When I was new to the cleaning business my goal was to target certain groups of potential customers. This made the process a little easier to grasp.
After all, when you first get started in any new business it can seem overwhelming at first. To attack this problem you need to simplify everything from top to bottom. This is where selective targeting comes into play.
So in practice, this means you’ll want to identify the accounts you would like to work with, then put a plan in place that gets you in front of that market. This is really nothing more than deciding WHO to target then HOW to get in front of them.
How “Selective Targeting” works with houses
When I was new to the business my goal was to start with smaller accounts. This way if I made a mistake in bidding or hiring it was only a small mistake. This “start small mentality” meant I needed to target potential customers that fit that description. This is why I started cleaning houses to begin with.
I felt like I could handle that plus if I messed up, it wasn’t like I was cleaning the local school district or anything. It was just a house for crying out loud! Anyway… when I was cleaning houses all I ever did on that front was to seek out nice looking expensive neighborhoods and either go door to door with flyers or do a mailing via direct mail.
This is about as simple as you get! Go to nice neighborhood and get some info about your business into their hands. If you have a good flyer and sales letter then added some decent phone skills when that call comes in, you’ll get some people to give you a shot at cleaning their home.
How “Selective Targeting” works with commercial
When I decided to move into the commercial side of the cleaning business I used the same approach that I had used successfully to find house cleaning jobs. But instead of looking for high-end neighborhoods I went on the hunt for smaller commercial units that allowed me to get some experience.
At the end of the day I didn’t want to get ahead of myself, so I zeroed in by looking for certain types of properties. Specifically I was marketing to every single real estate office near my service area. Then I targeted chiropractors, shipping companies, churches and interior design properties.
The common thread that runs through them all is that they are on the smaller side. I didn’t want to make any big mistakes on bidding the jobs so I worked at only marketing to smaller properties that I felt I could handle. My goal was to learn as much as possible AS EASILY AS POSSIBLE. I didn’t want any unwanted pressure!
Once I got comfortable bidding smaller type properties, then cleaning them properly, I felt a much more comfortable going after some bigger places to clean. As an example I went after larger units like doctor offices which come in endless varieties of specialties giving you plenty of options.
You can market to your run of the mill family practice to start with then from there you can go to specialty doctors like kidney care, eye care, back specialists and orthopedic practices to name a few. “Medicine” is BIG BUSINESS so you’ll likely have plenty of medical offices to market to.
I’ll wrap this up by making mention that starting small and GETTING THAT RIGHT builds a strong foundation. Learn how to do the small stuff like clockwork THEN move into larger units that are a little more complex. This way you get to grow without the headaches and pressures that doing it the other way present.
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