Post 2 of 4 in our Targeting Marketing Series
“No matter how tiny you look, you can lead huge men if you have what the huge men don't have.”
― Michael Bassey Johnson
This post is all about what makes your business unique— once you are able to effectively communicate this to your customers, you will find many more people that are willing to buy from you.
Truthfully, your cleaning service fills an important need and your revenue will literally increase by thousands of dollars if you know how to communicate this to your clients.
In this post, I will guide you through the steps that you need to take in order to identify your value proposition, but first I must give you an example of what not to do when marketing yourself to customers.
How common are the mistakes in this Scenario?
Toast crumbs fell from Travis Denton’s beard as he shot a wary glance at the clock.
His slightly dented white van sped past the stop sign and screeched to a halt in front of Anne’s home. The green light of the clock read 9:15. Hopefully between her parenting responsibilities and her conference call Anne wouldn’t notice his tardiness to her 9 AM appointment.
Besides, Travis preferred being left alone while he cleaned-- he considered himself to be fairly introverted, and he liked to avoid small talk as much as possible. He found it more enjoyable to just listen to music on his AirPods and finish the job as soon as possible.
The van door slammed behind Travis, who tromped across Anne’s grass, as he hiked up his cargo pants to his waistline that was covered by his wrinkled polo.
Travis rang the doorbell and one of the kids came bolting to the door. “Mom, carpet cleaner’s here!” she shouted. “Okay, let him in. I’ll be there in a second!” Anne’s distracted voice replied from upstairs.
Taking that as his invitation, Travis walked past the entryway with his white Nikes still on.
A scattering of crumbs, the occasional juice stain, and random urine spots stood out like a sore thumb on the plush strands of the carpet.
Travis reckoned that this was easily the messiest room of Anne’s house. If he spent too long cleaning the living room, he would be even later to his 10:30 AM appointment than he was already going to be.
Travis anxiously swore under his breath doing some quick math in his head. If he spent 15 minutes on this room, he should be able to make it to his next appointment on time. He walked out to his truck to get his equipment.
Oil pattered steadily onto the driveway, blackening the concrete underneath his van with little droplets. A grimace formed on Travis’s face. It was only 9:20 and already this? He hoped that Anne wouldn’t notice the grease stains on the driveway—he was a cleaner after all!
With his equipment unloaded, he trekked his way across Anne’s lawn and walked back inside.
The chords from Aeromsith’s Crazy blared from Travis’s AirPods, drowning out the hum of his machine as he moved it methodically across the floor, scrubbing the pre-spray solution from carpet that still bore the crumbs that he hadn’t removed.
An initial dry-vacuum would have been more effective at cleaning up the mess, but in the time-crunch, this would have to do.
Travis stared absentmindedly, his attention drifting back and forth from the room he was cleaning to the thought of the movie that he was taking his family to that night. He set his air dryer up and moved on to the next room.
45 minutes later he was done with the appointment, and he went to go tell Anne.
“I got all four rooms that we had talked about. There was a couple of urine stains here and there, and some spills, but nothing too difficult.”
“Thank you!” Anne replied, glancing up from the glow of her work computer. “Is there anything that I need to know before you head out?”
“Nah, just make sure to let the carpets finish drying. Don’t let the kids or dogs play on them before they are fully dry,” he added.
Anne paid Travis and he took off. He figured that she already had his card, so he didn’t bother to leave another one—he was going to be late.
Missed Opportunities
This story is fictional, but Travis’s experiences might sound similar to something that you’ve heard or experienced in the cleaning business.
If they do, you aren’t alone.
As a cleaner, you are probably unaware of the little things that you do on a daily basis that make a big impact on your job and how you conduct yourself as a professional.
The longer you’ve been in the business you come to realize that it’s the small differences that truly set you apart. If your approach to running your business is the same as Travis Denton you are marketing yourself in negative ways that are detrimental to your future growth and opportunities.
As you understand what makes you unique you will be able to effectively communicate the value of the services that you offer to your customers.
To help you do this, I’ve interviewed Mike Bagnall, a major player in the cleaning world with decades of experience, so that he could teach you how he learned to identify and set himself apart to his customer base.
Mike Bagnall teaches you how to Differentiate Your Business
Mike Bagnall, the owner of Bagnall Services is a well-known carpet cleaner in the Denver metro area that has more than 30 years of experience running his cleaning business. His extensive list of customers ranges from upper-class to famous people. After starting out as a salesman for another company, he soon figured out that he had a knack for talking to upscale customers.
In the first couple of years of running his business, Bagnall honed in on the trust he was able to instill in these well-to-do customers. He took the time to get to know their needs and asked them questions that made him stand out. Once he identified this group of customers, he learned to develop a strategy that enabled his business to grow significantly.
“I do service all sorts of people, and I do service commercial accounts but my bread and butter is the upscale customer—exclusive neighborhoods, people with upscale furnishings. That’s really where we’ve built our business,” Bagnall says.
Relationship building is the most significant factor for Bagnall when it comes to building rapport with his customers, and he knows that there is no quick substitute for the social interactions that he emphasizes.
