Selling Green Cleaning Services to Your Prospects and Clients
“Green cleaning” has been around for years and the move to going green by doing things to save energy and using green products is gaining momentum with many consumers. Many are more aware of the impact of chemicals and pollution on the environment, and have an idea of what a “carbon footprint” is.
But you can't just put a green label on things and expect people to buy it. You need to educate your customers about the benefits of using chemicals that are not harmful to them or the environment, and also how your method of cleaning helps improve indoor air quality. You need to get your message to your customers with marketing.
A highly successful marketing campaign has three ingredients:
• A list of qualified target customers
• A strong, well-presented marketing message
• A marketing campaign
The best marketing in the world will not bring in sales if sent to the wrong customer. You need to be sure the people or companies on your list are interested in the benefits of green cleaning. Commercial cleaners may want to target prospects such as medical facilities, schools, government buildings and daycare centers. Residential cleaners may want to target people with allergies or people with small children and pets who are concerned about their health and safety.
Start thinking about how you can reach the people that are concerned with their health and a healthy environment. You can purchase lists with specific demographic criteria through national or local list brokers such as InfoUSA or seek publication lists through SRDS (Standard Rate and Data Service).
Once you have identified your customer and have a strong list, you need to design your marketing message so it tells what your services can do to benefit them. Don't simply say that you use environmentally safe cleaning products. This is a feature. Tell them that you use products that do not harm their employees or their family because they don't emit toxic fumes into the air. This is a benefit.
Don't say that you use HEPA vacuum cleaners and microfiber cloths (features). Tell them that you remove dust and allergens from their home or office without allowing them to become airborne, which only exacerbates the problem (benefit).
It is your job to identify those motivations and incorporate them into your marketing message so you can attract the right clients. You need to explain what you do, why you do it and how it directly benefits them.
Think about creating cleaning programs that use phrases that describe the benefits of what you offer. Instead of saying you offer a ”green cleaning package”, call it your “Healthy Home or Healthy Office Program” or “Environmentally Safe Cleaning Package”. When you use phrases that describe the benefits, it makes prospects want to hire a service that can create a healthy home or office environment.
Another idea is to make a list of your most frequently asked questions, and then write down your answers to those questions. Use this information to educate your prospects by incorporating the answers into your education-based marketing materials. Here are a few ways to market your green cleaning message:
• Put the information on your website on a page about maintaining safe and healthy environments.
• Or put it in the form of a Special Report or Consumer Guide that they can sign up for by submitting their email address.
• Use the information in direct mail campaigns like self-mailers or postcards.
• Create a recorded message and direct them to your 24/7 Free Recorded Message line.
• Write articles about it for your newsletter.
Selling “green cleaning services” is no different than selling anything else. You need to identify the problem, figure out who wants it and what solution they are seeking, and then show them how you can solve their problem. How you package it and communicate the value and benefits of green cleaning through your marketing message will determine the success of your efforts.
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