- Tonight, which is all about how to get
more customer for your business.
I've had a lot of people inside my private group
ask me, "Right, I'm just sort of thinking of starting
"or I want to start my cleaning business.
"Now, how do I get my first client in?
"How do I even start getting clients?"
So, first of all, remember to download my roadmap,
which is proven ways on how to get customers
in your business, and, also, how to
set yourself up so you attract them.
So, when anybody comes to your website or your Facebook page
or see anything about your business,
you open them with welcome arms, you set the scene for them,
and you connect with them on the emotional level
for them then to be ready to buy.
As a way of introduction,
I'm Ilze Whiteman, the Cleaning Coach,
and I help cleaning business owners get more customers
for their business so they can live the life
that they deserve, to have the freedom to go on holiday
when you want and to buy that car that you've always wanted.
So tonight we'll be focusing on the how to get
your first customers or this will work even if you've
already got your first customer
and you want even more customers.
So you have to bear in mind, I'm just quickly gonna explain
how you need to think about getting clients
for your business.
So everybody thinks it's kinda like, you know,
"I work for a customer and they will refer me,
"and I've gotta do this, and I've gotta do this,
"but nothing is working, it's all over the place,"
and it's just because you're thinking about
how you're getting your clients in needs to change
a little bit, not necessarily needs to change,
you just need to understand it a bit better,
and I will always call it planting your seeds.
So, no business, whether you've got a cleaning business
or any other business out there will basically
do something to get customers in and then just do it,
and, "Ooh, it wasn't good results," and then they
don't do anything about it, because apparently
that didn't work.
So it's about getting the right message in front of
the right person, in front of the right audience
at the right time, when they are ready.
So it's not always about doing willy nilly things
all over the place, having no plan to set right,
"So this month I'm doing this, this month I'm doing that."
You need to concentrate on those three things:
the right message in front of the right person
at the right time.
So even if you, you might now be thinking,
"But what about, when is the right time?
"When's ever the right time?"
And you will never know that, because obviously that
is the customer, but if you plant your seeds constantly,
if you plant the right message, and if you constantly
connect with your customers on a more of a emotional,
connect to their feelings, if you connect with them
emotionally, that is when you're gonna start
seeing things change.
It's about trying one thing and thinking to yourself,
"OK, that didn't work," then trying something else.
It's not about just trying one thing and then think,
"Well, that didn't work, well, I don't even know
"what I did wrong."
Remember, it's the content, make that emotional contact
with your customer.
For them to be hooked on you, there's so many
cleaning businesses out there.
You need to, with your actual message that you get across,
you need to stand out.
You need to stand out above all that noise,
everybody saying, "We clean brilliantly,
"we clean brilliantly, we will beat your prices,
"we will beat your prices!"
And customers go online, they actually hate looking
for cleaning companies.
If I go online, and they say, "All these people, OK, wow!"
So they say, "Cleaning service in whatever area,"
and hundreds of companies come up.
It's about you standing out and making that emotional
bond with them, with your words.
So you are gonna connect with them with their pain point.
What do they hate?
They've been let down, the cleaning standards
are not great, whatever they've receiving at the moment,
and then for the right customers, well, because you don't
just want any customer in your business,
you want somebody that's gonna appreciate you,
especially if you've got really, really, really
high standards, you're never gonna convince a customer
that you're really great at your cleaning standards
with words, you'll never.
Every single company out there says, "We're brilliant!
"We're brilliant, we're brilliant!"
And everybody guarantees their standards, it's just
when things go wrong when a customer actually finds out,
well, actually, they wasn't, but there's nothing
you can do about it, because they don't know about that
in the beginning, so if you've got really, really, really
high cleaning standards, especially, you need to get
your message out there, the emotional bond
with your customers.
Now, you might think, "Well, I haven't got customers
"at the moment," and you've actually got a brilliant
opportunity to start your business with the emotional
connection, so any person,
any customer that's gonna come across your Facebook page
or your website, even if you haven't got one, don't panic,
they will then be hooked.
They will remember you because of the time factor,
so when they are ready to buy, so you gotta imagine
this little sort of scenario, that either they've already
got a cleaning company working for them or a cleaner,
so then all of a sudden, they see your message.
