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How to increase trust from your customers

The primetime TV schedules are filled with programmes about dodgy tradesmen. The Great British public likes nothing more than getting worked up about cowboy builders. And lets face it, there are plenty of them out there. But one consequence of this low cost, high ratings filler programming is that trust in tradespeople is at an all time low.

Everybody seems to be convinced that builders, plumbers and sparkies are all charlatans out to rip them off. That’s why establishing trust with clients is so important.

Establish a good relationship based on trust and it could win you a lifetime’s worth of work from the client. Plus, people who trust their builders are much more likely to recommend you to friends and family. Word of mouth advertising is by far the most effective and cost efficient (you can’t beat free).

So how do you go about building trust from naturally suspicious clients?

The government’s TrustMark scheme is a helpful starting point for clients looking for reliable tradespeople. All you have to do is sign up to a code of conduct and you will be allowed to use the TrustMark logo. This will demonstrate to clients that you are serious about what you do and willing to publicly commit to it.

Another scheme is Trusted Traders, run by Which? It’s a database of rated tradespeople and a non commercial enterprise.

There are also commercial options, such as Checkatrade, Trustatrader and Ratepeople, which are based on users experience, although you do need to be a bit careful with these, as they can be open to abuse.

If you find yourself on the receiving end of bad reviews it’s crucial that you tackle them publicly. Respond online where it is visible and ask the client to be more specific, then offer to rectify any problems and stress that you always guarantee your work. This kind of ‘responsibility taking’ can work in your favour and turn a negative review into a positive situation.

 It’s in the details

Make sure that your quotes are accurate, detailed and well presented. This will instil more trust in the client than scribbled bits of paper, even if the numbers are lower. Make sure all costs, materials, labour and taxes are laid out clearly and offer to explain anything the customer does not understand.

It’s also vital to prove that you are covered by the relevant insurances, which should put their minds at ease. Also, offer to give references from previous clients once you have checked they will be happy to act as referees.

Respect the homeowner’s property at all times and behave as you would want someone in your house to behave. Always comply with all laws and regulations. Do things by the book and there is no room for misunderstanding.

 Move forward

Remember that trust is an on-going process. It doesn’t stop with your current client. Make sure they are happy with the job you’ve done and get feedback. If there are any issues, iron them out then and there. Remember that if they trust you, they’ll be your clients for life, as will their friends and family. If the trust stops once you’ve been paid, it’s really not that much use. Always carry it forward.

Do all of the above and you can be sure you won’t turn up on a programme about cowboy builders while you’re eating your tea.

For many tradespeople, especially those striking out on their own, gaining leads for work is one of the biggest stumbling blocks to success. Once you’ve got jobs coming in regularly you need to work hard, provide a good service and keep customers happy and work will seem to flow. However, it’s getting the ball rolling that’s often the hardest part.

Many tradespeople seem to be in the dark about how to pick up leads and the different channels that exist to get work. So, we’ve created this guide to help you turn your small, well-formed snowball into a colossal town-destroying behemoth.

In the following guide we’ll be looking at the following sections. These have all been identified as key areas that can help you to build your leads. By taking a closer look, we’ll help you to identify areas you need to work on to grow your business.

• How to make the most of networking
• Building your word of mouth
• What you need to know about find a tradesperson sites
• Why accreditations could be vital
• Getting involved in forums
• How to use local directories effectively
• Why you shouldn’t be afraid of DIY digital marketing

Keep reading to see how it’s done. But first, here’s the ‘why?’

How increasing the volume of leads is vital for business growth 

Whether you’re starting out on your own from a parent company or beginning from scratch at the bottom of the ladder, the common denominator is getting work. You may have an extensive contacts book to fall back on, which will help, but even experienced tradespeople need to source new jobs now and then.

You need leads to be able to convert into work. Wherever they come from, leads are the raw material of a successful career, and if you’re not in a position to employ someone to follow them up, the responsibility falls on you.

In the trades, work breeds work. Doing a job can often be very visible, and often people will simply come up and ask you about availability. When you’re on a job, display your details somewhere visible, be friendly and try to get to know clients, neighbours, and other locals. Word of mouth is one of the most powerful lead generators in the business, which leads us nicely onto our next point.

Enhancing word of mouth

We’ve written extensively about this topic in the past, precisely because it is so important. Building good relationships with clients and ensuring they are happy is essential to increasing your word of mouth. Keep your clients 100% happy and not only will they provide you with work for a lifetime, they’ll tell their friends and family about you too. There are plenty of tradespeople who find regular work for whole careers from just a small group of interlinked people. Put in the extra half a day here or there, go that extra mile to deliver the goods and the rewards are exponential.

It’s also important to politely ask for referrals and references for online sites, as these can be invaluable to your digital presence.

