Cleaning Mentor

 

In my last article, I exposed what I see as a huge problem for many small businesses - they’re Oranges! It’s hard to be recognized by your prospects (and clients) when you look just like everyone else. Sure, your truck might be painted a different color than the competition and your logo looks different, but are those reasons enough to make a difference to your clients and prospects?

Your Banana Appeal, or Core Values, are the attracting force of your customers and prospects alike. You may have heard about the Law of Attraction: Like attracts Like. When your prospect or customer finds you (a problem that will be discussed in future entries) and believes your Core Values to be true, they will be attracted to call you. Here’s a scenario that plays out every day in every market:

A shopper peruses the yellow pages for a carpet cleaner. She looks through the ads for *something* that appeals to her. For brevity, let’s say she is looking for a company with the following Values: Trust, Excellent Work, Respected in the community. She automatically dismisses the “too good to be true” ads and also those who don’t appear to fit her idea of having strong values. She zooms over ads with a cartoonish look or those who state that they use $50,000 truckmounts. These values just aren’t important to her.

She likes one ad but has to chuckle at the following proclaimation: “We’re the Best!” Subconciously she’s laughing because she knows she would be hard-pressed to find a company boasting, “We’re NOT the Best!” It just doesn’t pass her “well I’d hope so!” test, so she moves on.

She finally settles on 3 companies that she identifies with. The ads are all geared towards what she considers a strong set of Core Values. Upon further examination of the ads, she sees that one of the companies is deeply involved with local charity work. The other 2 might also support local charities, but their ads don’t state so.

She makes the 3 calls, the first to the one that says they support local charities. She discovers that they immediately spit out a price - an unbelievably low price. They didn’t ask how she heard about them, didn’t consult with her about her needs or what she’s looking for in a cleaning. They just told her the price thinking it was a deal sealer. For someone primarily interested in lowest price, their answer may have been justified. But in her case, she’s already been down the cheap road a few times, and was disappointed. She found a False Banana in this company.

She left a message with the second one, but got right through to the third.

She raised her concerns about trust, providing excellent risk-free work, and community involvment to the professional on the other end of the phone. The person on the other line knows his business, addresses her concerns, asks a lot of questions about her needs. The woman books the job.

She has found a Banana.

After the job is complete and the nice technician leaves, she is thrilled with the job and calls her friends and neighbors to brag up this Banana company. After all the technician did go above and beyond the call of duty, as he always does, and she appreciates the bonus value the Banana company provides. The Banana Company technician also advised the lady that they work primarily on referrals, and asked if she would be so kind as to let her friends and family know how happy she was with the work. She happily complied with his request.

This is how a Banana Company operates. Instead of believing every caller is a potential customer, they assume nothing. They ask pertinent questions. They explain their Core Values. They attract those who are like them, thus resulting in a happier client and more referrals from those who are like them.

There is another related problem in our industry. Even though many companies have discovered their Core Values, they don’t capitalize on them, don’t know how to explain them, or both. The first scenario reveals this common problem. They said the right things in their ad but they didn’t capitalize on their opportunity. They might have assumed, like most of their calls, that she was just another price shopper and they don’t “waste” time by consulting with their prospects. If they had consulted with her instead of assuming that she just wanted the cheapest price, they probably would have secured the job. Perhaps the rest of their system screams Banana; the woman will never know because they blew it.

I hope you’re starting to see the absolute need, not want, to become a Screaming Banana. If you’ve already converted, great - double check that your processes confirm that your clients and prospects are receiving Banana treatment from the initial lead generation ad all the way to the last follow-up call, right down to your website and marketing materials.

If you’re not a Banana yet, it’s never too late to start. First discover what makes you the best. Ask yourself if others are saying and doing what you say and do. If that doesn’t pass the Banana test, it’s time to rethink your differences.

A great way to discover your Banana edge is to survey the type of clients you want to attract. If you’ve been in the business for at least a year, you’ll instantly think of the top 10 clients you really enjoy working for. If you go through your client list, within about 10 minutes you should be able to identify 20-50 that you love to work for. Research these great customers and find out why they chose you. Ask a lot of questions such as:

1. Where did they hear about you?
2. Has she had another company clean for her before? (If so, find out why she didn’t call them back)
3. Find out what EXACTLY she’s looking for (her “needs and greeds”)
4. Learn about her networks, if possible (country club, chamber involvement, etc)
5. Ask what she likes best about your company over the competition
6. Determine if she is a “Maven”. Mavens are trusted by others and tend to tell everyone about the goods and services they purchase - both good and bad!

