If you are selling software or services into any home services category (such as pool cleaning, roofing, HVACs, plumbing, etc.), your GTM motion has a straight formula you need to follow, and it is incredibly painful and COSTLY in the beginning.

First thing: what not to do.

Do not call, text, or email leads in this space. Majority of businesses are run by a solo business owner who is also doing the work. They typically do not have an executive assistant or staff to answer the phone during the day when they are at a job site, and they already have difficulty following up on all their emails.

Remember, think about this space from first principles. Already, as a consumer, you may have difficulty reaching out to a handyman today by phone or email, and that is when you as a consumer are the PRIORITY of the business. Now, if you are a vendor, you are at the bottom of the totem pole for any services business.

So then, how do you build a GTM playbook? Three avenues to scale your business based on the playbook used by ServiceTitan (based on observation):

1. Join every single local business association in your vertical. They will often host meetups where these business owners often attend these meetings in order to learn from other practitioners in the space. This is where you can pitch your business AND get the prospect to sign up. Make sure to have a demo ready and make onboarding super simple with a 1-2 step sign-up flow, and start onboarding customers ASAP.
2. Start attending industry conferences. Similar to #1, your customer who attends these events is looking to learn more about new technologies. Take advantage of this to get them to sign up!
3. Create a list of mid-market private equity firms and their portfolio businesses in your vertical. These PE firms are often doing acquisitons and rollups of smaller SMBs in your space, and you can likely create a partnership proposal with the CEO/operator of the business with respect to selling your service.

Remember, these strategies are all incredibly costly, so keep track of CAC and bare minimum, make sure you are selling your product at a high enough price point to cover the cost of event-driven marketing and sales, especially as your sales team scales to keep up with demand.