The Customer Experience Maximiser … & Ice Cream

Andy
By the end of this episode, you’ll see how a few simple changes to the way you run your business can lead to loyal customers who sing your praises far and wide. So let’s dive in.  

You’re listening to The Tradie Show. This is the podcast for trade business and contracting bosses like you who want to lead with confidence, make more profit and create a better lifestyle.

Ange
We’re your hosts, Andy and Angela Smith, husband & wife team and co-founders of Lifestyle Tradie. Are you ready to have some fun? 

Andy
Hell yeah!  Imagine, it’s a year from now. You wake up, the sun’s out, and instead of rushing out the door stressed, you’re taking your time and enjoying your coffee. Your business is running smoothly, your cash flow is steady, and your weekends are actually yours. Sounds good, doesn’t it? But if you’re like most tradies I’ve met, that feels miles away from the reality right now. I’m Andy Smith, and I know the grind. I know the late nights, the endless stress, and the feeling that your business owns you, not the other way. But I also know what it takes to turn that around, and I want to show you. Let’s jump on a game plan call. It’s just 10 minutes. We’re going to cut through the noise, figure out what’s holding you back, and build a clear roadmap  to get you to that better place. So go to lifestyletradie.com.au, tap the Game Plan call button, or scroll down and lock in a time that suits. You’re closer than you think to building the business you’ve always wanted. One call can change everything. Let’s make sure that 2025 isn’t just another year of struggling, but the year that everything clicks. Let’s make it happen.  

All right, it’s time to kick things off with some hell yeah wins from our amazing Lifestyle Tradie members.  Hell yeah!  These are the legends who’ve been smashing it in their business, proving that small changes can lead to massive results. And hopefully these give you some inspo on what you can do in your business. Ange, what do we have this week? 

Ange
Well, I’m super excited to share these, Andy. So the first up is a big shout out to Mishy. She posted this a couple of weeks ago, but I missed it. So I want to highlight their efforts in getting their reviews this year. Mishy runs an electrical business with her hubby in Adelaide, and she writes, we received five five star Google reviews in the first week back at work. 

Andy
Yeah, that is definitely a hell yeah. And the reason being is some of our members have 500, some over a thousand five star reviews. So it is important to get this and five in the first week is a really good start. Who’s next Ange? 

Ange
So next up is Dion who runs a window glazing company in Adelaide and he writes. First two weeks of the month have already smashed last month’s turnover. Plus, being asked to quote windows for a large hotel in the CBD. Just getting the opportunity to quote is a big win for me. 

Andy
Yes mate, that is another big hell yeah and I know what you’ve been doing over the last year and these small steps now are turning into big wins for you. So mate, I know the hard work, well done. Who else have we got? 

Ange
So Jamie runs a roofing business. He’s also in Adelaide. We’re getting a good run of these Adelaide people. 

Andy
Got some good crew down there. 

Ange
All right. So he writes, we’ve sold 160K worth of work in two weeks and also signed on a new roofer to start next week. Hell yeah. 

Andy
Hell yeah. Well, mate, you are going from strength to strength, loving what you guys are doing down there. Absolutely smashing it. That’s an amazing crew loving all these hell yeahs. That’s what it’s all about. Helping tradies take small steps to get control of their business and make some great changes. And you know what? Once you start making these things, the winds just keep rolling in, baby. 

Ange
Alrighty. So let’s jump straight into today’s topic. This episode is all about the customer experience maximiser. 

Andy
We’re also going to talk about another very important topic today as well. 

Ange
Okay. What’s that? 

Andy
It’s ice cream.

Ange
Oh, yay. That’s awesome. Do you actually have some ice cream here in the studio? Cause it might help us understand things a little bit better about what you’re going on about. 

Andy
No, I don’t have ice cream in the studio, but you know what? I don’t mind smashing a bowl or bucket or two occasionally on a late night.

Ange
All right. 

Andy
Okay. Let’s get back to the customer experience maximiser. 

