One of the best ways to get customers is through referrals. Customer referrals are the best advertising you can have. But believe it or not, competitor referrals are almost as powerful.
An excellent shortcut for getting cheap quality leads is to buy unwanted business from your competitors for pennies on the dollar. Let me explain how this works:
Company A is a commercial cleaning company is Sudsville. 90% of their work comes from businesses in the Sudsville area. All of their employees are trained for commercial cleaning, and they only have commercial equipment.
A customer calls in for a quote to clean in house in Soapton.
Rather than take on the hassle of dealing with this smaller out-of-town customer, they decide to sell it off to someone who specializes in this sort of customer. This saves time and allows them to focus on what they do best; Businesses in Sudsville.
Since Company B is located in Soapton and has the logistics in place to handle the higher volume and lower pay of home cleaning customers, they gladly pay for the lead.
I have a competitor who buys all of my stripping-and-waxing leads. I simply can’t be bothered to deal with the liabilities or haul around that heavy equipment.
It’s a win-win situation for everyone involved. The customer gets the most appropriate service provider. My company quickly monetizes a lead that would’ve been a poor customer. And my competitor saves money on their marketing costs.
Call up one of your competitors and ask them about their business. What’s their main focus? What’s their least favourite type of client?
If they’re an east-end company, offer to purchase their west-end leads. If they do house cleaning, offer to buy their restaurant leads.
When you’re able to provide a wide range of services like this, it actually strengthens customer loyalty.
Just make sure they don’t try to undercut you.
The cleaning business has the potential to build a strong community of companies. It’s such a big industry that everyone should be able to find their niche and help each other out.
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Agreed! This is a really cool way of generating capital where the money in commissions is any day preferred to losing the lead altogether. This is because it might not be feasible for you to expedite the service all by yourself due to your other higher priorities that require your immediate attention.