Oh, the joy of winning a new customer, that moment when the email lands or the call comes in – “We’d like to place our business with your company please, when can you start?”
However, as we all know, cleaning, like so many industries, is crowded, competitive and sometimes even cut-throat! So how do we stand out from the crowd and prove we’re not just different, we’re much better to boot?!
You might be slightly relieved to hear that there’s no silver bullet, no magic formula that, once applied, will rocket your business to stratospheric success forever. It’s hard work and a combination of several things all coming into play at the right time and in an effective way.
I’ve looked over the hundreds of campaigns we’ve ran over the years for contract cleaning clients and have picked out three things that unite all the success stories. Three things that, if applied exactly as instructed below, will definitely, categorically, absolutely bring results again and again.
I’m not guessing here – we’ve been at this now for ten years, day in, day out so believe me when I say I know what I’m talking about. Don’t ask me to put a shelf up or fix your car, but promoting cleaning businesses………………..
So, without further ado, here are your three keys to winning new customers straight away:
The 3 Keys To Winning New Contract Cleaning Customers
- Don’t sell on price!!What? Don’t try to undercut the incumbent? “This man doesn’t know our industry one little bit” I can hear you cry as you click off this blog in disbelief, but it’s true.People will only buy on price on an even playing field. Call a school/dentist/car showroom and tell them that you won’t negotiate on price and you’ll happily tell them why when you’re in front of them and you’ll have their attention.Why? Because you’re bucking the trend, and you instantly set yourself apart from the throng. Most of us don’t have the confidence to do this but I’m here to tell you that approach is highly seductive and gets attention, and it means you can charge more!
- Be Prepared To Make An Offer They Can’t Refuse“Upon starting for you, we’ll conduct the first month’s cleaning and then check that you’re happy with the standard. If you’re not 100% satisfied we’ll give you a 100% refund, no quibble.” Again, I can hear you gasp in horror, a full month free?? Is he mad?Here’s the thing – every time we’ve offered this on our clients’ behalf no-one has ever held us to it. Why? Because our clients make 100% sure that the standard of cleaning in that month is eat-off-the-floor perfect so there’s no risk. Contrary to popular belief it’s an extremely rare animal that would do this solely to get a fee month’s cleaning, they just can’t be bothered. What it does do is make a statement 10 miles high that you are completely confident in your service and if you’re in a beauty parade of three (often the case, yes?) then I guarantee you’ll be the only company making that offer.A faint heart never won a fair maiden so be brave and come up with your own show-stopping guarantee that will set you apart.
- Do Your ResearchIf you’re one of three companies pitching for a contract and you’re the only one that knows that they had a flood last year, were awarded “School Of The Year” from the council for the third year running and have a special needs area dedicated to physically challenged children then they cannot fail to be impressed.If you choose issues that can be linked to your service “Let our very high standards help St Mary’s turn a potential disaster into a minor incident and guarantee a fourth year as “‘School Of The Year’ and you’ll prove irresistible.
These three things are not the end of the story of course. There are many things that will aid the process and put your business head and shoulders above the rest. I’ve lost count of the things I’ve offered as a business over the years as a way of grabbing attention and never once has it cost me a penny in real terms.
What could your offer be? How can you blow your competitors out of the water with something you know they won’t dare offer?
If you try any of the above please email and tell me all about it. How did it go? Did you win the business? What ideas of your own have you come up? I’ll post the best responses on our blog (unless you swear me to secrecy of course!!) but either way get out there and try.
You never know what will work until you try and I promise you if you do try any or all of the above you’re in for a very, very pleasant surprise!
If you have any questions please don’t hesitate to get in touch, I’d be more than happy to help.
Happy selling everyone.