In this episode we break down one of the biggest reasons trades and construction business owners lose work every single week even when their quality is miles better than the competition. It is not always your price, the economy or the amount of competitors in your area. More often than not, it comes down to how you communicate your value.

Most trades try to sell using logic. They explain what they do, how they do it and why they are good at it. But customers do not make decisions logically first. They decide emotionally and then use logic to justify the decision afterwards. That is why benefits and pain points matter more than features, and that is exactly what this episode focuses on.

If you have ever had a customer say “we will have a think” and then disappear, or you have lost a job to someone cheaper even though you know your work is better, this episode explains exactly why that happens and how to fix it. When you learn how to speak to the right benefits and the right pain points, customers stop comparing you on price and start seeing you as the safest and most obvious choice.

This episode is highly relevant if you are a plumber, heating engineer, gas engineer, electrician, builder, joiner, carpenter, roofer, landscaper, plasterer, tiler, decorator, driveway and paving contractor, fencing contractor, bathroom fitter, kitchen fitter, flooring installer, loft conversion company, extension builder, window and door installer, air conditioning installer, solar installer, bricklayer or groundworker.

🔑 KEY LEARNINGS FROM THIS EPISODE

You will learn how to:

• Understand the difference between features and benefits and why features alone do not sell

• Translate what you do into emotional outcomes that homeowners actually care about

• Identify the hidden fears that influence buying decisions like stress, regret, disruption and being burned

• Use pain points to build trust instead of sounding salesy or pushy

• Communicate reassurance, safety and confidence before talking about price

• Stop justifying your pricing and start positioning your service properly

You will hear clear real world examples across multiple trades, including:

• Plumbing and heating

• Electrical work

• Roofing

• Landscaping and paving

• Carpentry and joinery

• Bathrooms and kitchens

• Extensions and loft conversions

• Solar and energy upgrades

You will also see how this way of communicating should be applied consistently across:

• Your website copy and service pages

• Your social media posts and short form videos

• Your conversations in a customer’s home

• Your quotes, proposals and follow up messages

⭐ JOIN OUR 170000+ TRADES COMMUNITY

Join the UK’s biggest Facebook group for trades and construction business owners:

https://www.facebook.com/groups/1821484254786832

⚒️ RESOURCES AND TOOLS MENTIONED IN THIS EPISODE

• ChatGPT: https://chat.openai.com

📩 CONTACT HARRY

Email: support@elitetradescommunity.co.uk

Facebook: https://www.facebook.com/harrywilkinsonroi/

If you want help improving your messaging, marketing, quotes or sales process, feel free to reach out using the details above.

🔍 If you...

Welcome to the Elite Trades Community Podcast, the show built for trades and construction business owners who want to grow properly, get off the tools, earn more profit and build a business that gives them more freedom. If you are a plumber, electrician, builder, joiner, carpenter, landscaper, plasterer, roofer, tiler, decorator, HVAC engineer, renderer, kitchen fitter, bathroom fitter, window fitter, groundworker, solar installer, fencing contractor or driveway installer, this podcast is for you.

If you are feeling stuck doing everything yourself, this podcast will help you get clarity and direction. Most trades owners end up grafting all day then quoting at night, juggling customers, suppliers, materials, admin and staff problems with no structure or plan. This podcast gives you the tools and strategies to break that cycle.

Inside each weekly episode you will learn how to grow your trades business with more control, more confidence and more predictable results. You will understand the real steps required to come off the tools, improve your margins, scale your operation, lead a proper team and build a business that runs without relying completely on your time and energy.

These episodes are short, practical and focused on giving you steps you can use straight away. No fluff. No waffling. No filler. Just clear and proven strategies for real trades and construction business owners.

You will learn how to:

• Generate consistent high quality leads every week

• Build a predictable sales pipeline

• Create profitable offers and price jobs properly

• Improve your cashflow and avoid feast or famine months

• Install systems that make your business easier to run

• Build a reliable team that takes responsibility

• Stop working evenings and weekends

• Automate repetitive tasks and save hours every week

• Use job management software to stay organised

• Understand your numbers and increase your profits

• Use clear processes to reduce mistakes

• Become a stronger leader and step away from the day to day

• Create freedom by scaling yourself out of the time consuming work

The UK’s biggest community for trades and construction business owners.

👉 https://www.facebook.com/groups/1821484254786832

You will learn about tools and platforms such as:

• Job management systems

• CRM and sales tracking tools

• Marketing platforms for lead generation

• Automation tools to save time

• Google Ads, SEO and content strategies

• AI tools to simplify admin and operations

• Systems and processes that help your business scale

(These tools are discussed throughout the episodes)

Email: support@elitetradescommunity.co.uk

Facebook: https://www.facebook.com/harrywilkinsonroi/

If you want support with marketing, systems, lead generation or scaling your trades business, reach out anytime.

how to grow my trades business

how to get off the tools

how to scale a construction company

how to systemise my business

how to...

In this episode I show you how to turn your website into a proper lead generating machine that brings you better clients and higher value projects on autopilot. If you are a plumber, electrician, builder, joiner, carpenter, landscaper, roofer, plasterer, tiler, loft conversion specialist, extension builder, window fitter, bathroom fitter, kitchen fitter, groundworker or any other trades or construction business owner, this one is for you.

Most trades websites look the same and do almost nothing to win work. Visitors land on the site, see a boring headline, a few before and after photos and a basic contact form and then disappear to the next option. In this episode you will learn how to build a website that grabs attention in seconds, builds trust fast and gets visitors to actually take action.

You will see how to improve your above the fold section so people instantly know what you do, where you do it, who you do it for and what to do next. You will learn how to use strong branding, personal videos, unique selling points, social proof, case studies, copywriting, clear calls to action, lead capture, speed, mobile performance, SEO, analytics, tracking and vetting so your website turns more of your visitors into real enquiries.

🔑 KEY LEARNINGS FROM THIS EPISODE

You will discover how to:

• Build an above the fold section that clearly explains your service, area, ideal client and main call to action within seconds

• Use personal branding and company branding so visitors feel they are dealing with real professionals and not just a faceless outfit

• Create strong unique selling points that separate you from every other local trades business and justify higher pricing

• Use social proof with video testimonials, written reviews, before and afters and case studies placed in the right parts of your site

• Show your expertise with accreditations, guides, explainer videos and helpful content so people see you as the expert, not just another quote

• Add credibility signals like insurance, memberships and manufacturer partnerships to calm fears about cowboys and no shows

• Build proper showcases of work that help people imagine working with you and picture the outcome in their own home

• Use clear calls to action on every page so visitors always know what to do next

• Improve your copywriting so your website speaks to real people and answers the questions they are already thinking

• Make it effortless for people to contact you with short forms, clickable contact buttons and instant confirmation messages

• Connect your social proof, copy and contact options so there is always a clear next step

• Speed up your website and fix technical issues so people do not drop off while pages are loading

• Set up local SEO, solid service pages and useful blog content so the right people in your area can actually find you

• Install analytics, tracking and pixels so you know what is working and can follow up with the right visitors

• Use vetting forms and conditional logic to filter out time wasters and focus on serious customers

⭐ JOIN OUR 170000+ TRADES COMMUNITY

Join the UK’s biggest Facebook group for trades and construction business owners:

https://www.facebook.com/groups/1821484254786832

⚒️ RESOURCES AND TOOLS MENTIONED IN THIS EPISODE

• Google PageSpeed Insights: https://pagespeed.web.dev

• GTmetrix: