increase your window cleaning business (without spending money)

Increase Your Window Cleaning Business (Without Spending Money) Call for a customergetting strategy session: 02392 160 222

Increase Your: Window Cleaning Business (Without Spending Money)

by Scott Stevens

Copyright © 2013 2015 Skochy Consulting Ltd. All Rights Reserved. www.skochyconsulting.com/canvassingconsult

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Contents Introduction……………………………………………………………………………………………4 Why I Believe DoorKnocking Is Still The Best Way To Get Good Customers………………..7 Step 1: When And Where To Knock………………………………………………………………..9 Step 2: How To Present Your Services……………………………………………………………14 Step 3: What To Do After They Agree To A Clean……………………………………………….17 Conclusion…………………………………………………………………………………………….19 About The Author……………………………………………………………………………………..20


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Introduction I first canvassed for window cleaners back in around 2004 I think, with a friend who had been doing it for some time with his uncle. My friend would come to me and tell me how great his uncle was at picking up customers for window cleaners. And for my friend, it was his first entry into a sales career. As for me, I’d been involved in sales for some time. So when he asked me to join him years later, I thought, “Why not, I may learn something”. It was daunting at first. Speaking with people at their door can be a scary thing, and it’s a reason why many window cleaners get other people to do it for them that and because they are so busy cleaning, anyway. But I quickly learnt along with the tips and advice from my friend’s uncle that there is a good way to do it, and a bad way. Fortunately, his uncle taught us the good way. If done correctly, in my opinion, doortodoor canvassing for window cleaning customers is, the best way to sign people up. People will still cancel, and change their minds, as they always do. But it is the quickest and best way to get customers. I personally did it for a while with my friend, and then got back into a project that I was launching at the time. Years later, back in 2008, I was ending another project, and needed something else to get into, and my friend got in touch again to help him out. I jumped right back into it, but this time, with years more sales, marketing and business experience behind me, I started to see that there was a


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better way to running a canvassing business, and I decided to start my own company offering, mainly, canvassing services for window cleaners. I built canvassing teams, I charged in a totally different way to other firms, that made it fairer to window cleaners. I used the Internet to deliver spreadsheets to my clients, and for training and canvassing materials to my canvassers. But I grew too quick, and unfortunately, I found out that one of my teams a father and sons team were taking the money and running. Window cleaners were phoning me up telling me that canvassers hadn’t even turnedup to collect cards or leaflets, and yet I had spent money on accommodation for these canvassers! Things went south quickly, and after around a year, I had to refund deposits, let good canvassers go, and ultimately had to fold the company. Had I done a better job at screening canvassers, and tightened a few things up, it would have been a different story. It was a costly experiment. After that, I started offering Internet marketing services and marketing consulting services for local businesses. I did this for a few years and did well at it, but then I had to move areas after a breakup. I had to start completely again. And that leads me to where I am now. I am offering the same marketing consulting and lead generation services to all kinds of local businesses. And in the shortterm, I am offering my services to window cleaners, since I’ve spent a lot of time working with them. But after years of experience, and trial and error, I do it differently to most firms. Because unfortunately, as I said before, there is a good way to canvass for new window cleaning customers, and there is a bad way. Sadly, most firms do it the bad way.


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If you want to grow your business as quick as possible, then canvassing done properly is the way forward. And I’m going to teach you right here how to do it the right way. And if you do it right, or hire others to do it for you, you will never worry about getting new customers again. So get yourself a cuppa, pull up a chair and go through this short report making notes as you go. Because this is where the rubber meets the road. Let’s crack on.


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Why I Believe Door-Knocking Is Still The Best Way To Get Good Customers

In this report I’m going to explain to you how you go about canvassing for window cleaning customers, I’m going to tell you what you should do, and what you shouldn’t do. If you or someone else spends a few hours a week doing what I say in this report, you will add thousands to your bottom line. I’m going to break it all down into 3 easily manageable steps… STEP 1: When And Where To Knock. This is selfexplanatory, but you will lose precious time and money if you go knock at the wrong times and in the wrong places. There is an art to this. STEP 2: How To Present Your Services. What you say is extremely important as is how you say it. But how you present yourself your clothes and body language are in fact more important. Do these things differently and already you’re streets ahead of where you were before. STEP 3: What To Do After They Agree To A Clean. A lot of customers are lost after a clean has been agreed. The same is true if a window cleaner has canvassed them himself, or if he has used someone else. Potential income is also lost. Don’t undo all your hard work/expense by ruining a perfectly good database see how to avoid this. We’re going to go through each of these steps in turn. They are all separate, as you can see, and you can work on each one a step at a time. Start off with area selection, using this guide. Finally know which areas are likely to produce customers, without wasted time. Perhaps go driving around your local area using the instructions given.


