Category Archives for Marketing

Is Your Problem, Really Your Problem?

On Saturday I spent most of my day teaching a marketing workshop for Melbourne based trade businesses owners.

The program is promoted around ‘Getting more clients into your business so you can make more money’.

And when most people think of more clients, they think of more leads.

At the start of the workshop, I ask them ‘What is the number one sales and marketing priority in your business right now?’

The response ‘More leads’

I ask them ‘How many of your leads do you convert into sales?’

The response ‘Average about six out of ten’

I ask them ‘So,  if we converted more of your leads into sales, would you still need more leads?’

The response ‘ Nope, I would need more staff’

Every time I teach or even speak to business owners about what the one problem they have in their business around sales and marketing, the general response is ‘getting more leads or quotes’

But when we delve deeper into how many leads or quotes they are getting, compared to how many sales that they are making, we discover that if they converted more of the leads and quotes into sales, their business would be much more profitable.

They don’t have a lead generation problem, they have a quote conversion problem.

The reason this is the focus for the first part of the workshop is, I can get them more leads.

In fact, I have over 147 ways to get leads into your business.

But if you can’t convert them, more leads is just more wasted time.

When my clients work with me, we start with conversion of quotes.

Then we look at repeat business.

And only then do we go back and start looking at lead generation.

I know what my client’s needs are, but my clients often can’t see what is right in front of their face.

Like their nose.

Even though it is right there in front of them, for me and everyone else to see.

The problem that you think you are having, may not be the problem that you truly have.

And that is why it is best to get an expert to come in and diagnose the problems.

Otherwise you will be focusing on the wrong thing, creating more work for yourself and losing out on the profit that is out there waiting for you.

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.

Should You Claim Your Google Business Page

Spending a few hours in front of some trade business owners and talking to potential clients this last week I always like to give them  a few easy to implement but high return things they can do to make difference to their business.

And this week is was Google Business Pages.

Especially for business that don’t have a website.

You see, unlike Facebook, people go to Google with a definite purpose in their mind as it probably easier to find exactly what they were you looking for.

A Google business page will come up in a Google search that shows you on a map when someone is searching for things that are location based.

For my face to face, service based clients it is all about location, location, location.

Claiming your page will allow you to appear on the map.

Once you have claimed your page you can add some information about your business and  it will also allow you get reviews about your business.

Reviews about your services can provide proof that you are the best choice for the potential customer.

Try it for yourself.

Google plumbers (your suburb) and see what comes up.

Google fish and chips (your suburb) and see what comes up.

See what catches your eye and of course where it comes up on the page.

Is it just the location, or is it the business with 4 or 5 stars next to its name?

If you notice it, chances are others will too.

You want to ensure that you are right in the sight of your local potential customers, showcasing your business and your happy clients.

Claim your online real estate now.

Don’t rely on the current financial temperature to predict your success

If you live in Melbourne you have to be prepared for any type of weather.

Take today, 38 degrees, not a cloud in the sky.

Tomorrow, 17 degrees and rain all day.

I had to get out of the house early today to beat the heat.

I wasn’t going anywhere special, just to buy my son another school jumper as it is only going to be 15 on Thursday with rain and storms.

Standard Melbourne week.

Growing up with weather like this teaches you to be prepared.

My car is full of umbrellas, gumboots, towels, sunscreen and hats, both winter and summer versions.

And being prepared is just as necessary for business as it is for Melbourne weather.

So many business owners come to me to get their marketing done when they are in a drought, they have no customers left.

When business is busy, the money is pouring in with the phone continues to ring, no one is worried about going out and getting new customers or planning the next marketing campaign.

But like the weather it can be unpredictable.

Me,  ’m not one for taking a risk.

I (and my smart clients too) don’t want to leave it up to chance, we like to control our financial forecast.

Too often when the  work runs out everyone is looking to me to make it rain for them.

Whilst I can be more consistent than Mother Nature, it is up to you to be prepared.

And like us Melbournian’s with a car load of all-weather-gear, you can be prepared to always get your phone running hot, no matter what business you are in or what time of year it is.

Having a marketing system that you can turn on and off,  predictable, reliable, so systematised a 1st year apprentice could do it and that delivers you a steady flow of profit, allows for constant sunshine rather than a scorched and barren bank account.

Don’t rely on the current temperature to predict your success.

Click on the Learn More button to get yourself a proven and awarded system so you can control your financial forecasts.

When Clients Judge You – Everything Matters

Sunday saw me judging the NABBA/ WFF Victorian Bodybuilding and Model Championships.

It was a huge day full of fake tan, teeny tiny outfits and more diamontes than an Elvis Presley convention.

A great day, amazing physiques and a stack of talent in the showmanship rounds.

