We all know that window cleaning businesses are growing in number as the small-business/ service industry is booming in America. However, with the growing number of small businesses, it is becoming increasingly difficult to find clients who will remain loyal to your service as you may need to raise prices or reschedule because of a busy week, etc. This article will explain how you can grow your customer loyalty. The best way to get and keep customers who will remain loyal to your window cleaning service is by developing one keyword: trust!
Trust is the name of the window cleaning game, and it starts with the first impression. By first impression, I mean the very first time the consumer hears word of or even sees any marketing propaganda from your company. Consumers are becoming wiser and more instinctive in the “Information Age, " which is why it is pertinent to make every effort to create a lasting first impression.
There are several ways improve, what I call, your “hook" (your lasting first impression). One of the ways is to spend a ton of money on newly designed marketing material; i. e. business cards, flyers, brochures, truck signs, websites, etc. These are great steps steps that should be taken when your window cleaning operations grow large enough to afford them. However, the best way to create a good “hook" is to knock on people's doors, which is called canvassing. There are several reasons why this method is still the best method to obtain loyal clients, but I will discuss that after I discuss how canvassing should be done. First of all, it is important to observe all “no soliciting" signs, as this is common courtesy. Secondly, you need to put on a company shirt (preferably a polo-shirt with nice work shorts or slacks) and look well-groomed. A clean-shave never hurt anybody! Lastly, be prepared with what you are going to say. This helps improve confidence and credibility (remember that consumers are becoming increasing smarter and instinctive). By putting yourself together nicely and looking respectable, you give the potential customer a reason to listen to your message for a few short seconds.
The reason that canvassing (going door-to-door) is still the best method to obtain clients is very simple. People are creatures of habit, and we all grow up with the habit of using our five senses before we make a purchase. When you go and knock on somebody's door with a well-rehearsed and sincere message of why you can enhance their life with your service, you have engaged more of their basic senses. Now the potential customer has the chance to 1) see their service 2) hear their service 3) touch their service (if you have a piece of marketing material for them) 4) smell their service (hopefully it is favorable) and 5) taste their service (which does not apply). This greatly enhances the “hook" effect because the brain is impacted by more senses than if they just saw your business card that says, “Jack's Window Cleaning" on their porch. These cards usually end up right in the trash because there is no reason to keep it. It all comes back to the issue of trust. If they can get to know you in a positive way for a short 15-30 seconds, then they can gain some trust because they can put a “face with the business card, " and this gives them a reason to keep your card when they are ready to order a service. Mastering the art of canvassing, which only comes through practice and active thinking, is one of the first keys in starting and growing a window cleaning, or small-service-business.
Article written by Kris Cook, owner of KC Power Clean (Professional Window Cleaning and Power Washing in Orange County, California http://www.kcpowerclean.com/ ) He is also the moderator of a window cleaning blog found at http://www.kcpowerclean.com/blog.html/