Using Pattern Interrupts to Improve Your Cold Calling for Your Cleaning Business
Today, we’re chatting with Derek Twyman!
Derek, like many of us in Cleaning Nation, is looking to grow his cleaning business – specifically in the medical niche. I love this niche because they are willing to pay good money and they need frequent cleanings, usually every day to keep their offices sterile and respectable for their patients.
The method Derek is using to reach out to these companies is cold calling. Now, I am not a big fan of cold calling, I don’t think it scales very well and in many ways you are counting on luck to find people who just happen to be in the right timing to make a switch with the company they’re currently using.
Now, I’m not saying it doesn’t work. HUGE businesses have been created through the power of cold calling. When you’re just starting out and you don’t have a lot of money to spend on marketing, cold calling is a fast and easy way to start getitng your services in front of the right people.
Resource Alert: How to Create a Lead Generator Machine for Your Cleaning Company http://www.growmycleaningcompany.com/accept-work-outside-niche/
You can greatly increase your chances of getting cold calling to work for you if you use the right bait. Most people come off as purely a salesperson which leads to them getting shut down right away by the gatekeeper. They’re familiar with the cadence, what you’re saying and feel like they have you all figured out so they deny you access to the decision maker.
Most people use the bait of, “let me interrupt your day and talk about my business”. This is super unattractive, especially when you put yourself in the gatekeeper’s mindset of someone who is forced to answer the phone while doing their normal job. You need to circumvent this gatekeeper by using the right bait.
My advice? Use a pattern interrupt. Pattern interrupts gets people out of their routine thinking and make them really pay attention to you. Instead of saying who you are, when they answer just say, “Hey, what’s up?”.
Resource Alert: Get Commercial Cleaning Accounts Without Cold Calling http://www.growmycleaningcompany.com/get-commercial-cleaning-accounts/
For one, this forces the person to answer in a different way and it’s not at all what they expect. You can follow this line up with something like, “So I’m not sure if you’re the right person I need to talk to or if you’d even want to help me, but I need a favor”. This makes the person really at odds since it’s not at all how your typical cold sales call goes. Usually people are more than willing to help another person, so they’ll ask you what it is the favor. Here, you can say something like, “I was just wondering if I could bring by some cookies to the office and have a chat with the person that handles hiring your cleaning company. Would you know if they’d be open to that?”
The word “open” will often elicit a better response since no one wants to say they’re “closed” as being closed-minded in general has a pretty negative connotation.
Now, even with the right bait you’ll still have to work through the numbers because you’re aiming for someone who IS in the right timeframe to make a switch. You may have to call 300 people before you get a single yes. If you’re willing to go through those numbers though, then you’ll be able to get your first handful of clients.
Ultimately, you will want to morph your client acquisition system to where you’re pumping out content on a weekly basis that attracts your ideal client to you before they need you. This makes it so when they are ready for you, you’re the obvious choice since they’ve been reading so much about your content and how you can solve the problem they’re now facing.
But, if you are cash strapped and need those first few accounts… then cold calling might be the way to go for you.
Alright, let’s dive into the Lightning Round!
Best advice you’ve received either personally or professionally?
Never give up. Keep that stuck in your mind and don’t allow adversity to take you over.
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?.
Sending out emails too fast and misspelling a word within the email template.
What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?
Build a more professional image, whether it’s through your branding, your email, whatever it is always keep it professional. It is something that is going to help you in the long run.
Have any questions? Leave a comment below!