What you need to know about word of mouth:

• Word of mouth requires hard work
• Never underestimate the importance of recommendations
• Ask for references if appropriate

Simple solutions that get big results.

Useful links:

Tips on how to build your word of mouth advertising from Forbes magazine, one of the worlds leading authorities on good business.

https://www.forbes.com/sites/pauljankowski/2013/03/13/4-tactics-to-build-your-word-of-mouth/

 How to network for lead generation

Networking is a bit of a dirty word and few people really enjoy doing it, yet there’s no doubt that it works. There are plenty of formal networking events you can attend to spread the word. But networking doesn’t have to be a formal affair. As we’ve mentioned above, be chatty and open, talk to people where you’re working, and you’ll get noticed.

When working on jobs in areas where you think you can target more leads, make up some leaflets and drop them through the letterboxes of neighbours. There’s a good chance they’ve seen you working and the extra push of advertising that a leaflet can give will help to get your name and number out there.

It’s also important to remember that it’s a two-way street. If you want to network efficiently, you have to be prepared to give and take. Recommend people you trust and hopefully they’ll do the same for you.

Getting accredited from the relevant bodies always helps to improve your reputation, and establishments that offer these courses and certificates are great places to meet fellow tradespeople and make contacts.

Top tips for networking successfully:

• Be pro-active about networking
• Use a rage of networking methods, from old to new
• Network with the right people

It might not be your favourite thing to do, but it gets results.

Useful links:

Forums for all types of businesses, where you can get involved and get your name out there.

How to use on-line directories and review sites to generate leads

These days more and more people use online sites to find tradespeople, so you need an online presence. Trusted tradespeople sites are go to places for anyone looking, so you need to be on here and have good reviews. Sites like Checkatrade and Trustatrader can make or break you – they’re that important these days.

Ask clients to review your work (again it comes down to doing a good job) and if there are negative reviews, respond directly and openly, and you can turn these into positive feedback.

How to use the net to improve your profile and visibility:

• Monitor your online presence, it pays to know what it says about you online
• Participate and interact with clients online, even if they’ve given negative feedback

Use the power of the net to your advantage and you’ll notice the results.

Useful links:

Online tradesperson checking and rating sites. You need to know what’s been said about you online.

https://www.checkatrade.com/

https://www.trustatrader.com/

Simple digital marketing techniques and social media

A recent survey of 10,000 tradespeople by IronMongery Direct found that 92% still rely mostly on word of mouth advertising to generate leads. While the 60% of these who still found this to be the most effective way of finding work may have a point, that doesn’t mean it’s the only way. After all, there is more than one way to skin a cat.

You can easily use online social media sites like Facebook and Google+ to advertise, targeting specific industry areas and clients. Pay per click advertising and Google adwords are also ways of increasing your online presence. However, there are plenty of places where you can do it for free too. Check out the many forums for local residents and make yourself known on there. Become an active member of online sites and offer to help answer questions, it’s all good PR for your brand, which is exactly how you need to see yourself in the modern world.

Online and digital marketing is easier than you thought, just remember to:

• Vary your advertising and networking channels
• Get to grips with and use online marketing tools and social media
• Target the right groups online for more effective lead generation

Tick the above boxes and you’re on the right track.

Useful links:

A detailed guide about how to increase your digital marketing from The Huffington Post.

https://www.huffingtonpost.com/roger-bryan/5-simple-digital-marketin_b_4816425.html 

How to handle increased leads from an admin perspective

By using a combination of all of the above methods, you should be able to improve lead generation and conversion rates. When this happens, you need to be ready to deal with it. There’s never such a thing as too much work. Providing you are well organised to deal with it, with efficient quoting, invoicing and contact systems in place, you won’t have to spend hours on admin.

Get on top of your admin systems and when the work starts rolling in, so will the good times.

Key things to remember for staying on top of paperwork:

• Organise your work in one place
• Use an online quoting and invoicing service to standardise
• Allocate time at the end of the day to focus on admin
• Don’t let paperwork build up as it can cost you work

Little and often is the key to good organization.

How to put this into practice

Of course, all of this is all very well and good in theory but putting it into practice isn’t always quite so easy. Staying on top of lead generation and networking involves a bit of elbow grease and some good organisation. Here are some top tops on how to do it well.

• Set aside some time each week. Build it into your schedule to work on lead generation. An hour a week or twenty minutes at the end of the day spent working on your social media accounts, forums, or leaflet dropping should be an integral part of your core business.

• Courses can be very effective. Social media and online marketing can seem daunting but the reality is they’re really not that hard. You just need the right instruction on how to do it. Enroll in an evening course in digital marketing or get a knowledgeable friend to show you how it all works. It’s always a good idea to add new strings to your bow.

