Cleaning company referrals

What if your existing contract cleaning customers would actively work to obtain new REFERRALS for your cleaning company?

Every cleaning company owner wants that the existing contract cleaning customers bring more referrals.

As types of prospective clients go, referrals are the cream of the cream. They are positive, they are interested... and someone has heartily endorsed you so they're ready to sign onto your contract cleaning services unless you directly put them off some way.

Consequently, we seldom fail to sign a referral onto our services.

Comparing the ease and comfort of closing a referral to any other type of a prospect, we see how valuable it is to get clients referring their friends and associates.

Referrals come through an unreserved recommendation of someone they know and trust. A facility manager turns to a friend to ask for advice when desperately disappointed with his cleaning... and the friend recommends YOU, telling how great everything has been...

What could be better promotion than that?

Therefore, referrals are easy to close onto your services as their choice has more or less been MADE by the time they come to you.

It has been said that while any other type of a prospect requires successful closing and considerable work, a referral will sign on unless we actively STOP him from doing so by presenting a very bad image of ourselves or our contract cleaning services.

So, referrals are the jewels among prospective clients.

But why are they so preciously few and maddeningly far between?

Factors governing the flow of referrals to a cleaning company

Who wouldn't want significantly more referrals than what they're currently receiving?

Indeed. How do you get MORE of them... significantly more so that you could expand the clientele and number of cleaning sites ONLY through referrals — the most pleasant and easy-to-close prospect type of all?

Well, to get started on that, let's examine the factors governing the flow of referrals to your cleaning company. But, please, when reading these points, keep in mind that these points are relevant ONLY if you want to INCREASE the flow of referrals.

In other words, whatever the number of referrals you currently receive every year is not affected by these points. They come to play only when we want to increase that number significantly.

So, if you currently get two or four referrals every year but want to increase it to six, eight, ten or above, then these six points will govern that goal.

All right, so let's get into it.

1. Size of your clientele

THE FIRST FACTOR governing the flow of referrals concerns the size of your current clientele.

The more contract cleaning customers you have, the bigger the potential for referrals there is.

Every facility manager (and executive within client-companies) knows only a limited number of suitable candidates for your services, persons who are in the right position to buy cleaning services and with whom he is familiar enough so his recommendation will have sufficient impact to produce a referral.

To be able to get enough referrals every month, you need a relatively sizeable clientele as the first step. But increasing the size of the clientele won't affect the number of referrals an average client brings annually, of course. For that you need other factors.

2. Uniqueness of service

THE SECOND FACTOR governing the flow of referrals is your service and its uniqueness AS PERCEIVED BY CLIENTS.

Here, we enter a part of marketing called PACKAGING — the art of packaging cleaning services into a combination that is unique because no-one else has that same combination and that serves clients better than the average service available in your area.

You include bits of service that facility managers want most and then combine those with what they need (in terms of floor area, surface materials, purpose of use of each space, etc.) and give the concept a distinguishable NAME (along with a marketing message that highlights those "most wanted" parts)... and so on.

There's an article on the subject of packaging cleaning services elsewhere on our site if you're interested.

The more positively unique your service, the more accurately it includes and highlights exactly those additional services that facility managers want but aren't GETTING from their current cleaners, the more PULL your service will have all on its own.

This will then make it much easier for your clients to RAVE about it to their associates... which in turn will increase their natural willingness to bring it up when talking with those among their friends who are responsible for choosing the cleaning company for their business.

Which brings us to the next point on the agenda.

3. Implementing a systematic Referral Programme

THE THIRD FACTOR governing the flow of referrals is the degree to which you have an established, tested and successful REFERRAL PROGRAMME.

As a rule, clients are rather inactive when it comes to being active as a referrer.

As a rule, they won't ASK to find out whether there's call for recommending you... and even if they notice the need, they shy away from taking such active part in the life of another.

The thinking with being a client is that YOU — the service provider — are the active party... and HE, the client, is the passive one, receiving "treatment" from you, as it were.

It sounds a bit silly, but that's the role most of us subconsciously adopt the moment we BECOME clients of someone.

The act of "being attended to" automatically makes one more passive as a side effect. It's part and parcel of "client-hood" just like when you go get a haircut or a massage: Your part in it is to pay and to avail yourself to be "pampered."

And so it seems that clients are prepared to do little or nothing in the way of finding us referrals.

