Jeremiah
A slogan is just that. Customers are looking for results and action. Everyone says they are great show them.
This is carpet cleaning. We sell a product that is more of a commodity. We don't sell I-pads.
There are 6 things that will set you apart in the beginning from the 200 or so guys who probably call themselves carpet cleaners in your area.
I am coaching a guy from TN and he has a competitor in his area that when you Google him his rap sheet comes up. This is sometimes who is in our industry.
I have never focused on USP. Some would say I have one but I focus on great service for a fair price. We do what we say we will do period! I hate all the theory talk.
Here are the six things I would focus on in the beginning.
1. Show up clean cut short hair, no ink, no fishing tackle on your face, no baseball caps and dressed sharp in a full uniform. A polo with your logo on it, khaki pants and clean shoes. Shorts are ok in the summer months in my opinion. Dress khaki shorts no denim or athletic. WEAR A BELT AND TUCK IN YOUR SHIRT!
2. Answer your phone right away. Price over the phone to make it simple for the customer. Stanley Steamer does this and they became the largest company in the nation. When you show up to clean don't be all about up selling be all about service.
3. Stand behind your work in print and action. If you had a USP it might fall in here. A guy named Howard Partridge might have sewn up the best one here " To provide you with the most outstanding service experience ever!
4. Show up in a clean truck lettered up simple and clean. Look at the national franchise companies they have it figured out.
5. Have a selling system you go through with your service call. Plan for what will be happening. Here is a link to an article that might help you. Always ask for referrals if you have earned the right with great service.
http://www.cleanfax.com/articles/104570-set-your-technicians-up-for-success
6. Track the results of everything you do. Know what works from solid data. Do not just guess or say I feel this works. I use
service monster for this.
We have used door hangers with limited success in our area. We are in the process of using a mailer doing the same thing. This of course costs.
We have done newspaper slot drops in select neighborhoods with limited results. 3 years ago I paid a girl to do this all summer. We broke even.
I would focus on asking for referrals from each of your customers. Did I say ask for referrals?
If you are in a small geography Can you own the internet? Many times you can really win here for cheap.
I love commercial work. I would make up a $50 gift card and go into large offices and ask to leave a stack. Doctors offices, dentists, insurance. You might while doing this have the opportunity to quote some commercial work. Do this in a shirt and tie. Again don't look like somebody's home boy, look like a professional.
Focus on Quality, Service and Price in that order. You want to set you price at start up slightly below where your top competitors are.
Do you know their pricing structure?
People are going to jump in here and say you must know your cost and don't set your price based on the market. I would disagree you have to know what the market will bear in your area.
You are trying to gain some market share so pricing is important if you intend to enter the market. Under cutting all the prices you see in print from your competitors is not a pricing plan. You must know what they are charging and why.
If I had it to do again I would hire the top 5 companies to come clean 3 rooms in my house. What you could learn in 2-3 weeks.
Do you know who the top 5 companies are in your area?
What are they doing to advertise?
How are they pricing?
What does their service system look like?
What do their employees and trucks look like?
What does their promotional materials look like?
How do they invoice?
If you have answers to those questions it should give you some idea of what works in your area.
