{"id":16292,"date":"2025-11-21T08:00:00","date_gmt":"2025-11-21T08:00:00","guid":{"rendered":"https:\/\/www.zenmaid.com\/magazine\/?p=16292"},"modified":"2025-11-18T15:43:03","modified_gmt":"2025-11-18T15:43:03","slug":"premium-pricing-cleaning-business-debbie-sardone","status":"publish","type":"post","link":"https:\/\/www.zenmaid.com\/magazine\/premium-pricing-cleaning-business-debbie-sardone\/","title":{"rendered":"How to Charge Premium Cleaning Prices Without Losing the Sale"},"content":{"rendered":"\n<p><em>By Debbie Sardone, Cleaning Business Coach and Founder of CBF<\/em><\/p>\n\n\n    <div class=\"zm-post-first-section mb-24\">\n        <div class=\"first-section-img-wrapper\">\n            <img decoding=\"async\" src=\"https:\/\/www.zenmaid.com\/magazine\/wp-content\/themes\/zm-theme\/assets\/images\/first-section-img.png\" alt=\"first-section-img\" width=\"40px\">\n        <\/div>\n        <h3 class=\"zm-post-first-section-title mb-10 w-80 w-md-100\">Brought to you by expert maid service owners<\/h3>\n        <div class=\"zm-post-first-section-text-wrapper fs-16 mb-10\">\n            <div>\n                <i class=\"ph-bold ph-check text-primary\"><\/i>\n            <\/div>\n            <div>\n                <div class=\"zm-post-first-section-text\">\n                    <strong>\n                        Tips and advice shared here, have helped us grow our own maid services.\n                    <\/strong>\n                    With eight current and former cleaning business owners in our team, including our CEO and founder Amar, we know the maid service industry inside and out.\n                <\/div>\n            <\/div>\n        <\/div>\n        <div class=\"zm-post-first-section-text-wrapper fs-16 mb-10\">\n            <div>\n                <i class=\"ph-bold ph-check text-primary\"><\/i>\n            <\/div>\n            <div>\n                <div class=\"zm-post-first-section-text\">\n                    <strong>\n                        We partner with amazing leaders in the cleaning industry like Debbie Sardone,\n                    <\/strong>\n                    Angela Brown, Courtney Wisely and Chris Schwab and more, to provide you with the latest industry insights.\n                <\/div>\n            <\/div>\n        <\/div>\n        <div class=\"zm-post-first-section-text-wrapper fs-16 mb-10\">\n            <div>\n                <i class=\"ph-bold ph-check text-primary\"><\/i>\n            <\/div>\n            <div>\n                <div class=\"zm-post-first-section-text\">\n                    <strong>\n                        We\u2019ve built the easiest-to-use scheduling software, built specifically for maid service owners!\n                    <\/strong>\n                    <a class=\"text-primary2 text-decoration-underline\" href=\"https:\/\/zenmaid.com\/\" target=\"_blank\">Check out ZenMaid<\/a>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n    \n\n\n\n<p>I\u2019m Debbie Sardone, and I\u2019ve spent more than 40 years in the cleaning industry helping owners build profitable, self-running businesses that give them freedom \u2014 time freedom, money freedom, people freedom, and purpose freedom.<\/p>\n\n\n\n<p>When I started out, I was cleaning homes out of the trunk of my car. I know exactly what it feels like to work hard, stay broke, and wonder if this business will ever be worth it.<\/p>\n\n\n\n<p>What changed everything for me was realizing I was sitting on a gold mine. I just needed to learn how to tap into it. Once I stopped undercharging and started charging premium prices with confidence, everything shifted.<\/p>\n\n\n\n<p>Today, I run a multimillion-dollar cleaning company that\u2019s 100% self-running, and I get to spend my time teaching other cleaning business owners how to charge premium pricing without losing the sale.<\/p>\n\n\n\n<p>This article is adapted from my presentation at the Maid Summit, hosted by ZenMaid, and it\u2019s for you if you\u2019re ready to finally stop undercharging and start building a business that pays you what you\u2019re worth.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How To Charge Premium Pricing Without Losing The Sale, with Debbie Sardone\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/5Ghf-dwgjic?