Posted in Business Articles, Housekeeping, Small Business Tips

12 cleaning upsells for 12 months – part 2

UpsellingIt’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.

Originally published on March 23, 2016 at CleaningBusinessToday.com.
Posted in Business Articles, Housekeeping, Small Business Tips

12 Cleaning Upsells for 12 Months

UpsellingUpselling to your current customers is easier, less expensive and more profitable than relying only on new customers to raise your revenue. Part 1 of 2.

Pull out your annual marketing plan – if you have one. Take a look at the promotions you’ve slotted in for each month because, let’s face it, most promotions line up with the primary holiday each month.

Who’s your target consumer for those promotions? I’m betting you’ve designed your monthly promotions to get new clients on your schedule and even include in fine print at the bottom of the email, postcard, or flyer “New clients only” or First-time clients only.

I challenge you to add a second, concurrent promotion of either an upsell (add-on to an existing cleaning appointment) or cross-sell (add-on or big enough to be a separate appointment) specifically designed to entice your current clients to buy more from you. And I’ll even make it easy with 12 great upselling promotions you can deliver via email or leave behind with your current clients.

January: Refrigerator Cleaning Add-on

Once the New Year celebrations have ended, your clients have refrigerators that have weathered three food-based holidays in three months, and that refrigerator is pretty icky with spills and smells. A simple company magnet with your number makes a great leave behind – especially when it’s holding a simple note with the refrigerator cleaning rate right on the refrigerator.

February: Loyalty (or Frequency) Upgrade

Make use of the “love” theme in the air to focus a campaign on your happiest clients who haven’t yet committed to weekly or bi-weekly service by confirming a primary cleaner or team to take care of them when they upgrade their service. Remember to add a little fine print to allow for a proxy cleaner or team to occasionally visit to allow the primary team deserved time off.

March: Window Cleaning Add-on or Cross-sell

Consider a play on the Luck o’ the Irish and a pot of gold at the end of the rainbow for a window cleaning cross-sell. If you can offer only interior window cleaning, this promotion works well as an add-on to an existing appointment. But if you can offer exterior window cleaning (or whole house pressure washing), often a separate appointment is useful. Add a simple coin chocolate to a printed leave-behind for a bit of whimsy.

April: Spring Organizing Add-on or Cross-sell

As you’re pitching traditional spring cleaning to get new clients, your maintenance routine makes that unnecessary for your regulars. But often by this time of the year, especially at tax time, clutter presents more of a challenge than dirt. If you haven’t offered organizing before, consider starting small with linen closet, pantry, and toy organizing since those are usually focused, contained spaces that can be unloaded, sorted, and reloaded within a few hours.

May: Porch Cleaning Cross-sell

By May, most of the spring pollens around the country have completed their yellow dusting and left porches unusable – at least until someone hoses them down. Keep tabs on the visible pollen activity in your local area and time this cross-sell with enticements of favored outdoor spring/summer nights, but only after the porch or deck has been de-pollened.

Tip: This is a great opportunity to partner with a local pressure washer in a cross promotion, gaining you access to his/her clientele and broadening your reach.

June: Kids’ Room Deep Clean Up-sell

School’s out and many kids get to spend a week at a sleep-away camp during the summer. This can be a great opportunity for parents to have you come in to specifically deep clean just one room – every nook and cranny and even the scariest place on earth – under a kid’s bed. And it’ll probably take you long enough to include laundry service for this highly unique service.

Naturally, any one of these upsells and cross-sells can be re-framed as a “new clients only” promotion, but it’s nice to be able to make your customers feel special when they see that some services are only available to them.

And remember, just because you’re featuring or promoting a particular service doesn’t mean you have to offer a deal or discount. The awareness factor alone is often enough to drive conversions.

Oh, you noticed that that’s only six months, did you? Check back frequently at CleaningBusinessToday.com for the second installment. Type “upsell” in the search bar to see what other resources are available.

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.

Originally published on February 17, 2016 at CleaningBusinessToday.com.