Post by tailoredmaid on Dec 25, 2007 23:14:32 GMT -5
I posted this on another board and thought it might be beneficial here too. I'd love to hear your thoughts on what sets YOU apart from your competition. 
Saying you are better than a competitor really doesn't say much. In fact, it does more harm than good. You can lose a lot of business by claiming you are better than the next cleaning service by the mere fact that you have raised your client's expectations and put pressure on your staff to be "perfect" in every way. You are in a losing battle if this is your approach!
The key here is to set yourself apart by offering something that no one else offers. Is it great client/business relationships built on customer service? Is it weekend cleaning when others don't offer it? Are you an independent cleaner competing with larger companies? Do you offer errand services? What about other unique services? What REALLY sets you apart? Capitalize on your uniqueness! We can all be good at what we do, but saying you are better isn't what it's all about. It's about what sets you apart and makes you SPECIAL.
What everyone ought to consider is this: If you are one of many, you won't set yourself apart. You have to look at the psychology of the client as a whole. You need to play on their EMOTIONAL need for your services.
For instance, look at the above example of an independent cleaner...an independent cleaner can offer specialized time and attention to a client versus a larger corporation. That plays on the emotional NEED of the client to have a close and personal relationship with their cleaning service with a "hands-on" owner. The type of company you are running will define how you sell yourself to your potential clients. What's great about this is that both companies will attract different types of clients and everyone wins. You won't NEED to compete for the same clients the larger companies do: You have your own niche.
Going back to the marketing and selling of yourself and your service...there is a clear psychology involved in selling to your clients. Human beings are powered by emotion, not particularly by reason. The difference between emotion and reason is that emotion results in ACTION.
Using "Best Quality" as a selling point for many services, this does not speak to the EMOTION of the customer or client. Focusing on price and quality makes you sound like every service out there. What makes you REALLY sell yourself is speaking to the NEEDS of the client!
When we shop for ourselves, we generally use our minds (reason) and our hearts (emotion). Reason states that when we hire a cleaning service, we end up with a clean house. Emotion states that when the cleaning crew has been to their home, they have had a compelling reason to have you come back (ie. "I really liked the girls that cleaned my home!") They prefer the cleaning crew. They feel good about them. You've just spoken to their emotional side of the purchase and have met their NEEDS. It wasn't the clean home that compelled them to have you back, it was the feeling they got from having a great experience with the staff!
Rationality also speaks to us for the short-term only. It reassures us when we've made a decision to hire a cleaning service. However, it is the emotional aspect that will linger long after the house cleaning is done. After the reasoning is over with, the emotional feelings are what are imprinted in the client's mind. It provides both a short and long-term reward!
Every client is different and has different expectations. If you can identify their needs, you've got it most of the way figured out. Are you a good match? Do you meet their emotional need by offering what they have expressed are important? Or, are you selling them on what they "think" they need by using reason as your method of sales?
Realize that not every prospect is going to be yours to have. You can't be everything to everyone. Find your niche, select who will benefit from it by asking what the prospect's needs are, and build a positive and compelling reason to make them want you back again and again.
What are some examples of "needs" that are driven by emotion? Let's share them here!
Saying you are better than a competitor really doesn't say much. In fact, it does more harm than good. You can lose a lot of business by claiming you are better than the next cleaning service by the mere fact that you have raised your client's expectations and put pressure on your staff to be "perfect" in every way. You are in a losing battle if this is your approach!
The key here is to set yourself apart by offering something that no one else offers. Is it great client/business relationships built on customer service? Is it weekend cleaning when others don't offer it? Are you an independent cleaner competing with larger companies? Do you offer errand services? What about other unique services? What REALLY sets you apart? Capitalize on your uniqueness! We can all be good at what we do, but saying you are better isn't what it's all about. It's about what sets you apart and makes you SPECIAL.
What everyone ought to consider is this: If you are one of many, you won't set yourself apart. You have to look at the psychology of the client as a whole. You need to play on their EMOTIONAL need for your services.
For instance, look at the above example of an independent cleaner...an independent cleaner can offer specialized time and attention to a client versus a larger corporation. That plays on the emotional NEED of the client to have a close and personal relationship with their cleaning service with a "hands-on" owner. The type of company you are running will define how you sell yourself to your potential clients. What's great about this is that both companies will attract different types of clients and everyone wins. You won't NEED to compete for the same clients the larger companies do: You have your own niche.
Going back to the marketing and selling of yourself and your service...there is a clear psychology involved in selling to your clients. Human beings are powered by emotion, not particularly by reason. The difference between emotion and reason is that emotion results in ACTION.
Using "Best Quality" as a selling point for many services, this does not speak to the EMOTION of the customer or client. Focusing on price and quality makes you sound like every service out there. What makes you REALLY sell yourself is speaking to the NEEDS of the client!
When we shop for ourselves, we generally use our minds (reason) and our hearts (emotion). Reason states that when we hire a cleaning service, we end up with a clean house. Emotion states that when the cleaning crew has been to their home, they have had a compelling reason to have you come back (ie. "I really liked the girls that cleaned my home!") They prefer the cleaning crew. They feel good about them. You've just spoken to their emotional side of the purchase and have met their NEEDS. It wasn't the clean home that compelled them to have you back, it was the feeling they got from having a great experience with the staff!
Rationality also speaks to us for the short-term only. It reassures us when we've made a decision to hire a cleaning service. However, it is the emotional aspect that will linger long after the house cleaning is done. After the reasoning is over with, the emotional feelings are what are imprinted in the client's mind. It provides both a short and long-term reward!
Every client is different and has different expectations. If you can identify their needs, you've got it most of the way figured out. Are you a good match? Do you meet their emotional need by offering what they have expressed are important? Or, are you selling them on what they "think" they need by using reason as your method of sales?
Realize that not every prospect is going to be yours to have. You can't be everything to everyone. Find your niche, select who will benefit from it by asking what the prospect's needs are, and build a positive and compelling reason to make them want you back again and again.
What are some examples of "needs" that are driven by emotion? Let's share them here!
