Episode 269 – How to Market a Cleaning Franchise Effectively
Today we’re chatting with James Barfield!
James recently got put into a unique position where he could become the master franchisor for a large cleaning franchise in his area. His question was a simple one with A LOT of potential answers. That was simply how could he effectively market this franchise and help out his fellow franchisors once they sign up and start their new cleaning businesses.
The beauty of our industry is that client attraction systems work the same whether you’re just a local cleaning company or a franchise owner.
It all comes down two main concepts:
Your core values that differentiate you from the competition.
Specializing in a niche
Your core values is what makes you different. Maybe your company is far more professional and corporate than the competition, something that could definitely appeal to higher end commercial contracts you might be going after. Whatever those core values of your franchise is, use them to leverage conversations into your target market.
Resource Alert: How to Create Systems for Your Cleaning Business https://oldsite.growmycleaningcompany.comhow-to-create-systems-for-your-cleaning-business/
As far as choosing a niche goes, this is something I bring up again and again on purpose. It is one of the most important factors when it comes to really dominating your geographical area above and beyond your competitors.
You need to combine your core values as the unique selling proposition (USP) for your target niche. A good USP has to be something that is truly unique from your competitors, but also something that truly offers value to your target niche.
For example, you could say your USP is your cleaning staff always show up in bunny suits for work.
Sure, very unique, you got me there. However… it’s really not doing anything for your client and they could care less (they might be a little weirded out actually…)
Instead, think about how your cleaning services HELPS to grow their business. We can use car dealerships as an easy example of this in practice. If you owned a franchise that specializes in cleaning car dealerships, you can tell them that unlike your competitors you will actually help them maintain their inventory because your cleaners will go about and clean each individual car on their lot in addition to the actual office facilities.
This is something that will turn heads and almost no one competing for the contract is going to use this as part of their sales pitch… even if they WOULD do it they just don’t think about saying it.
Resource Alert: What You Need to Know About Setting Up a Janitorial Franchise https://oldsite.growmycleaningcompany.comjanitorial-franchise/
The more you can align your core values into a marketing message that benefits your chosen niche’s specifically, the better your client attraction system is going to become. Always ask yourself how can your cleaning services solve an annoying problem that your niche experiences?
Once you have that answer, it is time to go to town and shout it from the roof tops that you are the premiere solution.
If you are like James, you can help each of your new franchisees setup specific marketing funnels for their chosen niche just like you normally would for your own business.
Alright, with all that being said let’s dive into the Lightning Round!