Episode 59: Is Your Cleaning Company Referable?
In a survey at http://www.MyHouseCleaningBiz.com, 50% of the respondents said that most of their business came from referrals and word of mouth. Yet when I talk to cleaning business owners, most don't have a “system” for getting referrals. So how are they able to get people to refer their business if they aren't doing anything specific to get them?
The answer is that their company is simply more “referable”. This video explains exactly what your company needs to do to become more “referable.
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Episode #59 - Video Transcription
In a survey at MyHouseCleaningBiz.com, 50% of the respondents said that most of their business came from referrals and word of mouth. Yet when I talk to cleaning business owners, most don't have a "system" for getting referrals. So how are they able to get people to refer their business if they aren't doing anything specific to get them? The answer is that their company is simply more "referable". And here's what I mean by that.
If you want people to give you honest, unsolicited referrals, your company must possess certain qualities. First, your clients must consider your company trustworthy. People do business with people they trust - you all know that! They would never consider referring you if they didn't feel you were trustworthy. So, if you and your employees are honest, and do what you say you are going to do, chances are they will refer your business.
Next, it's important to treat your employees as you treat your customers. Now you may be thinking, "what does the way I treat my employees have to do with getting referrals?" Well, one of the things we teach our employees is how we expect them to treat our customers, and then we're always reminding them of how important our customers are to the success of our business. But did you ever stop to consider that your employees treat your customers the way you treat THEM? Think about that the next time your behavior isn't what you'd like your customers to see. Chances are, your employees are mirroring your behavior to your customers.
Another quality your company should possess if you want to be referable is having a "givers gain" philosophy. When you're out there networking, stop thinking about what you can sell or how many customers you can gain by attending this function. Instead, focus on what you can do to help other people - what can you give THEM to help their business? And make it a habit to give referrals to other businesses instead of always expecting others to give referrals to you. People who live by this philosophy have all the referrals they can handle.
You must also have a consistent track record of performance. If you want customer referrals, you must be doing a consistently great job of cleaning and your customers must feel comfortable in the fact that you can repeat that performance for others. They don't want to risk their relationship with the referred person or company, so having a proven track record is critical.
And finally, create a company that is "buzz-worthy". Companies that are "referable" are good at generating buzz about their business, especially if it concerns great customer service. People who receive exceptional service AND are rewarded with WOW moments, love to talk about it. So what are you doing to WOW your customers?
Ok, so let's recap. If you want your cleaning company to be referable; you must be trustworthy, you must treat your employees as you treat your customers, you should have a "givers gain" philosophy, you need a consistent track record of performance, and you should create a "buzz" about your company to keep people talking. Now I'd like to hear from you! What are YOU doing to keep the referrals coming? Please post your comments below the video at CleaningBiz.tv.
