The act of getting your marketing and promotional material in front of your target market is only half the battle.
The other half is getting them to TAKE ACTION. In other words, that “action” is convincing them to call you. This may seem easy to do, but it’s not.
Your target market gets BOMBARDED with all types of offers on a daily basis. Know how I know this? Because we all get pounded with advertising each and every day. If we are, then they are!
For instance the other day I received two different credit card offers, a supermarket coupon, a charity request, a Valpak coupon pack and a department store sales flyer. That was just ONE DAY!
To break through THAT TYPE OF CLUTTER you really have your work cut out for you. A run of the mill or otherwise “ordinary” offer doesn’t stand a chance! That’s why you see so many special promotions.
This is why one company may offer 25% off, another company is offering 35% off and every now and again you see some 50% off and more type specials. These companies realize that they need to create some separation between them and their competitors.
These special promotions help to differentiate you from everyone else and this is why you need to do the same. Not all the time of course, but every now and then to be sure.
When I have run promotions in the past for our commercial cleaning operation we have offered AT LEAST 25% off the customers first full monthly invoice. Many times we offer 50% off their first full month!
That type of offer is HUGE. I don’t know of another cleaning company in my area that does anything remotely the same. I believe this plays a large role in why my phone rings when I make that offer.
Every once and awhile someone will say “isn’t that too much” to give away? I say NO, it isn’t. This is because without that special promotion, your offer will just get lost in the pile of junk mail sitting on their desk.
And besides, the money you give away in the special promotion to get the customer will be easily made up over the long haul. Most newcomers don’t see it that way and only think “short-term” instead of “long-term”. This causes them to lose out, sadly!
From my experience once a customer switches over to your company odds are you will have them for AT LEAST a few years if you are doing a good job and a lot longer if you run a first class operation.
This is because customers go through a lot of trouble in many cases to switch cleaning companies. They don’t generally like to give up too fast on something after they have so much invested in it.
This doesn’t mean a few oddball clients won’t take advantage of that special offer and cut you lose once the special is over. I’ve had it happen a few times, but on the whole it’s extremely rare and I wouldn’t lose any sleep over it.
So to make a long story short, get inside your potential customers head and craft an offer that they simply can’t refuse. When you do, your phone will ring, you will get more chances to prepare a quote and you’ll no doubt get more customers.
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