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Should You Call or Send?

Should you call your prospect – or send them something?

It’s an important question.

And the answer is… well, both.

But in our strategy, we do each for very different reasons.

Call?

Yes, we suggest calling, but primarily to identify the name of the person who is the decision maker; the one who hires the cleaning contractor.

In general, we don’t SELL on initial phone calls, we IDENTIFY.

We find the target.

Why?

Well, personal calling sounds great, at first. And when it occasionally works, it’s exciting. But our experience tells us, that it’s generally too time consuming, expensive and ineffective.

Some of the problems include:

It’s often hard, if not impossible, to catch people in. Most, if not nearly all the time, your call is screened, or put through to voice mail.

What else?

Well, many business people are so busy, or stressed out, you can sense it right away; they may feel suspicious, or put-off by your sales pitch.

Remember, while people do like to buy, they don’t like to be sold! So, we don’t want to hound after them; we want to attract them to us!

Also, the painful rejection of cold calling makes it hard, if not impossible, to stick to a strict discipline of scheduled calls.

Now, to be fair, we do make a few exceptions to this no-telemarketing rule:

when during the initial survey call, we call it a “SMART” call, the person comes right out, says they’re interested, and asks for a bid – right on the spot,

or when the call is simply one step, in a long series of scheduled steps, in a marketing sequence. But these exceptions, are mostly that, exceptions.

So what about SEND?

Yes, we strongly do suggest sending regular mailings i.e.sales letters, brochures, mailers, reports, etc. to your prospects as a great strategy to GROW!

We recommend regular scheduled mailings – not a one time. Not a mailing only because things are slow.

Nope, we suggest regular mailings.

The magnetic marketing POWER comes from marketing messages going out on a scheduled basis.

That’s what keeps our prospects thinking about us – giving them a series of powerful sales letters and marketing pieces that attracts the to us and to calls them to take action.

NOW, that’s a strategy to grow every month; not just this month!

Please leave your comments below. Thanks, Dan

3 Responses to “Should You Call or Send?”

  1. GLENN says:

    Hey Dan First of all thank you for all the support you provide. I have an opportunity to buy some cleaning accounts from a very good friend of mines niece. She does strictly residential and has been at it for a few years but now she has chosen another opportunity and is willing to sell her clients (business) to me. I am not opposed to this because it falls within my realm of commercial and residential cleaning. My concerns are what she charges, what she provides, is there a contract and the location. I can look at what she has and with asking questions will know if it will work with my current conditions. My question is if I am able to accept her current clients with some modification to a contract what do I offer for this. I have never purchased clients from an existing business and do not know what would be fair. I would think a percentage of each clients yearly sales would be a good start and pay her a percentage of what that gross is to buy her out. Is there a percentage number to work with that would help me with this equation? I am looking at 15% with the figires I came up with.
    Thanks again

  2. DLiebrecht says:

    Glenn, thanks for your note and kind words!

    Well, this is one area where I unfortunately may not be of much help. Tony and I never bought a cleaning account. A couple of times we briefly considered it, but quickly dismissed the idea because we felt we were adding profitable accounts at an acceptable pace and didn’t want to deal with the ‘unkowns’ and potential problems that could go along with buying someone else’s cleaning jobs.

    The only similar experience we had was after 20 years in business – selling our own cleaning company, and in that case, we worked with an experienced business broker/CPA who went through a lengthy process of analysis or our financials followed by the use of detailed formulas to arrive at and assign a final value to the entire business.

    I realize other cleaning businesses have been successful in growing by buying cleaning accounts, it’s just that it wasn’t the case with us. The only suggestions I would offere is to 1) protect yourself by performing as much due diligence research as possible and 2) get appropriate legal and accounting counsel if you decide to move forward.

    Best regards,
    Dan

  3. Glenn says:

    Thanks for the reply Dan. As always appreciate your input.

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