to my trade clients about whether or not they guarantee their work, they say ‘Yes’.
When I ask them for how long, the most common response is a shrug.
Let me put it into context before you decide about it either way.
Let’s say you are an electrician. You installed a switchboard and two years later, you get a call from your client who is concerned because it is crackling and making weird noises.
Wouldn’t you go out there just to check what was going on because you installed it and you need to make sure that there’s nothing wrong with it?
Everybody I ask, always say yes.
When somebody calls you down the track to tell you that there is a problem with the work that you did, as a good quality tradesmen, you should be checking into it.
My suggestion, call the regulatory body in your industry and asked them, what are my legal requirements in regards to guaranteeing my work?
And then consider what you guarantee as a craftsman.
Guaranteeing your work can be an exceptional way to market yourself, because everybody is too scared to talk about what they legally have to do.
Consider where you can use your guarantee (again, that you legally have to have) to get more customers.
Want to see it in action? Send me an email and I will show you examples of how that’s really working for my clients now good luck bingo guarantee something
Never take a ‘No’ from someone who does not have the authority to give you a ‘Yes’.
This was something that a mentor taught me years ago when we were trying to get in with some new suppliers for our trade product.
I was really disheartened after basically having a door slammed in my face from a store manager, who didn’t think our product would sell.
He flat out told be ‘no’ to my face.
Then on my weekly chat with my mentor he asked me ‘Well, does he have the ability to give you a yes? Call him back and ask him again’
The very next day, embarrassed but feeling that I had to get an answer, I called and asked the manager the process that will follow if they did take my product into the store.
He said to me ‘Well, I don’t know because I can’t authorise you to be sold’.
So, I dug a little deeper and when I said who would be the person that could do that and he told me the general manager of purchasing.
Thanks to some stealth Linkedin research I was able to get to the right person’s name and get in front of him, and 30 days later we were in store.
This is something that I share with you, especially those of you that are doing larger scale work.
You deal a lot with the administration team or tendering department but often the final decision lies higher up the ladder.
I show my clients how to stand out in front of these decision-makers. It’s not difficult once you know how.
If you want to learn more about the methods my clients use, send me a PM or email me.
Last week I spoke at two events, one was recorded live to be simulcast live. So many people that I spoke to who knew I was doing this, asked me, why I wasn’t shitting myself, they couldn’t think of anything worse, what if you make a mistake, what if you failed?
Frankly I was extremely nervous. The butterflies in my stomach were crazier than that a seven-year-old on a trampoline after a bottle of coke. But I want success in my industry more than I fear failure.
And yes, I did make a few mistakes.
But the audience didn’t rush the stage, the event organiser didn’t pull the microphone off me halfway, everyone seemed rather interested in what I had had to say.
I know that for a lot of people, public speaking is a huge fear. Many people think that they will freeze or fail or that they will make a fool of themselves.
And it is something that still makes me nervous every time I do it, even though I do it about 25 times a year and have spoken on stage to thousands at a time.
It reminds me of a saying I heard once from master marketer, Dan Sullivan. The saying goes ‘Fear is wetting your pants, courage is doing what needs to be done with wet pants’
I have failed several times in my life, but my biggest failure was signing a contract that lost our business distribution in Australia.
And you know what?
My husband still love me, my kids were still perfectly amazing, my friends to wanted to hang around me and I didn’t die and we got it back.
So. now when people asked me how I can possibly do things I do, what if it doesn’t work, what if it fails? I tell them I’ve already failed epically in my life, more than once and survived.
For me, succeeding in change people’s businesses, helping someone take their business to the next level, allowing them to spend more time with their families rather than on paperwork is more important than my fear of failing, because I have seen the difference of my work makes, when partners don’t have to work weekends to support the business, families can take holidays and extra staff can be added to cope with the increase in work and of course, when the money comes rolling in.
And I’m not saying that everything always works out in my favour when I try something but at least I will never wonder what if…
As a parent I constantly hearing other parents talk about how they’re focusing on developing their children’s weaknesses.
Whilst I am not convinced that a six-year-old has had the opportunity to have a establish a weakness in their education, be it in their reading, writing or numerous or in their chosen sport, I do wonder why people think that developing weaknesses is the best way to get through life.
Doesn’t focusing on developing a weakness just mean that by the end of it all you will have a lot of strong weaknesses?