Once you’ve completed your fact-finding, study what your favorite clients are telling you about your company and start to develop a set of Core Values. 2-3 Values are enough. Once your Core Values are complete, think up ways to make your company stand apart from the competition. Consider inviting your top 10 favorite clients into a “Business Development Meeting” where you ask consultative questions and write down their responses. Buy them dinner and make them feel special. That’s what Bananas do!

After you’ve discovered your Banana Edge, writing a Unique Selling Proposition and standing out amongst the Oranges becomes very simple. Putting it into words (copywriting) and images can be difficult. In a future Cleaning Mentor blog we’ll discuss ways to overcome this problem as well.

Until next time, my dear Banana…

STCM

 

 

  

In my career of owning a few businesses, studying the competition, and working with cleaners, restorers and other service businesses, I’ve unlocked what I consider the #1 problem with most companies.

They’re Oranges!

Allow me to explain.

Several years ago I was studying my local phone book in various categories of service businesses. As I perused categories including auto shops, caterers, carpet cleaners/restorers, insurance carriers, and many others, one thing became abundantly clear - there was no reason for the reader to choose company a over company b, c, d, e or f.

To draw an analogy, imagine you’re looking at a bushel of oranges. Right on top you see a fresh banana sticking out. Mentally you note it doesn’t belong there. Perhaps your brain subconsciously starts singing the old Sesame Street tune, “One of These Things is Not Like the Other…” Or maybe it’s just my brain. I digress…

When I see a company that stands out, I call that a Banana company. If it really stands out, it’s a Screaming Banana. If it just blends in with the others, it’s an Orange. If it’s extremely bland, full of platitudes and would be less painful to pluck out your fingernails than look at that company’s ad again, it’s a Whimpering Orange.

Now that you know these highly technical terms, let’s look at the problems and discuss some solutions.

The biggest problem I see is the Orange company does not have a core value that’s different from the rest, and/or it’s unimportant to their prospects and clients. It becomes painfully obvious when we look at their ads that are full of platitudes:

“lowest price!” “best service!” “professional equipment!” “we’re the best!” “in business since 1902!” Are these defining reasons to choose Big John’s Carpet Care over Express Cleaners? I submit they’re more confusing to the poor reader than helpful.

The good news is that the Oranges are many and the Bananas few and that makes it pretty easy for you, the New Banana, to capitalize on the problem. Beware that the old fashioned Banana company can also turn brown. More about this in the future.

So how does one become the Banana, or ideally, the Screaming Banana? Pull up a peel and let’s discuss it.

I’ll start off by recommending that one really studies their market BEFORE jumping into business. Note what others are saying and doing and think of ways you do things better. If you’ve already started your business and are an Orange company, don’t think you’re alone. In fact if you run an Orange company, you’re in the majority so don’t feel bad. Just know that there’s a real opportunity for you to take your business to new heights once you’ve become a Banana.

After careful study of your market, it’s time to develop a core value. One of the most prolific Screaming Bananas I’ve seen in our industry is Bolden’s Manufacturing in Noblesville, Indiana. Kurt Bolden is my first pick for the Screaming Banana Award..if I had one. (Note to self: create…Screaming….Banana…Award…) Kurt gets the prize because everything he does is larger than life. His philosophy is simple: He is the Best.

He never claims he’s the cheapest, fastest, smartest, or brightest, just the Best. Period.

But wait - didn’t I just say that stating you’re the best is a platitude and should cast the company into the Whimpering Orange category? Well yes - for most people saying they’re the best doesn’t mean a thing to the casual observer. But Kurt doesn’t say he’s the best - He is. And he proves this time and again with his Banana approach to everything he does. One visit to his facility or a 5 minute conversation with him or his staff will back up his Banana apPeel. (just making sure you’re still with me with that pun)

Let’s get back to you. What is your core value? Are you the best? If so, how can you prove it? Do your actions speak louder than your words? A Banana doesn’t have to be best at everything, just one *important* thing will suffice.

Perhaps your core value is providing service above and beyond any company on the planet. That’s certainly Banana-worthy, if you can prove it. Another Banana example may be that your trucks are the most polished in town, which subconsciously tells your prospects and clients that you care deeply about the tools that will be brought into their homes and businesses. Logic dictates that if you care that deeply about your tools, that you’ll care deeply for the client.

Yet another Banana angle is the fairly recent Big Truck effect. Again, if you have the biggest truck in town, it can do wonders to your Banana image. The largest truck in town subconsciously tells your clients and prospects that You Mean Business! Of course any action you take has to back up your Banana image otherwise you’ll be looked at as a False Banana - another platitude. 

There are other considerations when picking a Banana angle, but let’s start off here. What is your core value? Let’s hear it below.

