Becoming The Sales Super Hero

"May I ask who does your window cleaning?” Jimmy mutters to the "gatekeeper". Her look and answer almost knocks him down – as if a dragon just opened its mouth and spewed fire at him. Helga Gatekeeper responds, "WHO WANTS TO KNOW!?"

Has this never happened to you? If it hasn’t, then you haven’t prospected before. It's happened to all of us who sell services business-to-business. Unfortunately, oftentimes the answer to Helga kills the deal right then and there. Most professional service providers retort with something like, "I'm Jimmy Meek and I'm the best window washer in town!". A fine answer indeed, right? Jimmy knows he's the best but it's his word against the gatekeeper - and the world, for that matter. She’s heard every Tom, Dick, and Harriett say those same words with a different name. Helga’s thinking in her head, “Oh good, an easy one”.

Jimmy doesn't think about this but the gatekeeper gets dozens of requests to see the decision-maker every day. The gatekeeper's job is to knock down the weak with her mental toughness and “rejection-speak”. She's a seasoned vet at this and the typical salesman is no match for her prowess.

The gatekeeper rolls her eyes at Jimmy and mutters under her breath, "Sure, that's what they all say. Give me your information and I'll pass it on to the appropriate party". This typical scenario ends when Jimmy complies, thanks the gatekeeper and departs with his tail between his legs.

When this happens the deal is dead in the water. Kaput, end of story – NO SALE. Sorry! Jimmy isn’t going to get a return call. It’s doubtful that Helga will even give the information to the decision-maker. The next stop for Jimmy’s material – the circular file called the garbage can!

It doesn't have to be this way. In fact it NEVER should. The salesman should be in control of the sale at ALL times. Let's go through a successful "gatekeeper experience" now.

Johnny Star, Window Cleaning Super Hero, has already done his homework and knows that James B. Grouch is the decision-maker. He found out this vital information by using his brains instead of wasting his time, energy and resources. Johnny called ahead a few days prior and asked to be put through to the maintenance decision-maker “immediately”. When Helga Gatekeeper said, "who is this?” or “is he/she expecting your call?” Johnny turned it around on her and said, "Look, this is urgent. If I tell you who’s calling will you finally put me through to him or her?"

Let's stop right here and analyze what's going on. Johnny has met the gatekeeper and she's as tough a gatekeeper as Johnny’s ever met. But Johnny anticipated this and responded with a tough answer. Notice Johnny's answer didn't end with a period, it ended with a question. At this point the gatekeeper will either say yes or no. Let’s go through the no scenario because if he gets a yes, he’s done his job well and has outmatched Helga.

Helga Gatekeeper says “No!” Johnny is quick on his thinking skills and immediately responds, “As I said, this is urgent and I really need to speak with that person. My name is Johnny - now can I please speak w/them now?”

Let’s analyze this for a minute. Helga got her way with the first “no”, but she’s not going to get away with it this time. If she says “no” again, it better be for a good reason. At this point Helga either patches him through, or the more likely scenario is, “I’m sorry but he is not available right now, can I take a message?” Johnny says, “Look, I’ve got to run. What is his name? I’ll call him back later.” The gatekeeper’s job is to scatter away the weak, not the ones who truly NEED Johnny and those like him. If she says “I can’t give you his name”, Johnny’s going to ask for the manager. But the likely scenario is Helga gives up the name: “His name is “James B. Grouch”, Helga blurts out. As Johnny gets off the phone he says, “Do me a favor and tell Mr. Grouch that Johnny Star needs to speak with him ASAP”.

Now that Johnny is armed with one of the most critical steps – getting the decision-maker’s info, he can use his star sales ability to get the decision-maker on the phone.

…two days later…

Johnny: “I need to speak with James Grouch please. It’s urgent”

Helga: “Is he expecting your call?”

Johnny: “Yes I said I’d call back”

Helga: “Hang on please”

Grouch: “Grouch here”

Johnny: “James - I may call you James, can’t I?”

Grouch: “Sure. Who is this?”

Johnny: “I’m Johnny Star and I need to speak with you about your windows ASAP.”

Time to analyze again. Johnny did a great job of getting Grouch on the phone. He said he was going to call back and did. He didn’t drive out and get met by Helga Gatekeeper; in fact he spent only a minute or 2 of his time getting the info about the decision-maker. Johnny then used his brains to get through the door – right over the phone.

This is a great way to get through the gatekeeper without having to drive out and do a song and dance. Even then, getting to the decision-maker is likely not going to happen without an appointment. The truth is, gatekeepers are notorious time-wasters and want nothing more than to be left alone. It’s YOUR job, Mr. Business Owner/Decision-Maker to speak with other Business Owners/Decision-Makers. Not to demean the Helga Gatekeepers of the world, but are you going to be the meek Business Owner/Decision-Maker and let $15/hour Helga prevent you from doing business or are you going to be like our Super Hero, Johnny Star, and do business today? In future episodes of Johnny Star we’ll pick the scenario back up and show how Johnny smartly closes the job.

Gatekeepers beware: they have met their match and it is…Johnny Star.

Scott Rendall is CEO of BRC Systems Solutions - a small/medium service business resource and consulting group, author and freelance magazine contributor. He has been in the service industry since 1994 and runs his own successful cleaning and restoration company in Michigan.
BRC Website

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.