Carpet Cleaners Coach

I saw an interview recently with a business owner who is making the same mistake that so many carpet cleaners are.

This owner was running a small restaurant, and her costs were increasing rapidly BUT she wasn’t putting her prices up. Sounds familiar?

Some of her costs had doubled (cost of eggs) although she had managed to source them cheaper elsewhere.

And she said that she had run the business for two years but had not yet taken a wage out of the business.

But here’s the thing…

She was asked why she hadn’t put her prices up and this is what she said in reply…

She was afraid that she would lose all her customers that she had worked so hard to get… even though she is earning no money.

Now that’s business suicide because if you don’t have margins and profit you don’t have a business.

And that of course is exactly the same as so many carpet cleaners… frightened to put prices up in case they lose all their customers even though they may not be earning much money. I saw a post on Facebook recently where a carpet cleaner said he hadn’t put his prices up for over five years! This is not uncommon. What that really means is that he’s earning less now than he was five years ago because of inflation.

But did you know that a typical carpet cleaner can raise prices by 20% and lose 25% of their customers and still have the same profit?

Now if you want to find out more about pricing go to success4carpetcleaners.com/gethigherprices

Go to coaching.success4carpetcleaners.com/courses/maintenance

Enter the code 39

Go to coaching.success4carpetcleaners.com/courses/maintenance

Enter the code 39

Go to coaching.success4carpetcleaners.com/courses/maintenance

Enter the code 39

So what’s the best way for carpet cleaners to get work in?

Many swear by Facebook advertising… others favour Google Ads.

Still others absolutely will not advertise using either of those methods because of the price shoppers that they often result in.

And of course, if you are only using ONE method of getting customers you can be held to ransom by them.

As Dan Kennedy says…. The worst number in business is ONE

And many had problems in the past when Google changed its algorithm and Facebook changed the way that everything appeared in its free newsfeed. Suddenly work dried up.

So it’s good to have more than one way of getting customers.

So what I favour is a good flyer that is hand delivered to homes that you want to work in.

Now what is a good flyer?

Well, it’s NOT what many carpet cleaners put out…which is their company name at the top with a price list and a phone number at the bottom.

So what makes a good flyer?

Well all advertising is simply salesmanship multiplied.

So think what you would say to a prospect if you had them in front of you… then put into media (in this case a flyer)

Some of our best flyers have simply been a printed letter with a good headline, good benefit driven copy, an offer and a deadline. As simple as that.

And the real advantage of a good flyer is that YOU are in control.

And you can choose the types of homes your customers live in (which is a good indicator)

And you can’t be held to ransom by the shifting whims of Google & Facebook.

Reason 3. Marketing by Price

Trying to sell carpet cleaning based on cheap price is quite simple a ‘race to the bottom’. The problem is that there can only be ONE lowest price. If you’ve got deep pockets and don’t care if you lose money short term you can put your competitors out of business…until someone cheaper comes along. (and they will!). There’s no value in a marketing message that says “we’re second cheapest”

If you can’t be the cheapest, why not build your business to be the most expensive?

Everyone is trying to be cheaper but hardly anyone is trying to charge higher prices by giving greater value. At least you’ll have a message to promote.

But once you know who you’re trying to reach and what message they will respond to, it’s so much easier.

Reason 2. Advertising Like Big Corporations

Big businesses typically do ‘image’ or ‘branding’ type advertising focusing on their company name or logo hoping that when the time comes the customer will remember them. But this is very expensive and cost prohibitive for a small carpet cleaning business. (Coca-Cola’s budget is around four billion dollars!). And sometimes large corporations advertise to impress shareholders or for some other purpose. And does it work? …who knows, is the simple answer?

Here’s what YOU need to do…

1. Identify WHO your ideal customers are – the ones that you’ll enjoy working with the most, the ones who are the most profitable or who will pay premium prices for high quality work and the customers who will not be a ‘pain in the backside’

2. Find out WHERE they are - do they read certain magazines or newspapers? Do they attend specific events or seminars? Do they live together in a particular area? Are they gather-able together in ‘one place’ so to speak?

3. Get in front of them - once you know who they are and where they are to be found, now you can get in front of them. That might mean setting up a meeting, writing an article, giving a talk, delivering a flyer or placing an ad. But you need to get in front of them in some way.

4. Create attention and interest - your positioning, value proposition and sales argument need to be relevant to your ideal customer (whether that’s budget or premium). You must be able to get their attention and then get them interested and engaged so you can have a conversation with them.

5. Make an offer to them - it could be a free trial offer or a free audit or inspection. Or some other ‘direct-response mechanism’ that causes them to respond to your offer.

Do you have unscrupulous, disreputable, underhand, slippery carpet cleaners in your area? You know the ones… they advertise cleaning 5 rooms for £49, dollars or euros or less… and generally give us all a bad name with their shoddy work. Sometimes putting good carpet cleaners like you out of business.

If you simply don’t know what to do about them and you just have a rant wondering how they can clean carpets for those prices and you don’t want them to put you out of business then this is the FINAL DAY for the course ‘Carpet Cleaners… Get Higher Prices’ where you can find strategies on beating them before they beat you.

Tomorrow this course is £597 but today it’s just £59.70.

Go to https://success4carpetcleaners.com/gethigherprices Be sure to follow the link for the Premium Course at the bottom. Put PRICE90 in the Coupon Code box and click 'Apply Coupon'. It’s now only £59.70 for the next 24 hours. It’ll pay for itself with your first job!

Are you worried about your prices?

In particular that moment when you give the price to your prospective customer thinking that they only choose a carpet cleaning service based on price?

Well carpet cleaning is no different to any other service or product for that matter. There are a range of prices that people will pay based on their perceived value.

Much of the problem with pricing is in OUR head not the customers.

Years ago I used to work out prices based on square footage and if say it came to a little over £300 (here in the UK) I would apply an arbitrary discount to bring it just below the £300 mark

or £200 or whatever…

because I was afraid of how people would react ie. ‘Sticker Shock’

The answer? Be confident of your prices.

Here in the UK we’ve had a tv advert for several years about a premium beer called Stella Artois.

Their slogan is “reassuringly expensive”.

Now of course, they are in competition with many other beers. Their slogan is not “if you want beer done right buy this” or “not the cheapest but the best.” No, they are expensive and are NOT afraid to say it.

Many carpet cleaners are simply afraid of PRICE. That when the customer says “I can buy this cheaper” they’re first inclination is to offer a discount…like I used to.

But…people buy value NOT price.

So instead of dropping the price why not build up the value for the customer and justify the price! And be confident not apologetic for your prices.

How would you like your customers to say “yes they are expensive… but reassuringly expensive”

For more strategies like this…FINAL 2 DAYS… this course to help carpet cleaners get higher prices WITHOUT losing all your customers is on sale at 90% OFF. Go to https://success4carpetcleaners.com/gethigherprices

Be sure to follow the link for the Premium Course at the bottom. Put PRICE90 in the Coupon Code box and click 'Apply Coupon'. It’s now only £59.70 for the next 2 days. It should pay for itself with your first job!