FRANCHISEE'S TRAINING - DAY 2

B. Marketing/Lead Generation (29 minutes, video not included)

1. Old-style Guerrilla Marketing Versus Scott’s Quality Canvassing 

a. Old-style Guerrilla Marketing -

Guerrilla marketing is an advertisement strategy to promote products or services on the streets or other public places with little money. This involves getting the attention of the public. Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience. (Source: Wikipedia)

b. Scott’s Quality Canvassing –

Regardless of the type of service you sell, your prospect carries a high degree of risk and worry when buying. They really don't know what they'll get from you until after they spend their money and actually experience the service. During the sales process, all their buying is a promise that you'll do something for them.

But your prospects need something more tangible to help them justify their purchase decision because they need to make sure they're not going to feel buyer's remorse. And what is it they focus on? Price. It's the one tangible factor they can point to that helps them differentiate one service from another. The problem is that when you compete on price, no one really wins. So how do you win their confidence--and the sale? Specify the tasks your service includes when you give your estimate so they will have a better idea about the scope of the service they will be paying for:

 "The service includes cleaning windows, screens, vacuuming tracks (where screens are removed) on all levels of the home. It also includes cleaning glass and all doors that lead outside. We wipe the sills as well.”

Deliver more value by adding that we have a “meticulous workmanship guarantee.” This means that we assure customer satisfaction and that if we get a call-back, we will do it right.

2. Direct Mail, Who, When, How and Why –

What - Direct mail marketing is one of the most cost-effective, minimally intrusive forms of advertising. By using the proper research tools, Happy Window Cleaning sends our message directly to specific demographics, targeting the most likely customers. Using creative strategies, we grab the attention of their ideal consumers and entice them to do purchase goods or services. For example, one way Happy Window Cleaning does it is by sending postcards.

Who - Perhaps the most common use of a marketing database is to generate a target list for a direct-mail campaign. This works for new prospects. Of course, direct mail also works with your current list of customers to remind them that it’s time for their routine window cleaning schedule. 

Target recipients very precisely by focusing on specific groups. Examples: businesses, newly constructed homes last year, etc. You can mail to the same list again with a slightly different mailing and still garner worthwhile results. You can never run out of prospects. Use your imagination to find new niche direct-mail markets for your services.

We send advertising materials to newly constructed homes by getting updated lists from the appropriate government agency. These lists may be accessed by the public pursuant to the Freedom of Information Act. Be prepared to shell out a minimal amount for photocopying fees. Some agencies make the list available free of charge by simply sending you a link to their website where such information may be found. We also develop a list of addresses where homes had been sold in target areas.

Direct mail can happen fast. With a modest campaign to a known target audience, you can acquire a mailing list, launch a mailing and start to receive results in just a few months. This is faster than the typical advertising campaign--and a lot faster than waiting for the phone to ring.

When – You control frequency. If you have a budget for 30,000 pieces of advertising material, don’t send all of these in one mailing. Rather, send 6,000 pieces over five mailings. The optimal is to reach a prospect once every five weeks. Happy-tude Newsletters are circulated on a regular basis to our target markets. You will get the same thing too as part of your franchise. Generally, plan on four a year to start, and add more if you're getting interest and your company can handle the workload. Send them strategically and schedule the sending of mail quarterly.

How – Happy Window Cleaning makes sure that the designs of advertising material vary that way the target market gets a different one every time. Your note should be personal and include the “meticulous workmanship” guarantee.

With direct mail, you can start out with a modest-size mailing to study the response and make sure you can handle it expeditiously. Costs can be modest. Or, more accurately, you can create a campaign to fit large or small budgets.

Mailing is calculated by the number of prospects desired. Shoot for 1% for postcards for new prospects. 1% is about right for door hangers. Range of return can be 1% to 3%. Take note that some prospects respond immediately while others hang on to the advertising material and may call weeks after, when they actually need your service.

Why Direct Mail Marketing –

Direct mail marketing has some advantages over email marketing. Here are some of its benefits:

a. Direct mail doesn’t require opt-in - Unlike email and text messaging, you don’t have to get a recipient’s permission to send them direct mail. This means, even if a customer doesn’t subscribe or unsubscribes from your email list, you can still get in touch with them. (which is why it’s always a good idea to get physical addresses from those on your email lists!)

b. Direct mail never stays in a spam filter. Also,  your message may be picked by someone else, another potential customer. Unlike emails, direct mail never has a virus so the recipient is more likely to be receptive.

c. Direct mail stays effective longer than you think. Direct mail is a bit like a note on the refrigerator door. We sometimes hear from customers that our mail stays on their desk for weeks. They may not immediately take action, but our brand lingers until they are ready to contact us. An e-mail does not last as well - and is far less striking. 

d. Direct mail gets noticed. It’s still effective when the target recipient has moved on. If you send an email to someone who’s no longer at a particular company, it bounces. If you send a postcard, the new person in that job sees it — and you’ve just introduced yourself as a vendor.

e. With direct mail you do not have to fight to get attention. If the prospect happens to need their windows cleaned, your advertisement will pop out in their attention. E-mail is effective, but also overwhelming. In 2014, The Radicati Group concluded that the average business customer sends or receives 121 emails per day. In 2018 there are probably 141 in all likelihood. The overwhelming deluge of e-mails is a solid hurdle for e-mail marketers. It is difficult to distinguish the mess from the real mails, so that a large part of business e-mails is not read at all. By contrast, companies receive much less marketing by mail than ten years ago - a unique advantage for direct mail.

f. Certain offers just won’t get traction by email especially if you are contacting a reputable company that gets a ton of emails more than a plain Jane. There’s a reason why businesses are more likely to get lending offers in the mail than they are by email. Business-to-business (B2B) decision-makers trust direct mail more than email, especially for high value products and services. Mailers can also include a wide variety of trust-building content not possible (or reasonable) to include in email. Yes, you can provide links. But with direct mail, you get that content in front of them in a tangible way right out of the gate.

g. Direct mail can reach high-level decision-makers. There are only so many things you can do to make email look more important. But beyond writing a compelling subject line, most of them look hokey. Direct mail offers options like kits, dimensional mail, and unique packaging options that, by their nature, get past the gatekeepers. 

h. Direct mail drives social media and online marketing. Many people believe you don’t need direct mail when you have social media and mobile marketing. What they’re overlooking is how social media and mobile marketing relationships get captured in the first place. Very often, it’s through print. Saying that you only need social and mobile is akin to saying that when you buy a house you only need the upper stories and not the foundation. Without print, getting social and mobile engagements is much more difficult.

3. Buying Ads – Buy advertising space online, in print media (newspapers and/or magazines)

Where to advertise online:

a. Google Adwords -

 

The granddaddy of online advertising.  Since Google owns the lions share of the search engine market, it makes their advertising platform Adwords the biggest platform for Pay Per Click (PPC) marketing.  Adwords lets you create text, image or video based advertisements targeting people who search for specific keywords (you bid on keywords in an auction type market) and terms in the Google search box or through demographic and behavioral targeting via their Display Network.  You can also get very specific in when your ad displays, making your marketing dollars very efficient.  Setting up a campaign can be a bit complicated for beginners, luckily Google offers an easy way for small businesses to get started with Google Adwords Express. We design your Adwords campaign, and as our Franchisee, you commit to spending on the campaign as we stipulate. The goal is not to make you spend more but to make sure that are found online.

b. Bing Ads -

 

Similar to Google Adwords, Microsoft uses it's Bing search engine to serve ads in its search engine results as well as partner networks.  The Bing search engine has a much smaller audience than Google, but this typically makes bidding on keywords less expensive and could save you money as it extends your marketing dollars a bit further.

c. 7 Search -

 

A smaller player in the paid search industry, 7 Search uses smaller, niche search engines to display your Pay Per Click (PPC) ads.  They claim a better ROI than their bigger competitors and bidding on keywords is cheaper than both Google Adwords and Bing Ads.

d. Facebook Advertising -

 

Facebook ads work similar to traditional Pay Per Click advertising (pay only when someone clicks on your ad), but the great thing with Facebook is that you can add an image or video along with your text.  Even if people don't click on your ad, you're still getting lots of great exposure to a targeted audience for free.

