Category Archives for Marketing

Don’t Hit The DIY Marketing Ceiling

When you are a small business owner, you have to wear many hats.

With 98.6% of construction businesses with fewer than 20 staff their often isn’t money in the business for staff to source new business and new contracts. And this is something that falls to the business owner.

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 as they don’t have any time or the resources to do the marketing for their business.
And that is normal for small business owners.

They have hit the DIY Ceiling.

You have hit the point where you are no longer able to achieve better result if you continue to do it yourself.
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.

Easy…

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.

Using FAQ in Your Trade Business

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.

Yellow Pages, Do or Dusted?

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.

tradesman marketing, tradesman business success, tradesmen, tradie, trade, marketing for plumbers, marketing for electrican

Why are people terrified, or at the least very reluctant, to guarantee their products and services?

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

Do They Have Authority To Say YES?

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.

Develop Your Strengths, Hire Your Weaknesses

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.

 

 

marketing for tradies

The Simple Way To Eliminate Your Competitors

Ahh, the day before a public holiday.
The limited times of the year that you hear from about 90% of your suppliers, when they are not trying to sell you something.
I am sure that like me the only time that you hear from businesses is when they have a special that they think you might be interested is in or around a public holiday.
We get the token Christmas card, printed, with a label on the envelope, wanting to wish us a ‘Very Happy Holidays’ and remind us of the dates that the supplier will be closed over Christmas.
Or an Easter themed email highlighting their sales over the LONNNNGGG Weekend.
Sadly this is the extent of many businesses marketing campaigns.
Yes, it is a time of merriment and I might sound like the Grinch but where were these wishes of well, throughout the year?
How often have you heard from them throughout the year?
And it is very common, not just for existing customers but for potential new ones too.
It might surprise you to know that 50% of your competitors have given up on the sale after one contact with a customer.
Or that 65% of your competitors have given up after a second contact with the customer.
Astonishingly, 89.8% of them have given up after the forth contact with the customer.
Yes, nearly 90% of your competitors have given up on a customer after four contacts.
And this makes me happier than a fat kid who found her parents egg stash the day before the Easter Bunny is supposed to arrive!
Businesses that have automated follow up systems, are the ones leaving their competition in the dust.
Working with my clients, I created a follow up system that includes a combination of emails, text messages, posted letters, phone calls, postcards and other forms of contact.
It is not as hard as it sounds.
Like a magic little elf, I can do this for you.
95% of the work is done for you, all you need to do is cut, past, address or call and follow with a script.
Nothing is left to chance.
Marketing your business can be simple, so easy in fact a first year apprentice could do it, as long as they have the right tools.
To see what tools your business needs, see if you qualify for a FREE Profit Pipeline Audit. In this session I’ll give you at least 4 marketing secrets that’ll BOOST the responses of your customers to your quotes!
You’ll discover…
• The easiest types of follow ups you automatically implement into your business
• The 5 things to do to get your quotes at the top of the pile
• How to double or triple the responses you get from your quote
• Why quotes you hand out should ask for a response and how to quickly build a relationship with your potential customers so they want to buy from you.
Click here to see if you qualify but spots are limited.
Oh, and enjoy the Easter break.
tradie marketing

How Do You Measure Up?

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.

Easy…

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.

If asking for a testimonial is stressful, then your approach is wrong. Here’s how you can make it painless.

When you are actually talking to potential clients 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.

But I know that a lot of people find it really uncomfortable to ask somebody for a testimonial.

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

  • Make it easy for them to say yes. Set things up so that you do all the work rather than just asking somebody for a testimonials and leaving them to their own devices. Either a pre-write paragraph that they can change or use a template. It means that people can fill in the blanks and they are done.
  • Use the request as a complement. Rather than just saying ‘Hey, can you give me a testimonial?’ tell the client that you ‘Really enjoy working with you, you made  my life a lot easier as you know the design. It would be really brilliant to get more clients like you. I was wondering if you could give me a testimonial?’ What you are doing is complementing the client whilst actually asking them to do your bit of a favour. Then you simply give them the template and that they can fill it in. Again making them easier for them to say yes.
  • Use the compliments they already gave you. It is really effectively when you chatting with somebody and they give you a complement to just to note it down or remember that complement. Later, once the projects finished you can say to them ‘You happened to mention that you really thought that < insert particular thing> is really great. I was wondering if I could use that as part of a testimonials for my business.

Once you have the testimonials you can use them throughout your marketing!