As Bagnall started to grow his business he focused on selling his service by being a dependable guy that people could count on to get the job done.
“I was able to talk to them—I’m a big communicator. I understood what they wanted because they had lots of questions. I determined that the best way to sell to those people is personal sales—I don’t do things over the phone. I make the trip out to their house and I go through everything with them,” Bagnall explains, detailing his thorough approach to developing a relationship.
Bagnall has set up his own process that enables him to close deals.
A customer will call into the office and his office staff will get to know them and establish a relationship over the phone. The office staff then has the customer pick a date for an appointment where Bagnall gets to go out and meet them personally.
This is a step that is significant for Bagnall when it comes to closing his sales.
“I ask a lot of questions about [customers’] needs. I go out there to see what it is that needs to be done. All of my men, including me, are highly skilled at cleaning delicate textiles and things like that, so I pre-identify all of these things before going out to the job. I go out there myself and I figure out what needs to be done, what methods to consider, and what to look out for. I explain things in detail to people and develop a relationship with them.”
Bagnall also talks about the unique features and benefits that he offers to customers that sets him apart such as using 3M Scotchgard as a fabric protectant, the process that he uses for cleaning unique upholstery, and how the carpet dries quickly. He also helps his customers understand the level of professionalism that they will be getting.
"We always try to send out the same technician that has been to the customer's house on previous cleanings. The customer recognizes the technician's face and they are comfortable and put at ease by that. The technician is familiar with the lay of the house and the customer's specific problems and can do a better job of giving excellent service to the customer," Bagnall explains.
If there are ever any problems after the cleaning, I schedule a return visit right away to correct the problem or make any type of adjustment that is necessary to make the customer happy."
By explaining these things at the customer’s house, Bagnall goes out of his way to give the customer the firsthand chance to experience that he is a distinguished expert that gives a detailed explanation about everything that he is going to do. This convinces Bagnall’s customers that they should hire his company to clean their homes. At the end of his consultations, he is usually able to close a sale.
Bagnall has had years to develop his approach to set himself apart to his customers, and the fruits of Bagnall’s hard work are a result of his dedication. Bagnall has had lifelong customers.
Commit yourself to be like Mike Bagnall
You will need to be committed to marketing yourself with the level of attention and professionalism that Mike Bagnall did.
Today’s consumers are saturated with options, and just like him, you will need to learn what it is that you can use to differentiate yourself. It is important to focus on something that you can leverage to set yourself apart in order to stand out and get the attention of your potential customers.
If you are having problems knowing how to set yourself apart, Bagnall recommends that you do your homework. For example, if you are servicing commercial customers you can do some research on the account. This alone can set you apart as a cleaner that understands their customer.
“It’s a good idea to read a variety of books and publications and to know what’s going on in the news. Read the news. This will help you to increase your vocabulary, and you’re going to be able to talk to people about what’s going on in the world and what’s going on in their lives. Those things will help you sell. It’s good to learn about your customer if you can,” Bagnall explained.
“Listen carefully to your customer. They will often tell you about their life. Be observant of the things they are interested in such as music, gardening, their pets, religious affiliations, etc. The more you know the better you can sell a cleaning job that will meet their needs.”
“Commercial customers are easier to learn about than ‘Bob Smith’ that lives in Cherry Hills Village. You can get a lot of good information, and when you go in on a sales call you can let them know that you know something about their business. It’s going to help you sell the account a lot easier.
Examples of how other Target Markets Differentiate Themselves
Similar to what Mike Bagnall’s company did, many of your favorite brands provide memorable experiences that set them apart from their competitors.
Think of the last time that you visited Burger King and Chick-Fil-A. It’s likely that the person who took your order at Burger King might not have paid as much attention to you when you ordered that Whopper (sorry to all of the hardcore Burger King fans out there), whereas at Chick-Fil-A you received a friendly smile followed with the words, “My Pleasure!” when you were handed your waffle fries.
The amount of attention employees give to customer service at these fast-food restaurants makes a world of difference in the experience that you have. Both places sell chicken sandwiches and milkshakes at reasonable prices, but Chick-Fil-A is well known in the industry for providing a standout customer interaction that is truly memorable.
The same marketing strategy can be applied to your business. If your approach is similar to that of Travis’s in the story, you have a lot left to be desired in regards to marketing.
Put it into practice: Differentiate Yourself with Our Free Guide
In our fictional example, there were many things that Travis Denton could have done to set his business apart. During the appointment, he could have stood out to the customer by being on time, being friendly, being professional, demonstrating knowledge, or any number of other things that we will discuss.
Now that we have given plenty of examples of what you can do to differentiate your business, we are going to teach you how to market your business the same way.
I have created this free downloadable guide for you so that you can do a self-inventory to assess the strengths of what it is that you have to offer. The best part about it is that you don’t have to fill this out alone.
I’m going to walk you through the process of identifying these elements in your business. But first, make SURE to download the guide! The most important thing that you can do if you want to get results is to be as honest and detailed as possible when answering the questions.
The more direct you are, the easier it will be able to implement the changes that you identify later.
Once you have downloaded the guide, follow along below for my example of how to fill it out.
