Cold Calling Success for Cleaning Companies

Most people recoil in fear at the thought of cold calling in order to make sales for their business. But if you spend your time sitting in your office waiting for people to come to you, you're going to have a long wait. If done properly, cold calling can be an effective sales technique for your cleaning business.

The following tips won't eliminate your fear of cold calling, but they can help to make it a more positive, successful experience for you.

Remember the purpose of a cold call. Many people think that the purpose of a cold call is to get the sale - wrong. The purpose of the call is to get an appointment so you can get a chance to make the sale.

Do your research. Don't just pick up the phone and start dialing. You need to do a little research first. Who is your target market? Start making a list of the companies who fit into your niche and then start doing preliminary research on each company before calling. For example, find out if they have a web site and read it thoroughly. Find out who the decision-makers are. See if they're a member of the Chamber of Commerce to get additional information that way.

Be nice to the gatekeeper. It's very likely that when making cold calls you're going to be connected to the gatekeeper (assistant to the decision-maker, receptionist, etc.). Be friendly, learn their name and use it, and maybe say something like, "I wonder if you could help me?" You want to get them on your side, willing to give you the information you need. Ask if they can help you get the name of the person you need to talk to or when would be the best time to contact that person.

Call early in the morning. This is typically the best time to reach the decision-makers. It's also a time when most people are more pleasant and have more energy.

Prepare your script. Don't just "wing it". This will keep you from making common mistakes like opening up with, "How are you today?" This will give them a chance to end the call before it's even started.

You should start the conversation with a greeting and an introductory statement, which can transition into more dialogue. For example, "Good morning, Mr. Smith. This is Tom Jones of ABC Cleaning Company. I recently read in the business section of the local paper that you're moving your business to a larger location. We specialize in commercial cleaning services in buildings of this size and can help you to reduce your monthly maintenance costs by using proven cleaning systems that also use environmentally friendly products. I'd like to ask you a few questions in order to determine the amount of savings we can potentially provide your company."

Prepare for the rest of the call. It's difficult at this point to completely script the call, but you should have a list of the benefits of your services and the reasons that the prospect should buy from you over the competition. Don't simply make a list of features, like being bonded and insured. While that's an important consideration after you've made the sale, the prospect only cares about what's in it for them at this point in the call.

Make a list of possible objections that they're likely to make like, "We already have a cleaning service that we're happy with," and then craft statements to overcome the objections.

Ask for an appointment at a specific time. Don't simply end the call by saying something like, "Can we meet next week to discuss this?" Instead say, "Would next Tuesday at 10 a.m. be a good time to meet?"

Be persistent. They say that most people need 7 to 10 "touches" before the're ready to make a purchase, so don't give up after only one or two calls!

Try sending a Thank You card after the call thanking them for taking the time to talk to you. Most people appreciate this simple, thoughtful gesture.

Practice makes perfect. The only way to get better at cold calling is to practice. You may never really enjoy it, but you can definitely get better at it the more you practice. Remember, your customers are out there, you just need to let them know about you!

Steve Hanson is co-founding member of The Janitorial Store (TM), an online community for owners and managers of cleaning companies who want to build a more profitable and successful cleaning business. Sign up for Trash Talk: Tip of the Week at http://www.TheJanitorialStore.com and receive a Free Gift!

Are Your Cleaning Customers Motivated by Quality or Price

You don't have to be running your own business for very long to find out that customers are different when it comes to what they expect out of a cleaning service. There are those customers who want the best, no matter what the cost. On the other end of the spectrum are price conscious customers who are more concerned with how their cleaning expenses fit into their overall budget than anything else. Marketing to these two distinctly different groups can indeed be a challenge.

What are the differences between the "budget conscious" and the "quality minded" customers? There are always individuals who will make their final decision based on price. However, that doesn't necessarily mean that these are not good customers for your cleaning business. With the budget minded there are special issues to consider:

1. For the budget minded, regular carpet maintenance will not be high on their list of priorities.

2. They will probably only become concerned about the "soiled" look of their carpet and ask for cleaning before a special event or occasion.

3. When they finally decide the carpets need cleaning, they will want the "biggest bang for the buck".

4. The budget minded are also not likely to ask for special services, such as carpet spotting, floor stripping and waxing, and window washing.

5. Overall, these customers are willing to have fewer cleaning services provided and deal with some inconvenience in exchange for a lower price.

Quality minded customers have a different view because they value high standards, professionalism and great service.

1. The quality minded customer believes in the value of building maintenance and the results that are achieved with a contractor who provides quality service.

2. They are willing to pay to avoid inconvenience. 3. Poor service is a big irritation to the quality minded customer.

4. They will want carpets cleaned on a regular schedule and not allowed to become so soiled that they are an embarrassment to employees, customers and visitors.

Marketing to these two distinct groups means tailoring your materials to match what they are looking for in a cleaning service. The budget minded customer has let things go for so long that they will be in a rush to find someone to do the job. They may not take time to get referrals and will search traditional advertising sources such as phone books, newspaper ads, and direct marketing materials. In addition, they are always looking for specials or discounts.

