One of the main aims of a tradesman is to remain reputable amongst users of their services. Maintaining good credence sits in this realm by extension, so ensuring you attract the right level of custom, through the best types of exposure is the neverending challenge that has to overcome.
Needless to say, when you put the right mechanisms in place, you will see excellent results filter through. These include and are in no way limited to the acquisition of more proactive team members who are glad to participate in your company growth and drawing traffic to the best-converting pages of your website.
There’s nothing better than arming yourself with the right info, so let’s proceed with looking at some of the biggest challenges facing tradespersons and trade-centric businesses the world over.
In taking a look at your operation today, which areas require a high dependency on extremely skilled staff members? Is there ease in sourcing these individuals as you grow? These might be questions you haven’t posted to date, but they are essential in determining which direction you’ll be moving in. This is because they might not be at the forefront of your mind; however, with expansion, more oversight of the duties you assign to others is inevitable.
An approach to reviewing this issue could be examining the types of agreements you’re brokering with your company’s new staff and representatives. Are you heavily dependent on contractors? If so, how easy is it to source these persons frequently? Or are you looking for higher levels of commitment through having permanent employees who work for you alone? In both instances, have you thought of what liabilities or tax implications exist when going down either route?
However, you choose to structure staff; what will be pivotal is the level of training issued? If you are aiming to truly blast-off with a successful operation, the standards they adhere to can in no way be wishy-washy. Are you able to give the level of guidance required of your own accord? Will you need third-party input in making your dreams and desires crystal clear? Do you have in place mechanisms for retraining representatives that might be falling short in some areas? Similarly, how do incentivise and reward workers who are performing well? Here, you’ll want to ask yourself, what can you instil to reduce the likelihood of personnel that feel they can attain more elsewhere.
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Have you given much thought to who your audience is? In many cases, it might be the general public, but does it stop here. What position have you taken when it comes to attracting the attention of commercial businesses? What would it mean to you if suppliers of critical products were to notice your preference for their products? Are there industry influencers who you follow today, where you’ve said given the chance I could do just as good as if not a better job? Queries of this nature all embody the discipline of recognition, and therefore shouldn’t be overlooked.
If you decide to change your prospects by pursuing this route, what you’ll next want to do is review the information you’ll share. Which content types are more natural for you to produce and share? Are you happy to write down your ideas and acquired knowledge in blogs, case studies and FAQs? Do you happen to be a confident speaker who can get up and share your thoughts, opinions and practices via video? If not a visual person, are you open to the idea of producing a podcast? There are many ways to attract custom, so begin looking into what mix suits you. Most importantly, take into consideration where you might need to source help?. To this we ask, have you decided on how much time and money you’d invest in these activities?
One of the last cogs in the wheel is that of deciding on which social networks you’ll be present. Have you yet studied which platforms will work best for you? Do you have business profiles on those you opt for (instead of using your personal account)? In this regard, have you considered the level of frequency with which you post? More significant, do you know the number of messages around a single item you need to share to make a lasting impact? These questions aren’t hard to answer with some light research, but again think around if you will need help managing the entire process? If so, have you investigated where this can come? Will you depend on experts, technology or a mix of the two?
No trades based jobs get done in isolation. In executing several tasks, you may have to summon many skill sets. When this is not the case, completing an assignment can inspire its recipients to call on other professions to conduct parallel tasks. In knowing this, do you have a reliable network of partners who you can depend on in your time of need? If yes, do you have more than a single party you can contact, should your first preference of helper is unavailable? Also, have you identified ways to diversify your offering through these associates?
Many firms in this sector flourish by building a right presence among those they need to work alongside. Are there tasks you are carrying our today that might sit better in someone else’s hand? Might you happen to be losing time or money on jobs doing duties you don’t enjoy? If you answer in the affirmative to any of these notions, have you looked into active participation in forums where you will find these individuals? Do spaces exist where you can network with these persons with some degree of regularity? Also, what thought have you dedicated around how you’ll entice these businesses to buddy up with you?
In this quest, you’ll need to think around whether you want loose arrangements or binding agreements? What scenarios exist where it is way too costly for things to go wrong? It would be best if you safeguarded yourself from damage to your reputation or potential criminal prosecution. Also, how will you attribute and disseminate fees? Would you want a percentage or commission for introducing work with a partner? Getting a firm grip on the financials only sits to favour you in the long run, and expands your options when picking the best participant from your list of contacts to use (for different projects).
In what direction is your vertical moving? It is vital to track future movement, so you are ahead of the curve when weighing your options. In what way are practices changing in your space? Have you noticed the introduction of new technologies or the hiring of persons from adjacent professions? These disruptors may well work to your benefit, but what do you do in instances where they don’t? Have you interrogated whether your career is at threat or worst still, will it diminish over time? What preparations have you put in place for any of these outcomes?
Self-learning is always a good thing, but there may be instances where you need to obtain a certificate. Where this is particularly true, is when a legal requirement is necessary to carry out specific functions. Concerning acquisition of the right credentials, are you aware of what courses you need to pursue? Are they more academic than vocational, and is your brain in the right gear to chase either? Coming to these decisions is by no means easy, but ignoring them might be to your detriment? In this case, think about whether you have workers who can go on this journey with you. Are you able to see the benefits of sharing knowledge collectively?
When it comes to exhibiting any newly acquired skills you possess, it is essential to showcase them to others to have them exploited. Have you considered whether you’ll do this online or via physical documentation? Do you know which association lists you can get yourself added to? Does your qualification open up doors to be accredited with a higher calibre supplier (or product manufacturer) than you’re working with today? If any of these are positive, you may see more prospective buyers hunting you down. Should this be the case, are you able to handle a heightened number of enquiries?
It’s time to understand which features of your services and products transform observers into purchasers. Is there something unique in what you provide? Does the way you apply your solution need to be better highlighted? How are you currently conveying the critical parts of your service, which are deal makers? Just as important, have you gone back and reviewed lost opportunities to see if there’s anything you could have presented better?
How well put together is your sales pitch? Have you streamlined your offering so well that you can articulate it to others without hesitation? It’s essential to believe in your offering, so you shouldn’t shy away from showing-off whenever the chance arises. Do you have an easily memorable acronym to remind you of your processes? If not, have you considered pinning your mantra to the wall so that it sinks into your brain even when you’re not thinking about it? Also, do you have something printable to share with the sales professionals you hire? Finally, albeit much more is sayable, do you have a daily stand up meeting where an apportionable section is set aside to drilling home this message?
Knowing your customer and scenarios in which they’ll need you is the sharpest tool you can possess. Have you thought about building personas to match the customers you’d like to attract? How do 3 or 4 different groups of client typically appear? Try to attribute a back story to assign an age, lifestyle and income to an individual or buying group who require your skills. Be imaginative, so you no longer need to ask what should I say to get this person to buy from me. If you haven’t explored this already, now is a good time. Just ask, have you adequately deliberated around hiring in a marketing expert to stoke out this information? Also, are you open to hosting a workshop with key employees to brainstorm these ideas?
Do you have a few ideas on how you’d like to communicate with your customers? Not everything needs to be verbal or even written. We are not saying skip this, but here are a few ideas of a mix of activities you can consider.
Change isn’t something you have to wait on. Now that you are familiar with some adjustments you can make, the process begins today. Awareness is what will steer you towards success, and with these details in toe, you’re on the right path to achieving success.
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