Boost Sales By Discovering How To Make Your Trade Business Stand Out
What you’ll learn: In this blog, Luke will teach you how to boost your sales by discovering your point of difference in order to make your trade business stand out from amongst the myriad of trade companies that are doing the exact same thing you are. Let’s get into it!
Competition, competition, competition! Thousands of new development projects are going on every day, so, how come your business isn’t getting any of the work that your competition is?
Being able to out-smart your competitors can make all the difference when it comes to making your trade business rise to the top amongst the sea of other trade-based companies.
And that’s exactly what I’m going to teach you today.
The good news is that you’re in the right field if you want to generate a 7-figure income. However, if you can’t figure out how to make your business stand out, your company won’t have a chance. Don’t fall for the lie that says, ‘there isn’t any work out there’.
There are huge Contracts being signed every day, I would know - I sign them all the time. The reason my trade-business is #1 in Australia, and I’m signing 7-figure contracts instead of my competition is because I’ve discovered the point of difference for my company.
And you need to do the exact same thing!
Don’t just take my word for it, before I show you how to develop your point of difference, I want to open your eyes to the type of income you can generate, as well as show you the high demand there is for trade-based businesses. I’m going to show you what your competitors DON’T WANT YOU KNOW!
Let’s look at the statistics together to see what it means for both you and your competition.
I’m about to show you some stats that may both worry and excite you.
You’ll see what I mean...
Something that most tradies need to understand, is that if things are bad for Australian infrastructure, it can deeply affect your business. If no new homes are being built, if there are no new homeowners to buy them, and no construction is going on, it closes the door for new potential clients and projects
According to the Australian Industry and Skills Committee
“The Construction industry is focused on the construction, demolition, renovation, maintenance or repair of building and infrastructure. It covers a wide range of services, from planning and surveying to structural construction to finishing services such as painting and decorating. The Construction industry generates over $360 billion in revenue, producing around 9% of Australia’s Gross Domestic Product, and has a projected annual growth rate of 2.4% in the next five years.”
From the data above we can see that the construction industry generates over $360 billion in revenue in Australia. That means in terms of Australia's infrastructure, new buildings are being developed each day, projects are getting worked on, and 7-figure contracts are getting signed.
This image below shows the top 5 occupations that are in demand, in Australia. And guess what? They are trade-based professions!
So, don’t be fooled. There’s plenty of work to go around. As a tradie, people will always need your service. It’s just a matter of who the clients choose to be serviced by.
Still skeptical? I’ll even take it a step further!
We’ll talk about residential homes for a moment. Let's face it, residential homes (when done right) can cover a large part of income for tradies - depending on your field, it may be your bread and butter.
After researching the latest data from the real estate market, I have some good news for you! The Housing Industry Association shows new home sales jumped 87.2 PERCENT from a month earlier in June 2020! Even in the middle of a pandemic, the clients that can be reached are still booming...
“Australia's new home sales jumped 87.2 percent from a month earlier in June 2020, rebounding from a 4.2 percent fall in the previous month, data from Housing Industry Association showed. It was the first increase since coronavirus restrictions were introduced in March and the highest monthly result since 2001…”
Here’s the graph to prove it.
Take this as good motivation. This shows that if you strategize correctly and use the lessons I teach you in my Million Dollar Accelerator course, you can reach these new clients and your business can still thrive even in uncertain times just like all of my students
So, you may be wondering what does all this mean for the average tradie, like yourself? What does this mean if you are in a niche that is not primarily reliant on new builds - maybe your bread and butter is really renovations? Take a look..
Let’s make a quick summarization...
Construction is going up as well as new housing, which means millions of people are going to need renovations! That means that every new building or home that’s being developed is going to need electricians, plumbers, general contractors, carpenters, roofers, HVAC - you name it!
That’s why this is the PERFECT time to own your own trade-based business.
So, what’s the problem that I’ve been trying to show you? You’re not the only game in town. There are companies that are excelling where you are failing and that's why they’re getting all the new work and you’re still relying on referrals. There’s a HUGE DEMAND for you as a trade-based business owner, but you are losing it all to your potential clients to your competition by not being able to stand out and offer more value.
So what do you do?
