What you’ll learn: In this blog, Luke will teach you how to figure out who your ideal client is.
You’ll learn how to take your power back when it comes to choosing where you want to work
and who you want to work with. As well as the ins and outs of dealing with clients.
How to target your ideal client by first identifying them.
What key traits you're looking for in your ideal client.
Define your lead generating process.
You’ll also be provided with a FREE template to help you create your own client avatar.
Let’s get into it!
As a tradie, utilizing marketing can make a huge impact on your business. However, when you
don’t know who you’re marketing to, that’s a problem! When you invest your hard-earned money
into marketing and cast your net out, you’ll definitely find some fish. However, not all of the
potential customers you come across are going to be a good fit for you. You’ll see what I
When I tell my new students that they can take back the power in their business and choose
where they want to work, and who they want to work for - they often look at me in SHOCK!
Think about it like this, when you fish, do you want to be on the surface of the water just hoping
to get lucky? Or would you rather be under the water, picking and choosing your fish with a
At some point, you became content with not having the power to control who you work for. So,
out of desperation, you take whatever work you can get. You then are either working on projects
you don’t like OR hardly working at all.
And it’s no surprise. You’ve done things the same way for so long, it has blinded you from
realizing that if you IMPLEMENT the kind of strategies I teach in my Million Dollar Accelerator
course, you CAN take the power back in your hands and continually work with your desired type
of client. The kind that is close by, pays on time and needs the projects that you like to work on
BUT, before we talk about the client, let’s talk about you for a moment...
A common dilemma most tradies come across is falling into the trap of being a handyman vs. a
specialist. And on the surface that seems to make sense - if you do more things, you may get
What you need to do is see yourself as more of a specialist rather than a generalist. Why? It
may seem counterintuitive, but it’s not as effective when it comes to earning you a 7-figure
Think about it. A surgeon that is a specialist in one area will make more money than your
average generalist mechanic that will replace your tires, check for leaks, and fix your brakes all
for one flat rate. You want to avoid being a ‘Jack of all trades, but a master at none’. And there’s
a reason for that...
People highly value the opinion of the specialist, rather than the generalist. Your clients need to
perceive you as a specialist, rather than a run-of-the-mill handyman. What your clients are really
paying for is the years and dedication you’ve spent harnessing your particular . So, obviously,
it’s something you know a lot about.
One thing I always tell my tradie students is that you must first discover what you’re really good
at and utilize what you do best to its fullest potential.
Here are some key factors that can help you decide:
What do you get the best feedback from
What field are you truly passionate about?
What gives you the most enjoyment?
It’s usually something you can complete fast
It makes you the most money.
By discovering this, it will allow you to narrow your scope and focus on high-end clients in a field
you love. In opposition to running around town each day, traveling far distances, doing a myriad
of services that you’re an intermediate at - with no time to spare and barely any sustainable
income coming in.
Developing Your Ideal Client Avatar
Once you’ve decided what niche truly fits you best, we now have to figure out what type of
person requires your service. In order to identify what type of client fits you best, you need to
identify your ideal customer. Having an understanding of where to hunt for the best food can
make all the difference when it comes to determining if you’re going to be eating today.
The key to doing this is to be as specific as possible when it comes to describing your ideal
client. You can’t get what you want if you don’t know what it looks like. Think of the people that
you enjoyed working for in the past. What did they all have in common? We’re going to teach
you how to create an identity for your client and then you’ll perform the exercise of filling out the
questions in the free template we’ll be providing with you.
First, I’ll give you an example of what an avatar should look like for your ideal client. This is all
relative to the field you choose and work in. For the sake of the demonstration, let’s say you are
a tradie that repairs construction equipment like jackhammers and pavement breakers.
Client Avatar Demonstration
Name: Bob Bob’s Location: Melbourne, Australia (only 15 minutes from you) Your Location: Williamstown, Australia Your Trade: Repairing construction tools Bob’s Age: 56 Married or Single?: Married Gender: Male Single income or Dual income: Single Do They Have Children?: Yes Homeowner? Yes Key interest: Expanding his company and developing buildings in Melbourne.
Hobbies: Golf, Cars, and traveling on the weekends with his wife.
Where Do They Hang Out?: Bob is a member of Facebook groups that are associated with
construction, he also attends major conferences for contractors in Melbourne.
Bob’s Background: Meet Bob. Bob is the owner of a construction company that is located in
Melbourne. His company typically gets tons of renovation and development contracts because
he’s able to outbid all of his competition. He works from 6 am to 3 pm, after that he’s out of the
office. Ever since Bob took over the company from his father, he’s expanded it, and now there’s
a huge workload on his hands.
Bob’s Problem: We know Bob is a high-end client because of his status, however, he has tools
that are worth over 30K apiece, they are broken from being used so much out on the job and
not being used. So, Bob orders his employees to fix them - however, they are NOT specialists
when it comes to repairing tools and in some cases, they can do more harm than good. Due to
this, the company can’t get more men out on the job because they’re fixing the tools.
Your Solution: You are just the guy that Bob is looking for. He needs a specialist that can work
on his tools, bring them back to OEM specs and help him save money. If the tool is worth 30K
you can charge half of that to repair it. Bob is overjoyed and loves that you can repair his tool for
half the price of what it would cost to buy a new one.
Summary: Due to us now having more insight on Bob - such as the status of his company,
where he’s located, what his office hours are, and what his major dilemmas are - we can now
effectively target Bob through our marketing and business approach
WHY DO YOU NEED THIS?
You’re not a marketer, neither is your job to be a salesman. By developing your ideal clients’
avatar, this allows you to provide an example of your ideal client to your marketing staff - now
they can effectively target that type of client. This way you aren’t chasing after your next job, it
can come to you.
Clients To Avoid:
Follow your gut instinct - it’s usually correct. First of all, make sure the client you’re dealing with
is in a field that you prefer. Avoid penny pinchers, people that are going to annoy you from the
beginning of the project all the way to end. These are people that are undervaluing your work
and not paying you what you’re worth. You need to be willing away from jobs that go away from
your morals and integrity. Value isn’t determined on time, but in the service you do, so someone
should appreciate it. It’s the quality of your craft that you’re getting paid for.
fill out your free client avatar template below to discover your ideal
Feel free to get creative yet realistic. Give your ideal client a name, and be as specific as
possible about their information. Take your time filling this out.
Tip: The client’s location should not be too far from where you are located.
Tip: When it comes to age try to be as precise as possible. Try to not go beyond 5-10 years
beyond your estimated age.
Married or Single?:
Single income or Dual income:
Do They Have Children?:
Where Can You Find Them?:
That’s all for today! I hope you were able to gain some insight from some of these valuable
lessons that can open up the door to new leads and clients.
Now, if you’re SERIOUS about being on your way to earn a 7-figure income then you’re going to
want to check out my Million Dollar Accelerator course. In it, you’ll discover everything you need
to know when it comes to maximizing your trade-based business.
I will also offer you a one on one consultation with me, together we can discover all of the weak
points in your business, develop your ideal client persona and discover how to get more clients
that is a perfect match for you.