Do you ever wonder why your marketing efforts seem average at best? Do you spend time making calls, sending emails, and delivering brochures only to be met with disinterest? Have you spent thousands on telemarketing companies or marketing gurus only to see little return? Are you convinced that selling is purely a numbers and luck game? If you answered yes, then you are asking the wrong question.
The key question in marketing is not “What do I do?” Rather, it is “Who do I serve.” Most business owners are proud of the service they deliver to their clients. They spend years perfecting their hiring processes, their customer retention methods, and their quality control procedures. They may offer the highest quality service in the market. But being the best will not help you win the marketing game. In fact, the prospect doesn’t really care about all of your fancy programs and processes. They care about themselves and their needs.
See below if you'd like to obtain some examples of the marketing material we use at my company.
As sales and marketing professionals in the BSC industry, the one ego smashing reality we must accept is that most customers don’t really care about the cleaning. They really don’t! Sure, they want a clean building and no complaints, but they are not genuinely interested in the cleaning program itself.
However, what is the #1 thing we try to do to get their attention? We tell them how great we are and how awesome our people and processes are. To attract the genuine attention of your prospect, you need to reorient the conversation, making it about the needs and desires of the client. How do they currently feel? How do they want to feel? What outcome are they looking for? What is their ultimate goal in having a cleaning company?
The 5 Why’s Challenge
Let me leave you with this challenge. Go and meet with four or five of your largest and best clients and ask them the series of questions below. However, don’t just accept their first answer. Ask “why” five times. With each answer, ask “why” to dig deeper. Then do it again with their next answer until you feel convinced that you have gotten to the real root of their answer. Here are the questions to ask:
What are you looking for in a janitorial contractor?
Why did you choose our company?
What are the things that you spend most of your time on?
What are the things that you spend most of your emotional energy on?
How do you feel when the janitorial service is going really well?
How do you feel when there are issues with the service?
Once you get these answers, you will be in a much better position to begin a truly effective marketing program.
Free Marketing Material Samples
Ok, so if you would like to see some samples of how we are reorienting the marketing process at my company, Frantz Building Services, let me encourage you to sign up for a free trial of the Elite BSC Mastermind Group. We have over 40 BSC owners from around the country involved in the group and we'd love to give you a chance to test pilot. I'll be sharing several marketing pieces in the group for you to check out.
Click the link below if you'd like to learn more about the 30 day, risk free trial.