Attracting New Clients
by Mike J. Agugliaro
How to Attract New Clients to a Service Business
(The Five Secrets to Marketing Success)
New clients are the lifeblood of your business.
But you don’t have them, which means business sucks.
These are the five secrets that you don’t know yet.
You spend hours of your time trying to come up with service business marketing ideas.
And it gets you nowhere. You’re chugging along well enough. But the business isn’t growing, the culture kinda sucks, and there’s no-one on the other end of the phone.
Something’s got to change.
You’re probably making a bunch of service business marketing mistakes that you don’t know about.
Or you might be so completely lost that you don’t know where to start on how to market a home service business.
Right now, you’re just another name in the crowd.
Do you want to know the secrets to attracting new clients to your business?
Of course you do. So how about we stop all of this talking and get right into what you need to do?
Secret #1 – Overcome Your Limiting Beliefs
We all go into business with these preconceived notions. These beliefs about what works and what doesn’t.
You may think that you can’t find the right people. That’s a limiting belief that’s complete nonsense. You can find great people if you know how.
Of course, there’s also some service business marketing ideas that you automatically assume won’t work. No-one’s going on social media to find your business, right?
That’s another limiting belief.
O.P. Almaraz is a Warrior and he struggled with his limiting beliefs:
- O.P. is a Warrior who owns a disaster restoration company in California. He was making some service business marketing mistakes all over the place.
He was investing tons of his money into the wrong places and getting nowhere.
- He eventually heard about CEO Warrior and gave it a try. He says it’s the best investment he ever made because it helped him get over his limiting beliefs.
- CEO Warrior’s board breaking session helped him to see he can’t constrain his business based on those beliefs.
- O.P. has been a Warrior for a little over a year. In that time, the business has gone from $3.5 million to $5 million.
You’ve got to stop limiting yourself. That mind growth opens you up to all of these opportunities that you never even saw before.
Once you overcome your limiting beliefs, you’re in a position to grow the business and pull more people towards it.
Secret #2 – Build Your Bag of Tricks
Now this is a concept that I cover in my book 5 Secret Game Changing Strategies. I’m going to share the basics with you here, but you’ll have to download the book to get the full scoop.
So what is your bag of tricks?
It’s the top five or ten items that communicate to a client what makes sense to do business with you.
Here’s an example.
Let’s say you’re looking at an HVAC install and the client’s on the fence. You’ve got your master communicator sitting down with them and they pull out a literal bag.
From that bag, they pull out a surge protector. And they say “At Company X we include a surge protector for all of our HVAC units. You get separate surge protection for every unit we install.”
Right away, the client sees you’re different from everybody else. You’ve just pulled an X-Factor out in front of their eyes.
Then you go into the “why”. Educate the client so they know why surge protection’s so important.
Your bag of tricks can contain all sorts of stuff that sets you apart. Got an A+ rating from the BBB? Put it in the bag. If it’s different to what the client’s seeing from others, it’s part of the bag of tricks.
Now here’s why this is one of the best service business marketing ideas. You’re not just upping your chances of landing that client. You’re impressing them so much that they’ll recommend you to other people.
That’s how to market a home service business. Show them what makes you so much more awesome than all the other stuff they’ve seen.
Secret #3 – Stop Wasting Money on Crappy Marketing
There’s good and bad marketing. I don’t want you making the service business marketing mistakes that so many others make.
But let’s be honest. You’ve thrown money away on so much crappy marketing in the past.
Mark Doll definitely has. He entered The Warrior Den in 2018 and he hasn’t looked back.
- Mark Doll runs Professional Heating and Cooling, which offers plumbing and heating services. He came to CEO Warrior with a bunch of marketing issues.
- Mark says he had no idea where to invest his money. That meant he spent tons of cash on crappy marketing that wasn’t going to get him anywhere. He’s even worked with a plumbing business coach before. But he’d only taken the business so far before it stalled out again.
- Mark just wasn’t getting new clients.
- That changed when he became a Warrior. Mark’s no longer using crappy marketing. And in just a few short months, his business went from $700,000 per year to more than $1 million.
Crappy marketing doesn’t get people to care about your business. Here are a few of the service business marketing mistakes I see people making:
- There’s nothing separating you from the other businesses out there. You’ve got tons of marketing materials but everybody forgets your name the second they stop looking at what you’re putting out.
- Your marketing isn’t prompting people to take action. You’re just telling them what you do. You’re not making it so that they have to get in touch.
- The marketing’s hitting the wrong audience. If you’re not targeting the right people, even awesome marketing materials become crappy.
You’ve got to establish yourself as the go-to brand for whatever service you provide.
Secret #4 – Define Your Path
What do you want to achieve with your business? What targets have you got in place?
You may wonder why I’m asking these questions when I’m talking about how to attract new clients to a service business.
It’s simple. If you’ve got no defined path in place, you can’t market effectively. You’re going to have this scattershot strategy that’s not hitting the right people with the right messages.
That happens because you don’t even know your own message.
Dan Wilson had that exact problem.
- Dan Wilson owns WM. H Wilson Enterprises Inc., which is a service business that his dad founded back in 1955.
- Dan had hit a wall. The business hadn’t seen any sustainable growth for years. It was all pretty flat when he came to CEO Warrior.
- The business had no forward momentum because it didn’t have a defined path.
- Now that he’s a Warrior, Dan’s carved out that path. He knows what he wants to achieve with the business and it’s finally moving forward for the first time in years. After just a couple of months, he’s seen new prospects increasing every day.
What your business wants is more important than it’s ever been before. In fact, 62% of people say that shared values affect their purchasing decisions.
How are you going to share any values with anyone if you can’t even define your path?
Secret #5 – Build a Client Avatar
What does your ideal client look like?
Don’t tell me you’ll just take anyone. That’s why you’re making so many service business marketing mistakes.
You’ve got to know who your ideal client is to create the marketing strategies to attract new clients. Remember that point about marketing from earlier? This is where that comes into play.
You’ve got to build an audience avatar to help attract the clients you want to your business. That means asking some key questions, including:
- How old is your ideal customer?
- How many kids do they have?
- What does their house look like?
- How old is their home?
- How do they pay?
Any question that helps you paint a picture in your mind is worth asking.
Here’s why. The more detailed your customer avatar, the easier it is for you to make marketing materials that appeal to them.
When you know what your customer looks like, you can create marketing that appeals specifically to them. There’s no more putting a bunch of general crap out there. You can tell your customer “this is who we are and this is why hiring us benefits you specifically.”
That’s what new customers want to hear.
The Final Word
I’ve shared a lot of service business marketing ideas with you here. Let’s boil it back down to the basics:
- Figure out what your ideal customer looks like so you can market specifically to them.
- Define your path so you can create a vision that connects you to your audience.
- Stop letting your limiting beliefs tell you what’s “possible” in your business.
- Create the bag of tricks that’s going to make you stand out.
- Stop wasting money on the service business marketing mistakes that get you nowhere.
- Our Warriors’ stories show you that we can help you achieve all of this so you can attract new clients to your business.