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I am convinced we are so good at so many things like customer service, customer satisfaction, products, and logo’s. We do in most cases fall short in sales and marketing.
As operator/owners we seem to spend most of our time and energy on cleaning. After all that’s what we make our money on right?
I do agree! However most of us are far short of a sales “plan and action” as well as a marketing strategy. For example:
Sales…
In the 2005 International Seminar in Vegas, Brian Sutton talked to us about selling fabric protector. “He charged 45 cents a sq ft to clean and protect carpets. He
“never wanted to clean without applying Protectant.” because customer satisfaction goes up and so does profit. Since that seminar, Sutton has ordered 1,034 gallons of fabric protector. So, let’s run some numbers. 188 gallons per year, 5.5 years = 1034. 1034 X $42 = 43,428. 1034 Gallons X Sales of protector = $208,868.$208,868 Total
$ 43,428 Cost of Pro.
$165,880 Is PROFIT!(As Brian’s State owner, I have these stat’s available, and sharing with his permission)
Okay, but this is Brian Sutton. He has around 200k population.Okay, fine. Those that know Brian know he’s a great guy. So let’s look at a 24k total population guy.
Again since the 2005 Seminar in Vegas…
average 26 gallons a year X 5.5 yrs = 143 gallons. 143 X $42 = $6,006. (except Feb purchases (buy 5 get 1 free)) 143 gallons times sales of protector = $28,886
$28,886 Total
$ 6,006 Cost
$22,880 is ProfitThat pays for a new van every 6 years!
If you don’t ask, the answer is almost always NO.
I hope you increase your bottom line by “asking” or “inviting” people to utilize protector, spotters, rakes, etc.Marketing…
I love my new website: http://pendletonor.heavensbest.com . How can I better get it in front of people for maximum returns?
I’m in all my local phone books. So is everyone else.
I have a very good looking van that goes all over!
I’m part of a service club, and a SBR (success by referral) group.
Attend Church and community functions.I have had a small decrease in business in cleaning this year over last, however, 20% increase in overall business due to going after commercial contracts (as talked about in Orlando seminar) which has paid for itself.
What is your story? What have you done to make your business better? How are you going to make your business a better asset? Please, let’s hear from you!
It’s been six months, no post. Okay,
I’ve been reading this book called “Over Promise and Over Deliver.” by Rick Barrera. I’ve heard for many, many years “Under sell and over Deliver”. In this book it talked about TiVo, Best Buy, The Container Store, American Girl, and Washington Mutual dominating their field with a small portion of advertiser funds compared to the “big advertisers” in their field. By focusing on what they have/do that others don’t. The author uses ground breaking research and case studies to show how these word-of-mouth-driven successes have mastered what he calls “touch point branding”. Translation to Heaven’s Best… By focusing on what we do that others don’t. IE “Pre-vacuum including edges”, “Groom the carpet”, “Dry in one Hour” all “at no extra charge.” We all claim to clean the carpet. Directing the customer to the successful results that contribute to the wow factors of what we do, that others simply don’t do. The things that we claim to do that others do not, we must do extremely well.Or in other words, WOW the customers with “Not only do we clean your carpets, we pre vacuum, groom the carpet and have them dry within an hour.” This is what is meant to “over promise” and them to “over deliver” in these areas with a very high customer satisfaction rate. Then to have the customers tell others “they vacuum, groom and have them Dry in one Hour at no extra charge.” This becomes our signature cleaning.
Anything you would add to this list?Google: “Over Promises” by offering you anything on the web… and “Over Delivers” with an average search time of 0.2 seconds.
Hummer: “Over Promises” a vehicle that’s “like nothing else” … and “Over Delivers” with a 327 horse power engine and a design that turns heads on every street.
I’ve learned some good points from this book.
Hello. Enjoyed your post. Nice web site. I’m confused though as to why we always see that guy in the photos and not the owner themselves. It looks a little strange. Meet Gord Kohler with 31 years experience and a picture of a guy that looks like he’s maybe 30 at the most. I realize it’s a professional picture and they want to have proper pics on the sites, but don’t you agree it looks a little odd?
I do look a little odd at most any age.
I agree, most webpages through this company have the same guy and not updated pictures. That’s one thing on my list to do. I’m just glad to have it up and running. Check it again in a few weeks and if I haven’t updated to the good looking, charming, old guy yet, call me on it!
I haven’t got permission from Cody yet, but I’m considering (with permission) using the Heaven’s Best name in ads like this… “Heaven’s Best -Dry in 1 Hour- Carpet Cleaning”, because people love the name heaven’s best and Dry in 1 hour. In fact it’s probably the biggest connection that people have with us. My thoughts anyway.
No picture yet? 🙂
I could say something like… I’m busy preparing for the up coming Iowa regional seminar, dealing with state owner issues, over seeing one area and running another area, and spending time with my family so they know who I am, but that would sound like an excuse. So, it’s been on my to-do list long enough. Hopefully today’s the day.
Nice! Haha!
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