• Get expert help. If you really haven’t the time or capability to work on your led generation then employ an expert to do it for you. There are plenty of small marketing firms out there that can help, as well as online tools. The outlay on expert help will more than likely easily be covered by the extra work you can bring in as a result.

• Focus your energies. Very often the most effective marketing and lead generation strategies are the most focused. Work out what it is exactly that you’re looking for. Where do you your potential clients live? What do they do? And where are they most likely to come across you? Once you understand this you can focus your energies in that area. Leaflet drops in the right streets, advertising on the right forum, and networking with the right people are all far more effective than blanket coverage, and much cheaper too.

The chances are, most of your customers will pay you within a reasonable amount of time. But at some point in your trade career, you will almost inevitably encounter a customer that will either put off paying time after time or simply refuse to pay at all. When this happens, you need to know how to react, what your options are and, perhaps most importantly, what not to do.

Why the customer is not always right

Most tradespeople work on their reputation, so dealing with non-paying or late-paying customers can be really tricky. But by sticking to your guns and following the advice below, you should be able to collect the money owed to you.

There are myriad reasons why customers can’t or won’t pay, and you need to be clear what these are before taking any steps. As always, prevention is better than cure but there are options open to you in almost every situation.

Rogue customers: The problem explained

Imagine the situation, you’ve spent days or weeks working on a project, purchasing materials and carrying out agreed work. When the job’s done you send an invoice only to be treated to stony silence.

You follow up and still nothing. The customer won’t return your calls and never seems to be in. Then, when you do finally get hold of them, it’s excuse after excuse, or worse, an outright refusal to pay.

This kind of scenario plays out time and again all over the UK, and it’s one that most tradespeople will experience more than once in their career. Back in 2008, builder Nigel Gray built a conservatory and porch for his client.

After numerous bounced cheques and excuses, Gray finally decided to take action. After approaching Ardur Council, the owners of the property to get the go ahead, Gray and his colleagues dismantled their work, brick by brick. The images were splashed all over the newspaper and Gray became notorious. But what else was he supposed to do?

For Gray it was a matter of principle but for others, non-payment can be a case of destroying the whole business. Going to court and following up non-paying customers can be prohibitively expensive, not to mention time consuming. It’s simply not seen as an option for many.

Unfortunately, going to court is a last resort for some but here’s what you can do to prevent the situation reaching that conclusion.

Get it in writing

Creating a contract for every job you do can be time consuming but in the long term it could save you countless hours of stress, not to mention thousands of pounds. Agreeing with the customer beforehand what is to be done, for when and how much it will cost in a legally binding document is one sure-fire way of ensuring payment and fewer problems on jobs.

Of course, we realise that you’re not a lawyer and would rather get on with what you do best. But there are contract templates available that do most of the hard work for you.

The Federation of Master Builders is a trade organisation set up in 1941 to protect the interests of small and medium-sized building firms. Become a member and they can offer advice and provide access to contract templates you can use for building work.

Do your homework: Initial credit checks

When customers choose builders, they often do their research. They ask around for references or use online sites like checkatrade.com to ensure they are reliable and aren’t cowboys. Most decent tradesmen understand the importance of reputation and references, and recommend customers always use reputable tradespeople. But why should this only be a one way process?

If you’re entering into a business relationships with someone, you have every right to know a little bit about their background. You are as entitled to know if they are in a position to pay as they are to know you’ll do what’s agreed.

There are numerous online credit check companies such as experian.co.uk that let you check customer’s credit ratings, so you can be sure they are in a position to pay.

Be consistent

You need to make sure that you’re consistent in everything you do. This could prove to be extremely important further on in the process if things are not resolved. It’s vital that you invoice when you say you would, and that invoices are clear and payment breakdowns are thorough. Never give the customer an excuse not to pay.

Leave it too long to invoice and the psychological damage can be done. Invoice when the details are fresh and there is less room for wriggling out of payment. If a customer doesn’t pay you initially, for which there are many legitimate reasons, follow up regularly and in person. Do this within a set time period, say ten to 15 days. Most of the time the matter will be settled at this stage. But keep accurate records of when you send invoices and try to get confirmation of receipt at every opportunity. If necessary, keep a contact log and record all dates, phone calls and other important information, especially if you get a sense the situation may escalate.

It’s often a good idea to have a colleague or third party contact the customer, acting as an accounts manager, to maintain a professional distance. Offer the customer alternative payment options, such as instalments, and try to get an agreement in place for payment.

You can also try contacting the National Mediation Helpline, which is an alternative dispute resolution service (ADR). This is the place you can resolve payment matters before they go to court.

What not to do: Illegal tactics

Non-payment can be incredibly frustrating but it’s important you don’t overstep the mark. This could severely hinder your chances of payment at a later date. There are laws in place to protect you, including the Supply of Goods & Services Act 1982, but once you step outside the law this is more difficult to use in your favour.

