If you are not getting sales, then one part of the “magic formula” is missing

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by Tom Watson on November 6, 2016

We have all heard the equation E=Mc2. That’s Albert Einsteins most popular mathematical equation.

While that one has a meaning far above what most of us can comprehend, there are other equations that are much simpler to grasp.

One in particular comes from the business world and it basically tells you the formula for making money in whatever business you are involved in. The formula I’m about to share is especially true for the cleaning industry, and that’s why I wanted to share it with you today.

It goes like this… K + L + T = B.

Sounds pretty simple, and quite honestly it is! Anyway… I’ll quickly break down what each letter means so you can put the power of it to use in your own business.

The first part of the equation is the K, and that stands for KNOW. It means the customers in your service area MUST KNOW YOU EXIST. At the end of the day you will not get any business whatsoever if people simply don’t know you own a business.

You need to be active in getting the word out. Some combination of networking, handing out flyers, direct mail, online efforts and everything else at your disposal usually does the trick.

The next letter is L and that stands for LIKE. You need to add this element once a potential customer KNOWS you. This L translates to the customer liking you personally in some capacity. In essence this is the very beginning of the relationship process you need to build in order to have them consider hiring your company.

Do your best to CONNECT with them on some level to help with this process. Maybe you are from the same neighborhoods, or your kids go to the same school. Whatever a connection is present do your best to pull that out.

Now that you have the K and the L you need to add the T. The T stands for TRUST. This is a key part because you go nowhere without it. I mean just think about how true that is…. ask yourself, “when was the last time you did business with someone YOU DID NOT TRUST?” You probably have not, just like most others!

You build trust by treating others with respect, not giving a hard sell or making claims that don’t make sense. Your goal is to SOLVE their problem, and the more you focus on how you can help them the more they will TRUST you are looking out for their best interests.

The real power of this equation is in having all three of these pieces CONVERGE together. Once you have the K, the L and the T, do you know what you get? The B letter should give it away, but if you don’t know what it stands for then the B is for BUY. As in the customer BUYS FROM YOU.

Many people who get started in their own business don’t know anything about this. Sadly those folks have a hard time getting business as a result. So when you are sitting there wondering how to drum up some business remember the magic formula: Know + Like + Trust = Buy.

{ 2 comments… read them below or add one }

1 HP November 6, 2016 at 12:21 pm

Well, it’s been awhile now with my new cleaning business and even though I’ve done alot of what you mentioned. I am not getting commercial cleaning work like I would like, even with the networking with business owners, website, mailings? So I figure my best bet is going directly to offices & connecting with businesses one on one. What do you think, any added advice would be appreciated.

2 Tom Watson November 12, 2016 at 10:47 am

I just replied to your email indicating you landed THAT FIRST CONTRACT! The first one is the hardest, you’ll be fine now.

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