I am more from the line of developing your strengths. Looking at what you do really well and growing and developing that so that you are extremely strong and in the top 20% in that particular skill.
I recently read an interview with the World Champion Table Tennis team. The team that the champs had beaten had spent years working on their right hands because they were left-handed. Their left home was better, so they decided to work on the right-hand, the weaker side rather than continuing to develop their strength.
The champions however just worked on making their strongest side even stronger. The guy with the better stronger left hand played on the left, the guy with the stronger right, played on the right.
This type of system is a winning combination in business as well as life.
If you are great craftsman but your designs aren’t so great you can partner with someone who does amazing design work.
Not such a great figures person? Pay someone to do your accounts and bookkeeping and go out and earn more money for them to count.
And this applies to your sales and marketing too. If you’re great at what you do, go out and do it. Get me to do what I’m best start.
It’s a winning combination and everyone finishes up happier both personally and financially.
I know that some of you are looking for help right now so that you can apply a better strategy for your business so, that you make more sales on your quotes and stop wasting times doing quotes the ones you won’t win. Let’s schedule an exploratory call to see if we are the right fit to working together.
Click here to see if you qualify for one of the limited ‘Profit Pipeline Audit’ A 20 minute call that Fills The Gaps In Your Quote To Sale Methods, I have 2 more spots available this month.
This has been a rule that I have lived by for the past 8 years.
So often I see people holding themselves back because they are scared, ‘What if I lose? What if it goes wrong?’ they ask themselves.
I used to ask myself these questions too..
But my defining moment was when the doctors told us about a surgery that they wanted to do when my husband was lying in a hospital bed, with an impound fracture in his spine.
The risk, if it failed or they made a mistake, he may never walk again.
If they did the surgery he could get full movement back.
After spending a night worried over it, I turned to my best friend for advice.
She asked me, ‘ What’s the worst thing that can happen?’
I told her.
‘Can he take the worse thing?’ she asked.
Yes, it would be awful, but he could.
‘Take the risk’ she said.
And now I do.
When launching our first product, the worse that could have happened, we lost the $80,000 we invested in the patent. It would have hurt but we would survive.
We took the risk, it paid off, the rest history.
When we decided to have another baby, the doctors were worried about a kidney condition that had seen my son in hospital for 9 weeks in the first 6 months of his life, with 2 serious surgeries. There was a 66% risk that that any other babies would be at the same condition.
We had my daughter, she was perfectly fine.
Now I even get my clients to apply it.
You see, I offer a 365 money back guarantee, ‘use my system, give the pack to your customers, send them through the follow ups texts and emails, give them all the marketing material, follow my step-by-step system as described. And if it does not make at least 5 times your investment, of money you otherwise would never have received within 365 days, send me a letter and I will promptly and courteously, give you your money back.’
So what’s the worst thing that could happen?
They get their money back.
Too often we hear that people die are full of regret, not for the things that they did, but for the things that they didn’t do.
Don’t regret all the money you have left on the table!
Did you know that the average company with 100 employees has a marketing team of 11 people?
So these companies would spend roughly 11% of their human resources on marketing of the business.
Say you work 40 hours a week (I know, you probably do more) and you spent an hour a weekday on your marketing then that’s roughly 12.5% of your time.
But I know most tradesmen don’t spend anytime actively marketing until they run out of work.
Known as the feast and famine cycle.
Many clients come to me and don’t have any time set aside to do the marketing for their business.
And that is normal for small business owners.
They are too busy doing, the work and being all things to all people. From receptionist, teacher, counsellor to stock controller and financial advisor.
Sound about right?
Marketing and sales are a key component to your success.
Nothing takes place without a sale, an exchange of value.
And you can’t sell a secret. If they don’t know you exist, how can they hire you?
The good news is you don’t need a huge marketing team to succeed.
It’s not the size of the marketing department, it’s how effective it is.
Most of these bigger companies make their marketing worthwhile, effective and systemised.
And you can too.
Something that is paint-by-numbers.
So simple even a first year apprentice can do it!
With 90% of the work done-for-you all you need to be able to do are: copy and paste an email, take a USB stick to Officeworks or address an envelope.
See if you qualify to have this system built out for you by booking a Profit Pipeline Audit, to see how to fill the gap in your quotes to sales method.