Cleaning Business School Archives

How To Onboard New Cleaning Clients (For A More Profitable Cleaning Business)

June 7, 2017 by Lisa Macqueen 3 Comments

How Do You Welcome New Clients To Your Cleaning Business?

So, you’ve landed a new cleaning client, they’ve signed the paperwork, and everyone’s ready to start that lovely new cleaning job. Are you missing one crucial piece of the sales puzzle? Do you know how to onboard new cleaning clients for a more profitable cleaning business?

Why Is Good On-Boarding So Important?

In the cleaning industry, having a solid process for new customer on-boarding, is absolutely essential.

It’s how you take a visitor on their journey from your websites’ home page, through to signing up for your services, delivering with the “wow” factor on the first clean, and, continuing to add value to their lives at every service.

Because, when you do THIS right, it can help you keep your clients longer.

In today’s video, I’m sharing 7 on-boarding best practices that will get your relationship with your new client off on the right foot. With these tips, you’ll learn how to deliver value early, and retain your new client profitably for years to come. To view, click the image below..

What are the benefits of client on-boarding?

Imagine this: you’re talking to a prospective new client. You do everything right – you listen to their needs, build rapport, and build trust. Then, you present your proposal and close the deal.

So far, so good right?

Then comes the time to get their job started, and so you send them an email:

“Dear David,

Thanks for choosing ABC Cleaning company and signing our contract! I’d like to introduce you to Amanda who is now in charge of your account.

She’ll take care of you from here on ok? All the best,”

Imagine how David feels now? A little like he’s been brushed by you and then pushed onto someone new who he doesn’t know or trust. He has no idea what to expect from this new person, and all of a sudden, he’s lost confidence in your cleaning business, and you haven’t even started the job yet! He’s off to a less-than-stellar start with your company (which is not a good start for you or him..)

Here’s what a good client on-boarding process can do:

How Do You Welcome New Clients Into Your Cleaning Business?

Removes confusion or doubts. Your clients know exactly what’s happening. What they’re getting (because you have provided them with a detailed specification). They know who they’ll be liaising with in your Company, they understand how it will all come together when you begin the job, and they know that you know, what their expectations are.
New Clients Who Are Happy With Their Cleaning Services

Builds trust. The more a client trusts you, the less likely they are to micromanage every detail of their cleaning service agreement with your company.
Removes buyer’s remorse. They will feel cared for, appreciated and understood. They won’t be second guessing themselves wondering if they should have gone with ‘the other guys’. instead, they’ll be happier with their decision to hire your cleaning company. This can only increase retention and referrals.
Establishes the benchmark. Ask your client, “Tell me in one sentence, what does success with your cleaning service look like – how will you know that we’re doing a great job?” This question really helps to identify key areas that they pay attention to, and it shows your new client that your business is ‘tuned in’ to excellence..

Introduce Clients to the tools you use to manage their job. Do you use a site management software like Swept, or Cleantelligent? Or perhaps a Customer Relationship Management (CRM) system like Infusionsoft, AWeber or Ontraport?

If so, you’ll need to introduce your clients to these tools so that they understand how to use them (if applicable). With the CRM system, it’s imperative that your clients understand that this is how you will communicate with them electronically, and so it is vital they don’t unsubscribe to your emails.

Now that you know how important it is to onboard new cleaning clients, click here to watch the video and learn how to bring on new clients – the right way.

Tell me how you on-board new clients into your cleaning business…

Share as much detail as possible in your reply. Thousands of incredible cleaning business owners come here for insight and inspiration and your words may be exactly what someone else needs to hear to move ahead in their business journey..

Important: share your thoughts and ideas directly in the comments. (Links to other posts, videos, etc. will be deleted as they come across as spammy).

👍 Like if you agree, comment below and share this with someone to help them achieve their cleaning business goals.

TODAY’S QUOTE:

“Action springs not from thought, but from a readiness for responsibility”. Dietrich Bonhoeffer

Lisa x

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Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

PS A FREE REPORT FOR YOU: “How To Get Cleaning Clients Even If You’re Brand New To The Cleaning Industry”

Go Grab Your Free Copy By Clicking On This Link: Here

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5 Top-Secret Questions You Need To Ask Your Prospects – How To Grow My Cleaning Company

January 31, 2017 by Lisa Macqueen 16 Comments

5 Secret Questions You Need To Ask Your Prospects (So You Can Grow Your Cleaning Business )

I was on an interview recently, and asked what my top 3 Secrets To Grow Your Cleaning Business in 2017 were (you can checkout that interview I did with Joshua Latimer here) and I thought…hmmm

“That would make a great post for this week….”

because as we get into the year, the better equipped we are with information, the better our year will be right?

So, let’s start off with our customers… and making sales because..

