How to Market a Carpet Cleaning Business

Successful marketing of a carpet cleaning business starts with a good plan and an understanding of the target market. Carpet cleaning is broken down into two distinct consumer groups: residential and commercial.
Residential cleaning, according to the folks at Elegant Cleaning Services, is mostly controlled by the woman of the house. Though an "old fashioned" mentality, they say an overwhelming majority of their cleaning requests come from women. Residential customers are more interested in the quality of work.
Commercial cleaning, on the other hand, is driven by price and deals equally with men and women.

Things You'll Need

• Printed Advertising Flyers
• Internet Connection

Instructions

Residential Marketing

1. Purchase advertising space in the local newspaper or coupon mailer. Play up the local, hometown angle rather than selling on price. The folks at Elegant Cleaning Services say they have maintained a strong, hometown presence even when competitors from surrounding areas advertise locally.

2. Hand out flyers to your customer's neighbors. In the carpet cleaning industry, this is known as a Five-Around. An advertisement card or flyer is left at the houses to the left and right of your customer and the three houses across the street; hence the name Five-Around. The concept works because it only takes an extra minute or two to deliver the flyers. Make sure the handout says, "We just cleaned your neighbor's carpet at ______" If business is slow and time is available, place flyers on the entire street.

3. Ask for referrals from customers. A popular method is to offer an incentive, such as a discount or free room cleaning for every customer referred.

4. Set up a space at a flea market or street fair. If possible, bring some carpet squares to demonstrate your services.
   The goal of the flea market is to build your prospect list. Offer an event discount or special to people who sign up for a free estimate. Don't be too pushy. Simply make appointments for estimates, not actual jobs. Remember, people came to the flea market looking for bargains, not to meet a high pressured carpet cleaning salesperson.

5. Send reminders to past customers. This can be in the form of an e-mail, postcard or quarterly newsletter. Any communication with a customer that reminds her that it is time to schedule another carpet cleaning is good for business.

Commercial Marketing: Networking and Cold Calling

1. Join networking groups. These organizations are perfect places to meet other professionals who can steer you toward potential customers. The local Chamber of Commerce is a good starting point.

2. Launch a cold calling campaign. There will be the occasional angry secretary or put-off manager slamming the phone down, however, most people are decent to cold callers. Prepare a list of local businesses to target.

3. Call each business and ask who is the manager that handles carpet cleaning. No need to actually speak to that person yet, just get the name and say "Thank-you."

4. Call back a day or two later asking for the manager. Once she is on the phone, introduce yourself and ask for an appointment to meet the manager in person to tell her about your company. No selling is done on the phone.

5. Prepare a short sales presentation and handout package. For the handout, purchase pocket folders with a space to put your business card. Include a page of sample prices and services; a page explaining why your company is better than the competition; and a list of high profile customers (My Town Library, Local Hilton, for example).

Tips & Warnings

• Use the handout package during your presentation. Show the manager each page with a short, personal explanation. Finish the presentation by asking the manager which areas of carpet he needs price quotes for.

References

• Elegant Cleaning Services