Tapping the power of service aggregators

by David Wilson
Physical phone directories of a certain sunny colour are often demoted to doorstops. For the clued-up consumer in search of a service, it is much more convenient to click links than physically flip a reference bible's paper pages.

The virtual version of the directories, yellow.com.au, addresses the itch for quick-fix business information, supposedly luring 2.5 million unique visitors each month. TrueLocal performs a similar function. But you might win more work if you drop directories and court clients through an alternative conduit with an interactive tilt. Consider the charms of the service aggregator.

Despite the clunky name, this alternative marketing tool can be powerful. Think of it as a client capture magnet or matchmaking machine, which spits out job leads to listed businesses via SMS or email.

An interested business can then competitively pitch for a project, stating a fee. Typically, the business that wins the eBay-style employment auction pays the firm behind the aggregator about 5 per cent of the accepted bid. No win, no fee.

In theory, an aggregator enables a small business operator to fill downtime when commissions dip and anxiety soars. With luck, the one-stop auction house-cum-dating agency might even spark seamless workflow -- a parade of new clients.

True, at first glance, the average aggregator looks limited. Most listed businesses specialise in physical toil -- plumbers and the like abound.

Still, entrepreneurs with abstract skills can apply for a listing. [...].

Whether a job that you apply for is filing a law suit or mowing a lawn, because your pitch will likely be typed, get the grammar right and inject some charm. But forget about winning every quote. Even a thriving business only wins about one new customer for every five bids, [...].

In competitive industries, the picture is drastically worse. The success rate halves.
Still, embracing an aggregator appears a better step than just passively appearing in a directory and hoping that somebody calls. Aggregators are all about action, getting things done.

Work Web -- five service aggregators

www.whocando.com.au

Snappy and reassuring. Stresses that a provider can access and view a buyer's profile. "This allows any potential bidder to understand the history and credibility of the buyer on WhoCanDo before placing a bid."

[...]

Source: Sydney Morning Herald, November 30, 2009