About Us
Hi, I’m Shane Deubell and I first started this blog 10 years ago.
I have been active in social media for commercial cleaning, janitorial and carpet services for over 20 years now. Since they started, really.
Initially in the old online forum world would try and write out to explain different topics.
The first piece of content we created was the bidding calculators. It grew frustrating trying to explain how to bid on cleaning contracts with written formulas.
We thought it would be much easier in the digital world to have a free online bidding calculator.
Next we created a full 30 page commercial cleaning business plan and employee handbook. These are basic business building tools that most cleaning services don’t have access to or maybe not even realize their important until they are too late.
Our Marketing Strategy
What is Account Based Marketing? ABM is a shift from just getting commercial cleaning leads randomly to targeting prospects at specific businesses and specific industries or what we like to call our KEY ACCOUNTS. (note depending on your goals and size)
What are some examples of Key Accounts? Medical buildings from 5000 to 10,000 square feet. Professional offices from 20 K to 50K square feet, all businesses within a 5 mile radius regardless of size.
What businesses can use account based marketing? Commercial cleaning, janitorial services, office cleaning, commercial carpet cleaning, restroom sanitation, tile and grout cleaning.
Key account marketing has become a crucial issue for many companies. Driven by some form of 80/20 rule – 80% of current or potential revenues come from 20% of customers – many firms have come to realize that these customers must be treated somewhat differently from the average customer. Of course, it is one thing to recognize that these accounts should be treated differently, it is quite another to figure out exactly what to do
Return on Investment Equation
As a cleaning service provider the Key Account can help their customers achieve a better ROI by analyzing the ROI Equation.
- ROI = Profit / Investment
- ROI = (Sales Revenues – Costs of Goods Sold COGS) / Investment
- ROI = ({Number of Sales x Prices} – Costs) / Investment
This gives broad options for improving ROI.
Applied to Key Accounts the Pareto theory hits home – if we apply 20% of our effort to just 20% of our customers (our Key Accounts) we will receive 80% of the rewards.
However, we are not just talking of our 20% Key Account Customers in terms of their size, but in terms of their profitability and sustainability.
Therefore, a Key Account is also an investment in the future, and as we know all too well from recent stock market performance, past performance is no indicator of future performance.
This is where the biggest difference lies between selling and key account management.
A salesperson needs to live in the past, present, and future. They base their sales on the past requirements of their customers and present discussions with potential and new customers on their present and future needs. The majority of sales people are reactive to the needs of their customer, only being proactive when they need to cold call potential new customers.
How Can We Help
Our Mission is to help cleaning services by introducing account based marketing techniques to the thought process and grow their business to whatever level they want.
