20 Simple Ways to Get More Prospects for Your Cleaning Business & Easily Turn Them Into Customers (Part 1)
The number one request I get from cleaning business owners always revolves around more (or better) customers. Customers start off as prospects and they can be cold (purchased), leads (warm) or referrals (hot). Wherever they start off, your goal is to move them into the “customer” stage and keep them there. So, I’m going to give you a list of suggested ways to get each of the 3 prospect types (cold, warm and hot).
What you need to know is that a well-rounded and consistently implemented marketing plan will yield all three types. There is no “magic bullet” that will relive you of the necessity of embracing marketing as a crucial step to becoming a successful cleaning business owner.
Once you accept the fact that marketing your business is vital to your success and that it’s a vehicle (beats walking) to be utilized to your advantage you’re on your way to having all the clients, money and free time you desire. So, let’s get started:
Cold prospects are people that you are approaching with very little information or encouragement to see if they may be interested in your service. These types can be:
- Purchased as a “list” whether that be an email, fax number or postal address list. This can be a great way to get new business but what you need to realize is that very few people buy from complete strangers (especially in our industry) unless the timing is perfect (i.e., the cleaning service failed to show up last night). So know up front that you’ll need to nurture these prospects for a bit longer to warm them up and turn them into clients. You can find some list brokers and mail houses at the bottom of this post. Advertising studies show that people need to get a message at least 3 times before you’ll get any response and sometimes up to 10 times before they make the buying decision, so be prepared to get very limited responses from your first 3-4 outreach attempts. Make sure to get expert help with design elements so you don’t make any of the 5 biggest mistakes that will severely limit the effectiveness of your campaign.
- This category also includes paid advertising (print, display, mobile, internet etc.) and sponsorships, etc. with affinity groups like your child’s baseball team, program or banner ads for golf tournaments, award banquets, industry events, trade shows, monthly networking meetings, etc. It’s a good idea to combine one or more of these methods with follow up like a mailer or cold call. Again, just keep in mind that your initial response may be 3% or less (industry standard for mailers) so you’ll need to plan to repeat and combine for best results. The good news about some of these methods is that they can be automated and are pretty inexpensive to use.
- Another category is contacts you gather or “impressions” you make via table tops, chair drops, booths, giveaways etc. while marketing at events like the ones listed above. There are some definite techniques you’ll want to use to get the best results from this type of marketing but it’s something you’ll want to include in your cleaning business marketing plan. If you’re able to follow up with these prospects (now warm) by means of a mailer or phone call later so much the better.
We’ve gotten a good start on identifying cold prospects and what it takes to begin moving them closer to the warm, hot and (our ultimate goal) “customer” stage. But in order for this information to be of any real value to you you’ve got to start implementing these strategies in your business. The combination of information and implementation is what you get when you work with Build My Cleaning Business. Click here to see which of our coaching packages is right for you. Or click here to set up a “get acquainted” call to see how we can help you start, build or grow your cleaning business today!
The next installment of this series will talk about the various types of warm prospects you may encounter, how to find them and how to move them into the warm prospect and ultimately the customer category.
List Brokers & Mail Houses (Please Note: Providing the links below is not an endorsement. They are being provided simply as a means of highlighting some list brokers and mail houses.)
Have any questions or comments? Let us know!