How would you build word of mouth for a brand-new carpet-cleaning business?

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Permalink Reply by Mark Riffey on April 28, 2008 at 9:39am

Do you have anything in place to create a regular program of return visits? How often do you typically go back to each customer? How often *should* you be going back? A membership style program would help those numbers get closer together.

That ideal customer profile is going to be critical - especially when you look at who is seeing your current marketing.

Reiterate my suggestion to chase down Joe Polish's carpet stuff.

Mark

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Permalink Reply by Joe on April 28, 2008 at 4:14pm

Great idea Mark! I hope to do some Joe Polish reading within the next couple of weeks. I am currently reading a book by Dale Carnegie.

Thank you again!
Joe

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Permalink Reply by Joe on April 2, 2009 at 5:57am

Mark, we are using the Joe Polish maintenance program idea's.

Thanks for the tip's!

Joe

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Permalink Reply by Brad Bentz on May 7, 2008 at 10:30am

Joe,

I used to clean carpets years ago when I helped my dad start a business. We focused on fire and water damage restoration, but we also offered carpet cleaning as a way to keep our crews occupied between insurance jobs.

I absolutely agree with the SWOMies who have recommended starting by finding the ideal customers to target and by perfecting your service. Without great service, you won't get referrals or repeat business. The specific marketing tactics should follow once you've nailed the first two.

The bad news, as others have already pointed out, is that carpet cleaning is a commodity business. The good news is that most of your competitors offer lousy service and misleading pricing. (Not surprising, given the intense price competition.) Often, you get quoted a low price only to find out that this doesn't include more than x rooms, moving furniture around, etc. The final bill is usually a lot higher than originally quoted, which makes a lot of home owners angry. So, I expect you will find a lot of customers who are willing to switch to your service.

Here are a few observations/suggestions for you to consider:

* What does your ideal customer look like? Is it a homeowner? A business? What geographic area or socioeconomic group are you targeting? What do they value most? Rock-bottom prices, clean carpets, convenience (evening/weekend service), eco-friendly products, something else? Most important: which customers will you choose NOT to serve? It's paradoxical, but in my opinion it's necessary to turn away customers who are a poor fit for you in order to grow your business. The 80/20 Rule applies here: 20% of your customers are probably responsible for 80% of your profits. If you don't "fire" your bad customers, you waste time and resources serving people who don't genuinely value what you have to offer. Don't try to be all things to all people.

* Think about the ingrained ways of doing business that your competitors take for granted, particularly those that rub customers the wrong way. I already mentioned the way prices are quoted, but I'm sure you can think of others. See if you can change the "rules of the game." As they say, "sacred cows make the best hamburger!"

* Constantly strive to improve your service, measure results, and hold your employees accountable. You might call each customer several days afterwards to inquire about their experience or send them a feedback card. Let them know that you sincerely value their input. I doubt many of your competitors will go the extra mile.

* If it's difficult or expensive to acquire new customers, make sure you hold onto your best ones. Repeat customers are not only a great source of referrals, they are often the most profitable. Ask them what they like most about your service. Mail them tips to keep their carpets in great shape and remind them when it's time for another cleaning.

* Look for ways to cross-promote your business with other service providers. Team up with a carpet installer, house cleaner, lawn care service, etc. Create bundled offers that include your service. For example, a carpet installer could include 12 months of carpet cleaning as part of the package. It makes their offering more appealing and gives you a built-in base of customers.

* Try to make carpet cleaning about something greater than just, well, clean carpets. Maybe it's part of "turning the home into a relaxing oasis" or "promoting health by reducing allergens (dust, pollen, pet hair, etc.)." Tap into the emotional issues that drive customer behavior. This can lead you to opportunities to sell other value-added products or services. For example, a mother who is concerned about her child's asthma might also need HEPA filters installed or want dust-proof pillow and mattress covers.

I hope this helps,

Brad

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Permalink Reply by Joe on May 9, 2008 at 6:27am

Wow Brad! Great feedback. Thank you so much!
Joe

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Permalink Reply by Derek Schoen on May 19, 2008 at 6:38pm

Also, it is a great idea to send a release to your local paper offering yourself as an expert. Papers will always do spring cleaning or pet cleaning or house-hold business stories. If they have your name on file you might be able to get your business into print which is always a great push.