You are of course entitled to chase up customers for payment but never stray into harassment. Call at reasonable hours, at regular intervals (not one after another) and don’t make unsustainable claims about what might happen if they don’t pay. Maintain calm and don’t resort to threats or use of third party bailiffs.

It’s also important not to take to Twitter or other social media sites to publicly shame customers or insist they are a credit risk, as things like this can land you in legal hot water. The last thing you need is a defamation suit hanging over you.

Remember that your customer may well be keeping a record of interactions or contact log too (some customers will go to extreme lengths to avoid payment). You can imagine how this kind of thing can look if the matter does end up in court.

See you in court

It’s not ideal but if all else has failed, the final resort is taking the matter to court. The law will deal with the issue impartially and usually fairly. If you have signed contracts, a contact log and well-kept records, your case will be significantly stronger.

File a suit in the Small Claims Court. You don’t need to hire a solicitor to do this so it will keep costs down. The Small Claims Court is a function of the wider County Court and the specific type of court you use will depend on the amount you are claiming.

• Small Claims Track for claims under £5,000
• Fast Track for claims between £5,000 and £15,000
• Multi Track for claims over £15,000

To start the process, obtain a claims form from the court or download one from the HMRC website. Once completed, take two copies to your nearest court and they will assess the claim, serving the defendant via the post. They will then need to respond to your claim to settle the matter either by payment of through a court proceeding. If they do not respond, you can then follow up the matter. Fees and costs will depend on the amount in question.

If the amount is relatively small and fixed, you can also use the Money Claim Online service. This is dependent on various conditions.

What if a client has no way of paying?

Sometimes customers don’t pay because they simply can’t. This is a slightly trickier situation because it is not necessarily anyone’s fault, but remains very frustrating. Once formal insolvency processes are underway, you can’t start any action to reclaim money or debts. You can, however, present a petition to the court if you are owed more than £750. This may then result in an individual voluntary agreement (IVA) to be paid back part of the sum you are owed over time.

In conclusion

Non-payment is never ideal but unless you’re very lucky, it will probably happen at some point. The important thing to remember is not to panic. There are ways and means to get what you are owed and the law is there to protect you. Think smart, document everything and seek help from the relevant places and hopefully the matter will be resolved quickly. And even if not, as long as you follow the procedures, the courts will decide in your favour.

6 awesome ways to gather and use testimonials

Word of mouth is by far the best way to advertise and win more work. Recommendations from clients to their friends and family are far more effective than any amount of commercial advertising. And the best part is, it’s completely free. Getting a recommendation for work from a client who trusts you costs nothing and can result in a lifetime’s worth of work.

So, how do you go about building word of mouth? Here are six ways to do it. 

1. Do a good job

Deliver what you promise, keep quotes detailed, accurate and easy to understand and your clients will be happy. And happy clients are the key to word of mouth. But even happy clients don’t always recommend you, which is why a gentle push now and then can help to enhance your word of mouth potential.

2. Build trust

Of course, you can’t force anyone to recommend you. But by developing good relationships built on the solid foundation of trust, it will be much more likely to happen. Deliver on time, to budget, and respect the client’s property at all times.

3. Ask (politely) for recommendations

You can also request that clients recommend you or write reviews on tradespeople trust sites.

There are numerous sites clients use to check your work. From government and non-commercial schemes such as TrustMark and Trusted Traders run by Which? to commercial sites like Checkatrade and Trustedtrader, you need positive reviews to build a good reputation. Ask kindly if clients will write positive feedback here and it will help to create a positive image of your work.

4. Not all press is good press

Contrary to the popular maxim, not all publicity is good for business. The main problem with trusted trader sites is that they are open to abuse and just one bad review can scupper years of hard work. Just one unhappy (or unhinged) customer can result in you losing lots of work.

You need to tackle this problem head on and out in the open. Respond to the review and ask for more details. Explain your actions and offer to put right any work they are not happy with. This can help to turn the situation round.

Of course, prevention is always better than cure, so try to make sure all clients are 100% happy before you finish any job. 

5. Cultivate your reputation online

Make sure that testimonials are front and centre on your website, as these can often be the most powerful part. You don’t need hundreds but a selection of good references will help to instil confidence.

Try to get clients to publicly recommend you on trade sites and social media too. The more people talk about you in a positive way, the better.

6. Provide references

Always offer to give new clients references, and have a couple of clients ready to act as referees (once you’ve checked they are happy to do so). New clients might then be happy to add their names to the list of those willing to recommend you.

YourTradebase have researched and pulled together some of the most interesting growth hacking stories from the worlds most well known 32 tech companies. Scroll through and find some amazing marketing inspiration to help grow your business.

