BUSINESS AND TRAINING 11
From garage to greatness
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’.
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-amonth 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 right marketing strategy for each group. I call this marketing with an understanding of where on the ladder of loyalty the stakeholder stands.
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. Here’ s how to climb each rung of the ladder, with actionable marketing tips at every step.
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.
Craig Lourens, Business Coach.
© Plumbing Africa
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.
Image generated with OpenAI’ s DALL · E( via ChatGPT)
The‘ ladder of loyalty’ concept.
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.
November 2025 Volume 31 I Number 09 www. plumbingafrica. co. za