WindowCleaningBusinessCoach.com

Are you smarter than Tiger Woods?

March 1, 2010 – 1:43 pm

Tiger is a pretty sweet golfer. The man is deadly with a 5 iron.

And yet he is a student.

Tiger has learned that the more you know, the more you understand that you know less than you thought.

Tiger Woods won eight championships and THEN felt that his swing needed to be reworked, so he got on it.

That’s the right attitude. That’s the way it should be. That’s reality.

Embrace it. Love it.

Realize that it means you can always do better. You can always improve in your window cleaning marketing efforts, and you can always make more and more tweaks that will end up depositing more dollars into your bank account PER HOUR.

If you’ve been window cleaning for a few years now, this message is for you.

The world’s best and highest paid golfing professional gets it.

Do you?

Kevin

P.S. I am attending an amazing marketing event tomorrow here in Toronto, and will have a chance to meet Dan Heath and Seth Godin, both of whom I am a big fan of.

I’ve studied 6 of Seth’s books, and 2 of Dan’s.

The ticket cost me around $400 bucks but the value I’ll receive from this 8 hour session is easily worth 10 times that amount, so in essence, I would be crazy not to attend.

Details of the event are below.

The lesson: Never stop learning.

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3 Ways To Sabotage Your Window Cleaning Marketing

February 25, 2010 – 10:52 am

1. Assume that because everyone else is doing it this way, it must work.

Everyone uses the yellow pages.

Everyone pays for the BBB logo.

Everyone’s company name should be front and center at the top of the flier.

Everyone knows that “getting fancy” with marketing is a waste of time.

Don’t make me tell you the Lemmings story.

2. You’ve slipped into a bad habit without even knowing it.

It feels comfortable, right?

You use the same old Microsoft word document flier that you got from that guy from that place, a couple of years ago. Oh wait – no – it was that other guy from that online forum, yeah – that one.

He was so nice to have emailed you that flier template…

No one has ever sat down and shown you otherwise, and you aren’t sure what else to do.

What else are you supposed to do?

This is pretty much the only thing you understand.

3. It sounds like it should work.

It kinda makes sense. Sorta.

Your brother in law came up with it, and he’s a pretty smart guy.

You’ve been doing it for a couple of years now. It’s a great idea, and people who bash it are simply jealous.

*****

Q: Why are these three saboteurs potentially deadly to your window cleaning marketing efforts?

A: Because they ignore the most important measurement of any marketing effort: whether or not it actually works.

Is it generating revenue for your window cleaning business, or not?

If you don’t have any idea as to the answer, please do yourself a favor and start tracking this stuff starting today. You work hard for your money, and it’s not fair to yourself or your family to keep flushing it down the toilet.

Tracking and measuring what works and what doesn’t is the only way to find out if you are your worst enemy, when it comes to your marketing.

You’ve got to get on it.

Don’t be a Lemming.

They’re cute, but they’re not very bright when it comes to recognizing when their headed for a cliff.

Kevin

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What to Compete On If Your Competitors Are Waging a Price War!

February 23, 2010 – 3:19 pm

Are you getting squeezed by competitors who are willing to do window cleaning work for far less you would charge, day in and day out?

Instead of getting frustrated, learn a lesson from the Walmart-killers of the retail world: When the competition is obsessed with price, change the rules, so that price matters less to the customers.

As John Jantsch puts it, “compete on emotion“.

If they are pounding the price card, don’t even try to compete. Trump their price with your “super-friendly” card, or your “so easy-going” card, or your “absolute risk-removal, if you don’t love it then we’ll come over and rub your feet” card.

Remember that people make buying decision based on emotions, primarily, and then back them up with logic.

As Dan and Chip Heath put it in their awesome book “Switch” – it’s as if we all have 2 decision makers in our heads: the emotional “elephant” that exerts tremendous influence over our actions, and its rational “rider”, who also has some say, but is a lot smaller.

Price differentiation is focused on persuading the rider within us to make the logical choice to save some money, but the elephant is a force to be reckoned with, if you can get him moving.

You just have to motivate him.

Make him feel important, noticed, and valued. If the elephant likes you, and feels safe with you, then you’ve often got the rider beat, and he’s dragged along for the ride.

Kevin

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How To Sell Ice To An Eskimo

February 22, 2010 – 4:17 pm

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Are You Using This Powerful [little known] Way To Manufacture More Credibility?

February 15, 2010 – 10:46 am

Dan & Chip Heath, in their remarkable book Made To Stick (Random House, 2008), reveal a little known and powerful way to build extraordinary credibility: Use an example that passes “The Sinatra Test”.

What is the “Sinatra Test”?

In Sinatra’s classic song “New York, New York” , the crooner declares “If I can make it there, I can make it anywhere…”

An example passes the Sinatra Test, according to the Heath brothers, when one single example alone is powerful enough to establish absolute credibility within a certain domain.

Do you have an example that could pass this test?

Do you currently clean the BIGGEST car dealership in your city? The BIGGEST house? A client on the MOST EXPENSIVE street? In the MOST DESIRABLE neighborhood? The MAYOR’s house? The local CELEBRITY’s house? The COOLEST or WEIRDEST house?

If so, leverage it like crazy. Tell the story and let your prospects know that since such a remarkable and substantial and unignorable (is that a word?) client currently trusts your professional window cleaning services, you are THE only logical choice for them, too.

If you are starting out from scratch, or almost scratch in a new window cleaning niche, or neighborhood, keep this in mind. Choose the target client that will represent the kind of example that would pass the “Sinatra Test”.

You have to target someone, so you might as well make it the best one possible, right?

It will help you meet your revenue and growth goals for 2010 even faster.

Kevin

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