Jon-Don's Strategies for Success- Marketing, Pricing and Management for Carpet Cleaning, Restoration, and Janitorial » quickTIPS

TOP TEN List Idea #7: Pre-orient your client on how to spend more!

Steve Toburen — Tue, 31 Jan 2012 15:17:30 +0000

Over the last three weeks we’ve covered three of my “TOP TEN Ways to Make More Money (MMM) From Each Job”:

TOP TEN MMM Idea #10: Charge more.

TOP TEN MMM Idea#9: Travel smarter

TOP TEN MMM Idea#8: Get more efficient

Now for my “TOP TEN Smart Ways to MMM From Each Job” Idea #7:

“Pre-orient” your customers on how they can spend more with you. In other words, quit depending ONLY on your always-running-late technicians (or you) to sell more.

So here’s a few “client pre-orientation TIPS”:

1. Pre-send your “list of services”- During the initial call ask your customer if you can email them a “How to Get Ready For Us” check list. Include a list of links to your services back to …

2. Your website’s information. Remember your customers can’t buy if they don’t know! So have a menu of all the add-on services you offer. And don’t forget the old reliable …

3. Truck lettering. Sure, it may not be as sexy as a gleaming new website! But having all your commercial vehicles (and maybe your private ones!) professionally lettered is a great long term investment.

HINT: The new “wraps” can be either fantastic marketing tools selling an emotional message OR just an expensive unreadable mish-mash! Remember, just because you CAN splash something on the side of your truck doesn’t mean you SHOULD! (Sounds like a good topic to explore in a future QuickTIP!)

Steve

PS So how do you let your customers know about ALL the services you offer?

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

Also new this week:

TOP TEN List Idea #8: Get more efficient on the job.

Steve Toburen — Tue, 24 Jan 2012 15:42:34 +0000

Today’s tough economy means you gotta be smarter than ever in business. And you need to make MORE (not less) money from each client. Combine these two statements and ta-dah!

Welcome to my TOP TEN Smart Ways to Make More Money (MMM) From Each Job List! So far we’ve focused on …

TOP TEN MMM Idea #10: Charge more.

TOP TEN MMM Idea #9: Travel Smarter

So now for my “TOP TEN Smart Ways to MMM From Each Job” Idea #8:

Get more efficient in your work routine.

And as usual here’s a few random QuickTIPS on how to improve your job efficiency:

1. Organize your truck. “A place for everything and everything in its place.” Place items according to a logical “hierarchy of needs”. Spend some time planning this out- then meditate some more. More frequent use means the items get placed closer to where you access the vehicle..

2. Install professional stainless steel shelving. Sure- it’s expensive. BUT remember it is more efficient space wise than you banging something out in ¾” plywood and is much more professional looking. Plus good stainless shelving will last much longer so it can be amortized over many years. Your investment in efficient storage literally will be just pennies per day! (By the way, I don’t sell “stuff” in my job at Jon-Don.)

3. Label everything. Sure, YOU personally may know where everything goes. But a label maker is a cheap way to add accountability for you, let your part time helpers know where things go and everything neatly labeled will impress your customers.

4. Never an empty hand or trip. Write out a list (yes, even if you are an owner-operator!) of what items you will carry up to the house on each trip. Also as soon as possible on each job start carrying things back out with you on each return visit back to the truck. Always make each trip with both hands full!

5. Chemicals are your friends. Your biggest expense will always be labor. (Don’t forget your own time is the most expensive of all!) So use quality chemicals that let you clean faster and you will MMM on each job!

Steve Toburen

PS Please share your “efficiency tips” in the comments below. Remember- “we’re all in this together!”

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

Also new this week:

TOP TEN List Idea #9- Travel smarter.

Steve Toburen — Tue, 17 Jan 2012 15:23:36 +0000

Last week we started my “TOP TEN Smart Ways To Make More Money On Each Job” (MMM) with the deceptively obvious #10- “CHARGE MORE” along with a tip on how to fight back against those “dirty, rotten price shoppers”. (Who many times don’t remotely care how much the cleaning costs!)

