Are Your Cleaning Customers Motivated by Quality or Price?

Commercial cleaning customers can have wildly different expectations. There are those who want the best, no matter the cost, and others who care far more about budget than results. Many customers fall somewhere in between, but pleasing those on either end of the spectrum can be a challenge.

Let's look at the differences between "quality minded" and "budget conscious" customers, which are best for your business, and how to market to each group.

Quality vs Price -- finding the balance

Cleaning for Quality vs. Cleaning for Budget

Customers who value quality will spend whatever it takes to keep their buildings looking brand new. Those who prioritize budget will pay only the bare minimum, even if it means barebones services.

It may sound like quality-minded customers are far superior to budget-minded clients. The truth is, each group has pros and cons. Both can be great customers and both can be problematic.

Quality-minded customers pay premium prices, value cleaning, and appreciate their contractors. On the other hand, their high standards can be difficult to meet. They expect their contractors to display the utmost professionalism and provide exceptional service. And they may not be understanding when problems (being short-staffed, running out of supplies, or scheduling changes) affect their services.

Budget-minded customers may not share their cleaning contractors' dedication to creating beautiful and healthy buildings. They are also likely to haggle to get the “biggest bang for their buck.” That said, frugal business owners can be great customers. They may be less demanding and require less attention, plus they are more tolerant of problems and inconveniences if it means a lower price.

Keep in mind, you must set the proper expectations when working with budget-minded customers. You are in business to make a profit, so don't give them your top-of-the-line service when they have a low budget. Low budgets mean less frequent service so make sure you are clear on that expectation.

The Best Customers for Your Commercial Cleaning Business

It's almost always cheaper to retain a current customer than to attract a new one. If you sign on the right types of customers from the start (rather than taking on any and all business that comes to you), then you'll spend less time and money on marketing down the road.

Generally, budget-conscious customers are a better fit for new contractors looking to get a foothold in the industry or for smaller contractors who lack resources. These clients will be more understanding of the challenges associated with growing pains and will be less likely to require services that involve specialized equipment.

Quality-minded customers, on the other hand, may be a better fit for established, larger contractors who are ready to ramp up their profitability. To satisfy these discriminating clients, a BSC must have a trustworthy and professionally trained crew, access to the tools needed to deliver any cleaning service, and top-notch customer service.

To quickly discern whether a prospective client cares most about quality or price, consider these questions:

1. How did they hear about your business? Quality-minded customers are more likely to trust a referral or conduct a web search for BSCs who offer a specialized service. By contrast, budget-conscious customers tend to rely on discount offers and ads.
2. How quickly do they bring up your rates? It's not a red flag if prices come up in your first conversation; prospects of all types want to be responsible with their budgets. But if one of the first questions someone asks is how much you charge, they're more likely to be a budget-conscious customer.
3. Do they ask what sets you apart from the competition? If a prospect asks questions about what makes your company better than others, they are likely to be most concerned about hiring based on quality. This is the time to showcase the ways in which your company is committed to excellence (certified cleaning, specialized equipment, advanced training, etc.).
4. Are they currently working with a cleaning company? Generally, a quality-minded client will begin shopping for a replacement cleaning company before ending their contract with their current BSC. Budget-minded customers won't mind going without cleaning services for some time.

How to Find Your Ideal Clients

Marketing to these two distinct groups means tailoring your message and materials to match what each are looking for in a cleaning service.

Budget-minded customers are looking for the best deal. To attract these clients, discuss affordability on your website and in your marketing materials.

These customers may be in a rush to find a cleaner after letting things go for too long. Make yourself easy for them to find. Beef up your search-engine optimization (SEO) efforts, show up in their mailbox with direct or email marketing, use social media and advertise on Google.

Offering discounts is a great way to attract budget-conscious customers, but do so with caution. Customers who only hire you because of a special offer also likely won't hesitate to drop your services when they find a better deal elsewhere. If you offer discounts, do the math to make sure your business can actually afford to do so.

Quality-minded customers are looking for an expert they can trust. Content marketing is one of the best ways to showcase your position as an industry leader.

These companies want a long-term relationship with a BSC that can deliver every service they could possibly use. Promote your wide range of service offerings on your website and in your marketing materials. Also, highlight testimonials from clients who can speak to how you partner with them and anticipate their cleaning needs. Include Case Studies on your website for every industry you serve to showcase your expertise.

Finally, word-of-mouth advertising is crucial to landing quality-minded clients. They are likely to ask friends and colleagues for recommendations, so make a concerted effort to build a strong referral program. Once you land one of these clients, you want to encourage them to talk up your business to their peers who are likely to share their values.

Understanding the differences between quality- and budget-minded customers is important as you determine the ideal client for your business. By keeping these distinct customer types in mind as you craft your marketing plan, you'll be far more effective at finding prospects and converting them into clients.

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