Jean Hanson

It doesn't matter what a fantastic service your cleaning business provides if no one knows that you exist.  If you are clever and motivated there are numerous ways to promote your business that don't have to cost a bundle. Here are just a few:

·         Always be prepared with an "elevator speech".  When you meet new people be ready to talk about your cleaning business and its USP (unique selling proposition).  Talk about the benefits you offer as opposed to the services you provide.  Let people know how your services can solve their problems. 

·         Set networking goals.  When attending events, workshops or meetings, don't sit by people you know.  The point is to meet new people. Make a goal of handing out five business cards.  If you want to be interesting, be interested in others; get their business cards and ask questions about their business. 

·         Joining groups is another way to promote your cleaning business.  Every community has numerous organizations, such as a chamber of commerce, Rotary, BNI (Business Network International), that are excellent places to meet people and talk about what you do.  But don't join if you are not going to participate. Simply being on a group's mailing list will not generate sales or interest in your business.

·         A great way to meet people is to volunteer in your community.  Other volunteers will generally ask what you do.  Wearing a shirt with your business name will be a reminder of the services you provide.

·         Teach a class through the local community education program.  Community education programs attract people throughout your local service area.  It will help you make contacts and also establish you as an expert in your field.

·         Ask people for referrals.  There is nothing wrong with asking your current customers if they know of others who can use your services.  In turn, you should be interested in their company and be sure to promote them when the appropriate situation arises.

·         Look for joint ventures and team up with a business that compliments yours.  As a cleaning company you may want to work with a real estate agent, rental agency or apartment complex.

·         Write a press release announcing your new business, employee promotions, or attendance at industry events or conferences.  Most newspapers have a business section and they are always looking for stories on local businesses.

·         Direct mail campaigns can be effective as they can be targeted to a specific group.  However, they can be expensive and you may need to do repeat mailings before someone will contact you.  Start out by using postcards or web cards to let people know about your business, and then follow up with a phone call. 

·         Do you send e-mail?  Make sure to include a signature line on your e-mail that includes your business name, website (if you have one) and a line or two about your business.

·         Establish a website presence.  Today people surf the web for information on almost all the products and services they buy.  You can post a tremendous amount of information about your services, background and expertise on a website. 

To effectively market your business requires some time and creativity, but it doesn't mean you need to spend a lot of money.  Put your best foot forward by using the above tips and then adjust your marketing plan as your business grows.

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Jean Hanson helps owners of small cleaning companies build a more profitable and successful cleaning business through her online community at TheJanitorialStore.com. Read inspirational cleaning success stories at http://www.cleaning-success.com, and sign up for weekly cleaning tips at http://www.TheJanitorialStore.com.