I don’t know how many people here actually have educated themselves about psychology of sales, but it is key to writing marketing material. Yes, having well designed material is part of it too, but the copy is what sells. Luck really isn’t a factor, but I get what you mean.
The OP here seems like they figure they will target elderly clients, as they so far, make him think they will be easy sales. May be true, may not be. For me, elderly are usually people on a fixed income that don’t have the spare money for luxury services. Sure, I’ve given them estimates, but they never can afford to schedule. Hopefully this pans out for him.
Fliers/postcards/eddm WORKS. It doesn’t matter where you live either. It doesn’t matter if you are the cheap guy, or the most expensive one. It just works. The key to making it work, is the message and repeatability.
maybe its different in the States ,i will give you that
but in my own area [south east England] what works great is to blend in ,dont storm in like you are summat special with a special kind of hide ,instead wear very ordinary clothes [no uniforms] and dont ever come over as flashy , ive proved to myself that handdrawn flyers work a treat ,not by luck,and wanted to share my insider goss on here
basically the aim of my biz is to look like we are very approachable and friendly.
iv lost count of how many times over the years iv read of a dismally failed leafletting campaign from a new window cleaning biz on the forums-in 9 out of ten cases they used the most pro designs they could afford .
Luck involved meaning you don’t know if another one two three or four companies already canvassed that area 1 week 2 weeks 3 weeks prior to you could be a low performing area based on that and not your message.
Would you say then, that in your area of the UK people are looking to “buy local”?
If so, perhaps in their minds the highest markers of professionalism (pro ad design, uniforms, lettered cargo vans) indicate an impersonal, franchise-type business. And they just don’t want to dole out good money to support that kind of business where some fat cat at the top is hogging all the profits.
im sure Some people look for the typical pro yet others look for the signs of the “ordinary joe soap” and that is because they can relate to joe soap better . I get a kick from taking work from pro look rival firms . They cant understand it,and its not down to price , which amuses me. i can remember in my first year in the biz when i used an ageing car as my hack folk used to Run across the street to get me. Run. Ive used a signwritten van since that time -one of my few concessions to the pro image [altho its ten years old ] and cant recall anybody running after it.
Back to uniforms, over the years in my area ive seen new guys with matching lettered shirts ,very eyecatching, but theyre nowhere to be seen the next year. i actually bought a boxload of lettered shirts myself at the 3year in point , but hesitated and never gave them to my workers, i thought it over and sensed theyd be bad news and later binned the lot !
If I used the term incorrectly, I apologize. And believe it or not, it was not my intent to toss a backhanded insult at FISH franchisees.
In saying “franchise-type” my intent was to point at McDonald’s restaurants, Hilton hotels, Midas auto repair, and others of their ilk where the franchisee likely maintains a half-dozen other holdings and has little presence in the everyday operations. I know there are plenty of exceptions but that seems to be archetype in my limited experience.
Just went out again. I was again only able to knock 9 doors due to time constraints. I plan on knocking at least 30 tomorrow. Today took me about 35 minutes.
Stats:
Doors knocked: 9
Doors Answered: 6
Estimates given: 2
Jobs sold: 1
Once again, the two estimates were given to elderly women. The first one was a gutter cleaning estimate given to a house that had gutter guards on all gutters. I hear they actually make the problem worse, but I don’t know how to clean under them yet, so we’ll see how that goes. The other estimate, the one that sold, was for window cleaning. Very easy job, will take about 45 minutes to an hour.
I must say, door-knocking is a blast! Definitely more enjoyable for me than flyers. Also, I did not take my son this time, I went solo.
Good on ya, Fredled. I go behind myself to discover that most have no recollection of the flier I taped to their mailbox. I personally lead off with something that very few can turn down: for me, I lead off with sidewalk pressure washed for $1. You might want to knock on the prospect’s door wearing your tool belt, and try offering the cleaning of the front and back storm doors free, simply for the privilege of quoting a price for cleaning the rest of their windows. I bet at least 50% will allow you to clean their front and back storm doors. THAT’LL KEEP YOU BUSY! Another 1/3 to 1/2 of those will hire you to complete the process. Right now my sidewalk renewal project is too successful for me to get away from my pressure washer. Less than 20% fail to recruit me to do more work, with an average income per household around $400. The point I’m making is that most will even put off calling me for an obvious freebie, but almost nobody says “no!” when I initiate the contact. https://www.mrsparkleva.com/kemp-woods-sidewalk-renewal
That’s a neat tactic, MrSparkle. I will have to try that. I don’t have a pressure washer yet, perhaps I will lead off with the free window cleaning instead, as you suggest.
And remember if they say no to cleaning this year set them up for the spring time. It’s not money now but rather money waiting for you this next season. I went out and did this yesterday after cleaning my mother-in-law’s house and cleaned one and set-up four for next year. I think cleaning a house in their neighborhood lets them have something to fall back on instead of just thinking your just some random sales man off the street.
Well said, @ahamilton. You are no longer a stranger when you can use a neighbor as a reference. ALSO, GET THEIR EMAIL ADDRESS!! Email them a Thank You Note, with a PROMISE to contact them in x # of months to check in with them. When I am done with a window customer, I will call them in 5 months to remind them how amazing their windows looked and that it’s time for a renewal. Six month customers are much easier to maintain, and will prevent me from knocking on doors as frequently.
BUT, as Adam suggests to us, @Fredled, a warm call (neighborhood reference) beats the hell out of a cold call every time!
“…so I have a choice, Mrs. Smith, I can either invest money I don’t have in marketing to build my window cleaning business, or I can do something nice for my neighbors in hopes that they will employ me to clean the rest of their windows. I would be most grateful if you will allow me the privilege. It’ll only take me a moment. At no charge, may I please clean your front and back storm doors?”
Smile and don’t say another word until she responds. More often than not, in the affirmative. You will build more good will, AND get the business you need anytime you aren’t already busy with that renewal customer whose door you knocked on six months ago.
I clean any exterior surface and windows. I have also bought a Dragonfly for cleaning interior windows beyond arms length indoors, and a DI system and water fed pole for outside windows. This Spring I will invest in a roof cleaning setup and a trailer for my equipment.
My $1 sidewalk promotion usually motivates folks to go ahead and clean the rest of their concrete, and often brick front porches. I’ll be out shaking the bushes in a little while today.
I personally will never do door to door sales. I can’t stand when the weed man comes by or Jehovah witnesses. Go away. Could be from my parents not liking door to door sales as I grew up but my fiance doesn’t like when people come too. It’s usually annoying, at bad times of the day and if we wanted service, we would call some one. Flyers and Google are enough for us. We don’t need to be pushed into anything or frankly want people coming to our house uninvited. Who knows what we are doing in the privacy of our home
I feel like it is something girl scouts do or kids trying to do a fundraiser. Imo . No offence to anyone!