Ange
So, Andy, we talk all the time about how tradies get stuck in this never ending cycle of chasing new customers, when they could actually be keeping their old ones coming back again and again. 

Andy
Yeah, that’s right. It’s a common trap. Spend a bunch of money on marketing, land a job, then immediately start scrambling for the next job.

Ange
Well, what if those customers who already know and trust you start calling back on their own? That’s what this Customer Experience Maximiser is all about. 

Andy
Now, to explain this concept today, yes, I’m going to be using ice cream.

Ange
Okay, so this is where the ice cream comes in, right?

Andy
Just imagine you have a bowl of vanilla ice cream in front of you. 

Ange
Well, it would be better if it was for real. 

Andy
Yeah, yeah, okay, but vanilla ice cream is like, well, yeah. It’s fine. It’s, it’s, it’s okay, right? 

Ange
Right. 

Andy
But if I’d had a choice, I’d probably grab a salted caramel choc fudge swirl any day. I mean, who wants to stick with plain vanilla when you can have something way more exciting?

Ange
Yeah, I totally agree, Andy. Vanilla is a classic, sure, but it doesn’t actually get the taste buds dancing, right?

Andy
Exactly my point. In the context of your trade business, being vanilla is just doing what’s necessary. You’ve got your license, your tools, you rock up, you do the job, you collect payment and then you’re gone. 

Ange
Yeah, I get it. There’s no shortage of tradies out there serving up the same old vanilla. 

Andy
No extra toppings, no fancy cone, no reason for the customer to remember you over that other bloke just down the road.

Ange
Yeah, absolutely. 

Andy
Okay, now imagine you’ve got some Neapolitan. 

Ange
Oh, the one with vanilla, chocolate and strawberry together. I used to love this as a kid. 

Andy
Yes, yes, I did too, but it definitely brings up these memories, right? Now, Neapolitan might not be the most gourmet ice cream in the world, but it’s definitely got more going for it than plain old vanilla. The mix of different flavors is just a nice touch. 

Ange
Yeah. So vanilla was always the flavor left behind in the tub, actually. Right. Chocolate was my favorite. Oh, maybe just mix them all together. 

Andy
Okay. Okay. So in a trade business, that’s those extra touches or flavors that go beyond the basics. Think of a personalised thank you note when you finish a job or a quick text a week later to check if everything’s still running smoothly. It’s not a huge leap, but suddenly you’re not just the local small plumber down the road. You’re the guys that actually gave a damn. And you know, you add even more value, maybe add some of those little sprinkles.

Ange
Ooh, or go for the deluxe salted caramel with chocolatey drizzle. Ooh, I’m starting to salivate. Okay.  Let’s just circle back to the customer experience maximiser. I get this now. So if you stay vanilla, you’re just blending with everyone else. No harm done, but no real traction either. But if you add those memorable extras, your customers start thinking, why would I go anywhere else? 

Andy
Exactly. And which one do you want to be? The tradie who barely stripes by on the bare essentials or the one everyone’s raving about? A little Neapolitan  vibe and sprinkles or a deluxe salted caramel goes a long way in any trade business.  

Ange
Okay, so now that we’ve explained why vanilla is not going to cut it, let’s dig into the layers of the Customer Experience Maximiser and see how to put it into action.

Andy
Okay. So let’s think of a diagram, like say a pyramid, you know, basic is at the bottom and you can’t really skip that because that’s the foundations of your business. That’s your license, your tools, your vehicle, and the fundamentals know how to get the job done safely and probably. 

Ange
Yes. So then we move up to expected, which is all the stuff customers assume you’ll do like answering the phone with a friendly manner, showing up at the time you’ve agreed, having a website that actually works. So if you don’t do these, you risk dropping the ball before you even start. 

Andy
But here’s the thing, basic and expected alone don’t really set you apart. They’re essentials, sure, but customers just see it as, well, yeah, of course you’re doing that. If you really want to make an impact, you’ve got to climb to the desired and the unexpected levels at the top of the pyramid. 

