Last week we attended the annual ISSA Trade Show and Cleaning Convention. I did a total of 5 presentations throughout the week for ISSA, BSCAI and ARCSI, and one statistic I shared got the attention of many cleaning business owners and distributors.
"57% of the purchase decision is complete before a customer even calls a supplier." Source: CEB Global
What exactly does this mean for your cleaning company?
- It means your customers are doing research on the companies they're thinking about doing business with before they contact you for a price quote or proposal.
In fact, even if your customer received a referral from a friend or business colleague, they're not immediately picking up the phone the way they used to. Now, they think to themselves, "John said that he uses ABC Cleaning, so I think I'll check them out on the Internet to see what I can find out about their company." What are they going to find when they go searching for your company?
- It also means that if you want those customers to find your cleaning company when they're actively researching, you must have optimized content that comes up on the search engine results page (SERP). If nothing shows up for your company, then your competitors who do show up in the search results will get the business.
Here is an example of having a great online presence when a prospect goes searching for your company name. Buckets and Bows Maid Service dominates the page with their location on the map, their website, social media links and review site links.
Here is another cleaning company in Dallas, but notice that they are not on the map, and every link on the page directs them back to their own website -- no social media presence and no review sites. In fact, they seem to really focus on being the "low-cost maid service" in the area. Not sure that makes for a very profitable business.
Do a similar search for your own business. What do you find? If you have a strong online presence, as the first company does, then chances are, it's going to help to convert your prospect and prompt them to pick up the phone. Once they call, the ball is in your court. All you have to do is close the sale!
If you are struggling with your online presence and with marketing your cleaning business, we'd like to invite you to Join our Marketing Discussion Group on Facebook!