BUSINESS
Don’t go door to door but stop at one house
on the first street and another house on the next
street until you have done five to ten homes.
Knock on the door and introduce your self as
their neighbor. Folks see someone going to each
door, they think “Salesman” and may try to avoid
you. Park the van where it is visible.
Use the map to keep track of where you
have stopped and where you have talked with
someone so you don’t call on that home twice.
This is not a sales call! Offer them something
free with your name on it. We used 8 1/2” x
11” erasable boards with magnetic back. This
would stick on the frig so the family could leave
messages, shopping list or whatever. Maybe
you’ll want to use a printed mug with some
sweets inside or some other type of gift. Invest
$2 or $3. If many families in the area have pets,
consider leaving a customized bottle of pet
spotter (Talk to your Interlink rep for customized
spotter products.) maybe include a treat for the
dog. You may have an opportunity to mention
your expertise in dealing with pet stains or odors,
but remember – This is not a sales call. Your only
reason for coming is to give them a free gift.
More and more homes have signs “No
Solicitors” or something similar. A solicitor is
asking for money. If your visit is only to give
them something, not ask for anything, you are
not soliciting.
After leaving whatever free gift you choose, ask
them to keep you in mind when they need carpet
or upholstery cleaned.
Do not ask them to book work. You don’t want
them to feel like it is a sales call, but rather a
friendly visit from a neighbor. You won’t feel
discouraged by being turned down. No one turns
down a free gift. You have put them under no
obligation. Still a few will mention they need
cleaning and you can do an estimate or schedule
to do one later.
Folks will get used to seeing your van in
the neighborhood. They may assume you are
cleaning for dozens of people in their area.
Many will keep the gift and remember you
when they do need cleaning.
At just five homes per working day, you will
cover more than 100 homes in a month and 1,000
houses in about a year. Because you are actually
meeting people face-to-face, the response rate is
much greater than other forms of advertising. In
my case, I usually had one or two new customers
per week from this process once it got rolling.
Now when they need their carpet, tile, wood
floors cleaned, they do not need to invite a
stranger into their home. Imagine what 50 to 75
new clients per year could add to your bottom
line! If your average ticket is around $250, that
becomes $10,000 to $20,000 in additional sales.
If those folks become repeat customers, tell their
friends and so forth, you will eventually become
so busy that you won’t have time to continue
marketing by farming.
The percentage of people you will find at home
will be greater in the later part of the afternoon
after you have finished your other jobs for the
day. But it will still be good to have a brochure
or letter on your letter head, maybe include your
photo or even a family photo including your van,
home and even pets. That drives home the point
that you are a neighbor. This can be left with
the gift in a discreet place if no one is at home.
Once again, keep it friendly, explain why you are
leaving a gift, mention your services but don’t
push sales.
If you want to go after commercial accounts to
help level out the roller coaster ride caused by
seasonal changes in residential cleaning market,
the “OPTIONS: Commercial Carpet Cleaning
Sales, Bidding and Estimating Program”
(Interlink part # LB59) can be very helpful.
Here at Interlink Supply, we want you to
succeed in your business. If you succeed, we
succeed. I am always glad to help you anyway I
can.
Scott Warrington
Director of Technical Support
Interlink Supply / Bridgepoint Systems
www.interlinksupply.com
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