Why Your Best Salespeople Are Already on Your Payroll
If you’re running a business in Brisbane—whether you’re a builder in Coorparoo, a law firm in the CBD, or a smash repair shop in Geebung—you’ve probably noticed something frustrating. You post a great photo of a finished job on your business Facebook page, and... crickets. Maybe your mum likes it, and your spouse shares it, but the phone doesn't ring.
Then, one of your apprentices posts a photo of the same job on his own profile, and suddenly three of his mates are asking for a quote.
That isn't a fluke. It’s how the world works now. People don't trust 'brands' or 'companies' nearly as much as they trust other people.
When your staff talk about the work they do, it isn't 'marketing' to the person reading it. It's a recommendation. It's proof that you’re good at what you do. In the industry, they call this 'employee advocacy.' I call it common sense. It’s about getting your team to help you bring in more work by showing off the great stuff they do every day.
Does This Actually Make Money?
I’ve seen this work for dozens of Brisbane businesses, and the results are always the same: more enquiries and higher quality leads.
Think about it. If you’re a homeowner looking for a kitchen renovation, are you going to call the company with the slick, expensive-looking ad, or the company where you saw a local guy posting a video of a cabinet install he was proud of? You’re calling the local guy.
This works because it bypasses the 'sales filter' people have. We are all sick of being sold to. But we love seeing behind the scenes of a local business. When your team shares content, you get:
1. More eyeballs for $0: You aren't paying Facebook or Google to show these posts. 2. Trust you can't buy: A recommendation from a staff member carries weight. 3. Better staff: When your team is proud to show off their work, they do better work.
Most of what you read online about this is rubbish. They’ll tell you to buy expensive software or create 'brand guidelines.' You don't need that. You need a simple plan to get your team involved without making it feel like extra work for them.
Step 1: Stop Posting Boring Content
The biggest mistake I see small businesses make is forcing their staff to share boring corporate updates. If you ask your receptionist to share a post about your 'updated privacy policy,' they won't do it—and if they do, nobody will care.
To get sales, you need to stop posting for nothing and start sharing things that actually interest your customers. This means:
Photos of the team at work: Not headshots, but real action shots. Finished jobs: The 'before and after' is the king of local marketing.
- Problem-solving: 'Customer had a leak, here is how we fixed it.'
Step 2: Make it Easy (The 'WhatsApp' Method)
Your staff are busy. They are on tools, seeing clients, or managing projects. They don't have time to be 'content creators.' If you make it hard, they won't do it.
I told a landscaper in Morningside to do this: Create a group chat for the whole team. Tell the boys to take one photo a day of something they are proud of and drop it in the chat. That’s it.
From there, you (or someone in the office) can use those photos for the main page, and the staff member can easily share that photo to their own profile with a simple caption like 'Stoked with how this deck turned out.'
Step 3: Use Video to Close the Deal
If a picture is worth a thousand words, a 30-second video of one of your experts explaining a job is worth ten thousand dollars in sales. You don't need a film crew. A modern iPhone is more than enough.
When your team uses video to get sales, it builds a massive amount of rapport before you even pick up the phone. The customer feels like they already know the person who is going to show up at their house. This is how you win jobs even if you aren't the cheapest quote in town.
Step 4: Incentives (Don't Be Tight)
If your staff help you land a $20,000 contract because they shared a post, you should look after them. You don't necessarily need a complex commission structure, but a 'spotters fee' or even just a shout-out and a case of beer goes a long way.
When the team sees that their social media activity leads to more work and rewards, they’ll keep doing it.
Step 5: Show Proof You Are Good
At the end of the day, people want to know they won't get ripped off. Your staff sharing their day-to-day work is the ultimate proof you're good at what you do. It shows you are active, you have a team that cares, and you are consistently delivering results for Brisbane locals.
What to Do First
1. Talk to your team: Explain that you want to show off their hard work. 2. Start the group chat: Ask for one photo per day. 3. Lead by example: You post first. Show them it doesn't have to be perfect. 4. Watch the comments: When people ask questions on your staff's posts, make sure they get answered quickly.
This isn't an overnight fix. It takes a few weeks to get the momentum going. But once your team is acting as an extension of your sales force, you’ll find you can spend a lot less on expensive ads and still keep the diary full.
Need help getting your social media to actually ring the till? At Local Marketing Group, we help Brisbane businesses stop wasting time on 'likes' and start getting real customers. Contact us today and let's get your business growing.