18 Aug The Ultimate Sales Script For Cleaning Businesses
As small businesses, we work extremely hard and manage our resources strategically to raise awareness and generate interest. When we do it right, those interested become precious leads. After all of the time and money we invest in getting leads, it’s disheartening when they don’t become sales.
We won’t close all the leads that come in and there are reasons for that. Additionally, not all sales are “good sales.” If the leads aren’t qualified and a good fit, they can actually cost us in the long run. But when the leads are qualified we should do everything in our power to close them.
There are few things that are often overlooked that can make a world of difference and help you ensure that you are doing all in your power to close deals.
- Your sales process
- Your sales script
- Your sales personnel
Over the next several weeks we’ll be releasing content around each of these, but today we’re zeroing in on an instrumental part of the sales process, the Sales Script.
Do you have a sales script for your cleaning leads? Do you have a specific script for commercial clients? For your residential cleaning clients? One of the greatest gifts my business coach gave me that I’ve leaned on and adapted over the last ten years is the 9-step sales script that I’m passing on to you here.
The Power of Process
Instinctively we might find ourselves bristle or push back on a process or script. Shouldn’t each sales interaction be custom according to the situation and flow organically? Yes, but also no. The sales process and sales script provide us with a framework that helps us stay on track and work toward our goal. You’ll be impressed by the power of the process and a powerful script.
Frameworks are powerful because they have space for custom, organic touchpoints but they also help us work strategically and tactically. The script below is an example. Be aware that you’ll need to adapt the process to your specific business and to your personality.
For the purpose of this sales script, remember that these are qualified leads that have come in via your website or incoming call. This script needs to be adapted if you’re planning to use it for a cold calling technique.
9-Step Sales Script for Cleaning Companies
Your goal in this step is to move from “random caller/salesperson/stranger” to “relatable person who I’ll spend some time with” (become a person and be relational, be genuine).
The warm-up is warm and relational. It’s hard to be warm and relational without knowing what is important to this person. Before your call, do a few minutes of research on the person and company you’re talking to. See if you can figure out something that is unique to that person that you can use as a talking point and shows that you’ve done your research.
- What is their specific role?
- What’s a unique fact about them?
- What is the unique focus of their company, what is their unique selling position?
How do you pronounce their name? Look this up.
Sample warm-up questions:
- Hi Larry, I’ve been looking forward to this conversation all week because I see you went to CU. I’m a huge Buffs fan. Small chat about CU sports.
- How are you liking working with XYZ company?
- How are you liking your current role, you have a ton of experience in the field.
The goal of this step is to figure out what is important to this person and to this company in regards to cleaning. How can you meet their needs? How can you assist them? What is their buying motive?
Inspection sets up the rest of your call or meeting. What you learn in the inspection process will help you know how to talk to this person. What information are they looking for? What is working or not working with their current solution? Why did they reach out to you? If you nail the inspection, everything else will fall into place.
Sample inspection questions:
- So Larry, what provoked you to get in touch?
- Larry, how can we help you?
- What’s most important about your cleaning partner?
- What makes a successful relationship for you?
- How is this decision made?
- What’s most important for you about your house cleaner?
- Have you worked with a house cleaning company before?
- What has been frustrating about previous cleaning company experiences?
- What’s your target budget?
You have two purposes in asking the inspection questions:
- Establish trust by asking the right questions
- Figure out what the dynamics are for making the final decision and what will motivate them to give you a shot.
Keep asking open-ended questions until you have the necessary detail to adequately address their concerns and you know the drivers behind their buying decision.
From here, you’ll start tailoring your message to address the things that are important to them. For example, if they emphasized issues like cost and lack of attention to detail, you can be sure to focus your story and responses to address these concerns.
Transition: Would it help to tell you about our company and what makes us so good at what we do?
3. Company Story
The goal of this step is to continue to build trust in the company and in yourself. This part can get pretty one-sided, so be sure to use frequent pauses to make sure that they are still engaged, and give them a chance to comment and/or “mmm” in agreement.
Your company story should be quick and to the point. It should talk about how the company started and why you exist. Why the company was started should be compelling and personal. It should include your unique selling position.
Company story ideas:
For example, perhaps you run a family business and the traditions of quality and commitment have been passed down from generation to generation. Maybe it was started out of a frustration of trying to hire a cleaner and being disappointed with the results. Maybe you started the company as a young person and you’re all about raising up the next generation of cleaners and business owners. Maybe you have a mission to help people develop.
Hopefully, the ideas above start to get your mind going around what aspects of your business need to be further fleshed out so that you speak about them with conviction. Maybe these are crystal clear and simply need to be organized and practiced so that they are concise and powerful.
During the Damages step, your goal is to demonstrate the potential issues of going with another service provider.
