A plumber reliant on the directory and word of mouth is missing out on work. The trade is built on relationships, such as those with electricians who need a plumber to help with a bathroom fit, letting agents looking for reliable call-outs and the builders' merchants who hear of upcoming jobs before anyone else.
The most successful plumbers by number of jobs usually aren't those with the biggest budget on the business directory. They are the ones with other tradespeople (and the local businesses they work with) thinking of them first when a job comes up.
A connection made on a passing glance is no guarantee of return work. It takes a little more organisation, patience and willingness to serve before a passer-by turns into repeat work.
Connections Can Pay More Than One-off Jobs
The pay for a one-off job is in time, whereas the pay for a relationship with a trades person or building manager can run for years, with nothing but their recommendation needed to secure future work. An electrician who has seen your work will recommend you wherever they can find a chance. A letting agent managing forty properties doesn't have the time or the space to be choosing a new plumber for each leak that comes up, so they have one number they call.
This is where the effort in getting new prospects differs from the investment in a trust-based pipeline. Leads eventually dry up, whereas a pipeline built on goodwill can continue paying dividends, even when new work leads slow down.
Start With What You Already Have
Most plumbers already meet potential contacts without thinking about it. Other tradespeople at the merchant counter, the electricians on a shared building site, the gas engineer who does overflow work, and even the accountant who does your books but also does the books for three other plumbers in the area, all have that potential to become future referral sources, if you treat them as such.
A good habit to get into is asking the client or site manager who else they work with, upon finishing a good job. Builders in particular have a rotating list of those they bring in for particular trades, and if you've done good work under their nose, then you're an easy recommendation in for any work to come up. It costs nothing to ask, and a recommendation is usually a happy thing to pass on.
Turning Contacts Into Repeat Referrals
Making the effort to meet someone new only to be forgotten about again is no help to either party in the long term. The plumbers most likely to get continual referrals tend to do slightly more effort in the long run. In addition to doing the job well, a message or call a few weeks after the job to double check that everything is fine, an occasional check in with a property manager, or just being there when something unexpected comes up.
It's the reliability of the plumber, in doing the odd job without the promise of payment, that often gets people talking in the industry. If a letting agent calls you after hours for an emergency leak, and you show up, sort out the problem and take the stress away without charging ridiculous amounts for the inconvenience, then the next time the agent meets their colleagues at a networking event, you're the first person they're likely to recommend. Word of mouth has a very real value in the trade, where clients will hear from others of the positive experiences they've heard.
It's also a good idea to remember and highlight one or two particular specialisms when talking to other tradespeople and property managers. A plumber who does everything is great, but a plumber who gets commercial fit outs over quicker, or the one who deals with difficult underfloor heating faults, is more likely to be remembered for the reason that they were a good fit for that particular job.
Building Connections With Other Tradespeople
Plumbers who work well with the other trades are more likely to be picked for a larger job as a team. A builder doing a whole bathroom fit out would find it easier to bring in a plumber they already trust, rather than trying to find one for the project mid-way. They trust someone when they turn up on time, let them know when they will be running late, and don't leave the site in such disarray that the electrician's job is harder than it needs to be.
Some plumbers keep a short list of two or three other tradespeople that they usually recommend and who usually recommend them. It means that they've built a good working relationship without the formality of a partnership. It's a great point of difference for clients looking to get multiple trades in for a job, that their plumbers, tilers and electricians all have this working relationship with each other.
This kind of relationship is unlikely to be reached by chance for most plumbers. Construction networking for plumbers puts together a more formal networking method for tradespeople to meet other relevant trades, instead of waiting for chance meetings on a building site.
Using Local Networking Events Correctly
Trade events, local business meet ups, and supplier open days are often a one stop shop for the tradesperson looking to meet more clients. The ones who actually get value from them tend to speak to a handful of people about genuine opportunities with new clients, rather than handing out as many business cards as possible before wandering off.
Asking questions gets you far more than a generic conversation usually does. Asking what a letting agent or property developer works on regularly, provides you with something to follow up on, rather than just a "stay in touch" that gets forgotten about. If they mention that they have trouble finding plumbers who can turn jobs around quickly during void periods, then the next time you see them, it's a chance to remind them of this particular issue and how you can help.
Keeping Track of Contacts the Easy Way
Most good contacts are lost to the ether because there isn't the structure in place to follow them up. A spreadsheet with their name, business and the date you last spoke to is all that is usually needed for a sole trader or small company, so that it isn't a memory to rely on.
It's a good idea to keep a rough reminder for yourself to do a follow up with some of your most promising contacts, every quarter or so. It means you stay on their radars, without being a nuisance. The main aim should be not to forget, so that you're remembered for when something goes up.
A more comprehensive look at the wider approach to building a reputation in the trade is covered in Professional Construction Networking for those looking to move further than just the local area or business contacts.
When Contacts Turn Into More Opportunities
Long-standing relationships with a developer, letting agent or larger building firm can eventually be formalism into a retainer-style agreement, where a plumber becomes their regular for a portfolio of properties, or a series of projects. These kinds of arrangements usually come about because the plumber has worked for the company before, and has shown that they turn up and do the job as well as expected each time.
It's a good idea to be realistic with pricing and availability once this sort of agreement is reached. The steady flow of work from a particular source is a godsend for plumbers, but it shouldn't come at the expense of the other parts of their business. The plumbers who do well in managing these kinds of relationships also tend to set out rules for communication and availability, so that everyone knows the parameters around responding to emergencies in a timely fashion, without compromising on work outside of these parameters.
Conclusion
Building a reputation through industry connections doesn't usually work for those looking for a quick fix in leaner periods, it takes more time, and a smarter approach. It's about remembering to do the job as you would want to be remembered for, and to treat everyone in a way that leaves them with a positive impression to speak of, rather than just a business transaction. Starting small, with three contacts that you don't remember having met with in a while, is a good start. The work tends to come from conversations like these, rather than another directory advert.
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