Sales are 100% of Profit

..Sales are 100% of profit

But to get a sale, we have to attract a prospect, and then do a great job and turn them into customers, and then KEEP THEM (which is where a lot of cleaning businesses come undone.

Keeping customers can be HARD

Some customers aren’t shy at all about expressing their opinions. They know they’re paying for a cleaning service and they aren’t afraid to communicate exactly what they want and need.

But then there are others who may be hesitant, unconfident, or at least less forthright with you for dozens of reasons. But the hesitant ones could be the ideal customers, the loyal ones that want your services for years to come. They just need to confirm that you’re the right fit. To unlock this information, you need to know what they’re not saying.

Throughout my years in the cleaning industry, I’ve gathered up the most essential ways to reassure current and potential clients so that your business will be booming. And stay that way…

Here’s what you really need to know:

# 1. They’re dying to figure out how you’ll be different.

You know, different from the previous cleaning service that clearly didn’t work out (because otherwise they wouldn’t have called you). The way to not only reassure them but to actually stand out is by asking them this very simple question (learned from the indomitable Skip Miller)..

What’s causing you to change your cleaning service?

And then be quiet. This is their turn to speak! And, they’ll tell you all the things that they haven’t been happy about – which is valuable information for you, because these things are their ‘hot buttons’….

When you know your prospects ‘hot buttons’ you can tailor-make your proposal like a laser guided missile to it’s target – because you’re offering them targeted solutions to their (already existing) problems.

And no-one else will be doing that, (trust me, most cleaning business sales people just talk about themselves and their company incessantly) instead of talking about solutions to their prospects problems…

…Which is how you win your prospects’ trust..

The ‘ol one two’

And if you want to give them the ‘ol one-two punch’ then hit them with this next question (courtesy of the lovely Angela Brown Oberer…)

How will you know your home or office is really clean?

And guess what? This question will tell you EXACTLY the areas that they ‘see’… That is, the areas that are more visible to them than others.

Meaning (insert drumroll here…)

You can focus on those areas and know in advance, that your shiny new customer will see it, and appreciate it…..and stay with you longer..

It’s simple, but crucial for client retention.

# 2. They want to know how you hire and screen your employees.

What is DIFFERENT about your employees and team?

If you have a special “5 step on-boarding process” that includes some cool new ideas for bringing on efficient team members with a great eye for detail – shout it from the rooftops! (And if you don’t -2017 is the year you need to get your talent acquisition strategy as strong as your customer acquisition strategy).

Remember, your job is to be as DIFFERENT as you can from your competitors, otherwise, you’ll end up competing on price because your prospects won’t be able to make a clear distinction between your services and your competitors, so they’ll go with the lowest common denominator – THE PRICE

# 3. They want to know how long you’ve been in business (and whether you have the proper credentials).

Ok, truthfully????? They don’t care.

…..(insert a barrage of negative comments here… ) wait, wait, just hear me out first…

At the beginning of a new prospect relationship, this is simply not the most important thing to your prospect.

Why?

Because you’re not ‘there’ yet (and by ‘there’ I mean, on their mental short-list for the job).

They’re just checking you out… Just think of this as your first date… The time when you bring out “funny, charming you” who’s super interested in everything they have to say….

That my friends, is what a first date is all about…

You’ve Got To Date Your Prospects Before You Ask Them to “Marry” You….

Of course the whole licensed-bonded-insured thing is a great form of outward-facing credibility to the people who matter. How many years of experience your company has is also very telling. These clues speak to your legitimacy and trustworthiness.

And these things ARE important.

It’s just that going on and on about it at the first appointment is just going to bore your prospect to death because, THEY DON’T CARE YET..

But they will.

# 4. They want to know exactly what will be covered.

Whether you use a checklist, talk over problem areas or ask for a list of specifications, clients want reassurance that your team will do a much more thorough job than they’d do themselves if they had the time. That your team will take the time to tackle the areas that matter most (remember, this where you should be talking about those ‘hot buttons’). This should be part of the on-boarding process.

# 5 They want to know what happens if they’re less than pleased with the results.

Nooooooooo….. I just put that point in to mess with you!

Because you, the cleaning industry professional, are going to grow your cleaning business by beginning this relationship positioned as an expert. And you’re going to set your client’s expectations correctly right from the word go.

How would this sound in a real sales appointment? Something like this:

“John/Sarah, as a business, my team and I strive and work towards excellence, however, as with everything in life, it’s impossible to get a perfect score or 100/100 every single day.

Wouldn’t you agree John/Sarah?

So with that in mind, I’m going to be calling/emailing/dropping by on a weekly/monthly/quarterly basis and asking you – ‘are we meeting all of your needs’?

If you feel there’s even a small improvement that could be made, would you do me a favor?

‘Sure..’

Would you let me know before it becomes an issue so we can make any ‘course corrections’ needed, so you can have the service you signed up for, and my team and I can proudly call you our customer for many years to come?