They might not be hunting for you, but you've been
really proactive in trying to get your message out there,
they spot that, don't really need a cleaner at the moment,
but when the cleaner they've got, or the cleaning company,
does actually do something wrong, or not necessarily
do something wrong, but the cleaning standards aren't high
or they're being let down or fell out with a customer,
you have to be first in mind, and it's your job
as a cleaning business owner to remind them.
It's not their job to come and hunt for you.
You have to be in front of them with the right message
and at that right time, but they might still remember you
even if they're not now at the present time think about,
"I need a cleaning company, so I'm gonna go search for one."
They might still not be ready!
They might then be thinking, "Oh, well, wait a minute.
"I'm gonna go on holiday, and it's August now,
"so you know over holiday, so do I really want
"to be bothered with interviewing cleaners,
"and letting them come to my house,"
so it's about, like I say, timing it right,
and the planting your seed is about planting your message.
So don't expect, "Oh, I'm gonna go..."
So one brilliant way to start if you want new customers
is to go into an area, draft up kind of like a sales letter,
and I'll explain why I say that in a minute,
and remember to download my roadmap.
There's ways in there to get customers.
Do a sales letter, so basically, I say a sales letter,
and it sounds so massive.
All it is, it's an introduction to you,
your mission statement, your core values,
and what you can do for them, but you have to,
in that letter, obviously have your content right,
which is connect with a feeling: the fear they have
of choosing another cleaning company that might not be
that brilliant, that's a real fear
for domestic cleaning customers and office,
well, all customers!
They fear the feeling, "Well, hang on a minute,
"maybe if I spend 10 pounds," I mean, 10 pounds in everyday
life is not that much for us, but for customers,
like, "Hang on a minute, what if I give 'em
"even 10 pounds, and they're really rubbish?
"What if they come in, and they steal from me?
"What if they come, and they are horrible to my dog?"
They've got all these fears running through their head
while they're looking for a cleaning business,
and if you're the one to get in front of them, and say,
"Hey, don't fear because
"we're animal friendly, we're kid friendly,
"we Devious check our staff, we got all these..."
But it's not the feature of the Devious checking,
what you need to get over is the feature,
they can relax because you do the back work.
They didn't have to do anything, all they have to do,
you go to their house, you see them, and then you talk
about what they need, you find out what the other company
did wrong, and why they want a cleaning company,
and why they chose you to call you to get you in.
But you take this sales letter, and you literally
just go and post it in as many houses as possible.
You can hand write on the card, make the envelope
nice and bright, and you can hand write on the card, saying,
"Your house needs you," something funny, something that's
gonna stand out and grab their attention because
you get so much post every day,
like it's unbelievable, and literally like (mumbles),
so you need something that's gonna go,
"Well, hang on a minute! I need to open that,
"what's that, then?"
You know, curiosity of having to open it,
so you're introducing yourself, and you literally
just keep doing that, and offer maybe saying,
"Your first two hour clean off" for the first five customers
that will respond to your letter."
Now it will be a case of, yes, you might post 100.
Don't expect 50 replies, because that's not how it works,
because it might not be the right contents,
you need to then tailor your content.
It might not be the right time for them; however,
2% of those, say, for instance, 100 sales letters you posted
might just be exactly the right time,
with the right content that emotionally connects with them,
and bam, that's how you get your first customers.
Keep trying.
If you, say, if you post 50, and get no response
within a month, you try a different sales letter,
and the reason I say a sales letter rather than leaflets
or business cards is the fact that sales letter, you can
inject so much, a bit more personality in there,
and you've got a chance to connect with them more.
If you just post a flyer through the door,
it's like, "There I am, use me, don't use me, don't care."
A sales letter gives them a bit more of your personality.
Add a picture of yourself, let them, "This is me!"
and a lot people are afraid of that, but friends
do business with friends, they don't do business
with leaflets, they don't do business with business cards,
and if you do go and, say for instance, and take 50
sales letters and you posted them, you know,
a year down the line, they might, "Well, a year ago
"you posted that sales letter through my box,"
and that might even thank you for it, and there you go!
You've got a customer.