 

Based on our experience, paid Facebook ads fail to target qualified prospects. They tend to go to all households, many cannot afford window cleaning services.

4. Google Ads

Some options available to you via Google Adwords:

a. Search Ads –

 

These are traditional ads you see when you perform a Google search.  There are usually 2-3 ads above the organic results as well as several ads to the right of the organic search results.  Here you target specific keywords people are typing in as they search and compete in an online auction with competitors for top placements.

b. Display Network –

 

These are ad placements outside of the traditional Google search.  Google owns dozens of properties such as Gmail and YouTube where you can place text, image and video ads across all of their networks.  They also partner with thousands of 3rd party websites giving Google Display Network the biggest reach out of any online advertising platform.

c. Remarketing –

 

With a remarketing campaign, after someone has been to your website, you have the ability to advertise to that individual person as they surf the internet.  Between Google's own properties and their 3rd party network, you have the ability to reach that person almost anywhere on the internet.  Remarketing is available for both Search and Display Network campaigns.

5. Networking That Pays

We provide our franchisees with a marketing mix – combining Google Ads, signs, and direct marketing materials, the quantity of which are metered and adjusted according to local market conditions.

Networking can be done through Facebook or more professional social medium like LinkedIn. Networking can also be done through face-to-face interactions such as Business Network International (BNI) meetings, etc.

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The right connections can open doors with some amazing opportunities behind them, so here are eight tips to help you grow your professional network:

a. Make your presence noticeable -

 

You have to make sure people know what you are doing and what you have in the works — otherwise, nobody will ever know. Keep in touch with your professional contacts via email, social media, and face-to-face meetings. When you maintain contact you remain on their radar, which can result in them name-dropping you to their contacts. A simple, “Oh, I actually know somebody you should contact” can occur simply because you kept your presence noticeable. 

b. Attend networking events — online & offline.

 

Every industry has conferences and trade shows that provide great networking opportunities. There are also local meet-ups and local organizations that hold regular events that are great for building your network. Many people forget that there are also plenty of networking opportunities online. LinkedIn groups are great and Twitter chats are becoming very popular these days. I personally love Twitter chats because they allow a huge group of people to participate regardless of their location.

c. Hang out at the same places the people you want to connect with hang out.

 

This applies to both online and offline — as mentioned above, LinkedIn groups and Twitter chats are great places to connect. If you want to connect with a certain group online then participate and introduce yourself.

 

Offline this could be a particular lunch spot or a happy hour bar after work. Frequent the places that the people you want to connect with can be found at. Be friendly and social and you will make new connections.

d. Don’t always take — give as well.

 

When networking doesn’t always make it about you — make sure to share your knowledge and expertise and offer to help when you see an opportunity. Helping other people will often come back to you tenfold. Helping someone is going to give them extra incentive to return the favor. Being a connector will also help your long-term networking — connecting two people you know who will benefit from knowing each other strengthens your network. The key takeaway: don’t be selfish and think of how you can help everyone you come in contact with.

e. Be a good listener.

 

When out networking doesn’t always try to dominate the conversation by talking about yourself - instead, listen to other people talk. First, people naturally love to talk about themselves, so if you can show that you are genuinely interested in what they have to say it will help to build that connection. Also, by listening you can identify specific challenges someone may be having — and if you can help in any way or offer a suggestion it will help to strengthen the relationship. 

f. Never be afraid to ask.