Try this strategy… by getting your customers’ help right from the beginning, it sets up the whole shiny-new relationship on the right footing…

Why?

Because they’re worried about trusting you (they’ve been let down before, remember).

And you’re worried about asking them because you may be afraid those questions will open a can of worms. That’s always a possible outcome, but what’s more likely is that your team’s services will improve, you’ll learn a lot about what makes people lifelong customers AND your business will flourish because you weren’t afraid to ask.

So there you have it… how to grow your cleaning business by knowing what some of the thoughts are that are typically in the back of prospects’ and customers’ minds (but aren’t always addressed out of fear), AND knowing some of the right questions you can be asking to relax your prospect.

What do you think? I would love you to share some of your own experiences. Do you have another ‘top-secret’ question that your prospects ask? Leave me a message in the comments below and share your thoughts – I promise, I read and reply to every message..

“The most important thing in communication is hearing what isn’t said.” – Peter Drucker

Lisa x

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First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for the next Cleaning Business School – Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City in 2017? Get inspired, empowered and take your market by storm. Book now

PS A FREE REPORT FOR YOU: “How To Get Cleaning Clients Even If You’re Brand New To The Cleaning Industry”

Go Grab Your Free Copy By Clicking On This Link: Here

Want fast access to great information to help you build and grow your cleaning business? Go ‘Like’ us on Facebook or hit the ‘Subscribe’ Button on You Tube.

The 10 Best Podcasts & Resources for Cleaning Business Owners

December 13, 2016 by Lisa Macqueen Leave a Comment

Photo Credit: Dayne Topkin

The 10 Best Podcasts & Resources for Cleaning Business Owners

When I was starting out in the cleaning business, all I wanted to do was find other (more successful) cleaning business owners…. it would have been awesome to have had a list of the 10 best podcasts and resources for cleaning business owners back then -:)

I dreamed of hanging out with them… talking about new ideas to attract customers or staff, or just to have a sounding board when I was unsure of something…

It can be really lonely being a cleaning business owner….

My friends weren’t overly entrepreneurial (and a lot weren’t business owners), so they just couldn’t relate to some of the daily issues I was going through as a cleaning business owner. They thought I was crazy to be working so hard in my business….

I needed to find people who ‘got’ me and who I could learn off ….

People who had been where I was, down in the trenches, who had actually grown a cleaning business beyond just a “hobby” and weren’t doing things the old fashioned way…

Are You Still Doing Things The Old Fashioned Way In Your Business?

Photo Credit: Nirzar Pangarkar

I wanted to learn new stuff…

None of the so-called “Gurus” ever talked about cleaning businesses – so I was left to figure things out the long way (read: the hard way)…

I became absolutely driven to learn more about the cleaning industry – and yes, if I’m honest, it became kind of an obsession..

I wanted to understand every possible way that I could make a bigger impact with our customers and our staff.

AND YOU SHOULD TOO……

You see as Cleaning Business Owners, you’re problem solvers and relationship builders.

The thing is though, you’re busy “being” that – right? If you’re like most cleaning business owners, every day you’re facing a different set of challenges.

You know you should be “doing” social media, but have absolutely no idea where to start right? (HINT: Click Here to learn that)

You’d probably love to have a quick “go-to” list of podcasts and resources specifically for cleaning business owners right? How about a community you could interact with?

Sounds good doesn’t it? Not being alone in your business anymore…

You Don't Have To Be Lonely In Your Cleaning Business Anymore

Photo Credit: © kieferpix

So, I curated this cool list for you – in it you’ll find some of the finest podcasts, resources and thought leadership on the cleaning industry, and my prediction:

The cleaning business owners who become “experts” in their area, win. They win better staff and better customers.

And look, there’s no need to feel overwhelmed; it’s quick and easy to press play on a podcast during your morning commute or scan a quick article while your lunch is heating up. And we’ve made it even easier by curating a list of the most crucial ways to stay in-the-know.

The following resources are in no particular order of importance –so whether you like to read, watch or listen to information here goes – just make it your mission to start somewhere!

