Get filed…to get hired. It’s an insider tip that still works even in today’s online world.
Specifically, you want to get your company info. i.e. sales letter, brochures etc. into your prospect’s hands and then into their file – the one they keep in their office about cleaning.
Oh, and I’m not talking about sneaking into their office in the middle of the night to do it. (Hint; sending a great direct response sales letter by mail will do just fine… more about that later.)
So why is it so useful to get in to their file anyway?
Well, over the years, we’ve discovered something very interesting about the person in charge of hiring the cleaning company.
It doesn’t seem to matter if it’s an office manager, maintenance supervisor, facilities manager or President of the company…even in a world of online ‘search’ – many of them still
keep a physical file in their office labeled CLEANING or JANITORIAL SERVICE.
But why in the world would we want to have our company info just sitting in an old fashioned file drawer gathering dust?
Simple.
Because it’s THAT file many of them pull out when they get ready to change contractors.
And it is THAT file where they put the brochures, business cards and sales letters of the cleaning companies they will choose from.
But don’t we want to get hired now, not later?
Sure, we all love it when we send a sales letter, or make a call, and almost immediately get an interested prospect.
It sometimes happens. And when it does, it’s great!
But our experience is many times, maybe… 9 out of 10 times a prospect isn’t ready to change services right away. They may want to in the future, maybe even soon, but not just yet.
So, we want them to remember us, and think of us, as the next company they will turn to when that time comes. (NEXT? Sound familiar?)
Getting our company in their mind, and in that file, is one great way to do just that!
You Can Do This, You Really Can!
Dan
Comments
CleanGuru
2023-08-31 06:46:46
Hi Camelia, Dan wrote a book sharing the marketing, selling and profit strategies he and his business partner Tony used to grow their cleaning company. In it, he talks about how to create powerful marketing for cleaning businesses, like the 'file letter' you mentioned. I emailed you a link to get a free PDF version of Dan's book - Discover the Guru in You. Hope you find one or more ideas you feel can help grow your cleaning business. Matt CleanGuru Support For example, here are some ideas which are described in the book: Marketing: 1. Decide on who you want to clean. Rather than a broad, shotgun approach, we suggest cleaning businesses target a certain niched type of building or customer ( i.e. medical, professional offices that need 3-5 times/week cleaning that can be performed after 5 PM.) 2. Once you determine who you want to clean, we suggest you build a list of companies that meet that criteria. There are many ways to do this. For example, at times, we used an online business list service to prepare a target list. 3. Next, you can call each location to determine the name of the person or persons responsible for hiring the cleaning service at the buildings on your list. We term these S.M.A.R.T calls and recommend them for identifying decision makers at the place you want to clean. 4. Then, we recommend you begin to send a series of powerful direct-response marketing pieces to the attention of the decision maker (the person in charge of hiring the cleaning service) at the businesses on your targeted list, following a preset schedule. 5. In addition, we recommend creating important differences in your cleaning business that set you apart from your competition. We call Measurable Guarantees of Performance or MGPs and the proper formatting of the necessary elements of actual marketing piece are some of the most important, yet challenging, parts of the process. Yet, they are the essential, compelling messages that should be highlighted in the marketing pieces described in #4 above. We worked hard to make sure our marketing message was much more compelling than 'We're bonded, licensed and insured' and recommend you do the same. As you can imagine, there is a great deal that goes into effectively implementing the steps and strategies above, but I hope you find the information I provided above useful and valuable
camelia
2023-08-29 17:26:19
I need that file letter for my business too.
Kimberly Nash
2022-03-08 15:48:38
Need more knowledge and ebooks about commercial cleaning services,crime scene cleaning, Office Cleaning,and medical facilities,
CleanGuru
2021-09-20 08:25:12
Thanks, glad to hear you found the video helpful. Wishing you much success, Dan
NextOneJanitorial - Farrell L Taylor; Operations Manager
2021-09-18 16:52:07
Thank you Dan, this was very helpful. I really appreciate the personal touch.
CleanGuru
2021-03-16 10:54:31
Anthony, thanks, appreciate your comments. Wishing you all the best! Dan
ANTHONY Collins
2021-03-09 18:49:34
Now that's an excellent idea. I'll try that in the near future, your right being in that old dusty file cabinet gives you an advantage 😉.