Aug. 23, 2023
Ep 141 The Electrician's Trust Blueprint: Niche Marketing and Beyond
Wondering how trust can be the game-changer in the world of electricians? Are you contemplating how niche marketing can enhance your outreach? Tune in to our riveting conversation as we take you on a journey exploring niche marketing for electricians, and the paramount role of trust in this equation. We break it down, from the subtle differences between being well-rounded and well-trusted to how homeowners prioritize immediate solutions and conveniences that electricity brings into their lives. Get ready to see your trade from a new perspective.
The magic continues in the second part of our conversation as we delve into the nuts and bolts of trust-building. Here, we dissect the significance of authority, affinity, credibility, longevity, and other key pillars in establishing trust. We discuss shared backgrounds and experiences as tools for building rapport, and how you can use them to your advantage. We wrap up the episode by emphasizing the importance of a healthy family culture for your business and its role in fostering trust with your target audience. Don't miss out on these insightful strategies to improve your sales, pricing, and service delivery. Catch the wave of trust and ride it to the shore of success.
Join us LIVE 5 days a week on the Facebook Community page:
https://www.facebook.com/groups/electricpreneursecrets
And see us and our stories and wins at:
https://www.serviceloopelectrical.com
00:04 - Niche Marketing and Building Trust
15:20 - Building Trust for Electricians
26:37 - Electricpreneurs Secrets - Episode Wrap-Up
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Hello, hello, hello, and welcome back to another episode of Electric Paneur Secrets, the Electricians podcast, where a couple of master electricians with business addictions go live five days a week to help you master your sales, simplify your pricing and deliver premium level electrical service.
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Now today, unlike the other days of the week Monday and Tuesday already had us we're at hump day now and Joe's actually on vacation.
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We are without Joseph the Salesbot, lou Canny, but never fear, clay the Pleasant Peasant Neumeyer is here, as you can see.
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That's literally on my title on the screen today.
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If you're with us in the Facebook Electric Paneur Secrets group, then you're seeing that the Pleasant Peasant is now my official title.
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If you've just got here and you didn't know why that is, it's likely something to do with the fact that I am Canadian.
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I do live north of the border and I'm so polite, so pleasant, that I'll hold the door open and then thank people for walking through.
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Oh, we're having fun.
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So, guys, I got to jump on the Facebook.
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Here I'm seeing someone saying hello, I want to be able to engage with you guys as we go through this today.
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Let's get on that Facebook group.
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Here we go.
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So how's everyone doing today?
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That's my first question as we continue this niche marketing journey.
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And, guys, if you're not a member of Facebook and you're not interested in becoming a member of Facebook again and you're listening to this on your favorite podcast channel, then never fear.
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You can reach out to us in other ways, such as our website at wwwservicelopelectricalcom.
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There's a number of contact forms and good information there to help you guys out with that.
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So, that said, we've got some really powerful stuff to go through today.
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Here's my live feed.
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I can see myself now.
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Greg's with us.
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Hello, greg, just saw you in class.
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Brother, appreciate it, okay, guys.
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So let me know this If you're in the group, you're watching this and you're not driving right now.
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If you can type, if you can put a hand up, let me know.
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Have you ever niche marketed your business?
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Do you take active approaches to building trust in your market?
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Do you have a complete marketing strategy that goes beyond Google, that goes beyond website and SEO and just shoveling cash out to get that stuff done?
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Man, this is important, these conversations because I want you to connect with people.
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We want you to be able to connect with people at a higher level, and something we hear so often, we experience we've been talking about it all week is how we can feel well-rounded as an electrician and we feel that's the advantage.
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Hey man, I'm well-rounded too.
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I come from an industrial project background.
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I've done home service, I've done pools and hot tubs.
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I've worked on big generators and small.
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I've done a lot of this stuff too.
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So it can be so difficult to want to narrow down our speak, our marketing, how we convey our messages.
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It can be so difficult to decide who to speak to and who to diss.
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Kind of like planning a wedding right, at some point you're running out of tables and seats.
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Well, this is like that.
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Your marketing is like a wedding.
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You're not going to hear that anywhere else.
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By the way, I'm going to go ahead and dub that absolutely hilarious, and if I could take anything back, it might be a reference from marketing to weddings on this podcast.
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But you know what.
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We're going with it.
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Okay.
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So who to invite, who to diss right In your marketing?
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Let's stay with this parallel In your marketing.
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If we get specific and we speak specifically, doesn't that mean we're saying notice some other people?
