- Very warm welcome to tonight's Live,
and tonight, I'll be going through the sales process.
How you can
basically figure out
if a customer is actually just after a cheap job
and you know they're probably just gonna
cause loads of troubles in any case.
The sales script, and what questions you can ask them
to find out what they're after, truly after,
and what kind of customer they are, and what to ask
to find out what kind of charges they are used to.
So, if you don't know me by now,
I'm Ilze Whiteman, The Cleaning Coach,
and I'm the creator of the Cleaning Coach Training Academy.
So, what I'm gonna do tonight is
literally take you inside the cleaning magnet system
because this is like one of the lessons I teach in there.
Just to give you a rough idea,
obviously, how to find out what your customers are after
so, you know, you don't get those customers
that are literally just after price
and then they end up being problems afterwards,
and they don't appreciate you or your cleaning.
So, firstly, remember even if you afterwards
watch the replay, please remember to just say hi down below.
Please remember just to let me know
where you're from and say hi.
So, I like lots of hearts, so send love, and some thumbs up.
So, I'm gonna take you now inside my training academy.
So, basically, this is just the magnet course,
and what I'll be actually doing is,
you can see all the lessons in there,
is taking you through,
basically, how to choose the sales process
and how to sell yourself without being salesy,
and into this lesson one.
So, I'm just gonna run you through,
obviously, if you go into it,
then you'll see the details.
Obviously, the video and then you get your worksheet,
your download for every lesson.
First thing, when they ask you and says,
"How much do you charge?"
You should, like I say, you should be aware already
that they might be one of those
that's literally just price orientated.
They're gonna expect you to do loads of work
and work your bum off,
and they're gonna probably constantly complain
'cause they're never gonna be happy.
What you can say to them is,
the first sort of sentence is,
"For us, it's not about getting as many clients
"as we can to a certain standard,
"to charge them less of a price or to charge a lot less,
"and we do charge a lot more
"than other cleaning companies normally charge
"because our standards are so much higher.
"So, our clients tend to be more
"quality-focused than quantity focused."
And whatever their response to that is
is gonna be your answer,
because if they are literally just after price,
they're gonna go, "Okay, thank you, nope, no thank you."
Because you're already saying like,
"We're gonna be more expensive."
And there is nothing wrong with being more expensive
because you know what you deliver cleaning-wise,
and you charge accordingly.
There's no point working for peanuts
if you clean really, really well.
So, then if it's obviously a customer
that is after price only, you will get
the okay, thank you very much, and bye.
If it's somebody, obviously,
that is seriously after a really good cleaning service,
and they will appreciate you, they will say,
well, you can then say to them,
"Okay, fair enough, yeah, yeah, I appreciate that.
"I would still like a quote."
Then, it's a different story.
So then you can say to them,
"Okay, we don't give quotes over the phone, ever.
"And we never sort of give a price without
"seeing the property first and meeting you first,
"So we can see if we're a good fit for each other."
And then, basically, just ask her if you can meet.
"When is a convenient time for me to come have a look?
"Let's meet each other, have a chat."
And by doing that, you're making them feel comfortable,
at ease, and that you care about them.
Because you're gonna take that extra effort.
Just do, like I say, you already know
that customers are a little bit warmer in that sense.
And then what you can then ask her is,
why are you looking for a different cleaning provider?
Why have you called me today?
Just to find out more about you before I come and see you.
And then it will be, obviously, they'll always say,
"Well, my cleaners let me down,"
or, "I've never had a cleaner."
Alarm bells. (chuckles)
Because you should know then
if they've never had a cleaner,
it's gonna be harder for you,
especially if you charge a bit more.
If they say, "Well, we've had a cleaning service."
Then you know you can charge your normal going rates.
If they just say cleaner,
they're probably not gonna be used to your prices
if you charge higher prices as a cleaning service.
But what you could do in that sort of situation is,
I always sort of say you have to column yoke your customers.
So, column A, column B, column C.