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How more detailed quotes lead to better projects

Appearances really do matter. As much as we may protest to the contrary, we all make hundreds of value judgements and decisions each day based entirely on the way things look. It’s hard wired into our psychology as an innate protection system. If something doesn’t look like we expect it to, it sets off alarm bells. This explains why creating detailed, professional looking quotes can be instrumental in getting more work.

Just imagine the situation: you ask two separate electricians for a quote to rewire your house. One quote comes back neatly presented, with a company letterhead, a detailed breakdown of costing, materials, labour, taxes and contingencies. The other is a number scribbled on a crumpled bit of paper. Your decision will be affected as much (if not more) by the value judgments you make of these differing quotes as the actual prices quoted.

After all, when it comes to a detailed, skilful and technical job like wiring, you’ll probably go for the neater, more organised and better attention to detail option. It just makes sense.

How to increase the detail in your quotes

So, it pays to put more detail in the quote. You need to demonstrate that you haven’t just plucked a number out of thin air. Create a clear and detailed breakdown of how you arrived at your price. Include the cost of materials (which can be estimates but are better if they are accurate as these can be checked), labour costs, VAT and other taxes, plus any other expenditures. If you can’t account for it, it shouldn’t be on the quote.

Why this works

Having more detail on your quote increases the conversion rate because it proves to the client that the price is accurate. The actual numbers don’t matter so much. Again, psychological studies show that people don’t mind paying more if they are confident they will get a good service. Your accurate and detailed quote demonstrates that you are taking the job seriously in a way a random number scribbled down does not. Clients are more likely to trust you and use your services if they feel valued and informed from the outset.

How to make sure it’s working

This is the tricky bit, as it’s hard to test out whether you’re quotes are working without risking losing work. It’s not like you can deliberately send out bad quotes just to prove your detailed ones are more successful.

However, you can ask for feedback from clients. Once you have started the job or when you’re finishing up, ask if the information on the quote was clear or if there was anything they didn’t understand. Most clients will be happy to help.

You can also use your friends, families and colleagues as sounding boards. Present them with sample quotes, and even borrow some from other tradespeople to see how yours compares. The more feedback and the wider the sample group, the better. Through a process of fine-tuning, you can improve your quotes and win more work. However, it’s important to remember that people are all different and that sometimes, you just aren’t the right person for the job. That’s how it goes, move on to the next project and learn from it.

From start ups to global companies, no business can afford to ignore the power of word of mouth. In fact, if you asked most successful CEOs or company managers what is the most effective form of gaining new customers, they would tell you it’s word of mouth.

For small business who can’t afford to shell out fortunes on advertising campaigns, word of mouth is absolutely invaluable and can be the difference between surviving the tricky first few years and becoming just another failed start up statistic.

Word of mouth research

Not that it’s just about being able to afford advertising. According to research by Nielsen, 92% of people trust recommendations they receive from friends and family more than other forms of marketing. Less than half of those questioned found paid marketing to be credible.

Of course, it’s all very well understanding the importance and effectiveness of word of mouth, but making it work for your business is not so easy.

Making word of mouth work

These days, social media plays a huge part in spreading the word. 85% of fans of brands or companies on Facebook recommend them to others and nearly half are more likely to buy new products when learning about if from friends and family. So targeting these forms of media can really help.

However, never underestimate the power of good old-fashioned customer service. Positive feedback is the driving force of repeat business. Leave your customers satisfied and they will come back to you again and again. Go out of your way to provide a good service and they’ll bring a friend. Keep this positive loop going and you’ll soon be the talk of the town and your appointment book will be full. If this positive feedback can be visible on pubic forums like Facebook, and dedicated trade sites like Checkatrade, then this can be magnified.

Of course, just as positive reviews can bring repeat business, negative ones can drive people away. You need to do everything you can to avoid them. However, if you do get bad reviews, it’s not the end of the world. We all have bad days, and we all make mistakes. And sometimes, just sometimes, you’ll find a customer who will never be happy or just loves making trouble. The key to dealing with negative reviews is to tackle them head on. Respond openly and publicly on the forums, offer to address the issue and reassure the customer (and the rest of the reading public) that you take responsibility. This kind of public and honest approach can surprisingly work in your favour.

Lastly, the number and frequency of reviews is very important. With fresh mentions of your company name appearing on Google searches all the time, this has very positive SEO ramifications. It’ll bump you up the rankings and make your site more visible to search engines – all of which is good for business.

So, ask your customers (in the nicest possible way) to leave you a review. Do it in return for a small discount or an extra bit of work. It all helps and, with the power of word of mouth, a little extra effort goes a long way.

You can find out more about the power of word of mouth and how to make it work for you by checking out the YourTradebase guide here.

When you work for yourself, at some point you’ll have to make the big decision: are you happy to keep ticking over in employment or do you want to build a real business? Of course, there are pros and cons for both but that’s another blog for another day. But the chances are that if the sun is shining, you’ll want to make hay.