STCM

Here’s your chance to pick up a $200 credit at the Greenglides store. We’re looking for a name for the new HRI vs Greenglides website. The name has to be easy to remember, catchy, and apropos. We can’t pick one that is disparaging; but a name that’s factual, yet perhaps a little poking at the situation, will be chosen. Click Here for Details.

 

I know it’s been a little while since I wrote. I’ve been buried with work and some new and exciting projects. I won’t bore you with the work details, but I know you’ll be interested to learn that I copied the Greenglides Saga posts and comments to the Greenglides blog, where they belong.

This was a good temporary home, but they really do belong there. I will still be involved with helping them with their blog and GG vs HRI website. There will be many new developments and announcements coming soon. Here’s their Blog Address.

I’ll have some other updates very soon.

STCM

Be sure to stop by the BRC Systems Solutions booth and say hi to Dan, Keith, Val and I. When I return I hope to have some updates on the Greenglides saga and some pictures/commentary of the event.

Hope to see you there! 

STCM

The previous blog entry was getting a bit long so I’m carrying it forward to this post.

Let’s build on this action plan to move the PR campaign forward. I’ve outlined a pretty solid start. Is there any disagreement with this? Suggestions?

step 1: Get the info on a site where anyone can see what’s going on. Included is a brief overview of GG, where the case stands and where it’s going. (timeline format)

step 2: Create business cards, postcards and/or some print media that gives a rundown of the case and lists the website. We encourage them to spread the word and take action. Hmmm..how about a marketing piece that looks like a ballot???

step 3: (ACTION STEPS) March down to our distributors (and/or call) and find out their take. If we’re serious about this, we MUST vote with our feet.

step 4: On the website have petitions ready for download and print. The petition will have verbiage about the end-user’s support of GG and demands that HR stop the injustice. Copies of these petitions will be sent to distributors, mfr’s, Cleanfax, ICS, *POSSIBLY HR*, and (after some research) high-profile Class Action attorneys. We will need THOUSANDS of these petitions to make an impact. If each of us contacts 10 people and encourage them to contact another 10, it’s easily do-able.

step 5: On the website post a list of distributors who are GG friendly.

Jim Martin graciously volunteered his wife’s services to design a website. Thanks Jim!

Jeremy Sweetland courageously volunteered to purchase a 1-year doman listing. (name to be determined soon) Thanks Jeremy!

Mike P. and I discussed starting a petition of support for Connections. Mike can you provide a comment or two? 

I have volunteered to host the site.

Did I forget anyone?

Anyone else need a job? I’m pretty good at assigning tasks. Just ask my techs!

STCM

Have you heard of or kept up with the Greenglides saga?

I think it’s a damn shame that they’re wrapped up into a dubious lawsuit with Harris Research over glides.

While I’m not a judge, I’ve seen the patent and have seen the product; Greenglides are nothing like the patent describes.

The most damning defense is prior art. Even if HR had a question about patent infringement, prior art renders their patent useless. And boy oh boy is there prior art!

What do you think about this? Have you used glides or heard of them? Have they helped you? If so, or even if not, I’d love to hear your comments by clicking on the comment button directly below.

STCM

First, I’ve never liked Labor Day.

I know, I know - it’s a symbolic holiday to end the summer season. I get it.

But when one loves what he/she does, it’s just a day off for our clients; and that’s what bugs me.

Most of our cleaning clients are indeed of the White and Blue Collar variety, which means they work for the man. The man goes with the flow and gives the day off to our clients. Now who wouldn’t take a paid day off? I pay for my staff to stay home, too. I have no problem with that.

But as an entrepreneur, it just bugs me that we have to have a day off to celebrate labor; which means we’re celebrating work by not working.

It just doesn’t make sense, but I’m just an entrepreneur; what do I know?

Anyway, Sunny, the kids, and I are going to the city; the City of Pontiac, to be precise. We’ll be having fun at a festival called Arts, Beats, and Eats tonight.

We accidently went through it last year. We were in Pontiac (about an hour due ENE from our fine farm in Howell, MI) to visit a friend of Sunny’s who works at a popular Night Club in Pontiac called Tonic. We had heard of the festival, but didn’t put one and one together until we arrived.

When we saw the festival, we spent about an hour seeing the sites and about 20 minutes visiting her friend, who was working and couldn’t break away for long. We vowed to go back next year, which is now this year. I’ll take a few pictures for next week.

I hope you have a great Labor Day also.

STCM

Jim and Lee Pemberton have invited yours truly to teach our BRC class: “How to Become Wildly Successful” on Friday, November 3rd, 2006.

Also, the evening of November 2nd, 2006, I’m teaching a bonus course @ Pemberton’s using free software (provided) that WILL help you grow your business exponentially, if you use it.

For a limited time you can attend the bonus course totally free!

Click Here for more details about the courses.

STCM

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