Top 10 Podcasts and Resources for Cleaning Businesses

Photo Credit: © alexmillos

Here’s Our Top 10 List:

The Quick Talk Podcast hosted by Josh Latimer is dedicated to helping business owners succeed. This episode divulges how to get more cleaning clients and grow quickly with a Power Followup Planning Checklist. New talks are posted every Tuesday and Friday.
Savvy Cleaner is a site dedicated to providing training and certifications for house cleaners. With tips and training services, you’ll be confident that your team is delivering high quality cleaning to your clients.
The first news and information source dedicated solely to the cleaning industry, Cleaning Business Today lists tools, techniques, industry best practices and tricks of the trade in a streamlined environment.
INCLEAN Magazine offers up the latest news and events so you can always be at the forefront of the cleaning community. This is both a print and digital magazine that sends out regular email newsletters as well, so it covers all the bases.
If you believe better communication resolves many of the major challenges in your line of work, Swept’s blog (and their incredible software) may be right for you. Swept is devoted to showing owners how to get the most out of their employees with software that assists with time tracking, scheduling, reporting, instructions and supplies, so you can focus on the bigger picture, (and they just happen to write a killer blog) -:)
Though not directly related to the cleaning business, The Tim Ferriss Show is an incredibly insightful podcast for expanding your reach. Voted iTunes’ Best of 2014 and Best of 2015, this guy knows how to draw the celebrity guests, but more importantly, how to reveal unique bits of business wisdom you can’t find anywhere else.
From dealing with cleaning services to cash flow, the Grow My Cleaning Company podcast covers it. Hosted by Mike Campion you can subscribe on iTunes or Stitcher so you never miss an episode, no matter your schedule
The Cleaning Business Forum on Facebook states that “all cleaning business owners are welcome” to join this group. Focused on giving and receiving advice from fellow owners, this is truly a grassroots way to stay involved and learn from others.
Cleaning Owners is another Facebook group you can join that asks the tough questions while dispensing regular encouragement. This group is especially recommended for those just starting out.
If LinkedIn is more your thing, Growth Strategies for Commercial Cleaning Professionals is the group for you. This discussion is targeted more toward expansion and other advanced topics rather than the challenges that beginning cleaning owners typically face.

UPDATE:

After feedback from my community, it looks like # 9 isn’t a very active Facebook Group – so if you’re in the Maid Service space, go check out the ZenMaid Group on Facebook…

Of course, you’re here on our very own information platform – the Cleaning Marketer Blog and we’re completely focused on helping you achieve your entrepreneurial goals, and shorten your learning curve in the cleaning business.

So be sure to stay connected with us as we cover everything a modern cleaning business owner needs to know – sales and marketing, systems and processes (that actually work for cleaning businesses), how to hire (and sometimes, fire) staff, social media, and the list goes on and on…

In fact. Could you do me a favour?

If there’s an area within your cleaning business where you need help, and you’d like me to either do a video or a blog article on it (or even a free webinar) – I’d be happy to, because chances are it will help you and it will probably help others too….

So, leave a message in the comments section below outlining what you’d like me to cover for you – I read and reply to every message…

Hopefully you’ll find these resources beneficial to your cleaning business. Owning a business is challenging, and you don’t have to feel alone when navigating the murkiness of hiring, managing, meeting service expectations and increasing margins. There are people out there like you who are experiencing similar situations and are making it work for them.

If you’re serious about business growth, come join us at Cleaning Marketer – a community where cleaning business owners gain access to information that attracts prospects, makes sales and keeps top clients on their roster. Need a few quick ideas to get you started?

Click here to grab your free copy of “How To Get More New Clients, Even If You’re New To the Industry” ..

Today’s quote:

“Merely surviving is not the same as truly thriving”. William C Taylor

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for the next Cleaning Business School (Starting Jan 2017) – 8 Weeks of Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City in 2017? Get inspired, empowered and take your market by storm. Book now

PS A FREE REPORT FOR YOU: “How To Get Cleaning Clients Even If You’re Brand New To The Cleaning Industry”

Go Grab Your Free Copy By Clicking On This Link: Here How To Get More Cleaning Clients, Even If You're New To The Cleaning Industry

7 Cleaning Client On Boarding Mistakes (That Ruin Relationships Before They Start)

November 8, 2016 by Lisa Macqueen Leave a Comment

In the ferociously competitive cleaning industry it can be difficult to make a new sale, and you did it – congratulations… you just won another new client – great work!

However…..

Signed contracts (actually, I don’t like using that term – can we go with ‘paperwork’ instead?) are only half of the cleaning business puzzle, the other half being client retention. There are milestones that happen early on in client onboarding that significantly impact the relationship down the road, and your ability to retain a client for much, much longer.

So, how do you go from that initial hand shake to years-long, steady paperwork renewals?

By avoiding the easy-to-miss mistakes that have been stunting the growth of cleaning businesses. Below are some of these crucial mistakes and how you can avoid them.

You don’t match expectation with service.

During the on boarding meeting, discuss your new customer’s goals and set them beside your company’s deliverables. Ensure your team is up to the task, that the client doesn’t have unreasonable expectations and that everybody knows what they’re getting all within the same meeting. You’ll be saving everyone time.
You haven’t built any rapport.

Creating an authentic connection from the beginning lays the groundwork for continually fostering trust and understanding throughout the business relationship. Plus, a solid foundation keeps clients happy long-term and smoothly covers any unexpected bumps that may appear later.
You don’t have all the information you need to do the job well.