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Doesn't that mean we're turning some people away?
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Well, here's the thing Well-rounded does not equal well-trusted.
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It's not that you can't be well-rounded and well-trusted, don't get me wrong.
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I'm well-rounded too.
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I said it myself.
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But being well-rounded isn't actually helping you build trust.
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As they say, the master of, or the jack of all trades, master of none right, talking about mill rights, of course, but that's a real principle that applies Jack of all trades, master of none.
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Now think about that as it applies to you and your target market within electrical.
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I mean this is kind of counterintuitive, because everything we've learned, everything we've grown through, everything we've aimed to become through our trade training was just an electrician, but we didn't realize it was happening is, as we were training, we were falling into a very specific place in the electrical field.
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And I love electrical, I love electricity, I love the fact that there's so much that we can do.
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So don't get me wrong.
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I love the fact that I'm well-rounded, I love that I can work on a VFD, I love that I've worked on so much with programmable logic controllers and I can wire a doorbell at a house.
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It's cool to be able to do all those things.
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It's cool to just understand the fundamentals of everything.
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But please recognize what we're speaking to this week is niche marketing, how to build trust in your market.
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Homeowners really don't care about the other stuff.
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Do you want to know what the homeowner market cares about?
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Speaking generally, they care about what's in front of them, they care about what's next.
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They care about what causes them pain in the morning, what causes them inconvenience, what causes them time delay.
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They care about those same things at lunch, at coffee, at dinner, at night.
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They care about how electricity contributes to helping them raise and keep their family safe.
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They care about how their friends perceive them.
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They care about the connections that are built.
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They care about being able to have friends over for dinner and have great lighting around it.
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They care about being able to travel around their home at night and not trip and fall over stuff.
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They care about not having extension cords run all over the place.
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These are all specific, specific little areas, right, landscape lighting, how your house looks from the curb these are all specific needs.
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They care about what happens with these rolling brownouts and the blackouts in their area.
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They care about the times utility lets them down or the medical equipment they require on 120-volt power or 240-volt power that goes when they don't have a generator or backup power situations.
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They care about the environment sometimes and feel that EV vehicles are the way to solve that, and thus they care about having an EV charger and the ability to have an EV vehicle charged EV vehicle I know I'm saying that too much, right An EV charge at their house that doesn't take 18 hours because they plugged it into an extension cord to a 120-volt outlet.
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These are all the specific needs and pain points that they care about, and if we'll speak to those specifically, what will happen, guys?
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What will happen next?
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What I can tell you from experience.
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You hear us say this over and over and over.
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Don't listen to what we say, watch what we do.
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I'd never ask you, guys to do something that we wouldn't do.
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If you follow us, it's because we've spoken to a specific problem that you care about, and so what we want to help you do is the same for your clients, and so building trust, really focusing on trust, even over authority, is a powerful play that you can leverage.
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You set yourself up as an authority, but the angle you work is for trust.
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Why, why, guys, is this phrase coming to your mind?
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People do business with who they know, who they like and who they trust.
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That phrase has never been and will never be.
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People do business with who they see as an authority.
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People do business with who they see as a well-rounded, experienced electrician.
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That's not the phrase.
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That's not how it went.
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If it went that way, sure, but it's not how people act.
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It's psychologically not how we actually respond and cause a transaction, and so that's not the way it's spoken.
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People do business with who they know, like and trust, so shouldn't we put a little bit of effort into that, a little bit of emphasis into that?
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Now I'll bridge you back to something we've already given away.
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We've already given away before what we would call the Facebook cheat sheet.
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If you're listening to this, if you're with me in the Facebook group right now, live, you, go ahead and throw a hand up, if you can, or let us know that you've already gotten that Facebook cheat sheet.
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And if you haven't, good news.
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We're in another marketing week and I'm happy to set you up with that.
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Facebook's a powerful place.
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Social media is a powerful place.
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Most use it for authority.
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I was guilty of this myself Until this year.
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We really didn't have an active marketing strategy to target building trust over authority.
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You'll still see authority posts and engagements from us that demonstrate we know what we're doing here, but not as frequently as you'll see me talk about who I am as a person, not as frequently as you'll see me talk about who we're trying to become, the experiences we're having, right, what we're listening to to help us grow, what we're doing to become everything we want to become, and and how we're helping people become.
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Secondary to that.
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It's totally relevant.
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It's totally there, as you know, right.
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If you've ever put your hand up for any of these value pieces, like the Facebook cheat sheet, you've seen it.