During your inspection, you should have figured out what is important to them. Those issues will become the anchors you’ll work again here. Again, let’s use the example of “cost and potential to detail” as the main pain points you discovered.
Example Damages script:
If you’re experienced, you should have been able to actually build this into your company story:
“We’re so focused on detail that we spend 3 to 5 weeks onboarding a new cleaning technician. It’s important for us that everyone we work with works with the same level of consistency. It’s the little things that count, like the 3-point checklist we use when leaving our job, or the training we do to make sure they have an “eye” for dust and window cleaning.
Larry, we want to help you avoid working with another inexperienced cleaner that’s going to leave your staff frustrated and commenting about the streaks on the windows. When our crews come through, our goal is to be like talented ghosts that leave you with a space that won’t provoke any unnecessary distraction or conversation about deficiencies.
Like you Larry, we have to charge the amount necessary to ensure that we are running a healthy business, treating our people well, and remaining competitive. The value you can’t overlook is the peace of mind you’ll have by paying a similar price or less than XYZ Comptetitor, but without the deficiencies.”
In the damages step, be sure to emphasize the issues that your competitors have that you’ve worked hard to avoid.
You might emphasize things like:
- How you provide consistency in a very inconsistent world
- Your process
- Your excellent training compared to the others
- Your commitment to building a strong company culture
This is the step that you’ll use to describe the offering that is the right fit for this client and the process involved with specific attention paid to the first step.
Clearly communicate the benefits. How does the offering help them cut costs, increase customer satisfaction, improve accuracy, etc.? For each benefit, tie it back to the pain points you heard during the inspection phase that could be resolved, minimized, or avoided.
The goal of the Pre-Close step is to take the temperature as to whether your solution seems to match the issue and how likely they are to move forward.
Example Pre-Close script:
“Larry, how does all this sound to you? Would you move forward with something like this?”
The pre-close should let you know where the potential client stands. At this stage, they’ll likely mention any objections or hurdles that they foresee.
“Yes, this sounds good and I appreciate your process, but I’m still concerned about getting approval on the cost.”
“I like what you’re talking about but I’m afraid that your company is a lot smaller than the other companies that are putting in proposals.”
Once they seem to be done talking, ask “what else”? That “what else” question can lead to the “real” objection.
Don’t be intimidated by the objections. They can actually be a gift.
7. Answer Objections
This step is pretty straightforward and you should have answers formed to your typical objections.
Sometimes the objections make it clear that they are not a qualified client and you should walk away or give them a referral elsewhere. Remember, not all sales are good for business. Even in these cases, you have an opportunity to build goodwill by being generous and helping them connect with a service provider who fits their needs better.
Other objections just give you more opportunities to explain your services and what sets you apart. If they have clear objections and you have clear answers, you’ll actually build trust and be more likely to close the deal. The key is to have well-thought-out answers to your most common objections and to practice them several times.
For example, if someone just will not pay your rates and is looking for the best deal in town, you are likely not going to be happy working with them.
Ideas for tackling objections:
- Bring in success stories of similar companies
- Mention your reviews and testimonials
- Emphasize your processes
During the Close, the goal is simply to move your process to the next step to keep your process moving. What is the smallest thing you can ask your clients to do that will confirm commitment? For example, schedule your first appointment, sign a digital contract, reply yes to the email you’ll send, do a virtual tour, introduce the right personnel, send an invoice, etc.
In the close, speak clearly to what the process is and lock it in. Make the commitment as simple as possible and just break it down into small actionable steps.
For example: “Excellent, as for next steps, we’ll send over the service agreement and schedule our first cleaning”.
9. Cool Down
Finally, during Cool Down, re-establish the relationship and your commitment to a successful partnership.
This section should be short, simple and natural. It should likely go back to your warm-up and the place where you first established rapport.
For example: “It was so great to chat today. We look forward to working with you AND ‘Go Buffs’!”
As you set out using your new script, expect it to be a bit awkward at first but it will soon become like second nature. I’m willing to wager that even in the early days of using the script, your results will outshine what you were doing previously if you were just going off the cuff.
Your sales script is likely never finished. You should be continually iterating, experimenting, and improving within the framework.
The additional power of the sales process and sales script is that it becomes your key to training and delegating the process in time.
Join Our Professional Cleaner Marketing Collective
Over the past few months, we’ve built and launched a Professional Cleaner Marketing Collective. It is a peer group of up to 10 business owners in the cleaning industry (in non-competing territories) that get access to:
- Business strategy & support
- Shared resources (keyword research, industry trends & more)
- Digital marketing strategy and execution
This Marketing Collective has already proven to be a helpful resource for cleaning business owners that are feeling the pinch of an unpredictable situation. Schedule a brief call with me to learn more.