 

This one is short and sweet — if you want something you can’t be afraid to ask for it. Want an introduction? Ask for it. Want a meeting? Ask for it. Want advice or feedback? Ask for it.

g. Always think about long-term relationships.

 

Making a connection and exchanging business cards is a foot in the door, but it’s long-term relationships that lead to business deals. Concentrate on forming long-term relationships that are mutually beneficial for both sides. Make a conscious effort to establish a two-way street for all of your professional connections.

h. Follow up with everyone you connect with.

 

Make sure that you follow up with every connection you make. If you come home with a few business cards make sure to take a few minutes the next morning and send an email letting the person know it was a pleasure to meet them. This is also a great time to let them know they should reach out to you in the event that you can ever help them in any way. Also, if you promise to do something — do it. There is nothing worse than not following through with something you told someone you would do.

6. Use Your CRM - CRM's core strength is an ability to glean insight from customer feedback to create enhanced, solid and focused marketing and brand awareness.

The CRM software we ask you to use can help you improve your activities and create better marketing campaigns in four key areas:​

a. Focused targeting -

 

One of the most difficult tasks for marketers’ is to look through all of the customer data. In order to get a response from potential customers that are most likely to buy, marketers need to send out messages that appeal exactly to them. Fortunately, CRM software helps marketers to sift through contacts and target potentially profitable customers. CRM software contains various information on customer behavior and preferences, which allows taking informed actions that will improve prospect awareness and customer satisfaction.

b. Segmentation -

 

They say that those who are able to predict, rather than react, win. The latter is very much true for marketers as they need to be able to notice common trends before they offer anything. Marketers want to be able to segment not only by industry, jobs or age. Today they require to be aware of such facts as recent activities, responses, personal likes and dislikes, products already purchased, e-mails opened, e-mails replied, and even social media activity. And, the sharper the potential customer’s profile is, the more opportunities the marketers have to personalize their messages and, in such a way, win the hearts of individuals!

c. Personalized content -

 

Once you have chosen whom you want to target and segmented the database into meaningful groups, it is time to individualize your marketing messages. Let’s start with the obvious “no-no” – no more anonymity, no more “Dear Customer”, “Hello Friend” or other impersonal addresses that scream “Mass marketing!”. Today’s CRM systems allow you to address your potential and existing customers by their name. Also, you can impress them by knowing what company they work for. Not to mention that knowing whether you are addressing a man or a woman, an ordinary salesperson or a top manager would significantly help you tailor the content of your messages and grab customers’ attention. Equipped with these details, you can suggest an idea, give information, and even shape the entire communication in such a way that it suits that particular customer.

d. Recycle the blueprint -

 

With CRM software, you can analyze whether your campaigns were successful and yielded any results. This takes out all guesswork and opinions and helps you only focus on those campaigns that were the best performing. Once you find out which ones were the best performing, you can recycle the most successful campaigns and templates for new contacts and audiences. This leads to marketing costs going down and lead conversions going up. And who doesn’t want that?

All in all, CRM software is not only able to supply you with a contact database and centralize your actions, but it also makes it easy for you to slice and dice the data into meaningful insights, and later shape the perfect target groups that would respond to highly individualized messages.

7. Yard Signs and Posters

Benefits of Yard Sign Advertising –

a. Affordable –

 

Compared to just about any other form of advertising, yard signs are among the cheapest ways to advertise your local business. A billboard on a popular roadway might cost you around $1,000 per month.  A targeted direct mail campaign could cost you around $2,500 just to send it to 3,000 households. A decent TV commercial could cost you well over $10,000 (including production). Because they are made of inexpensive materials, you can purchase a yard sign for as cheap as $5.00 to $6.00 per sign. 

b. Effective -

 

