Other than doing absolutely nothing, there is one single marketing mistake that is the biggest, most costly mistake a carpet cleaning can make - and you are probably committing it! Would you be surprised to find out that this mistake is costing you hundreds, maybe thousands of dollars each and every month?
What is this mistake?
Not marketing to your existing customers!
A few years ago, I participated in a home show with some fellow carpet cleaners. After surveying a good portion of attending homeowners, we discovered that they could not remember the name of the carpet cleaner that came to their home last - even when they were thrilled with the work - even when the cleaning had been two weeks prior!! Even though the cleaner did a good job, he will never be in that home again - unless he changes his ways.
The reason that not marketing to your client base is the biggest marketing mistake of all is because statistics prove that it costs 500% more to gain a new client than to keep an existing one. In addition, studies have shown that retaining a client dramatically improves your profit margin.
A multi-industry study done by The Wharton School of Business, University of Pennsylvania revealed that companies that increased their customer retention rate by a mere 5 to 11 percentage points actually increased their profits by an astounding 25 to 75 percent depending on the industry. It is my belief (and experience) that you can double your business in the next 12 months without actually adding a single customer.
Follow these 4 Steps to DOUBLE YOUR BUSINESS
1. Assign a higher value to the service experience. Much has been written in our industry about getting higher prices. Most cleaners I know are not charging enough. By believing that your service is worth more, and taking steps to "add value" to the cleaning experience, you could easily charge 10 to 20 percent more. The best part about adding value is that it doesn't cost more. Adding value is in the perception. It's how you communicate and deliver the service experience. By positioning yourself as the most reputable, most experienced, most informed, company that offers the highest level of guaranteed customer service and cleaning technology, you could easily charge more.
If you do this effectively, no matter what you currently charge, you should be able to increase your price by 10%. Using simple math, increasing the price by an average of 10% across the board would add $8,000.00 to a company that is expected to gross $80k over the next year.
2. Stay in touch with your clients. By sending quarterly newsletters, monthly post cards, and maybe and occasional e-mail, you will stay "top of the mind" with your clients. These are people that already know you. They have already paid your price. Assuming that you did a great job they will use you again, if you stay in touch with them. TO BE CONTINUED........
Phenomenal Products, Inc.