Episode 1229 –Ask Mike Anything: Are Sales Reps Worth It for Commercial Cleaning Companies?
The Hidden Pitfalls of Commission-Based Sales in Cleaning Companies
Mike Campion, addressed a big question from the Cleaning Nation community about commission structures for sales reps in commercial cleaning businesses. Mike shared that he’s not a fan of traditional sales roles for commercial cleaning, as the model often creates more problems than solutions. A long sales cycle can mean hiring the wrong people and waiting months to see results—wasting time and money. Even worse, when skilled salespeople leave, they often take the clients they cultivated with them. Instead, Mike recommends a marketing-driven approach using targeted, relationship-building strategies like the “Dream 100” method to land key accounts without being overly dependent on a single salesperson.
Why Relationships Matter More Than Speed in Commercial Sales
While speed is crucial for residential cleaning leads, commercial sales require a different mindset. Mike highlighted that the best commercial accounts, such as large facilities worth thousands a month, already have cleaning contracts and relationships in place. These clients need consistent, long-term relationship-building before they’ll consider switching providers. Unlike residential prospects who need quick responses, commercial sales thrive on patience and persistence. Mike emphasized using multiple touchpoints like personalized mail, online interactions, and in-person follow-ups to build trust over time.
Stick to One Niche: Residential or Commercial
A question about joining local chambers of commerce prompted a broader conversation about niching down. Mike strongly discouraged cleaning business owners from targeting both residential and commercial clients. Splitting your focus between the two means dividing your time, budget, and marketing efforts, which can hurt both areas. He advised picking one niche and going all-in, ensuring your energy is directed toward maximizing results. For networking, Mike recommends targeting associations specific to your ideal commercial clients, like BOMA for property managers, rather than general groups like chambers of commerce.
The Power of Strategic Alliances
Mike and co-host Lindsay explored creative ways to network beyond traditional methods. For example, building strategic alliances with local businesses that serve the same clients—like pest control companies, HVAC providers, or even coffee shops—can be a goldmine. These partnerships let both businesses market to each other’s customers, often leading to new recurring clients. Mike noted that while this approach takes more effort, the payoff is significant when done right.
Rethinking Email Marketing for Commercial Leads
Finally, Mike tackled a question about email templates for reaching commercial clients. He explained that cold emails alone aren’t effective for building relationships. Instead, emails should be part of a broader strategy that includes calls, in-person visits, and consistent follow-ups. Personalized, engaging emails with an unexpected or humorous tone—like a subject line reading “Do you have money?”—can grab attention in a crowded inbox. Mike’s advice? Don’t rely on one-size-fits-all templates—stand out by being genuine and creative.