Our next TOP TEN idea is another often-ignored beauty- TRAVEL SMARTER! Many SFS graduates tell me they spend MORE time driving (unpaid!) than they do actually cleaning carpets! So increase your wand-to-the-carpet time and automatically you will MMM on each job! How to do it?

First, be “travel conscious”. Instead of asking people to pick the date they want the work done look first for a day when you will be in their area anyway. Then offer this date as the first option. “So Mrs. Jones, I see we have an opening near your Northville neighborhood on Wednesday, the 12th. Would that work for you?”

If the client insists on a certain day remind them about your unique …

“Neighborhood Discount” program. If a client lines up additional neighbors that can all be done back-to-back in one day every home owner gets a 15% discount off your normal pricing.

Trust me- add up all the gas, vehicle wear and tear and travel time you will save and you will MMM even after this 15% Neighborhood Discount. Plus you will now have some very motivated Neighborhood Cheerleaders shamelessly promoting your services to ALL their neighbors for their next cleaning!

Steve Toburen

Next week’s TOP TEN MMM Idea? “Get efficient”.

PS So what “travel tricks” have you got up your sleeve? Share them in the comments section below.

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

Also new this week:

TOP TEN: “Make More Money From Each Job”- By charging MORE!

Steve Toburen — Tue, 10 Jan 2012 15:51:20 +0000

There are only three ways to put more NET profit in your pocket- A) cut your expenses, B) book more work OR C) make more money from each job. Even better, do all three!

But my winner for the quickest, easiest Route to Riches is “C”: Make More Money From Each Job! So for the next ten weeks I’ll be counting down my TOP TEN! Drum roll please for #10 of the “TOP TEN Ways to Make More Money From Each Job”!

More Money Concept #10: Charge more!

Well, duh! But wait- did you set your prices like I did in the beginning? You “called around” and then charged LESS than the “going rate”! Do you really want to make LESS money than your competitors? REALLY???

In the SFS seminar Chuck Violand teaches “Pricing for Profit” based on the true cost of doing business. (You will be shocked!) But my “short-cut pricing method” was “Steve’s Point of Pain Pricing Test”. If my prospects routinely gasped, “Ouch! That is a lot more than I paid the last guy! But my friends all say you are worth it …”

Bingo! Remember, THERE IS NO VIRTUE IN POVERTY! (Trust me, most previous clients will never comment on your new higher prices.) But what if you get hit with the common “smokescreen price objection” as in: “I don’t know … let me check with my husband and get back to you.” Simple! Just immediately reply with this week’s TOP TEN TIP #10:

“I understand, Mrs. Jones. But while I’m here let me ask you- does the way I have this work order written meet your projected budget?”

Once Mrs. Jones admits: “Well, it IS a bit more than I was expecting” you can start whittling away at the scope (Such as cleaning only the “open areas” instead of moving the furniture, etc.) until she says, “That sounds OK.” Great! “Charging more” means you’ll be Making More Money From Each Job!

Steve

P.S. Next week’s TOP TEN “Make More Money From Each Job” Concept #9: “Travel smarter”.

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: Lessons in Leadership

“The 20 Foot Rule”: Improving relationships.

The two BIG responsibilities of a good leader …

The “Lone Ranger” Rides No More (Part I)

Which type of carpet cleaning business “boat” will you choose to sail on?

How to reverse “Owner Arrogance”

True leaders are willing to take the hit. Are you?

Feeding your carpet cleaning troops …

Solutions for an ADHD owner or manager!

Download: Avoiding the Road In-Between

Download: The Customer Comes Second

Also new this week:

“Breaking bread” brings your team together

Steve Toburen — Tue, 03 Jan 2012 14:17:47 +0000

Sooner or later most solo entrepreneurs will hire employees. Many later deeply regret it. So sad because it doesn’t have to be this way.

Listen carefully here: People hire on with you for a pay check. (Duh!) BUT they STAY long term because they “buy in” emotionally to the family atmosphere and shared vision you have created.

