Spring Has Sprung! Is Your Faucet of Profit Just Dripping, or Worse… Turned Off?
Hi. My name is Jim DuBois and I own Squeegee Pros, Inc. out of NC and am founder of WindowWashingWealth.com. We are pointing out the most common business building mistakes that window cleaners all over the world are making in their business building efforts. Not only will you discover major mistakes, but you will also learn how to avoid them or prevent them from occurring again within your business.
This isn’t just theory thrown at you. Using effective and specific marketing techniques will build you a thriving and very profitable company.
A couple of notes before continuing. One of the worst mistakes you can make as a window cleaning business owner is to be fooled into thinking that you are in the business of producing and delivering a window cleaning or pressure washing service. You need to do a great job, of course. But you're in the business of marketing your services. The faster you realize this, the faster the cash will flow in.
You may disagree, but the point I need to bring out is if you become an expert at window cleaning and don't do any marketing, you won't have a business worthy of some eyebrow raising. You'll be an "expert" with little to show for it. So, marketing is your business, not just part of your business in the backdrop.
This may require some different thinking than perhaps what you're used to, but if you think of yourself as the "owner" (marketer) of a window cleaning company instead of a "window cleaner" (technician), you'll soar over your competition. Most window cleaners whether commercial or residential are in survival mode because they don't understand the critical importance of marketing their business and marketing it regularly. Go here to get out of survival mode.
Some of you that may have attended one of my Window Washing Wealth convention classes may recall the following power point slide. It talks about the Marketing Dial. You must keep marketing to keep your guys working AND to keep your company growing. Especially when it comes to residential jobs. They are normally only done once or twice per year. It takes time to build to one or two thousand customers that you service each year that call you keeping your staff busy. Even then, in many cases, you need to still reach out to them and let them know their service is due and you are here to do it. So, the marketing never stops. The goal, as many of you have heard me say is, "be the obvious one to call". Makes sense, right?
Similarly, in commercial storefront work, you have to keep selling in order to keep growing, to add on new routes and technicians. But unlike residential marketing, commercial storefront marketing turns into residual on-going income as long as your technicians keep showing up, cleaning the store’s windows over and over again. Stay tuned to future Business Builder articles relating to our marketing arsenal for more in-depth, laser focused marketing methodology.
The Marketing Dial has another purpose too. It needs to be turned up and turned down depending on several factors which we will talk about including:
- the season
- the number of techs you have
- was a technician let go or quit
- new hires
- how fast you want to grow
1. The Season
Residential is or can be seasonal. The revenue goes up and it goes down. Depending on your location in the country or when the spring season or warmer weather kicks in will dictate when the phones will aggressively start ringing and an abundance of incoming emails will flow. Typically for us and most of you, it starts at the end of March or the beginning of April for Spring Cleaning. This is the time to be staffed up with technicians and ready to do business. This is the busiest time of year and runs through July. These are in most cases your highest revenue months and most profitable too. Just like you, we are super busy with existing customers who want and need to get on our schedule. We are marketing to them primarily by email blasts reminding them to get on our calendar, and it fills up FAST, very fast. Our marketing dial is on (just like yours should be) but not on full blast until the end of the peak is HALF way here, then we crank it up. Did you catch that? HALF way here, meaning we are already anticipating and ready for the approaching slow season half way through the busy season. So, when the end of the busy season is looming (Spring or Fall) we are already marketing aggressively…"When ramping up your marketing plan, don’t wait. Plan ahead, with your plan already in place by the end of the spring season. Typically, by June we are already ramped up in anticipation of the traditionally slower August and September months. This is how all of our residential technicians stay booked out an average of 2 or more weeks in the looming slow time."
Things slow down increasingly in August and September. Families are on vacation, school is starting, and money can be tight. Fortunately, the marketing dial is already turned up. You want to keep the work coming in, keeping your technicians busy and the revenue coming in.
The fall kicks off our second busiest season. Starting in October and increasing in November and continuing right to the Christmas holiday and in our case to the last day of December. Our marketing dial is on at about mid flow (depending on the bullet points above). The calls and emails are coming in and our techs are busy for the ensuing holiday rush. Again, staying ahead of the marketing curve the dial gets cranked up at half peak season to carry us through the winter. During this time, we initiate aggressive campaigns to start filling out our January and February calendars.
Then comes winter, more notably, January and February. If you are anywhere in the south where the weather is more mild, your teams will be able to work, enough to keep them busy enough right up until spring. We are in Charlotte, NC so the temperatures can be in the 20’s one day and in the 60’s the next day. We keep our crews going week after week the best we can. There pay is not always what it is in the height of busy the season, but it is enough to sustain them in most cases. During this time, we aggressively push vacation time for them. Those technicians not on their A-Game are let go. If needed, we criss-cross them into our commercial division so we keep them busy and on our team in anticipation of spring where we put them right back into residential.