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| Thursday, July 29, 2010 |
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| [Thursday, December 15, 2005] |
| As a minority woman business owner, I have found that it is very hard to land the big contracts.
A. Do I need brochures for commercial buildings such as churches, synagogues, schools, and universities?
B. Does my business expertise and length of time in business have a lot to do with my not getting larger commercial accounts?
C. Most business people give the impression that they would rather give the contract to the people they know. Am I experiencing prejudice as a minority woman?
D. I also offer services in the areas of commercial, construction clean up, and homes. I have run all kinds of ads, but hardly got any calls.
Do I need to send housecleaning brochures along with my mailings? Why does my mail seem to be a waste of time, stamps, and money?
I am a member of the Chamber of Commerce here in Ratherford County, but I feel that my membership is just in vain. The money spent gets my name in the book but my service never seems to be called by the other businesses in town. What am I doing wrong?
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| Contract Cleaning - SOMPONG (S) HANNAH |
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Answer # 1:
There are several reasons why a cleaning contract is awarded to a service provider. Occasionally it’s out of our control, such as a ridiculously low price (which probably won’t last), nepotism (awarding the contract to a relative) or a response to a bribe.
There are at least nine elements that are within our ability to control, including:
· Confidence in our ability to deliver a superior service
· References that convey a successful track record
· Detailed specifications that address cleaning deficiencies
· Pricing that is accurate and competitive - adapted to the local labor and wage market
· Communication skills that build rapport and inspire customer confidence
· A persuasive presentation that convinces the customer you’re experienced and equipped to handle all of the prospects cleaning needs –that your people are well trained and your supervision and inspection program is superior
· A professional image - including personal appearance, impressive literature and bid proposal materials
· Understanding and addressing the overall cleaning management needs of the customer
· Persistent follow up to close the sale
Getting your phone to ring is the outcome of aggressive marketing. It may include: soliciting and working referrals, networking with other trades, telemarketing, direct mail and effective advertising. After you beat the bushes, make sure that you have impressive literature, that your phone response is professional and that your prospects find it easy and enjoyable to contact you.
Gary Clipperton
National Pro Clean Corp
(719) 598-5112
www.nationalproclean.com
Answer #2:
Anyone new to the cleaning industry will find it hard to land big contracts, since larger companies often look for experienced cleaners, and someone just starting out has no record of past performance to offer. While a nice business brochure and business cards show professionalism, sending them out in the mail obviously isn’t working to your benefit. Nor will large, expensive phone book ads and other such mass media efforts.
Your best approach will be to personally contact smaller businesses that are more approachable and offer them your services. Talk with the decision makers, leave cards (and brochures, if you have them), and let some time pass and then call back to remind them you are still around.
New businesses start every day. New construction is ongoing. These may not have friends or buddies in the cleaning business. Contact them well before the business opens or the construction is finished. Follow up with several visits and see if you cannot add these to your client list
Look for existing buildings that need your services. If the cleaning maintenance is obviously poor, you have found a target to concentrate on.
Be content initially to provide services to smaller offices and business places. There is less competition for these and if you offer valuable extras such as floor refinishing and carpet cleaning you will be ahead of the moonlighters who often do this work. Over time your contacts will increase and so will your business volume.
You may occasionally run into prejudice toward women and minorities, it does exist. Even so, act at all times as if you are totally unaware of it. This will keep your approach positive and allow you to freely deal with others.
Belonging to a Chamber of Commerce will not get you business from a membership listing. It will, instead, provide you opportunities to meet others in the business community, and it will give your operation an air of legitimacy so that, in time, you will be known and familiar to those who may need your services.
Lynn E. Krafft, ICAN Associate Editor for ATEX
lekrafft@juno.com
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| ICAN representative |
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