For example, note what one SFS member does for his workers …

We have monthly breakfasts where I cook and serve for all the employees. The food served is nice but even better the breakfast turns into a “pep rally” for the company before the technicians head out to work. We always give out employee awards during the meal and try to give everyone recognition.

You can’t really do enough for your employees in this area. The “monthly” part is especially good because it commits you to a schedule. Remember, if you personally are not committed these “employee initiatives” will start off with a bang but quickly fizzle out.

The concept of the boss cooking for the company’s workers is inspired from a psychological and emotional standpoint. Psychologists call this “Servant Leadership” and it’s powerful stuff for winning over the minds and hearts of your employees. There’s just something about being served by the boss!

In fact, one of the most praised parts of the Strategies for Success experience is Jon-Don’s owner, “Papa Nick” Paolella, serving lunches to all of our SFS attendees! (Nick, who is possibly the highest paid “caterer” in the world, says he just loves serving others!)

Steve

PS So what do you do to create a “family feeling” in your company?

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: The mechanics of capturing and using your customer’s email address

How to easily get your carpet cleaning client’s e-mail address

4 smooth techniques to get your customer’s email address

The top 5 features your carpet cleaning website should include

“Introduce” your carpet cleaning technicians BEFORE they ring the bell

How to get positive online carpet cleaning reviews

Exhaustive web marketing checklist

Video WebTIP: Is your SEO company doing its job?

Video WebTIP: Triple your carpet cleaning website “conversions”

Download: How to dominate Google Places for carpet cleaners – step by step!

Download: Hub Marketing Referrals- Breaking Down Barriers

Also new this week:

Keeping your equipment shiny and pristine!

Steve Toburen — Tue, 27 Dec 2011 15:23:40 +0000

One guiding principle of Value Added Service is looking at yourself (and your equipment) through the eyes of your customer. In the SFS seminar we call this “Putting On the Customer’s Eyeglasses”! (POTCE)

And when you POTCE you quickly see that bringing in dirt from the previous job is a BIG negative Moment of Truth for your customer! Avoid this bone-headed mistake with this great reminder …

After completing each job leave the last section of extraction hose hooked up to vacuum off your cleaning wand and/or underneath your rotary extraction tool. This will get rid of dirt, carpet fibers, dog hair, etc. Then use a damp towel to wipe off your equipment so it will be clean for the next job.

In the past we used a high pressure spray gun to clean our equipment out by the truck. But then we were left with a nasty mess of water, sand and pet hair running down the customer’s drive way. (And ice in the winter too!)

Using your vacuum hose and a towel is simple, fast and if you do it on every job your tools always look good. (Some of our newly minted SFS graduates go back home and POTCE by focusing on the appearance of their equipment and then absolutely CRINGE!)

Steve Toburen

PS So how do you keep YOUR equipment nice and clean between jobs?

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: Performing the On-Site Inspection

Impress your carpet cleaning client with a flashlight

Be a “Concerned Consultant” for your carpet cleaning clients

Put your carpet cleaning client at ease by using the “Queen of England” response!

Do you follow a 5-Step introduction sequence?

Dramatically increase your carpet cleaning profits with this “protected with Scotchgard” question!

What freebies should I give my carpet cleaning customers?

Banning the “e-word”- Help your carpet cleaning customers focus on more than price!

Download: Carpet Cleaning Inspections That Sell!

Download: Commercial Carpet Interview Analysis

Download: Water Damage Customer Interview Form

Also new this week:

Write their name down IMMEDIATELY!

Steve Toburen — Tue, 20 Dec 2011 15:37:40 +0000

Sure, most “price shoppers” just jump right in with the question you love to hate: “Uhh, I was just calling around. How much do you charge to clean carpets?” (Actually many callers aren’t all that focused on the price- they just don’t know what else to ask!)

But some shoppers will preface their question with their name as in: “This is Sally Smith and I was just calling around …” So when the caller introduces themself by name at the start of the phone call:

Immediately jot down the caller’s name and then USE IT during your phone conversation.

