“You will have lost a job to someone you know isn’t as good as you… not because of skill, but because they had the rapport.”
— Rik Rushton, Insight Personal Development
Ask any builder what makes the job hard and you’ll get a list: weather delays, price hikes, clients changing their minds.
But the thing that makes it easier?
Great communication — especially the kind that starts with listening.
At The Good Builder, we recently sat down with Rik Rushton, award-winning author of The Power of Connection and one of Australia’s most sought-after communication coaches. He joined us live at the Level Up Experience event to share something every builder should hear:
“Be a better communicator of what you do than a doer of it.”
That’s not a knock on your skills. It’s a challenge: in an industry full of highly capable trades, the difference between good and great often comes down to your ability to connect.
You’re Better Than You Think — So Say It
One of the first things Rik calls out is a mindset issue — especially among younger builders or tradies stepping into leadership roles.
“I talk to guys who taint themselves with a brush of not being highly intelligent,” Rik says. “Which makes them feel uncomfortable communicating — and that creates bigger problems when they’re dealing with clients or team members.”
The truth? You don’t need a private school education or a polished vocabulary. You need three things:
- To be yourself
- To ask better questions
- To listen first, speak second
It’s not about being the loudest in the room. It’s about tuning into your client, showing them you’ve heard them, and guiding them through the process like a pro.
The Rapport Gap Is Real — And It’s Costing You Work
Rik didn’t sugar-coat it: most builders have lost jobs they should’ve won.
“It wasn’t because you didn’t know how to hang a door,” he told us. “It was because you didn’t have the rapport.”
Let that sink in.
You might have the better price. The better plan. The better product.
But if the client didn’t feel heard or understood — if they didn’t connect with you — they went elsewhere.
It’s frustrating. But it’s fixable.
The solution? Start treating communication as part of your trade skillset. It’s just as important as knowing your tools, and just as learnable.
Listening is a Superpower — And It’s Made of Two Words
Rik’s favourite lesson came from his grandfather, who once showed him two words on a piece of paper:
Listen. Silent.
Same letters. Different arrangement. Same lesson.
“You can’t be actively listening if you’re always talking,” Rik says. “Ask a few good questions. Listen to the answers. Then build your next question from that.”
It’s simple, but it’s not easy — especially when you’re juggling five jobs and your phone won’t stop ringing. But slowing down in that initial client conversation can save you hours (and thousands) later on.
Stop Overthinking. Start Guiding.
One of the biggest challenges builders face is figuring out how much to communicate — and how often.
Here’s Rik’s advice: Set the rules from the start.
- “You’ll hear from me every Friday, even if there’s nothing new.”
- “We’ll use a WhatsApp group to keep updates in one place.”
- “If you text me during the day, I’ll respond that night.”
“No one’s ever said, ‘My builder over-communicated with me,’” Rik laughs. “So set the expectations, and let them know how you work best.”
Want to go further? Try Rik’s game-changing idea:
🎥 Send a weekly video update.
Record a 1-minute video on Sunday night that says:
“Hey team — here’s what the week looks like. Monday we’re at Site A. Weather’s looking good. We’re aiming to hit lock-up by Friday.”
Drop it into a client WhatsApp group or email.
It’s fast. It’s clear. And it shows you’re organised — without 5 phone calls a day.
Learn It Like You Learned to Build
If you’ve ever thought, “I’m just not good at talking to clients,” Rik has news for you:
“I wasn’t a great speaker to start with,” he says. “In fact, my mum thought I couldn’t talk properly.”
Now he’s a keynote speaker who’s worked with AFL clubs, real estate teams, and now builders — helping them become better leaders through better communication.
His point? It’s a skill. Just like carpentry, estimating or reading plans.
You weren’t born knowing how to install a roof truss. You learned. Communication is no different.
Communication Builds Trust — and That Builds Your Business
Whether you’re a solo tradie, a small builder, or a director with a team of 20, communication is your greatest asset.
It builds trust with:
- Clients
- Suppliers
- Your own team
And trust leads to:
- Repeat work
- More referrals
- Less conflict
It’s not just a soft skill. It’s a business tool.
Final Word from Rik
“If I heard you correctly — you want to start here, finish there, with this style, and ideally around this budget. Does that sound about right?”
That sentence alone — delivered with clarity and confidence — can win you more jobs than any design brochure or feature list.
So ask yourself this:
What are you doing this week to become a better communicator?
About the Expert
Rik Rushton is a communication coach, keynote speaker, and author of The Power of Connection. Through his company Insight Personal Development, he helps professionals across construction, sport, and corporate leadership unlock the power of communication and connection.
Learn more at rickrushton.comome building in Australia.
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