4 steps to emotion-based marketing for your house cleaning business

March 19, 2020 in Marketing, Sales & Marketing

Last Updated on August 24, 2023 by The ZenMaid Team

Emotional Selling: How to increase your sales with raving fans!

Get a pen, notebook, or blank Google document PRONTO, because you don’t want to miss everything we’re about to share from Tim Croll’s presentation. In today’s article, we’re unpacking emotion-based marketing to help you increase sales in your Maid Service and create lifelong customers. Emotional selling teaches you:

  • How to create an Emotional Sales Funnel (ESF) for your Maid Service
  • How emotional selling increases your sales
  • How to develop a genuine connection with your cleaning clients
  • How to connect to your customers’ “pain points”
  • How to understand your product or service
  • How to develop raving fans of your home cleaning business

So, what is emotional selling? Chances are you’ve heard this term even if you don’t know what it means. We’re here to help you out. Emotional selling is the act of attaching an emotional connection to your service or product. This is how you increase your sales through loyal customers.

In order to scale your maid service, you need to understand what your customers’ emotions are. At the end of the day, you want new customers to say, “Sign me up! Take my money! I already love your service.”

Why should you look toward emotional selling for your business? We’re glad you asked. There are TONS of reasons, but the top ones are:

  • You will increase your close percentage
  • You will create a loyal customer base. 

The key to a successful business is knowing what your clients care about and what their pain points are. When you figure this out, you’ll have a competitive advantage over other cleaning businesses in your area. So, what do you need to do to get there?

The four stages of emotional selling

Let’s take a look at the four stages of emotion selling. Here’s a quick overview: 

  1. Establish a relationship with your cleaning client based on a commonality.
  2. Establish you/your maid service as the trusted expert
  3. Focus on what makes your cleaning business different.
  4. Understand the emotional and logical value your cleaning service fulfills.

Let’s pause here and take a moment to think about your best and worst clients…

Some people are difficult to deal with, and others are absolute gems, right? If you use these four steps, you’ll naturally retain your favorite customers and weed out the ones that give you a headache at the end of the day.

Now let’s dive a little deeper into these steps to learn how to apply them to our daily business tasks.

Step 1: Establish a relationship with your cleaning client based on a commonality

Auto dealers, real estate agents, and other salespeople know how to sell their products for a high price. Why? Because they establish rapport with their customers.

As a cleaning business owner, you need to establish a commonality between you and your client. The cleaning industry is different from a Toyota dealership, but there’s still quite a bit of overlap when it comes to selling.

Next time you enter a potential client’s home, look around and try to find some commonality between you and them. Then, strike up a conversation about it. If you notice a book laying on a coffee and you read the same novel a few months ago, bring it up in conversation. Or, perhaps you see a family photo on the wall of their daughter who plays basketball. Talk about your favorite team for a few minutes. Use the clues around you to start a conversation that will lead to a closer bond. 

When you share a laugh or get your cleaning client to share a personal story, you’ve succeeded in the first part of this step. This bond may happen in a matter of minutes or you may need to work on it over a few weeks.

Businesses have evolved in the past few decades, especially in the last few years. Yes, people still care about the product itself. But now, people want to spend their money on businesses that provide a good culture. Find a commonality and the rest will follow. 

How do you know that you’ve begun to establish a commonality connection?

  • You share a good laugh about something (not just a courtesy laugh)
  • You get to the level of deep and personal sharing
  • You listen to them
  • You embrace who you are (you’re an expert in the cleaning world, now act like it!)
  • You show them that you are transparent and authentic (integrity is everything here)

Step 2: Establish your Maid Service as the trusted expert

As you know by now, integrity is HUGE! Your customers need to know that they can trust you with everything. After all, you and your employees have access to their homes. 

Mahatma Gandhi said, “The moment there is suspicion about a person’s motives, everything he does becomes tainted.”

Your clients trust that you are a reliable expert in your field. The fact that you run your own business, you help clients, you’ve built a positive work environment, and you’re here on ZenMaid Magazine trying to learn more, shows that you are a credible business owner. 