So, column A will be your, sort of, very first clients,
the ones who you are very reluctant to put the price up
'cause you're the closest to them.
But you should put your prices up.
But they'll be on the lower category,
but you can bring your customers in as a funnel.
So, if the customer says, "Oh, my cleaner,"
you know that that's somebody that didn't have insurance,
they're literally just sort of off the street.
So, then you know, you can still get that job
but you just have to go in a little bit lower
'cause they're not used to high cleaning charges.
If they say a cleaning service,
then you know, okay, you're good to go with your price.
You know how to then level your price out.
And if they said, "I've never had a cleaner," good luck.
Because you then have a lot of work
educating them how cleaning works, how pricing works,
what to do, what not to do, and certain things.
They are gonna have no idea.
Take them on, fair enough.
But just remember they won't be used to
your actual, your high prices,
and they probably will go, "What?
"Cleaners charge four pounds an hour, don't they?"
I've had that one actually quite a lot in my business.
So, and then, obviously, once you're sort of at that stage,
you can ask them, okay,
so how many hours did that cleaner or cleaning company
spend at your house?
Obviously, they'll give you an answer,
but you're already, by that answer,
they're gonna give you sort of a rough idea.
If you want, you can ask them, how much did you pay,
if you want.
Even if they give you an answer,
the likelihood of them actually telling you the truth
is probably zero.
Because, they gotta want to,
well actually, if they've got any sales experience,
they're gonna say low,
because they want the lowest price possible,
because obviously you want to,
as much as possible, be within their budget,
and although you're gonna tell them that,
you're still gonna charge what you charge.
But there's ways around obviously getting into that,
or getting around that.
If they've had a cleaner or a cleaning service
or they've just had no cleaner ever before,
so, then you know how to handle that situation.
Then you'll know the amount of hours
they're after already, so you know if it's two hours.
Say for instance, they say two hours.
Then you know for a fact,
obviously, they're calling you for a reason.
They're not happy, they've been let down,
and most cases, it will be
well, we're not happy with the standards.
So, what I would suggest, if they say two hours,
you go in at two and a half hours.
However, your first two cleans, remember,
always have to be a lot longer because,
it doesn't matter how many companies call you and say,
"Look, I've had a professional company in.
"Can you now come and clean?"
Don't ever believe them.
Don't ever think, I'm gonna charge less
because a professional company's already been in,
so it's gonna be clean.
Because, believe me, there's so many companies out there
that say they're professional
and then deliver very bad standards.
So, it's just getting around that.
But you're gonna have quite a lot of information already
on how to quote for that job
and how to be able to do it in the correct way so,
for them to know as well,
you're sharing, you're finding out,
you're emotionally, sort of, connecting with them.
Try to sort of get that question in twice about
what are you not happy with,
or what did they do that you're not happy with?
And listen, and then you have to ask a question.
Like, if she says, "Well, they weren't very good."
And then, you'll sort of say, "That's really horrible.
"That's not very nice.
"So, what was it exactly that they did?"
Blah, blah, blah.
Asking that question's over,
and then once they give you an answer,
answer with a question to really get to the point.
And then she'll, I mean, one of our customers once said,
"Well, I found out she nicked a bag of sugar,"
after about four questions.
And you're like, "What an odd thing to take."
But any case, some people do.
So, but it's just literally trying to find out,
because you need that, whatever she wasn't happy with,
to then include into your email
that you're gonna send afterwards.
I actually give you examples of the emails
in my magnet system, but it's very important
that when you email her after this appointment
and after you've gone to see her,
to actually email her and say, right so,
focus on the bits why she really wasn't happy,
and once you make that emotional connection
with her there, you're near enough there.
Well, not near enough, you probably are there
because customers are looking for an emotional connection.
It's like Coke.
I mean, Coke is such a massive big company
and they advertise all the time,
but, you know, Coke doesn't, they don't advertise Coke.
They don't say, "Here's Coke, buy it."
They advertise Coke because
it's the feeling of family and fun that Cokes,
that Coke gives you.