If your appointment book is full to bursting, there’s never enough time in the day to fit in all your customers, and the phone keeps ringing with new enquiries, it could be time to make the leap. Here are six steps for starting and growing your business

1. Have a clear vision and purpose

From the outset you need core values. Decide where it is you want to go and then get there. ‘Seeing what happens’ was never the path to success. With a clear goal, it’s easier to be determined to reach it.

2. Be realistic

Taking step one on board, now it’s time to assess if you’re being realistic. Goals are good, but only if you can feasibly achieve them. Don’t set out to be Apple. Know what you’re good at, and more importantly what you’re not. Set your realistic goals after a good long look at your ideas.

3. Develop strategy

With goals in place, now it’s time to work out how to get there. You already know where you want to go (step 1) and have figured out where you are on that road (step 2). Now you need to develop a way to reach your targets.

4. Execute

With clearly defined and realistic goals, and a solid plan of action, now it’s time to make it happen.

Of course, the specifics will be different for each company. A new media start up will have different goals, strategy and execution from a window cleaning business. But the basic principles are exactly the same.

5. Business milestones

Along the way, every growing business will reach certain milestones. Whether that’s taking on their first employee or turning over £1 billion. It’s important to recognise these building blocs to success. Once you reach a milestone, write down what the next target is. It could be a certain amount of turnover each month. Once you hit this, increase the figure and then aim for that. These short-term targets will help to drive the business.

6. Growth hacks and top tips

Some companies are able to discover short cuts in the growing process. Either by clever marketing or innovative strategy they can grow rapidly and establish themselves in the market place. When Facebook started it limited users to college students. This created an idea that it was a young and exciting company. Spotify initially only allowed users who had been recommended, spreading word of mouth and making it seem exclusive. Viral marketing and social media hacks have also proven to be very successful.

Through clearly defined goals, clever strategy, identifying milestones and good old fashioned hard work, you can grow your business and make it a huge success. Or you could just keep things ticking over. It’s up to you.

At YourTradebase, we surveyed 1,001 small business owners to find out whether they think paperwork is preventing their business from growing. Our latest infographic highlights the results of this survey; including how much time, on average, business owners spend on paperwork across the country.

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At YourTradebase, our new infographic features 10 of the World’s Most Extreme Jobs. From a Cave Diver to a Professional Stuntman, we highlight what you can expect from the job role, the risk factors involved and how much you can expect to earn from one of these thrilling occupations.

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Writing quotes can be very time-consuming. Very few builders enjoy quoting and costing new work, but it’s essential for keeping the work flowing through your business.

So, how do you more easily write quotes that win you work?

Quoting new building work takes time and effort, so maximising your chance of winning that work means less chance of wasted time and effort.

For you and your builders business, quoting keeps work flowing and sets customer expectations on what you’re delivering from the start.

For homeowners, quotes are peace of mind and a critical tool for deciding who to award the work to. The Citizens Advice Bureau considers getting a written quote from builders a top tip for homeowners, Whilst The Homeowners Alliance goes a step further and recommends written quotes as a way to avoid rogue tradesmen:

Never accept a verbal quote, except perhaps for the very smallest jobs that are just a few hours work. Always get a written quote for the job, detailing the costs for the brief.

There’s little doubt that quotes are important, but how can you make writing (great) builders quotes more effective?

When should you write your quote?

Paperwork is usually the #1 frustration amongst builders running their own business. It’s safe to say that invoicing and getting paid isn’t that frustrating, so most of this frustration must stem from quoting.

Surveys suggest 84% of customers are frustrated with the speed and quality of quotes from builders. Tweet this

If you’re spending your time make sure it’s got a great chance of paying off – and while you’re there, make sure you giving great quotes to your customers!

Q: When should I write my building quote for my customer?

A: Just as quickly as you can!

Producing a speedy quote is a chance to showcase how your business will perform if you win the job. Quoting quicker can give you a competitive edge, but can also free up your time (and save you stress).

Think about how quoting currently fits into your day: chances are, you’re surveying new work, then creating your quotes once you’re home in the evening. Or worse, you might be letting quotes build up until later in the week.

That means finding time to sit down to complete more quotes or estimates in one go – at the expense of switching off or spending time with your family. It will also mean you’re quoting for work when it’s not fresh in your mind, which runs a risk of forgetting details or customer requests.

How much easier if you were quoting for the majority of work whilst surveying it? Or even within a few hours?

You could be getting quotations completed without sacrificing your social time, your customers would be super-impressed, and it would also mean you’re not stressing yourself out by stockpiling paperwork to complete at some later date.

Being able to produce quotes quickly – and whilst you’re on the road – requires just a little planning and using some smart tools (there are Estimating software for the building trade to help get you started).

How do you write your quote?

