Breaking out of a Winter Slowdown

March 10, 2025

For many Canadian electricians, winter months bring a painful slowdown in business. You’re grateful for your projects, but snowbanks, cold temperatures and slippery surfaces mean a half-day project eats up most of the day and the battery in your heated hoodie always seems to be on “empty”. Generate new business by strengthening client relationships and boosting your profile.

Here are some old and new ideas to help you generate some business in the near and distant future. 

Light a fire under your prospects

The best prospects are your current customers…

• Ask a past client for a testimonial. Better still, ask if you can use their home/office etc., as a case study for your website or social media. This can help build your profile and allow the client to refer you to a friend and keep you on top of their mind as they consider new projects.
• Go through your computer and look for quotes that didn’t become jobs. Email those clients/prospects and ask them if they got the project completed and if they’d like you to update the quote for 2025.
• Design an “infographic” that lets your past customers know about other projects they may want to consider e.g. updating their 10-year-old smoke detectors, installing a whole home surge protector, FAQ’s about: EV chargers, recent code changes that could impact their business, office, home, etc.

Whatever method you use, phone, text, email, personal visit, one “warm” outreach a day can have an impact on your business.

Break the ice with the gatekeepers:

• Property managers
• Real estate agents
• Building managers
• Concierges
• Etc.

Property, building managers and maintenance managers always need reliable electricians sometimes on short notice, when their primary vendor is away, if there is an urgent need or if their onsite electricians don’t have time or the expertise needed. Most buildings have the name and contact information of the property manager right in the lobby. A quick drive-by and short call can get you right to the decision-maker.  Often just asking to be added to their preferential vendors list is all it takes to start getting business. 

Concierges have the pulse of a condominium building. They know when residents are having issues when suites are changing hands, when long-distance landlords are having tenant issues and most importantly who was NOT happy with their recent remodel, renovation, etc. Drop a few business cards off at the front desk and boom you now have a designated salesperson to a captive audience of hundreds of homeowners.

Real estate agents are the first stop when a friend, colleague, or customer is looking for the trades. Old homes often have a building inspector deficiency list to be tackled before they are listed for sale. Also, new homeowners may need a panel change, knob and tube removal, down lights installed, or kitchen and bathroom upgrades done before they move in, etc., Go through all the flyers in your mailbox and reach out to the realtors. They would love to chat with you.  Remember – they are in and out of houses all the time and make notes when they see good quality work vs the other kind.

Busy people run hot and cold.  They are your best friends some days and perfect strangers the next.  Don’t let that deter you.

Networking in the local business community

Check Eventbrite and Google for networking events in your trading area. Chances are you’ll connect with other self-employed people. Insurance agents, personal trainers, financial planners, etc.  Some networking clubs limit their attendees to one member per industry/sector.  Some have a formal lead exchange where business owners let other members know about their client who needs your services.   Often these networking events take place during off-work hours e.g. breakfast meetings or cocktails so the impact on your work and family commitments can be minimal.  Some even take place over Zoom.

After a networking meeting be prepared for an avalanche of emails, text messages and LinkedIn requests. Most of which will be focused on trying to get an immediate sale from you, don’t worry. Look for the networking group(s) that meets your needs and stick with them. Before you know it, the inner circle in the group will be a great source of business for you.

Social Media

As clients and decision makers get younger social media becomes the primary method of communication and information distribution. If you are a social media “noob” its’ time to “glow up”. Here are some tips for you.

• Join a few neighborhood Facebook groups. Not a day goes by when local homeowners ask for referrals for tradespeople or troubleshooting advice.  Remember, givers get. If you give advice and your point of view, work will come your way. Don’t forget about groups on LinkedIn for property and building managers.
• Update your website and social media profiles with fresh project photos and client testimonials.  Google rewards websites with new content and updated social media with improved search scores.
• Post helpful electrical tips on social media to keep your business top of mind. Encourage satisfied clients to leave Google or Facebook reviews—strong reviews help build credibility and attract new customers.
• Follow other electrical contractors and tradespeople. Get a sense of what information is out there. Be prepared when clients ask you why it took you all day when the guy on TikTok did it in 3 minutes or get ready to explain how the code varies from jurisdiction to jurisdiction and as do costs.

Clients and prospects will search for you before they start working with you. It’s important to ensure your information is up to date and to establish an online presence to showcase your expertise. Displaying your connections throughout the community can also go a long way in gaining the trust of potential clients.  

Tip of the iceberg

Winter doesn’t have to be a slow season. These are just a few ideas to expand the way you market your services and build strong business relationships for the rest of the year.  What are other strategies and tactics for growing your business during the quiet periods?  Let us know.