Mastering Communication: The Most Underrated Growth Tool for Trades Pros

Ask a Pro is our live webinar series where we sit down with experienced trades professionals to talk real growth, hard-earned lessons, and what it takes to run a modern service business.

In this session, we spoke with Lucas Wilson, CEO of Signpost , a company dedicated to helping service businesses elevate their customer communications. With years of experience in the retail automotive space and now in home services tech, Lucas has a unique lens on the human side of systems—and how communication, more than anything else, determines whether a customer is loyal, satisfied, or lost forever.

From technician training to proactive messaging to making the most of Field Service Management (FSM) software, Lucas brought a ton of actionable insights to the table.

Watch the full webinar here

Quick Takeaways

Here are 5 standout insights from the conversation:

• Technicians aren’t just skilled workers—they’re your frontline communicators.

• Customers want fast, platform-agnostic responses—meet them where they are.

• Proactive, transparent communication builds trust and prevents issues.

• FSM tools like FieldPulse bridge the gap between technical skills and people skills.

• Sales training isn’t just for salespeople—it empowers your whole team.

About Signpost

Signpost is a customer communication platform helping service businesses automate and streamline their client interactions. Based in the U.S., Signpost supports thousands of small businesses with tools for reputation management, review generation, and customer messaging. Lucas Wilson, the company’s CEO, brings decades of experience in customer-facing industries and is passionate about blending technology with empathy to improve outcomes for both businesses and their clients.

Full Recap

Communication Builds Trust—and Trust Builds Your Business

Lucas kicked things off with a fundamental truth: when customers reach out to a home service business, they’re often frustrated. Their AC is out. Their faucet won’t stop leaking. They’re not just buying a service—they’re looking for relief.

And yet, Lucas noted, many businesses fall flat in communication because they assume too much: that customers know what's going on, that a phone call is enough, or that “we’ll get to it when we can” is acceptable.

“At the core of both gaining a new customer and retaining the ones you’ve worked so hard to get, the way you communicate really is everything.”

He emphasized the importance of high-touch, consistent communication, especially in moments of stress. If you fail to respond quickly—especially across multiple channels—you’re likely to lose that customer to someone else who will.

Don’t Just Train Skills—Support People with Tools and Sales Mindsets

While it's tempting to focus on technical skills, Lucas made a strong case for investing in communication training and tools for your technicians. Not every technician is naturally great with customers—and that’s okay. The key is to equip them with the right systems to succeed.

For example, giving them tools that present clear estimates, explanations, or follow-ups can offset interpersonal gaps. He also believes in sales training for everyone, even those who don’t think they’re in sales.

“A technician will say, ‘I’m not a salesperson.’ But you are. You’re a salesperson for my brand, my service, our industry.”

Lucas recommends teaching soft skills like question-asking, listening, and explaining—not to upsell, but to better understand and serve the customer.

Customers Expect Speed and Simplicity—Give It to Them

Today’s customer doesn’t wait by the phone—they message on Facebook, fill out web forms, or text. And they expect a reply—fast.

“If I message a business and don’t get a reply, I move on. I’m not waiting.”

Lucas encouraged business owners to embrace omnichannel communication and make it easy for customers to connect—on their terms. This adaptability is key to staying competitive.

He shared how Signpost helps businesses automate their responses across multiple platforms, so leads don’t slip through the cracks.

Proactive Communication Prevents Problems Before They Start

Communication shouldn’t be reactive. Lucas shared a story about a digital finance tool that initially seemed like extra work—but once implemented, it boosted both efficiency and customer satisfaction. Why? Because customers could review, digest, and ask informed questions.

“People felt empowered to make decisions. That’s the power of proactive communication.”

He also talked about how a simple iPad-based presentation from an HVAC tech transformed his own customer experience. Proactive tools—like visual estimates, status updates, or automated texts—keep customers in the loop and reduce the chance of dissatisfaction or misalignment.

Follow-Up Isn’t Optional—It’s Everything

Lucas believes that follow-up is one of the biggest areas of missed opportunity for most trades businesses. Whether it's checking in after a service call or staying in touch with a lead who didn’t convert, follow-up makes customers feel seen and valued.

“So many businesses pay for a lead, never follow up, and then pay for that same lead again. It’s crazy.”

He also stressed the importance of being strategic with your timing. If you always call someone at 7 a.m. and they don’t answer, change it up. Follow-up isn’t just about volume—it’s about adapting to the customer’s rhythm.

FieldPulse: The Communication Backbone for Modern Trades Teams

Lucas closed by connecting all these insights to technology—and why FSM platforms like FieldPulse are essential for today’s service businesses.

From quoting and invoicing to team communication and follow-up, FieldPulse helps trades businesses centralize their customer touchpoints and turn good intentions into consistent action.

“You’re a skilled tradesman. You’re a perfectionist in your craft. Let people see that by using the right tools to stay efficient and clear.”

Whether you're replacing pen and paper or upgrading from spreadsheets, moving to an FSM platform is often the first real step toward sustainable growth.

Final Thoughts

From Lucas Wilson’s journey, one thing’s clear: how you communicate matters just as much as what you do. In a world where speed, trust, and clarity are everything, your team’s ability to connect with customers—before, during, and after a job—is your greatest competitive edge.

Whether you're just starting out or leading a team of 20, the pros who thrive aren’t just good with tools. They’re good with people. And they’re building systems to prove it.

Where to Find Signpost

Connect with Signpost across platforms:

• Website: www.signpost.com

• Facebook: Signpost

• Instagram: @signposthq

Watch the Full Webinar

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