[Pittmonkey]

What would you say are the top 5 benefits from the customer’s perspective for having their windows cleaned using WFP pure water?

Frames Cleaned
Environmentally friendly
More Privacy
Superior cleaning
Awkward hard to reach windows cleaned

Any other’s you could add to the list. Also what priority would you put them in.

Just for a bit of marketing stuff I'm working on.

Cheers
Wayne
 

[Spursboy1972]

Safety! The obvious one...

[Pittmonkey]

Thanks Tony,

I know Safety is the main benefit for us, but would you think the customer would have it on their list

Wayne

[Spursboy1972]

You would be surprised that many of my customers appreciate the safety aspect. Having just made the switch it is one of the most made comments.

[Clive McDonald]

Your thinking is smack on Pittmonkey. A heirachy of benefits from the customers perspective. I worked very hard on this. On my van I list two. The leaflet a few more.

IMO the answers are on this forum. I see many people mention them but not use them (the most obvious customer benefits).

I'm a bit reluctant to say because once something is out there, like' we don't cut corners we clean them' many people copy and you lose your impact.

[Londoner]

I don't think the customers really care to be honest. For a long time I was dubious but now I firmly believe that most customers don't really think about it that deeply one way or the other.
I think as a trade we have been through all sorts of soul searching regarding WFP and much of it has been aired at length on this forum. It still is come to think about it.

To us its a big thing but the customers are more or less oblivious. The danger of trying to put forward benefits is that you might be putting doubts in their minds.

I just say its the latest technology and because I can work quicker I have been able to keep my prices down. They like that. 

[Lizzy]

As a window cleaners customer, I have to say that I didnt think of anything when choosing a window cleaner.....I was just glad to find 1 available to do my house!
Seriously though, if 2 window cleaners leaflet'd me, the above would probably make me think about it & choose that one, but otherwise I think people dont generally care enough.   Just as long as their windows get cleaned.
Sometimes we over analyse things and make things more complicated than they really are.

[Clive McDonald]

Follow your thoughtghts through to the end. These are all valid points but you have to make the journey yourself. You'd probably say customers don't give too much thought to a McDonald's, but I can assure you McDonalds put a lot of thought into it.

[Clive McDonald]

In the same vein you might say, does it matter if I don't wear a smart proffesional uniform, does it matter if my van is a bit tatty and not sign written, does it matter that I 'm not allways friendly and polite,does it matter if i'm a week either side, miss the odd window, can't always be bothered to ring the night before.

If you want the best business you can get, at the best prices, it does.

All things are incremental, on their own they may not amount to much, and people who say customers don't think of anything or too deeply might be surprised at how much they take in subliminally.

[Ian Rochester]

Wayne,

Drop me an email at enquiries@lionheartcleaning.co.uk and I'll send you a copy of our flyer for new WFP customers

Ian

[Londoner]

No, I don't think thats right.Things like smart appearence, being reliable, polite and friendly DO matter. These things are noticed by the customer and it makes a difference. Like you say a lot of it is subliminal.

How you clean the windows doesn't seem that important to most of them. Its important to us but not to them. I was amazed when I changed over to WFP how few have even commented on it.

[Pittmonkey]

Thanks for the replies everyone some interesting views coming out here. I supposed it’s all down to each individual customer.

Take Lizzy’s reason for example. If a window cleaner said he is quicker than others then that would put a question mark in my mind whether he is doing a thorough job or not. But then the statement of using the latest technology by Vince does create the interest.
Everyone is different.

Marketing is a real tricky area to get right and £1000’s of pounds can be thrown away by getting it wrong.

I think I’ve mentioned it before about a system called A.I..D.A

A = Attention – The attention grabbing headline
I = Interest – Your USP
D = Desire – Customer Benefits
A = Action – How the customer can a contact you

No matter what the business is, the basic information has to be put across. Even though a customer never gave it a thought before the USP and Benefits just might get them to give you a call.

I’ve had quite a good response to my 1st set of leaflets but would like to try a variation to compare and see if I can improve. The listing of benefits was to see if my original could be improved.

@ Eco You have me intrigued

Thanks everyone keep it coming.

Wayne 

[Londoner]

The most important thing you can put on your advert is your name and address. I do and loads of customers have said thats why they chose me.
It shows you are not just some dodgy character out on remand and living in a bail hostel.
I also think your advertising shouldn't  be too sophiticated. Simple and straightforward conveys the right tone ( the honest tradesman). Avoid anything too flash or gimmicky which might convey the wrong impression.

Also, you can't judge a leaflet by its initial response, it can be months, even years before you get a call. I have had a couple of responses in the past month from roads I leafletted last year.

[Pittmonkey]

Also, you can't judge a leaflet by its initial response, it can be months, even years before you get a call. I have had a couple of responses in the past month from roads I leafletted last year.

I agree Vince, there’s the old saying “If it’s not broke then don’t fix it”

Marketing is also about targeting your customer.
Netto, Aldi, Tesco, M&S, Selfridges, Harrods all have their target audience in mind when marketing and are all successful.

My target audience is in the M&S/ Selfridges.
I turn up in clean uniform, clean shaven, clean van (not sign written yet hence this post) They love the text, email or phone call the night before. This customer likes to be seen as having the best and is willing or has the resources to pay a little extra for it.

Like I said this is only my TARGET customer but I will provide anyone with my service, but I know the Netto/Aldi customer will be looking for something else. Hope I’m not coming across as a snob because I’m certainly not. It’s just about building a smarter earning business. 

Wayne

[Clive McDonald]

I agree.
I have a name website etc, but I started putting my own name address and home phone number after the comment 'having your windows cleaned is quite a personal thing, I want to know who's doing it.'

However you word your leaflet assuming your first effort was okay I think the responce will be similar. If you want to releaflet the same area, like the take away people do, then do one for example that focus's on say special one off conservatory cleans.

The benefits you are looking for come out of the customers mouths. When they phone you up listen to what they say or ask.

One of the best leaflets I saw just said, we clean windows.

As with your list of benefits, you need a strategy, once you've got one follow it. This will be the difference between you and some of the more hap hazard posters who think you get customers by luck or you'll do okay no matter what you do.

[Clive McDonald]

I didn't see your post Pittmonkey, I was agreeing with vince.

I see you have got a strategy, an overall strategy, I mean a sub or marketing strategy. Once you've got it you just go at it like a job as if you work for someone else.

[Pittmonkey]

Eco, do you have an email? I'll pop my current leaflet over to you and you can cast a construcive eye over it.

Wayne

[L.Doubtfire - The Blade Runner]

I know this is off the `thread` but `RainWater`,what do you do as regards recycling
Water.I assume your purifying rain water.Any information web sites to look at etc.
Much appreciated.

Lewis  Doubtfire

[xxmattyxx]

I am not WFP, but, IMO some people might say WFP is LESS environmentlly friendly, as you use as a guesstimate 50/60 times as much water as a trad window-cleaner, maybe more; so thats all wasted water by comparison.

In addition, all that additional water will also have to go through a treatment plant again, so 50/60 times more pollutant regarding that too.


JMO.

Matt