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Hi, this is Dan again from Clean Guru. And today, I promised you we would talk about
the one thing that you could add to your marketing. So it doesn't matter if it's brochures or
sales letters. And also you can add it your selling. Heck, you could really add it to
even the work you do with your employees. What is this one thing that is so important
that you should add? Specifics. Specifics. You know it's something that you notice very
often is not there. We talk in generalities and we do marketing phrases that are very
general, but before I get to that I want to tell you something that I remember when I
was a young man. One of my first bosses was a great guy, and one day he mentioned to me,
he said a little saying he said, "You know Dan, to be terrific, be specific." And you
may have heard that phrase before, but I never forgot that because it really is true. You
know so many folks that you deal with and so many salespeople that you deal with they
talk in generalities. And when they do it just goes right over your head and it doesn't
really register. It doesn't mean as much as if they would be very specific or add specifics.
So this is a great opportunity you can do this. So let's take a look at where this happens
and some examples in the cleaning business. So first of all let's see, um we are dedicated
to your complete satisfaction. This is something you might see in a marketing brochure or letter.
Well how could you turn that around? You could add specifics that reflect your company and
how you approach that. For example, maybe you have a one hundred percept satisfaction
guarantee that says if they're never happy with a certain visit, any visit, if they let
you know let's say 24 hours - you either fix it to their satisfaction or they're going
to get that cleaning free. There would be specifics to your guarantee. And when you
provide that they appreciate that, it means more to them. Let's take a look at another
one. Oh I know, quality. Quality is our highest priority, quality is our highest priority.
It was very important to us. Ok, well you hear that or you see that, but it doesn't
mean as much as if someone said for example - Every night our site supervisor or site
leader before they leave the building they take a little short checklist of 5 important
things. Every bathroom, all the dispensers, the front lobby, and the trash cans they check
certain areas. 5 things maybe that every night 15 minutes before they leave they will make
sure it's taken care of, check check check. They'll put that on your desk, they'll fax
it back to our office. It's one of the ways we make sure that you're completely getting
a quality job. Well wow, you know that's a very different feeling that customer has when
they hear that. Or let's take one last example. You might say, "We never put anyone out in
your building, we won't let anybody go onto your account other than someone that is fully
trained." Ok, but if you said instead, and I think you get the idea here, "Nobody can
go to your account, to your job until they are prescreened, pre-checked, have gone through
3 hours of classroom training, 2 days on the job training in our building where we actually
have them using it actually doing the cleaning and we supervise them. Then we bring them
out to your building. The first week there is always someone with them during this period
of time." If you layout the specifics of how you train them, it means a lot more than just
a broad general statement. It's not always easy to do, but if you take this extra step
to add specifics to your marketing and to your selling. I think you'll see a very big
improvement in the response to you and to your message. Ok, well the next time that
we get together I want to talk about something. You've probably, everyone has seen on television
the shows with poker, texas hold'em and so on. It's on TV and they'll have folks with
sunglasses on and everyone is trying to keep from tipping their hand to let the other guy
how good of a hand they have. And they sometimes call these things, you know a clue or a tell.
You know, somebody has a tell and so they scratch, or they may do something, move, or
fidget, or their eyes and that's a tell. And this tell is an indication of how they are
felling or about their hand. Well, you know your prospects and your customers they have
tells, they have clues. And if you really pay attention and look for those, it can make
a big difference during your walkthroughs, during your customer service, visits, during
when you make bid presentations. It can make a big different and I want to tell you some
specifics about that next time. And until then remember, you can do this, you really
can.