Today we’re talking with Rowena Lawrence from Bristol Residential Cleaning!
Rowena is struggling with something a lot of Cleaning Nation faces, working too much. She doesn’t want to have to fill in when employees call out or have to work for her leads. She wants to automate her business. Her question is, how does she get more customers so she has a larger profit and can hire more employees to clean?
First, we need to touch upon a perspective problem.
It’s not first this, then this. We don’t first get more customers so then we can hire more employees.
Instead, we want to create two systems. The first system is a lead generator that consistently inflows new customers without you having to do anything. The second system is an employee generator that brings potential cleaners through your door year round.
Your lead generation system should aim to create monthly customers. Having monthly customers, versus one time customers, helps you avoid having profit fluctuations. Create a system that analyzes each lead generation source and tracks:
Sales by source
This can be tracked on paper or in an Excel spreadsheet. The Clean Profit Method has my tried and tested spreadsheet for keeping track of your lead generators.
RESOURCE ALERT: Clean Profit Method!
Once you know where your inquiries are coming from and where the majority of your sales are coming from, you can start to systemize this process. For example, if you find that most of your sales come from Adwords, then it would make sense to put your marketing budget into creating a system that continuously markets on Adwords.
The same system can be used as an employee generator. Instead of tracking inquiries, bids and sales by source you’ll track what sources bring in the most job inquiries by asking:
How many people apply?
How many people come to group interview?
How many people start?
Just as you’re able to track what lead generation sources are the most profitable, you can track what employee generation sources are bringing the most people through the door. For example, your employee referral program may bring in 5x more people per month. This tells you that you want to put your money and time into creating a system that continuously promotes your referral program.
Create systems that do the hard work for you so you can focus on the bigger picture projects of your business.
RESOURCE ALERT: How To Create Systems For Your Business
Best advice you’ve received either personally or professionally?
Look after yourself.
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?
Not thinking about her business model prior to taking on staff.
What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?
When you speak to a client, speak to them confidently and tell them how you are the one who can help them.