The question came up on MikeysBoard on how to go after commercial accounts. I addressed the question over there. I decided to copy and paste my reply here too. I've covered this before, but these reminders may be helpful for some of the newer fellows here...


How To Get Commercial Work:

I typically like to target larger "choice accounts". To start the "selling process" I will usually contact them by telephone first. I introduce myself and ask to speak to the person that handles carpet cleaning. The gatekeeper will most likely roadblock you (expect that). That's OK. All I really need is the decision makers name at this point.

Then ask the gatekeeper if you can send them something in the mail. The gatekeeper will generally say yeah sure. Now ask the million dollar question --- "Who should I make that attention to?" Most of the time, the gatekeeper will give you the person's name who is responsible for deciding on carpet care. COOL! You now have the decision makers name.

Send the decision maker an introductory marketing letter along with a flier (these are included in the CMS marketing program). The sales letter is simply used as a door opener to give you a way to follow up, by phone or in person. You're now able to follow up by calling on the decision maker, since you know who that person is and since you have made contact with that person by mail. When you call, you can now tell the gatekeeper that you need to speak with Mr Smith because you sent him some information about carpet cleaning. The gatekeeper assumes that you and Mr Smith are already working together on the carpet cleaning since you asked for him by name and since you already sent him information about carpet cleaning. Sneaky, sneaky.

Once you get the decision maker on the phone, set up a time that you can demonstrate how your company can fix their problems. Focus on problem solving: such as fixing recurring spill stains, lowering their maintenance costs, improving their carpet's day-in day-out appearance, keeping the carpet clean longer between cleanings, fast drying so the carpets go back in service more quickly, your professional service approach to dealing with any problem that comes up, etc.

Dress appropriately. I wear Dockers, and a white oxford dress shirt with my logo embroidered above the pocket. I may also wear a tie, depending on the type of customer I'm pursuing. Ask to speak with the person that's responsible for the carpet cleaning. This may require making a few return visits. BE PERSISTENT, the effort pays off.

Once you get in front of the decision maker, take about 10 minutes to show them your Presentation Binder (a PowerPoint presentation is also included in the CMS program). The presentation should get them excited about your service. Using a sharp looking presentation sets you apart from all the other carpet cleaners in your town. In fact this places you light years ahead of the competition.

Measure the account and work up your pricing. Perform a carpet inspection (use the Carpet Inspection form in the CMS program). Help them see areas where their carpet maintenance can be improved. Become their commercial carpet ally.

Do a demo. If possible, during your demo clean half of a spill stain using the Releasit Spill Stain Treatment technique... http://www.cmmonline.com/article.asp?IndexID=6635489 By cleaning half of a stain, they'll be able to see that the side you treated didn't come back. Guarantee they'll call you back.

Mail, E-Mail or Fax them a Proposal and a Contract. (You can select the appropriate proposal and contract from the CMS program).

Follow up with a phone call.

And then continue to follow up afterward. They may not be ready to make a carpet cleaning move at this particular point in time. So you may need to revisit them a few times. Continue to send fliers and postcards to keep them aware of your company (you guessed it - this material is in the CMS program too). The main thing though is to hang in there though, because your future prosperity hangs on getting the account. Successful marketing REQUIRES a measure of commitment. Be willing to devote a designated portion of your weekly schedule to doing marketing work.

I hope these few suggestions will help you. These techniques have worked for me. If you'll put these pieces in place, you will be successful. How do I know that? Because this approach to marketing WORKS flawlessly for me, and I'm not any more special than anybody else. It can work for you too.


P.S. Here's a link to the CMS program. There is a ton of useful material for obtaining commercial accounts in this package... http://www.excellent-supply.com/store/pc/viewPrd.asp?idcategory=12&idproduct=83








Rick Gelinas

Hey Rick, what would you personally define as a "Choice Account"?

I find that some accounts I thought were "choice" weren't exactly that - i.e. I cleaned a 20,000' library that I thought would be a choice account because of the massive sqfootage, but, man, it was a bugger to clean between all the rows of books sticking out, among other things. And on top of that, they were very particular that I would get right up to the edges of the bookcases, so there was a lot of manual brushing.

So...What is your definition of a "choice account"?

Thanks!

Joe

PS Maybe we all should chime in about what to go after, and what jobs to avoid....

I consider "choice accounts" anything that offers a potential for real profit. Your 20,000 sq ft library would fall into what I'd consider "choice" - even with the obstacles (that just adds a bit of a challenge).