To counteract this you need a referral programme that has what it takes to ACTIVATE cleaning clients into finding potential referrals and going after these with gusto and skill in order to achieve lots more referrals.

In fact, you need to give them simple tools to use, simple enough so they can memorise a few sentences to use in certain situations.

And you need a clever way to help them AVOID any responsibility in the transaction toward the person they're referring. For that's another load on the mind of your client:

What if his friend is bitterly disappointed with your cleaning services and then blames HIM for it?

Sounds a bit batty, but if you want more referrals, you have to know how to remove those concerns from your clients so they feel safe in recommending you.

4. An affordable programme in terms of cost and time

The LAST FACTOR of successfully increasing the flow of referrals onto a much higher level (permanently) is formed from the cost-efficiency and time requirement factors of running the Referral Programme itself.

It needs to be very low cost and very quick to implement and fast to keep up routinely.

ANY client-acquisition system has to be that way, of course.

There's no point if the system requires one huge risk-investment and then everything hinges on the success of that one action.

See. Marketing and client-acquisition are dependent on SO many variables. Depending on the season, day of week, target group selection (and virtually a hundred other factors), a one-time effort or campaign can bring response that's either good or NONEXISTENT.

It's really a toss of a coin.

The risk factor in ONE huge campaign is HUGE.

The variables make ONE attempt more likely to fail than to succeed.

Therefore, any client-acquisition system is better off being a slow but CONSTANT flow — a trickle rather than one huge tidal wave of a campaign.

It must also be inexpensive to run and fast to do each time so that you can theoretically keep it up forever regardless of whether results materialise immediately as it's that cheap and quick to maintain it.

That way, you can ride over any variables by having the means to put out SMALL batches of fishing lines frequently and long enough so a huge number of "fish" sees your bait!

Makes sense, doesn't it? You don't want a RISKY system but one that's costly and offers a "once-in-a-lifetime" chance whose odds are heavily stacked against you.

Instead, you want to light, easy-to-use and inexpensive-to-run system whose results are much more CERTAIN by its structure alone.

Otherwise, it just won't work.

Just imagine what a difference a healthy flow of referrals could make...

Now, we've left the best to last. The greatest thing of all is if you can ensure that EVERY new contract cleaning customer is immediately harnessed into bringing you more referrals.

If that could be achieved, then gone would be the days when you had to wait for YEARS before the average new client brought you his first referral.

Now, you'll start him off practically immediately... and that is possibly the BIGGEST of all referral-increasing factors in this whole system!

Think about it for a moment: A constantly increasing flow of referrals coming your way — more and more as months and years go by...

What would it really mean for your cleaning company and you personally?

How would it affect your cleaning company, your income, your job-satisfaction, your motivation and success if you had a way for continuously increasing the number of referrals practically DEMANDING for service from you?

Wouldn't that be QUITE SOMETHING...?

And that's exactly what Cleaning Service Client-Acquisition System offers for cleaning companies.

In parts 1-6 of Cleaning Service Client-Acquisition System, you receive the tested and proven system for obtaining new cleaning customers from your area.

And with Part 8 of your Cleaning Service Client-Acquisition System you receive the keys to creating the perfectly successful, low-cost Referral Programme ever created. These tools are EASY to use and won't require much time... and the cost of running the system is practically ZERO.

With this system you can effectively DO something about the gridlock of referrals. You can open up the flood gates and start a healthy flow of new referrals that'll just keep on increasing for as long as you want.

What could be simpler?

CLICK HERE to read about the Cleaning Service Client-Acquisition System and how it can turn your cleaning company into a MAGNET for new customers and referrals!

HDK CONSULTANTS LTD 32 Manning Close Richmond Square East Grinstead, RH19 2DR West Sussex United Kingdom Telephone: (01342) 328 116 (from US: 011-44-1342-328116) CONTACT FORM

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

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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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CLICK HERE to read how you could acquire practically ANY number of great prospective contract cleaning customers every day of the week!

The packaging of cleaning services

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.

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?

CLICK HERE to read about added-value cleaning services!

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CLICK HERE to read how you could start utilising the Internet efficiently for acquiring contract cleaning customers!

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CLICK HERE to read about a new groundbreaking presentation & sales technique for contract cleaning services that'll bring the quality of your service to the attention of faciilty managers without you EVER stating any claims!

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