It’s never too late to implement your upselling strategy. Get yourself ready with these campaign ideas for July – December.
As you’re pulling up to the end of the first quarter or 2016, let’s finish up a year’s worth of monthly upselling and cross-selling campaigns. Remember, you can choose to run your program less frequently – say quarterly for 4 upselling promotions a year – to get started. There’s no need to overwhelm yourself with planning or your staff with keeping up right out of the gate. You can check out the first six ideas here.
July: Christmas in July Pre-paid Service Deals
Instead of competing with all of the Fourth of July themed promotions, pick up a Christmas in July theme and focus on beating the heat with good ol’ Saint Nick at the beach, the lake, or the park – and push your gift certificates or pre-paid cleaning services and programs. Another play on a summer/winter mash-up is to use a design with holiday evergreens made out of watermelons or pineapples.
August: Sweet Thank-Yous
August boasts both National S’mores Day (10th) and National Marshmallow Toasting Day (30th), so play up nights around the fire pit or camp fire and the last days of summer before school starts. It might feel like taking a break from promotions and selling, but I recommend breaking things up with a soft upsell on referrals, something that appeals to your existing clients’ hearts and senses. For this promotion, leave a thank you note along with a S’mores kit; to alleviate food allergy concerns, it’s best to purchase pre-packaged kits. It’s the kind of thing that they’ll talk about to their friends – OH, you could leave a note about sharing S’mores with friends and leave extras!
September: No-Labor Day for Mom
Why does Mother’s Day have to happen only in May? Encourage mothers to celebrate themselves and their labors-of-love by leaving the cleaning to you – especially the extras like refrigerators and carpets and pressure washing and even a one-time special on laundry.
October: Silver Polishing Cross-sell
With two often-formal family meal holidays coming up, many clients will be looking to pull out the good silver…with all of its tarnish. Imagine a leave behind with a Victorian-inspired dinner scene dripping with Halloween cobwebs to start getting clients in both a cleaning and silver frame of mind.
November: Thanks-Giving Referral Promotion
The holidays are one of the easiest times to close sales on referrals from your current customers because the holidays just simply demand a clean and tidy home. So make November an entire month of Thanks-Giving by offering to donate 10% of the cleaning fee to your charity of the month or to the charity of their choice when customer referral gets his/her first cleaning. Extend the promotion to the new client for an immediate upsell: 10% of the regular service fee (weekly or biweekly) to charity when they upgrade to regular service (fine print: donation to be made after the fifth regularly scheduled cleaning is completed).
Tip: ARCSI members should consider the November promotion as a way to create awareness of ARCSI’s Kleaning for Kids charity with the Ronald McDonald House in their local area.
December: The 12 Gifts of Christmas
Folks love gifting others with the items and services that they enjoy the best, so remind your customers of the various “extras” you offer that they’ve found valuable. Run 12 different deals-of-the-day, just one each day: a small discount or 2-for-1 with the offer expiring that same day. Repeat something if you don’t have a lot of extras, and change up the promotion for it if you do. Traditionally, the 12 days of Christmas run from December 25 – January 5, but many businesses use the 12 days leading up to Christmas: December 12 – December 24. Alternatives: The 8 Gifts of Hanukkah, The 7 Gifts of Kwanzaa
Between these and the first 6 months of upsells, you now have a complete annual upselling calendar to keep your existing clients reaching for – and paying for – more. This is an easy program to set up and put on autopilot year after year, with maybe a few tweaks and switch-ups. And don’t forget that a successful promotion begins at least 2 weeks before you intend/expect for folks to need that special service.
CeCe Mikell is the Editor-in-Chief for CleaningBusinessToday.com, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also consults with cleaning business owners on business development projects.