What is NOT "choice" for me would be a little mom and pop office or shop on Main Street that only wants their carpets cleaned ONCE, and may or may not ever call you again. Sure, the little nothing accounts are OK for a little bit of filler to the schedule, but I prefer to look toward greener pastures to grow a successful commercial business.

I would try to shoot for nice offices and buildings that have larger installations of carpet. And in addition to pursuing a single office location, go after the entire building or complex. This may require rethinking your approach somewhat. But targeting good accounts that have the potential to benefit your business is where the real money can be made.

You may be shy about going after BIG accounts. You may feel a little intimidated by fancy upscale businesses. You may be reluctant to go after accounts that are already being cleaned by a janitorial company or have an in-house service program. But let me tell you, ALL those buildings have carpet. And that carpet needs to be cleaned. Shouldn't you be the person cleaning it?

You may need to work on your own head first. You may need to get get comfortable with the idea that you can and WILL sell these juicy accounts your superior carpet care.

And you will likely need to persist. It may take a little time, but you will crack the nut if you continue to call back and show a genuine interest in them. Don't be afraid to continue to relentlessly hammer away at it. In marketing terms this is called "farming". A farmer plows, plants seed, fertilizes, irrigates, and then finally harvests his crop. It's the same here. You're not just tossing out a few seeds. You are CULTIVATING your territory, working your field of quality prospects until they are ripe and ready for harvest.

My advice is to look around your community. Single out the accounts that you would really like to have. And then be determined to go after the good stuff. Keep in mind that it is worth your effort. In fact, your future prosperity depends on it.

That is what I mean when I said...
I typically like to target larger "choice accounts".
Target with the precision of a marksman. And then farm those choice accounts.

To sum it all up, consider the words of this old Steely Dan song. It captures the essence of what I'm saying...

Throw back the little ones
And pan-fry the big ones
Use tact, poise and reason
And gently squeeze them





Rick Gelinas

Good stuff, rick! thanks for the words of encouragement. I read a post on the ICS board that quoted mr Hilton of hilton hotels that I thought was appropriate:

"If you want to build a big ship, you must go where the waters are deep...."

Good food for thought...

Joe

There was an account that I wanted< so I drove by one day took a picture of the building, had it enlarged and I posted it on my desk so that every time I sat at my desk the picture was right there, long story made short, we got the building, that was 20 years ago, we are still cleaning that building. <br> The picture was the key, if I had not done that and kept the thought foremost in my mind, there was a good chance I would still be thinking about calling on the building to ask about carpet care, but only when I drove by the site, and than the thought would be gone again until the next time I drove by the site.

Good one Don. I guess like they say, out of sight out of mind so the opposite must be true as well.

One thing that might be helpful is for you long time commercial carpet folks to tell us how long it typically took to finally land these commercial accounts.

That way we can realistically know what to expect and not get discouraged if we're not getting instant results.

The real big accounts can take a year or two to land. The smaller 20,000 to 40,000 sq ft offices can be aquired in a few months

Thanks Don. I just thought it was funny how you called a 40,000 sq ft office small. I guess I've never seen a big account yet.

Marketing definitely has a way of humbling you, no matter how ready you think you are. Just have to keep going. It's hard to know how close you are to landing an account until you finally get it.

One of my biggest challenges right now is dealing with the apathy of people in charge. Carpet care just doesn't seem to be all that important to them. Sure they know that the present building maintenance company does a horrible job. Some didn't even realize it was in the contract. Yet, getting them to move is not easy.

I know timing is everything, so I just need to keep hitting those potentials.

Yea i wish i will eventually get a "small account" in the 40k range. I'm new to commercial canvassing, so we'll be focusing on that much more this winter.

Did a residential estimate today which could be considered commercial, custy has approx 700 sq ft berber carpet in her basement, and she wanted a monthly plan as she will be putting a day care for her 2 kids and 2 other neighborhood kids 5 days a week down there w/ supervision, etc. Quoted $110/month for 12 months. Right @ .15 cents. So...$1320 for the year. Also a living room/dining room combo for either one time or twice a year cleaning total $150 each approx, around $1500 if all goes well.

Gotta start somewhere in the "commercial" cleaning industry.

Looking more at the long term relationship with client and possibly neighborhood referalls, friends, this is a big million dollar home.

Getting commercial accounts is not easy Most of our accounts
we started by solving a problem they had and went from there to turn it into an ongoing maintenance program.

So basically you just need to get your foot in the door by solving and problem and in time, they may have you do more for them? I can definitely see a lot of problems in the places I'm visiting.

Yes, but once you solve the problem go after them right there and than, if you let time go by everything is fine with them until the next problem