Episode 168 Letoya Shavis Super Clean Janitorial Is your commercial janitorial advertising costing you a fortune or making you a fortune? Mike coaches Letoya Shavis, owner of Super Clean Janitorial how to transition from residential cleaning customers to commercial with the right commercial janitorial advertising. Letoya started out wanting to do commercial janitorial. She partnered with a company that gave her leads but found that they made the lion’s share of the profit without doing any work. She took on some residential jobs that she found on her own, but hasn’t cracked the code to getting commercial janitorial work. KEY POINT: There is more money to be made in getting clients than cleaning Mike has coached many owners through the transition from residential to commercial cleaning. Much of the problem is mindset. So often owners of cleaning companies believe that commercial is a difficult, mystical world. The truth is- the concepts that work for commercial janitorial advertising also work for residential. You don’t have to talk about yourself (they don’t care). You just need to understand your prospective customer. To do this, you have to be very specific about EXACTLY who you want to serve. Restaurant owners have very different needs than daycare or property managers. If you try to market to them using the same message, you will probably waste a lot of money. KEY POINT: Successful commercial janitorial advertising is SPECIFIC to your ideal target prospect Not only can you provide better marketing messages when you target a very specific customer, every part of your business gets easier: Sales Marketing Hiring Providing Service Pricing Bidding Once you know your ideal customer better than anyone else, every aspect above gets easier to do and you do a better job at it. BONUS LOVIN: Integrate custom website URL’s into your commercial janitorial advertising Here are a couple of fun examples: www.CleanMyRestaurant.com www.WeCleanDallasDayCares.com www.PropertyManagerCleaningSpecialists.com You immediately know who I am marketing to just by the web address. Your ideal target customer will immediately feel like they are in the right place when they visit a custom web address to their specific industry. Once you have chosen your ideal target market, you can make your life even easier by being even MORE specific! Identify the top 100 prospects within that target market. It doesn’t have to be exactly 100, but you do want to identify the best of the best in your target market. RESOURCE ALERT- The Dream 100 concept is covered well in Chet Holmes book “Ultimate Sales Machine” Once you have your target market and Dream 100, you just need to find out what makes them tick. The easiest way to do that is to ask them. Don’t overthink it. Give them a call. Ask them what they are passionate about. How you can best serve them. What their biggest fears are- their hopes and dreams. Ask lots of questions and listen carefully. Don’t talk to them about cleaning. Listen. Listen to whatever they want to talk about. Know them better than anyone else. Once you have done that you have an advantage over your competition who does NOT have a target market and doesn’t know your prospects like you do. This is an important topic and can transform your business. Here are a couple resources for more free info: Dream 100- CLICK HERE Picking an ideal target market- CLICK HERE No blog/ podcast would be complete without the opportunity for the guest to share their best stuff with the… Lightening Round What’s the best piece of advice you’ve ever received? Work every day like it’s your first day on the job What’s the biggest mistake you’ve made in growing a cleaning business? Letting someone else handle getting customers Can you share one idea people can use to improve their lives or businesses TODAY? Have a personal relationship with your client.