Trade Business Owners - Discover how you can attract better clients, win more business and increase your profits at the same time.

1. How to Win More Business
… at Higher Margins

2. Welcome
 Relax
 Enjoy – eat, drink, connect,
 Be Open – take notes, ask how?
 Phones, parking, toilets
 Participate – share
 Contribute & Win…
 Link to slides – slideshare.net/trade insights

3. Today…
Take home…
1. Tools to significantly increase conversion rates
2. Ways to increase profits
3. Game Plan to implement these tools
4. Real example/case study

4. • Conversion up from
27% to 73%
• Av. $ job from $7,000
to $13,500
• Gross profit per job
from 38% to over
65%
Case study…
Luke

5. Who is PROTRADE United?
We believe in a united effort and collective
knowledge to help you find an even better way
to run your business…
Trade specific solutions in…
• Strategy – income, cash flow, profit, team development
• Accounting – financially well organised, minimise tax,
• Marketing – online & offline
• System Integration – streamline IP into the cloud & protected

6. Why PROTRADE United?
Ultimately for 3 reasons…
1. To give you the luxury of an unhurried life
2. To raise the standards of trades and related
service businesses around Australia
3. Decrease the anxiety and depression related
deaths amongst trades

7. Some of our clients…

8. Quick hello…

9. Breaking the Mould
How to make the transition from being a
‘tradie’ to a
professional of your trade…

10. Challenges…

11. Does it get any easier?
Don’t wish it was easier.
Wish you were better.
Jim Rohn…

12. Your own economy…

13. Psychology vs. Skills/Ability

14. Are you prepared to change?

15. Earning potential with your
hands?
$000’s

16. Earning potential with your
head?
$000,000’s

17. Existing
* # Lead/Enquiries 500
x
* Sales Conversion Rate 30%
=
Total New Jobs 150
x
* Average Job Value $ 3000
=
Total Income $ 450,000
The power of leverage

18. Existing
10%
Increase
* # Lead/Enquiries 500 550
x
* Sales Conversion Rate 30% 33%
=
Total New Jobs 150 182
x
* Average Job Value $ 3000 $ 3300
=
Total Income $ 450,000 $ 600,600
The power of leverage
33%Increase

19. Existing
10%
Increase
20%
Increase
* # Lead/Enquiries 500 550 600
x
* Sales Conversion Rate 30% 33% 36%
=
Total New Jobs 150 182 216
x
* Average Job Value $ 3000 $ 3300 $ 3600
=
Total Income $ 450,000 $ 600,600 $ 777,600
The power of leverage
33% 73%Increase

20. Existing
10%
Increase
20%
Increase
50%
Increase
* # Lead/Enquiries 500 550 600 750
x
* Sales Conversion Rate 30% 33% 36% 45%
=
Total New Jobs 150 182 216 338
x
* Average Job Value $ 3000 $ 3300 $ 3600 $ 4500
=
Total Income $ 450,000 $ 600,600 $ 777,600 $1,521,000
The power of leverage
33% 73% 240%Increase

21. Default vs. Design

22. Change…are you up for it?

23. Need a recipe…

24. Adapt the ideas…
To suit your business and
target customer…

25. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Build amazing VALUE
3. Create world class PERCEPTION
4. Build TRUST as quickly as possible
5. Be DIFFERENT
6. HELP… don’t hold up

26. Who is the ‘target’
customer?

27. Who is the ‘target’
customer?
Sweet Spot
10-15%
Majority
70-80%
Smaller Market
10-15%
Larger Market
10-15%

28. Dream
Client
Profitable
Pay
PleasurePartner
Pathway
Who is the ‘target’
customer?

29. Where is your VALUE?

30. Perception = Reality

31. Perception = Reality
• Brand touch points
• Uniform
• Signage
• 1300 #
• Voice Mail
• Business email
• Stationary

33. How to build trust…FAST?
1. Do what you say you were going to…when you
said you would…in the manner you committed
2. Be a ‘Visible Expert’*
3. Present as a professional*
4. Educate – DON’T sell*
5. Provide real examples/case studies*
* = Credibility Pack

