Dear Stephan:
First, have you profiled your current clients? Do they fit into a
particular niche? How are they similar? Size of business? Industry? Location?
Second, how did your clients come to you? Word of mouth? Industry
association? Advertisement in a trade publication or local newspaper?
When you know the answers to these questions it will be easier for you to
focus your marketing efforts. It's easier to promote your business to a
specific market than "everywhere." Chances are, your new clients
will come from the same pool as your current clients. In addition to this
general recommendation, here are a few specifics:
1. Can you expand your services to your existing clients? For example, do
they have other sites you can serve? Consider offering a discount for multiple
sites, and allow them to group with a strategic partner, e.g., a vendor or
supplier of theirs.
2. Can you develop a referral system with your current clients? Include an
immediate incentive for referral plus a bonus after a six-month contract, for
example. People like an immediate reward, and a reminder in six months will
prompt them for another referral.
3. When you've identified a profile client (e.g., size, industry type,
etc.), poll the businesses in your area to find out what qualities in a
janitorial service are most important. Price? Timeliness? Thoroughness?
Develop marketing materials accordingly, and continue to promote to your
target market using your identified best approach. Don't take no for an
answer; it may be six months to a year or more before a client is ready to
switch. If you stay in front of them, you'll be in the right place at the
right time.
4. Have your customers come to you by making a name for your business in
the community. Many janitorial services are "underground" so it will
be easy for you to rise to the top in name recognition, at least. Come up with
a catchy slogan or tag line; tie it to your business name and use it in all of
your marketing and public relations activities. Again, focus. One memorable
message beats three competing messages any day.
5. And of course, serve your current clients well. One dissatisfied client
can undermine all your good efforts.
With focus and persistence, your business is sure to move up. Best of luck.
Let us know how you do.
About the PowerHomeBiz.com Guide:
Yvonne
Buchanan is a 20-year veteran of public relations, marketing and advertising.
She teaches public relations courses online for career changers, freelancers
and students through The PR Academy www.learnpr.com
