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Getting your customers to spend money on immoderate or non crucial services will require a different approach during a time of recession. It's becoming increasingly important to change the way you market your window cleaning business as the consumer is gaining control of the communication channels. For example things like caller ID, pop-up blockers, DVR's, satellite radio, the national Do Not Call List and even spam blockers are driving the way we live. Advertising can no longer simply blast out an undemanding message and expect good results. Window cleaning business owners must develop relationships with customers and provide real value not only to survive, but ultimately thrive. I'd like to share a few ideas to help you meet that goal: 1. Don't just sell your services, become a trusted resource for your prospects and customers. Be their source and provide them with the tools and information they need to make informed decisions. A monthly or quarterly newsletter is an excellent way to position your window cleaning business as an expert in your industry. Give them some FREE tips they can do themselves, but don't give away all your secrets. Give reference to your company website for more details or other ways to gain assistance for potential problems you can help them with. 2. Start the relationship building process by using attention grabbing, powerful marketing that IMMEDIATELY calls for a direct response and conveys benefits to WOW them. Business is a value proposition. Your customer needs a service and you have a solution. Show them the "WIFM" of your service: WHAT'S IN IT FOR ME! The company they choose to go with is the one that provides them with the best value for their hard earned money. Then give them an incentive to CALL TODAY. Don't just tell them to call, tell them what's in it for them to call today (i.e. limited offers, discounts, etc). 3. Develop relationships with your existing customers that can help you grow your business. Existing customers are talking to their friends, family, and neighbors about the things going on in their life. Create a buzz by focusing on networking with them so their conversations will include you and the valuable service you provide. It's an increasing fact that social networking window cleaning websites are growing with people OVER 30 years of age. Over 50% of MySpace's users are 34+. This shows that YOUR target market of home and business owners are talking about their lives and you should be a part of that. This market is asking questions so they can live like their neighbors and friends. Be a part of that craze! Make them talk about YOU! 4. When dealing with new prospects take the transaction out of it and focus on the people on the other end of the line. Sure, you still need to provide a service and they still need to pay you for it, but everything else should be based on getting to know them and their desires. This allows you to go above and beyond in an effort to impress and keep them coming back. 5. Don't play the pricing game. Many businesses will low ball prices in an effort to stay afloat, but that only hurts those of us who can actually stay in the game through remaining consistent. The old saying "You get what you pay for" is still true, no matter the economy situation. Place a value on your service and your customer's will value it too. Quality comes with a price. If your customers or potential customers don't understand this concept, then they are not the clientele you want anyway. Use the web like just you are right now for constantly growing resources of education, insight, ready-to-implement templates, and tools to help you create marketing campaigns to grow your business in the service industry environment. Don't forget that just as you are online looking, so are your customers. Don't have a website? Better get with the changing time and get window cleaning online! Your site should offer benefit laden headlines and copy, educational information that helps viewers make informed decisions, and tools like testimonials, endorsements, and pictures of your work. See my other article about window cleaning websites for the Service Industry for more information on this subject.
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