Everyone knows the key to a successful cleaning business is in repeat clients. So, you buy the best equipment and educate yourself on becoming a professional. You plan to knock the socks off everyone who hires you. You know you'll impress them so much they'll refer you to their friends. Referrals are a great way to build a business, but it's a slow process.
It's great when you get a client to refer you. But when you're first starting, it can be difficult to get your first clients. This is where advertising comes in. But be careful. Many carpet cleaners have treaded the stormy waters of advertising and drowned. It can be tricky.
The first thing most start-up cleaning businesses think of is the yellow pages. Here you have a great media where consumers go when they are 100% sure they need a cleaning service. Yes, the yellow pages can work. But they may also result in thousands of wasted dollars. The problem is every carpet cleaner in your city is right at your prospect's fingertips. If your price doesn't sound attractive, they'll move on. In order for the yellow pages to work, your ad must sell and the person answering your office phone must sell.
The next strategy most cleaners take is with coupon mailers. They try mass mailers such as Val-pak, Gold Mine, or Money Mailer. Coupons are a quick way to make little money. If you're just starting out, they may work well for you. But it's easy to get caught in the low price trap. Being you're in the service business, it's nearly impossible to be the low price leader in town and succeed. Why? Because low price is the market position of most other cleaners in your town. No, I haven't checked. But I know this to be true in every city.
You have to be different. Your city doesn't need another carpet cleaner. They need a cleaner with a special niche, a special offer, or a unique selling proposition. Only companies who dare to be different make an impact on a market. Think about your favorite restaurant. Do you go there because it's just like the others? Do you go there because it's the cheapest place in town?
Some ideas include being the company who specializes in pet odor removal, stain removal specialist, grout dyeing, or fine rug cleaning. It doesn't matter if your competition is already offering these services. Of course, you have to approach these specialties different than how your competitors advertise.
Sure there are consumers who are only interested in cheap cleaning services. That's fine. Don't bother convincing them otherwise. I suggest you move on to targeting homeowners who really care about their home and want to gladly give you tons of money.
Once you've come up with a way to differentiate yourself, advertise it. Consumers will gladly give you their hard earned money and thank you for your services.
Author Resource:-
John Braun is a copywriter with Hitman Advertising and writer for the carpet cleaning industry. To get your FREE Advertising Planning Guide , visit www.HitmanAdvertising.com
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