In order to prep your team for success, you need to know all the little details. Create a checklist for initial meetings to confirm you’ve thought of everything. Is there an alarm code for the building? How many sets of keys are involved? Should your team be watering plants as part of the cleaning service? Are there items laying out that shouldn’t be handled? Questions like these will help you help them. Your new client needs to see your value right away, and this step gets you there. The client seeing an immediate, tangible improvement in their environment instills a dramatic, lasting impression.
They don’t have all the information they need.

As you’re probably aware, it works both ways. Are there specific processes a new client needs to understand before your team gets started? Have you talked through process, timeline, schedule, relevant team members? Covering these bases in the onboarding meeting is a game-changer.
You don’t have a system for consistent communication.

Establish a S.Y.S.T.E.M (save yourself some time, energy & money) for emailing, calling and face-to-face meetings so that communication stays open. Having these steps for client interaction in place gives you the opportunity to maintain positive relationships. There should be steps for contacting before the initial meeting and immediately post-meeting, as well as long term follow-up.
You don’t market to your existing clients.

Yes, you read that right. Marketing happens before, during and after a sale – Think of it like this – at the beginning, you’re a problem solver and relationship builder…. Their problem is they need cleaning services… Perfect, that’s just what you specialize in…

Now for the relationship building… Think of this as kind of like a romance… You meet the perfect ‘someone’ who’s looking for great cleaning services… what next?

Well – you gotta flirt a little right? (and no, I don’t mean literally…!) When a new prospect and potential client comes into your sales ‘funnel’ your job is to ‘flirt’ with them – you go and meet with them at their site or residence, you make sure you look sharp, and you’re on time, you listen to them and let them speak more than you…. in essence you’re building a relationship so that they will eventually know, like and trust you…

quote

If you’re in a relationship, you don’t stop the romance right? In fact, to have a long and happy relationship you need to be impressing and romancing them for ever more 🙂 ….

Same thing with your clients – romance them… flirt with them, win them over, and then continue to always show them that you care about them and their business by staying in touch, include thank-you notes, holiday greetings, account reviews, survey cards and testimonial requests, and providing great service….

Give So Much They Can’t Ignore You…

When was the last time you looked at your list of clients and wondered ‘how could I help them grow their business?” You would be shocked at how many of your clients could do with a hand…. Have you lost a client because their business is down? Maybe you know someone who could use their service… remember the Law of Reciprocity… it works!

Click here to grab your free copy of “How To Get More New Clients, Even If You’re New To the Industry” ..

Today’s quote:

Take the time every day to be grateful and thankful for everything you have. You can always have more, but you could also have less. Unknown.

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for the next Cleaning Business School – 8 Weeks of Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City in 2017? Get inspired, empowered and take your market by storm. Book now

How to Hire & Retain the Best Cleaning Employees

October 27, 2016 by Lisa Macqueen Leave a Comment

How to Hire & Retain the Best Cleaning Employees

You’re a diligent boss who’s careful to hire the ‘standouts’….but you’re finding it challenging to say the least, to get the right applicants to even show up for an interview, much less be a great fit for your cleaning business.

You hope they’ll stick around so that you can continue to provide superior service to your clients with a reliable cleaning team. You want to keep hiring exceptional people, but also recognize and encourage a long-term commitment to the job. Below are some practical examples on how to do just that.

Know Your Company’s Hiring Reputation.

It’s great to know your reputation with clients in order to stay profitable, but knowing how prospective employees regard your company is also essential. Your public persona inadvertently tells those out in the job market how they’ll be treated. Does your staff speak of you highly? Do your social media channels and website give the impression that your company offers a rewarding experience for its employees? College kids with good grades can also make amazing staff, just ask Student Maid… Each of their team must meet a 3.5 minimum GPA requirement to even be considered for the job – and they’re having great success in hiring great staff, who are committed to them and their clients.

Pro Tip: Become a ‘role-model’ company…. the type of organization that people look at as more than just a paycheck. Be a paycheck with purpose…

Conduct Interviews with Current Staff.

We know it seems strange, but interviewing existing employees who’ve made it through the long haul with you can be incredibly beneficial in the hiring process. Find out the reasons for their loyalty and what makes your company a great place to work. Offer a referral bonus program to encourage employees to recruit good prospects for you…

Establish the Right Company Culture

Allow staff to develop strong bonds. Make your company a place of respect and active listening. If your employees feel like their feedback is heard and even implemented occasionally, it can make a significant impact in workplace contentment. Treating people well, especially in the early stages of employment, is proven to boost retention, and will definitely boost loyalty.

Pro Tip: Ask your team: “What can we do to help make your job better?”

Recognize That Rewards Go Beyond Money

While bonus checks are always eagerly welcomed, recognition in front of peers, involvement in company parties and group activities, or even lunches with you and the rest of the team can make a crucial difference in keeping someone around. Verbally recognizing good work is key. It’s easy to forget to do so on a consistent basis, but people relish this praise and work harder because of it.

