Marketing

As this winter moves slowly toward springtime, I have gotten several calls and visits from cleaners who are looking for ways to "get more business". While we should all look for ways to build our business throughout the year, this season's gloomy weather, and the economic gloomy forecast, has created periods of slow or no business that create real worries among the newer members of the cleaning industry.

Just today I was visited by a concerned business owner who wanted to know what sort of postcards or mailings that he could do to help to build his fledgling business. While I advised him that such mailings can be helpful, I began to suggest that he make calls on a variety of businesses to either ask for business, or to build a referral network.

I could see by his expression that he didn't want to make such calls. The more that I explained the benefits involved in this direct, "belly to belly" selling technique, the more he "shut me out", and he simply created one excuse after another as to why he could not or would not make such calls.

The fact remains: In a service business there is no substitute for direct, face to face visits. Such "cold calls" are very difficult to do for most, which is all the more reason why cleaners should do it!

Few cleaners have the will and discipline needed to make such calls. That means you have few competitors to worry about when competing in such a fashion.

Is it easy to do? No. But remember, one definition of a successful person is this:

"Successful people do the things failures don't like to do."

Make one more sales call today; chances are, none of your competitors will be there.

Thermal Energy Drying Class Today

The office has just closed for the weekend, and its giving me time to reflect on a powerful presentation that I sat in on today.

John Otero from TES Drying Systems shared his experiences and those of leading restorers nationwide with Thermal Energy Drying. When first introduced just two years ago, there was a great deal of interest, and controversy, regarding this revolutionary way of drying.

Yet, as I listened to John and both the scientific data as well as real world experiences that he shared, I realized its not really "revolutionary". Drying with heat is something we've done in our homes for years. When we use a clothes dryer, we use heat to remove moisture from our garments, and we exhaust the humid air outside of the home, rather than to attempt to dehumidify it.

How simple!

I've been receiving some great pictures from clients who are realizing the benefits of drying with controlled, directed heat. I'll post some here soon.

Success with Green/Natural Cleaning Positioning

In the past few weeks I've spoken to several hundred cleaners on two separate occasions regarding my feelings about positioning your company as one who offers the use of "Green" or "Natural" cleaning products when performing your cleaning services.

I've been surprised and pleased at how many companies have taken hold of this concept. Those individuals who have called me have told me that current customers and new prospects are appreciative of the care they are showing for both the environment and (more importantly) their family members and pets by promising to use such products in their home.

There is likely no better time of year than now to try new approaches and to reposition yourself in your marketplace. There are so many high quality products that are "environmentally and human friendly" that it will not be difficult for you to offer such services, and many such products truly do clean effectively if used properly.

Note: Do not use fear tactics, with warnings that create anxiety and confusion. Leave that type of "marketing" to your more callous and less imaginative competitors. Today's consumer is suspicious and resentful of such tactics.

Instead, simply assure your customers that you are a good citizen of the world and the community, and that everything you use in their home is safe for them, their family, their pets, and the environment in which they live.

Is Your Service "Worth It"?

Most marketing programs designed for the cleaning industry at the end of the last century (seems odd to read that, doesn't it?) focus on helping cleaners convince prospects to pay a higher price for cleaning services than they expect to pay.

These programs have often helped cleaners who would otherwise not survive in the competitive world of cleaning. With higher prices, these cleaners have met professional and personal financial goals and many have become leaders in their market places.

I've noticed, however, that some cleaners have learned to "market" a higher price, but are not DELIVERING a higher value. This short sighted practice results in declining repeat business, and little, if any referral business.

How can you be sure you are not "overselling and "underdelivering"? Here are a few points to consider:

Do you list several "cleaning steps" that might not truly be beneficial to your customer, or should be expected without "selling them" ("soil level testing", "demonstration of (add on service), etc).

Do you list cleaning steps in your sales material, but fail to do them?

Look for an article exploring this trend and how it can hurt your business in an upcoming article in Cleanfax Magazine.

Carpet Repair & Restretching at Winterfest

It was great to see the crowds of people who visited Mark Violand and David Behr to see their demonstrations of carpet repairs and restretching. Based on the number of those individuals who bought the needed tools and/or signed up for our Carpet Repair and Reinstallation Class in August, I think I can safely say that part of our program was a "hit".

Never depend on a carpet installer to be a carpet repair person for your customer. A good carpet installer is simply too busy putting in new carpet to do what he'd likely consider "nuisance work".

You,as a professional cleaner, need to offer this very valuable (and profitable) service to your customers. It isn't difficult, and you will be an invaluable resource to your customer if you'll just invest the time and (little bit of) money needed to be trained and equipped to offer tis service.

Testing The Cleaning Industry Needs

The past year and a half has been filled with controversy and debate regarding the failings of the CRI Seal of Approval Program. While it was understood that the purpose of this program was to create a useful way to measure the performance of cleaning equipment, chemicals, and systems, the results of these tests have been questioned, if not completely rejected by, most independant industry observers.

Some findings of the study may yet have merit: As an example, it was found that the way airflow was either enhanced or restricted by extraction wand designs had more influence in the final test results than the water pressure, heat, and vacuum power that the extractor produced.

It has been proposed that wands themselves be tested, and as long as the test protocols are sensible, such tests would be welcomed.

Other needed tests include:

What products and processes work best on such oil loving fibers as polyester and olefin.

What differences in resoiling exist when extraction solutions contain alkaline detergents, acid rinses, or pure water alone.

How well fluorochemical treatments bond when applied after the use of either of the above extraction/rinsing methods.

I'm very interested in some "real world" tests that will be conducted later this month at an informal meeting of carpet cleaners, including recognized industry leaders, known by its participants as "Mikefest". While these tests are not being conducted in a test laboratory, the amount of care being shown in setting up the test variables and procedures is impressive.

I'll share the results of these tests here once they are made public.

Winterfest 2008 Pictures - Facility

These pictures were taken during Winterfest on January 26, 2008. These start during exhibit set-up from 7:00 in the morning at the Boston Spectrum facility. Watch as the seats fill by 8:30AM! In following posts, I will be releasing more photos from Winterfest 2008.

Winterfest 2008 Pictures - Food

More pictures taken at Winterfest on January 26, 2008. These food pictures show the breakfast & break area as well as the delicious catered lunch. In following posts, I will be releasing more photos from Winterfest.

Winterfest 2008 Wrap Up

We wrapped up Winterfest 2008 last Saturday, and nearly a week later we are still getting calls thanking us for our efforts, but more importantly, asking important questions about the material that was presented and the products that were exhibited and demonstrated.

If you didn’t have a chance to attend, you missed out on hearing presentations about today’s economic trends, “green cleaning” protocols, cleaning for allergy sufferers, new advances in antimicrobial and promicrobial treatments, and advanced techniques for monitoring restoration jobs.

In one room, there were vendors introducing truck mounts, drying equipment, and specialty cleaning and restoration products that have never been seen anywhere previously.

One attendee was so excited about what he was seeing that he text messaged a friendly competitor and insisted that he come over right away.

That late arrival, on the insistence of his competitor/friend, was a grand prize winner!!!!!!

If you missed out on Winterfest 2008, and would like to know more about the subjects covered, I am adding pictures and information daily as I can.

I plan to show you the exhibits & exhibitors, as well as the speakers & share some notes on their presentations. I also intend to show the winners of more than $12,000. worth of prizes!

Winterfest 2008 Pictures - Exhibits

Some interesting pictures that we snapped at Winterfest on January 26, 2008. These pictures are of the exhibits, exhibitors and our customers & guests. The exhibits were jammed all day. In upcoming posts, I will be putting more photos up from Winterfest 2008.