How It All Works
We build your entire marketing system for you!
Because we build the entire marketing system for you, you’ll save thousands of dollars and hundreds of hours. You get the plan, marketing tools, training, and support to build and maintain a highly profitable clientele.
You’ll be proud of how professional your business looks. Since we do all of the work building and assembling your complete marketing system, all that’s left for you to do is simply maintain it.
We design strategically-chosen printed marketing tools plus all of the consumer newsletters you need to run your business for years. These tools work together in a powerful and efficient way to convince your target market that you are the company they want.
The marketing tools are ready to print and to use the day you receive them. “Tweaking” is neither necessary nor desirable. The tools are designed to be printed on your office printer, or you may choose to outsource some of the printing.
Each piece of the system has a specific role. Why it is there, what it looks and feels like, and what the copy says are all intentional. Every element is designed to make you appear to be the professional expert your consumers are willing to pay top dollar for.
Your Professional Image
Consumers are willing to pay extra for peace of mind that they are working with a professional they can trust. Your printed materials serve as persuasive evidence that you are such a company.
We shape your image to attract a specific target market, “women who regularly have their carpets cleaned and are willing to pay extra for quality”. There is a gap between the typical carpet cleaner and this target market. We are experts at bridging this gap. It is our job to help you convince these consumers you are the expert they are looking for.
Printed materials persuade the consumer to choose your company over your competitor even if you charge more for your services.
Keep Your Customers
The follow-up system runs smoothly. It requires very little time, effort, and money. This system converts your new customers into longtime loyal clients. It is designed to:
- Help your customers remember your name and phone number
- Increase the frequency they have work done
- Increase their perceived value of your company
- Educate and provide a soft sell of your other services
- Encourage referrals
A good follow-up system does not have to be complicated to be effective. The power of this system comes from how the pieces are designed and work together.
Grow Your Clientele
Be Competition Free Marketing™ provides you an alternative to competing for consumers looking for the lowest price. Traditional advertising does not get you the target market described above.
These quality-minded consumers don’t need to be convinced to have their carpets cleaned. By definition these consumers have been getting their carpet cleaned annually for years. These consumers want more than what they received from their past cleaners. They don’t want the lowest price. They want more quality and service than their past cleaners could afford to provide.
The consumers you want ignore carpet cleaning ads. They are no longer looking. They have “been there, done that”. They have learned not to trust advertising. It’s too easy to say; “I’m the best.” They have settled on the least offensive company they could find. They are wary of changing without strong evidence that a new company is really better.
The Be Competition Free™ growth system taps into the two strongest sources of evidence to prove that you are worth the risk: Strong referrals, and Persuasive printed marketing materials.
We provide you non-threatening tools to make it almost effortless for your friends, family, and clients to refer you.
We provide you an affordable way to develop professional relationships with people before it’s time to have their carpets cleaned. When the time for cleaning comes, your company will be the one they choose.
This system provides the fastest way to build a profitable clientele. You only need about 500 customers annually per van to make a true profit. Focus on acquiring the most profitable customers, and then once you get them, hold onto them. To develop new clients you will precision-target quality-minded consumers and demonstrate that you provide the service they want.
To build a profitable company you need to develop professional relationships with about 1000 contacts. This will be made up of your current clients plus qualified prospects. We will guide you on how to establish this list.
Be Competition Free is a complete marketing system.
The search for the latest and greatest marketing gimmick is over! You can have all of the marketing tools needed to effectively stay in touch with your past customers, develop relationships with new prospects, convince prospects that your company is the best value, and get quality new customers. Alumni of the program consistently claim that the system is complete and lacks nothing. You no longer have to worry about finding the best way to build your business.
The simplicity of a marketing system where all of the marketing tools are designed to work together is a beautiful thing. Each piece of the system plays a specific role. There is no wasted energy or money. Consumers are aware they are being served by a company that has an organized marketing system. They are not positively impressed when they are bombarded by a bunch of meaningless marketing “stuff”.
A complete system saves you from having to make hundreds of decisions that would be required if you try to assemble your own marketing system. The marketing “gurus” of our industry try to overwhelm you with a sea of marketing options, leaving you to try and guess which are best utilized to attract your target market. Be Competition Free™ takes the guesswork out of the process.
Be Competition Free™ focuses on only one target market.
No business can profitably service every consumer. The proper way to market to budget-minded consumers is the opposite of marketing to quality-minded consumers. It is easier to send a clear consistent message to consumers your business is meant to service when your marketing is designed as a system. Whether your target market is looking at your newsletter, company brochure, or reminder card, they know your business is designed to meet their needs.
Focus on the most profitable residential market.