Pro Tip: Something that Jancoa does (that I love), is they take a cold can of Coke in to their employees when they go and do site quality visits and while they’re there, they thank their team for their hard work…

Show Them a Real Future

Hire and promote from within when possible in order to spur motivation. Delegate responsibilities that help your team members grow and gain relevant skills. Encourage ownership over job duties and thinking of themselves as ‘problem solvers and relationship builders’ when they’re out at a clients’ site.

Taking these steps will ensure a solid team to bolster the success of your cleaning service. Watch your business grow from the results. And if you’re serious about business growth, come join us at Cleaning Marketer. Join a community where business owners in the industry gain access to information that attracts prospects, makes sales and keeps top clients on the roster. Click here to grab your free copy of “How To Get More New Clients, Even If You’re New To the Industry” ..

Today’s quote:

“No such thing as spare time. No such thing as free time. No such thing as down time.

All you’ve got is life time. GO”! Henry Rollins

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Prefer a live event in either San Diego or New York City in 2017? Get inspired, empowered and take your market by storm. Book now.

Meet The Millennials

August 3, 2016 by Lisa Macqueen Leave a Comment

Meet The Millennials

Recently, I’ve had so many cleaning business owners reach out to me asking “how can I market my cleaning business to millennials?” , that today’s post is completely focused on how to demystify this important market segment so that you can ensure your marketing is actually going work, and not fall flat because you don’t understand how to reach this increasingly influential audience.

So, Who Are Millennials?

They are living in homes and working in businesses that your cleaning business wants to serve and do business with, and are also known as:

GEN Y
Gen Why
Generation Next
Generation Me
Gen-Narrators.

They were born between 1980-1995 and if you’re not paying attention to them with the marketing focus of your cleaning business…. you should be.

To really understand Millennials, you need to take a look at where they are today because they’re in 2 very specific groups:

The ‘Settling In’ (25-34) Group:

They’re becoming ‘grown-ups’ and establishing themselves and their future life. They have their first ‘proper’ job, saving for house/kids, marriage.

Then there’s the,

The ‘Starting Out’ (18-24) Group:

They’re growing into adulthood, hunting for new experiences. They’re graduating school/starting college, dating, and travelling.

Although these two groups are (currently) on different paths, both groups are totally defined by contradiction. They are obsessive over-sharers and obsessive knowledge gatherers, which means your marketing messages have to serve two functions every time you want to communicate with them. One, your messages need to be share-worthy, and two, this market segment will go to extraordinary lengths to gather information. That information, they’re gathering…

…..is on you. It will be about your cleaning business… so if you’re not marketing yourself online… you’d better get started.

So Why do Millennials Matter So Much to Cleaning Businesses?

There are 3 reasons, the first is they’re Big – they are not only the largest generation now, but they are also the future of the workforce. They’re Influential – They have a rapidly advancing income and they have massive power. Studies have shown that 74% have a direct influence on purchases of other generations. What this means for the cleaning industry, is that although the final decision-maker in an organisation (or household) may be someone older, they will be highly influenced in their buying decision by a millennial. Why? Because Millennials do their homework, they obsessively gather information…

And finally, they are Revolutionary – highly educated, they ‘live’ online, however, recent studies conducted have shown that despite living online, a massive 49% don’t interact with ‘brands’ online – they prefer to interact with ‘people’. What that means for cleaning businesses is that your presence online needs to be person-centric, not business-centric. People buy from people, especially when you’re talking about millennials being the buyers..

If your website or social media is not personality driven (i.e. there’s no ‘face’ to your business), you’ll really struggle to gather interest from millennials because it’s all about people with them..

How Can a Cleaning Business Fail when Marketing to Millennials?

To not understand them – if you arrive to do a site inspection and you don’t fully engage with the younger employees in the organisation…
Not be relevant and engaging – if your social media posts are all about before and after photos of dirty floors and bathrooms…
Not adapt to their changing expectations – if you’re not positioning your cleaning business correctly in order to get their attention. And keep it.

Their passions are evolving and they focus their energy and finances on connecting with others and themselves. So, if you win a new cleaning contract and you don’t take the opportunity to go in and personally introduce yourself and their new cleaner to everyone in the organisation. You will completely miss out on a golden opportunity to make a great connection with each and every millennial in that business.

How Can a Cleaning Business Succeed with Millennials?

So what are they talking about, what are they interested in? Studies have shown this generation is more globally aware than any other in history, thanks to the internet. They’re connected to causes, what they’re watching on TV is their number # 1 topic of conversation, they have a huge fear of missing out (FOMO) on anything, and they are massive consumers of content.

