Sales letter response

Jeremy

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The sales letters I sent out & HAD ZERO RESPONSE TO are starting to pay off! I have an estimate Friday & an estimate Monday. :!: Hopefully a few more will trickle in!

I needed this. :!: :D
 

joey895

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How long ago did you send them out? How many did you send? Are these the first 2 responses? These went out to commercial I assume, if so 2 steady accounts would probably make your mailing successful.

PS Did you target them to a specific industry and if so what industry?
 

Jeremy

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The letters were specifically targeted to 3 industries assisted living, event/retreat halls, hotels and Schools. Sent out 2 weeks ago. Hopefully, they'll pan out. I think it will end up that I spent more time on the phone figuring EXCACTLY WHO to address it to, than actually cleaning. But I'll take what I can get. I think the extra leg work finding out who the decision maker is will make all the difference compared to blind/cold "To whom it may Concern" mailing. Time & testing will tell.
 
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Jeremy you have already done the quess work. In another week send a follow up letter. Tell them you will answer questions and concerns about the floor care they already use.

Brad
 

Jeremy

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You mean I have to write another letter? :? lol

I'll do that. Anyone want to share a good follow up pitch?
 

Jim Pemberton

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That extra work does help. Try this as well, its a technique that I learned from Chuck Violand.

Go through your business area and look for buildings with these characteristics:

Paved parking area
A sign on the building
Landscaping and shrubbery

(All say "I care about appearance")

Go in the building, and if the carpet is heavily soiled, leave. (If they let it look bad before they clean, they'll definately be "low bidder types" who expect too much.) If the carpet is clean, or nearly so, they probably pay to have it cleaned regularly, or its relatively new. And its unlikely to have been abused and full of residue.

Once you establish that they "qualify for you", approach the receptionist and ask for the name of the decision maker, not for a cold sales call,but just so you can mail "them" important information about carpet maintenance. (In a number of places, the "gatekeeper" actually makes the cleaning calls. Imagine a doctor or lawyer shopping for carpet cleanign). Because of the non-threatening approach, she'll either give you a chance to make a proposal to her, or give you the contacts name gladly.

Go back to the office/your home, and mail your information directly to the decision maker, and mention in the letter that you will call on a specific date.

When you call and the receptionist/gatekeeper answers, you'll know her name, mention the reason for the call, and your more likely to get through.

Once you get through, get an appointment to give them a proposal.

This is a bit more involved that direct mail, but you'll get a far higher percentage of interviews to a far better prospect list.

I hope this helps!
 

Jeremy

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Thanks Jim, that is great advice. Especially about looking at the outside before going in. I'm cold calling all day tommorow so I'll definitley be on the look out for neatly trimmed hedges! :D
 

joey895

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Go in the building, and if the carpet is heavily soiled, leave. (If they let it look bad before they clean, they'll definately be "low bidder types" who expect too much.) If the carpet is clean, or nearly so, they probably pay to have it cleaned regularly, or its relatively new. And its unlikely to have been abused and full of residue.

Maybe I have been approaching this all wrong. I have been looking for nasty carpet with the thought that either their current carpet cleaner sucks or if it hasn't been cleaned in a long time I can do a demo and show them the difference it makes because maybe they just don't realize how dirty it is.

Another question. If their carpet is clean and looks to be well maintained what benefit can it be to them to risk changing cleaners other than just a cheaper price?
 

Jim Pemberton

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Great point, Joey

I thought the same thing when I first got the suggestion from Chuck. Look, no matter what the soil level, if they are using a cleaner already, you have to find a way to be a better choice.

Soil removal is something easy to see (and at least for me, the most personally rewarding to "beat the other guy" at). But once you get past that, the best commercial jobs are the well maintained ones, not the restorative ones.

Now to your question: Is price the issue? Often it is, to be fair. We all look for the best price when nothing else can be used for measurement.

But don't walk away from "clean carpet".

Maybe its newly installed (we want to get it started right!)

Perhaps the cleaning job is good, but the service is bad. (The guy has an old truck mount that breaks down all the time, and he has to reschedule alot. Or maybe he won't work at a time more convenient for the client, and they have to have high cost employees, or themselves, present at time that is good for the cleaner, but bad for the client.)

Good service is harder to find than "best price" or "best quality".

Also, the carpet might look clean when you are there, but how long does it stay clean? How many times a year does the competition have to clean it to stay at an acceptable level? Is it clean for four or five days, then unacceptable until the next month? Does your work keep it looking good at least half, if not more of the time in that cycle?

So, once again, try to look beyond cleaning for people who don't appreciate a good looking establishment and therefore are the LEAST likely to pay a fair price, and look to cleaning "maintainable" carpet.

I can say this: The cleaners I know who have done well (and make the most money) in the commercial carpet cleaning segment focus on these type of accounts, rather than the ones that require major restoration each time they do the cleaning.

PS: Funny story (or a cautionary tale) A cleaner I know lost a fantastic, upscale hotel account because his employee wore a t shirt with a very foul saying on it and it drew the ire of a major client of THEIRS. The other cleaner who had been patiently calling on and following up on the account got it that day, and has kept it since, at a slightly higher (and profitable) price.
 

Jeremy

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Wow. I think you hit all the major points in my letter & then some. You also made me glad I ordered those embriodered polo shirts today.
 

Jim Pemberton

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Let us know how your campaign works out.

Additional note: I don't blame the employee who wore the t shirt entirely. If his boss provided a uniform (none of his men wear uniforms) it would have prevented the employee's "individual expression" from coming through. Good for you to have the polo shirts with your logo.
 

Jeremy

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Well, I' about to head out & shake some hands. I've got a few follow ups to do by phone & once those are done, I'll pound some pavement. Looking forward to giving a positive report. With the great advice from Dee Dee Baig, Rick G, Scott Rendall & Mr. Jim Pemberton on cold calling commercial accounts how can I lose. Thanks everyone for your input. Gotta run.
 

Jim Martin

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