Do You Have A Hard Time Competing Against "Trunk Slammers"?

Jean Hanson

In the residential cleaning industry most of us have heard of non-legitimate services nick-named “trunk slammers”. We are talking about those that do not go through the proper legal channels to set up their businesses. They probably didn't register for a business license and don't have any liability insurance, or any other type of insurance for that matter. Yet they hang their shingle with the rest of us and market to our clients and potential clients. The fact is, they will always be there so you need to learn how to deal with them. So what can you do as a legal, licensed and insured cleaning professional?

You can begin by thinking “offense vs. defense”. Too many of us feel that we need to defend our prices to our customers because they challenge us by saying something like, “This other woman is only going to charge me $60 to clean my house and you want to charge $120?”

Educate your customer with the offense approach when submitting a cleaning proposal. Within your proposal, include a copy of your EIN number or DBA certificate, bond and liability insurance, as well as your new account policies. In addition, if you have employees, show them your policy on background checks and drug testing. Chances are, your “trunk slamming” competitor will not have the same professional information; in fact, they may not even have a proposal to submit. Many simply tell the customer the price with a verbal agreement.

Let your prospective customer know why this information is important to them and why it is so important to ask for these things from anyone submitting a cleaning proposal. Why would anyone want to trust people in their home with their valuable possessions and pets when they can't provide proof of insurance or proof that they do background checks? Those that low-ball the price typically cannot provide this information so you have given your prospect something to seriously think about.

Don't go on the defense by showing your personal emotions out about trunk slammers, it takes your professionalism down a notch. Here's an example of a positive approach. A friend of mine used to work in the communication business. Customers would come in and say, “Tell me why I shouldn't go to another company and purchase my service”. She would say, “I don't speak about what others cannot do but I'll tell you what I can do to help you with your decision.” She always received an impressed look on their faces and more times than not landed their business.

Educate your customer by giving real examples of what can happen as a result of an accident in the home. This can be a real eye-opener for them. Include this in your handout information. Here is an example:

Is your current cleaning company properly insured with liability insurance and worker's comp insurance? We are and here's why:

• You're protected against claims for injuries or falls
• You're protected against damage in your home. Marble, granite, hardwood flooring and fiberglass tubs, just to name a few, require specific cleaning methods. If the wrong type of cleaning occurs costly damage can be done to the surface.

You can come up with wording that will fit your situation, but the facts need to be spelled out to the homeowner in no uncertain terms.

Prescreen your prospective clients. Knowing that you have minimum fee and profit margin requirements, prescreening will eliminate those prospects that will accept the lower cleaning standard.

And finally, market your business to groups that will value your professionalism. Having these connections will help you secure more stable clients.

Copyright © MyHouseCleaningBiz.com. All Rights Reserved

Thoughts or comments? Please consider posting them to the discussion forum

Would you like to reprint this article in your newsletter, on your web site, or on your blog? You sure can! As long as the article is complete and unaltered (including the author information below). Send a copy of the reprint to us by filling out the contact form, including the URL of the published article. (Make sure all links are live if placed in an e-zine, on a web site or blog.)

You must include the following information at the end of each article you reprint:

Copyright © MyHouseCleaningBiz.com. All Rights Reserved.
Jean Hanson helps owners of residential cleaning companies build a more profitable and successful cleaning business through her online community at MyHouseCleaningBiz.com. Read inspirational cleaning success stories at http://www.cleaning-success.com, and sign up for House Cleaning Profit Tips at http://www.MyHouseCleaningBiz.com.