Words: Sammy Brinkley

The commercial cleaning and maintenance industry is competitive and it can be tough to stand out from other building services contractors (BSCs). Whether you’re just starting out in the 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 adviser 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-off transactions to building long-term partnerships and exceed client expectations by going the extra mile. This could involve providing additional services, flexible scheduling or simply following up with 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 key principle: targeting the right clients. This involves identifying your ideal client, meticulously researching your competitors and strategically focusing on specific industries.

Understanding your ideal client forms the cornerstone of this approach. Carefully define the traits and requirements of the clients that best align with your expertise and capabilities.

Thoroughly researching your competitors is also crucial for gaining a deeper understanding of the market. Analyse 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 align with your expertise and resources, you can carve out a niche and establish yourself as a specialised provider.

Learn to bid for business

When bidding for business, it’s essential to fully understand the scope of the work involved. Before bidding on a job, carefully review the client’s specifications along with any blueprints or plans they provide, and visit the site to assess the requirements firsthand.

Accurately calculate your costs to ensure profitability. Consider various factors such as labour costs, equipment, transport and additional expenses. It’s critical to strike a balance between competitiveness and profitability by setting prices that cover your costs while remaining competitive.

A professionally presented bid will leave a positive impression on potential clients. Create a well-structured and visually appealing proposal that outlines your services, pricing, terms and conditions. Include 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. Which businesses are 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, create a valuable offer that entices them to provide their contact information, such as a free consultation or a special discount.

Next, set up a dedicated landing page for your offer. Ensure the page is optimised for search engines and provides a clear call to action, like 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 behaviours to deliver personalised 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.

Start 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 example, if a client is concerned about the cost of your services, you might suggest a customised plan that meets their budget or highlight the added value of your services.

Remember that objections are often opportunities for deeper conversations with potential clients.

Stand by your customer service

Exceeding customer expectations is the hallmark of exceptional customer service. Achieve this by consistently going the extra mile, whether through meticulous attention to detail, personalised service or innovative solutions. Building strong client relationships is paramount and founded on trust, mutual respect and open communication.

Actively soliciting and incorporating customer feedback is invaluable for continual improvement. It shows 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.

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.

About the author:

Sammy Brinkley is the master franchise owner for Anago of the Triangle in Raleigh, North Carolina, part of the Anago Cleaning Systems brand supporting more than 1,800 franchises across the U.S. and Canada.

Photo by Pixabay on Pexels.