Competition : There are a few things you need to keep in mind for running any type of business. Let’s say you just started a new carpet cleaning business and want to grow.
First know your limitations and what you’re good ad. That will be the biggest difference between you and carpet cleaners.
Let’s say that since you’re just starting out and can only afford the smallest carpet cleaning machine on the market. How can you stand out from other professional carpet cleaners that have larger more powerful machines?
When advertising say that you have a smaller machine that can get into the hard to reach places, and that they won’t have big hoses running throughout the house…
Clean your own house and take some pictures of your house before you clean the floor and after you clean the floor. Do some test areas to make sure you know what the carpet looks like before and after you’re done cleaning, and take pictures of it.
Always look over the carpet before you start and tell the customer that you will only be able to remove 60% (or whatever you think you will be able to remove with your machine) of the stain before you start. That way you don’t give false expectations. This way customers can trust you, and if you get the stain 90% out, you have a happy customer.
Play into your strengths when advertising and avoid the customers that play into your weakness. By doing this you will keep your customers happy and coming back.
Within your advertising say tell your prospects what you can do. Be specific on what you specialize at.
Also be sure to include what you can’t do. Explaining what you can’t do may be one of the most important things you do when advertising. Being up front with people is the best thing to do, so you don’t waste your time on the phone or email, dealing with prospects that you just can’t help.
Stay away from using the words best, lowest price, will beat any price, locally owned. These are the most common words most business use, thinking that they are power word that will trick the prospect into thinking that you’re really the best carpet cleaner around. It will not work, other business have been using those words for years and they have lost all their power.
Instead learn the words your current customer use, and start putting their words within your ads. This will be the most powerful ad copy you can write.
At the end of each job ask the customer how often they would like their carpets cleaned, set them up on a reoccurring schedule, so you can come back in 6 to 12 months and clean their carpeting again.
And ask for testimonials so you can show others potential customers. Testimonials can be very powerful for new prospects to see.