Judging is not easy, it is always subjective, arguments break out, competitors are on stage for what seems like an eternity, all for 9 people to judge them and give them glory and a plastic trophy.

But the one thing that constantly stuck out to me as an important lesson is ‘everything matters’

Obviously physique matters, but so does choice of outfit, hair style, tan, deportment and presentation.

Because it is judge on the physique presented with the least amount of flaws, for some catergories when trying to decide between the placings, it could come down to the tiny details, like a broken finger nail or streaky tan.

It is a reminder that in business, you are judged on everything, everything matters.

From your website, to your uniform, to the way you present your paperwork, all of these things are going to make an impact about what your potential clients think about you.

So stop for a minute today and think about whether or not your business presentation would allow you to take out first place.

And if not, where are you lacking?

For those of you not sure, send me a message, I am happy to put on my judges hat and give you a ranking and feedback, maybe a plastic trophy if your nice.

7 Top Ways For Tradies To Get More Followers On Social Media

If you want to grow your social media account then you should be actively looking for new ways to get extra followers. The more followers you get, the larger the number of people that each of your new posts will be automatically broadcast to. This is ultimately one of the primary objectives of social media and it’s what will give you a lot more reach and authority thus ensuring that all your hard work is not for naught.

But how do you go about growing your followers when you’re starting from humble beginnings? Read on and we’ll look at some of the best ways to do so.

Add People
This is one of the simplest and easiest ways to get more followers is simply head onto your platform of choice and then go about adding as many people as you can. What you’ll find is that a large proportion of those people you add will respond in kind and immediately add you back. It can be slow going but it’s an almost guaranteed way to extend your reach and influence.

Reshare
Retweeting, repining or resharing is one of the very best ways to grow your following. Why? Because once again the people you help out will often want to do the same for you and that way you can expose yourself to their audience too.

Use Smart Hashtags
Using the right hashtags and people will easily find your posts when they’re looking for related topics. Check what’s trending then post about that.

Encourage Sharing
Some posts are simply more sharable than others. Amusing videos are always a good way to get a share or retweet, as is writing a positive review (as the company you are reviewing will often want to spread your message).

Cross Pollinate
If you have a captive audience already then make sure you leverage that opportunity. Ask your blog readers to follow you, your YouTube audience, your mailing list even customers who you see in person!

Build Followers

This sounds like a catch22 but the more followers you have the more followers you will continue to gain. The reason for this is simple: people like to join accounts that look popular. For this reason followers beget followers and once you build up enough, it will become self-perpetuating.

Team Up
If you find the above strategy doesn’t work then you should try agreeing to team up before you go ahead. Give a shout out to your followers in exchange for someone else doing the same for you and you both will stand to benefit

If you need to know more about how you build your social media following so you can get more clients, later this week I will be launching my new book – The Tradesmen’s Guide Attracting Customers Via To Social Media, if you want a preview copy, send me an email today

Can going to the movies be a tax deduction?

Firstly, I’m clearly not an account so this is certainly not financial advice.

But, I got to thinking the other day, about the importance of really having to know what your clients are into, what they are talking about and how you can capture their interest using current events and popular topics.

Amongst other things the best way for me, is to read what they read and watch what they watch.

For example, when I am research for my clients in the plumbing industry I’m buy up big on all the home, bathroom, kitchen magazines, I check out forums where people ask questions and I see what is selling in the industry.

Now, I can truthfully say I buy Penthouse Men’s magazines for the articles and advertisement because I write and research content for my ‘men’s market’ focused clients.

All of these I collect receipts for and claim as a business expense.

So, now I am adding ‘going to the movies’ in as part of my research.

We love going to the movies.

It is part of our culture.

You can learn a lot about communicating in the best way to your clients using the language, phrases and topics that people are current.

So the my question is, can you list the top 5 blogs your clients read, the top 5 sites they visit and the top 5 magazines they read?

If not, better do some research.

P.S Anyone wants to come and see ‘Bloodfather’ with me?

trade marketing, tradie marketing

3 P’s to Profit, the third P – Promote

The three P’s to Profit are

P – Phone you – getting their attention and persuading them to pick up the phone (Before)
P – Pick You – positioning yourself as the only logical choice, converting your quotes to sales (During)
P – Promote you – leverage happy customers to get more repeat business and referrals (After)

When talking to business owners about what they are currently doing in their business I am always really interested to know, how they are marketing to their customers before, during and after.

What’s that? After? What do you mean after?

Well there are plenty of ways that you can help your customers coming back to you each year but today I wanted to give you a way to get them to continue to give create business for you after the sale by promoting you.

The number one thing that I my clients implement to market to their clients is what I call the worlds simplest referral system.

