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The BIGGEST Mistake

For goodness sakes, don’t make the BIG mistake I did.

And, what is it? Ok, well, here it is… drum roll…

To stop marketing!

Now, I’ll admit when you first hear it, it’s easy to think…”That’s no big deal!” or “Don’t worry, I’ll never do that!”

But it’s not necessarily that easy. Let me tell you a quick story…

There was a time, years ago, when for a while things were going pretty well. It seemed like we had enough accounts, and we were finally making pretty good money to boot.

We felt pretty satisfied. We let out a much-needed sigh of relief – Ahhhhhhh…

That’s right – we told ourselves it was OK to slow down, and stop our marketing efforts for a little while. Why not? We were already “busy” and it would give us time to get “caught up” on “loose ends” – we told ourselves.

You guessed it -big mistake!

Suddenly, we lost 3 accounts! And it all happened in just a couple of weeks; As I recall, one – was going to move, another, a BIG account for us- was going to start having a couple of their own employees take care of the cleaning, and I can’t remember what the deal was at the 3rd.

Thud! Ouch!

Losing one of our accounts would have hurt… but all three really stung!
So we scrambled!

I remember being so shook up that I immediately went out cold calling, of all things, up and down the major industrial roads, racing to get more business to replace the ones we lost.

It was scary, I hated it and I vowed to never let it happen again.

The good news, it doesn’t have to happen to you … if you make up your mind to never pull the plug and completely stop marketing – ever again.

That’s right, on-going marketing is the KEY!

An ongoing, series of sequential marketing pieces delivering your most powerful service messages consistently to your prospects can insulate you from having to face the fear and desperation that comes with not having a steady flow of new business.

Please leave your comments below. Thanks, Dan

4 Responses to “The BIGGEST Mistake”

  1. John Alberti says:

    Dan first off thank you for all that you do. I find your blog posts and videos very informative and helpful.

    I value our expertise on the subject of marketing, Being a small business owner Ive managed to drum up my accounts by simply dropping in, shaking hands and leaving a business card with an attached introductory letter. Now that Im having to clean accounts as well as prospect I find myself absolutely exhausted with limited time to prospect. What are some other methods of marketing that you have implemented. What have you found to be successful i.e., direct mail, post cards, sales letters? Did you self mail or out source?

    Thank you again Dan. Keep up the good work. You’ve given me the knowledge to drive myself to being the best version of myself.

  2. DLiebrecht says:

    Hi John,

    Thanks for you note and kind words! I’m so glad to hear you’ve found my emails and videos helpful in growing your cleaning business.

    To answer you question, we used all kinds of methods to promote/advertise/market our cleaning business including brochures, direct mail, sales letters, phone calls, personal visits, consumer awareness reports – you name it. And, interestingly, we found each method had its own set of advantages and disadvantages.

    However, we feel more important than WHICH methods of marketing a cleaning business uses – is, in fact, having an ongoing series of scheduled marketing steps that will be followed for each company on the targeted list – over time.

    Another critical factor, we believe, is having a powerful, unique message – in other words, WHAT we have to say needs to be compelling.

    I wish I could give you one or two ‘magical’ sentences right away to get building owners and managers to ‘sit up, take notice and feel compelled to hire you; but, to be fair, I can’t.

    As you can imagine, there is a whole marketing strategy with many steps that build one on top of another to create an effective plan -one that attracts clients to CALL YOU to ask for a bid!

    However, your specific question was on marketing and growing your cleaning business, and in that area, here are a couple examples of ‘keys’ steps:

    1. Decide on who you want to clean. Rather than a broad, shotgun approach, we suggest cleaning businesses target a certain type of building or customer ( i.e. medical and professional offices that require 3-5 nights per week cleaning that can be performed in the evening after 5 PM.)

    2. Once, you determine who you want to clean, we suggest you build a list of companies that meet that criteria. There are many ways to do this; for example, at times, we used an online business list site.

    3. Next, you can call each location to determine the name of the person or persons responsible for hiring the cleaning service at the buildings on your list. See S.M.A.R.T. call video and email.

    4. We recommend you create and follow a pre-scheduled list of marketing steps which can include sending a series of powerful direct-response marketing pieces to the attention of the decision maker (the person in charge of hiring the cleaning service) at the businesses on your targeted list, following a preset schedule.

    The creation of the powerful messages, including Measurable Guarantees of Performance, and proper formatting of the necessary elements of an effective marketing piece are some of the most important, yet challenging, parts of the process. We worked hard to make sure our marketing message was much more powerful than ‘We are bonded, licensed and insured.’

    As you can imagine, there is a great deal that goes into effectively implementing the steps and strategies above, but I hope you find the information provided above useful.
    Dan, CleanGuru LLC

  3. Ian says:

    Hi Dan,
    thanks for your information. though things are not as i thought it would be, it’s coming along thanks to your help.

  4. CleanGuru says:

    Ian, glad you’re finding the videos valuable. Wishing you much success in your cleaning business! Dan, CleanGuru LLC

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