So, that's what they advertise, the feeling.
And that's what you need to get over
with your cleaning service.
It's not, we clean, here we go.
It's the feeling that your cleaning service provides,
and if you connect with a lot more people
on that emotional level,
you will find getting customers a lot easier.
And also, you're gonna make that connection with them,
which means you're basically gonna blow their minds
because you're so much different
than anybody else out there,
and they will tell a lot more people.
Trust me, this works.
So, once you've done that,
obviously, you'll comment on how horrible it is
that she's gone through that
and that no customer ever have to go through that again,
and that you apologize that there are cleaning services
out there that basically, they do this to people.
When are you available today for me to come and see you?
Now, I know what you're really thinking probably,
but hang on a minute,
but, I don't have time to do it today
and I don't have time, this and this.
You have to make a certain amount of time available
in the evenings for this.
I'm not saying necessarily during the day,
because if you can't during the day,
you can't, you really can't.
'Cause you can't let your current customers down
to go and see new customers.
But it's a case of trying to get
at her house as soon as possible after that phone call.
Because her head is there, she's buying.
She's deciding she wants,
you're making that connection,
the quicker you can get her to the
"Yes, I'll pay you this much, come and clean for me,"
the quicker you can make that transition,
the better your chances.
It's probably about 90%, or 100% better than if you say,
"Okay, I can't see you for two or three days."
So, by then, she's had other cleaning companies in,
and by then, it's not an emergency anymore.
That point where she's making that phone call,
that's the important stage.
So, even if you can schedule something out
or do something different to go and see her
as soon as possible, do it.
And obviously, it depends on her availability.
Guys, remember, if you've got any questions
in the meantime, ask them,
and I'll answer some questions afterwards.
After I've gone through the sales script.
And then, you basically just say to her,
right so, when is the best time for you
for me to come and see you?
Because you want to make it as, sort of,
about them as much as possible, rather than about you.
You never say, oh, I'm busy, or whatever.
It's not about you, it's about them.
So, then when they say, "Okay, well, I get home tonight,
"say, for instance, five,
"You know, so I can do after five."
And then you'll sort of say,
"Okay, well actually, I'm seeing another customer
"at, sort of, seven, so I'm sure it'll be perfectly fine
"if I could maybe come at half six,
"is that convenient for you?"
Then if she says yes, then fine.
You organize it for half six.
But if she says no, then you say,
"Oh, okay, so what other evening can you do?"
And she says, "Well, maybe tomorrow night."
And then, you never say okay. (chuckles)
You say, "Let me check my diary."
Because remember, you're busy.
You're very, very busy.
If you just have all this time to spare,
then at the end of the day,
they're gonna think, okay, so, hmm, yeah.
You need to, sort of, obviously say to them,
"Look, I'm very busy, I'll check my diary."
And then, obviously, arrange for a time to go and see her.
And then you need to make very, very sure
that you get her email address.
Now, one thing
I did wrong, and a lot of my managers did wrong,
for running my cleaning business was actually the fact
that of getting that first email address wrong.
Writing it down wrong.
It's a very easy mistake to make.
So, he best thing you can do is actually ask them,
can you email me, or can you text me?
Because obviously, they, probably in most cases these days,
they're texting or phoning you on your mobile,
so you'll have their number already.
So, you can just say I'll text you and you text me,
but can you please text me your email address
because I need to send you a confirmation about our meeting.
And just to make sure it's still alright with you,
and that you agree that I can come and see you,
and just for you to agree, obviously,
for me to email you just a confirmation email.
Obviously, I've never had a no.
So, they'll obviously send you an email address,
but at least you won't get it wrong
and then you have to, embarrassingly,
have to phone them back and say,
oh, I'm so sorry, I didn't get your email address.
Because, in this email, is a very important email,
because obviously you're gonna state there:
Thank you very much for calling us.
We look forward to seeing you this day and this date.
In the meantime, here's a checklist.
And this checklist is basically for them
not so much to check,
not for them to see what you're gonna do,
it's more to show authority, to show you're different.
