| Direct mailing is often considered a waste of money by many cleaning companies. Yet it's merely a vehicle for the MESSAGE which is what brings results or not. Learn to use the right approach to interest facility managers in your services... |
Direct mailing in cleaning service marketing |
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Harnessing the power of direct mailing to bring a constant stream of prospective clients for your cleaning company
Who hasn't tried direct mailing and burned his fingers? You create a letter with high hopes, acquire a mailing list, work your fingers to the bone in preparing a batch of letters, buy your stamps and, with growing anticipation, mail the letters. You sit back to wait for a good response... and then... nothing. You get no replies, no contacts... or only one or two from some hopelessly unsuitable candidates... people who aren't facility managers or are just out to wind you up... In the end, it's easy to become disgusted with direct mailing. Having done all that work for absolutely nothing... well, might as well forget about the whole idea of direct mailing, right? So, what went wrong? Doesn't this prove that direct mailing is a waste of time and money? Well, not necessarily. It's not so much the WAY your message was delivered that caused the lack of response... but the message itself.
Direct mailing — only a vehicle for the message
It's the MESSAGE that produces results... or leaves you without any response. Without a message a direct mailing letter is just an impersonal letter that requires no response nor action from the receiver. The facility manager looks at it and understands that it doesn't concern HIM... do he puts it aside and does nothing. Or, rather, the LETTER does nothing for him, right? Now, before you get all upset and misunderstand THIS message to mean something it doesn't, let us explain. Firstly, we've no doubt that if you created a message then it was a good one. There's no intention to claim that the lack of response was caused by your inability to write a great message. It's not copy-writing skills that are in question here primarily. It's a question of hitting the facility manager exactly the right go-buttons, which will make him take INSTANT ACTION. It's about knowing unerringly what facility managers think about cleaning services and what they want from cleaning companies. It's a game of being fully aware BEFOREHAND what they don't understand or like about contract cleaning... and having the foresight to OFFER facility managers exactly what they desperately WANT from contract cleaning services... as viewed SOLELY from their viewpoint. To YOU, facility managers' viewpoint may seem selfish, accusative, or downright silly. It doesn't really matter, in actual fact. All that matters is that it's THEIR viewpoint on cleaning services... and you can become successful ONLY by offering exactly what your target audience WANTS. Whatever the viewpoint shared by the majority of facility managers then that's what you've got to GO with in your message, no matter how unpleasant the issue might be for you or the cleaning industry. The magic of creating the message into direct mailing letters is in being able to START with the target group's opinion (no matter how negative it may be) and TURN it into something CONSTRUCTIVE... something that leads into instant interest among facility managers just because the letter recognises THEIR REALITY, see? If you want to CHANGE the viewpoint held by facility managers then you must BEGIN from whatever reality they currently hold true. Otherwise, you won't get results. Whatever THEIR viewpoint IS, forms the foundation and angle of approach for an effective message. If you want positive results then you cannot start from YOUR reality on these matters for that's a professional viewpoint definitely not shared by nonprofessionals of cleaning (also known as "clients"). Obviously, this is NOT an issue of who's right or wrong in regards to those endless differences of opinion between cleaning professionals and their clients. If you sit down and write YOUR TRUTH on paper, then the message you instinctively come up with will not work. Of course you're right when it comes to various disagreements with nonprofessionals (clients) as you're the professional. Only... do you honestly believe they would be able (or willing) to ADMIT that? Right you are, they'll simply throw away your letter! It's far easier to dismiss your direct mailing letter than to admit to those unpleasant facts of life, don't you think? Right. It's an issue of whether or not YOUR MESSAGE is built so that it will be acceptable to them and produce desirable results. Marketing is not the forum for asserting your rightness over past injustices that you may have suffered with uncaring prospects and insufferable clients. Marketing is not the platform for acting out your (perfectly justifiable) frustrations over having tried to help clients and having been refused time after time. In marketing, you start with whatever facility managers believe to be true, no matter how upside down it is. They think it's true and you cannot win unless you agree with them to certain extent. If you don't start from THEIR viewpoint, THEIR reality on things, if you don't use THEIR concepts and words to describe those results which THEY want... you're not going to get results. Factually, it doesn't matter all that much HOW you forward the message to its recipients. While direct mailing is arguably one of the very best methods of doing so (because it allows you to obtain the full attention of the recipients), it's still only a vehicle for a message... one among many.
"...you have three seconds to state your case..."
Not exactly a pleasure overload, is it? Especially if you've told him in advance it takes an hour or two and then travelled to HIS office for the meeting... Well, with your direct mailing letter you only have about THREE SECONDS to make an impact on your reader. That's the time we give for direct mailing letters on average — and if the letter cannot drive home a convincing reason why we should keep on READING we simply throw it away. That's why the headline of the letter is so vitally important (as well as the pictures and layout you use). Its task is to STOP the reader and make him REALISE something within three seconds so he decides that this letter is different and well worth his time.
Why not KNOW the rules of direct mailing and acquire the messages that hit bull's eye with your local facility managers?
That way, you can get results without dependency from anyone else. And that's exactly what you will receive in the Cleaning Service Client-Acquisition System. Part 2 of this system gives you a whole bundle of ready-to-use direct mailing letters, all created by experts who've successfully marketed for more than fifty cleaning companies with good results. Why not give it a try? It might give you just the information you've been looking for in order to start utilising direct mailing — arguably the most comfortable of all prospecting methods! CLICK HERE to read the introduction of Cleaning Service Client-Acquisition System. It may be just the thing you've been looking for to get an edge in competition in your area!
