Sammy Brinkley

The commercial cleaning and maintenance industry is competitive, and it can be challenging to stand out from other building services contractors (BSCs). Whether you’re just starting in this industry or are a seasoned veteran, a targeted approach can help you gain more clients. Build a relationship-driven business model Building relationships is pivotal in BSC sales, as it fosters trust and loyalty, leading to repeat business and positive word-of-mouth referrals. To establish strong client relationships, become a trusted advisor by sharing valuable industry knowledge and advice. Demonstrate your expertise and willingness to help, positioning yourself as a reliable resource. Shift your focus from one-time transactions to building long-term partnerships and exceed client expectations by going the extra mile. This could involve providing additional services and flexible scheduling, or simply following up with your customers after service is completed to ensure their satisfaction. By consistently delivering exceptional service, you create brand advocates who enthusiastically recommend your business to others, driving your sales growth. Focus on the right customers Achieving optimal sales and sustained growth hinges on one fundamental principle: targeting the right clients. This goal entails a comprehensive approach that includes identifying your ideal client, meticulously researching your competitors, and strategically focusing on specific industries. Understanding your ideal client forms the cornerstone of this approach. It involves carefully defining the traits and requirements of the clients that best align with your expertise and capabilities. Concurrent with understanding your ideal client, thoroughly researching your competitors is paramount to gaining a profound understanding of the market landscape. This task entails analyzing their service offerings, pricing strategies, and marketing tactics. Strategic targeting of specific industries further enhances your chances of success. By concentrating your efforts on industries that harmoniously align with your expertise and resources, you can carve out a niche and establish yourself as a specialized provider. Learn to bid for business When bidding for business, it’s essential to thoroughly understand the scope of the work involved. Prior to bidding a job, you need to carefully review the client's specifications along with any blueprints or plans they provide, and visit the site to assess the requirements firsthand. Calculate your costs accurately to ensuring profitability. Consider various factors such as labor costs, equipment, transportation, and additional expenses. It’s critical to balance competitiveness and profitability by setting prices that cover your costs while remaining competitive. A professionally presented bid will make a positive impression on potential clients. Create a well-structured and visually appealing proposal that outlines your services, pricing, terms, and conditions. Provide references and testimonials from satisfied clients to further enhance the credibility of your bid. Create a marketing funnel for new clients You need a steady stream of leads for sustained growth in sales. To achieve this, create a well-defined marketing funnel that attracts, captures, and nurtures potential clients. Start by identifying your target audience. Who are the businesses most likely to require your services? Define their demographics, pain points, and preferences to tailor your marketing efforts accordingly. Once you know who you're targeting, you can create a valuable offer that entices them to provide their contact information. This could be a free consultation or a special discount. Next, set up a dedicated landing page for your offer. Ensure the page is optimized for search engines and provides a clear call to action, such as a form to capture the visitor's name, email address, and phone number. To nurture your leads effectively, implement an email marketing campaign that provides valuable content, industry insights, and special promotions. Segment your leads based on their interests and behaviors to deliver personalized and relevant messages. Leverage social media platforms to connect with potential clients and establish your brand as a thought leader in the industry. Share tips, success stories, and behind-the-scenes glimpses of your business. Encourage engagement through contests, polls, and interactive posts. Counter the dreaded objection Potential clients may raise various concerns or objections, but you can effectively address them with the right approach. Begin by actively listening to the client's objections. Demonstrate empathy and understanding by acknowledging their concerns and showing that you value their input. Once you fully comprehend their perspective, you can address their concerns directly. When responding to objections, be confident and knowledgeable about your services. Provide clear and concise explanations that address the client's specific issues. If possible, offer solutions or alternatives that alleviate their worries. For instance, if a client expresses concerns about the cost of your services, you might suggest a customized plan that meets their budget or highlight the value-added benefits of your services. Remember that objections are often opportunities for deeper conversations with potential clients. Stand by your customer service Surpassing customer expectations is the hallmark of exceptional customer service. Achieve this by consistently going the extra mile, whether it's through meticulous attention to detail, personalized service touches, or innovative solutions. Building solid client relationships is paramount and founded on trust, mutual respect, and open communication. Actively soliciting and incorporating customer feedback is an invaluable practice for continual improvement. It demonstrates your dedication to meeting and exceeding your clients’ evolving needs. By implementing these customer-centric strategies, you establish a reputation for excellence that sets your business apart in the competitive commercial cleaning and maintenance industry landscape. Standing out in the crowd takes courage, innovation, and a calculated strategy. After building a quality service, don’t hesitate to stand by it and shout it from the rooftops.

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Sammy Brinkley

Master Franchise Owner, Anago of the Triangle

Articles by Sammy Brinkley

A Targeted Approach to Stronger Sales for Your Commercial Cleaning Business

Business and Management

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