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n\n\n\n<h2 id=\"heading-1\" class=\"wp-block-heading\"><strong>The Four Freedoms That Drive Me<\/strong><\/h2>\n\n\n\n<p>These are the freedoms I built my business around, and they\u2019re the same ones I want for you:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Time freedom<\/strong> \u2014 controlling your schedule without asking permission.<br><\/li>\n\n\n\n<li><strong>Money freedom<\/strong> \u2014 earning enough to buy back your time.<br><\/li>\n\n\n\n<li><strong>People freedom<\/strong> \u2014 working only with clients and staff who align with your values.<br><\/li>\n\n\n\n<li><strong>Purpose freedom<\/strong> \u2014 doing something meaningful with your success.<br><\/li>\n<\/ol>\n\n\n\n<p>For me, that purpose freedom became <a href=\"https:\/\/cleaningforareason.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Cleaning for a Reason<\/strong><\/a>, a nonprofit that provides free cleaning for cancer patients. To date, we\u2019ve served over <strong>60,000 families<\/strong> through a network of 1,400 cleaning businesses just like yours.<\/p>\n\n\n\n<p>All of that became possible because I learned how to charge what my service is truly worth.<\/p>\n\n\n\n<h2 id=\"heading-2\" class=\"wp-block-heading\"><strong>The 3 Things Every Cleaning Business Needs to Charge Premium Prices<\/strong><\/h2>\n\n\n\n<p>There are three pillars that make premium pricing possible:<br><strong>the right mindset, the right data, and the right structure.<\/strong><\/p>\n\n\n\n<h3 id=\"heading-3\" class=\"wp-block-heading\"><strong>1. Get Your Mindset Right (Know You\u2019re Worth More)<\/strong><\/h3>\n\n\n\n<p>You have to <em>believe<\/em> you\u2019re worth more and decide you\u2019re going to get it.<\/p>\n\n\n\n<p>I call this knowing your <strong>panic number<\/strong>, which is the amount you absolutely must charge, or it isn\u2019t worth being in business.<\/p>\n\n\n\n<p>Too many owners settle for \u201cjust enough.\u201d You can\u2019t build freedom that way.<\/p>\n\n\n\n<p>If others are charging more, why aren\u2019t you? Stop blaming the economy, competition, or cheap players. It\u2019s time to start asking for what you\u2019re worth.<\/p>\n\n\n\n<h3 id=\"heading-4\" class=\"wp-block-heading\"><strong>2. Know Your Numbers (and Back Your Pricing with Real Data)<\/strong><\/h3>\n\n\n\n<p>Guessing is not a strategy. You need facts, not fear.<\/p>\n\n\n\n<p>I recommend a 15-minute competitive audit: a quick exercise that reveals where your rates should actually be.<\/p>\n\n\n\n<h4 id=\"heading-5\" class=\"wp-block-heading\"><strong>How to Do It<\/strong><\/h4>\n\n\n\n<p>Price shop the top-priced franchises in your area. Skip the discount players entirely. Look at the <em>best<\/em> in your market \u2014 the ones with branded cars, strong reviews, and a professional image.<\/p>\n\n\n\n<p><strong>Call and ask:<\/strong><\/p>\n\n\n\n<p>\u201cWhat\u2019s the cost of a four-hour prepaid gift card?\u201d<\/p>\n\n\n\n<p><strong>That simple question gives you their real rate. Then confirm:<\/strong><\/p>\n\n\n\n<p>\u201cIs that per labor hour or per team hour?\u201d<\/p>\n\n\n\n<p>Once you have those numbers, set your pricing <em>at or above <\/em>the highest benchmark.<\/p>\n\n\n\n<p>There\u2019s no advantage to being in the middle. The middle is where JCPenney and Kmart lived\u2026 and where they died.<\/p>\n\n\n\n<p>You can either be the cheapest or the best. And I promise, you don\u2019t want to be the cheapest.<\/p>\n\n\n\n<h4 id=\"heading-6\" class=\"wp-block-heading\"><strong>Efficiency = Value<\/strong><\/h4>\n\n\n\n<p>If you run an efficient solo model \u2014 using proven systems like Speed Cleaning \u2014 you can often charge 8\u201310% higher than competitors using slower team cleaning methods. Your speed and quality are part of your value.<\/p>\n\n\n\n<h3 id=\"heading-7\" class=\"wp-block-heading\"><strong>3. Build the Structure That Supports Premium Pricing<\/strong><\/h3>\n\n\n\n<p>Once you have the mindset and the data, you need the structure to support it.<\/p>\n\n\n\n<p>Because <strong>success is in the structure.<\/strong><\/p>\n\n\n\n<p>When your business is small, you can get by winging it. But if you want to grow, you need systems for pricing, sales, and client retention.