Want to increase sales in your home cleaning business? Of course you do! But many cleaning business owners, especially those just starting out, just don't have the budget to invest in expensive marketing campaigns or add a sales person to the payroll.
The good news is there are ways to increase sales and grow your home cleaning business without having to spend a lot of money.
One way to do this is by taking a hard look at your current client list. Are you up-selling all your services to your company's full potential? Many home cleaning businesses are leaving money on the table simply because they cannot recognize the sale potential of increasing their average transaction value. By simply selling more to your current cleaning clients, your revenue has endless possibilities.
Another is increasing the number of clients you provide services to by developing and executing inexpensive marketing systems. This can be accomplished by asking for referrals, creating a lead generation system, developing alliances, social media and just getting to know your clients. And the more clients you have, the more you can up-sell your additional services.
Below we will go more in-depth on how to make more without spending more and increasing sales on a limited budget.
Up-sell to Your Current Cleaning Customers
Statistics have shown that it could cost you 8 to 10 times more to acquire a new customer then to retain an existing one. Since your current clients are already familiar with you and your company, they are more likely to buy your additional services and offerings over that of another company.
Unfortunately, many cleaning business owners assume that their clients are already aware of all the services they provide. Assuming may be costing you sales. Make every effort to inform your clients (on a regular basis) of your entire repertoire of services, and any new services or special offers that may be coming up. A simple email, note on their invoice, or postcard can put you and your services in front of them.
Services such as plant watering, yard work, laundry, and concierge services can help increase your sales. Think of services you can add so your cleaning service becomes the “go to” for all your clients home care service needs.
Selling additional services will increase your transactions per customer. Up-selling on services like detailed appliance cleaning, window washing, carpet spotting, carpet cleaning, upholstery, pet clean-up, special event cleaning and garage cleaning will add to your revenue stream.
Start thinking about the additional services you can easily add to your business and then start telling your existing client base about all the services you offer. Be sure to plan ahead by reminding your clients before holidays or special events that you're available to get their home into shape.
Example of increase the average transaction value
Most cleaning companies have one goal -- to sell ongoing cleaning services. Let's say the average client pays $120 per service for bi-weekly cleaning. That means the client is worth $3,120 per year ($120*26 weeks).
But what if you could bundle several services together? For example, let's say you up-sell this client additional services of detailed appliance cleaning ($40), window washing inside and out ($60), and garage cleaning ($80) every quarter. The total up-sell would result in an additional $180 per quarter. The outcome is an increase to your overall transaction value of this particular client. You will turn that $3,120 a year client into a $3,840 a year client. Now by up-selling the same services to three more clients (all things being equal) you will have added an additional $2,880 to your revenue. It really adds up fast.
Consider offering your clients discounts or package deals if they seem interested in your other service offers. The client will feel like they are saving a few bucks and you will be pocketing a few extra bucks yourself.
Get your cleaning technicians involved. Make sure they are aware of all the services you offer and any upcoming specials you will be running. Offer them a bonus if they secure new clients or sell additional services. You may be surprised by how efficient your staff can be at selling when money is the incentive.
Asking for Referrals
Creating a referral system is an inexpensive way to increase both clients and sales. It begins, of course, with making sure you provide outstanding services to all your clients so your cleaning company is referable and all your clients then become a referral source. After all, you aren't going to get many referrals from unsatisfied clients.
Now start asking your happy clients for referrals. You can simply ask for the names of neighbors and friends that may also benefit from your services. Make sure they are aware of the types of clients and locations of the new business you are hoping to get from the referral; otherwise you will be wasting yours and your clients' time.
Getting permission and using dazzling testimonials from your clients that you can use in your marketing campaigns and on your website will definitely secure some new business with limited costs.
As always, thank all your clients for any referrals or testimonials that they provide you, and give a gift if you have the budget.
Creating a Lead Generation System
Building a list of leads and engaging them on a regular basis is the next step to finding new clients. You will want to start marketing to them in order to build a solid relationship so that when the time comes for them to buy the services you provide, you will be who they contact first. But it's not just about sending out 200 postcards. You need to track real results so you are not continually spending time and money on campaigns that don't produce results.
You can do this by creating a simple spreadsheet that lists your leads, each lead campaign, how much money you have invested in each, and the conversion rate. You can then breakdown your costs to lead and cost per conversion. This information is imperative to creating campaigns that work and are effective.
For current members of MyHouseCleaningBiz.com, use this two-part spreadsheet to track your marketing activities to see which activities are generating the highest return on investment. You'll also be able to calculate a marketing budget based on your sales goal, and figure out how much it costs to acquire a new client.
Track Marketing Activities Spreadsheet
Develop Strategic Alliances
By developing strategic alliances with non-competing businesses that currently sell and have a relationship to your ideal prospects, you can use their referrals to increase your clientele. For example, partner up with plumbers, electricians, landscaping and property management companies, duct cleaning companies and fire restoration companies, just to name a few. When you have partners that refer you, you'll save money on your marketing budget.
Marketing with Social Media
Social media can be an invaluable tool to get your brand and services out in front of your clients, prospects, and to increase traffic to your cleaning business website. It's a great way to stay connected and engage all of your followers, which if done correctly, will convert prospects and create sales.
But creating social media platforms that are productive and engaging don't come easy. Although marketing with social media is a fairly inexpensive marketing tool, you will need to devote time each week to your social media channels, and continually create new and informative information if you want to see results.
Unfortunately, many small business owners are simply just too busy running their cleaning business to create an effective social media strategy. What if you had a team of writers that could write and post your social media updates for you? There is help out there for you.
Learn more about creating a Social Media System
Read more on how you should be using social media here:
Do You Use Social Media to Market Your Cleaning Business?
Know Your Clients
Knowing who your clients are will allow you to know what their needs are. The more you talk and listen to your clients about their job, family, and interests, the better understanding you will have of their needs.
They may share details about an elderly family member, who is in constant need of their attention, or perhaps they have an upcoming family reunion at their home this summer and they are not sure how they can possibly get everything done with their busy life schedule. Think; can you provide concierge services for the elderly parents or help with set up and clean up before and after the party? Heck, maybe even supply the party supplies. Possibilities can be endless.
If you truly want to increase sales in your home cleaning business without spending a lot of money, challenge yourself to be more creative and more diligent in your efforts to increase transactions with existing clients and decreasing costs throughout your business. The success of your business is depending on you!
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