By content, I mean information and articles they read online that are of interest to them – like blogs and social media posts. So, as a cleaning business, the types of social media posts or blogs that you put out online, should be interesting to your audience… what would make them want to read something you post, and then maybe tag a friend or share something with a friend..?

HINT: It will not be anything to do with actual cleaning

They love public recognition – so if you have a way of recognising your clients and publicly connecting with them (think a shout-out on social media for example..) then this is how you’ll create engagement and long-term marketing and sharing opportunities for your cleaning business.

They’re the most educated generation ever, they like their information or content in ‘snack size’, and they are far more engaged with visual formats – so great images to go with your posts or blogs are a must to get their attention. Essentially, the key is to speak to them in their visual language.

Millennials matter – So What’s Your Plan For Them?

They’re rapidly becoming the most powerful generation, and according to economists, they are set to hit peak earning and spending years between 2015-2018, and are already having a huge influence on other generations.

So, consider this:

Content is how they connect – What role does it or could it play in your the marketing mix for your cleaning business?
What they’re watching is the # 1 thing they’re talking about – so how can you leverage that to stand out and be noticed?
Their status is defined by what they contribute to the group – so they’re highly engaged at work, they want to make a difference and are looking for ways to make an impact.
Looking to brand/publisher channels for validation – which bloggers or social media channels can you follow that will help you to engage more with this market segment?
Increasingly visual – so how can you use more visually appealing messages on your website and on social media?
Changing from mass to intimate – They’re much more likely to be attracted to smaller bespoke cleaning companies who understand them..
Increasingly want intimate experiences – How can your business thank or make an impact on them once you start working with them?
They want ‘real’ stories and experiences off the field – How can you start to share some of the stories from within your cleaning business?
What brands they can buy into – What do you stand for in their lives?

Are you a great cleaning business who’s attracting millennials? What’s been the number # 1 secret to your success..? I’d love to hear from you in the comments below..

Today’s quote:

“The quality of a persons life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavour”. Vince Lombardi

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for Cleaning Business School – 4 Weeks of Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City? Get inspired, empowered and take your market by storm. Book now.

The Secret Behind All Great Cleaning Businesses

August 2, 2016 by Lisa Macqueen Leave a Comment

How Do You Target Customers?

What’s the secret behind all great cleaning businesses?

The great cleaning businesses have multiple attributes that create their success – they work with a cleaning business coach, they have great people in their Organization, they’re passionate about serving their clients, and they’re dedicated to having outstanding systems and processes. All of these are very high on the list, but another thing this group of cleaning businesses do very well, is that they know how to look for, (and find), their ideal clients.

You see, in today’s economy, success in business is all about search. Get good at search and it changes everything.

Think about it: to build a great database you need a number of contacts, and then need to be able to filter those contacts to the ones that count, based on recent events i.e. when their current contract is up, or when they are moving etc…

Here’s some searches to think about:

Bring up a list of every prospect that you’ve ever provided with a quote for your cleaning services. How many of them have changed their cleaning service since you last spoke? Maybe they’re ready to change right now and just need a call to get the wheels in motion…
Geographic search – Got a great staff member or subcontractor in a certain location? Look at your prospect list –who do you know in that area who might be looking for a great new cleaner?
Find your top 100 clients, based on those that have done multiple transactions with you, or those that refer you the most.
Create your ‘dream list’ of clients you’d like to work with and start building up a relationship with them on social media – start following them, liking, sharing or commenting on their posts…
Of course, search can also include using Google Adwords and/or Facebook and buying ads to advertise your business. These are very effective also, but remember, there are costs involved in setting up and then having your ads displayed… and, if you’re targeting isn’t done right, it could end up costing you a lot of money for very little return on your investment..

The secret is finding the right list to call at the right time, because being relevant wins.

So how can you do that easily?

If you have a cleaning business coach, have the conversation with them – what do they recommend? Here at Cleaning Marketer, we’re totally focussed on having cleaning business automation to handle all of the ‘heavy lifting’ with prospecting that will handle this process for you and keep you ‘in front’ of your ideal prospects on a regular basis, and save you a lot of time without the headache of having to ‘figure it all out’ by yourself..

Are you a great cleaning business? What’s been the number # 1 secret to your success..? I’d love to hear from you in the comments below..

Today’s quote:

Even great people need constant opportunities for improvement. Thomas Crosby

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Prefer a live event in either San Diego or New York City? Get inspired, empowered and take your market by storm. Book now.

5 key points every cleaning business should know before marketing online

July 13, 2016 by Lisa Macqueen 9 Comments

Lisa & Hamish Macqueen, Owners of Cleancorp

Do You Know the 5 key points every cleaning business should know before marketing online?

What are the 5 key points every cleaning business should know before marketing online? If you’re running or own a cleaning business, one of the most important things you need to know is that in today’s economy, you need to stay relevant. Especially when it comes to marketing your cleaning services.

