How to Close More Sales and Double Your Average Job!
Plus… How to Get Your Employees to Provide the Most Outstanding Service Experience EVER!
Dear Friend and Fellow Carpet Cleaner,
Could your presentation in the home be better? If you have technicians, are they providing the absolute best presentation they could? What about your company’s add-on sales? Are you selling as much carpet protector as you want? What about other add-on sales such as tile & grout, upholstery, or area rugs?
When you or your technicians show up on the job-site, does the experience meet or exceed the customer’s expectations? Does it match what was presented over the phone (assuming that the phone presentation was any good)? Are your techs really providing the most outstanding service experience ever?
The “Proof” is in the Pudding
A group called the “Y2 Marketing Group” says that a company has an “outside perception” and an “inside reality”. In other words, your outside perception is what prospects think about your company. Your inside reality is what your service is really like. Does your outside perception and your inside reality match?
No matter how good your phone presentation may be, clients judge you by what actually happens on the job-site. They may not believe everything you tell them on the phone, but what you actually do on the job-site tells it all.
Did You Know that You Can “Assign” a Higher Value
to Your Company?
Let’s face it. The carpet cleaning industry doesn’t enjoy the best reputation. The mental image of a carpet cleaner is not a very good one in most people’s minds. I was on a plane one time sitting in First Class. The lady next to me was a buyer from Nordstrom Department Stores. The outrageous customer service Nordstrom provides is legendary. Like the time a guy wanted to return a set of tires he had for several years. Nordstrom took the tires back. What’s so special about that?
They don’t sell tires!
Wow. Imagine that. Even though the salesperson may not have known it, the location where the store was located used to be a tire store, so the customer wasn’t exactly crazy. The point is that a potential client is so important and so valuable, Nordstrom is willing to go to whatever measure to satisfy.
I decided to ask this buyer from a legendary customer service firm, what her mental image of a carpet cleaner was. She said “a guy in a green jump suit with a name patch on it”. The image that she projected was nowhere near the image you want her to have. You want to be seen as a “cleaning consultant”.
So, how do you change that mental picture? By “assigning” a higher value to your service. By changing the mental picture to one that is worth a whole lot more.
Jim Bardwell who was one of my key employees for eight years did a presentation at one my Round Table Events under the title “Assigning a Higher Value to Your Service”. Based on a survey we did where customers told us most carpet cleaners they knew (not including us) were worth about $49.95, he said imagine that there is a calculator on your forehead (funny, huh?), and each time you do something special, the calculator adds to the figure. He said “your goal is to have that calculator displaying a figure that is well above what you charge. If you do that, people will always feel they are getting value”.
What value have you “assigned” to your service?
Is your In-Home Client Experience the best it could be? If you answered “yes”, then you need this program more than anyone. Why? Because anyone who is committed to outstanding service is NEVER satisfied with how it is. It can ALWAYS be better.
“The Lifetime Value of a Client” = $72,000.00!!
How much is your client worth? No, I’m not talking about how much he or she spent on their cleaning job. How much are they worth over a lifetime? We have calculated that a lifetime client can potentially be worth over $72,000.00 when you factor in the referrals that she can give.
Seventy two THOUSAND dollars!!!
That’s how much potential value a client has over a lifetime! Wow! If you don’t keep that repeating and referring client, what happens to the lifetime value? It’s gone forever!
I teach my staff that every client is potentially worth $72k and to imagine a big price tag on the front door that says “$72,000.00.
You don’t want to take a chance of losing someone that may be worth $72,000.00 do you?
Don’t take that chance. Make sure that your On-Site Client Experience is the best it can be.
“Work is Theatre and Every Business is a Stage”
One of the values we live by at my company is “Work is Theatre and Every Business is a Stage”. This concept comes from a book called “The Experience Economy”. It shows how delivering a total “experience” rather than just a good service commands a higher price and produces loyal clients.
The book is all about how a theatre production is put together. The set, the props (your marketing materials, vans, etc.), the cast members (your employees), the costumes (uniforms), the scripts (what your employees say) is all planned and practiced in advance to create the ultimate experience.
If your employees don’t have step by step procedures for providing that, it WON’T happen by accident!
“How Are Your Add-On Sales?”
There is another quote that I really like a lot. It says “Healthy Sales Cure Almost Every Other Business Evil”. A business “evil” is anything in your business that keeps you from moving ahead. For example, if you can’t pay your bills, that’s a business “evil”.
If you want to purchase additional equipment, but you don't feel you can afford it, that’s a that's a “business evil”.
If your overhead is too high, that’s a business “evil”.
What’s the one thing that can overcome all these business “evils”?
