Winning Clients as a Woman in the Trades
How Women in the Trades Can Win More Clients and Grow Stronger Businesses
Running a trades business is not just about what you build. It is about how you position yourself, who you serve, and how you grow.
For women in the trades, there is an added layer. Beyond the usual challenges of running a business, many are still navigating outdated perceptions, pricing bias, and skepticism from clients.
In Episode 9 of Trade Secrets powered by Metabo HPT, Julie Walther, founder of Women in Trades Hub, shares practical strategies to help women-owned trades businesses attract the right clients, build strong networks, and confidently grow.
Key Takeaways for Trades Business Owners
Not every client is the right client, and targeting matters
Women-owned businesses can tap into a growing demand from female clients
Social media groups and communities can drive real referrals
Building a network creates consistent opportunities and collaboration
Confidence in pricing is essential for long-term growth
Self-promotion is a skill that must be developed intentionally
The Reality Women in the Trades Still Face
Despite progress, many women in the trades still deal with outdated assumptions.
There is often a perception that women may not have the same level of expertise. There is also a common expectation that women should charge less for the same work.
These assumptions are not accurate, but they do influence how some clients think and behave.
At the same time, women are building strong businesses, creating flexible models, and serving clients in ways that reflect real-life responsibilities. Many are balancing business ownership with family, caregiving, and other commitments.
This has led to a different approach to running a trades business, one that often resonates with a specific type of client.
Trade Secret #1: Target the Right Clients
One of the most important shifts is understanding that not every client is meant for your business.
Some clients will always prefer working with someone they already know or someone who fits a traditional expectation. That is not a problem. Those are simply not your clients.
Instead, focus on the people who are actively looking for what you offer.
There is a growing segment of clients who prefer to hire women. This includes:
Female homeowners
Seniors and retirees
Widows or individuals managing a home independently
Women who are primary decision-makers in households
In many cases, these clients are looking for:
Comfort and trust
Clear communication
A sense of safety in their home
When you focus on this audience, you are not competing for every job. You are building a business around the right jobs.
How to Reach the Right Clients
Targeting the right audience requires being intentional about where and how you show up.
Use Social Media as a Networking Tool
Social media is not just for advertising. It is a place to connect, engage, and build visibility.
Join communities such as:
Women in construction groups
Female mechanics or welders groups
Local community groups
Participate in conversations. Answer questions. Offer help.
When someone asks for a recommendation, raise your hand and introduce your business.
Get Involved in Local Communities
Look for groups where your ideal clients already spend time.
This can include:
Real estate and property investor groups
Women-focused business groups
Community organizations
For example, property investors frequently need trades professionals to prepare homes for resale or rental. Many of these groups include women investors who are actively looking for reliable contractors.
Promote Yourself Consistently
Self-promotion is often uncomfortable, but it is necessary.
Opportunities include:
Posting in local groups
Introducing your business in community forums
Running ads in local publications
Placing flyers or notices in community spaces
The goal is simple. Make sure people know who you are and what you do.
Trade Secret #2: Build a Strong Network
A strong network creates opportunities that marketing alone cannot.
When trades professionals connect, they refer work, collaborate, and support each other.
In many cases, women-led networks operate in a highly collaborative way. Instead of competing, members share opportunities.
Examples include:
Passing along jobs when fully booked
Subcontracting work to others in the network
Referring trusted professionals to clients
This creates a steady flow of work and builds trust across the group.
How to Start Building Your Network
Networking does not have to be complicated.
Start simple:
Attend or organize small meetups
Connect with other trades professionals in your area
Create a consistent structure for meetings
Even informal gatherings can lead to:
New client referrals
Partnerships on larger projects
Long-term business relationships
Over time, these connections become one of your most valuable business assets.
Trade Secret #3: Stand Firm on Your Pricing
One of the biggest challenges many women face is pricing.
There is often pressure, both external and internal, to charge less.
Clients may try to negotiate more aggressively. There may also be an assumption that lower pricing is expected.
Standing firm is critical.
Your pricing should reflect:
Your experience
Your skill set
The value you bring
Your knowledge is not common. It is built through time, effort, and real-world experience.
How to Build Confidence in Your Pricing
Confidence is a skill that can be developed.
One simple approach is practice.
Say your pricing out loud. Repeat it until it feels natural. The more comfortable you are communicating your value, the easier it becomes in real conversations.
It also helps to surround yourself with peers who reinforce fair pricing. A strong network can provide accountability and support when it comes to maintaining your rates.
Protecting Your Time and Expertise
One important reminder is to avoid giving away too much of your time and knowledge for free.
Many business owners, especially those balancing multiple responsibilities, tend to overextend themselves.
Your expertise is your asset. It should be treated that way.
Charging appropriately is not just about income. It is about sustainability.
A Different Approach to Growth
Women in the trades are building businesses that often look different from traditional models.
They may offer:
Flexible scheduling
Personalized service
Stronger client relationships
These differences are not weaknesses. They are strengths that attract the right clients.
By leaning into this approach, many women-owned trades businesses are carving out their own space and growing successfully.
Listen, Watch, and Keep Building Your Business
If you want practical strategies to attract better clients and grow your trades business, this episode offers real-world guidance you can apply right away.
Listen to the full episode.
Watch the conversation on YouTube.
Subscribe to Trade Secrets powered by Metabo HPT for more conversations that help trades business owners build smarter, stronger companies.
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Explore More Trade Secrets Episodes
Looking for more insights on leadership, business growth, and the future of the trades? Explore other Trade Secrets podcast episodes and Metabo HPT resources designed to support trades professionals at every stage of their journey.
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