Ange
Exactly. So, desired is where you deliver on the things customers wish every tradie would do but rarely see. Like we mentioned before, it might be sending you a quick text to confirm your arrival or cleaning up so thoroughly so you can’t tell you’ve even been there. When you do this consistently, people start saying, hey, these guys aren’t your average tradies. 

Andy
And finally, at the top, we have unexpected, and this is the top level service. It could be leaving a small thank you note, offering a quick follow up call, or maybe even leaving a gift on some of the bigger jobs. It might sound like small detail, but to the customer, it can be the difference between a one time call and a lifetime fan. 

Ange
Yes, agreed. We saw this with our own plumbing business. When we drop off a little goodie bag or send a handwritten card, people remember that extra effort. It shows them that we genuinely care and that’s priceless in an industry where most folks are just ticking the boxes.

Andy
Remember, basic and expected keep you in the game, but desired and unexpected levels of service are what win you the repeat business and also the word of mouth. 

Ange
Why does all this matter though? Will it really make much of a difference? 

Andy
You and I both know the answer to that and it’s a big fat yes. I mean, simply put it, building a base of repeat customers saves you a heap of money, time and stress. And we know tradies who spend tens of thousands of dollars a month chasing new leads. It’s a never ending cycle, advertise, quote, win a job, then rinse and repeat. 

Ange
Yes. Meanwhile, if you had focused on wowing your current customers, they’d come back on their own and bring their friends along too. 

Andy
In Dr. Drip, we saw months where well over half of our jobs came from returning customers. You know, our best month was almost 80 percent and we hovered around that for a very long time. Really think about the difference that makes, you’re not scrambling for the next phone call, it just comes in because you’ve built such a solid reputation.

Ange
People talk about word of mouth like it’s some kind of magical bonus, but to be honest, word of mouth isn’t luck, it’s the direct result of providing a memorable experience. So if you keep showing up in a way that exceeds expectations, your customers become your biggest advocates. You don’t have to pay for that kind of marketing.

Andy
Yeah. A few weeks ago, we actually did a whole podcast episode on how to go out and get high profit customers quickly, but keeping up that kind of hustle takes never ending time and money and stats show repeat customers can cost a business up to 80 or 90 percent less than acquiring a new customer. Realistically, that’s a heavy stats. Can you believe that? 

Ange
Yeah. Put a little effort into delighting your existing customers so you’re not constantly emptying your pockets, paying for a stream of new leads every single month, plus repeat customers already trust you, which makes every job smoother. That’s a win all round.

Andy
Just think about where you want to be in a year or two, constantly forking out these big bucks for new leads or getting half of your work from customers who already know and love you. 

Ange
That’s why the Customer Experience Maximiser is a complete game changer. It sets you up to keep customers coming back long after you’ve packed up the vehicle.

Andy
The thing is we all love feeling looked after when you’re dealing with a tradie at home or let’s just say you’re on a holiday at some resort. You know, I love it when staff remember my name and the kids love when the room attendants do stuff like, you know, in the old days when the kids were younger, fold those towels up into elephants or a swan, you know, all those little things make a big difference.

Ange
Totally. So I’m going to give you another example. A friend of mine, Tracy, was raving to me the other day about this new restaurant they’ve been going to in Collaroy here on Sydney’s Northern Beaches. The owner always comes out to talk to them and just makes them feel so special and valued. 

Andy
Yeah. And I remember she was saying how they always end up doing these homemade limoncello shots at the end of dinner, which has now become a bit of a thing and who doesn’t love a shot of limoncello?

Ange
Let’s just not make it about the alcohol. It’s the whole vibe  they feel when they go there, so they’ve actually been back three times already and told all their friends about it. 

Andy
Yeah. If you take that same sense of genuine care, minus the limoncello shots and replicate it in your trade business, people will remember you. And now you’re not just the bloke who unblocked their sink or fixed their power points or fixed the air conditioner, but you’re someone who has gone the extra mile. 

Ange
This is all about exceeding expectations. When you consistently deliver those desired and unexpected touches, your customers can’t help but talk about you. They’ll refer you to their mates. They’re going to leave glowing reviews and they will keep you top of mind for the next job. That’s how you create a sustainable thriving business. 

