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August 2012
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October 2012

Do You Have a Marketing Strategy for Your Cleaning Company? Or Do You Use Marketing Tactics and Hope Something Sticks?

As a cleaning company owner you need to become a successful marketer -- because without clients you have no business. And the only way to get clients is to market your cleaning company.

But to become successful at marketing you also need to know the difference between a marketing strategy and marketing tactics. A marketing strategy looks at the big picture, such as building your business by expanding into a new niche market. In the case of a residential cleaning company it might be condo cleaning for young professionals.

A marketing tactic is an activity that puts your marketing strategy into action. For example, advertising in condo-owner's association newsletters or doing a promotion with a fitness facility that has a clientele of young professionals that live in a nearby condo.

Many cleaning company owners tend to use many marketing tactics without having a marketing strategy. It's kind of like tossing your money at whatever seems to be a good idea at the time and hope it "sticks" (or works).  For example, you heard that you need to have a Facebook page for your business, so you put it up and post ads for your business, then wonder why it's not generating new business. Or you send out a direct mail piece to a list you've rented but with no plan or strategy.

So before you spend any more money on a particular "marketing tactic", step back and decide on a specific marketing strategy. THEN determine which tactics will make that strategy successful.

Do You Let Your Cleaning Employees Get Away With Bad Behavior?

I hear people complain about employees almost every day. Cleaning business owners complain about everything from employees that are chronically late to work, to lack of productivity, to insubordination. And yes, I've been known to complain a time or two myself.

But when I think back to whose fault it was that we had such problems, I have to admit that a lot of the blame lies with me. I didn't always deal with bad behavior in a way that would turn things around and make my life and the lives of all our employees better.

Sometimes I ignored the problem until I just couldn't ignore it any longer. By then it was having a negative affect on other employees. Sometimes I talked to the employee and even wrote him/her up; but then dropped the ball when I didn't follow up or didn't fire the employee soon enough.

Can you relate to my situation? When I became brutally honest with myself, I realized that I wasn't happy with how I was dealing with bad behavior from my employees. That's when I decided that in order to change my employees' behavior, I needed to change myself first.

There are 3 things that need to happen if you want to make meaningful change:

  1. You need to change the way you think
  2. You need to change the way you feel
  3. You need to change what you do

So what I want YOU to do first, is ask yourself -- "How happy am I with how I deal with bad behavior from my employees?"

Next I want you to rate yourself on a scale of 1 to 10.

What specifically are you going to do to get your rating higher? Write down what you will do, when you will do it and how will it change your workplace.

The first step is admitting that YOU are part of the problem. When you can do that, you can take the necessary steps to change the situation before it gets out of control.