How to Create a Lead Generation Machine for Your Cleaning Company WITHOUT Cold Calling
Today we’re talking with Joseph Silbaugh about how to level up your business without having to smile and dial all day long.
No one enjoys cold calling.
Cold calling is a free way for you to grow your cleaning business and it is fast for you to do and is great when you’re starting out. If you keep calling, you will eventually land a client. The problem is that cold calling is not very scalable unless you are wanting to hire paid employees to sit around all day and cold call on your behalf.
Not something I would recommend.
Instead, I recommend revamping the STYLE of calls you are making and how you are going about making connections. You don’t need a fancy marketing machine to generate more than enough leads for you to sell your cleaning services to, in fact you can just slightly modify the way you are calling businesses in a way where it is no longer a cold call.
This particular lead generation method is a combination of both offline and online networking & marketing principles.
Resource Alert: How to Market a Cleaning Company for Good Looking People https://www.growmycleaningcompany.com/marketing-a-cleaning-business/
If you have never read the late Chet Holmes Ultimate Sales Machine, then your first step is go do that right away. Chet describes something he calls the Dream 100 from his time working at a magazine where he noticed that 80% of all the advertising space was being bought up by just 20% of the magazine’s advertising clients. While all the other sales people squabble over getting in touch with the plethora of smaller accounts for the magazine, Chet decided to make a list of the top 100 BIG advertisers in his space and then contact those potential accounts.
The idea is even if you only get a few, those few are worth far more than dozens of smaller accounts. Chet proved his theory by signing on just a little over 10 of his Dream 100 list and outperformed every other sales rep in the company.
We want to do the same thing with our cleaning business.
First, identify your niche. In the case for Joseph, it was trucking warehouses and he had a pretty good criteria set up for what kind of warehouses in particular he wanted his company to be cleaning. This is great!
Once we know the niche, we can start looking for places where these kind of people hangout. Are there associations, clubs or any kind of groups your niche tends to hangout in? If so, you should be joining these associations.
Association membership can bring a lot of advantages.
Resource Alert: How to Build a Successful Cleaning Business https://www.growmycleaningcompany.com/how-to-build-a-successful-cleaning-business/
For example once you are a member you can create your Dream 100 list from the membership directory and when you start calling them you can say, “We are both part of the same association” as a way of connecting to decision makers. It is not exactly a warm call, but it is far different than a random cold call.
Other powerful networking opportunities abound by joining an association. You can become a vendor at their events, even speak at those events, and have a chance to send out a promo email to their entire email list with your cleaning services. You could even hold a giveaway that the first 12 business owners that approach you will get a free lunch on you while you explain how your cleaning business can actually IMPROVE their business.
Once you have the association’s email list or have at least identified the association you want to target, you can then create facebook marketing campaigns specifically designed around people that like that association that happen to be in your local area.
Remember, these people are part of your Dream 100. While there are not a lot of people to target, you only need a handful of these cleaning contracts under your belt to make a huge difference to your bottom line.
Finally, you can use these associations to create a surgically targeted direct mail campaign that speaks specifically to your niches pain. If they see you are part of the association and that you hit their pain points with a compelling piece of copy, your phone will be ringing off the hook.
No cold calls require.
Now, let’s look at what Joseph had to say during the Lightning Round
Best advice you’ve received either personally or professionally?
You’re only a failure if you stop trying. Keep going and eventually you will figure things out.
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?
Not being prepared and having a plan for employees and inspections.
What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?
Just get started. Stop procrastinating. You don’t need the ultimate plan. Just pick something and go do it.
Did you like what you heard & read? If so, leave a comment below or give us a share on social media!