Behavioral psychologists say that when you call a person by their name they will “hear and take action” on the following five words! So to emphasize an important point during the conversation start your sentence with the caller’s name.

Plus your goal is to build a relationship over the phone. You will “build this bond” by using the caller’s name frequently during your conversation.

And finally, if you have jotted down their name immediately at the beginning of the conversation you won’t create the negative Moment of Truth of having to ask your new customer for his or her name again after you have booked the job!

Steve Toburen

NOTE: Next week I’ll share the single most important thing to say when the caller asks, “How much do you charge?”

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: Building your company’s brand

Communicating your marketing message with emotions

What can carpet cleaners learn from Honda?

What can carpet cleaners learn from Disney?

Does your service “Rival” your competitors?

The question every customer wants to ask!

Brand Sense- marketing cleaning services through the five senses

Use “sound” in your carpet cleaning marketing strategy

Is Social Media a Fad?

Download: Advertising on Facebook For Carpet Cleaners

Download: Pet Problems: I Smell Money!

Also new this week:

“Atone for your sins” with a Gift Check

Steve Toburen — Tue, 13 Dec 2011 15:35:58 +0000

Over the last three weeks we’ve focused on converting complaining customers into delighted Cheerleaders. How?

1) Diffusing the situation with my 3-step Emotional Judo method.

2) Fixing the situation quickly and cheerfully.

3) Making Symbolic Atonement. (Doing “something extra” at no charge.)

You have lots of Symbolic Atonement (SA) options- clean the traffic lanes in the next room, a few sofa cushions, their entrance mats or their car upholstery, etc. Let me share my ultimate Symbolic Atonement gift for any customer screw up …

Order standard business checks with your logo and contact information on them. But on the “pay to” line the subscript should read: “In goods and services” instead of dollars. So now you can whip out your “SA checkbook” and say, “Let me make this up to you. Here is a gift check for $____ that you can redeem down the road for any of our services.”

If we inconvenienced a customer by being late I would make the Gift Check out for $20.00. But if we had to put her out by coming back on a complaint then the Check might be for $50.00. And for a really big mess (even if she was happy) I might make the check out for the total cleaning price!

NOTE: If our client was still NOT happy with us I would force myself to put on a big smile and write out a real check to refund her money!

The great thing here is your Symbolic Atonement gift check has real value both visually (it IS written on a real check!) and emotionally too. (“Honey, they gave us 20 bucks off our next cleaning just because they were a half hour late!”)

But the biggest advantage for you? Your customer will almost certainly use your services again to “cash in” their Gift Check. You’ve just salvaged a client from going to your competition and quite possibly made a Cheerleader for life!

NOTE: Click here to see one of my “Gift Checks”. This one had been pre-printed with a “$10.00 off offer” that we handed out by the thousands at home and trade shows. My normal Symbolic Atonement checks were blank so I could fill in the amount.

Steve

PS: Not convinced? I’m always up for a debate, share your doubts or rebuttals in the comments.

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: Controlling your costs

Carpet cleaning technician pay- commission vs. hourly? What to do?

Should I make my pal a sub-contractor?

What equipment should I buy with $5,000.00 for a carpet cleaning start-up?

Marketing decisions are easier when you have hard numbers to analyze

Big business marketing applied to small cleaning business budgets

Simple tricks to make more money- RIGHT NOW!

Are you “sailing against the cash-flow wind” as a professional carpet cleaner?

I can’t travel but I REALLY need SFS! HELP ME!

Download: Weekly Financial Flash Report

Download: Recession Proofing Your Restoration Business

Also new this week:

Converting an angry client into a Cheerleader

Steve Toburen — Tue, 06 Dec 2011 15:38:17 +0000

OK, campers, here we are with my final Part 3 of “How to resolve customer complaints”.

Part 1 reviewed my 3-step Emotional Judo method of 1) thanking them, 2) sincerely apologizing and 3) taking “ownership” of the issue.

