SUCCESS IN 2014?

Not long ago I saw a billboard that really got me thinking. It read, "What happens when your company doesn't advertise here?". Then in capital letters at the bottom of the billboard was written the word "NOTHING".

I couldn't help but apply that billboard to our business and what is ahead in 2014. With the average BSC losing 17% of their business each year for all kinds of reasons---price, poor work, friend of the buyer, new buyer wanting to make a name for himself or herself, downsizing of the customers business, etc., I think it is more important than ever to have a solid plan for adding new business in 2014. Just think, if you want to grow by a meager 10%, and you have the average lost business of 17% , YOU WILL NEED TO ADD 27% NEW BUSINESS THIS YEAR. For the company doing $500,000 in annual revenue that means ADDING $135,000 IN NEW BUSINESS THIS YEAR. Are you ready? Do you have a plan? If you have a plan, is it designed to bring in enough business next year to meet your desired growth?

Let me offer a few suggestions that may be helpful in saving advertising dollars and getting your name and you in front of the right buyers. First off, I think it is important that you and your staff answer a few questions about your business such as,

1. Which accounts are we best at servicing?

2. Which accounts that we now service are the most profitable? Do we have 20% of our accounts taking 80% of our time AND---they don't produce a satisfactory margin? Some accounts make a lot of noise but actually contribute very little, if anything, to the bottom line.

3. What hours do you provide the best supervison? Doesn't it make sense to pursue accounts that you are best at supervising? Large accounts outside of your normal supervisory strong hours do not necessarily translate to overall great margins. In fact, quite the reverse is true.

4. What are the market segments that fit your supervision hours? Are you servicing all of them and if not, why not?

5. Make a list of all the prospects in your area that fit your size, frequency of service, time of service, profit potential, and supervision coverage. I suggest you will be surprised how many accounts are out there that you haven't pursued.

Once you have created the new list, call of visit them to find out the buyer's name and then begin sending them a series of targeted information packets each week---say 10-20. This will vary by size of city and size of prospect list(s). Mail them on Friday and then call them the next Wednesday to request a 20 minute appointment to discuss how you can be mutually beneficial to each other.

Information you may want to include in the packet is

1. Any industry specific software that you use that helps control quality etc.

2. Any specific ongoing training programs that are unique to your company.

3. Talk about your low turnover compared to the industry average.

4. Include pictures of your key staff and years of service etc.

5. Include a brief outline of the services you offer.


We have used this system and helped other BSC's implement the system to tremendous success. It works IF you stay consistent in doing it. It gets you in to see the decision makers. Let us know if you want more details. You can contact us at www.consultantsincleaning.com and hit the "Ask A Question" icon. It might just be the system that brings you a great deal of new business in 2014. By the way, we don't bombard you with follow up e-mails trying to sell you something. I will say, however, that we have an excellent book available entitled, SELLING CONTRACT CLEANING SERVICES 101, that outlines the procedure in great detail. So much for the sales plug. We hope you will look at our entire web site when you go there but no pressure exists from us.

Let me suggest you use this or SOME EFFECTIVE SYSTEM in 2014 that brings business in your door. Customers can't buy from you if they don't know you exist. Remember what happens if you don't advertise to them--NOTHING.

So let me again wish you a very happy new year and much success in your business. Don't forget to listen to our free weekly pod casts at www.tripodcast.com.

Till next time.