26. How to Write a Power Statement for your Cleaning Business (and why you need one)
A simple 5 Step Framework
Big news!
I’ve finished the course outline for The Domestic 2 Commercial Cleaning Contracts Roadmap.
You can check it out here:
I’ve started a beta group who will get early access to the course content in return for feedback.
If you want to join the group, email me here or drop me a DM on Twitter with your email address and I’ll add you to the group.
A Power Statement is an invaluable source for creating sales and marketing copy for your cleaning business.
It’s an internal document that summarises the problems your prospects have, how your business solves them and the benefits you provide to clients.
You can use it for social media posts, email campaigns and when you’re on the phone to prospects.
A Power Statement is the answer to an elevator pitch and the value proposition.
Agenda
Headline
Transitional Phrase
Pains, Problems + Results
Your Services
Benefits
DIY
I came across the Power Statement in Mike Weinberg’s book “New Sales. Simplified.” and I’ve been using it since.
It’s made up of 5 sections:
1. Headline
Start with a one or two sentence introduction that provides context to your prospects.
“ABC Cleaning Co is the premier cleaning service provider in [Location]. We work with manufacturing and logistics businesses to deliver a fully integrated cleaning solution.”
2. Transitional Phrase
The transitional phrase sets the stage to grab your prospect’s attention.
It opens the door to share the client issues that your cleaning service addresses.
The transitional phrase starts with your Ideal Client Profile or the position of the key decision maker you’re addressing.
“Regional manufacturing businesses turn to us when…”
“Facilities managers look to us when they…”
3. Pains, Problems + Results
Make a list of all the issues, pains and problems that your clients have and how your cleaning service resolves them.
Pick the top five to seven issues your cleaning business addresses.
List them in bullet points and briefly describe each issue with emotionally charged words:
Striving to achieve [Result 1].
Frustrated from dealing with [Issue/Pain/Problem 1] and ready to make a change.
Under significant pressure to eliminate [Issue/Pain/Problem 2].
Committed to accomplishing [Result 2]
They’ve had it with [Issue/Pain/Problem 3]
Facing threats from [Issue/Pain/Problem 4]
They’re tired of living with [Issue/Pain/Problem 5] and need help tackling it
4. Your Services
List the services (and products) that your cleaning business provides. Describe them in a few sentences.
Don’t embellish or oversell them.
This is the least compelling part of your Power Statement.
5. Benefits
Close your Power Statement with a strong list of reasons why your cleaning business is the best choice to address the client’s pains & problems listed in section 3.
List all the benefits that prospects will experience by working with your business.
“We continue to grow and dominate the manufacturing and logistics space because our cleaning service is different from what you will find in the marketplace…”
Now list the benefits
Benefit 1
Benefit 2
Benefit 3
Benefit 4
Benefit 5
6. DIY
Now it’s time to start working on your own Power Statement.
Pains, Problems + Results
Answer the following questions:
Why did your best client choose to work with your cleaning business?
What business problems were they facing?
What results were they looking to achieve?
What pains are prospects experiencing by choosing or staying with the wrong provider?
What’s the opportunity cost of not working with your cleaning business?
Be bold.
Call your top clients and ask them to tell you why they choose your cleaning business, what issues were they looking to address and how have you made their life easier?
Review your marketing material and make a list of the statements or phrases highlighting the issues your cleaning businesses addresses for clients.
Choose the top seven pains, problems and results and include them in your Power Statement.
Benefits
List all the benefits that your cleaning services provides to clients, and the reasons why you believe your service is better and different from your competition.
Include yourself and the difference you bring to the table for clients.
Services
The easiest section. List all of your services and condense them into 2 or 3 lines to insert between the pains, problems + results and the benefits sections.
Creating a Power Statement for your cleaning business helps to clarify and articulate the reasons why prospects should choose your cleaning service and the benefits they will experience as a result.
In this week’s episode of The Growth Lab podcast, I have a chat with Louise Trehearn about focusing on one service to scale your cleaning business. 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
Was this email forwarded to you? Subscribe here:
Thanks for subscribing to The Growth Lab.