Chris
It isn't about what you know, how you have learned it or how you get it across.
No that is wrong, it is all of that initially - that get's the ball rolling.
Once the ball is rolling it is how you handle yourself, the confidence you inspire, what you give them as an end product.
You can learn people management but it is a lot easier if it is natural.
Roger has built a reputation, he is good at what he does, he understands the chemicals, the application, the processes.
Speak to him - it's like speaking to the almanack on wood restoration.
It doesn't matter that he doesn't know everything, he knows enough to blag it through (if he needs to) and if it is something technical he will find out.
People will always pass on the details of a good, tried & tested service, particularly when they have the money but don't want to be ripped off, niche market, basic service
If Manchester airport asked me for a plan to clean the whole complex i wouldn't have a clue but I could give them a complete breakdown and structure within a week.
I may be crapping it but they would feel confident that I knew what I was doing.
Confidence in your service and yourself
The window to the business (website) has to tell people the same.
I'm a one horse show but my business has cleaned on the Olympic Park - this guy must know what he is doing (is the impression) and he must be geared up for it.
Let's give him a call
Rob