Commercial cleaning services usually come with a wide range of specializations such as building maintenance, handyman services, and even pest control. Naturally this allows your business to serve an equally wide range of other industries. And with that wide range, you have a wider market from which you can gain janitorial leads.
However, not all those industries in turn will require all those services. Why is this significant? It’s because you might still be marketing those services as part of your entire lead generation campaign. This is not only unnecessary but also counterproductive. You’d be surprised at how many more janitorial leads you can generate if you focus only what a prospect might require.
Think about it for a minute. If you were, for instance, looking for janitorial services with experience working with hotel and restaurants. One day, you get a call from two telemarketers each representing a janitorial service.
- Caller A – This one tells you they’ve had experience working for hotels, restaurants, hospitals, factories, schools etc. They go on and list a number of skills available in their workforce.
- Caller B – This one just simply says they’ve heard about your hotel business and say their janitorial company has the necessary skills to service hotels. Period.
Can you guess which one generates more commercial cleaning leads? Caller B. The reason? It’s because this telemarketer just told you what you needed to know. You were not looking for someone who specialized in cleaning up different kinds of work places. You were only looking for a janitorial service provider who can clean and maintain your specific business.
Now this doesn’t mean you, as the service provider, shouldn’t diversify the skills of your workforce or your industry expertise. It simply means you should only market the services that correspond to your target businesses. Otherwise, you’re just overloading your prospect with too much noise and too little value!
Marketing approaches that present too many options are more likely to induce decision anxiety among prospects. This excerpt from the Harvard Business Review talks about the same effect among consumers but it can also apply to B2B customers:
“Consumers spend far longer researching products today than they did in the past, and yet 70 percent don’t make a decision one way or another about which brand to buy until the point of purchase. Even after making a purchase, one fifth of consumers continue to research the product to check if they made the right choice. Forty percent, meanwhile, admit to feeling anxious about the purchase decision they made. All this suggests that consumers are actually overwhelmed, unable to effectively process the flood of product information and choices.”
In fact, it doesn’t even matter if you replace telemarketers here with email marketers. If you’re approaching targeted prospects then your message should correspond to them only. Don’t overload them with too much information and present too many cleaning service options. What’s the point of specifying and differentiating your expertise in certain industries if you just send them all the same marketing message? When you approach a business, you’ll get more interest if you tailor your message specifically to their needs. Gather more information about your prospects before making any direct marketing attempt. Keep the message short and simple (just like Caller B). Limiting your cleaning service options isn’t about eliminating them but giving only the options that matter to your prospects.