One of the ways to separate yourself is to discover your point of difference.
How To Discover Your Point of Difference
All of the new projects and clients that are circulating are going to gravitate to the trade-business that is the top dog in their area. In my Million Dollar Accelerator course, I cover EVERYTHING you need to do in order to get your business directly in front of every potential client.
Amongst the many things I teach, one thing I want to share with you is how by discovering your point of difference.
You may be wondering what I mean by point of difference. A point of difference is when you can offer or do something that separates you from all of your competition. It’s basically, what makes your business stand out. You have to begin to ask yourself the right questions like, “What can I do in my field, right now, that my competitors aren't doing?”.
Here are the rules of discovering your point of difference. It must be something that:
Doesn’t cost you a lot of money
Doesn’t take up your time
You’re able to perform it quickly!
I’ll share an example from my personal experience.
Here’s what I did with my business. Early on, I started my own roofing company. I quickly noticed that I needed a way to separate myself from amongst the herd. I began studying my competition, seeing what my options were and then finally - it hit me!
One thing no one else was doing in all of Australia (at the time), was offering a free roof report with their quotes. Yes, it was that simple. Think about it, when you tell your client their property is damaged some issues can arise.
They immediately think how much it’s going to cost them, they have no idea about the technical work that needs to be done and they can be uncertain that there is an issue, to begin with - thinking you’re just trying to get a quick buck out of them.
Much like when you go to a mechanic and he tells you there’s something wrong with your car that you’ve never heard of. Assuming you’re the average client, you have really no way of seeing if the damages he’s talking about are even true. You’re not a trained mechanic.
thus, it leaves room for the client to reject your assertion
With a roof report, on the other hand, this issue was non-existent. I was able to show people real evidence that their roof was damaged and document the ‘before and after’ process. The idea worked out so well that my company even would fly a drone over the roof to show the client proof that there were damages
This boosted my transparency with the client as they could easily see that something was wrong and it made sense for them to pay for it. They then rationalize your prices because they see the extra value and the work you’ve put in. If you want to charge premium dollars you need to offer a premium experience.
I didn’t know it, but I started a business trend. All of a sudden all of the other roofing companies tried to keep up with me by offering a roof report - but by that point, it was too late. The early bird got the worm! I can’t even begin to tell you how my sales began to skyrocket as I became both an authority and trailblazer when it came to getting your roof repaired
What are some tips for discovering your point of difference?
The best way to start is to do your avatar training (link to the previous blog about that blog here), then review your competitor websites and note down the things they do well. Even call your competitor, see if you can get business appointments with them in order to re-engineer your competitor’s business system. Shhh! It’s a secret.
See what their process is, and take it to the next level.
Study your market, your competition, and business model and seriously think about what it is that you can do differently
Here’s another idea you can do…
Leave something that people can physically have. Like a brochure, it may be old school but it works. Leave something tangible and exciting. A booklet of a ton of “before and afters” are a great solution. Show your clients that you perform outstanding work. Everything has to be established perfectly, right from the beginning. Everything from your website to your marketing plan.
You need to have everything put together so neatly that it’ll make your customers want to work with you. Keep this in mind, you don’t want your first impression to be your only client's only impression of you.
Have a whole presentation ready for your clients. Leave something with them that will leave a lasting impression. Include info that also outlines your customers' journey into your company - from meeting them to completing their project. They should already have an idea in their minds about how the whole process should look like. Make a presentation.
How will figuring out your company's point of difference help you
Easily convert leads into paying customers once they see the value
Justifiably offer higher prices because you offer more value!
Beat your competition!
What were my results because I added a simple roof report to my business?
Within the first year of running my roof business, I went from having very few employees and projects, to being ranked on Google as the number one roofing company in Melbourne. Within that same year, I signed contracts worth one and a half million dollars in contracts - that were renewable! Our lead conversion boosted up to 50%!
Now, these were just a few examples. If you’re tired of being your town's local overworked handyman and want to begin making 7-figures, check out my Million Dollar Accelerator course. You can also begin having a one on one consultation with me and we’ll thoroughly go over your business, discover the barriers that are stopping you from growing, and discuss what the Million Dollar Accelerator course can do for you. If you’re serious…