Research indicates that 85% of your customers live or work within a 5-mile radius of your business. This means that local signs will be seen by the people most likely to do business with you. And because they are easy to set up, you can put them at high traffic locations and regularly move them around giving you opportunities to advertise to new audiences. 

c. Easy and Powerful Advertising Medium –

 

You don’t have to be a marketing expert to take advantage of yard sign advertising. You don’t need to know the latest marketing trends, local traffic counts or demographic research for your yard sign strategy to be effective. You know your customers and you know your community. Therefore, you will be the best judge to determine the ideal locations for your signs. 

d. Flexible –

 

Because yard signs are lightweight and easy to set up, you can regularly move your yard signs around to take advantage of different high-traffic locations. Further, because yard signs are inexpensive, you can easily change or update your message and try out new offers. 

e. Durable –

 

If your yard signs are made from high-quality Econoplast corrugated plastic and printed with high gloss UV inks, they will last and look great for a long time. This will allow you to use your yard signs over and over again. 

f. Environmentally Friendly –

 

As a responsible member of your community, it is important to pick up your yard signs when they are no longer needed (most will be taken over time). Once you have collected your signs, you have a couple of environmentally friendly options to dispose of your yard signs. Because yard signs are made of corrugated polypropylene plastic, you can recycle your signs. Additionally, large plastic signs are highly valued by other organizations. Consider donating your yard signs to a local organization for reuse.

Here are our top 5 tips to choosing your yard sign locations.

a. Research local laws.

 

Many states in the U.S. have laws and regulations regarding yard/lawn signs. Check your state and local regulations before you start putting your yard signs up in order to ensure they will stay up and to a avoid paying any fines.

Supreme Court Ruling: In the October Term 2014, the U.S. Supreme Court overturned previous lower court rulings concerning signage in general. REED ET AL. v. TOWN OF GILBERT, ARIZONA, ET AL. This ruling, in a nutshell, stated that any type of signage is Free Speech and thus protected in Article 1 of the Constitution. Basically, if a government entity, (i.e., town, city, state) allows any signage, be it permanent or temporary, to be used, that government entity must allow all signs of similar size and placement without exception. So, if your town allows Real Estate signs, Political Signs or any type of sign, then they must allow all signage of similar size and placement, no matter what the content. This, as we understand the attached ruling, applies to permanent store signage, billboards, banners and virtually any type of sign venue. The ultimate responsibility is on the person placing the sign. The link below is the actual ruling.  https://www.supremecourt.gov/opinions/14pdf/1 3-502_9olb.pdf.

b. Target high-impact areas.

 

The goal of any advertising campaign is to get create awareness with your target market. When you are planning your yard sign campaign, consider the areas where your ideal client lives, works or plays. Look at the high vehicle and foot traffic areas. Place your yard or lawn signs where traffic is stopped so that people have time to read your sign. The greater the visibility of your yard signs to your target audience, the more impact they will have.

c. Ask family, friends, and customers.

 

Friends and family should be no-brainers, but many loyal customers would also be happy to help promote a local business they support by displaying one of your yard signs. Reach out to your network and ask if they would be willing to display a yard sign for you at their home or business location for a short period of time.

d. Relocate your signs.

 

Just like any other form of advertising, your yard signs can become white noise after a while. Once a month or so consider rotating your signs to new locations or coming up with a new and fresh design. Be careful not to relocate your signs too soon and risk not getting enough impressions.

e. Redistribute your signs.

 

You want your signs to be put up and stay up, but signs often manage to go missing. Make sure to document where you place your signs and regularly check these locations to make sure your yard signs have not been damaged or gone missing. Before replacing your yard sign, check with the landowner as they may have removed the sign for a specific reason.

Signs and posters have the ability to cause a rapid response in customers. A good poster can arouse empathy, connecting your company to the hearts and minds of customers with emotive visual imagery demanding attention. 

8. Vehicle Wraps – They don’t just let the customer know that the window cleaner is officially with the company, but it is also a roving advertisement as well. We require that you have vehicle wraps provided by our accredited vendor.