Completely different, because you're gonna wow her.
Because I bet you, well, nobody else is gonna,
sort of do this apart from people
in this sort of cleaning coach group.
So, nobody else knows about this,
and I've never heard or seen
any other cleaning company do this.
But you're sending that checklist
over to them to say look at me.
So, you're making that impression,
and you're already saying, before you've even seen them,
look how good I am.
Isn't that awesome?
So, you're giving that impression,
and then just ask them fill it out.
If they don't fill it out,
hey, just take one with you in any case,
on the walkthrough.
But, if they do, brilliant.
So it's just for them to see and for you to build authority.
And if they do fill it in,
you can then liaise through obviously.
Sort of tailor that checklist to them.
Obviously, that checklist is very thorough.
Remember, inside my private group
is the Domestic and End of Tenancy Checklist
that you can use,
include and make it your own.
And then, obviously, you need to finish
the call, or the sales call,
before you go and see her with two very important questions.
Because you need to make sure
that she understands you don't just jump for customers,
and you don't just go and do any customer.
You choose your customers,
which in the ideal world, that's what you need to do,
because you need to choose your customers,
'cause otherwise you're gonna get the customers
that's gonna make your life hell
and you're gonna feel like quitting every five minutes.
Because, I remember I used to in the beginning,
literally, it's so frustrating.
They don't appreciate you,
they really don't even care about you.
It's not personal, but I used to take it personal.
I don't know if you do do,
but please, don't take it personal.
But that's what happens.
So then, you just gotta ask them,
obviously make sure you're gonna obviously say
about the emailing, "I'm gonna email you.
Do you give me permission?"
Yes, blah, blah, blah.
Then you say to them,
"So, if you don't mind me asking you one last question."
Although there's two, you're gonna say that.
Obviously, one last question,
and she'd obviously say sure, she's not gonna say no.
Then you just say to her,
"If I turn up, say, for instance, you don't like my car
"or you don't like my hair,
"or you don't like the shirt I'm wearing,
"or you don't me, or you don't like the way I talk,
"do you promise me that you'll be open and honest with me
"and tell me that you don't like me,
"or you don't like what you're sort of seeing?"
Because what you want to create is that honesty
and you want to say to her, "Look, I'm transparent.
"You're in safe hands.
I will look after you
because I want you to tell me if I'm not good.
And I want you to tell me if I need to change my car
if you don't like it."
Well, actually, you'll probably say tough
if they don't like your car.
But, obviously, remember always to turn up in a clean car.
But, it's just to reinstate
the trust us, you're in safe hands.
I'm gonna take care of you.
I'm not gonna do what your other cleaning company did,
or what your other cleaner did.
So, just really
emphasize on the You're Safe, right?
So then, obviously they're gonna say yeah, sure.
I don't think I've ever heard a no.
And then, you ask them,
"So, do you mind then,
obviously, when I do some and see you,
do you mind then if I maybe can tell you
if I think we're not gonna be a good fit for each other?"
And obviously, she's gonna say yes.
And once again, what that's saying is
we're important, we're good, we're authority.
We choose our customers
and therefore, you might not be chosen.
It's as simple as that.
And so, you're just sort of reinstating the fact
that you're special, you're different
and your price is gonna be higher
because you're more professional,
and the way you do things is more professional.
Then, you just say, again,
so, okay, say, for instance,
"Vickie, thank you very much for your time.
"Thank you for calling your cleaning service.
"I really look forward to seeing you tomorrow,
"this day, this time."
And obviously, remember they need to text you their address,
just so you know where to go.
And then just say bye.
And it's literally your first call
when a customer gets into your business
that will make all the difference
on how you deal with customers,
and how you make them feel,
and how you connect with them on that emotional level.
Good luck on your sales bit.
You can go through it again and, if you're interested,
like I said, that's one of the lessons
inside my Customer Magnet System.
Really get that emotional connection with your customers.
So, that's it from me tonight, guys.
I'll see you later, bye.
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