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Last updated: 8 January 2025
Learn how to sell your services as a new trade business
Sales are the key to getting your trade business off the ground. So, if you’re a first-time business owner, we’re here to help you. In this guide, we’ll offer you some top tips for selling your services with confidence.
When you've just set out as a new business, it pays to know how to sell your services.
"It takes a certain type of person to work in sales," is something you've probably heard or even said before. You, however, as the founder of your company, have no choice but to be in your sales team of 1. (This is unless you have the budget to recruit salespeople to do it for you).
Many people don't enjoy selling their services or themselves. Perhaps it's the cringe factor, the conflicting marketing 'formulas' or the fear of rejection. Whatever the reason, many of us find it difficult to put ourselves out there.
But 'sales' doesn't need to be something you dread. It's part of your day-to-day now, embrace it.
Why is sales important?
If you're going to make any money, you have to learn how to sell your services early on. This requires some forethought and the ability to bite the bullet and go for it. Becoming a salesperson is something you need to learn to succeed. And there are several dos and don'ts worth keeping in mind before you get started.
For example, selling doesn't have to be a hard sell. There are different ways to present yourself when you're speaking to a potential customer. And no, you don't need the slicked-back hair, suit and briefcase either, just be yourself.
So, if you’re wondering how to sell a service to new customers and generate more leads, we’ve got plenty of handy insights for you. Or, perhaps you’re hoping to increase revenue by upselling and cross-selling to existing customers?
Well, we've put together our top sales tips to show customers that you're the trusted tradesperson they've been looking for.
Make selling a little easier
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What to remember when selling your services as a new business
Checklist
Before we get started, here is a checklist of things to keep in mind when selling services.
In everything you do, always make it about the customer
Research and define your ideal client before reaching out to them
Build rapport and avoid hitting potential clients with hard-sell tactics
Offer value first and sell your services second
Ask questions and listen to customer feedback
Consider common psychological phenomenons
Approach people on a human-centred level and remember you're selling to a person
Once you've nailed these steps, think about how to create and define your:
Sales process
USPs (make them about the customer)
Added value
Let's take a closer look at what each of these steps looks like in practice.
Make selling a little easier
Checkatrade members have their work guaranteed (T&Cs apply)
How to sell your services as a new business
1. Make it about your customer
We've all read those long-winded and obnoxious sales posts where someone talks about themselves and their value for several scrolls.
The only time you're acknowledged is at the end when they say, 'If you want to be awesome like me, just hire me to do A, B, or C.' It's a snooze-fest. No one enjoys hearing someone brag about themselves for eight paragraphs.
(We know, we know, you've read a marketing 101 guide that hasn't been updated for 20 years about how to sell yourself. However, trust us when we say, this isn't how you do it...)
There’s a golden rule when it comes to selling services in the digital era – you should stop making it about yourself and start making it about your prospects.
Speak to your audience like they're individuals, not people who've paid to hear you rant about how great you are. Unless you're doing a TedTalk, no one is interested.
2. Research your ideal client
So, how does someone make it about their potential customers and not themselves?
Firstly, take the time to research your ideal clients. Then find out what they like, what their pain points are, and who their ideal saviour of mediocracy is. After this, it’s time to build a customer profile.
We live in a digital age, so there's no excuse not to do this. LinkedIn, Twitter, Google, press releases, and client and company blogs all offer you free information to do some research.
Once you've built a picture, such as ‘30 - 50 homeowners, on a tight deadline, and a limited budget', you're onto a winner.
3. Build rapport and avoid hard-sell tactics
Cold calling is out (was it ever in?), and friendly chit-chat is back in business. People like warm and approachable sales tactics, not 'Hello, buy my awesome service asap.'
It's all about using your ideal client data and speaking to people as individuals, not as a collective hive mind.
If people think you've sent the same email to 50 other people, they're less likely to reply. If they think you've taken the time to understand their needs, they're more likely to respond.
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Boost business visibility online with a dedicated profile
4. Offer value first and sell services second
The truth of the matter is that people won't buy from you unless they see the value in doing so.
This is why marketers are taught to turn leads into customers by highlighting expertise and offering valuable insights into prospects' pain points. And although that's true to a certain extent, how you showcase your value is what matters.
And the best way to do this is not through a braggy social media post; it's through advice and expertise. In short, you need to become a human FAQ page. You're a font of wisdom willing to help, not a desperate salesperson hoping to pay rent.
When you offer value, whether that's through helpful advice blogs (like this one) or free consultation calls, you need to show you care. You also need to show that you want to help your potential customers, even if you don't get paid.
