John Jantsch makes a great point about attracting the right customers. In fact you are attracting the type of customers you really want. Check it out here:
http://www.ducttapemarketing.com/blog/2008/01/22/frequency-matters/
Congratulations to Peter Cuprak the 2008 MWoCA’s Window Cleaner of The Year!
I thought he consistantly contirbuted, and enjoyed his emails. Thanks for your efforts Peter.
Rick Morin got 2nd place.
Kraig Dyer go 3rd place.
Everyone did a great job this year. Looking forward to a bigger 2008.
It was exciting news that Jack Nelson announced that there are over 270 members. I can remember the announcement that we broke 100. Great job guys.
Keith
86% of Americans used coupons in 2006, and saved over $2.6 billion. People are enthusiastic users of coupons. We love to search for them, clip them, and redeem them. Many times customers will try a new company or service because of a coupon. Coupons are so popular with they make a powerful tool for marketing.
There are pros and cons with using coupons in your window cleaning business. My experience has shown me that coupons have more pros than cons for a window cleaning business. Some of the cons are that customers will become use to getting coupons. They will wait for the next coupon before purchasing. So, the argument against coupons is that your condition your customers to shop only with coupons.
I use to believe in the arguments against coupons, and avoided using them. I thought coupons would only attract bargain shoppers, and cheapskates. I would be forced to cut prices and that would lower profits. However I changed my mind after using Val-Pak. Much to my surprise I found out that everyone likes to use coupons. Some of the customers that called to get their windows cleaned perfectly within profile of what I considered ideal customers.
Here are several tips to use coupons for maximum results. Make sure you keep the coupon simple. A lot of small print is not good. Keep your offers simple… like free screen cleaning with every window cleaning appointment. Leave off the special circumstances, or qualification otherwise it will kill response. I also found way to make your current customers angry is to put out a new customers only coupon. Do you really think it’s a good idea to punish your loyal customers? If you decide to give a $17 dollar off coupon why would you not let your past customers take advantage of it? They are reading the same publications your potential customers are reading. So, let everyone redeem your coupons.
Another quick tip for coupons: If you are giving a dollar off on your coupons make it an odd number. Avoid giving $10, 20 or 25 off. You will get better response by giving $17, 22 or 24 dollars off. It will stand out, and grab attention. My personal favorite is $17 dollars off. I have found it gets good action.
Make sure you give serious attention to coupons in your marketing, and reap the rewards.
Hey I’m under a huge deadline for a copywriting client, but I’m taking a few seconds to write to you about something important.
Yesterday I reminded you about voting for MWCoA’s Window Cleaner of The Year. Well the polls are open from today through Saturday. I’ve already voted… Have you?
If you are a member of the MWCoA hop on over there and place your vote… If not, join real quick and you might have time to vote.
Over at the MWCOA (Master Window Cleaners of America) they are choosing their window cleaner of the year.
The three Finalist are:
Peter Cuprak
Norwich Window Cleaning
Kraig Dyer
BEE Clean Services
Rick Morin
Arizona Window Care
Good Luck to all three!
Voting starts tomorrow. Get over there to vote, if you are a member. I will… & I already have my favorite picked out!
Keith
Over at the Gravitational Marketing Blog Jimmy & Travis discuss why it’s a waste of money trying to be cute in your marketing. I agree that the big companies with more money than brains can afford to play silly branding game. Us small business owners have to be smart with our marketing dollars.
That is why it’s not a good strategy to follow what big business does.
You can read more about it at their blog.
What a customer says about you is 1000 times more effective than anything you say. And I found out quite by accident that letting a potential customer talk with a happy customer is magic. A potential customer will call and see if you are worth the risk, and do a good job. That potential customer is wondering if they should let you and your employees into their home. And if they can get a first hand account from a satisfied customer, they will confident in your service. That is why references are more powerful than testimonials, if you use the right.
Early in my window cleaning business a potential customer asked for a couple of references. I didn’t have any references, but I didn’t want to lose the customer. So, I said sure let me run back to the office and call you with their phone numbers. I got back to the office and started calling the customers that I thought were thrilled with their window cleaning. When I got a list of 4 customers together I called the potential customer and gave her the references. A couple days later the potential customer called and set an appointment to get her windows cleaned. I found out later that she had called all four references to check me out. This new customer became a long term regular customer, and ended up referring just over 6% of my new business in her first year.
Letting a potential customer call a current customer works so well because of the honesty involved. As the business owner I’m naturally tell the potential customer what a wonderful guy I am. I’ll also tell the customer that I have excellent skills, and customer service. That is what the prospect expects me to say. However if the prospect calls a current customer and hears the same thing, then that is different. The customer has no financial gain, and no reason to be less than honest. It’s just one person talking to another. It also shows that I’m confident in my window cleaning business. The situation in not scripted, and the customer must be happy. They would not recommend a business that delivers a bad service.
How do I get customers to agree to being references? Simple really… I ask. the best time to ask is right after I finish a window cleaning job. The customer is telling me how nice the windows look. At that point I’ll ask if they would mind being a reference. If they are not enthusiastic, I’ll quickly back-off. You don’t want a less than enthusiastic customer as a reference. A lot of times people hesitate because they don’t like strangers calling, and I completely understand. Above all else I want to respect their privacy. Never, and I mean never use a customer as a reference without their permission.
Give this strategy a try in your window cleaning business. You will have customers closing jobs for you, and they will be better at it than you. References are a powerful marketing strategy that I don’t see used enough.
Found a great post on Michael Cage’s Blog about positioning a business against competition. I suggest you check it out…
Keith Goodrum
