56. How Client Success Stories Help You Win More Cleaning Contracts
An introduction
How do you capture a great sales story for your cleaning business?
A story that shows your ability to deliver an exceptional cleaning service to prospects.
Create a compelling case study.
Case studies provide the cold hard proof you need to win new business.
In today’s email:
What is a case study
The benefits of creating case studies
How to use case studies
👇🏾 Listen: Is your cleaning business different from the competition?
THE BIG IDEA
I have to admit, when I ran my cleaning business, we didn’t create one case study. We collected reviews instead.
While reviews are a powerful form of social proof, in hindsight this was a big miss.
Now we use case studies as part of our 5 step growth plan for cleaning and FM businesses.
What is a case study?
A case study:
outlines a specific challenge a client faced,
the solution they chose to solve that challenge (your cleaning service); and
the results they achieved (the benefits of your service).
You can have a written or video case study that's repurposed into sales & marketing assets for your cleaning business.
The best case studies explain the positive impact your cleaning business has on existing (or previous) clients.
Documenting this impact will help you attract new clients.
The benefits of creating case studies
Creating a case study is a great learning process for your business.
You find out a lot about your clients in a short space of time.
I’ve run case study campaigns for clients. They’re always surprised by how much information their clients are willing to share.
Here are some of the things I’ve learned from hosting case study interviews:
Common triggers that cause clients to look for a new cleaning supplier. These include reliability, customer service and service quality.
Who are the decision makers for choosing a new cleaning supplier. They include office managers, facilities managers and property managers.
The value proposition. You can hear straight from the client why they chose your business over a competitors.
Upsell opportunities and future work . It’s easier to ask clients how else you can help them and if they have more work for you in the pipeline.
Opportunities for improvement. Some of the most valuable findings come from critical feedback. By delivering a better standard of service, you earn the trust of your clients.
Asking the right questions for a case study reveals your client’s story from start to finish.
The pain they were experiencing.
The decision making process for working with your cleaning business.
The results they’ve achieved.
How to use case studies
There are different ways we have used. They all revolve around creating content. Website content and social media content.
Eye catching metrics and compelling quotes creates curiosity. They encourage your audience to learn more about your cleaning business.
Here are some ideas for repurposing case studies for social media (thanks Canva!):
Turn impressive metrics into a branded infographic. Great for visual platforms like Instagram or Pinterest.
Create image cards with client headshots and testimonial quotes.
Use a testimonial and customer headshot as a cover image on Facebook or LinkedIn.
Use case studies to reach more ideal clients in a relevant industry, role or location.
Add case studies in the Features section of your LinkedIn profile.
As well as social media, we have also used case studies for email marketing.
Include quotes in email subject lines.
Send case studies to segmented CRM lists.
Add case studies to a welcome, nurture or sales sequence.
Add them to a newsletter.
Include case studies in cold email campaigns
We've also turned case studies into sales assets like one sheets, snapshots and slide decks.
As you can see, case studies are a flexible asset that you can use for any sales and marketing channel.
It’s what makes them one of the most versatile resources in your sales and marketing arsenal.
Content to check out
This week’s episode of The Growth Lab podcast is a mashup of some of the best bits of advice about some common challenges you will face in your cleaning business and how to overcome them. Listen here.
Prefer watching over listening? Check out The Growth Lab podcast on YouTube.
Need More Help?
Want to 3x revenue growth for your cleaning business in the next 12 months? Book a call
Email me with the growth strategy for your cleaning business. The more details you provide, the more personal I can make my response.
Join The Cleaning + Property Maintenance Community and gain access to support, accountability and networking opportunities to grow your business: https://bit.ly/thecpmcommunity1
Thanks for reading!
Matt @ The Growth Lab
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