<\/p>\n\n\n\n<p>Now, let\u2019s walk through the framework I teach inside my CBF program, the <strong>Premium Price Playbook.<\/strong><\/p>\n\n\n\n<h2 id=\"heading-8\" class=\"wp-block-heading\"><strong>The Premium Price Playbook in Action<\/strong><\/h2>\n\n\n\n<h3 id=\"heading-9\" class=\"wp-block-heading\"><strong>The Legacy Lift Framework<\/strong><\/h3>\n\n\n\n<p>Most cleaning companies underprice their long-term clients. They\u2019re loyal, but their rates haven\u2019t kept up with inflation. That\u2019s where my <strong>Legacy Lift Framework<\/strong> comes in.<\/p>\n\n\n\n<h4 id=\"heading-10\" class=\"wp-block-heading\"><strong>1. Timing<\/strong><\/h4>\n\n\n\n<p>Raise prices every <strong>12 to 18 months.<\/strong><\/p>\n\n\n\n<p>I prefer raising on the client\u2019s anniversary date instead of doing one mass increase in January. The smaller, individualized approach feels personal and manageable.<\/p>\n\n\n\n<p>The only time to raise prices across the board is during a crisis, like when fuel prices spike or supply costs surge.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> ZenMaid\u2019s <a href=\"https:\/\/get.zenmaid.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">celebration feature<\/a> makes it easy to automatically keep track of client anniversaries!<\/p>\n\n\n\n<h4 id=\"heading-11\" class=\"wp-block-heading\"><strong>2. Messaging<\/strong><\/h4>\n\n\n\n<p>Keep your message short, confident, and benefit-based.<\/p>\n\n\n\n<p>Don\u2019t over-explain or make excuses \u2014 that puts you on defense. Instead, reaffirm value.<\/p>\n\n\n\n<p>\u201cTo ensure top-tier pay for top-tier staff and maintain your million-dollar insurance coverage, your new rate will begin next month.\u201d<\/p>\n\n\n\n<p>Make it about them: for example, safety, quality, consistency, not about your bills.<\/p>\n\n\n\n<h4 id=\"heading-12\" class=\"wp-block-heading\"><strong>3. Follow-Up<\/strong><\/h4>\n\n\n\n<p>Monitor your cancel rate for 30 days after a price increase.<\/p>\n\n\n\n<p>If someone cancels, pick up the phone. Offer a win-win option like:<\/p>\n\n\n\n<p>\u201cWe can extend a 5% discount if you prepay for the year by check.\u201d<\/p>\n\n\n\n<p>You save on merchant fees, and they feel like they\u2019re getting a deal.<\/p>\n\n\n\n<h4 id=\"heading-13\" class=\"wp-block-heading\"><strong>4. Cautions<\/strong><\/h4>\n\n\n\n<p>Don\u2019t wait years between increases. The longer you wait, the steeper the jump \u2014 and the higher the risk of losing clients.<\/p>\n\n\n\n<p>A 3\u20135% increase barely registers for most customers. If it\u2019s been years, you might go up 6\u20138%, even 10% at the most. Beyond that, it\u2019s often better to let unprofitable clients go.<\/p>\n\n\n\n<p>And never raise all at once. Do it in small batches of 5\u201310 clients so you can manage replacements if needed.<\/p>\n\n\n\n<h4 id=\"heading-14\" class=\"wp-block-heading\"><strong>5. Raise New Quotes Immediately<\/strong><\/h4>\n\n\n\n<p>If your market audit shows you\u2019re underpriced, start quoting the new rates <em>tomorrow.<\/em><\/p>\n\n\n\n<p>Don\u2019t wait to \u201ccatch up\u201d your legacy clients. Every new lead should get your current market rate right away.<\/p>\n\n\n\n<h3 id=\"heading-15\" class=\"wp-block-heading\"><strong>Attrition Break-Even Math<\/strong><\/h3>\n\n\n\n<p>Want to know how many clients you can afford to lose and still break even after a price increase?<\/p>\n\n\n\n<p>Here\u2019s the simple rule:<\/p>\n\n\n\n<p><strong>The percentage you raise \u2248 the percentage you can lose and still break even.<\/strong><\/p>\n\n\n\n<p>If you raise prices 4%, you can lose roughly 4 clients out of 100 and still come out even.<\/p>\n\n\n\n<p>And remember, clients who weren\u2019t profitable to begin with don\u2019t count. Losing them actually makes you money.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> Don\u2019t raise prices on unhappy clients. Fix service issues first, then increase later. The smaller the change, the less likely they\u2019ll act on it.<\/p>\n\n\n\n<h2 id=\"heading-16\" class=\"wp-block-heading\"><strong>The Flip and Keep Framework: Winning at Premium Pricing<\/strong><\/h2>\n\n\n\n<p>Premium pricing isn\u2019t just about what you charge. It\u2019s about <em>how<\/em> you sell.