8. Vehicle Wraps – They don’t just let the customer know that the window cleaner is officially with the company, but it is also a roving advertisement as well. We require that you have vehicle wraps provided by our accredited vendor.

A vehicle wrap is beneficial for the following reasons:

a. Attention Grabbing -

 

Brightly colored, attractive vehicle wraps make your company vehicles stand out from all the other cars on the road. Passing drivers won’t pay much attention to a plain white van on the road, but they will notice a well-designed vehicle wrap. Colorful vehicle wraps are so engaging that peoples’ eyes naturally gravitate towards them.

b. Reach a Wider Audience -

 

Depending on how many vehicles you own, how often they are on the road and how far they travel; you can reach tens of thousands to over a hundred thousand viewers per month. You can reach a larger audience with a vehicle wrap than almost any other form of advertising. Many businesses gain more customers from their vehicle wraps than their websites.

c. Non-Aggressive Advertising -

 

Unlike radio ads or print ads that interrupt a person’s reading, vehicle wraps attract attention without disturbance. Potential customers can easily spot your message without significant distraction from what they’re doing. Customers respond better to advertising that doesn’t take an “in-your-face” approach. Many people enjoy striking vehicle wraps and don’t mind the advertising.

d. Get Mobile -

 

Vehicle wraps travel into the view of potential customers instead of you waiting for them to see your television commercial or run across your newspaper advertisement. As a business, you can non-intrusively reach out to customers over all the roads your vehicle or vehicles travel. The lead possibilities from mobile exposure are nearly endless.

e. Cost Effective -

 

Unlike billboards and advertisements that have consistent reoccurring costs for as long as you advertise, you can change your vehicle wrap as little or as often as you like for less money. You can make an initial investment for a fraction of the cost of other long term advertising campaigns and generate results for years.

f. Local Advertising -

 

Vehicle wrap advertising is targeted because you are advertising to your local market. The people who will see your vehicle wrap the most are the people in your area. Local marketing produces outstanding results because people like to deal with nearby businesses.

g. Protection -

 

Vinyl vehicle wraps help protect your vehicle’s body from scratches and small dents from road debris. Specialists can also easily remove vinyl vehicle wraps without damaging the vehicle’s paint. Vinyl vehicle wraps help keep your vehicles in better condition for when you need to trade them in or sell them.

Outside of being an additional advertising expense, there are practically no downsides to using a vehicle wrap for advertising. Most business owners feel that they recoup the expensive of having vehicle wraps in the added exposure their business receives. If you want to stand out from your competition, a vehicle wrap is a wise investment.

9. Uniformed Personnel – Whenever you or your employee wear your uniform (shirt and cap), it identifies you as an individual working for the company. You are also a walking billboard for the company.

10. The Low Hanging Fruit

Low-hanging fruit refers to those consumers who are easiest to attract to your business. Focusing your efforts on this group maximizes the effectiveness of your marketing campaign.

Types of Low Hanging Fruit:

a. Former customers are often easiest to attract, because they are already familiar with your company. The better their experiences were with your product or service, the easier it will be to secure their return business. 

b. Other low-hanging fruit groups might include consumers who go out of their way for a good bargain. This includes small businesses with a window or two, a ten-minute or twenty-minute job that will roughly cost $20 for the job.

Conversion - Pursuing low-hanging fruit is just a temporary strategy to get them in the door. Once you’ve lured them into your business, your new strategy is to convert them into loyal customers. High-quality and helpful service can help forge a personal connection. Rapid and fair resolution of complaints can secure the repeat business of even the pickiest customers. View all interactions with your customers as chances to solidify their attachment to your business. The more they enjoy frequenting your business, the more difficult it is for your competitors to lure them away.

