How to price high and still get more soft washing customers
Leo's window cleaning mentor, a lovely man now sadly gone to that great window cleaning round in the sky, gave him this sage advice: "Window cleaners (and these days soft washing contractors) are the most highly paid of all tradespeople. You will be earning more than most of your customers, so tell yourself you are worth it, BELIEVE you are worth it, and keep your prices high".
Leo did just that during the 10 years he ran his window cleaning business and was the most expensive window cleaner in his area. He had only had one problem: too much work!
Go in at a higher price than you are willing to settle for
Quote a bit higher than you are actually willing to work for. Then, if your customer wants to haggle, you have leeway to come down.
When customers get the price down they want, they feel that they are doing well. Negotiating a lower price makes them happy, and happy customers give referrals.
And when, after you have come down a bit in price, you are still earning good money, you will be happy too.
This is called "win-win" negotiating.
It's important when haggling to know your bottom line (the rate you will not, under ANY circumstances, go lower than) and stick to it.
Of course your customer may not haggle, which means you get a contract at a very nice price. When this happens be sure to do an extra specially good job. Because doing a exceptional quality of work will also get you those precious referrals.
Don't play the "cut-price cowboy" game
An example from Leo's window cleaning days. He often had customers who literally lived next door to houses that were being cleaned by other window cleaners; window cleaners who were changing as little as one-third of his prices.
Leo's customers were well aware of this price difference but chose Leo because they were happy to pay for high quality. "I don't mind paying when I know I am getting a great service", were words Leo would frequently hear.
Quality work and quality service spreads through word of mouth. And the price you can charge for referrals is generally higher than you can charge customers who come in through cold canvassing or advertising.
That's because referred customers trust the person who referred you to them, and therefore already trust you and your work. This leads to them being willing to pay a bit extra.
Trust, along with excellent service, is a saleable and highly valuable commodity in today's world.
Going in cheap is a mugs game and doing work that we don't get paid well for is always a miserable chore. So don't play the "cut price cowboy" game. It's a futile and foolish race to the bottom. A race that professionals do not need to enter.
We hope this information is helpful and sincerely wish you great success in your soft washing business,
Ben, Leo, Fiona, Stevie & Anthony
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PS: Click here to set up your "Clean & Maintain" programme. After completing an initial soft wash treatment, put your customer on a "Clean & Maintain" ongoing maintenance programme. Your customers will enjoy a permanently clean property and you will enjoy a steady stream of repeat business.
This is clearly a win-win arrangement for you and your customers.
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Leo Searle-Hawkins
October 19, 2020
Hi Dave – the most effective means of getting customers is simply to knock on doors and ask. Get one house in a road or estate, photograph it, create a portfolio, then visit all the neighbouring houses.
Ask for testimonials, put them in your portfolio and on your website. Ask permission to take before and after photos. Ditto.
We run almost entirely on referrals now because we practice the principles of “Be polite. Do a good job. And clean up after you”.
Give each customer a simple A5 leaflet promoting your business as a contact reference point and ask them to tell their friends, family and neighbours.
Good work and respectful behaviour pays dividends. We wish you great success.