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Permalink Reply by Joe on May 19, 2008 at 6:54pm

Do you think I should try this in an ad?

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Permalink Reply by Derek Schoen on May 19, 2008 at 7:09pm

Honestly no.

Editorial has so much more effect than ad space. Anyone can buy an ad, but if they use you in a story than you have much more credibility. In my line of work editorial is worth at least 4x more than ad space. I am in PR so I may be biased, but I think if you send them a little press release about the services you are offering for summer cleaning and how you are different they will pick it up and run with it.

Just remember, when sending something to the media make sure there is an element of news in it. Something they will be interested in telling their readers about.

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Permalink Reply by Joe on May 19, 2008 at 7:34pm

Cool, I would be honored if you would proof read it for me once complete. Would you?

Joe

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Permalink Reply by Derek Schoen on May 19, 2008 at 8:47pm

Sure!

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Permalink Reply by MUTEMBEI PAUL on January 9, 2009 at 6:22am

HAVE A LIST OF FRIENDS,RELATIVES,NEIGHBOURS AND TALK TO THEM ABOUT WHST YOU DO. ATTRACTIVE EMPLOYEES,ATTRACT POTENTIAL CLIENTS WITH A TOP OF THE CLASS SERVICE.

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Permalink Reply by mike swinson on March 18, 2009 at 4:34pm

Joe,

First let me say congrats on starting your own business. Now let me say this..... the best way to really build your business is FIXED PRICING! What do I mean by that? Well.... IGNORE what the vast majority of cleaners are going to tell you to do....IE..."Price by the square foot... get as much out of your customer as you can....upsell as much as possible....yadda yadda" DO NOT LISTEN TO THAT! I'm not going to say that pricing by the square foot is a bad thing but you have to keep it simple for your customer. Don't nickle and Dime your customer for things that should be included with a normal cleaning. Don't you call a cleaner to get that spot out of the carpet anyway? Isnt that their job? Then why should you have to pay extra for them to do their job? Or charging extra for pre spraying. Doing things like that is what makes the customer angry and they feel cheated. That's like buying a car and having to pay extra for the windshield and tires! Go with a fixed price with everything included. We base our price on either one story or two story. It's $135 for a single level and $199 for a two story no matter how many rooms they have. That includes halls, steps, stairs, closets....EVERY carpeted area in the home! It's all about giving the customer great value and exceptional service. They have been nickled and dimed to death for so long by those advertising a low price then gouging them on the other things. ONE FLAT RATE is all they pay for EVERYTHING they might need! Of course not all stains will come out but we make every effort to get them out. We also use a Rotovac which is like a miracle worker on filthy carpet.

Anyway... there are many many cleaners who laughed at me when I started my business and the fixed pricing. However...the vast majority of them now are either out of business, struggling for work or working for someone else. Not all of them but a lot of them. The fixed pricing WORKS!! Don't believe me then what think about this commercial..."$5...$5...$5 footlong!" Subway has been selling the hell out of sandwiches because they use a fixed pricing. They finally wised up. It's not they take a loss on any of them either. In fact it's the biggest money making campaign they have ever had! Customers want things simple! Make some flyers up advertising your fixed price and contact the local newspaper. Have them insert them into certain zones you want to target. Do this at least once a week (in the same zone) for about 3 weeks...after that you will more than likely have more business than you can handle. I know fixed pricing works and works GREAT for small business. I went from being just a one man operation to 12 employees...all on fixed pricing! The nay sayers can laugh all they want but while they are looking for that "Big Fish" to charge 50 cents a square foot to...I'm cleaning the heck out of their neighbors carpet for a fraction of the price and making a good profit in the process. Laugh all they want but last year my company cleared $900,000 after expenses with virtually little or no "off season. Now who's laughing? ME... all the way to the bank! GOOD LUCK and let me know if I can ever help you. Have a blessed day!

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