07: How your cleaning business can make offers so good they cannot be ignored
Hey, it’s Matt.
Alex Hormozi turned £916.40 into £99,509,272.56 with a unique customer acquisition framework.
It’s a framework that allowed him to spend £2,746,186.62 for a total return of 36:1 over the last 4 years. That's £36 of revenue for every £1 spent.
Think about the impact this framework can have on your business.
I wish I’d learned it when I was running my cleaning business. It would have made a massive difference to my efforts to scale.
The key to Alex’s framework is making offers so good clients can’t ignore you.
It's learning how to make $100m offers.
What is an offer?
“To catch a fish, you need bait.”
Alex Hormozi
Before generating any leads or sales, your cleaning business needs to start a conversation with prospective clients.
Making an offer allows you to do this. It’s the starting point of any conversation with potential clients that initiates a transaction.
An offer sets out the service (and value) that you are providing in exchange for payment from clients.
Why creating an offer is important
If you’re operating a service business, like cleaning, you’re providing a commoditised service.
When prospective clients look for a new service provider, they’ll check the market for different offers and compare them based on price.
If your cleaning business charges £20 per hour for office cleaning, it’s likely that another cleaning business is offering the same service for £15 per hour.
With the right offer, you can de-commoditize your cleaning service and create a Category of 1.
By doing this, you’re asking prospective clients to make a value-based decision instead of a price-based decision.
If you make your offer so unique it won’t be constrained by price. You’re able to sell your offer one on one with prospective clients.
That’s why offers are so important.
The goal of fixing your offer is to de-commoditize what you sell. That leads to more leads, more sales, higher prices and profits.
Office Cleaning Example
In my experience, the classic contract structure for a commercial cleaning business is a monthly retainer.
The monthly retainer includes X numbers of hours cleaning per day x An hourly rate (anywhere from £10 to £25+ per hour) x 30 or 31 days = the cost of the monthly retainer.
This is a commoditized model.
When a client changes their office cleaning service, 7 times out of 10 times it’s down to the level of cleaning. This presents an opportunity for you to create an offer that's packed full of value.
Every new contract should start with a mandatory office deep clean. Include carpet cleaning, floor buffing, window cleaning, high-level cleaning, IT cleaning etc., in return for the client paying a premium price for the service. This is your set up fee.
Then charge your daily office cleaning at weekly rate based on a set number of hours per week.
Now you’ve de-commoditised your offer because clients have got nothing to compare it to. You’re operating in a Category of 1.
You make more money on the front end sale (the deep clean) than the cost of acquiring the client and carrying out the clean.
That means you no longer need a marketing budget. Instead, use that money to invest in operations that improve your service and infrastructure to scale your business.
That’s where The Growth Lab can help.
What makes an offer so good it can't be ignored?
There are 7 elements to Alex’s $100m offer framework.
Creating an offer so good it can’t be ignored starts with picking the right market/niche for your service.
I’ve reviewed over 100 cleaning business websites and I this is the first hurdle that 99% stumble over.
Next week we’ll dive into choosing the right niche for your business to create your own $100m offers.
Additional Resources
$100M Offers: How to Make Offers So Good People Feel Stupid Saying No by Alex Hormozi.
The Game - Learn how to get more customers, make more profit per customer and keep them longer.
“Make people an offer so good they would feel stupid saying no.”
From $100m Offers by Alex Hormozi. Resurfaced using Readwise.
That’s all for today.
If you’re struggling to grow your cleaning business, I offer help in 3 ways:
Email me with your biggest challenge. The more detailed you provide, the more personal I can make my response.
Book a £10K Revenue Boost call. In 40 minutes, we’ll analyse up to 10 key areas where your cleaning business is leaving money on the table + create an action plan to boost your revenue by at least £10,000.
Generate leads for your cleaning business. The Growth Lab delivers B2B leads for your cleaning business straight to your inbox - within 48 hours.
See you next week!
Matt @
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