Today Mike is talking about the importance of having a niche! Why it is so important to know who your customers are, what they want, and how to be crystal clear on the differences between a good and a bad customer. So many members of cleaning nation focus so hard on the quantity of customers, that they forget that the quality of your customers is just as important. How does a ‘good customer’ pay? Are they profitable? How do they treat you and your employees? Is the work they have for you inconsistent? These are some of the questions that you should be taking into consideration. You should make sure that every customer you take in is an actual fit for you and your company, and that you can really make a difference in their life as well, rather than just taking on anyone with a fist full of cash.
One of the fastest ways to go out of business quickly is to take on a hoard of customers that aren’t a good fit for your company, and there are a few reasons for that. The biggest issue is that those types of customers almost never want to pay enough, and oftentimes also cause the most trouble and take up the majority of your time. There are certain customers that only care about who has the lowest price, which doesn’t allow you the funds to properly service them in the first place. If you are really providing a great service that is really helping ease your niches pain, then they should understand that that costs money. Having bad customers can also lead to a decrease in employee morale, which can start to affect your other clients, and you’ll find yourself caught in a vicious cycle.
Another myth that misleads a lot of people is the fallacy that it’s a good idea to keep on bad customers because they still provide money that you can use to service your other accounts. The truth is that Mike has spoken to hundreds of owners of cleaning companies, and they all express immense joy and realize that they should have let go of the ‘bad’ accounts long ago.
Thinking that you can spread yourself across multiple niches and specialties is another bad predicament that many cleaning company owners find themselves in. The truth is that you can provide much better service to your clients if you can corner one edge of the market, and provide immaculate service to them alone. There is a misconception that if you charge anything more than the bare minimum that you’re greedy, but the fact of the matter is that being able to ease your clients pain is worth more, and if you’re going after the right customers they should understand that you’re running a business and that you are a person and employee other people all of which need money for their services.
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