Niche Cleaning
Are you sick and tired of trying to serve everyone? Do you know who your ideal customer is? Have you been wanting to really drill down you business and do niche cleaning?
Today Mike coaches Derreck Smallwood of Sqeaky Kleen Washing on Niche Cleaning. Derreck has chosen Property managers as his specific target customer and wanted clarity on how to supercharge his marketing efforts.
First Mike shares a little wisdom from The Ultimate Selling Machine by Chet Holmes .
He explains what a dream 100 is, why it’s important to set aside time to figure out who they are and how it can help you to maximize your marketing dollars and save you thousands of wasted effort and money.
BONUS TIP: Instead of having so many customers doing everything you can, specialise in your ideal customer
Mike then explains how trying to attract everyone can crush your business. None of us have the budget to market to everyone so learn how to pick your niche cleaning business. A lot of cleaners will make the mistake of thinking more service mean more clients and that means more money but it can mean the very opposite.
Some of the benefits of fewer clients are:
Being able to spend more money per client per year Specializing your marketing efforts to just their specific pain Being the only one in your market to cater specifically to them
If you are like Derreck who has the doggedness and determination to show up at his prospects door every day until they say you’re hired or go away then listen for these great tips on how to supercharge your efforts:
Find their specific pain - This is key, you can’t really market effectively to your prospects without knowing what keeps them up at night. Here are some of the ways you can get this golden information: Take them out to lunch and ask them what drives them crazy about janitors/Customers Once you do several lunches you get a trend of exactly what their pain and passion is about Use those exact pain and passion words they use in your own marketing Join a trade association that they associate with- make your name and face known to them. Become a trusted resource not a salespersonBONUS TIP: Don't try to get into too many services - focus on your niche and position yourself as an expert by getting to know your clients on a deeper level than your competitors
Mike explains how niche cleaning can keep your customers happy because you know what is important to them.
It’s difficult if not impossible to have more than 1 niche. You can only do so much with the time and money you have, spreading yourself too thin can be a detriment to your business.
Lastly, Mike’s parting words are “Building relationships is key”
Finally Derreck lays some wisdom on us in the Lightning round
Gain focus and lay out your list of goals and work on succeeding at those goals Not following up is a big mistake Know your numbersFor more cleaning genius subscribe to our YouTube channel https://www.youtube.com/channel/UChxfA97D5XdOD4WWwHYrM
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