Andy
Alright, so let’s talk nuts and bolts. It’s one thing to say go above and beyond, but how do you start implementing this? 

Ange
So the key is to start small, but stay consistent. Pick just one area where you can do just a little bit more than what’s expected. Start with maybe a follow up call or a thank you for choosing us card or maybe a text message. 

Andy
And once you see how your customers respond, bake that process into your normal routine. If it’s a follow up text, set a reminder in your calendar or job management system so you never forget that. If it’s a small gift on bigger jobs, have a stash ready to go in the truck. 

Ange
Yeah, so the more you can automate or systemize  these touches, the easier it is to keep doing them, especially when you’re flat out. That’s where the real magic happens because you don’t want to rely on your memory or even your mood to make these little gestures happen.

Andy
Yeah, systemizing things so they become automatic was one of the biggest game changers for us in our business. Another thing, keep your team in the loop. If you have your staff or subcontractors, make sure they know what your desired and unexpected steps are, especially if you have them involved. That way, everyone’s on the same page and you’re delivering a consistent experience every single time.

Ange
And you don’t feel like you have to reinvent the wheel. Just think about what you’d personally appreciate as a customer and put it into practice. 

Andy
Before you know it, these little extras become your standard operating procedure. And once that happens, you’re not vanilla anymore. You’re the salted caramel, choc fudge swirl serving up a memorable experience for Every single customer, every single time. 

It’s Tradie Dilemma time and this is the Q&A segment where you let us know what you’re having trouble with in your business and we give you our best advice. 

Ange
All right, so today we have a question from Jake who’s a plumber in New South Wales and he writes. Dear Andy and Ange, my wife and I run the business together. I handle the on site work and she’s our admin and marketing guru. The issue is, I’m keen to scale up by hiring more staff and taking on bigger jobs, but she’d rather keep things small and manageable. It’s creating serious tension because neither of us want to budge and we’re both worried about taking the wrong path. How do we have these tough conversations about the future of the business without turning them into all out fights at home? Any advice would be a lifesaver. 

Andy
Wow. That is a tough one. Yeah. I think in all business and decisions you make in life with your wife or your partner, you know, you’ve got to be both on the same page because if you’re not on the same page, then there’s going to be even bigger arguments if something’s not working correctly. I told you, so this is what happened. I knew this was going to happen. So you’ve got to make sure when you make these decisions, you are both on the right page. So for me personally, I don’t know how your business runs, but I’m assuming your wife is an absolute guru and you know your numbers and things are looking incredibly new business. So for me, you’ve got to get your foundations of your business right. You’ve got to make sure that the way that everything runs in the office is in sync and everyone knows their role. You’ve got to make sure that when you’re out on the job, mate, you are doing everything in your path to make life in the office easier. The reason why sometimes people in the office don’t want to grow is because they’ve got enough work already. So they think when they put another person on or a few people, it’s going to triple and quadruple. And those people that are worried about that, most of the time don’t have their business organized the right way with the right foundation. So for me, you’ve gotta dive in there, find out why your wife doesn’t wanna grow, what is actually really, really holding it back, and then you guys have gotta make a decision that’s right for you and your family. 

Ange
I agree with everything you’ve just said, Andy. It all comes down to understanding your financial data so that together, you can even sit with your accountant so that you’ve got someone else involved in this conversation so that you can actually map out your future plan. If you’re the one, Jake, who wants to actually grow, you need to be able to show that through data and through planning, almost like you’ve done a little mini business plan about how that’s going to work, what type of clients you plan to work with, what sort of money that will generate, what GPs that will reply will spit out and what that net profit is. You need to be able to prove it. And she needs to also understand how that actually works within the business. It’s all possible. It’s now about the two of you agreeing on what that future looks like. All right. So thanks for writing in and sharing your dilemma, Jake. Remember, if you have a question or dilemma in your business, reach out to us and let us know how we can help. 

Andy
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