The 4 Components of Marketing
There are four essential components of marketing. Most marketing has to do with how you engage a prospective customer and how you provide customer service.
1. Impact Presentation: You need to deliver a positive, re-enforcing, clear message to your customer letting them know that you are there to help resolve problems.
2. Positive Acceptance of Your Business: When a customer is exposed to your company, do they find it a positive experience for them? This can be an coming telephone call, face-to-face meeting with your customers or passing your vehicle on the street. The way that your prospects and customers feel about your business is extremely important. Having a professionally recorded voicemail message and always following consistent scripts on how the telephone is answered will represent how your business is perceived. The more you work on how you want your business to be perceived, will determine the right experience for your customers and prospects.
3. Exclusive Delivery & Experience: We are amazed to see how housecleaning businesses do not create any significant difference or a unique way that they deliver their service. The entire experience is introduced and delivered just like the customer’s last cleaning company. Be different so you stand out by having the shiniest, most sparkling vehicles around, clean uniforms, outstanding on-site presentation materials, procedures that are used, starting from the introduction, or a multi-step housecleaning system that can be communicated so the client knows you are doing MORE than anyone else!
4. Exceptional Follow Up: Send out thank you letters, monthly or quarterly newsletters, quality check calls and providing a great service guarantee. This will set you apart from every other housecleaning business out there.
Your business should be a positive experience to the client and visually appealing. Don’t be that lazy housecleaning business that can’t get it done when it actually comes down to doing what is required to make this happen.
Make sure your materials stand out and always present you and your employees in clean professional uniformed attire.
The 4 Components of the Marketing Message
The marketing “message” is really what captures the client’s interests. The customer is evaluating your business on emotional ideals. Customers always buy on their emotions, not your great features or benefits. They will buy on how they feel after coming in contact with your business. We must be able to immediately recognize their feelings and to use them as validation to reassure the client that “your business” is what they are looking for. Now we are not saying “to ignore” your functional features and benefits. If you don’t talk about your great features and benefits of your business, you may lose the sale. You share the features and benefits so they will have a good feeling about your business. People buy from people they trust. This goes back to creating a great feeling about your business and this is what makes the customer initially call your business. Let’s go through the four components of the marketing “message”.
1. Trustworthiness – Why is trust number one? Because your prospects have one important, not often spoken question, do they trust your business? This question overrides everything else. If you don’t build trust, you dramatically reduce your chances of winning their confidence. They may never ask the question verbally, but they are thinking it. In your own search of hiring a business you are searching for clues whether you trust this person or not. You can have the greatest marketing materials and plan in place, but if your prospects don’t know whether they can trust you, your marketing will not work. This is why trustworthiness is listed as number one.
2. Knowledge – The second unspoken question is, does this business know what they are doing? Your marketing message must be clear, and must prove that you have knowledge and the ability to deliver your service effectively. Becoming a member of an association or joining the local Chamber of Commerce you can use to your advantage, especially if you know your customer may belong to that group. Make it clear to the client that you can provide knowledge on difficult cleaning situations.
3. Operations – This point has to do with both cleaning systems you’ve put in place, as well as interaction you have with the client. Fumbling around looking for documents, forgetting questions during your initial calls and meetings shows you’re unprepared. The more that you can define how your operations and systems will solve their problems, the more confidence you will build.
4. Your Guarantee – The way you structure your guarantee will have a great impact on your message. Be specific about your guarantee. Don’t just say “we guarantee our work” but tell them exactly what you will do if they are not satisfied with your work. Example: “If you are not completely satisfied with the service you received from our company, we will return within 24 hours at no charge and no obligation to address your concerns. If you are still unsatisfied, you owe us nothing, and we will issue a 100% refund”. The guarantee must have no restrictions.
How to use the four point marketing message is pretty simple. Write down the four points just discussed and put next to each one everything you can think of that is important to what you do. Keep going until you have a unique and effective message.