Instead of stating your value through the aforementioned long-form LinkedIn post, ask questions and answer them. That's the place you highlight how you can help. Whether it's a CTA or a couple of lines about how you solve the problem you're writing about.
Make selling a little easier
Checkatrade members have their work guaranteed (T&Cs apply)
5. Ask questions and listen to customer feedback
To become said FAQ page, you need to ask questions, whether that's through feedback forms, social media pages, or forums. Being curious only helps you improve and hone your expertise.
The industry term for this is known as active listening. It's a skill all marketers need to have. Even if feedback is hard to hear or something you don't agree with.
Consider questions such as:
How does/did this service help you?
Was there anything you wish happened differently?
How useful did you find my services?
What would an ideal experience look like?
Is there anything I can improve going forward?
Can you give me examples?
When you receive the answers, don't immediately respond. Think about the answers before replying. Then thank them for their time and explain how you'll act on the advice going forward.
How to reply to negative and positive reviews: Why engaging is key to building trust online
Engaging with customer reviews isn’t just about damage control—it’s an opportunity to build a strong reputation and foster lasting customer relationships. Knowing how to respond to positive and negative reviews effectively can help turn criticism into a powerful tool for customer engagement and
6. Consider common psychological phenomenons
When you’re starting to sell services, this is an important one. There are several to keep in mind, for example:
People love rhymes and trust them more than non-rhymes
When offering our expertise, we often use language we understand but others don't
Our first impressions of a person or company form the basis of how we evaluate all other information about them
We're more upset about losing things we have rather than getting something we don't
Confirmation bias means we accept something if it aligns with our current beliefs rather than evidence-based facts to the contrary
That last one is why we need to make sure we're defining our ideal client. If we don't, we're more likely to sell to the wrong people who don't need or want our services.
7. Approach people on a human-centred level
This one is easy: remember you're selling to a person, not a collective.
There's nothing wrong with tailoring your approach to each person. For example, if they're assertive or analytical. However, always remember that people react well to you if you approach them on their level.
Once you've defined your ideal customer, start to build an understanding of their personality type. (Or perhaps the kind of personalities you want to attract). Then build a tone of voice from there. A good rule of thumb is to be professional yet personable.
Define your sales process and USP
Now you know how to define your ideal customer and how to sell a service, make sure you lock in your sales process.
CRM systems are a great way to collate customer data and hone your offer. They also let you work out and track what they're interested in over time. This helps you create a working marketing strategy that develops and evolves as you do.
Another thing to think about is your sales hook. For example, could you offer introductory deals? Is there something about you unique to your industry? What makes you a rare diamond? A unique selling point (USP) is a great way to stand out in a competitive market.
Read our top tips for how to improve sales skills for further information.
How to offer added value
Added value is the way forward when it comes to selling services. Ask yourself whether you can upsell your services once you've completed the initial work.
For example, do you offer a maintenance programme? Do you follow up on your jobs after a few months? Is there a helpline or emergency work number customers can call? Is there an advice blog or help page on your site you can introduce them to?
These small details and added value for your customers are long-term relationship-building techniques. They keep you relevant and fresh in the minds of everyone you work with.
How to sell online
As mentioned, advertising your business and selling services online is another popular method.
If you haven’t done so already, setting up a website is bound to boost visibility and build brand awareness. You’ll be able to showcase your services, plus you can set up a reviews section to interact with customers.
You should also set up social media pages to advertise services and connect with customers. In the trade industry, Instagram and Facebook are popular platforms to do so.
Digital marketing tips for tradespeople
Looking for digital marketing tips? A great way to reach more people is by joining a reputable online directory like Checkatrade. However, there are other ways you can build your online reputation too. As you start your journey with online marketing, it's best to be focused and start with just a few
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Joining Checkatrade will also help you boost business visibility. As a member, you’ll be able to set up your own profile and attract new customers. Equally, we’ve got exclusive savings on workwear and tools to help you get started!
So, why not get in touch to learn more about the signup process?
Did you find this 'How to sell your services as a new business' blog helpful? Is there anything else you'd like us to include? If so, let us know in the comments!
Generating sales is key when it comes to growing your trade business. And, hopefully after reading our guide, you’re now feeling able to confidently sell your services and acquire customers.
Before you go, we’ve got plenty of trade business ideas if you’re at the very start of your journey. Plus, we’ve got insights on how to price your services too!
Generate more leads with Checkatrade
Boost business visibility online with a dedicated profile
