The following article is based on a talk given by Carrie Knight at the 2019 Maid Summit, hosted and organized by ZenMaid.
Check out full replays of all of the great talks that can help you to improve your home cleaning business at maidsummit.com
Carrie Knight is the owner of Maid Brigade, a home cleaning business in Tampa Bay.
Carrie is doing really well in the cleaning industry these days, but success didn’t come by her easily.
Before she rose to her current status, Carrie went through some things. She had some economy pains, employees stealing from her, and she even went broke.
All this was rough, but she didn’t let go of her dream.
Instead, Carrie doubled down on herself and her abilities to improve her home cleaning business.
With a lot of drive, Carrie bossed up and came through for herself.
She was able to turn her business around, so much so that she now goes by ‘The Cleaning Boss’.
Forget lowering your prices
Competing on price by dropping your rates is the quintessential definition of a lose-lose situation.
Decreasing the money coming in from your services means that the cleaners and the company will be stretched thin, leading to a decrease in quality.
Another thing about reducing prices is that this practice damages the battleground that you and your competition share. Companies who take part in this upside-down world of one-upping end up in a virtual race to last place.
An issue that happens when you lower prices, is that you set an undesirable dynamic with your cleaning clients. These sorts of reductions show them that your services are not good enough to deserve your full-price and you have the wiggle room to decrease them.
“Your offer is what increases the perceived value of your service.” – Carrie Knight
Consider this: Figure out how much you are worth by setting up your prices for profit, and keeping them that way.
Don’t use discounts or coupons
Now your face is probably like:
Discounts and coupons are just another way of lowering your prices temporarily.
As we discussed in the last section, this is no way to increase the profitability of your home cleaning business.
Think like a consumer: when you hold the client role, are you eager to pay more for something the second time you buy?
If you get something at a certain price one time, you expect it to be the same or possibly less the next time (if you are making a deal for a more long-term arrangement).
Rather than providing mark-downs, focus on bringing up your value.
This tactic will show cleaning clients that your maid service has standards; that you – and the client – are worth it.
So, what does that leave us with?
Offer something entirely irresistible
Provide something to your cleaning clients that they can have regardless of purchase.
That’s right, give a gift everyone loves, the kind with no takesies backsies.
A free gift might seem more damaging than a discount at first thought, but nothing will push sales as well as something complimentary.
This strategy, when well used, has been known to be extremely successful.
Many money-making phone companies give away phones with the purchase or extension of a contract.
It’s not just phone companies that benefit from this game plan though.
Many hotels will often come equipped with things like a free gym, free happy hour, free wifi, etc. in order to keep their rates at a certain level.
Doing these things, like providing a free service or gift, represents nothing in the grand scheme of things.
Plus, they make clients happy, and you always want your cleaning clients to feel this way with you.
Think about some things around the home that people hate to clean, or seem like a big chore.
If you’re stuck, here are some ideas:
Another option is to look around at what the competition is offering. Use their promotions for your brainstorming ideas.
“No matter what you decide, the customer should feel like they won.” – Carrie Knight
This article is based on a presentation given by Carrie Knight at the 2019 Maid Summit. The summit was hosted and organized by ZenMaid.
Check out full replays from talks given by Carrie as well as 40 other maid service industry experts at maidsummit.com
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