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.
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.
“What qualities do you look for when hiring a trade contractor to perform construction or maintenance work?”
Working with my tradie clients helping them to turn more of their quotes into paying customers, I have found that there is a big misconception about what customers are really looking for, and most of these things are really simple do ensure that you are doing on a regular basis for your business.
Research has been done to find out exactly what customers are looking for and it may not be what you thinking.
Here is the Top Ten things that customers are looking for, how do you measure up?
(Notice price wasn’t mentioned once?)
These should be the “norm”. The minimum level of service you provide.
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 call to see if I can help, email me at firstname.lastname@example.org
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
There are many things that you can do to build your business and reach more customers and one of the great ways to do it is through a strategic alliance.
In fact you are probably already doing it but don’t realise.
Here is what I mean.
You are a plumber and want to add installing air conditioning system to what you do for customers.
You know that it will require some electrical work in most cases, so you have an electrician that you work with so that you can get the job done.
This is basically an informal strategic alliance.
An official definition of strategic alliance from BusinessDictionary.com is
Agreement for cooperation among two or more independent firms to work together toward common objectives. Unlike in a joint venture, firms in a strategic alliance do not form a new entity to further their aims but collaborate while remaining apart and distinct.
More and more small businesses are banding together in less formal ways to form strategic alliances of their own.
What are some of the benefits of forming small business strategic alliances?
As a small business owner, how can you reach out to start conversations with potential allies and what should you look for in a strategic partner?
Small businesses can also use strategic alliances expand their service offering. Establishing strategic alliances with (like minded) businesses that share the same target market and provide products or services that compliment yours. So consider, who has your customers before you? What other trades do you work with? What else do your customers need done to get the job completed?
How do you start the process of creating strategic alliances?
Well, who are you are you already getting in to work on your projects? Who do you refer your customers too? Who refers their customers to you?
You can keep it simple with an email or phone call to have a chat about what you see as the potential benefits to working together are.
Before you start any business arrangement, be it formal or casual, is the performance of due diligence. Like the level of effort required to effectively and efficiently pursue new business, the same research and scrutiny should be leveraged when seeking to develop partnerships.
Make sure that you know that business you are forming a strategic alliance with ticks all the boxes in regards to services, licenses and that you know that they are reliable and do a great job.
After all you have to put your reputation on the line every time you bring them in on a project.
Have you ever gone out to quote a job that sounded like it was a bit of an issue only to get out there and think ‘I could have told the client how to fix this themselves’ or fixed it for them and not charged?
It happens quite often but I think I might have a suggestion you can try, using something you already have.
I rang my husband today, who is known in some circles as MacGyver, he can fix anything with dental floss, a safety pin and couple of pieces of chewing gum, because I needed him to tell me how to fix something that wasn’t working.
So I tried to explain it in what probably could only be described as ‘Lady’ language and when speaking to tradesmen this often does not compute, so he said to me, ‘Can you Facetime me so I can see what you are talking about?’.
I did and he walked me through how to fix it. Easy.
It sounds so simple and what I’ve realised is that this might be something that is really useful for those of you who constantly finding that you’re dealing with customers that don’t explain something to you and you would benefit from ‘seeing’ the issue.
My tip for today, if you are unsure and would like to see exactly what the client is talking about, you might like to try video calls or Facetime.
Most of us have the facilities on our phone to do it anyway.
It might save you time and hassle when dealing with clients in the future.
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
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
Once you have the testimonials you can use them throughout your marketing!