“Women who regularly have their carpets cleaned and are willing to pay extra for quality” is the best market to build a profitable clientele. These consumers tend to be loyal, appreciative, willing to pay more for services, have more work done, have cleaner carpets, and refer their like-minded friends. Once this clientele is established it does not need to be done again.
It is extremely difficult to build a clientele of budget-minded consumers. These consumers tend to be focused on low price and can go years before they sense a need to have their carpets cleaned again. A company based on this type of consumer always requires a continuous flow of new customers.
Bridges the “gap”.
Many cleaners fail to understand that they think differently from the people they are attempting to sell their services to. When they write their own marketing materials they answer the question, “If I were looking for a carpet cleaner what would impress me?” They then wonder why they aren’t getting better consumers to call.
Do you own the same type of house as your target market? Do you personally pay for luxury domestic services such as pool maintenance, landscape maintenance, house keeping, auto detailing, and pet grooming? Are you a woman? The target market has a different perspective on life. How they perceive and value money, time, home, family, and the use of hired services is radically different than the typical carpet cleaner.
Be Competition Free™ bridges this gap. We make your company appeal to this target market. We have a firm understanding of what this market wants and is willing to pay more for. By controlling the overall message of your marketing materials, your company stands out in the mind of the target consumer as the company she has been looking for.
Materials are ready to use.
These materials are ready to use the day you receive them. These are not templates that you have to spend time customizing for your company. We have already taken the time and expertise to design all of the materials specifically for your company. These do not look like mass produced pieces that you just put your logo on. You will be proud of how professional your company will look to your customers.
Steve Marsh is your personal mentor.
Steve works with you to assure that your system is up and running quickly. We have overcome the implementation challenge. How many programs have you purchased that are in your office but have never been implemented? With the Be Competition Free™ system you can be sure it will become an active part of your company.
Steve Marsh personally answers questions, problem-solves, and guides you in maximizing your new marketing system. Though the focus is on getting your marketing system going, Steve’s 30 years of successful business experience, and the technical background of being a Senior Carpet Inspector and an IICRC approved instructor also helps your company’s growth.
A plan that works!
There is good reason that few companies across the country have been able to capture the nicer home market. This market is not impressed with a glossy advertising postcard or tacky sales letter. This market is intelligent and knows that good service is hard to find. It takes a thought-out strategy to successfully reach them.
The Be Competition Free™ system is based on a detailed and logical plan. The plan is based on accomplishing three objectives:
- Making your company look more valuable than the competition. Many companies think if they offer the “best quality work” they will succeed. The problem with this thinking is that the quality of work is intangible until the job is completed. Until that time, your competitor can claim to be an even better cleaner than you. Be Competition Free™ provides printed materials that act as powerful persuaders that you are what you claim to be. These materials are effective because they demonstrate that you are an expert and you are knowledgeable in your field and you care about details. You do not flood them with useless information, but instead provide the consumer with the precise information they need to realize you are the company that can best meet their needs.
- Hold on to the customers you get. You need a good follow-up system! No matter how good you might be as a cleaner, there is no way that all of your customers are going to be able to memorize your name and phone number or be so organized that they will not loose your business card or invoice. You can’t let these hard-earned customers slip through your fingers because they can’t find your phone number the next time they need your service. Be Competition Free™ gives you an easy-to-manage and effective follow-up system to affordably stay in touch with customers. With just a few hours per month, you can professionally stay in touch with your customers, and increase their perceived value of your company. Furthermore, a good follow-up system will increase the frequency consumers call and refer your business.
- Precision market to your target consumers. Why spend thousands of dollars on traditional advertising when the consumers you want pay little attention to it? The typical cleaning company only needs about 500 customers per year to be truly profitable. Most of your target market is not happy with their current cleaner. It is just a matter of showing them that you actually provide the quality and service they want. All the marketing tools you need to accomplish this are designed and ready to use. We show you how.
Be Competition Free™ marketing requires very little time to maintain.
The time-consuming part about marketing is coming up with a plan that works, and making the hundreds of decisions needed to write and design the materials. Since we do all of that for you, you only need to invest a few hours per month to maintain the system. All of the materials in the system are designed so that if you are just getting started in business, you can affordably print the marketing tools on your office printer as they are needed. Later you may choose to outsource some of the printing.
Low annual marketing cost.
The typical annual cost of printing and postage for utilizing this system should be no more than $3,500 (based on first-class postage and a mailing list of 1,000 customers and prospects). Most companies eliminate traditional paid advertising (i.e. Yellow page ads) once they get the system running. Expenses vary based on how much of the production you outsource and the number on your mailing list.