So it's not about, "Oh, I'm gonna do this, oh, OK,
"I've got no replies, and it's two days are gone."
It doesn't work like that, it's about planting your seed
everywhere, go into shop windows, make sure you put
your business details there for people that could
scan past, but connect with them like, "Have you ever
"been let down by your cleaning company?"
or "Is the standard you're seeing at the moment
"not, you know, not on par?" or "Are you not happy
"with your cleaning service at the moment?
"Call us, we'll make sure, you know, you are or..."
and then go from there,
but it's about making that connection, for them to stop
and look and think, "Well, actually, yes,
"my cleaning service aren't that great,
"and they're not doing a brilliant job, I'll call her,"
because you've connected to that thing that is a pain,
or, "Do you hate calling cleaning services or
"hunting for a cleaning service that will not let you down?
"Call us, you know, because we won't let you down,"
but it's making that initial first emotional connection.
Guys, remember, if you've got any comments,
just remember to comment down below, and I will answer
the comments afterwards.
So basically, at the moment, if you're not really proactive
in actually getting out and having a marketing plan
where you say to yourself, "Right, so this month..."
You need to set yourself a goal, and say,
"Right, I want 10 customers, so for that 10 customers,
"what do I need to do?"
So if I, say, get a 2% return on a sales letter,
so I need then to do, say, 200 sales letters,
but this week I'm gonna take an hour,
I'm gonna post it in this area, and then another week
I'm gonna go post it in that area, and then another street,
and then another street, and then another street,
and it's through bold awareness.
How many people live in your town, and how many people
know about you, know about what you actually
can do for them?
That's what it's all about.
So you have to get that connectional, emotional feeling
you have to connect to, then it's the time,
and then you have to get your contract right.
So it sounds all simple, but it's literally just
testing and testing and testing, and once you get
a letter that all of a sudden you do get 10 phone calls,
you know that letter works, and then you stick
with that letter, and then you just double and multiply
what you did in the first instance to get a few customers,
and once you have one customer, all you need to do
is then go to their neighbors and say,
"Oh, by the way," sales letter, "we clean for number three.
"Did you know about it?
"They're very happy with us," and then because
there's friends in the area that knows them,
then they're gonna go and ask that one customer
you have, "By the way, how is she?" and they go,
"Oh, brilliant, oh!"
That's when you start getting the customers in
and the recommendations in and the referrals.
Then if you get another customer, you do exactly the same
and make another customer in another area.
It's just about being proactive, testing, testing, testing
until you get the results that you want, and that's how
you can grow your business.
And like I say, think about it as in planting,
say to yourself, "I'm planting my seeds, so I'm gonna go
"and do these sales letters, I'm gonna go plant my seeds
"in that street on that week, I'm gonna plant my seeds,"
and then they need watering and nourishing,
where is the content and the timing comes in,
when they're ready, I've already made that connection
with them, the emotional connection, and therefore,
you'll be first in mind, and you'll be
the first person they call.
So stand out, make that emotional connection with them,
and like I say once again, I don't want to say,
"It's as simple as that," but it is!
It's just literally testing, testing, testing, testing
until you get it right, until something works,
and bam, there you go!
And once you find out something does work, like I say,
you double it, you triple it, and you just do it
more and more and expand your area until you
literally don't even have to work anymore,
your business won't need you.
You just keep doing that.
Try different things until it succeeds,
and then you'll succeed!
Right, so is there any questions?
I don't want to go on too long
cause I've had some complaints.
Michelle Evans says, "You are great, thank you."
Aww, thank you, Michelle!
And yeah, guys, so if you've got any questions,
I'm actually basically on the process
of creating a monthly membership,
I'm not selling anything, don't worry!
Which is basically focused on getting more customers
into your business in a more monthly basis,
like a monthly lesson,
like this is how a sales letter works,
this is what I use in my business, you go and do it,
and let's test it, get reviews, and we get it working,
but it's about implementing and taking action
and that planting of your seed,
and also one to one with me to start with,
obviously to know where you are, where you want to go,
and let's get some action steps in there,
and it's all about results for you,
so obviously it's not up and running yet,
but I've had so many of you ask me for mentorship
as far as (mumbles) are concerned.