If I were Travis Denton, here’s how I would answer the Self-Inventory
- Who are the customers that usually use my service?
As Travis, I would take out my schedule and look at the customers that I have serviced over the last 90 days. This would help to jog my memory about the jobs that I have been at. It would also reveal patterns about what type of customer is typically using my service.
My customers fit into a variety of demographics, but for the most part, they are either single or working professionals in their 30s and 40s with a couple of kids and pets.
- What are the demographics of my favorite customers (i.e. the type of customer you want more business from)?
As I look through my appointment calendar for the last 90 days, a flood of memories rushes over me. I reflect on lots of families that didn’t clean up toys, older customers that asked a lot of questions, and customers that would stand over me and watch my work during every part of the appointment.
I know that I’m good at what I do, although as an introvert, it’s hard to talk to customers with the social anxiety that I feel.
However, I have noticed that parents that are busy working or taking care of their kids like how I make minimum chitchat while also having the assurance that they have a professional in their house. I show that I’m a professional by the way that I look, dress, and smell.
I ask them relevant questions about things that I notice around the house in order to build a relationship with them. I also talk about the neighbors that I service in the area to help build my credibility with them.
- For customers that do repeat business with me, what compliments do I receive frequently (include online reviews)?
As Travis, the first thing that comes to mind is that I frequently do a good job of thoroughly dry-vacuuming before cleaning the carpet. Looking on Facebook and Google, many customers also let me know that they were pleased with how I offer free retreatment of any urine spots that I accidentally missed.
I also mentioned above that customers like how I make it easy for them to concentrate on what they are doing, while I work professionally and efficiently in the background.
- What services or ways of doing business set me apart from my competition?
I had already mentioned my service guarantee above. In the area where I live, there aren’t a lot of other small carpet cleaners that offer this because they are worried about the potential number of callbacks that can book up their calendars. I know that customers like this feature of my business and that it gives them peace of mind that the job will get done right.
My customers also like how I am almost always on time for my appointments. They mentioned to me that they have been frequently disappointed in the past by cleaners who have shown up more than 20 minutes to a half-hour late. I can almost always show up at the exact time that I tell my client, helping to establish trust and professionalism.
- What can I easily do better than my competition (unfair advantages)?
My customer base lives fairly close together making it easy to show up on time.
The fact my customers live within a close distance to each other also means that I am not losing out on other appointments if I have to go back to re-service a house. This makes it easy for me to guarantee my work. I can also throw in extra benefits for free like pre-vacuuming because I don’t have to spend as much time driving to appointments. Customers like this and it helps me go the extra mile.
- What marketing has been most successful in the past (both the channel and message)?
As Travis, I know that I haven’t spent as much effort on marketing as I should (we will cover crafting a marketing message in the next post with some good advice from Mike Bagnall). I have posted occasional status updates on my Facebook business page, but I am inconsistent with this.
It’s worked the best for me to ask for referrals from friends and family members. When I do a good job at these customer’s houses they will usually be more than happy to refer me to even more clients that I can work with. This allows me to build business in a close-knit area and stay competitive in other areas of my business that I identified above.
When I do a good job at a client’s home, I tell them to leave me a review on Google, and because of this my average rating is fairly high. My online reviews have led to the acquisition of new customers, who are excited about what they have read.
Who is my Target Customer?
Now that I have answered the questions above, I can use the data from the answers to create a profile of Travis’s target customer.
Travis’s average customer is a single or working professional in their 30s and 40s with a couple of kids and pets who values professionalism and punctuality. They value the convenience of having their carpet cleaned while they work from home and are happy to give referrals and good reviews for a job well done.
Now Travis can focus on doing the things that that will get him new business, and retain existing business. These are things such as dressing professionally, pre-vacuuming, becoming an expert on treating urine, etc.
Go ahead and do the same! Take the data above and write down a picture of your target customer. This is the person that you will be marketing your services to in the future. As you do this and follow the guide you will develop a brand for yourself—this is what makes you different.
Reflect, Brainstorm and Implement!
The purpose of using Travis above as an example was to show that there are many different ways to think about how to market your business. As you were filling out the template you probably realized that there were multiple things that stand out about your business that you hadn’t previously thought of.
The steps in the guide that I provided are not difficult or expensive to take, but they do require open-mindedness and dedication. Work with these ideas. It might take a little bit of time to understand what they mean for your customers, but if you stick with them you will receive additional insight about where you need to focus your energy.
As you continue to implement this guide into your daily business practices, you will have a clearer sense of the value that you offer to your customers. You will then be able to start developing a strategy that will attract new customers that are eager to buy from you.
In my next post, I’ll discuss how to create powerful marketing messages with the outcome of growing the customer base that you have already identified.
To read the first post in this series click here: https://blog.aramsco.com/take-immediate-steps-to-increase-your-revenue-by-thousands-identifying-your-customers-through-target-marketing
Have questions about what you read? You can send us an email at marketing@aramsco.com.
Mike Bagnall has also offered his help and support with any questions. You can contact him at: info@bagnallservices.com We’d love to discuss your challenges and opportunities!
Like what you read? Help somebody else in the industry by sharing this article on social media below.