Remember: Trust is hard to gain but easy to lose.

Has anyone close to you, such as a family member or friend ever broken your trust before? If so, you know it hurts and it takes a LONG time before that person can win back your trust, if at all. The same is true in the cleaning industry.

Step 3: Focus on your value: its features and benefits 

Clarity is everything when it comes to your business. If you still have your pen and paper handy, jot down;

  • The features and benefits you provide with your cleaning service
  • How you are different from other maid services in your area
  • Your unique selling points (also known as your unique selling proposition)
  • What your ideal client wants

It’s a good idea to make sure that you can easily verbalize how your cleaning services are different from the competition. Be sure that your team can also easily explain these unique selling points when they are in clients’ homes. You and your employees need to have the same mission and objectives if you want a cohesive team.

On your piece of paper, connect the dots between the pain points of your ideal customer and what you provide. Use these and focus on them.

Step 4: Establish the emotional and logical value of your cleaning service

This step teaches us how to attach an emotion to the service you already offer.  

What exactly does this mean? In the sales world, we like to concentrate on these five key emotions

  1. Fear: As you already know, fear sells faster than anything else. Even outside of the sales world you can see the fear sells. Politicians use this tactic at every election. “Vote for me or else ____ will happen.” For clients, a fear of a mess or pests will cause them to purchase your services. (Please keep in mind that fear marketing to exploit trauma to lead customers to action is not ethical. Be mindful of this and steer clear!)
  2. Security: Your clients need to know that they are secure within your business before they take the plunge.
  3. Excitement: When Apple comes out with a new device, enthusiastic people will stand in long lines for the chance to buy the latest technology. They’re excited about it. Can you provide any incentives or motivators to get your clients excited like Apple does? Of course you can — you just need a little creativity. Yet again, get out your notebook and write down a few ideas.
  4. Opportunity: Show your clients that your business is the best way to solve their problems. Give them an offer that they don’t want to pass up. 
  5. Perceived Convenience: Make it easy for your clients. Why do you buy a candy bar at the checkout counter? Because it’s easy and it happens to be right in front of you. Apply the same principles to your business. Show your customers that their life will be easier with your services. Plus, your website is so easy to use that they can schedule an appointment or get a quote within minutes.

Wrapping up

As we wrap up, it’s important to remember that your customers need to know that they can afford your services. You can do everything right on the emotional side of sales but if your customers can’t logically justify the cost, then you’ve lost out. If pricing is an area you struggle with, you might find this next article helpful. 

Using this system to build authentic trust based on commonality and establishing the emotional value of your service will help attract the ideal clients to you. So whether you’re selling a $100 service or a $10,000 service, emotional selling is a proven method to increase sales AND build a clientele of raving fans of your maid service. 

If you found this article helpful for your maid service, you may also like:

To hear Tim Croll’s full talk from the Maid Summit, click here

About the presenter

Tim Croll is a life-long entrepreneur and ‘business adventurist’ who has spent his life developing his sales and marketing skills, including the perfect marketing plan for your cleaning company. He discovered his love of selling when he started his first business venture at the age of 11 selling vines from the local woods to his neighbors. Later in his professional career in the home service industry, he discovered the art of emotional selling and how using it increased his sales exponentially. You can visit Tim’s website for business growth and learn more about his story right here

This talk first aired at the 2019 Maid Service Success Summit.

The Maid Summit is an annual online event that brings together the most successful leaders in the cleaning industry, like Debbie Sardone, Angela Brown, Courtney Wisely, Amy Caris, Chris Schwab and more. Get free access to masterclasses and workshops that will help you to grow, scale and automate your cleaning business so you can get more leads and create more profit. Make sure you’re on our email list to find out how to get free tickets to the next event.

You and your maid service deserve a little peace and quiet. Try ZenMaid for free today!


Amar is the founder and CEO of ZenMaid Software, Inc. He started and ran Fast Friendly Spotless, a maid service in Orange County, CA. With the help of customized software to automate work he successfully operated the service in under 30 minutes per day. He created ZenMaid scheduling software to help other maid service owners do the same.

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