Hello Fellow Janitorial Business Owner - I am pleased to share the information contained in this short report. It is the same first step I use to train our janitorial marketing assistants in our multi-million dollar janitorial service. This report is concise. Pay close attention to what it says. Also look at what it doesn t say. You really don t want to add a lot of information to what is in the report. Finding businesses that have janitorial problems and setting appointments with the decision maker is not complicated. So don t make it complicated. There are no magic words or clever come-backs that will improve performance in setting appointments. We can t make people have a janitorial problem and getting an appointment based on the promise of saving money will only get you a cheap client that will be short term and unprofitable. Keep it simple. Teach your personnel to play the part right and you will soon have all of the janitorial leads you will ever want. Sincerely Glen Springfield PS: At the end of the report I threw in the job description we use in our business. I thought you might find it helpful. Enjoy! 1
Effective Janitorial Prospecting The Setup: In telemarketing it is very important to understand the role to play in order to be most successful. What is said is less important than how it is said. There are many things to say that will support the role being played. Likewise there are many things that can be said that will betray this role. Understanding this "role" is the key to quick and lasting success. The "role" I am referring to is not just a role you act out for the sake of telemarketing success. Rather it is a role that you become. It is the same role that brings success in janitorial account sales. You work for a large international janitorial company called. Janitorial is recognized as the best janitorial company in the world. Every one you will ever talk to has heard of and respects the name Janitorial. When you tell people you are with Janitorial you are not introducing a new company. You are informing people of your professional status. You are employed by the best. You have been with Janitorial for a number of years doing this very same job. Every part of the job is routine. You know it well. Part of your job is to stay in touch with every company in your territory. You promote the company and yourself as a professional problem solving team. You build relationships so that when a company has a janitorial problem they come to you and Janitorial for the solution. 2
You and Janitorial have earned their business. As you make telephone calls you know it is very likely that the people you are calling have talked to you before. You are making a routine call to touch base and see if anything has changed since the last time you called. You assume the party you are calling will recognize both your name and Janitorial. Remember, you have made this call many times before. You announce yourself using only your first name and add "with Janitorial". You are calling to talk to the decision maker of companies who already use janitorial services. If you are uncertain of whether a company uses a service you will ask the person who answers the phone. If you are uncertain who the decision maker is you will ask as well. This is all very routine. When speaking with the decision maker of a company who uses a janitorial service you are polite, respectful, friendly, patient and professional. Remember you have probably been calling on this individual for several years and you will probably continue to call on them for several more years. You do not want to wear out your welcome before they have a janitorial problem you can help them solve. 3
Scripts Call Back or Call from Clean-up List: Hello, is in? NO: When is the best time to reach him? Does your company still use an outside service for janitorial? Is still in charge of that? If not, who? YES:, this is (your first name) with Janitorial. How's it going?, I'm calling again to check on your janitorial business. You're still using a service out there aren't you? or Is still doing the cleaning for you? (If the company is on your report) ( If yes go to optional questions) 4
Optional Questions: 1. Are they keeping everyone happy? 2. Do you feel like you re getting your money s worth? 3. Who's doing the cleaning for you now? (If the company is not on your report) 4. How long have they been cleaning for you? (If not on report.) 5. Is there any room for improvement? (If response is positive then go to closes. If response is negative go to setup for next call.) 5
Closes: Are you about ready to look at a proposal from yet? (If yes search for problem areas.) Or Why don't you let me come out, evaluate your situation, tell you a little about how we operate and put a proposal together for you. Would or be better for you? Set-Up for Next Call: Well, we'll be there for you if something changes. I'll check back with you again in a few months. Or Well,, when the timing is right I want you to consider a proposal from. Ok? Good. You have a good week and I'll touch base again in a few months. 6
Pre-Qualifying Call From The Business Directory: Hello, this is (your first name) with Janitorial. I need your help with a little information. Who is in charge of the janitorial service in your office? If They Hesitate: Who would hire a new service or fire the current service? More Hesitation: Does your company use an outside company for janitorial or do the employees do the cleaning? Thank you. Is Mr./Ms. available right now? (yes - go to call back script) (no - send intro letter) 7
Marketing Assistant Job Description OVERVIEW: Marketing Assistants for *************** Janitorial Service, Inc. are responsible for setting qualified appointments for the janitorial service sales team. This is accomplished by calling a list of area businesses and determining who does and who does not use cleaning services. Those that use a cleaning service are then grouped into a separate database and a marketing campaign consisting of postcards, letters and follow up calls is launched. MA s work with individual members of the sales team directly to coordinate the scheduling of appointments. MA s use a variety of the latest office equipment, software and tools including our Goldmine Database Management System, FaxRush technology and MS Word. This position requires a pleasant disposition along with good telephone communication skills and good work habits. EXPERIENCE: The person selected needs to be able to learn to use contact management software and MS Word. A background in tele-sales, customer service or retail sales is appropriate. In addition the person needs to be detail oriented, have no fear of making calls, soliciting information and be able to work well with others. This person must have the endurance to make call after call without prodding or supervision. OBJECTIVES: 1. Main objective: MA s set appointments with qualified prospects for the janitorial service sales team. MA s are expected to set a minimum of 7 appointments each week beginning their 3 rd week. The best MA s consistently set more than 10 qualified appointments each week. 2. Telephone Prospecting: MA s contact area businesses to locate companies currently using janitorial services and determine who the decision maker is. They then attempt to speak to the decision maker and determine if there is an immediate need for our services. 3. Scheduling future calls: When it is determined that a company uses a janitorial service and the contact person says that there is not an immediate need for our services, MA s create a contact record in the Goldmine Data Base Management System and schedule a series of automated marketing letters and follow up calls. These calls will appear on the MA s calendar at the appropriate times. 4. Follow up calls: Companies that qualified to be entered into the Goldmine DBM System receive a series of marketing letters and calls. The calls appear on the MA s calendar of scheduled call backs. These follow up calls are made first each day because they yield a greater number of appointments as well as higher quality appointments. 8
5. Making good use of time: Good MA s stay busy and do not need to be prodded to do their work. The success in locating businesses who are currently displeased with their current janitorial service is directly related to the number of contacts made. A high volume of calls is expected from all MA s. approximately 200 calls with recorded results per week is acceptable. This is approximately 8 per hour. 6. Maintain detailed records: MA s update the Goldmine DBM System with information from each contact attempt. These records are important in evaluating effectiveness of a particular letter series, marketing campaign or contact list. New MA s are expected to become competent in using the Goldmine DBM System with in their first 2 weeks. 7. Maintain a positive attitude: MA s will speak with many contacts who do not have an immediate need for our service. A MA cannot cause a business to have a problem with their existing service. The ability to remain pleasant and positive in the face of rejection is key to succeeding in this position. A MA must be able to process calls one after another with out delay between calls. 8. Team skills: Good MA s positively influence those around them to succeed in their duties, make the best use of time, maintain a positive attitude and an optimistic outlook. Good MA s cause others around them to succeed through modeling good behavior, skill and results. 9