34. Credibility Pack

35. Who do you choose?

36. Better is NOT Better!
DIFFERENT is
Better

39. Even if it doesn’t make sense!

40. What has been valuable?

41. Need a recipe…
Ingredients…
1. Key TARGET Customer
2. Build amazing VALUE
3. Create world class PERCEPTION
4. Build TRUST as quickly as possible
5. Be DIFFERENT
6. HELP… don’t hold up

42. • Conversion up from
27% to 73%
• Av. $ job from $7,000
to $13,500
• Gross profit per job
from 38% to over
65%
Case study…
Luke

43. Case Study… Pre
• NO plan/system
• NO clear target market – everything to everyone
• NO clear differential
• NO website
• NO voicemail – just voice to text
• Unshaven, dirty when meeting customers
• Constantly late
• No question guide
• Rough quotes done – email through, 1 - 2 weeks later

44. Case Study… Changes #1
• Created a system/game plan – target client
• 1-page website
• 1300 #
• Voice Mail recording
• Created a Credibility Pack – educated…
• Booked client visits at set times – email & SMS
• Shaved, dressed professionally
• Arrived on time
• Took Tim Tams

45. Method…
1. Build CONNECTION
2. Gather INTELLIGENCE
3. Present the SOLUTION
4. ASK for the business
5. FOLLOW UP and follow through
Need a recipe…

46. People buy
YOU first…
CONNECT!

47. 1. Initial call/enquiry – explain the steps
2. Book F2F meeting
3. Email information & confirmation
4. SMS
5. Arrive with Credibility Pack
6. Be prepared
7. Converse
The touch points..

48. Language

49. Language
Replace with
Appointment Chat/Time to get together
Quote Plan/Proposal/Outline
Cost or Price Investment
Contract/Agreement Paper work/Form
Deal Opportunity
Sign Authorise/OK/endorse
Problem Small challenge
Objections Area of Concern
Cheaper More economical
Pay Fix up/Take care of/ Look after

50. Ask questions…
Be
curious!

51. NOT…

52. Present in person…

53. Follow up…

54. What has been valuable?

55. Combine Hi Tech
With
Hi TOUCH!

56. C.R.M.

57. C.R.M.

58. Meeting Schedule

59. Job Management

60. • Conversion up from
27% to 73%
• Av. $ job from $7,000
to $13,500
• Gross profit per job
from 38% to over
65%
Case study…
Luke

61. Case Study… Pre
• NO plan/system
• NO clear target market – everything to everyone
• NO clear differential
• NO website
• NO voicemail – just voice to text
• Unshaven, dirty when meeting customers
• Constantly late
• No question guide
• Rough quotes done – email through, 1 - 2 weeks later

62. Case Study… Changes #1
• Created a system/game plan – target client
• 1-page website
• 1300 #
• Voice Mail recording
• Created a Credibility Pack – educated…
• Booked client visits at set times – email & SMS
• Shaved, dressed professionally
• Arrived on time
• Took Tim Tams

63. Case Study… Changes #2
• Ask set questions
• Took photos
• Created a Home Improvement Plan
• Presented in person
• Increase pricing, upsold extras – plants, services,
• Follow up effectively/promptly
• Thankyou gift on acceptance of job
• Completed on/before time
• Asked for referrals
• Thank you gift on completion

64. What has been valuable?

66. What ACTION will you take?

67. It’s interesting you know…
Most of business owners will…
• Hear what we say,
• Understand it intellectually,
• Agree with all the principles,
• Get excited about what’s possible
• KNOW that it is the thing they should
do, yet…

68. Do nothing!
What gets in the way…
LIFE
!

69. Which leads to?

70. Your opportunity to get clear
Complimentary Strategy
Session
• Where you are
• Where you want to be
• The Game Plan to get
your there…

71. Participant or Spectator…?