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We've strategically structured a post to speak to the conversation in your head, to get you to say you know what he gets it.
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That's authority, right, and you might be doing that in your electrical business by saying things like number one electrician in your area and when they go to Google and they see all the reviews to support it.
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But the problem we're targeting this week is how much competition there is around that.
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So would it be wrong of me to go outside of my way here today to help you guys with a little list like a checklist, a trust building checklist?
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Would that be valuable for you guys?
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Cause that's what I want to go into next year.
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When you have trust as the specialist, people know why they call you.
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When you have trust as a person, people know that they like you and if you already have that stuff built up in advance, then the transaction becomes easy.
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We see evidence of this when people just reach out to us.
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I love you guys, I love when you reach out and we love to help.
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So it's no surprise guys.
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I'm just being transparent with how we make use of these very same principles.
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People reach out who I've maybe never had a full conversation with before, maybe we've just had a couple of touch points, or maybe they've experienced our content by investigating, researching us, showing up for all of our posted content, all the free stuff, to just learn about us, and they'll come through with a message.
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I'll wake up in the morning and see a message.
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Clay man, I feel like I know so much about you.
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I just know you're the person that can help us with this XYZ and that, in my humble opinion, is the best marketing you can get.
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That's the best sale you can get because the trust is already there.
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Do you guys agree with that?
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What's an example of a trusted sale you've made recently?
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Starts with an R could be one of a few a repeat transaction, someone that already did business with you, so again, they know like and trust you check all the boxes.
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A referral transaction where their trusted partner told them about you, so they know like and trust you checks all the boxes.
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Or how about even someone that connected with a review of your service, your specialized service, and that review spoke exactly to the problems they're having and how you guys solved it.
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Would also be an example of a place where you've got some additional know, like and trust, but in your content, in your consistent efforts out there in the world to just share who you are, how you specifically help people and, most importantly, why can build so much trust.
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I appreciate that.
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I appreciate that, and so here's the definitive trust list.
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Guys, I'm actually referencing a book that I think you all should check out as well Dan Kennedy.
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I'm a big fan trust based marketing.
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I'm going to do my best here to relate this into a electrician language and what we can do.
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Okay, hope that sounds fair to you guys.
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Let's go ahead and do this.
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Trust based marketing is the book I love giving credit where credit's due, guys, we're trying to grow all the time.
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If you're a Dan Kennedy fan, let us know on the Facebook entrepreneur live feed or if you're watching the replay.
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Guys, go ahead and type Dan Kennedy, let us know if you're a fan.
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We talked about authority and we've talked about building the know, like and trust, and we've talked about them as they're separate, but also recognize that authority builds trust too, and it's the first thing on this list.
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That's okay.
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It's okay to be an authority, it's good to promote yourself as an authority.
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We can all agree on that.
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But the connection I'm making to it earlier when I'm speaking to it is it's not okay if it's all we do, because when we drive just authority, we also drive a wedge, a gap between where they're at and what we do, and it's a gap between personal connection that will develop there.
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We need to be people as well.
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This is where the next one ties in something called affinity.
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If you guys ever heard about affinity, know what that means.
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This is like a basis for rapport, a basis for rapport guys.
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What's rapport Reporters, when we connect with people?
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Right, ruler is how we connect, how we get on the same frequency in electrical language, how we get to that shared energy space.
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Here's an example of affinity, shared background and experiences.
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Hey, you're an electrician, guys.
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I'm an electrician too.
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How good is that we're both working together to change this industry to help your business grow.
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And we're both from the same background, a couple of master electricians with a little business addiction right here.
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Your shared philosophies, even me sharing this book, dan Kennedy, trust Based Marketing is actually affinity.
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It's building that common relation because if you're a Dan Kennedy fan, like my boy, gary Fan, who follows us a lot, gary, shout out for you.
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Brother, who says yesterday I love Dan Kennedy's stuff too and shares his preference for reading as well.
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Building a connection, guys.
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Credibility, factual basis that this stuff works.
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Like when I reference how our marketing is built around this and how you get to see how 150 plus electrical contractors put their hand up to connect with one of our value pieces last week because it spoke to the exact needs, desires, problems of that topic, of that niche marketing topic.
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That's how this stuff works.
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So the factual basis for trust is that credibility.
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How about longevity?
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A lot of you guys might have this.
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You might be part of a company that's saying, hey, we've been around for 30 years, 40 years, 50 years.
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Now, please know that, otherwise that really doesn't do a lot but it does help build trust because what it implies is that you've been part of a community for a very long time and that community trusts you.