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Then, once you know where you’re canvassing, get yourself presented in the best possible way. Use the script provided, present yourself in the manner suggested, and start pickingup all those customers you’ve been waiting for. Finally, once you have your database of hungry potential customers, it’s time to clean them and turn them into a customer. Because, remember, they’re not a customer until they’ve given you their money. Until that point, they’re simply a lead. Manage them correctly using the guidelines given, and you’ll have happy, repeat customers for life, who will be happy to recommend you to their friends and family, further increasing your income. So without further ado, let’s jump in to step one...


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Step 1: When And Where To Knock This chapter is broken down into two further steps:

1. When to knock 2. Where to knock

1) When to knock. The thing to know, regarding householders, is that everyone is in a different situation. Everyone is different. Some are at work. Some are not. Some work during the day. Some at night. Some own their home. Some rent. Some have the power to make a decision. Some don’t. But there are general patterns to if and when people will be home. And the more homes you knock on in a session, the more these patterns will surface. Here is a breakdown of times and who will more likely be home: Before 10am Don’t knock before 10am. This is silly. People are rushing around for work, and taking kids to school, etc. Between 10am and 3pmish People home now will be Mum’s that have taken the kids to school, those that work afternoons/nights, or those that don’t work at all. This is not the best time to catch people in, but it’s reasonable enough.


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Between 3pmish and 5pmish Between these times, you will find people home who don’t work afternoons, or not at all. But Mum’s will be collecting the kids from school. This is not quite as good a time as the above. Between 5pmish and 8pm Most people will be home at this time. Some will be working evenings, but it generally is the best time to catch people in. You could clean your windows up until 4/5pm, and then canvass in the evenings. Between 8pm and 9pm You will find people in as per above, and I have personally canvassed at this time. But it is perhaps getting too late. Especially in the winter/darker evenings. Would you appreciate people knocking your door at this time? After 9pm Don’t you have anything better to do..? Weekends between 10am and 4pm Although many people won’t be working and they’ll be happy enough to answer the door some will be out shopping/out and about. Not a bad time to catch people in. Weekends after 4pm People will be getting back from being out and about, but they will be thinking about relaxing and enjoying their weekend evening now, so it is kind of like a 8pm9pm situation. Again, it’s up to you.


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A lot of this may be common sense, but it has all been backedup by years of experience. One thing you can do, is to use a ‘knock sheet’. Ie., make a note of all those that weren’t in earlier, and go back later. This is especially useful if it proving to be a good area. 2) Where to knock. I’m going to make a list now of different kinds of estates/areas/properties, and how successful they are in terms of pickingup leads, and any other notes: Council estates You will pick up leads here, for sure. But they are not always the best payers. Also, they are generally smaller properties, so you won’t get much bang for your buck. New builds One thing I would always do when starting a new canvassing campaign, is to drive around looking for the new builds obviously those with people already living there. If you can get there before they get too established, then you will pick up a lot. I’ve always generally done well with new builds. Rabbit warren culdesacs Here I’m talking about an estate that is essentially one big culdesac, generally, with many other roads leading off. These are a tough knock because, due to the easy geography of them.


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Hold out your hand and imagine you parked your van at the bottom of your thumb, and then walked up and down each finger, endingup back at your thumb where your van is. You could walk from from one house at the start, and knock every house in one go, and find yourself back to where you started. Nice and easy. This is why people love to knock these estates, and they generally have been knocked to death not just by window cleaners, but by other companies too. So they are not always the friendliest of estates. Older, established estates/areas Here I’m talking about estates of not new houses, and not necessarily dilapidated properties. But they are estates with properties over 15 or 20 years old, generally tidy roads, and fairly peaceful. These properties are generally occupied by more established 40 to 60 year old folks who haven’t moved for a while, and hence have had the same window cleaner for some time. You really want to be looking for estates where younger 20 to 40 year old people live, at an age where they are constantly moving in and out. Main roads For some reason, main roads are always good. I don’t know the reason. Terraced roads Again, terraced roads are always good especially if you can find a few clustered together to make it a proper good knocking session. Obviously you will need to arrange rear access with these.


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Bungalows Bungalows are the toughest knock of all. They are always old people who haven’t moved for ages, so have had the same window cleaner for years. Or, they clean them themselves since they have the time and their windows are on the same level. Flats For obvious reasons, flats are a no go how do you clean those at the top? Use the guidelines above to pick those areas/properties that are most likely to bear fruit, and you will use your time wisely. There will always be people out there ready for a new window cleaner. Householders can change area and need a new cleaner. They can fire their window cleaner if he’s no good. Their window cleaner can retire, or even move areas himself. There are plenty of reasons why people will need a window cleaner. Something else to bear in mind, is not to go knocking when it’s raining. People associate rain with not needing their windows cleaned, and if it’s raining when you’re knocking, as funny as it seems, they’re more likely to say no to signingup with you. Next up: what to say and do to make them say “Yes please!”...


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Step 2: How To Present Your Services The thing to remember before you sign anyone up for a clean is that customers will change their minds. They will cancel. They will change the clean frequency. They will deny ever having signed up in the first place. They will do anything to save face. The best you can do is do your job right on the door, and look after them correctly thereafter. With that said, this chapter is broken down into two further steps:

1. What to wear 2. How to act 3. What to say (the script)

1) What to wear. You want to look smart casual when canvassing not dressed up in a suit, and not rolling around in dirty smelly clothes either. Don’t wear anything that will hide your face. Take off your sunglasses. Something in between works well. Bear in mind you’ll be doing a lot of walking, so wear sensible shoes. One thing to note is don’t look as if you’re cleaning windows right then and there ie., don’t carry around a bucket (obviously). If you look as if you’re going around cleaning windows then and there, they may think that they’re not ready right now as they’re busy, and will say no to you. 2) How to act. Have a big friendly smile on your face. Speak slow and calm. At some point in the interaction especially if they say ‘yes’ or ‘maybe’ I recommend shaking their hand and introducing your name.


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Don’t get in their face. Act confident, but not desperate or needy, like you need their business or you will starve. Act neighbourly and friendly. 3) What to say (the script). Here is the script that has been perfected and tweaked through the years. I’ve also annotated it with reasons for why particular phrases are included: “Hi, we’re cleaning some of your neighbours’ windows [social proof even if you don’t already, you will be after this] not right now. [this lets them know you’re not cleaning them right now. If it’s dark out, you can say the word ‘Obviously’ after, as if to say you wouldn’t be cleaning in the dark obviously this nearly always gets a little laugh] We’re coming back next week. [or whenever] Don’t know if I can give you a price to clean yours for next time..?” [you’re not asking them a direct question here for them to say ‘no’ to] “Okay then, how much?” “Okay great, do you clean them yourself, or do you have another cleaner?” [this creates friendly conversation, and also makes sure you don’t spend time quoting them, only for them to turn around and say they already have a window cleaner] “I clean them myself/I don’t have a window cleaner/etc” [if they say they have a window cleaner but still want a quote, they can be price shopping and also, would you trust a customer who will ditch their window cleaner for a £1 cheaper clean?] “Are you quite similar to your neighbours in terms of how much glass, or do you have a conservatory, or extension?” [if all the houses look the same, and you already have customers in this street, or you have pickedup others in this street, you may not need to look around the house. But if they ask you to, by all means look around with them] “We’re the same as our neighbours, nothing out the ordinary” “Okay great, do you need your insides done too?” [if you do them]


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“No just the outside” [if they want the insides done, double the price seems to be the going rate] “It’s £14 that includes the sills and frames as well. We’re back here next week I think” [moving on and not lingering on the price, making it seem like the price isn’t a big deal, and that you’re not desperate for their business] “Okay” “Great, let me get you a card and write the price down for you. [don’t give the card to them yet, but write the price down on the card, and your name if it’s not on there already] My name’s Xxxx” [put out your hand for them to shake and to get their name] “My name’s Xxxx” [shake their hand and write their name down on your pad/whatever] “So you’re number 17... [not really a question. Write down their house number and street if you know it. If you don’t know the street, don’t ask them or it may look like you actually haven’t got any customers down that road. Get the road name later] What I normally do is text or call the day before to let you know I’m coming what’s the best number to do that?” “07xxx xxxxxx” [write down their number] “Great. There’s my card. And we’ll see you soon!” [start walking off] “Goodbye” “Oh, [turning back like ‘Columbo’ the detective] I don’t suppose you know anyone else looking for a window cleaner do you? I’d be happy to clean yours for free/half price 1st time round if you can refer anyone” [if they do, it’s a bonus for you] And there you have it, that’s the yearsperfected script. Practise it in the mirror, or on your partner/family/friends until it feels natural. It ticks a lot of boxes without coming across as salesy. Finally, what to do after the clean has been agreed.


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Step 3: What To Do After They Agree To A Clean

1) Before the clean. It’s after a lead database has been handedover to the window cleaner that things usually can start to go south. A customer database is only as good as the window cleaner that will be contacting those leads. The worst thing that you can do once you or anyone else has canvassed a database for you, is to ‘check it’. Ie., to text or phone to check the customers. This puts doubts in their head, unsettles them and gives them a chance/reason to wobble and cancel. The more chances you give a customer a reason/chance to cancel, the more likely they will. Assume they are happy to proceed as normal. Assume everything is okay. Assume the sale. If any leads have asked to be texted or phoned before a clean, contact them at reasonable times ie., before 9 in the evenings, and not on weekend evenings. Address them by their name this creates rapport and trust. The sooner you clean the customers’ windows, the better. They are hottest when spoken to on the door. The longer they are left, the colder they will become, and the more likely they will cancel.


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2) During the clean. Address the customers by their name, always. Do a great job, make them want you back. If you have to spend longer on the first clean, so be it. Do what it takes. 3) After the clean. This is another chance to ask for referrals, if you’ve not already done so. If they like what you have done, there is a good chance they know someone else who wants their windows cleaned by someone reliable, too. Perhaps offer them a free or half price clean for anyone they refer to you. Other things you can do are to send Xmas cards, etc (assuming they’re the correct faith). Overdeliver. Make them remember you for the right reasons. If you do all these things, you’ll have these customers for life.


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Conclusion And that’s it. That’s how you canvass a window cleaning business. If you get your head down, get to work, and follow the guidelines in this report, you WILL add to your business and make more money. It’s a lot of work, I’m not going to lie to you. Especially if you’re working flatout cleaning windows. I realise this, and that’s why for a limited time, I decided to help a select few window cleaners, oneonone. This will be a shortterm offer, as I will soon be concentrating on other markets. But if you are looking to get ahead with your window cleaning business, but lack the time to expand as you would like, then this could be for you. The first step for you would be to visit the following web address and enter your details: http://www.skochyconsulting.com/canvassingconsult/ I’ll then call you for a FREE customergetting strategy session, where we’ll talk about your business, and identify where you currently are, where you want to go, and how to get there. This is literally a session I would charge for, but as I’m soon to be leaving the window cleaning arena, I wanted to give a farewell gift, if you like. I can’t promise how long this will be open, so apologies if you click on the link and the offer is finished: http://www.skochyconsulting.com/canvassingconsult/ Hoping we get to work together!


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About The Author Skochy Consulting was the brainchild of me, Scott Stevens, and falls under the Skochy umbrella of companies. Ever since I was 22, I have been starting various different marketing businesses, beginning in the network marketing arena. I then discovered Internet marketing, and that changed everything for me. For the next few years, I began learning everything I could about selling and marketing on the Internet. I tried lots of things, and made some money. But most of all, those few years leading up to today were somewhat of an apprenticeship for me. And when I got myself a job in a jewellery shop to pay my way whilst building another business, the penny finally dropped. I realised that local, bricksandmortar businesses needed help getting customers from the Internet. I realised that when they are busy running their businesses, they simply don’t have the time to learn how to use the Internet to get more sales, let alone actually make it happen. And that’s a shame, because more and more, the Internet is becoming an important medium for getting new customers. Especially with the rise of mobile Internet, and social media. So now that’s what I do, using everything I’ve learned these last few years. And it’s a lot of fun.


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So with that said, I hope someday that we get to work together. To sustainable profits from teh interwebz, Scott


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