Considerations - The advantage of focusing your efforts on low-hanging fruit is rapid sales growth. For example, your daily customers might double during a well-advertised sale. But often these same consumers also are low-hanging fruit for your competitors, meaning you might find yourself in a race to the bottom, pursuing customers who aren't particularly loyal.

11. Marketing for Profit vs the Hamster Wheel –

 

Manage the budget by posting ads for exposure whenever prospects are needed; do not spend endlessly. Customer acquisition cost must be measured, as you compare one mode of the campaign against another.

12. Call Center Activity -

Since your business is new and you’re starting from scratch, you have to solicit customers. The most convenient way to do it is to ask for referrals from family, relatives, and friends. The seemingly awkward part is when you have to contact strangers and do some cold calling. If you are comfortable with this, then by all means, do so. Otherwise, you can follow up with commercial (not residential) prospects. We have discussed the Happy Communication Circle in the previous lesson. Commit it to memory.

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a. Steps to take before making a call:

1) Write an outline of what you want to say. It’s the best way to make sure you hit the right points during your call. (Keep reading for sales call script templates) Remember, your goal isn’t to pitch someone on the spot; it’s to get them to commit to a meeting.

2) Prepare your list of prospects. First, take a couple of minutes to research your prospect online—the person and the company. Find a compliment or a specific pain point; your acknowledgment of this intimate fact can serve as your bond.

3) Choose the right time. If you’re not sure where to start, try Tuesday or Thursday afternoon. A Yesware analysis of over 25,000 calls discovered this is the best window. They found that sales calls lasting over five minutes most often occur from 3:00 to 5:00 PM on Tuesdays and Thursdays. Whatever time you choose, make sure to block it off on your calendar.

4) Time to call. When it’s go-time, remove any visual distractions so you’re fully present to lead the conversation.

b. There are plenty of do-not’s when it comes to making a cold call.

1) Don’t be sketchy about who you are or why you’re calling. Mystery buys time but can bite you later.

2) Don’t talk at your prospect. Use questions to connect early on.

3) Don’t give up if you don’t reach them the first time. It’s the marathoners who get the worm. 

4) Don’t just use the phone. Double tapping calls with emails increase your chances.

5) Don’t paraphrase what your prospect does. They already their job. Instead, impress them with how well you know their pains.

You’ll find the scripts for phone calls in the Administrative Manual.

13. No to Upselling

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Some companies instruct their employees to upsell. It is part of their job description. Happy Window Cleaning have a policy against upselling. Why?

a. Pushy Perception - Upselling is an approach that involves walking the fine line between helping a customer and being pushy. If used correctly, upselling enhances your customer's experience because he benefits from the increased value derived from the bigger buy. If the sales rep is too aggressive, has poor timing or doesn't ask questions before trying to push the more expensive product, he comes across as pushy. This is contradictory to efforts to retain customers and establish loyalty.

b. Unnecessary – A customer knows what they want even before they contact you. When a customer books for upper-level window cleaning, it is because that’s the only thing they need to be done at the moment (perhaps the man of the house is too old to get on a ladder). By offering to the entire house – which, of course, is a more expensive service than just the upper windows, you are offering them something they do not need. Also, related to the pushy perception, upselling isn't beneficial to the company or the customer if the increased price does not bring necessary or beneficial features to the sale. Upselling a customer when he has no benefit or need with the additional features ultimately makes him feel as though he overpaid.

c. Generally, employees don’t usually want to do it for the simple reason that nobody wants to be thought of as a pushy salesperson.

On a brighter note, we have happy customers do some ‘upselling’ for us, and it is not surprising. According to BrightLocal, people are searching for local services online more and more, and they trust online reviews just as much as personal recommendations.

You can do this by asking your happy customers to describe the services you provided in a review on your Facebook or Google Business Listing page and a potential customer looking for a service like yours just might decide they need some extra services before you even talk to them.

 Happy customers have the best views.

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5355 Northland Dr. NE Suite 210

Grand Rapids MI 49525

Tel. No. 616.914.0720