One of the challenges in marketing today is people are absorbing information in so many different ways and we have a big generational gap also. Some prospects absolutely will still open up a sales letter and read it top to bottom. On the other hand we have people who have never read a newspaper and receive all their news from social media, mainly facebook and twitter. Here are 5 steps we can take to hone our skills and become better at marketing our commercial cleaning service or commercial carpet cleaning business.
Commercial cleaning marketing or commercial carpet cleaning takes much longer to develop sales in the beginning, which is the bad news, good news is once established it also takes longer to fall apart. Everything happens in slow motion compared to residential marketing. Overall a good plan is 6-8 touches a year, often prospects do want to buy but not right now. Now a touch can be phone calls, direct mailers or email.
Second is most of the marketing requires person to person contact by phone/door to door/networking. Yes online advertising does work and we provide that as part of our platform see here >>>> http://methodcleanbiz.com/commercial-cleaning-advertising-ideas/. Some of the advertising options are facebook, linkedin, email and adwords.
Personally still feel for commercial cleaning regardless of service the main way to get jobs is talking to 20 people day/week on a rotation where we repeat every 3-4 months. Always have loved the idea that by qualifying leads and also deleting contacts that are not a good fit we are becoming more and more productive every rotation. Now whether that means going door to door, phone sales or networking I think is based on type of service you provide, what is the density of the contacts and do they deal with the general public. Going door to door for a 300 person software company will be really tough but great for a restaurant.
Third is bidding and learning how to estimate cleaning projects. For carpet cleaning wide open hallways cleaned 6 x year is completely different from a 1x job in cubicles with lots of furniture. On the commercial cleaning side a call center with 200 desks that need to be wiped down and 200 garbage cans emptied will take a looong time. This is why learning estimating, specifically production rates in different situations is so important. We have carpet cleaning jobs at .05 cents a square foot that are super profitable.
Become A Good Listener
Fourth is sales, become a good listener when going on a bid, ask questions and most importantly listen to the answer. For more on listening >>> http://methodcleanbiz.com/2016/10/12/commercial-cleaning-sales-pitch/. More often than not people will tell you exactly what is most important to them. Of course price is important but it can be #2 or even #3 if you give them what they want. Some prospects want you to have experience in their specific industry, this can help greatly by using exclusivity in your sales pitch and marketing.
Nurture & Follow Up
Fifth is follow up and learning how to nurture. Often in commercial cleaning specifically people are not ready right this second but are interested in general. Just like we might want to buy some equipment or a new van but not for 6 months or next year. The key is finding reasons to stay in front of them, even emailing a blog is well worth it and works as a reminder.