Then in Part 2 I shared a very simple (but often ignored) complaint solving secret. Once you have clarified what the problem is, fix it and fix it cheerfully. (Absolutely NO justifying, complaining and/or scowling allowed!)

So now you have a mollified customer that is at least not going to crucify you to their friends and/or on the Internet. So now go one step further and create a “Turbo Cheerleader” that will rave about what a great company you are!

After resolving your customer’s concern do “something extra”. Just look around and say, “I’m sorry we had to come back. Let me make it up to you by …”

Yes, you heard me right. “Gift” the client something of value. Instead of just “settling accounts” go over and beyond by doing something extra at no charge. This free gift doesn’t have to be anything elaborate. For example …

You can spend a few minutes (remember, your machine is all set up anyway) cleaning a few cushions or the traffic lanes in an adjacent room or her car mats or (you choose). 20 years ago customer service expert Ron Zemke called this peace offering “Symbolic Atonement”- and yes, the concept still works!

NOTE: I’ll share my very best Symbolic Atonement/gift certificate idea in next week’s QuickTIP.

Steve Toburen

PS So what “peace offerings” do you give to your inconvenienced/unhappy customers?

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: The challenge of pricing your work

How do they make money at 7 cents per foot?

The Great “Carpet Cleaning Debate”- Room Pricing vs. Sq. Foot Pricing

The Great “Carpet Cleaning Debate”- Advantages of Package Pricing

Can I charge a premium for after hours commercial cleaning?

Pricing commercial with encapsulation vs. hot water extraction?

So, how DO I price my cleaning work?

Tired of the “your carpet cleaning prices are too high” objection!

Download: Winning Over the “Price Shopper” (Without losing your shirt!)

Download: Commercial Production/Pricing Analysis Log

Download: Commercial Carpet Analysis

Also new this week:

How NOT to fix a client’s carpet cleaning complaint

Steve Toburen — Tue, 29 Nov 2011 14:46:26 +0000

Last week I shared my 3-step “Emotional Judo” process to calm down an angry complaining customer.

1) Thank them for calling …

2) Apologize for the disruption in their life …

3) Reassure your customer that you are going to do everything possible to resolve their distress.

Your “verbal martial arts” will now have this previously angry, attacking customer gasping for air while marveling at your sincere care and concern! (We actually had these three steps posted over every phone in my company.)

Remember that most customers have to get “all steamed up” to even make a complaint. So your job is to first calm them down with this 3-step Emotional Judo process. After all, how many times have you had someone scream “the whole house just looks terrible” when in reality it is just one little wick-up spot? (Or even a shadow!) Now that your customer is rational just calmly interview them and …

Once you have isolated what your client’s real concern is, just fix it.
Fix it cheerfully and fix it quickly!

Don’t justify, don’t complain and above all don’t be grudging when resolving the situation. Remember that your customer will already be on the defensive when you return to re-do the problem. After all, they “ratted you out”! So just smother them with “grateful kindness”!

Don’t forget to also fix your customer’s concern quickly. (The tendency is to put off these confrontational issues.) A famous U.S. government study states “95% of your complaining customers will do business with you again IF you resolve their concern quickly.”

Think about it- you have to do the work anyway. So why not quickly and cheerfully resolve the issue and in the process make a Cheerleader?

NOTE: Next week in my third and final QuickTIP on resolving complaints I’ll share a guaranteed way to make Turbo Cheerleaders out of complaining clients!

Steve Toburen

PS So what was the most “unfair complaint” you ever cheerfully fixed?

Every week we share a timely, practical tip like the above. So if you’re not already signed up for these FREE weekly QuickTIPS, do so now.

This week’s FOCUS: Using Your Phone Effectively

A phone not answered is money lost!

How much is your cell phone “costing” you?

How should a carpet cleaning company answer the phone?

Always answer your phone

Painful but very productive

Communicating despite challenges over the phone …

Help me, Steve! I’m striking out with your SFS carpet cleaning phone script!

Avoid negative cell phone Moments of Truth

Download: Using a Telephone Format

Download: Ten Essential Strategies for Success in a Tough Economy

Also new this week: