Start-up Marketing For Cleaning Companies
by Traci Isley
Marketing: 1) The act
or process of buying and selling in a market. 2) The
commercial functions involved in transferring goods or
services from producer to consumer.
By now you probably have your required license/s
insurance, bonding supplies and equipment, and you’re
ready to get started! Congratulations! But how do you
get those new clients? Marketing of course! I realize
this can seem like a very BIG word for a small company,
but in reality it’s not. Marketing can be as simple
(and free!!) as telling everyone you know, and meet,
who you are and what you do. It can be done through cold
calling; you’re already paying a phone bill…use it to
your advantage! Keep the calls local and there isn’t any
additional cost. There are also sites like this one that
offer a free listing for your company! See, 10 seconds
into the article and you have 3 viable marketing
campaigns and haven’t spent a dime!
Realistically, however, you will need to have some sort
of printed materials available to potential clients. I
suggest your first marketing expenditure be your
business cards. The cost for these is minimal if you
keep it simple. There are websites that offer free cards
(if you don’t mind having their name or website printed
on the back of your card) or you can find reasonable
rates at office supply stores using their basic
templates. You can even print your own if you are so
inclined. Your business card is the foundation of your
marketing; it provides all the vital information in a
format that says “professional”. You will also need some
flyers or introduction letters that you can leave with
people, or mail to them, for their reference later on.
The Introduction Letter
The introduction letter is just what it sounds like. It
is your business’ “Hello”. You want the letter to
reflect who you are, and what your company is about. It
can be formal or informal, but should remain
“professional”. If you are intimidated by the thought of
a “professional business letter”, there are many places
to find templates for writing them. The local library is
a good source, or a quick search on the web will provide
many ideas for wording and professional structure.
The example on the right is a very basic layout for your
letter. Remember to keep things very simple at this
point. You are saying “Hello” not giving your resume.
Your first paragraph should state briefly who you are
and what you do.
Using bullet points draws the eye. They are easy to
read, and are better able to hold the readers attention,
which is what you need! Limit yourself to 3 or 4
bullets. These are the highlights of
your business. In your closing be sure to thank them for
their time, and let them know you will follow up at a
later time. Something like this: “A member of our staff
will call you during the next week to answer any
questions you have. If you prefer, you can call us at
These are the “clinchers” or “attention grabbers” of
your letter. These should be brief and to the point.
• We have over 15 years experience in the cleaning
• Satisfaction Guaranteed!
• Really unique trait!
Once you’ve written the letter and are happy with it,
send it out to the companies you’d like to clean for.
Keep an active list of contacts you’ve made and follow
up with them. Whether it’s a notebook you update by hand
or a computer contact manager, use the list and keep it
After the initial contact I suggest calling them. Set an
appointment for a “free estimate.” Whether they need
your services right now or not, offer the estimate for
them to keep on file for future reference. Remember,
each contact you make, by mail phone or in person builds
a connection between you and your target client.
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