The game of winning new business has changed dramatically in the last five years. Gone are the days of simply scoping and quoting a job, hoping your price alone seals the deal. Since 2020 and the impact of COVID, customers are more informed than ever before. With a wealth of information at their fingertips – from your website to your social media – they’re looking for something deeper.

This shift brings us to the 80/20 rule of winning work, which is a complete flip from the old 20/80 rule. In the past, 80% of your effort might have been in the technical aspects of scoping and quoting, with 20% on relationship. Today, that dynamic has reversed.

While effective scoping and precise quoting remain important, they are never as crucial as what we call connection and direction.

Selling is About Connecting, Not Just Sales

True selling isn’t just about closing a deal; it’s about genuinely connecting with your customer. While the specifics might vary based on your industry and client type, the core principle remains: people buy from people. It’s a human-to-human experience.

This means 80% of winning the work hinges on how well you connect with and lead the customer forward. That’s the connection piece, and the direction.

The Power of Being Led: Building Trust and Certainty

People naturally enjoy being led when they have confidence in the leader. They appreciate a clear journey and a well-defined process. So, how do we cultivate this powerful connection and provide effective direction?

1. Be Totally Present: When speaking with a potential client, give them your undivided attention. Are you truly tapping into their concerns and needs? Most people carry underlying fears and doubts when making significant decisions, especially in industries like trades and construction (where everyone seems to have a “dodgy tradie” story!). Acknowledge these unspoken anxieties.

2. Guide with a Process: It’s crucial to have a clear process you can walk people through. Remember, customers aren’t just looking for a problem to be solved; they’re looking for certainty and trust that you are the right person to solve it. If you understand this deeper need, you can tailor your approach to build that trust.

3. Don’t Rush, Build Trust: Avoid rushing the process. Instead, focus on building trust and certainty. Have a structured approach, and clearly communicate what that structure entails. Educate your customers about the journey you’ll take them on.

Invest 80% of Your Focus Upfront

If you can invest 80% of your energy (and focus, not necessarily just time) upfront in building this connection and taking people on a journey, the rest will flow far more smoothly.

Of course, meticulously scope the job and price it effectively. But always loop it back to the ultimate outcome, the connection you’ve built, and the relationship you’re fostering.

By honing your skills in connection and direction, alongside your quoting and scoping abilities, you’ll:

• Win far more work.
• Be able to charge more for your services without ever ripping off your customers.
• Achieve the margins you desire.
• Build a long-term, sustainable, and profitable business.