23. How to create a value proposition for your cleaning business
And why you need one.
I’ve had 30+ discovery calls with cleaning business owners over the last 3 months.
After reviewing all of the calls, I noticed one common theme with domestic cleaning business owners.
They want to find and win commercial contracts, but they’re unsure how.
I’m launching a service that helps domestic cleaning business owners win their first five commercial cleaning contracts.
If that’s something your interested in, hit the Reply button below, drop me a DM on Twitter and let me know.
What is a value proposition and why do you need one for your cleaning business?
If you were stuck in an elevator for 30 seconds with your first choice, dream 100 ideal client, how would you pitch your service to them?
Don’t waste that time describing your service.
You should give that client a reason to choose your cleaning service because it provides them with a specific solution.
If you don’t have a value proposition for your cleaning business, it’s time to create one.
Agenda
Create it
Distill it
Test it
Stick to it
Create It
Before you create a value proposition for your cleaning business, you need to know who your ideal client is and the person making the buying decision.
As you start creating your value proposition, the most important thing to bear in mind is the value that your service delivers to that client.
That’s the core of your value proposition.
Ask yourself:
What’s the core of my service offering?
What problem(s) does my cleaning service solve?
What value do clients get from my cleaning service?
Your cleaning service can be a want, a need or an aspiration for your ideal client. The value proposition you create should communicate how your service helps them achieve that.
Distill It
Your value proposition should be short and well defined.
Aim for a concise statement that forces you to distill the value of your service into fewer than 10 - 12 words.
To achieve this, focus on the problem that your service is trying to solve rather than what your service does.
A useful framework for creating your value proposition is:
I help ______
with ______
without ______
For example, “I help real estate agents start new rentals without any cleaning complaints.”
Test It
Once you’r value proposition is ready, it’s time to test it.
Talk to people about your cleaning business using your new value proposition. Talk to clients, prospects and contacts in your network and get feedback.
You want people to be interested in what you’re saying, ask questions and ultimately do business with you.
As you test your value proposition, refine it based on the response you get from people.
Before long you will have workshopped your initial value proposition into a statement that sets your cleaning business apart from the competition and accurately represents the value you provide.
Stick To It
When your value proposition lights people’s eyes up, stick with it and use it relentlessly.
The more you reinforce and repeat it, the more people will commit it to memory. The more you talk about it, the more clients and potential clients will talk about it.
This has a massive impact on the brand of your cleaning business. When people start talking about your brand using your value proposition, the marketing of your cleaning business is done for free.
Leads that come to you by word of mouth will already be qualified because they know exactly what you offer, which is exactly what they are looking for.
TL, DR
You might have the world’s best cleaning service but if you don’t know how to distill your solution into the perfect value proposition, you’re losing out on business.
Identify the value your service provides, the problem it solves and refine that into one concise statement.
Refine your value proposition until people start talking about your cleaning service and generate qualified leads for free.
Content to check out
In this week’s episode of The Growth Lab podcast, I have a chat with Daniel Valverde about his journey to starting a cleaning business in Puerto Rico. Listen here.
Prefer watching over listening? Check out The Growth Lab podcast on YouTube.
Need More Help?
If you’re struggling to generate sales leads that grow your cleaning business, I offer help in 3 ways:
Email me with your current prospecting strategy. The more detailed you provide, the more personal I can make my response.
Get manually verified, hyper-personalised B2B contact lists for your cleaning business delivered straight to your inbox - within 48 hours.
Turn 100% cold prospects into 5-10 sales leads and booked appointments every month for your commercial cleaning business.
Thanks for reading!
Matt @ The Growth Lab
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