Building a trade business (or really any business) can be done a number of ways. However, in this article I’m going to talk about networking and people relationships. Even with technology and meta-ads and Google ads and all the other online options, the ‘people factor’ should not be dismissed!
Why Do Relationships Matter When Building a Trade Business?
Remember that people do business with people, not entities or businesses. You might like a particular business, but it’s very likely because of how the people in that business make you feel. If the business is ultra cheap and service is lousy, you’ll only tolerate that whilst it remains ultra cheap and it may well get to a point that the cheap factor isn’t so wonderful after all.
In the building industry, then you have a connection, or you meet the person in charge or who is making the decision, you’re more likely to get that business. Sending a thousand emails rarely works, but if you take the time out to go and meet someone, face to face and shake their hand – you are building a personal connection.
When it comes to choosing a tradie, do you go with the person with the cool marketing, or the person your brother says “is brilliant, you can’t go past Joe; he really looked after us!”? Marketing is important, as is a good website, but don’t dismiss the human factor and people connection.
When you look after a customer (and have a nice manner) people will refer you to their friends and family. People talk – not just in person but on social media. So many Facebook groups have people asking “Does anyone know a good electrician?” If you don’t have a relationship with your customers, are they going to bother jumping in and recommending you?
Doing a great job and being personable also means that when you say to a customer “Could you do me a favour and give me a 5 star review on Google?” they are more likely to say “Sure!” Great reviews on your website in turn help people decide that yes, you are the right choice as even with a strong recommendation, people will sometimes check you out.
What Fuels Long-term Partnerships?
Quite simply, like, know and trust is what helps us develop long term relationships. How do you make customers or other tradies feel? Do you greet them by name in a warm way?
When you help out someone, particularly referring work to them, whilst it’s not expected, it is often reciprocated, which in turn gives you more business. Don’t wait for the other person to go first; take the plunge and think about how you can help someone else. If a supplier gave you great service, why not give them a 5 star Google Review? It will really help their business and they will appreciate it.
As a supplier, you can help out a customer by opening the store a tad early, or getting a critical item out to them same day on site; that ‘going above and beyond’ service is invaluable. That’s why customers keep coming back time and time again. These days, people will consider shopping around for cheaper prices, but if you look after your customers well, they are less likely to think about this.
As a customer, another way to look after your supplier is to pay them on time. That shows respect and builds trust. Trust helps to build rapport and longer lasting business relationships. Companies, businesses and tradies know who is good to work with and pays them on time. When tradies get busy, who do you think they say yes to when they have more work than they can handle?
With your customers, or really dealing with anyone in business – not only do a great job, but be friendly, helpful and listen to them. In fact, listening is super important. As a business coach, I’ve spoken to a number of clients who are leaving a service provider because they don’t listen. It might be that the business owner alerted their accountant or bookkeeper of a major purchase in the business and then the accountant completely missed adding that transaction. As you listen, if your brain isn’t a steel trap, then make notes. This isn’t just instructions, it’s also other things. Your client might mention they have to go as their child has just been taken to hospital. Wouldn’t a text the next day saying you hope everything is ok with the child be good? If you’ve a client having a baby in December, then make note of that date and post a card. It’s those thoughtful little things that make the difference and keep customers returning time and time again.
A Summary of What to Do
- Even in an era of technology, appreciate how much the people factor matters. Get your mindset right and put thought, practice and action in place to be customer service focussed.
- And take notes. The notes mean that you are not saying ‘sure’ and then not keeping your promises. Doing what you say you’ll do is improving the service and growing trust.
- Go the extra mile. Helping out someone, taking the time to find a critical product, staying open 5 minutes later, staying back a little later to finish a job … these are all examples of how you can help a client or customer and go that extra mile. Every business is different, but I’m sure if you put on your thinking cap, you could come up with ways you can go ‘above and beyond’ with your customers or clients.
- Help out someone. Doing a favour, especially giving them a referral or a 5 star review helps their business. But the trick here is to lead by example and go first. You know karma; what goes around, comes around.
- Be warm and friendly. Personality does matter. I know a tradie who was ditched by a builder years ago. The builder said the tradie did a fine job, but he was incredibly painful to work with, moody, sulky and always super difficult if you needed him to do something. The quality of the work was there, but the personality pain factor just became too much. Business can be hard work, but it can also be fun; a cheerful personality makes going to work that much more pleasant – for all involved.
If you are wanting to grow your business, or improve your soft skills, like networking, time mastery, building confidence, selling, or organisation, as well as general business coaching services – then please reach out to me. I do work hard for my clients, but yes, I also bring my A-game to make the sessions both informative and enjoyable. Plus, I do go the extra mile in many ways to help my clients in more than the obvious ways. If you’d like to know more about my coaching services – click here.
