By Craig Lourens, Business Coach
Do you have business-related questions? Coach Craig is a professional business coach who is keen to answer your queries. Email your business questions to megan@interactmedia.co.za, with the subject line ‘Ask Coach Craig’.
Craig Lourens, Business Coach © Plumbing Africa
Every successful plumbing empire starts with a single van, a handful of tools, and a whole lot of hustle. But how do you grow from a one-man operation in your garage to a thriving business with a fleet of vehicles and a multimillion-rand-a- month turnover?
A tool you need in your business toolbox is the use of simple, trusted marketing techniques to build strong relationships with all those you serve – your stakeholders. The key to driving action from your stakeholders – whether they are suspects, prospects, shoppers, customers, advocates or raving fans – is to have the
This ‘ladder of loyalty’ concept is a powerful framework that helps you understand how to turn strangers into loyal, lifelong customers who do not just use your services – they promote your business for you.
Rung one of your ladder: suspects
These are people who might need a plumber but don’t know that you exist.
Marketing tip – how to target suspects: Start with visibility in a target area close to you. Create a Google Business Profile and ensure you show up on local maps. Run Google Ads targeting common plumbing issues like ‘blocked drain’ or ‘burst geyser’ in your area. Stay active in local Facebook groups and community WhatsApp groups. Use your van as a mobile billboard with clear branding, even if it’s still parked in your driveway.
Rung two of your ladder: prospects
From your marketing activities, your suspects will make contact will you. Collect their details. They have heard of you and are now considering your services – in other words, they are your prospects.
Marketing tip – get prospects to take action: Make it easy for them to choose you. Offer a compelling first-time deal like a free leak inspection or 10% off on a call-out fee. Have a fast response time via phone, WhatsApp or email. Your website should include before and after photos of your work, reviews, and a clear ‘Book Now’ button. Even if you don’t have a big marketing budget, professionalism and speed will set you apart.
Rung three of your ladder: shoppers
They have hired you once, but they are not a customer yet, so they are what I call a shopper. Great! This is just the beginning – you need to keep them coming back so that they become customers.
Marketing tip – turning shoppers into customers: Blow them away with excellent service. Arrive on time, wear clean uniforms, and tidy up after yourself. Leave a thank-you card or a branded fridge magnet with your contact details. Follow up the next day with a message thanking them for choosing you and ask for a Google review. This shows you care and helps build a relationship with them in which they begin to actually like you.
Rung four of your ladder: customers
They have started to trust you and are open to doing business with you more often. You now need to give them a reason to never think of any of your competitors. When they think plumbing, they must think you.
Marketing tip – make your customers members of your business: Stay in touch. Start a customer database and send seasonal plumbing tips or service reminders via email or SMS. Offer a yearly geyser or plumbing system check-up at a discounted rate. Create a ‘preferred customer’ programme with perks like priority service or free callouts for members. This turns one-time jobs into long- term revenue.
The ‘ladder of loyalty’ concept. mage generated with OpenAI’s DALL·E (via ChatGPT)
Rung five of your ladder: members
Members begin to feel like they are part of your business. They start telling their friends and family about you, because they know their friends will get a good service from you, which makes them feel good.
Marketing tip – how to turn your members into advocates. Make referrals easy and rewarding. Offer a simple incentive, such as “refer a friend and get R250 off your next job”. Send digital business cards or WhatsApp share links that they can forward. Share client testimonials on social media and tag your happy customers. The more visible their praise, the more it attracts new business.
Rung six of your ladder: advocates
Advocates talk about your business as if it is their own. They become part of your team, without even knowing it.
Marketing tip – recognise advocates and, boom, they are your raving fans. Recognise and celebrate your biggest supporters. Feature them in video testimonials or success stories on your website. Invite them to a behind-the- scenes tour or a special event, like the launch of a new team van. Make them feel as though they are part of your journey and success. When customers feel valued, they become champions of your brand.
Rung seven of your ladder: raving fans
Raving fans talk spontaneously about your business, bring you up in conversations and tell others how great your business is. Know who they are and stay close to them, they grow your business for you!
Scaling your plumbing business from the garage to greatness doesn’t happen by chance. It happens when you have a great toolbox full of business strategies and methodologies – and one of these must be marketing using the ladder of loyalty. Treat every stakeholder interaction as a step on the ladder of loyalty. By moving people up this ladder with purpose and consistency, you don’t just grow your client base – you build a community around your business.
