A new cleaning service presentation technique

Cleaning service presentation: How to increase quote acceptance ratio tenfold with a new presentation technique

The vital role of cleaning service presentation is often disregarded by many cleaning companies.

After all, prospective customers usually call in to ask for a quote, so why bother trying to do a special presentation... no doubt that would test the patience of most facility managers, right?

Well, it's understandable to think this way. That's what the standard has become over the years within the commercial cleaning industry.

But in reality, a presentation is the ONLY CHANCE you've got to make a noteworthy DIFFERENCE in favour of your services in the mind of the facility manager.

Without a well-planned, high-quality service presentation, the facility manager can only compare your services to other quotes by its PRICE ALONE... and that's not necessarily in your best interest, is it now?

You want to obtain cleaning sites that run with a good profit... and there's bound to be one or more price cutters among those cleaning companies who've been asked for a quote too.

If you leave it up to the facility manager to SEE the difference in quality without SHOWING it to him or her (in form of a service presentation)... then don't hold your breath, my friend.

"But," you may ask, "how am I going to force a presentation on the facility manager when all he wants is a quote...?"

A pertinent question indeed.

The stealth cleaning service presentation

The best time to do the presentation is while you're asking for details on the telephone for the quote. In other words, you do the presentation BEFORE going over to their office to measure the cleaning site for a quote.

It's very easy if you know exactly how to go about it:

You tell him that because your service is tailored exactly to the needs and wishes of the facility manager, you therefore must ask him a few questions about what he wants and dislikes in cleaning services.

That way, he won't be able to say "No" to it.

In fact, he won't WANT to refuse either, for just by saying that you've actually introduced HOPE of there being a better cleaning service.

No one else ASKS him that, see?

They don't ask what the facility manager wants, likes, needs or dislikes... let alone that they would enquire into the wishes of the PERSONNEL whose complaints the facility manager has to convey to the cleaning company in the main.

It's amazing what a difference just ONE question can make... but that's nothing compared to the impression you can create if you have a set of 20-30 questions that go deeper into his (and the staff's) wishes, likes and dislikes about cleaning service.

Now, there are a few important factors to know about this type of presentation.

Firstly, it's a presentation that "is not," in a sense, because it takes place IN THE MIND of the facility manager instead of being something you SHOW him.

It's neither a glossy brochure nor a fancy computer-screen presentation, but a series of questions to direct the facility managers attention onto special subjects from a very precise angle... and in a very special sequence.

While high-quality visual aids do have their place in presentation — such as a four-colour presenter kit, for instance — the time for those comes LATER... and they're not always necessarily at all.

This is a very special type of presentation we're talking about, one whose efficiency and functionality have been tested thousands of times and found BY FAR BETTER than ANY other form of presentation.

The name of the game here, the challenge we're facing is...

Influencing the mind and the heart of the facility manager BEFORE the quote

The effect we are after with this presentation is predisposing the mind and heart of the facility manager in our favour IN ADVANCE.

We want to get in the back door, we aim to have the facility manager CONVINCE HIMSELF that our service is superior to anything else that's out there.

And we need to do it BEFORE we give the quote. More specifically, we must do it before he sees the PRICE on our quote, see?

If you leave your sales talk until THEN, trying to convince him once he has SEEN the price (that's bound to be clearly higher than most of the other quotes), you're truly wasting your breath.

He isn't listening any longer. You've blown it already.

See. It's all a question of first impressions. And when I say "first impressions" I mean "the first significant impulse either for or against using this cleaning company."

The first impression you give with NO presentation and HIGH price on the quote is... well, need I say it? You've not given him ANY reason to change his fixed idea on "all cleaning companies are alike, only the price is different..." and he will act accordingly, dropping your quote as if it burns his hand!

Compare that to having slipped in a THOROUGH presentation that consists of patiently (and discreetly) directing the facility manager's attention onto various issues concerning cleaning and ensuring that he FORMS AN OPINION about those things more or less in the direction that you WANT.

Well, how's that done then? How on earth could you CONTROL the mind of the facility manager into thinking along the lines you want?

You might be surprised just how EASY it is.

Asking the facility manager a cleverly planned set of questions

You can control ANYONE by simply asking him QUESTIONS.

Sure, you need to ask those questions in a FRIENDLY manner.

Of course, you need to be very certain that the ANGLE OF APPROACH of those questions is taking HIS SIDE, so that he feels more and more RIGHT about his position in the subject.

And you need to PLAN the questions very cleverly so that the facility manager can answer ANYTHING HE LIKES and yet his reply is more or less in the direction that you want to take his mind!

Those are the main points in creating a presentation whose efficiency is beyond anything the commercial cleaning industry has ever seen.

"But," you may ask, "how's that possible... how is it done?"

Let me give you an example.

Let's say that I want the facility manager to demand better handling of complaints from the cleaning company he'll choose for the job.

Further, you want him to want FEWER complaints so that he won't have to work so hard in conveying and handling complaints. AND you want him to be absolutely CERTAIN that YOUR COMPANY does just those things.

