The Importance of Influence and Persuasion to Tradies

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TradesFormation Team

November 4, 2021

Tradies such as plumbers, electricians, and builders have built their businesses and work in highly demanding industries. The service-based industry requires high-level skills to perform jobs well, but to thrive excellent interpersonal and communication skills are essential. In most cases, their interpersonal skills make them different from their competitors, increasing sales and growth of the business.

Some common skills are communication, relationship-building, and influencing and persuading skills. In this blog, we’ll focus on the skills of influence and persuasion and how they are important for Tradies to master. But first, what do these skills mean in terms of sales?


In sales, influence is guiding the possible clients or customers into subtly considering the offers of a business. The term “influencer” was developed with the boom of social media as brands could be subtly marketed without the customer realising. Influencing people became easier by just posting photos and videos with creative captions but without mentioning the brand.


On the other hand, persuasion is a more in-your-face or hard-selling approach to gaining business. It is a way of communicating with the end goal of convincing these people to change their minds and get the services or products of a company. While influencing is more of a pulling approach, persuading can be viewed as more of a pushing approach.

To better understand the concept of persuasion, Robert Cialdini, a well-known psychologist, published a book dedicated to persuasion and its six principles.

  • The first principle is Predictability which tackles people’s preconceived notions or biases towards certain industries or businesses.
  • The second principle is Reciprocation which tackles the importance of giving and expecting something in return.
  • The third principle is Authority which tackles the importance of having knowledge and credibility to influence people.
  • The fourth principle is Liking, which tackles the importance of complimenting and how people react positively. It is natural for humans to lean towards whatever they like, and tradies can get this through compliments.
  • The fifth principle is Social Evidence or Proof, which tackles people’s inclination to things that are generally liked or favoured by most. It is also about how people will conform to be accepted by society.
  • The sixth and last principle in Cialdini’s book is Scarcity which tackles the importance of the business’ uniqueness and how should people consider it because they might lose something if they did not.

How can tradies use these principles in improving the sales of their business?

Sales can be broken down into two defining actions: Pushing and Pulling. Pushing means that tradies are directing their potential clients to their business.  And the principles which apply to this kind of persuasion are reciprocation, authority, and scarcity. Pulling means that tradies with the use of influence are magnetising their potential clients towards their business. However, either action will provide positive effects to the trades business.

The pushing method, although more direct, is effective if you have built your credibility in the industry. It will be easier for you to direct clients because you already have a good reputation and are known by most people. In an industry revolving around a service, having a voice and a good amount of loyal customers is very helpful. It means that you are an expert and an authority in the field, which will drive more clients to your business. It also often results in instant action from potential clients.

The pulling action is effective for those who are just starting their business and is building their network of clients. It’s because, during this stage, tradies are still introducing themselves to their market. Every single action, small or big, to pull a client to consider the business is significant. The pulling action is also best for those who are building relationships with their clients.

The actions of pushing and pulling have guaranteed positive effects on the business when executed correctly. The most notable implications would be an improvement in sales and the growth of a number of clients. However, when done excessively, especially the pushing action, it can repel business. It’s because clients might think you are too stubborn or tough to work with. So to avoid this issue, monitor the principles of persuasion to gauge your actions or strategies to adjust your sales approach.

Master your influence and persuasion sales technique by being a part of TradesFormation’s Sales Training Program! Our sales training program runs for 28 weeks where tradies will learn various sales concepts that are fit to their business which they can apply to improve their sales, attract more clients, and grow their business even more.

We are also offering a business coaching program that guides tradies on how to operate their business. Our business consultancy service is a 1-on-1 program wherein we can help tradies in formulating tactics and strategies for their businesses. In this service, we also guide tradies on how to successfully run their business, determine if they are doing the right actions for their business, etc. And recently, we have started offering digital marketing services for tradies to aid their needs in terms of marketing. Under the digital marketing services, we are offering website development, search engine optimization, and social media management to our clients.

To contact us, you may call us at 0480 009 598 or email us at learn@tradesformation.com.au.


Take the Business Assessment

Let us at Tradesformation assist you on how to improve sales and processes regarding your business. Take this simple 10 question assessment to define the key areas that you need to focus on in your business to take it to the next level and find out what steps you should take next.