I understand it's hard in the beginning,
and although I say all these wonderful things,
some people still struggle, and also I will definitely
help with mind set-wise when it comes to
trying to get customers, cause it can be hard.
It's not personal, it's never personal to you
if somebody doesn't want you to clean for them,
so that's the first thing, don't ever take it personal,
but I will definitely let you know
when this is up and available.
I know, I think it's about 40 or I think it's 42 people
have asked me so far, so I am in the process,
I promise, of creating this new group, which is
the monthly membership to actually, so you can have
more time with me.
You can show me what you're doing, and I can say to you,
"That this, this, this, try this and this and this,"
and we'll try it and do it until it works
and also what worked for me.
Hi, Elizabeth!
Elizabeth says, "I'm in New York, I'm just starting up
"my cleaning business, really hard to get leads here."
Yes, it's always, it seems to be always hard,
Elizabeth, when you first start.
Let me just put this here.
It's always, they think it's really hard.
What you just need to do is remember, there's loads
of cleaning businesses out there that has already got
customers, that are fully booked,
and they can't cope with them.
What you need to do is get up above the noise
with your message, with how you do things,
and be very proactive, so you stand out,
and you will literally get to the point
where you build your reputation up, where you'll get known
for what you do, so you don't actually really have to do
that much of this kind of trying to get customers,
it then becomes more sort of email marketing kind of way,
but when you first start, I understand what you say,
but it's your price points, it's your message
you put out there and how often your message go out there,
and remember, it's your job to let all of their customers
know that you're there!
I mean, you're doing, actually, you're doing them harm,
by not cleaning for them because you're awesome,
and they need you!
The universe needs you to take your awesomeness
with cleaning and to give it to customers
that will deserve you and appreciate you,
so you're actually, by not trying hard enough,
you're actually do them a dishonesty, because they're
sitting there without you, and they need you!
So just go spread your message.
Try flyers, try business cards, you can try 'em all!
I would always say sales letters because it's more personal,
and you can make more of that weaker, emotional sort of
connection, but like again, don't do it and then expect
bam, "Oh, I've now got 50 customers in a day!"
Because it doesn't work like that.
It's planting your seed everywhere and then once
that seed is ready to be sowed, which is when
that customer calls you, that is when you're gonna
actually reap the benefits.
But a plan doesn't grow in a day or two days,
but let's you be proactive, go everywhere,
download my roadmap, all the ways is in there.
Your Facebook page, you can set it up so when people
do go and see, go to your Facebook page
that they can see who you are.
Like, you need a face on there, you know, you need
a video on there that says, "Hi, this is who I am,
"and what can I do for you?" and connect with them
on that emotional level because you'll then stand out.
If they go online, and they look at five different
Facebook pages, and yours has got your picture on there,
which a lot of them don't, and you've got a video
on there saying, "Hi, this is me, this is what
"I can do for you," and you cover a pain point
and connect with them on that emotional level,
who do you think they're gonna choose?
You.
And there are those customers out there that want you
and that need you, so you need to plant your seeds,
get your business ready to stand out from everybody else
because you, like I say, even if you're a better cleaner,
you're never gonna tell anybody you're a better cleaner,
you'll literally just have to stand out,
make that emotional, and I keep repeating myself,
but this is so important, make that emotional connection,
and then you will get to a stage where literally
you'll be attracting them without you even having
to work that hard.
You will start getting that phone ringing off the hook,
and then I would like you to actually leave a comment
in the Facebook group and say, "I've got too many customers!
"I can't cope, I'm fully booked!"
Because that's what I want for all of you,
to get to a stage where your business don't need you
anymore, your business runs on its own,
and you can do whatever you want and not feel guilty
about not spending enough time with your kids,
and you can actually take holidays and enjoy it,
and not worry about your business.
So right, guys, if you've got any more questions,
now's the time.
It's so hot tonight here in the U.K.
I do apologize if I'm a bit perspiring a bit.
Right, guys, so it's lovely.
Thank you very much for your time.
Thank you very much for joining me.
I really appreciate it.
So I will see you in the Facebook group!
See you later!
Bye!
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