The when and why companies choose cleaning companies are worth considering from several perspectives. They are worth examining for marketing reasons, if you know when and why companies are looking to change or choose a cleaning company you will be in an excellent position to offer your services, timing being everything. The other side though and just as importantly is client retention, if you know when and why companies are considering changing then maybe, just maybe, you may well be able to do something to prevent it happening.
So, what are the 3 fundamental reasons why companies look to change?
In our experience they are
1) They are moving (or have recently moved) into new premises
2) They are unhappy with their existing cleaners
3) They are looking for ways to reduce the cost of their cleaning contract
There may well be other equally valid reasons, but we will concentrate on these reasons for now.
If you know why a company is looking to change and when you can target your marketing accordingly. How would you know why and when? Well there are many ways, mainly all involving communication. If you can have open as many portals of communication as possible you can use those to gain valuable insight. Use facebook contacts, linked in contacts, follow tweeters, pick up the phone regularly and keep up to date with previous and existing contacts, send out newsletters aimed at reminding potential clients that you offer services they may require at a certain time and keep doing this until it becomes that certain time. Of course advertising is the other way of showing you can provide what someone else requires, for this you need to target and know your market, do your research and it will pay dividends.
The other perspective and in many ways the more interesting way of looking at the why fors is client retention. Many marketers and commenters have noticed the switch from actively searching new clients to offering great customer service and retaining clients by making sure you not only provide what they are looking for but go beyond this which will in turn lead to new referrals.
There is nothing particularly new in this, we here at ICS have been doing this for a long time and we keep looking to reinvest to keep delivering superior service. However the payback for offering amazing customer service is not only client retention – you should have knocked out 2 of the 3 above reasons if you are, is also the client may not only look at price but may look at value as well. In an extremely price competitive market offering value as well as being cost effective is what clients are looking for.
If you can work out the reasons why clients change cleaning companies and deliver amazing customer service you will tap into the new social element of the web, referrals. Who do most people buy from, people. Its a cliche but it still holds true – if you are getting great reviews and recommendations by providing great service and going out of your way potential clients will start coming to you when looking to change.