John had always taken pride in the quality of his window and door installation company. Specialising in new builds, his team delivered top-notch work, earning praise from clients for their craftsmanship and attention to detail. But despite the glowing reviews and referrals from contractors, John felt his business was missing out on potential growth.
He knew his services were good, but he also realised that many homeowners and local builders didn’t even know his company existed. For John, the issue wasn’t the quality of work—it was visibility. He needed to get his business in front of more people, especially in his own community.
One day, as he was driving home and passed by a local community event, John had an idea. What if he made his business more visible by getting involved in the community? What if instead of waiting for referrals to come through contractors, he introduced his company directly to the people who could become his next clients?
Getting Involved with the Community
John decided to take action. The next week, he contacted the organisers of a local charity fun run and offered to sponsor the event. He didn’t stop there—he also set up a small booth where his team could show examples of their work and hand out brochures. It wasn’t about making a hard sell; it was about letting people in the community know who they were and what they did.
This wasn’t the first time a local business had sponsored a community event, but John approached it differently. Instead of pushing his services, he focused on getting to know the people who stopped by. His team was approachable, offering advice on home improvements and even giving out free consultations to anyone interested. By the end of the event, John had built relationships with dozens of people in the community who had never even heard of his company before.
The Power of Being Visible
After the event, something incredible happened. John started receiving calls from people who had seen him at the fun run, asking for quotes or referrals. Word of mouth spread quickly, and soon, builders and homeowners alike began to reach out.
What John had discovered was the power of community visibility. Being present at local events allowed him to build trust with potential clients in a way that traditional advertising couldn’t. People remembered his face, his company’s involvement in their community, and his willingness to engage with them on a personal level.
Why Community Visibility Leads to Customer Growth
John’s success wasn’t just about showing up at an event—it was about being genuinely visible and approachable within his community. Here’s why being visible can lead to customer growth for small businesses like John’s:
It builds trust: People are more likely to do business with companies they feel they know. By showing up in person at local events, John created an opportunity for potential customers to meet him and his team face-to-face, which built trust.
It fosters connections: Community visibility isn’t about making a hard sell. It’s about engaging with people and forming genuine connections. John’s conversations with locals helped him build relationships that led to long-term clients.
It keeps your business top of mind: Even if someone doesn’t need your services right away, seeing your business regularly in the community keeps you at the forefront of their mind when the need arises. John’s presence at multiple community events made his company the first choice when homeowners needed new windows or doors.
How to Make Your Business Visible in the Community
If you’re wondering how to make your own business more visible, here are some strategies inspired by John’s approach:
Sponsor local events: Look for opportunities to sponsor community events, such as charity runs, local fairs, or school activities. This puts your business in front of the people who are most likely to need your services.
Set up a booth or display: When attending events, don’t just show up—engage with the community. Set up a booth or display that shows off your work and invites people to ask questions or learn more about your services.
Offer something valuable: Like John, you don’t have to push your services hard. Instead, offer something of value to those who stop by. This could be free consultations, advice, or even just a friendly conversation about home improvements.
Get involved in local causes: People appreciate businesses that give back. By supporting local causes and charities, you not only raise your visibility but also show that you care about the community.
What Happened Next?
Over the following months, John made it a priority to stay involved in local community activities. He sponsored a few more events, held a demonstration at a local home expo, and even offered to help install windows at a charity build for a new community centre. Each time, he focused on being approachable, offering value, and building genuine relationships.
His efforts paid off. John’s company became a household name in the area, and his customer base grew steadily. Homeowners felt confident hiring him because they had seen him active in the community, and builders knew they could trust him because of the strong reputation he had built.
John’s experience proves that being visible in your community isn’t just about getting your name out there—it’s about becoming a trusted part of the local fabric. It’s about forming connections that lead to lasting customer relationships.
Are You Ready to Grow Your Business Through Community Visibility?
If you’ve been relying solely on traditional advertising or word of mouth to grow your business, it might be time to rethink your approach. Being visible in your community can open the door to new clients and long-term customer growth.
Need guidance on how to make your business more visible? Contact Mark A Preston, Customer Growth Coach & Speaker, to learn how his coaching and training can help you grow your customer base through community engagement and authentic connections.
