How to grow your cleaning business

Why develop your cleaning business? Clean companies have made a significant contribution to the U.S. economy. IBIS World’s research shows that there are more than 904,000 companies in the American domestic market; 1,846,488 employees; annual revenue of 53 billion U.S. dollars, which is expected to increase significantly by 2020.

Although the industry’s annual growth rate is only 1.6%, since the outbreak of COVID-19, the demand for cleaning businesses has surged. Here are ten tips that can help you share a piece of the pie and grow your cleaning business.

10 ways to grow your cleaning business

1. Start by looking at your current customer base

If you want to develop your cleaning business, your current customer base can tell you a lot about the reasons for your business’s success, where you need to develop, and what goals and strategies you should spend your time on. This little research is an indispensable first step to growth. It will help you repeat the victory instead of using a spread gun-style growth method.

Think about where your current customers come from. What is the main source? Is it from recommendation, word of mouth, advertising? Which tactic works best? Is it a model you can repeat?

2. Know what your customers are looking for

Take your customer research to a new level by constructing a customer demand map. Never assume that your growth plan is consistent with what your customers want, or that you risk pursuing market opportunities that don’t exist.

Get feedback from current and even potential customers to understand their needs when selecting and retaining cleaning services. It was never about price. It could be reliability, quality of work, flexible schedules, employee behavior, etc. The industry is increasingly turning to green cleaning services (IBIS sees this as an important opportunity for cleaning companies)-is there a demand in your market?

Then consider how your competitors can meet these needs. How do they compare to your business? Are there any gaps you can fill in?

3. Stop and think about your business vision

If you have been in business for a while, it is very likely that your daily “busy” business will divert your attention from broader goals. When you consider growing your business, consider how you want the business to look like.

Do you want to take over major customers? Or, maybe, expand to other sites, campuses, or locations owned by your existing customers? (This is an unresolved result, if you can add some kind of incentives, such as discounts, it may be a win-win). Determine the type of business you want to enter.

On the other hand, maybe you might achieve greater success in product diversification? For example, can you add window cleaning or HVAC maintenance to your service? Your vision will help guide your growth strategy.

4. Block planning marketing

When was the last time you saw marketing or branding in the cleaning industry? Not so often, is it? Once you have a vision and strategy, you can consider your marketing plan. This will provide you with a path that can help you develop a clean business.

Your plan should be determined by your goals and your research, and it is best to proceed in blocks. If you want to reach customers who don’t understand your business, you need some awareness-raising strategies (advertising, public relations, etc.). Once they get involved (that is, they want to learn more about you), you also need a plan-this can include case studies, customer references, a short YouTube video explaining your core values ​​and service offerings, etc. Finally, find a way to use referral programs to maintain marketing with satisfied customers. For more tips, check out these tips from my blogger Rieva Lesonsky: Create a marketing action plan.

5. Create a list of target customers

When you consider your marketing strategy, please refer to your vision again. What defines your growth? Do you want to expand your service delivery radius? What types of buildings do you want to target (medical offices, daycare facilities, car dealers, shopping malls, corporate offices, etc.). This will help you determine the target audience for your marketing.

6. Good old direct mail is still valid

If you plan to launch a direct mail campaign (which is always a good idea if you want to contact specific people), please create a short list of target companies in your service area. Find out who the facility manager is and create a spreadsheet containing all target contacts. Plan around your budget, but be prepared to send 3 to 5 emails and stagger the messages. First introduce yourself and your company, then send a brochure, and then attach an article linking to the success story on your website, including a small giveaway such as a refrigerator magnet with your contact information, and then ask for one The conference may provide a free trial-think of it as a dripping effect.

Stick to it. If you do not have much success, please “rinse and repeat”. Come up with new marketing efforts, consider adjusting your message, and start the cycle again after six months.

7. Don’t be afraid to knock on the door

Door-to-door sales may be an effective sales strategy for cleaning services. As I mentioned before, this industry often flies under the radar of traditional, hyped marketing activities. Refer to your target contact list, refine your promotion, and create a special offer to lock them in.

8. Get out of the community

If you want to grow your business, please be more active in the community to build brand awareness. Find ways to participate in town fairs, festivals, chambers of commerce and social events. You can even consider sponsoring a fun run or charity event.

9. Have a consistent and clear message

Finally, perhaps one of the most important things in marketing is to have consistent marketing messages. You cannot treat everyone equally, so when formulating your information, please carefully consider your differentiating factors and target market, as well as the work you have successfully completed for other companies. Support it with a story-explain what makes you enter the industry, expand why you are different, and how this permeates your mission and your work. This story is a useful starting point for developing sales and elevator promotions, website messages, advertisements and other marketing strategies (brochures, flyers, social media) to build awareness.

10. Get fast funds through a credit line

While you are waiting to be paid, commercial credit lines can help you pay for wages, supplies, and management expenses. It can also provide you with the short-term capital needed for growth. You can use these funds to start marketing plans, hire new employees, expand or open new locations, or many of the other growth strategies mentioned above.