Understanding Our
Formula For Rapid Growth.
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The formula our
company uses to grow fast, is based on a 3 element
formula. It is critical that you understand your
role in the formula. Two of the elements are solei
on you!
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We will promote to the public that we are new
better and different then any other carpet
cleaning company they have ever used. This
combined with all of our proprietary technology
will bring plenty of new first time customers.
They will be eager to see what is so "new better
and different" about us.
They will be willing to pay more for our service,
because they are expecting more!
These "new customers" will be constant. They will
be there month after month year after year. They
wiill be very expensive customers, because of the
high marketing cost we will have to spend to
get them. There will be profit in these customers,
but we will have to spend every day to keep them
coming.
The responsibility to keep these new customers
coming falls on headquarters.
Your responsibility is to get these jobs completed,
to ensure we don't take "job failure losses".
This means when we send a job to you, we are about
40% invested in that job. On a $200 job , we have
spent $80 to get it into your hands.
If you fail to complete the job....(for any
reason) we eat that $80 and now we have to adjust
our new customer spending to recoup the loss. (not
good for either of us).
Every day we compete against the majors for
internet market share. We fight for "position" on
the google and bing top web pages. This internet
marketing game is based on who can "outbid" the
others for top position. To play that game, we
need everything we sell to run....
So, on element one, your role is very simple.....Get the
jobs we send you done.
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When you join
our organization, you must be an outstanding
student of the concepts we will teach you about
winning customers. The history of our company has
given us tremendous insight into how the public
views carpet cleaning and the people they
experience in it. The kind of information we have
is like having customers tell us their most inner
thoughts about what they love and hate.... Things
they would never
feel comfortable saying to your face...Or any
technician in their home.
We tend to look at everything under a microscope.
We don't want any negative service elements. We
want nothing that a customer can remember about
our service, to be negative.
To a certain degree , you must let go of some
beliefs you may have about what equals success in
this industry....This is not about "trading"
good carpet cleaning for money. Its about courting
customers, wowing them, locking them into us.
Being so different that there really is no
comparison between us and everybody else.
Here you are going to be taught to always
think like a customer.
You also must be willing to make "show
business" and "presentation" a big part of your
focus. We are going to teach you to be always
mindful of what customers see and experience.
We will be "dressing" your equipment in special
padding pieces to maximize presentation. We will
be asking you to follow special procedures to put
on a show for your customers. all of this is to
ensure that we get 10 ratings...
Being a great student of all of this and executing
it, falls solely on your shoulders.
If you do this, we will grow as fast as possible.
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You must provide a
service that is absolutely, without a doubt, new,
better and different then any service the customer
has ever seen.
YOU MUST FULLFIL THE PROMISE THE SALES PEOPLE
MADE. If you do this , the mission is accomplished.
We have a customer who has become "locked in" to
us. We will measure this, by getting ratings
from the customers after the service. The goal is
a "10" rating.
What is unique about all of this, is by
making the customer "anxious and eager" to see
what is special about us, and then
delivering,,,,We end up with a customer who has
had a very unique experience with us, from start
to finish.
A memorable experience....... And we can bank on
them coming back, on average every 11 months!
If you fail to deliver NEW BETTER DIFFERENT.....
Our analysis saids we will never see that
customer again. And the whole effort is
wasted by you and us. The customer will try us
once and resist any marketing we do to them.
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The responsibility for delivering NEW
BETTER DIFFERENT falls solely on you!! |
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How much "repeat" business we have is determined
100% by you! Remember just delivering
a good carpet cleaning is not nearly enough. It
must be NEW BETTER DIFFERENT.
The goal is to get 80% of our customers using us
again within 11 months and 40% of our customers
using us at least twice a year for one of our
services.....Now if we combine all of that
activity with our steady stream of "new" clients,
you can see how fast growth becomes a reality...
And as we move from year to year, the compounded
effect of all this "repeat business" becomes
explosive.
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