<\/p>\n\n\n\n<p>That\u2019s where my <strong>Flip and Keep Framework<\/strong> comes in \u2014 the three phases of a high-converting sales call.<\/p>\n\n\n\n<h3 id=\"heading-17\" class=\"wp-block-heading\"><strong>The Three Phases of Every Sales Call<\/strong><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Intro:<\/strong> Warm greeting, prequalify, needs assessment, gather data.<br><\/li>\n\n\n\n<li><strong>Triage:<\/strong> Pivot to your value positioning script.<br><\/li>\n\n\n\n<li><strong>Close:<\/strong> Quote confidently and ask for the sale.<br><\/li>\n<\/ol>\n\n\n\n<p>Most owners and sales teams skip the middle phase and that\u2019s the one that makes or breaks your price.<\/p>\n\n\n\n<h3 id=\"heading-18\" class=\"wp-block-heading\"><strong>The Value Positioning Script<\/strong><\/h3>\n\n\n\n<p>This is the \u201cmoney shot.\u201d<\/p>\n\n\n\n<p>You must <strong>sell value before you drop the price.<\/strong><\/p>\n\n\n\n<p>If you quote first, clients have no reason to see the difference between you and the cheapest company in town.<\/p>\n\n\n\n<p>Here\u2019s what my \u201cAbout Us\u201d script sounds like at Buckets &amp; Bows Maid Service:<\/p>\n\n\n\n<p>\u201cBuckets &amp; Bows has been serving homes since 1984 \u2014 over four decades of experience. We\u2019re one of the largest maid services in the country, with more than a thousand 4.9 Google reviews.<\/p>\n\n\n\n<p>Safety and trust are at the core of our values. My husband Steve, a retired police officer, and I built this company on integrity. We never cut corners when it comes to hiring or training.<\/p>\n\n\n\n<p>I\u2019m also the founder of the nonprofit Cleaning for a Reason, which provides free cleanings for families battling cancer. Giving back is part of who we are.<\/p>\n\n\n\n<p>Our cleaners are full-time, long-term employees \u2014 not temps or gig workers \u2014 which means you get the same trusted faces every time.<\/p>\n\n\n\n<p>We back every cleaning with a 100% satisfaction guarantee and carry full insurance and bonding. And our training program is so strong that other cleaning companies come learn from us.\u201d<\/p>\n\n\n\n<p>That script takes about two minutes. It positions your company as experienced, safe, community-minded, and consistent \u2014 all before mentioning price.<\/p>\n\n\n\n<p>If your sales calls last only five minutes, you\u2019re leaving money on the table.<\/p>\n\n\n\n<p>Winning top-dollar clients takes about <strong>15\u201320 minutes<\/strong> of conversation. People buy from people they know, like, and trust, unless you\u2019re the cheapest. And that\u2019s not who we are.<\/p>\n\n\n\n<h2 id=\"heading-19\" class=\"wp-block-heading\"><strong>Bringing It All Together<\/strong><\/h2>\n\n\n\n<p>To charge premium prices without losing clients, you need three things working together:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mindset:<\/strong> Believe you\u2019re worth more and commit to your panic number.<br><\/li>\n\n\n\n<li><strong>Data:<\/strong> Price shop the top players and position yourself at or above them.<br><\/li>\n\n\n\n<li><strong>Structure:<\/strong> Use a consistent cadence for raising legacy prices and a value-first script for sales calls.<br><\/li>\n<\/ul>\n\n\n\n<p>Premium pricing isn\u2019t a gamble. It\u2019s a ground rule for running a business that pays you what you\u2019re truly worth.<\/p>\n\n\n\n<p>Stop apologizing for your rates. Raise them, keep them, and own them. Because greatness never goes on sale.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 id=\"heading-20\" class=\"wp-block-heading\"><strong>Quick Reference: Common Pricing Questions<\/strong><\/h3>\n\n\n\n<p><strong>How often should I raise prices?<\/strong><strong><br><\/strong> Every 12\u201318 months, ideally on each client\u2019s anniversary date.<\/p>\n\n\n\n<p><strong>What should I say when raising rates?<\/strong><strong><br><\/strong> Keep it short and benefit-focused. Reaffirm value. Don\u2019t over-explain.<\/p>\n\n\n\n<p><strong>When should I start charging new rates?<\/strong><strong><br><\/strong> Immediately. All new quotes should reflect your current market rate.