Offering Something Unique in Your Cleaning Business

Cleaning houses. What could possibly be unique about that? How many different ways can you dust a shelf or clean a toilet? Granted, there are many many cleaning businesses and professionals out there, so coming up with a unique approach to cleaning houses or businesses is going to be tough. Let's consider why people buy the things they do, whether it's a product or a service. And try and apply that to making your cleaning business unique and appealing.

An Emotional Appeal

Believe it or not people make purchase decisions based largely on their emotional response to a product. Even if it's something as simple as buying a loaf of bread. Then, afterward, they justify the decision with logical reasons. Which loaf of bread has a more appealing label? Which one feels softer when you squeeze it? Which one tastes better when you tried a sample? Which one has better nutrition to keep your body healthy? You may think all those criteria lead to a logical decision, but there's really a lot of emotion behind them. The criteria we use to judge whether we should buy something or not comes down to two factors:

1. Increasing your pleasure

Will buying this product or service increase your pleasure, comfort, happiness, contentment, status, social acceptance, etc.? The pleasure of eating really good artisan bread, compared to a slice of air-filled white fluff, is a significant motivator for many people. How could that apply to your cleaning business? These are some things your prospective customer is going to run through their mind when interviewing you (consciously or unconsciously): Will I have a pleasant interaction with this cleaning provider? Do I trust them to be in my house? Do they have a professional appearance that my friends and neighbors would admire? Will they do a great cleaning job so that I can save time and enjoy a clean house?

2. Avoiding or decreasing your pain

Will buying this product or service decrease your pain, discomfort, unease, dissatisfaction, annoyance, etc.? Buying the cheap, white bread to avoid the discomfort of paying more money for the artisan bread is important to some people. Of course saving money can bring on a pleasure response also, not just avoiding letting go of hard earned dollars. So what kind of pain or discomfort would a prospective (or current) client think about avoiding in hiring your cleaning business? They really don't want to go through interviewing too many prospects, and settle on one of the first people they meet. They don't want to pay too much for a cleaning service. You were recommended by a friend and they don't want to disappoint the friend by rejecting you. They really hate cleaning their house and will take the first person that will do it for a reasonable rate. They had a cleaning person steal from them before so this time they do a thorough background check to avoid that pain again. As you can see there really is a significant emotional component to answering these questions or concerns. When it comes down to it every purchase is decided on to either increase pleasure or decrease discomfort. Sometimes one is a greater motivator than the other. Avoiding pain or discomfort can be a very powerful motivator to get people to do something. But, it's probably not the right one you want to hit when selling your cleaning services. How does offering something unique in your cleaning business fit with these buying decisions? Most people are attracted to "new and improved" anything. The brain sees it as a new chance to experience pleasure. Novelty is pleasurable. Possessing something that is rare, unusual, or unique is also pleasurable. More on this later.

The Warm Fuzzy

Hitting the "warm fuzzy" button with a client will get you far better results, and probably a longer term relationship, than the "cold prickly" button. Even though people will jump to action much more quickly to avoid the cold prickly, a warm fuzzy response will help to build a stronger client relationship. Overall, why not build your business around warm fuzzies for everyone. A pleasant attitude, a holiday thank you card, a smile, a professional air will all contribute to your client continuing to experience them. Racking up the warm fuzzies will help solidify your client relationship. What could contribute to clients experiencing cold pricklies? Being late, working slowly, using foul language, grumbling, complaining about your bad back or your ex or your auto repair guy, wearing soiled clothes or shoes, etc. etc. This is part of what having a professional attitude is: avoiding behavior that sends out the cold pricklies to everyone around you. Granted, this may not be easy to do when you're really having a bad day (everyone has bad days). But, if your bad days outnumber your good days you might want to try a different profession.

How to Apply This to a Cleaning Business

So look around your area at the cleaning businesses and individuals out there. What services do they offer? What are their rates? What is their professional image like? What is their customer feedback like on social media? Also, reflect on what YOU would look for in a person that comes into your home or business to clean? Punctuality? Clean attire? Cheap rates? Well, there are probably plenty of potential clients out there that are looking for the same thing. When talking with a prospective client don't be afraid to ask if they've hired other cleaning people before and had great or not-so-great experiences with them. What did they really like about the last person? What did they think could have been done better? Listen closely!

Ideas for Being Unique

• Wear a professional shirt and pants with a unique color scheme.
• Send out thank you cards to clients a couple times a year.
• Offer a "rewards" programs - a gift for hiring you a certain number of times.
• Offer cleaning services at off hours to coordinate with your client's schedule.
• Hire a professional to create a business logo that really stands out (in a good way). Put that logo on your car, shirt, business cards, and paperwork.
• Leave a flower in a vase after each cleaning job. Maybe leave a mint next to the vase, too.
• Offer a referral bonus. If your client leads you to someone else that hires you offer to do one free house cleaning for them.
• Try your best to be available on a moment's notice if a client really needs you (without grumbling).
• Offer "upselling" services like running to pick up their laundry or do some grocery shopping or take the dog for a walk.

If you have other ideas for making your cleaning business unique please leave a comment! We'd love to add to this list. Because people like new and unique things your business will definitely have an advantage if you can stand out from the crowd. Offering things that no other cleaning professional does in the area will not only get you noticed, but keep your current clients coming back for more.