The only real way to “know” how well you are doing is to measure yourself somehow. For instance if the goal was weight loss, then you would simply get on the scale.
If you lost weight then you will “know” that whatever you were doing was working to some degree. If you gained weight then you probably would need to adjust your approach. Well the same is true when it comes to marketing your cleaning business, or any business for that matter.
The way this plays out in a practical sense is when your phone rings. Generally the call you get is a inquiry of some sort. They either have a question about your service or they actually want you to come out and provide a quote. They may even want you to come out ASAP and perform the service right then and there!
Whatever the case may be, you need to find out one very important tidbit of information BEFORE they hang up the phone. You’ll get this information by just ASKING a simple question. The question you need to ask goes like this…
Can you take a moment to tell me how you heard about our company?
That one simple question MEASURES THE PROGRESS (or lack of progress) of the effort you are putting into your marketing plan. While many people won’t have a definitive answer for you, many folks will tell you EXACTLY how your name came up when it came time to choose a vendor.
Over time this information tells a real pretty picture of how people stumble across your company. To be fair, this approach is one that is LONG-TERM. You can’t get a perfect picture in one week or even one month in most cases, but over the long haul the facts become crystal clear.
Like I said earlier, when you ask this question some won’t have a clue or won’t disclose what prompted them to call you. However those who do tell you provide valuable information. For instance many will tell you that someone they know referred them to your company.
When this happens it’s a good practice to ask “who that person is” so you can send them a “thank you” card for being so kind. Anyway… others may tell you they saw an advertisement. If so ask “which one” if you are running more than one. Still others may say they saw a company vehicle, got a flyer, sales letter or some other piece of marketing material.
You will even have some give you information that doesn’t make any sense, like someone saying they heard about you on the radio (even though you don’t promote yourself there). When this happens just move on, don’t argue with them and ruin your sales opportunity.
Now just the act of asking this question doesn’t mean your work is done. It’s a good practice to keep a notebook that tracks this information. In my company we just keep it next to the phone. Whatever the clients say we write down. At the end of the month you can total up all the answers to see what made the phone ring the most.
This is a super simple approach for getting a good feel for what is driving sales in your company. If you see that you are putting a lot of effort into something that is not delivering any calls, then tweak the plan or eliminate the effort altogether. If you find one thing is working well, then do MORE OF IT. Either way you win!
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