So, you ask him:

"In your professional opinion, do you feel that cleaning companies should actively work to minimise complaints by conducting continuous client-satisfaction surveys AND by giving an ironclad guarantee on correcting any mistakes within a day?"

Note that this question isn't exactly in the right wording as we don't want to give OUR competitors the benefit of copying winning strategies from our web site.

Notice further that this type of question would NOT be among the first 15 questions asked from the facility manager as we would prepare him for the question with a set of other questions about his satisfaction to cleaning services in general prior to asking this one.

But it'll do as an example.

Now, when the facility manager HEARS this question, the first thing he notices is that it is asked from HIS viewpoint, not from that of a cleaning company... whose way of looking at it would be almost directly OPPOSITE, right?

This fact alone will create an impression, especially if the same "taking his side" has continued all through the interview in each of the questions, don't you think?

He will form an opinion that YOUR cleaning company is one with an EXCEPTIONAL customer care attitude. This will be further supported by the respectful wording of the question ("in your PROFESSIONAL opinion..." and so on).

From the question, he will also make a mental note to check with other cleaning companies whether THEY say or write anything comparable to this attention to minimising complaints, caring for customers' satisfaction and repairing any mistakes made.

Above all, by hearing and answering this question, we have installed in his mind a certainty that your cleaning company HAS this positive attitude of customer care and that you guarantee his satisfaction.

And all this without EVER stating a single self-promotional sales claim of any kind!

But how do we know that the facility manager will answer "Yes" to such a question?

Well, of course he will.

While he FEELS that he could answer anything he likes, there's no way he could EVER resist the temptation to speak his mind to such an inviting and friendly question.

Obviously, we've conducted thorough surveys among facility managers and we know exactly what the majority of them THINK about various aspects of cleaning services... and, just as obviously, we would have planned and tested the QUESTIONS in such a presentation accordingly so that about 85-95% of those questions hit smack in the middle of the target!

It's quite something to behold what a HUGE impression you can create in your favour way before you've given the quote.

In nine cases out of ten, you've also raised his "cost tolerance" in regards to YOUR QUOTE quite nicely.

In other words, the facility manager will accept a higher price from you and still consider you as the leading contended, simply because IN HIS MIND you're the frontrunner!

Obviously, we would ALSO include those main points in our quote so they're there to REMIND the facility manager that this quote is from the cleaning company with an exceptional attitude of customer care.

Add to this the use of a clever "after-quote follow-up" technique and you get the picture.

An absolutely formidable competitive edge for your cleaning company?

So, what are your competitors going to do when the facility manager approaches THEM with his newly found demands?

Well, they're NOT going to know about your clever presentation strategy and its reasoning.

They're definitely not going to try to take the facility manager's viewpoint as they'll experience his approach as a hostile one.

So, now your competitors are faced with the daunting task of proving their prospective customer WRONG!

Need I say more... no doubt we both know what's at the end of that bitter path?

I'm telling you. This presentation technique is formidably efficient.

Now, it may seem like a sneaky way of obtaining an advantage.

In fact, if there WAS such a thing as "competing with the unfair advantage of having a superior service and making the potential customer AWARE of the quality in a clever but utterly HONEST way..." then THIS presentation would be the top candidate for such "unfair competitive advantage."

Of course, there's no such thing and you're free to compete in any honest way you want.

There's nothing underhanded about giving customers a better service. There's nothing wrong with asking a fair price for your services. And there's definitely no law against being clever!

In competition you're allowed to do whatever is honest and benefits the customer and there's nothing wrong with that... although your competitors will certainly not like it...

And let me tell you that IF you adopt this system of presentation, YOUR competitors in your area just won't know WHAT HIT THEM.

You'll walk away with the winning quote probably about 6-8 times in ten... and with a HIGHER PRICE than what competitors offered in their quotes!

Wouldn't that be a nice thing to have for a change?

And that's exactly the presentation method that's in the Cleaning Service Client-Acquisition System, complete with ready-to-use tools and each of the questions, quote additions and follow-up methods included.

These presentation tools are tested and proven to bring an exceptionally high closing ratio regardless of whether or not you're an experienced sales expert!

CLICK HERE to read a presentation of the Cleaning Service Client-Acquisition System.

It may be the beginning of something absolutely awe-inspiring in terms of getting a formidable edge in competing for the best cleaning sites 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:

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Sales Boosters:

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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?

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CLICK HERE to read an eye-opening article on how you can increase the awareness of clients on how much they receive from your cleaning services...and how much it could affect your profit margin!

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CLICK HERE to read how you could make a lot more by knowing what they want from cleaning!

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CLICK HERE to compare the costs and results of passive and active client-acquisition methods for cleaning companies!

Client-Satisfaction: Making cleaning customers SEE how much they receive from your cleaning services!

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

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Publishing: A unique way of creating HUGE interest for your contract cleaning services FREE!

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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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Utilising the Internet in marketing & selling contract cleaning services

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Telemarketing

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History of the cleaning service marketing project that changed the success odds within the cleaning industry forever in favour of smaller cleaning firms

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?

CLICK HERE to read about this unique cleaning service marketing project and the team behind this cleaning service marketing web site.