Keep your name out there

As is widely known , recommendations coming from word of mouth remain the top generator of leads for installers serving residential customers . But what isn ’ t so well known is that you can very much help this process along . That ’ s because there can be years between jobs and people may struggle to remember you . So , even if you rely on word of mouth , try to keep your name out there . It can pay dividends .

Activities to do this can be quite cheap although it does take some effort . This is in contrast with using services like Checkatrade , My Builder and Rated People which can be quite expensive .

60 % of Homeowners are nervous with tradesmen that they had not previously met according to a poll by Bradstone Assured

Although few of the ideas that follow are not rocket science , collectively they can make quite a difference and the lack of sophistication makes them no less worthy :

Give a business card to every prospect and every customer . You can get cards online incredibly cheaply . Even if only one in ten gets kept it ’ s still worth it .

Provided the client allows , put up a board outside with your name and contact . One site down the road from me has had a board on display for years . It ’ s on the road side of a tall hedge on top of a wall so the homeowner doesn ’ t seem to mind . I personally sourced some major work on my house after seeing a board next to a nicely finished job .

Make sure your van has your business name on the side in large lettering with contact details . Try reading lettering on other vans from a distance before you decide on the size of the lettering as it ’ s easy to go too small . Remember that older people ’ s sight deteriorates over time so small lettering can ’ t be read .

Get a company uniform and insist staff wear it . Maybe this seems too cheesy but it both helps to reinforce the business name as well as being more professional looking . Even a t-shirt can help . Someone sat next to me in the pub yesterday and was advertising their plumbing business on their t-shirt .

While it is true that papers and magazines are generally in decline , I continue to hear stories of local publications like the parish magazine continuing to generate leads at a low cost . I also hear tales of people spending fair amounts of money with yellow pages and achieving very little . So , look for the ultra-low cost and ultra-local options – these are the ones that can still work .

It is a mystery why businesses will sometimes use quite expensive advertising when they haven ’ t exhausted all the avenues that are low cost or free .

Get a website

With over 70 % of work coming from personal recommendation , that means that nearly half as much again comes by other routes . We found that 17 % of homeowners search on the Internet to find trade companies . It ’ s the next highest way after word of mouth recommendation .

Therefore having your own website is important . Try searching for your business online and the chances are that you will find it . However , when you don ’ t have your own site , the listing is likely to come from a third party . So , if you want prospects to see the information about you that you want seen , you need to provide it .

And of course , competitors with websites will be showcasing all their best work which can contrast with your lack of presence .

On your site you should highlight your contact details and exactly what services you can offer in which areas . You should also include stories and pictures of your work and testimonials from some satisfied customers . You can get your own website either by using a recommended web designer ( ask around ) or by using a service like WIX which allows you to do it yourself .

As the older generation pass away , connecting with new businesses through the Internet is only going to grow . In the future it ’ s likely to be the only way new business arrives when prospects have no word of mouth recommendations to go on .

Satisfy your customers

As mentioned before , recommendations are the largest generator of new business . The

With over 70 % of work coming from personal recommendation , that means that nearly half as much again comes by other routes . We found that 17 % of homeowners search on the Internet to find trade companies . It ’ s the next highest way after word of mouth recommendation

biggest influence on getting recommendations is the excellence of the work done , the attitude and reliability of the installer and leaving behind the feeling that the price was fair .

When something goes wrong and it ’ s put right quickly and efficiently , research suggests that the customer becomes more loyal than when everything went smoothly . This does actually make sense . That ’ s because the customer has learnt from experience that they can trust you . Prioritising work to

put things right is not only fair to the customer , it makes good business sense too .

Research with more than a thousand homeowners conducted by my company , Powered Now , found that 50 % see reputation as critical in deciding who to go with . This aligns completely with the feeling that recommendation is the top determinant in selecting an installer . That ’ s why doing quality work is the number one priority if you want to run a successful business .