Increased sales my friend! If your technician wants a raise, but you don’t want to “pay more for the same results”, show him how to make more sales!
Practically the only business problem that more sales can't fix is selling your service below cost. Otherwise increasing sales is the NUMBER ONE WAY to make more take-home profit.
That’s the good news.
Here’s the bad news…
Sales opportunities are being SQUANDERED in your business EVERY DAY!
That’s costing YOU major profit!
Every time your sales person doesn’t offer additional services it costs you money. Every time a sale is not closed, it cost you money. If you don’t present your services in the right way, it cost you money!!!
How much money are you losing each time a sale is squandered?
Well, let's take a look... If you (or your people), miss just $50.00 per day in sales it adds up to a HUGE amount of money. $50.00 per day is just a little bit of carpet protector or cleaning a Lazy Boy. Although fifty dollars a day doesn’t sound like much at first blush, let’s take a look at how much that is over a month’s time…
Let's say there's 25 working days in a month. 25 days x $50.00 per day = $1250.00 per month.
That's a whopping $15,000.00 per year, and that's only one truck!
If you have multiple trucks, you could be losing more than a hundred thousand dollars!!!
Stop the Bleeding! Get the Phenomenal Profits!
In-Home Sales System
My company sells over $2 Million in high end cleaning services each year. In this system, you will learn the proven system my company uses.
Some of my technicians have as much as $5,000.00 in add on sales in 1 week! (without pressure selling - that's not allowed in my company).
The In-Home Sales System Includes…
The Same On-Site Sales System My Company Uses
to Get an Average of 62 Cents Per Square Foot
In this system you will get a complete on-site marketing package that assigns a higher value to your service. This on-site package includes everything you or your technician needs to make a powerful presentation and make an abundance of sales in the home.
Making a great impression and having great marketing materials on the job-site is key to providing the client with the most outstanding service experience. You will get my newest Client Profile Sheet. This is truly the best “inspection” sheet you have ever seen! You will be able to use this form to educate your clients on pre-existing conditions and record room sizes.
Next you will have a Special Report on the Filtration Soiling and Urine Soiling. Two of the most common things that are misunderstood by the client.
In this package is a “Sales Sheet” for each service: 12 Step Carpet Cleaning Program, 12 Step Upholstery Cleaning Program, Tile & Grout Cleaning, Oriental Rug Cleaning, and Drapery Cleaning.
Plus…you get my “Carpet Protector Report” that makes my company thousands of dollars every week on carpet protector!
This report alone is worth the investment of the entire package. Why? Because it shows the client exactly why they should get protector. It educates them about the stain resistance that is in the carpet, how it is removed, what happens if it is not reapplied, and the benefits of doing so. It practically sells the carpet protector for you! It’s included in the In-Home Sales System.
It’s Called “Education Marketing”
Also included in this program are what we call “Care Sheets”. These powerful reports show your client how to care for their carpet, upholstery, floors and rugs. By educating your clients, you position yourself as the cleaning consultant rather than just a carpet cleaner. Here’s a little hint: Consultants get paid more than cleaners!!
4 Full Color Flip Charts on CD
We have even created PowerPoint® Presentations to use in the home. No laptop necessary. Instead, just have the slides printed on a good color printer and put them in binder. Presto! Even a new technician is presenting like a pro! These materials do the selling for you!
There are four flip charts in all...
- The 12 Step Carpet Cleaning Program
- 7 Principles of Upholstery Cleaning
- Why You Should ALWAYS Get Carpet Protector
- Tile & Grout Cleaning
When one of my members, John Browning used the flip chart for the first time, he got 3 pages in and the client stopped him and said “I’ve seen enough. You have the job”. The job was $800.00! She was later talking on the phone to her husband and said to him “You won’t believe it, this carpet cleaner is using a PowerPoint® Presentation! Now he never leaves home without it!
Powerful Demonstrations
Someone once said “a presentation without a demonstration is just a conversation!”. You and your technicians will learn several powerful demonstrations for selling carpet protector and other services.
The Carpet Cleaner’s Dress Code
Have you ever wondered what the “right” uniform is? What do the high end “consultants” wear? In this program, I have a dress code for the technician, the “estimator” (we don’t call them estimates, but you get the picture), and my “Superman” dress code for outside sales.
Checklist of Tools and Gadgets
Also revealed is the gadgets you want to have in your kit to impress the client. Remember that you are wanting to increase the value and reassign it to a higher level. These cool gadgets help you get there.
My Proven Pricing System
You get a sample price list from my company and you will learn the pricing method we use. Just follow the simple chart and anyone can price this way.