<\/p>\n\n\n\n<p><strong>What if clients say I\u2019m too expensive?<\/strong><strong><br><\/strong> Use your value script before price and pivot confidently in the close.<\/p>\n\n\n\n<p><strong>Is there any benefit to pricing in the middle?<\/strong><strong><br><\/strong> No. There\u2019s no advantage to being average. Be the best, not the cheapest.<\/p>\n\n\n\n<p><strong>Can efficiency justify higher pricing?<\/strong><strong><br><\/strong> Absolutely. If your systems let you deliver faster and better, charge 8\u201310% more.<\/p>\n\n\n    <div class=\"zm-quick-tip d-flex flex-column flex-md-row mb-24 mt-24\">\n        <div class=\"zm-quick-tip-content-wrapper\">\n            <h4 class=\"zm-quick-tip-title mb-12 text-dark2\">QUICK TIP FROM THE AUTHOR<\/h4>\n            <div class=\"zm-quick-tip-image d-block d-md-none\">\n                <img decoding=\"async\" width=\"200px\" src=\"https:\/\/www.zenmaid.com\/magazine\/wp-content\/themes\/zm-theme\/assets\/cta_images\/zm_trial_cta.png\" alt=\"quick-tip-image\">\n            <\/div>\n            <h5 class=\"zm-quick-tip-sub-title mb-12\">Simplify and enjoy your scheduling with a scheduling software made for maid services<\/h5>\n            <div>\n                <ul>\n                    <li>Have a beautiful calendar that's full but never stressful.<\/li>\n                    <li>Make your cleaners happy and provide all the information they need at their fingertips.<\/li>\n                    <li>Convert more website visitors into leads and get new cleanings in your inbox with high-converting booking forms.<\/li>\n                    <li>Become part of a community of 8000+ cheering maid service owners just like you.<\/li>\n                <\/ul>\n                <p>Start your FREE ZenMaid trial today and discover the freedom and clarity that ZenMaid can bring to your maid service! <a target=\"_blank\" href=\"https:\/\/app.zenmaid.com\/sign-up\">Start your FREE trial today<\/a><\/p>\n            <\/div>\n        <\/div>\n        <div class=\"zm-quick-tip-image d-none d-md-block\">\n            <img decoding=\"async\" width=\"200px\" src=\"https:\/\/www.zenmaid.com\/magazine\/wp-content\/themes\/zm-theme\/assets\/cta_images\/zm_trial_cta.png\" alt=\"quick-tip-image\">\n        <\/div>\n    <\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>By Debbie Sardone, Cleaning Business Coach and Founder of CBF I\u2019m Debbie Sardone, and I\u2019ve spent more than 40 years in the cleaning industry helping owners build profitable, self-running businesses that give them freedom \u2014 time freedom, money freedom, people freedom, and purpose freedom. When I started out, I was cleaning homes out of the [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":16295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"How to Charge Premium Cleaning Prices Without Losing the Sale","_seopress_titles_desc":"Debbie Sardone\u2019s cornerstone guide to premium pricing for residential cleaning companies. Learn how to charge what you\u2019re worth using mindset, data, and structure to win top-dollar clients.","_seopress_robots_index":"","footnotes":""},"categories":[98],"tags":[678,711,126,29,387],"class_list":{"0":"post-16292","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sales-marketing","8":"tag-cleaning-business-pricing","9":"tag-cleaning-business-systems","10":"tag-debbie-sardone","11":"tag-maid-service-mindset","12":"tag-tracking-data"},"_links":{"self":[{"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/posts\/16292","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/comments?post=16292"}],"version-history":[{"count":1,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/posts\/16292\/revisions"}],"predecessor-version":[{"id":16296,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/posts\/16292\/revisions\/16296"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/media\/16295"}],"wp:attachment":[{"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/media?parent=16292"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/categories?post=16292"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zenmaid.com\/magazine\/wp-json\/wp\/v2\/tags?post=16292"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}