101 Ways to Advertise, Promote and Sell a Carpet Cleaning Service is intended to be used as a guide to help in your efforts to establish a comprehensive and coordinated marketing plan for your specific business and has been directed toward specifically promoting carpet cleaning and related services. This “guide” provides over 100 ways and means to help you select the proper components that you wish to use to promote your services to the specific “target” customer market that you have chosen to gear your marketing program toward.
Without a comprehensive and coordinated marketing plan, which must be updated and revised from time to time as you determine what is working the best for your company and what is not working well for you, all of your advertising will be “hit and miss” and will not provide the desired results for your advertising dollars. And until you determine who your “target” market or customer is (that specific segment or segments of the market that you have determined to be the most loyal, in need of your services and be willing and able to fairly compensate you for your services as well as provide a steady, on-going customer base) you cannot develop a truly successful marketing plan for your company. You must first determine who your target market is and then devise a marketing plan that will consistently draw in that target market.
This guide simply lists and briefly explains a great many components of an overall marketing program that have been used by carpet cleaning services all over the world to acquire their “fair share” of the carpet cleaning market in the most competitive industry around. I sincerely hope that it will help you to gain the advantage over your competitors and acquire your “fair share” as well.
Tips #1 thru #10
- Telephone: First impressions are very important. Proper telephone etiquette and procedures are a must for maximizing job bookings. Prepare and practice sales scripts and introductory scripts and keep these scripts by the phone for quick reference.
- Image: The image you project to your customers will determine their confidence in you and your services. To increase your image as a professional in your customer’s eyes:
a. Be neat and well groomed;
b. Use professionally designed and printed work order / estimate forms and sales aids;
c. Company vehicle should be clean, rust/dent free and should be professionally lettered;
d. Present proposals with confidence and show that you are knowledgeable in your field, etc.
- Reliability: Do what you say you will do, when you say you’ll do it (i.e. show up on time for appointments, call back at time stated, etc.).
- Professionalism: Think of yourself as a professional and provide professional, quality work.
- Consumer education: Educate the consumer to the importance of having his/her furnishings professionally maintained on a regular basis and why he/she should choose your company to maintain his/her furnishings.
- Add-on sales: Unless you are going to clean all the furnishings in the customer’s home and apply protection treatments, deodorizers and disinfectants to it all, you have the opportunity to sell additional services to the customer, but you must ask for the additional sales, prepare a sales script for all add-on services you provide and practice them until you are comfortable using them.
d. Anti-static treatments
e. Additional rooms of carpeting
f. Upholstery cleaning
g. Drapery cleaning
h. Scotchgard Fabric Protector
i. Wall cleaning
j. Ceiling cleaning
k. Hard-Surface floor cleaning
l. Tile & Grout cleaning
m. Window cleaning
n. Carpet rakes
o. Spot removers
p. Resale deodorizers
q. Residential contracts
- Something for nothing: Clean a throw rug or area rug (of your choice) and write no charge on the bill. A great way to build customer goodwill.
- Sales through accessibility can be gained by:
a. Having an “800” number to save customers a toll call;
b. Accepting major credit cards;
c. Having a secretary answer the phone rather than an answering machine;
d. Offering weekend and evening working hours;
e. Operating from an office with easy accessibility rather than from home;
f. Using a cellular phone in vehicle to answer calls personally;
g. Offering easy payment plans for larger jobs (Obtain all necessary signatures and specify date balance is due).
- Personal thank you’s: Show the customer that you appreciate his/her business. It’s easy, it’s free and it’s very effective.
- Follow-up calls: Call each customer the day after the cleaning job and ask her if she is satisfied with your service. If she is satisfied she will realize that you care about keeping her business. If she is dissatisfied with the service, this will give you the opportunity to correct any problems before she has a chance to spread the word about her dissatisfaction to her friends and neighbors. Handled properly, customer complaints can lead to lifelong loyal customers.
Kleen Kuip Supply Mart Inc.
New and Used Professional Carpet Cleaning and Restoration Equipment