How to Sell Your Cleaning Services With a Marketing Kit
Many of you may have heard of a marketing kit, but may not be exactly sure of what it is, what should be included in the kit, and just how to use it to sell your cleaning services. The marketing kit is basically a collection of carefully crafted individual pages of information that help you present the best possible case for why a prospect would buy from you.
When creating your kit, you want to have personalized inserts that can be frequently updated and tailored to the specific needs of a prospect. In other words, don't get stuck printing 1,000 copies that will quickly get outdated. Usually, marketing kits are assembled into some type of presentation folder, and then produced in small batch quantities. Some companies have the entire kit printed by a professional printer and some have just the folders printed by a professional printer, and then they print their own inserts if they have a good quality office printer.
So what do you include when building your marketing kit?
Here are the items that are most effective at converting prospects to clients:
- Your Case Statement
- Ideal Client Description
- Your Marketing Story
- Product/Service Offerings
- Case Studies
- FAQ's
- Processes and Checklists
Case Statement
- We need to make a case to our prospects as to why they should trade their money for something of value – namely, your product or service.
- One of the reasons we like this tool is because it's good for cutting through a lot of the marketing hype people are faced with when making choices on which product or service to buy. It helps them get to the real reasons of why they should buy from your company.
- Your case statement should address the following:
- A statement of a challenge, frustration or problem that your target market experiences
- A descriptive picture of what life is like when the problem is solved
- How the prospect got here in the first place
- A path for the prospect to follow
- A directed call to contact you
- Your difference summary
- When crafting your case statement, don't explain what you do; focus on how you do it. This is where you get to showcase how you are different and give them all the benefits of doing business with you. So it's your chance to explain your unique approach, your unique processes and the little things you do.
If you've studied your competition and know what your target market is looking for, then this is where you can summarize your solution. I would recommend addressing the top 3 or 4 areas your target market values
Ideal Client Description
- Next is your Ideal Client Description. You already worked on this for your case statement, so you should already know what their pain is and why they would hire you. Keep in mind that people generally feel more comfortable working with companies that specialize in their unique problem or industry, so be very specific when describing their problem so they understand that this is your specialty. For example, if you're a commercial cleaning company that specializes in industrial facilities, remind them of their unique challenges and be specific about how you handle that situation.
- By narrowing down your target market to an ideal client description, you make your business a lot more attractive to someone who fits your ideal description because they see themselves when reading it.
Your Story
- Many business owners have interesting stories about how and why they started their company. Yet when I visit the “About” page of many websites, I never get to read those interesting stories. And I don't know about you, but I want to know who I'm considering doing business with; especially if I'm going to be interacting with that company in some way. So tell your story in an open, honest and entertaining way, and you will win prospects' hearts as well as their heads. It's about making a connection with them by way of sharing your personal story. And a big advantage for doing this is that it can create emotion – people buy on emotion and rationalize their decision with facts. It's one of the biggest advantages that small businesses have over big business.
- Stories build trust so be sure to tell your story.
Product/Service Offerings
- Your Product and Service Offerings page should outline the various products, services and packages you offer. Clearly describe and detail the benefits of each product or service.
Case Studies
- Case studies are great for closing the sale because it is a real-life example of how your product or service solved someone else's challenge. Case studies allow readers to see themselves getting relief.
- You'll want to write case studies over time as you help more people. And if you serve more than one target market, use the ones that fit a particular industry or problem relevant to your prospect. For example, if you own a commercial cleaning business and target both banks and medical facilities, then include a bank case study in the marketing kit you give to a bank manager, and a medical facility case study to the medical facility decision maker.
- Along with case studies, be sure to add testimonials to your marketing kit. Endorsements from your clients are a great way to prove that you do indeed deliver as promised. Maybe call this page: “See what others have to say about us.” Another tip is to get a photograph of clients using your product or service. Just be sure to get written permission to use the photo in your marketing materials.
FAQ's
- Some of your prospects ask very specific questions. And sometimes you hear these same questions over and over again. If you can answer these questions clearly, you may just satisfy all their questions and possible objections by simply adding this page to your marketing kit.
- Start by brainstorming the types of questions you frequently receive from prospects. Also think about how prospects contact you, as you may get some of these questions in person, via phone calls, or email.
Processes and Checklists
- The Processes and Checklists page should show the prospect how you do what you do. Many companies claim the same things, but most don't give the prospect any proof that they can actually deliver on their promises. If you add detailed checklists or flow charts to this page, it's a great way to show your prospect how you keep your promises.
- Documented process descriptions will also help justify why you charge a premium for your services. Many people underestimate how much really goes into delivering a quality product or service, so show them on this page.
So there you have it – all the steps for creating your marketing kit.Once you create all these pages, you'll have several compelling reasons your prospect should buy from you over your competitors.
You may be interested in the following:
Marketing Kit Forms (Set of 7 as listed above)
Marketing & Sales Success for Cleaning Companies
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