We hear much about what I call primary marketing, websites, Adwords, leaflets, yellow pages etc etc, but in reality all that does is get you through the door to that first time customer, but they are only ‘a’ customer and not necessarily ‘your’ customer, that only happens through secondary marketing.
Put simply, secondary marketing is everything you do when in contact with a client and when working in their property. For a first time customer you could say you were on ‘trial,’ and if you want to see that customer again a lot of things have to come together.
1. They have to both like and trust you and feel safe with you in their property.
2. You have to look the part.
3. You must keep your promises
4. The quality of your work has got to add up to value for money, irrespective of much or little you charge.
To encapsulate all of that into one sentence, then look at every aspect of your service and focus you entire secondary marketing effort into, ‘putting your customer in a position where they can't get what you do anywhere else.’ If you can achieve that, and it isn't that difficult, then not only will you keep your customers, they will become a third force in your marketing, telling all and sundry about you – for free!!!. Achieve that and your primary marketing costs should gradually shrink down to almost nothing and that is where the profit is in carpet cleaning.