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This reminds me of a little overlap.
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If we were putting a yard sign up in someone's yard and it said another happy customer, that implies that that homeowner gave you permission to share that yard sign to put that up right.
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So there's implications with longevity that share and promote trust.
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Celebrity being known for something.
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What are you guys known for?
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You leveraging celebrity.
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I see a 1977 comment.
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Appreciate that.
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How to be James.
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Way to go, man.
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Love it, love it, keep it going, brother.
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Right, that's a long time in business.
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But that celebrity how are you guys known in your community?
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Celebrity, you don't need a podcast, you don't need to be me, you don't need to be the pleasant peasant.
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But celebrity as a subject what are we known for in your community?
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What are your charitable contributions?
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What are the causes you stand up for right?
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Where are you known to stand against something?
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Those are all areas of celebrity and they can do wonders for your PR and your trust.
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Familiarity, so recurring exposure those of you who have been with me since the Lloyd days.
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Lloyd would talk about this a lot.
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Dan Antonelli on our podcast talked about this a lot.
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How often do people see you and what are they experiencing when they do?
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Where is that exposure?
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Where's your shop?
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Is it in a great location where people are driving by every day?
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Where are your vans parked?
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Your staff drive a van home or is it in the yard at the shop?
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There could be an advantage if they're in their own neighborhood.
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That exposure, where are we seeing you?
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And don't just stop with clients, guys.
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How are we exposed to you at the supply house?
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Let's tie staffing and development of your business and that growth, that scale.
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How do people experience you and where is that exposure taking place?
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That familiarity Frequency?
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How often are you being heard, seen, shown to people?
00:20:41.819 --> 00:20:47.901
So it's the exposure, but it's also how often of the exposure, that frequency.
00:20:47.901 --> 00:20:50.026
Dialing that up just means guess what.
00:20:50.026 --> 00:20:53.220
I've been reminded of service loop electrical again.
00:20:53.220 --> 00:20:55.444
Service loop electrical again.
00:20:55.865 --> 00:20:58.259
Everyone on our team posts on social media.
00:20:58.259 --> 00:20:59.063
There's a good chance.
00:20:59.063 --> 00:21:00.657
If you're with us in the Facebook group.
00:21:00.657 --> 00:21:02.727
You've seen our content this week.
00:21:02.727 --> 00:21:04.615
You saw our content last week.
00:21:04.615 --> 00:21:20.641
You may even see it daily because our whole team contributes to this, our whole team in this podcast, and everything we're doing is about frequency and exposure and niche, speaking to the topics that are right there at your fingertips, that you need help with.
00:21:21.703 --> 00:21:24.132
Referability.
00:21:24.132 --> 00:21:25.517
How good are we serving?
00:21:25.517 --> 00:21:27.121
How many referrals are we getting?
00:21:27.121 --> 00:21:35.067
What is our process doing to inflict, to cause, to promote referrals?
00:21:35.067 --> 00:21:36.951
Is it a program?
00:21:36.951 --> 00:21:38.234
Is it just quality?
00:21:38.234 --> 00:21:40.705
Could you go to a deeper level?
00:21:40.705 --> 00:21:42.152
I mean, this is what it's all about.
00:21:42.152 --> 00:21:45.984
Depth guys, depth in marketing, and referrals are no exception.
00:21:46.768 --> 00:21:59.271
Placement I've already touched on this a little bit, but the geography of your target market and the placement of your exposure, the placement of your branding Is your van fully wrapped?
00:21:59.271 --> 00:22:04.204
Does it have, if you're a gen specialist, does it have generators on the side?
00:22:04.204 --> 00:22:07.962
Are they placed strategically from a van perspective?
00:22:07.962 --> 00:22:20.871
Are they placed strategically so they're not interrupted when the doors are open, so that when you park at a client's house, the right people are seeing the right stuff that you want them to see, to cause someone to come over and say, hey, you install generators.
00:22:20.871 --> 00:22:24.624
Wow, you're a Generac dealer.
00:22:24.624 --> 00:22:26.721
No way, I was thinking about a generator.
00:22:26.721 --> 00:22:31.246
Geography how are you being experienced when you're in a neighborhood?
00:22:31.246 --> 00:22:35.786
How are you experienced in your neighborhood and in the communities around you.
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Demonstration this is a good one, guys.
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How are we leveraging demonstration?
00:22:43.301 --> 00:22:49.680
Seeing is believing, so it's a consistent quality In our marketing.
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