The budget minded customer's first question is likely to be "How much do you charge?" As they tend to wait until the situation is critical, they may also be looking for fast service. Penny-pinching customers are also likely to ask for outrageous guarantees and try to get you to lower your price. The "budget conscious" are also more likely to complain about the smallest details even though they want everything done quickly and cheaply.

Quality customers will be using a professional cleaning service regularly. If they become unhappy with their current cleaning service they will ask for referrals from friends and colleagues. They are not motivated by specials or discounts. If your cleaning company does not offer the specific services they are looking for, they may quickly remove your cleaning service from consideration.

Customers who are looking for quality will want a company that has a high degree of professionalism and takes pride in its work. They don't want any surprises when it comes to getting their building cleaned. This customer is looking for an expert and is relying on your judgment, knowledge and skills to handle their cleaning needs. They trust that you are recommending and providing what they need and not promoting services that are not needed. The quality minded customer wants a long-term relationship and wants to avoid going through that long search process of finding a cleaner that suits their needs.

It often takes a referral from a happy customer to get you in the door of someone looking for quality. When you do "get in the door" make sure that you have quality printed marketing materials. Know your business and be proud to "toot" your own horn.

As you are marketing your cleaning business keep in mind these two distinct customer types. Remember, the budget conscious customer is looking for specials and package deals. Effective marketing tools for "economy" customers will involve using direct mail, newspaper ads and door hangers. The customer who is seeking quality will most likely ignore these marketing strategies and be searching for a reliable and knowledgeable cleaner that has a solid reputation in the community. Remembering that there are two types of clients can help you market your cleaning business more effectively.

Copyright 2006 The Janitorial Store

Steve Hanson is co-founding member of The Janitorial Store (TM), an online community that offers weekly tips, articles, downloads, discussion forums, and more for anyone who would like to learn how to start a cleaning business. Visit The Janitorial Store's blog and get inspired by reading cleaning success stories from owners of cleaning companies.

Residential Cleaning Customers Be Prepared to Answer Their Questions

Are you ready to start your residential cleaning service? Once you've purchased the supplies and equipment, obtained the necessary insurance, and hired your crew you will be looking for clients. Your cleaning customers will have questions for you - everything from the training you give your employees to your rates to what they should do with their pets when you come to clean. Following are questions you should be prepared to answer:

1) Can I trust your company? Are you insured and bonded? Your cleaning company should be bonded and have liability insurance, as well as workman's compensation for your employees. Be prepared with a flyer or document that lists your insurance/bond company and the types of coverage you have. You should also do background checks on all employees.

2) Does someone need to be at home when you clean? This is generally the customer's choice. If the customer will not be home you need to have the key in a safe place and if they have an alarm you will need the alarm code.

3) Do I provide the cleaning chemicals and equipment? As a cleaning company it is your responsibility to provide your own supplies. Purchase professional cleaning chemicals and equipment from your local janitorial supply house. You'll be able to save money by buying quality equipment that will last and economical chemicals that go a long way with dilution control systems, rather than using ready to use products.

4) How do I pay for your services? Make sure you state your payment policies clearly. If you require payment at the time of service, the customer needs to leave you a check or credit card number if they will not be home.

5) Will I always have the same team cleaning my home? You should always try to have the same individuals or team clean the home. This will mean faster cleaning time as your staff will be familiar with the home. It also helps the customer feel comfortable having the same individuals in their home.

6) What if something in the home gets damaged or broken? Accidents do happen. Train your employees to report any damaged or broken items immediately to a supervisor. A note should then be left for the customer explaining about the accident and that your company will take care of the damaged or broken item as soon as possible.

7) How many people will be in the home to clean? Your team should consist of 2-3 individuals.

8) What services does your residential cleaning company provides? List the services included in regular cleaning (vacuuming, dusting, cleaning of kitchen and bathrooms, etc.) and also indicate what special services you provide (carpet cleaning, window washing, etc.) and the additional charges for those services.

9) What time will you clean the home? It may not be possible to give the client the specific time that you will be in the home, but give them the hours you clean, Monday thru Friday, 8 am to 5 pm, and the approximate time you expect to be at their home.

10) Should I do anything before you arrive to clean? Your job is to clean the home. However, you may ask that your customer pick up toys, clothing and other household type items that will slow you down.

11) Do I have to sign a contract? This is a decision you will have to make for your cleaning business. Contracts are helpful as they spell out the responsibilities of both parties.

12) What do I do with my cat? Cats, dogs and other animals, birds, etc. should be in a kennel, cage or other location where they will not get in the way of the cleaning team.

Copyright 2006 The Janitorial Store

Steve Hanson is co-founding member of TheJanitorialStore.com, an online community for owners and managers of cleaning companies who want to build a more profitable and successful cleaning business. Sign up for Trash Talk: Tip of the Week at http://www.TheJanitorialStore.com and receive a Free Gift. Read cleaning success stories from owners of cleaning companies at http://www.cleaning-success.com. .