Admiral Painter: “What’s his plan?”
Jack Ryan: ‘His plan?”
Admiral Painter: “Russians don’t take a dump, son, without a plan.”
- Memorable Quote from The Hunt for Red October (1990)

Tonight Becky and I were watching The Hunt for Red October.  I have always liked this part of the movie.  Admiral Painter (Fred Thompson) made his point very clear.  He was telling Jack Ryan (Alec Baldwin) if you can figure out the Russians plan you will succeed in getting the Red October.  The morale is if you can figure out your plan you will succeed in growing your window cleaning business.

I was in the Army and they had a SOP for everything.  SOP stands for standard operating procedure, which is another way of saying a plan.  We did everything with a plan.  We would lay out a plan for loading a half ton, inspecting our vehicles, even taking a break.  The plan allowed us to get things done without a lot of confusion.  We would stay on target, and finish the task on hand.  However we would adjust the plan as we went when circumstances warranted.

The best comparison I can think of is when I clean a home’s windows.  I would never come to a job and go in the house to clean an inside upstairs window.  Then go outside to clean the patio French doors, only to head back into the house.  This in an extreme example of how to clean windows, isn’t it?  Yet this is how many businesses approach their marketing.

When I arrive at a house to clean the windows the same plan is used each time.  I start on the outside cleaning upstairs, and then downstairs working my way around the house.  Then I go inside and clean upstairs working my way downstairs.  Of course as circumstances arise the plan will change.  This allows for maximum speed as a routine is developed.  You also do not waste valuable time or money with your plan.

A couple benefits of having a plan is for the customer.  Your customers expect a consistency with your service.  When you come back and clean their windows the same way each time, you project a professional image.  They will notice, and reward you with more business…because their experience will be the same each time.  The plan will prevent a haphazard approach, and the image of being unprofessional.

The same idea is accomplished with a marketing plan.  Your marketing plan will lay a solid foundation in getting, and keeping your customers.  The marketing plan will develop a consistent communication with your customers.   Your customers will start to view your marketing as part of their experience.

Your marketing plan eliminates indecision, and lost opportunity.  There will not be any guessing what to do, because the next step will already be in place.  You will not miss the time your customer is ready for window cleaning.  Possibly having them go to the competition because they forgot to give you a call.

You can see why a marketing plan is so critical to the growth of your business?  How will this effect your marketing from now on?

Everyday when you get up and to to work do you know what you do for a living? Most of us would say window cleaner. I could say “window washer”…but that could start another thread war on the boards. Even I catch myself saying, window cleaner, business owner, squeegee slinger, director of ladder aerobics. All these answers are wrong if you want to create a thriving window cleaning business.

The answer should be you are the marketer of a window cleaning business. I know what you are thinking; I’m splitting hairs. Not really, this is a state of mind. You see your business has nothing to do with how well you clean windows. You can be the best window cleaner in town, however if nobody knows about you…well, no business. And that is the harsh reality of business today.

Your number one responsibility each day is how to find customers to fill your calender. Marketing of your window cleaning business. You need understand that if you are not in the marketing mindset you will have no control over your income.

Yes during April, May, and June your phone will ring off the hook with customers calling to get their windows cleaned. However what happens in July, August, and the start of September. Hardly anyone calls, and you are spending time trying to look busy. I’ve been there watching the bank balance drain, not having the phone ring. Only to have to scramble September, October, and November to catch up before the season ends. Because of the harsh winters here I’ve chosen not to clean window during December, January, February.

The above was a typical year for me. Until I changed my mindset, and became the marketer of my window cleaning. That change in attitude really made window cleaning fun. Once, I became a marketer the roller coaster income vanished. I could set sales goals and know where the business would come from. I knew how many past customers, how many referrals, and how many new customers would call. Now I did not know who would call, only how many would.

How? I had to master a new set of skills. I spent thousands learning the teachings of great marketers like Dan Kennedy, Bill Glazer, John Carlton, Jay Abraham, Gary Halbert, Michael Masterson, and many others. I have Hundreds of books in my personal library, which I’ve studied. Twenty plus courses from these teachers, have attended their seminars. I subscribe to a dozen marketing newsletters to keep on top of the latest cutting edge methods available. I’m constantly studying everything I can get my hands on to keep the slight edge.

I then created a system which produces predictable results over and over again. Systems to get new customers, returning customers, referral’s, lost customers… These systems are designed to be implemented without a lot of time needed. Being a solo operator, I still have to go out and sling a squeegee. So, I needed systems which did not require a lot of time. And produce great results.

When you can produce predictable results the roller coaster flow of business will no longer effect you.

I have decided to start this off with a basic overview of my marketing beliefs.  It is best to lay this out now instead of back tracking later.  As time goes on I’ll refer back to this series. This is the foundation of Marketing gained through the teachings of great marketers like Dan Kennedy, Bill Glazer, John Carlton, Jay Abraham, Gary Halbert, Michael Masterson, and many others.  I have Hundreds of books in my personal library, which I’ve studied.  Twenty plus courses from these teachers, have attended their seminars.  I subscribe to a dozen marketing newsletters to keep on top of the latest cutting edge methods available.  I’m constantly studying everything I can get my hands on to keep the slight edge. 

You will find no theory here everything has been tested, what works stays, and what doesn’t is tossed aside.  If I talk about a marketing method, it will be from real life experience.  You will know I’ve already tested this with my own money.  I’ll also tell you about the things that don’t work, and why.  I would like to hear from you about your experiences.  If you find what I’ve shared helpful, or not…Let me know.  My goal is to help window cleaning businesses grow.  I hope you find this series eye opening.