This simple method can be done easily and cheaply.

You can buy packs of thank you cards from Officeworks, or you can have them made.

Inside on the card write:

Dear Peter

Thanks for your business.

It was great to work with you.

Please don’t hesitate to call me when you need my services again.

In the meantime I would like to work with more clients like you, so if you know of anyone needing an electrician, I’d be grateful if you would pass on one of my cards to them.

Yours sincerely

Alex Jones

#
Make sure that the card and the address on the envelope is handwritten too.

Pop in a few business cards and you are done.

Think about it.

When was the last time you got a ‘thank you’ from anyone?

In fact, when was the last time you got something in the mail that was handwritten?

It sticks out in your mind and a simple, elegant and effective to get your customers to remember you and recommend you too.

If you want to know more strategies to create more money from you existing customer get in touch via PM or email you@evejohn.com.au

Get Your Clients To Do the Selling for You

When you are actually talking to potential customers it’s really great to be able to talk about the benefits of your work but is a lot easier if you’ve got other people doing the talking and selling for you.

For many businesses, 20 to 50% of their work comes in from referrals from others so having testimonials is a really powerful thing that you can have within your marketing.

A testimonial is described as a formal statement testifying to someone’s character, qualifications and skills.

So why are testimonials so effective?

Testimonials build trust
Whether your customers are raving about what your product has
done for them or about the great service you gave, they’re telling your potential customers first and foremost that they had a positive experience with your products and company

Testimonials aren’t “salesy.”
Because testimonials aren’t written in your “voice,” they stand out in your marketing as candid and unbiased accounts of how well your service and products works

Testimonials overcome scepticism
A good testimonial has the power to convince even your “tough sell” customers that your product or service really made a difference in your customer’s life–and can help them too

So, how do you collect the testimonials you need and keep them coming as you grow your business?

You need to ask!

But most tradies would rather pick out their nose hairs with tweezers than ask for a testimonial, it is painful and often embarrassing.

So I’m giving you my three top templates to make it less awkward and uncomfortable for you.

Ready to go?

Simply click the link below for your exclusive access

Ways To Get More Testimonials

marketing for tradies, tradie marketing

Offline Marketing – Have you Forgotten To Plan It?

With the rise in popularity of internet, online marketing tips and strategies are everywhere.

Courses on how to build your websites, the do’s and don’t’s of SEO, where to list to boost you Google ranking the list is endless.

And online marketing is one of the strategies that you should have in your marketing arsenal.
But it should not be the only one.

Many proven offline methods are simply forgotten when marketing campaigns are planned.
Building your presence through tried and tested offline methods is also going to help you to boost your bank balance, with a distinct value that shouldn’t be forgotten.

Often forgotten methods include:
1. Signage at your venue
2. Turning your vehicle into a moving billboard
3. Community or sports sponsorship
4. Donate gift certificates or products as prizes for a local fundraiser
5. Special offers to groups
6. Trade shows
7. Writing articles for the local paper
8. Newsletters
9. Hosting events
10. Printed brochures
11. Local paper ads
12. Client newsletters
13. Networking
14. Entering awards
15. Speaking at events

Remember, you don’t have to adopt all of these offline marketing strategies. Just try one. Enter for an industry award. Who knows what could happen.

Quick Ways To Create Content About What You Do

These days we told time and time again about the importance of creating content to help market our businesses.

It’s the information age.

Content is king.

Content and SEO is the key to your success.

My clients often say to me things like ‘ I am a plumber/electrician/fencer ( insert any trade business here), no one wants to know about that.’

And whilst I don’t really want to know how to unblock a toilet, it is only so I can say I don’t know and it is not my department, but we are aspects of everyone’s business that people find really useful.

But where do you start and what can you do to ensure that it is relevant to your products and services?
My suggestion is to reverse engineer your content from the product or service you are selling.

Think about what they end result is first (ie: getting them to call you) and then figure out how to get your potential customer to the same point (ie: thinking, ‘I really need to call a plumber’)

Here is a quick way to get it done.

1) Write down all of the services that you provide.
2) For each services, write down why people call you to get it done.
3) Record the early warning signs of when it might be going pear shaped.
4) Think about what you might tell a customer who is waiting for you to go out.
5) Is there something that they can do to make them more safe or reduce the damage?

In my experience, my clients could write a book on all of the information that they know about their industry and whilst I don’t recommend a whole book, tips and tricks are something that we call want to know. So here is a few examples, 5 Signs Your Toilet Is Blocked, 3 Things To Do Before You Call A Plumber, The Main Cause Of Damage To Your Pipes, How To Clean Out Your Guttering To Avoid A Fire This Summer.

So go forth and inform the people so that they can become your paying people.