What kind of quote-writer are you? Here’s our quick run-down of how you might be doing things:

What’s your quotation tool of choice?

Builders quote or estimate?

A question to consider when providing a written price for your customers; should you provide a quote or estimate?

To decide what’s best for you – and your customer – consider the difference between a builders quote vs. estimate. We’ve written a quick guide for tradesman on quotes vs estimates, but here’s a quick recap for builders:

There’s more advice for homeowners on the difference between estimating and quoting available on the Citizens Advice Bureau website.

Your customers will care whether the price you’re providing is accurate or just an estimate, so being clear on what you’re providing (and if relevant, why) will build trust with your customer and ensure expectations are set from the start.

What should you include in your builders quote?

What would your customer expect to find on your written quote?

Here’s a checklist of questions to consider when writing your builder quote or estimate:

General quote details to include

• Is this a quote or an estimate?! Refer to the above and ensure you’ve clearly marked which you’re providing.
• Is there a reference number? An optional inclusion – including a reference number is handy if you’re producing a lot of quotes and need to identify which your customer is referring to with any enquiries.
• Who is this quote for? Address your customer in the quotation.
• How long is the quote valid for? Including a date is very important if you’re only prepared to complete the work quoted within a set time period. Stating a validity period can also add some gentle urgency, with your customers knowing they have a time limit on making a decision.

Breakdown of work being quoted

• What work is involved? Detailed account of the work required. By providing a breakdown of the work included, you’ll avoid confusion in the future and give your customer peace of mind about what they’re getting – and for how much!
• Have I included all the relevant work detail?
• What’s the total price? Total price including any Tax or VAT breakdown
• Am I breaking down the cost? Does your customer want to see a breakdown of all the materials and work line-by-line or is a total cost suitable?

Relevant terms and other details

• Deposit required? Let your customer know what your payment schedule is and if any deposits are required to get started.
• What’s next for your customer? Make sure you’re communicating what your customer needs to do if they want to progress with the work… there’s no point in spending time and energy quoting, just to leave them asking “what now?”.
• Have I crossed my t’s and dotted my i’s? Are my terms and conditions included – or at the least, have you told your customer where they can get a copy to review? What about any relevant VAT, company or trade association numbers – have those been provided?
• Have I sold myself? Including any trade associations, memberships or accreditations is a great way to promote trustworthiness. Customer testimonials can also be relevant when your customers are reviewing your quoted price, so this is a great time to include those, too.

How much detail should you include?

By providing plenty of detail for the building work you’re completing, you don’t leave your customer guessing which work is included and which isn’t. It also serves as a clear outline of exactly what work you plan to complete to avoid confusion or arguments later.

You vs. the competition: When deciding how much detail to include, consider how much detail your competitor might be included in their quote. Your quotation will be a factor in who your customer decides should do the work (and not just because of the price). More detail probably wins in gaining trust and peace of mind with the customer.

It’s also important to consider how you detail the work your customer will get. Customers don’t buy your building skills and expertise, they buy the work you’ll be completing. Focus what you’re selling based on what you’re customer will benefit from.

As marketing expert Samuel Hulick says:

People don’t buy products; they buy better versions of themselves. When you’re trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?

Focus on the benefits of the work you’re quoting for, not just what you’re going to do. What will your customer gain by having you complete that work? That’s what they’re buying, so that’s what you should be selling.

What else should you include when writing an estimate?

Be clear the cost you’re providing is an estimate, and wherever possible, outline where the amount (and cost) of work might increase.

Although there’s no legal obligation to state this much detail, it’s courteous and sets expectations from the start. Be clear and build trust with your customer for a smoother job.

5 Rules for for writing better quotes

Here’s our cut-out-and-keep guide to keep you on the right track when thinking about how your trades business quotes for new work:

A word-of-mouth referral is a very powerful marketing tool, but how do you make the most of them, And how do you encourage more of these recommendations?

They say good news travels fast, and for good tradespeople, good news travels fast to new customers.

When your quality of work is high, you’ll find customers are happy to recommend you to their friends and family.

As a result of being recommended, your chances of winning that new work is much higher.

That is the power of word-of-mouth referrals, but how do you make sure it’s working for your trade business?

What do we mean by word-of-mouth?

A word-of-mouth recommendation happens when a customer you’ve completed work for in the past recommends you to one of their friends or family members.

That friend or family member has then contacted you about work they would like to have completed.

That’s a word-of-mouth recommendation.

For the majority of people, there’s a sense of satisfaction from passing on their good experiences for others to share, and this is often enough to drive word-of-mouth recommendations.

What makes a word-of-mouth recommendation great?

There are several reasons that successful tradespeople find word-of-mouth recommendations great for business:

• Increased chance of work. If a friend or family member has recommended a tradesperson, there’s a higher chance that that tradesperson will win the work. In a time that cowboy traders are well advertised, recommendations are well valued by customers.