Whether your focus is on janitorial, residential, carpet cleaning, industrial cleaning or all of these services, your customers needs are evolving faster than at any other time in history – it can be overwhelming for some cleaning businesses just to know where to start in order to keep current with their marketing.

Today’s marketplace is shifting and changing in ways that most of us wouldn’t have predicted even 5 years ago. Make no mistake, if you don’t market your cleaning business you won’t make sales.

And sales is 100% of profit.

Here are the 5 key points every cleaning business should know before marketing their business online:

# 1 – Decision makers are everywhere – not just at the top

This is especially important if you are a B2B (business to business) operation, like Janitorial. Just because someone has the authority to make a purchase for a business, does not mean they are going to be the one making the actual decision. This is an extremely important distinction to make because if you direct all your marketing towards the higher level executives of a business, or the perceived decision makers – you’re missing a huge opportunity.

# 2 Change your focus

In business today, dismissing junior employees could mean overlooking the exact people you need to be noticed by… Remember, it’s often the more junior employees who do the researching for new cleaning services. If you can build a good relationship with them right from the start, they will be much more likely to influence a decision in your favour…

What’s the definition of a “Millennial”?

# 3 – You cannot avoid millennials any longer

Because Millennials are the first generation to have grown up with the Internet, they are far more focussed on technology, and they use technology for everything. What this means for cleaning businesses, is that to market yourselves effectively to millennials, you need to get online. From now on, you should be using technology in a whole new way.

Millennials will be influencing workplaces more and more, especially as they move into more senior roles in the future. If you aren’t marketing to this group yet, you definitely will need to in the future… so, my advice would be why wait? Start right now.

# 4 – Mobile is more crucial than ever

You’re possibly reading this on your mobile device.. These days everyone uses their mobile to gather information before they make a buying decision – and yes, that also goes for businesses.

As a cleaning business, it’s wise to give your potential new customers the opportunity to interact with you over mobile at every stage of their buying process (even the purchasing stage… if you don’t have this automated, you are missing out on a lot of opportunities)…

# 5 – The role of video in marketing has changed

Unless you’ve been hiding under a rock, you’ll know that video is now an essential part of having a conversation with your prospects. In fact, your prospects, are using video as a way to compare products, check out reviews and share with colleagues or friends.

What this means for a cleaning business is that because video is forming such a big part of the decision making conversation, you need to make sure you have plenty of engaging video content available for your viewers, so that your target audience – whether carpet cleaning, residential, commercial or any other type of cleaning service, can engage with your brand at each stage of their buying journey.

Conclusion

Marketing strategies that may have worked even a year ago for your cleaning business, will lose their effectiveness over time. As more and more tech-savvy consumers look for cleaning services, it will be the cleaning services who use modern marketing methods to reach their audience, who will win.

What are your struggles in marketing your cleaning business? Let me know in the comments below (I read and reply to every comment)…

Today’s quote:

“Stay focused, believe in yourself and trust your own ability and judgment”.

Mark Cuban

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with select cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Prefer a live event in either San Diego or New York City? Get inspired, empowered and take your market by storm. Book now.

Why Is Good On-Boarding So Important?

What are the benefits of client on-boarding?

Here’s what a good client on-boarding process can do:

..Sales are 100% of profit

# 1. They’re dying to figure out how you’ll be different.

What’s causing you to change your cleaning service?

How will you know your home or office is really clean?

# 2. They want to know how you hire and screen your employees.

# 3. They want to know how long you’ve been in business (and whether you have the proper credentials).

# 4. They want to know exactly what will be covered.

# 5 They want to know what happens if they’re less than pleased with the results.

The 10 Best Podcasts & Resources for Cleaning Business Owners

Here’s Our Top 10 List:

UPDATE:

You don’t match expectation with service.

You haven’t built any rapport.

You don’t have all the information you need to do the job well.

They don’t have all the information they need.

You don’t have a system for consistent communication.

You don’t market to your existing clients.

Give So Much They Can’t Ignore You…

Know Your Company’s Hiring Reputation.

Conduct Interviews with Current Staff.

Establish the Right Company Culture

Recognize That Rewards Go Beyond Money

Show Them a Real Future

So, Who Are Millennials?

The ‘Settling In’ (25-34) Group:

The ‘Starting Out’ (18-24) Group:

So Why do Millennials Matter So Much to Cleaning Businesses?

How Can a Cleaning Business Fail when Marketing to Millennials?

How Can a Cleaning Business Succeed with Millennials?

Millennials matter – So What’s Your Plan For Them?

# 1 – Decision makers are everywhere – not just at the top

# 2 Change your focus

# 3 – You cannot avoid millennials any longer

# 4 – Mobile is more crucial than ever

# 5 – The role of video in marketing has changed

Conclusion

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