Anyway, my partner and i recently launched our own business here in Sydney and decided to A/B test flyers that I have written. I’ve got a copywriting background but still working out how best to speak to this top end TM.
I’d like to know if they are (in anyone’s experience)
a) price sensitive
b) looking for experience over price
c) care about what other’s think (looking to impress)
d) looking for overall a long-standing friendly service
Which one’s primary? And then, what language or how does one approach them? for eg, if it’s D, what do you say? A nice pic? A face of the owner? A testimonial? They are a savvy mob and get hounded no doubt, so building trust and raport would be a big deal. How do you peeps do it?
I have printed a flyer on a good price just to do their driveway. In the hope that a 3-5% hit rate will mean some of those we can upsell too.
In the US, eddm is the way into the rich communities. It’s a service that gets your mailer into every mailbox on a mailperson’s route. Here it cost 17 cents a piece depending on size. Check with your mail program for something similar? I’ve yet to do a house for less than $200 going this route and zero pushback about pricing. Phone rings, you answer a few questions for the customer and they schedule, I love it.
A Price isn’t much an issue for me. Usually if it is, it’s a cheap ass who you don’t want to work with anyway. But you can’t get silly with your prices either. I charge a premium price, but I offer premium services too.
B Wealthy clients want a pro, and expert. They seem less tolerant of someone new to window cleaning or new in business. At least in my experience.
C Yes, they want to have people comment on how good the work you did, looks. They also like working with someone “in the network” of others in their “circle”. Some of them though, like to keep it private that someone is doing work for them. I NEVER name drop who I do work for, even though some of them are rich, famous, and the upper echelon of the community. I respect their privacy.
Some other things that matter to wealthy people:
Your image. How you dress, the vehicle’s appearance, and your equipment. You need to look good and project a good image.
That also means you have to smell good too. Smoking is a general no-no as well as being sweaty and smelling like you walked out of the gym. Have fresh changes of shirts, and a light and pleasant smelling body spray.
Some of them don’t like people ogling over their expensive possessions. Makes them uncomfortable.
As far as what is most important? None of them. It’s a package deal. You have to hit in more than one of any of those important points. Just don’t be used car salesman sales-ie. Speak to them like a normal person and don’t try to baffle them with bullcrap. Advertising or in person, they are normal people like us, for the most part, that happen to have a lot of money. Don’t geek out with them or sell them magic beans.
My vote is for:
d) looking for overall a long-standing friendly service
I think pics of owners and testimonials are helpful too. If they are price sensitive they will probably be a PITA, plenty of posts in the forum about the high maintenance relationships that occur with price sensitive clients.
Thanks for that. To clarify you does EDDM mean direct mail marketing? As in flyers or actual letters that get posted on your behalf? And what specifically do they generally respond to? Again what is the message that gets them?
There is a ton of threads on here about it but in a nutshell you send a post card. Have a price and service in dotted lines that folks can assume is a “special” Make sure the post cards conform to the mail services standards with stamping, general addresses and whatever else is required. I was very impressed on the return with just the 700 I sent out. Eddm= every door direct mail. You pick which routes suit you, provide postcards and the phone rings.
Hey @Privvos. Ditch the flyers mate, they cost money and are a scatter gun approach. Targetted marketing is the way to go. That said though, right now, I’d be looking for someone who does schools/ has too many jobs leading up to Christmas and beyond and see if you can get the scraps/ subcontract.
Good luck with the new venture!
Also, don’t let anyone push you around. There is no such thing as “just” a cleaner or “just” a window cleaner. Your earnings potential once established puts you right up at the higher end of the income spectrum.
I’m not sure if we have EDDM, but we can just drop flyers into mailboxes without them being addressed the problem with this is where I used to live we would literally get a log of leaflets from EVERY single store in the area, it was heavy and it was just tossed in the yard like the newspaper as well as other sporadic single flyers every other day. I’m too far out of town now so I am lucky to not get any “junk” mail.
Personally I would pick up the log and place straight into the recycle bin as is. But I am not your target market, do I see much “junk” mail in the houses of the customers, Nope sorry, do they look at it who knows most customers tell me they just look up window cleaning and that I was the top “non paid” ad on the page so they call me.