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Is it at all POSSIBLE to increase the number of well-paid contract cleaning jobs AT WILL?
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How you could increase your prices and profits in the face of competition:
But did you know that not all clients and/or facility managers are looking for the lowest price... but something altogether different? |
Sales Boosters: Are you a top sales expert who finds it easy to sell to prospective clients... or are you not confident or simply not experienced in selling contract cleaning services? Whichever, there's a booster for your sales... CLICK HERE to read the two sales results boosters which will increase your sales many times over! |
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Hand to heart — have you ever wondered what it would feel like if cleaning customers genuinely appreciated the service you work so hard to provide... and if they also let YOU know about it? Furthermore, how would such openly admitted satisfaction affect the motivation of cleaning crews and yourself? And could it actually also mean more PROFITS from each and every cleaning site for your company? |
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What do they dislike and like, suspect and trust? What's top quality and why? CLICK HERE to read how you could make a lot more by knowing what they want from cleaning! |
Many cleaning companies use huge sums of money for advertising their services. While it brings new clients, could there be a way to obtain a lot MORE clients... and at a fraction of the cost? |
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Have you ever wondered why contract cleaning customers are so insistent on finding FAULT with your work... and why they complain about the smallest things? Why do they not perceive the thousands of square feet you've cleaned so well but put their attention on finding the few square INCHES which you've possibly missed? What if you had a way to make them SEE all the well done work instead? |
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An unlimited source of top prospective clients for contract cleaning services
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The packaging of cleaning services
CLICK to read how to package cleaning services into top-selling products! |
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Would you like to publish a best-selling guide in your area and to educate facility managers on how to evaluate cleaning services and choose the cleaning company... YOURS? Would you want to increase the awareness of facility managers on how much YOU could help to improve their cleaning and rid them of the problems they may be facing with their current cleaners? And do all this so that your marketing actually pays for itself and then some? Well, if so, then here's a way to do it without ever having to write a single word... |
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Added-value cleaning services: Added-value cleaning services have a significantly higher success ratio in sales while producing clearly better profits for the cleaning company. But what are added-value services and how do you create such for your cleaning company?
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The Internet is here to stay. With more than a billion people, the Internet has become the primary source used by companies to find new services and information about business-to-business services. Yet, only about 4% of cleaning companies utilise the Internet efficiently for prospecting and marketing, even though it is practically a COST-FREE way of acquiring a constant flow of new contract cleaning customers. Regardless of whether or not you have a web site, this article is quite an eye-opener in terms of Internet marketing of contract cleaning services... |
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In selling cleaning services, one of the weak points of the traditional sales technology is that you have to state CLAIMS about your services and about your own excellence. Surveys show that facility managers automatically SUSPECT any self-promotional claims made in a sales situation. Thus, those claims are NOT believed and the end result of stating claims is a lowered believability toward you and your services. The best way is to AVOID making such claims... but, if you don't TELL him about the quality, how is he to KNOW? |
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Telemarketing How could you set up a cost-efficient and highly lucrative telemarketing activity to ensure a constant flow of preselected potential contract cleaning clients at a moment's notice, starting and stopping it as needed?
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Is there
a way to acquire new prospective cleaning customers by way of
direct mailing in a high-quality, |
More Referrals?
CLICK HERE to read about obtaining referrals from existing cleaning clients! |
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These articles explain the findings of a long-term cleaning service marketing project by a team of top marketing experts and with the participation of more than 50 cleaning companies over several years. But how did the project come to start and what did it take to bring it to a successful ending? |
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Direct
mailing is an old trick of marketing cleaning services... and
one that we soon grow disillusioned with.
Direct
mailing in itself is only the means of bringing your MESSAGE
to recipients. It's just like an ad in a newspaper — a SPACE
for a message.
Have
you ever been to one of those presentations where the prospective
client tells you from the onset that you only have a few minutes
to prove why he should sign onto your cleaning services?
The
right way to battle the problem is to acquire all the knowledge
of what WORKS in direct mailing and HOW it works.
Indeed... is it possible
to CONTROL the number of new contract cleaning customers we obtain
on monthly basis? Is it possible to increase the PROFITS of each
cleaning site well above the industry standards... and do so
without having to invest an arm and a leg before you know whether
or not it works?
Competition
is tough and pricing is often the only weapon used to win contract
cleaning bidding.
The difference customers'
appreciation makes in your motivation and profits
Do the math: Cost and results of
passive
versus active
methods of finding prospective clients
Client-Satisfaction: Making cleaning customers
SEE how much they receive from your cleaning services!
What if you could find
an UNLIMITED number of great potential contract cleaning customers
from within your area at will? Just imagine how it could affect
your business and income! Well, why not check out this article
to find out how some cleaning companies have managed to obtain
prospective customers on continuous basis...
The
task of marketing is to PACKAGE the service to be sold. But just
HOW that is done and what benefits it can bring you is generally
not known.
Publishing: A unique way of creating HUGE interest for your
contract cleaning services FREE!
Utilising the Internet
in marketing & selling contract cleaning services
How to present & sell contract cleaning
services without having to state self-promotional claims
effective manner while
creating a top image for your cleaning company?
What
if you could get each of your contract cleaning customers activated
into bringing you several new prospective clients every year...
now, wouldn't that be quire something?
History of the cleaning
service marketing project that changed the success odds within
the cleaning industry forever in favour of smaller cleaning firms