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This may have been brought up in the past, but has anyone ever tried the Piranha marketing system for carpet cleaners by Joe Polish? I was able to obtain some basic info from this and it makes great sense, but hard to justify paying for what they are asking to get the entire program.
I stay busy (a week or so booked out consistently), but would like to increase my fees and change my marketing to promote our Value and our Benefits to the customer more in hopes that it will justify the prices and keep the business coming in steadily, but create more high quality customer that will pay the higher prices for higher quality service. Anyone experiment with this at all, or have success marketing this way?
Thanks
Dan
Yes, it sounds good. Is it worth the $$$? No. Many of the “strategies” they used, no longer apply. (Before internet etc.)
Check with the corporate office before spending your hard earned money.
I will admit. All the entry level stuff sounds great. BUT, buyer beware…
I don’t know about Piranha marketing, but i did read a book called Gorilla Marketing a number of years ago and learned a lot from that book. Cost of the book was prob. $15.00
I have used Piranha Marketing’s monthly newsletter in the past. I really liked it and so did our customers. Unfortunately, with the cost of mail going up each year, we switched to just posting it on our website, and have now just cancelled it all together. It was very good at keeping your name in front of the customer, but we are using Service Monster and are sending out cards on a set schedule for each customer, which is just as effective in my opinion (and cheaper). I have seen some of the Piranha stuff. Most of it that I saw was stuff you see posted elsewhere. Doing 5 around for house you are cleaning for, follow ups, monthly mailers, etc etc. That said, they may have new stuff since what I saw was at the time of the yellow pages and not internet/social media. They may have added some more content that is new for this day and age. That said, I would probably recommend saving your money. Although what they have is good and is geared toward carpet cleaners which is nice, I think the bulk of what you would get is stuff that you already know in some way/shape/form, or can learn by doing searches on internet or reading some published books like Brian mentioned. Also, the free industry magazines (i.e. Cleanfax) have articles that give advice on all sorts of topics, including how to charge more (see this article as an example http://www.cleanfax-digital.com/201404#&pageSet=12). Just my 2 cents.
To be more precise, I had two operators involved with Joe Polish’s marketing. Both strongly felt they could benefit a lot from the materials offered. Both felt (like Dave) that most of the info is covered already in the “Heaven’s Best marketing manual” and both felt in the end, that they paid more than they should have for what they actually received. Granted these opinions are based upon history 6-10 years ago.
P.S. An example of what some operators are doing:
(Dave I personally encourage the 9 round instead of 5.) (no, not 9 round golf)
After cleaning, visit the 5 across the street and two on each side of the house cleaned with permission of the happy, thrilled customer. (Because I am using them as a referral). I want the neighbors to 1. talk to the customer within 24 hours when they are the most excited about their experience (Use the iron when it’s hot!) OR 2. If they don’t know their neighbor (or like them) they can view my website! It’s all about effectiveness and ROI. Money and time. So order from corporate, some business cards just for this. Front: Logo, 10% OFF all our services, phone #, & website (for so many reason’s I strongly recommend a corporate endorsed, EZ net tools website). Back: List of all services (Logo in the background).
My approach is: Hi, I’m Gordon with Heaven’s Best! The reason I’m here, is your neighbor ________ (by name and extend your arm toward the neighbor cleaned) just had their __________ (carpet, upholstery, tile & grout, VCT, or hard wood floor) cleaned. This entitles you to a 10% off on all our services! (Hand them the card as you say…) We do carpet… (as listed on the back of the card) Have a great day! (And LEAVE IT AT THAT) Memorize these lines until you do it in your sleep.
You don’t want to come across pushy or even a salesman at all. Don’t try to do an estimate. Just leave it at that. You are there to develop name recognition and TRUST.Your wording on the card, or your wording at the door may change, but this is working very well for those who have taken the time and energy to do it.
Rainy or snowy day: Visit the mom & pop shops. “Hi! I’m Gordon with Heaven’s Best! Can I give you a free, no obligation estimate?
P.S.S. There is no charge for this info!!! However, this info will do you no good unless you do it.
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