Episode 230 – Guide to effectively targeting potential clients
A how-to guide on marketing to your specific niche of potential clients
Today’s podcast is with Curtis Stamp from Dust ’til Dawn commercial cleaning service which serves the downtown Toronto Canada area with commercial cleaning services for the last seven years
Curtis accidentally stumbled into the cleaning world while he was working for an architecture firm and overheard an employee speaking poorly about the lack of attention the current cleaners were showing for the high-end clients. While doing some of the mailings for the firm Curtis came across some of the checks that were going out to the current cleaning company and realized that it was a lot more money than what he was currently making and it was taking a lot less time to make it! And as a bonus, he could work for himself instead of the 9-5 he was currently doing. The owners had become fond of Curtis’s excellent work ethic and that he was always going above and beyond what was asked of him. From there he used that to his advantage, went out on a limb and asked if he could quit his current position within the company and continue as their cleaning contractor. Since then he has excelled in operating a 15 employee business with some subcontractors operating the business six days a week covering a lot of square footage for the small team that they are. Dusk Til Dawn Commercial Cleaning focuses mainly on high-end clients who are looking to pay for high-quality service! We thought this was a cool story on how Curtis started his cleaning company.
RESOURCE ALERT: How to identify and sell to potential clients https://oldsite.growmycleaningcompany.comcleaning-service-marketing-plan/
First, you want to follow these three simple rules:
First step: Identify what type of building you are looking for
Second step: What type of position they hold
Third step: What company do they hold that position for
With the first step, you want to identify exactly what type of building you are looking. Have a minimum and maximum of square footage you are willing to take on as well as how many days per week you would like to be cleaning. Consider the building types and which type of potential customers you are talking too when coming up with your marketing plan.
Second, you’ll want to identify what position the potential client holds. Whether they are the actual property owner, in-house property manager or a vendor that is the property manager of multiple locations. Be precise with your approach; the success of everything is how well you know your audience. The more diverse the audience is you have to have a compelling message portrayal, one generic message to multiple audiences will not be effective. It is important to identify which of your clients you can expect a bigger return from, based on the kind of business and profit they are bringing in. Not only is it important to pick a niche in what type of cleaning service you are providing but what particular type of clients you are looking to obtain. You have to learn how to market to different customers, whether it be the owner of a building or a property manager who is making all the decisions. A property owner is going to be a better target based on the understanding of value you bring and that you can show a greater value proposition rather than only offering a lower price. At the other end of the spectrum, there is a property manager who owns nothing and is a lot harder to show value too because they are only looking to go to the owner and show a lower price. Another potential client will be an onsite facility operations manager who will be more vested in the contract because typically they only have one building to focus on, although they are not going to look into detail more than a property manager would.
The third step will be to take an in-depth look at what company they hold their position with. As a business owner, you can decipher between which clients you are chasing rather than who you are accepting according to which types of contracts you are looking to obtain. People are not ready to buy when you are ready to sell they buy when they’re ready to buy; the same thing goes with they don’t buy how you want them to buy, they buy how they want to buy. Buildings do not buy anything, companies do not buy anything, only humans within companies buy anything. Therefore we need to sell to those who are managing or have the decision-making capabilities for those buildings.
RESOURCE ALERT: How to effectively market specific clients https://www.youtube.com/watch?v=yeTjjGDP3do
Assimilate precisely what their pain is, and offer to solve it. Understand who they are, what their pain is and find the places they go to solve their suffering. While there, present a solution and come equipped with a message on how to solve all of their troubles. Find their associations, and where to market yourself specifically to the clients you are looking to target.