Step-by-Step Instructions from the Introduction at the Front Door to Booking the Job
You and your technicians will have a complete, step-by-step guide including exactly what to say. The same system that we use in our high end company and that is used in my highly successful member companies around the country.
The “I’m Sorry” Wax Card
Have you ever gotten clothing back from the drycleaner and noticed a little tag on the hanger with a little frowny face that says “I’m Sorry”. And it goes on to say that there are some permanent stains left behind and that further attempts would possibly damage the fiber. When I saw that hanging on my clothes, I thought “We have GOT to get those for our company! So, I ordered wax coated tent cards that we leave for the client if they are not home. You have got to see this. A sample is included in your package.
My Proven Up-sell Presentation
In this program, you will get a PowerPoint® presentation that shows your technicians the value of add-on sales. In fact, it shows them that not offering up-sells is doing the client an injustice! In the presentation, I prove the case that if you do not make a “professional recommendation” (no pressure selling – we don’t allow that), then the client will either suffer the eventual loss of her valuable flooring investment to a lack of maintenance, or your most despicable competitor will be in her home providing the service for her. In either case, you lose.
My Proven 7 Step Sales Presentation
In this program, you will learn how to implement the 7 proven steps in a sales presentation. A structured, planned presentation always outsells an off the cuff presentation. These 7 vital steps lead your caller to the only obvious choice: Choosing you at the highest price. Assuming you are generating prospects who aren’t just price shoppers, this presentation will show you off as the high end choice.
This system has been developed over a 24 year period and is based on years of studying the world’s top sales trainers.
How to Use How the “Referral Source” Secure the Sale
In this program, you will learn how to use “how the prospect was referred” to gain insight into their motivation for calling you. Have you ever wondered why people chose you rather than someone else? You will learn how to find that information out in this program.
How to Connect with Your Prospect in a Way they Will Feel “Wow, these people really understand me!”
Consumers that have had carpet cleaning have experienced the Bait and Switch carpet cleaners, and the “Price Merchandisers”. You will want to show them quickly and precisely that you understand what they have gone through. In this program, you will learn a simple technique to accomplish that very quickly and easily.
How to Build Your Credibility
I have developed a proven way to position yourself and your company as the “textile care consultant” (learn more about that in the Fast Track Marketing & Advertising System). By using the right words, and having the right presentation, your prospects will immediately recognize that you are a quality cleaning firm. This is a system that can be delivered by anyone answering the phone, even if they don’t have any carpet cleaning experience! Early in the call, you establish your credibility and get your prospect focused on something more important than price. In this program, you will learn the exact word-for-word scripts!
How to Properly Interview the Client
In this program, you will learn the most important questions to ask your prospects. There are certain questions to ask that will uncover their real and perceived needs. The answers to these questions will help you make more sales both on your primary service (such as carpet cleaning) and your secondary services (such as carpet protector). Find out the right ways to answer these questions.
How to Find their Unique Problem
Did you know there are 6 different reasons that people clean? Did you know that every single person that calls you feels like their situation is unique? Did you know that finding out what that is can have a dramatic impact on the number of closings?
How to Share the Unique Solution
You and your staff will learn how to use my proven sales message and my 12 Step Cleaning Program to outline the solution and attach it to their “Unique Problem”.
How to Quote the Price – Avoid this HUMONGOUS MISTAKE!!
Did you know that just quoting the price the wrong way can cost you a sale? Especially if you have employees booking jobs for you. Teach them this simple process of how to quote the price that has been proven to increase the “yes” factor! There is a right way and a right time to quote the price. There is a wrong way and a wrong time to quote the price. In this system, you will discover which is the right way and the right time
How to Overcome Price Objections
If you implement the 7 Step Sales System properly, the only objection that will remain is “price”. In this program, you learn 4 proven ways to overcome price objections. By overcoming that objection, you take away the one and only reason that would keep them from buying from you.
How to SELL the Most Outstanding Service Experience EVER!
On this DVD presentation that was recorded at one of my Round Table events, reveals the proven steps of making a powerful presentation. I have presented all over the world as a professional speaker and have sold millions of dollars in cleaning services as well as information products, and joint-venture deals. I think I know “just a little bit” about making a presentation. Follow the steps in this presentation and you will be presenting like a pro! The better your presentation, the more sales you make!
How Much Would It Be Worth to if You Closed Just One Additional Job Each Day?
Having the Inside Sales System implemented in your business could easily help you close just one more job a day. If your job average is $200.00, that would be $1,000.00 per week. That’s $52,000.00 per year!!!
Close one additional job and it’s paid for! And you will have this system to use in your business for the rest of your business career.
Sincerely,
Howard Partridge
Howard Partridge
President
Phenomenal Products, Inc.
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