• Reduced spend on advertising. Getting new leads can be costly. Word-of-mouth recommendations come to you with an already glowing reference! You don’t need to spend a penny advertising to those customers.
• Social recommendations work. Word-of-mouth is a powerful tool because social recommendations come well trusted by customers. If someone they know has been happy with your work, chances are, so will they be.

• Good level of trust from the start. Building trust is an important part of building a strong relationship. When you have been recommended, you already have a common ground with your new customer – your previous customer! You won’t be a complete stranger.

• Testimonials not required. Although it’s still a good idea to offer testimonials and examples of previous work, your word-of-mouth recommendation comes with a glowing testimonial from your previous customer, so the quality of your work is known from the start.

Besides word-of-mouth recommendations making good business sense, what’s the alternative? Paying for advertising and trying to win over cold leads is an expensive business.

According to behavioural psychologist Adam Ferrier, humans are motivated to take action by two things: pleasure and pain. We either chase pleasure or we avoid pain. Sigmund Freud also called this the Pleasure Principle.

Word-of-mouth customers are avoiding the pain of choosing the wrong tradesman by selecting you based on a recommendation.

There’s a good chance that word-of-mouth recommendations are already working for you, but how do make the most of these recommendations?

How to maximise your chances for word-of-mouth recommendations

To increase the chance of your customers recommending you, excellent service is a must. That includes:

• Excellent project delivery. Make sure you’re on time, every time, to budget, and to specification. Meet and exceed the expectations of your customers by delivering all your projects in a professional way.

• Great customer service. Delivering your projects to a high standard also helps you deliver great customer service. Keep your customers happy with good, clear communication throughout the project.

• Strong relationships. Great customer service and professionalism helps build strong relationships. A relationship built on trust is more likely to lead to your next recommendation.

• Market yourself. How easy is it for your customer to pass your details onto friends? Leave some business cards or leaflets and let them know they are for any of their friends or family who need a similar service in the future.

• Ensure there’s more to your work than a cheap price. Remember – you don’t need to compete on price. Emphasis your service and the end result of your work (which includes happy customers!) and leverage the recommendation to cost the work properly.

It doesn’t end once with one referred customer. Your new customer could give you your next recommendation, and that customer could recommend you again, and again, and on and on.

Make sure you continue to deliver work to a high standard and keep encouraging those referrals…

5 easy ways to encourage more word-of-mouth referrals

Here are our top 5 tips to encouraging more word-of-mouth recommendations from your customer.

1. Make it easy by doing great work

Do great work and recommending you will be a no-brainer for your customers.

Remember why your customer would recommend you to others – because they’re confident the quality of work will be good and you will be reliable.

Great work will lead to recommendations.

2. Ask for feedback.. and referrals

If your customers know that you truly care about their opinions, they could be more likely to tell a friend.

This is especially true if you act on what they have to say. Leave comment cards or setup an online survey. If you receive a useful tip and implement it into your business, contact the customer and thank them for the suggestion.

Ask your customers if they know anyone who could benefit from your service. You’ll be surprised at how happy customers will help you do the same great work for their friends and family.

3. Use social media as a referral channel

Social media can be the perfect channel for encouraging customers to refer your business.

One great review on Facebook could get your business in front of a person’s entire social circle, including family, close friends, colleagues, and work contacts.

One study shows that 81% of social media users say that their purchases are impacted by friends’ social media posts.

Make sure you make the most of recommendations via social media by asking your customers to post some pictures of your work on Facebook along with a review if they are happy with the work.

4. Finish the job the right way

If you’ve delivered a great job, then once you’ve finished your customers are likely to be at their most happiest.

Take this opportunity to follow-up with your customers and keep you in their thoughts as they tell their friends how happy they are with their new heating system, extension, windows, garden fencing – whatever service you offer.

Here are couple of ideas for finishing off in the right way and keeping yourself in your customers’ mind:

• Send a job completion letter or email to your customer. Thank them for the opportunity to deliver their project and ask them for any feedback and referrals they might have.
• Invite your customers to complete an online survey about how they  found your work.
• Leave your customer business cards and leaflets to give out to anyone else interested in your work.

5. Promote your feedback… even to strangers

Testimonials from strangers can still work towards a recommendation.

Ask your customer for testimonials and promote them on your web site or social pages.

Show that you’ve got happy customers, and potential customers will start becoming more confident about becoming your next customer.

Further reading on word of mouth

There are lot’s of great articles and resources around the web to help you grow your business using word of mouth referrals. Here are a selection to get you started:

• Word of mouth in construction is rife: Construction Marketing Blog
• Word of mouth at the speed of light: Construction Marketing Ideas
• Word of mouth is the best ad: Business week