In today’s economy, it can be tempting for commercial cleaners to focus more on the bottom line than on the relationships they’ve built along the way. Even though many challenges remain, it’s important to continue to prioritize customer relations as a way to expand your business, along with your margins. The commercial cleaning industry is predicted to surpass 278 billion dollars by 2028, so standing out from your competition is crucial to attract and retain your clients.

Prioritizing services and customers is the way of the past – and the way of the future – according to Jim Pemberton, president of Pembertons. In his recent appearance on ISSA’s Straight Talk, he warns cleaning companies to stay away from what he calls “the new bait and switch.” Traditionally, this concept means offering a low introductory price, only to inflate that price once your client signs on to your service, but Jim is talking about something a little different.

Rather than a dishonest approach, companies may be inadvertently setting themselves up for failure with their clients by overpromising and underdelivering. “It’s not uncommon to sell the value of your service including several steps, or certain key ingredients that make the cleaning process unique,” he says. “But over time, that once 12-step process can get shortened to a 3-step process.” According to Jim, this leaves the customer at an unfair disadvantage.

How does this happen?

Aging and fatigue

Commercial cleaning is a labour-intensive endeavour, and as cleaners can begin to reach an age, it can be more challenging to physically get the work done. When you’re selling a comprehensive service with a multi-step process like vacuuming, using a rotating brush, and finishing with drying fans, “those walks back and forth to the truck get longer when we’re in our older years,” Pemberton says.

We need to take this possibility into account when making promises to customers. Even with good intentions, we need to consider whether our abilities are limiting how we deliver on that promised value.

Communication is key

With the recent attention to cleaning and sanitation, today’s customers are educated and many want to be kept informed about the products and methods you are using.

As commercial cleaners, you are the experts in our field, and that sometimes means educating your customers. Sometimes it even means delivering bad news. Pemberton gives the example of treating odours, explaining that it’s possible that you will have to explain that a different, longer, or more expensive approach will be needed, even after you’ve quoted on the job. This needs to be communicated clearly to customers so that you retain their trust and they are clear on the service you’re providing.

How do you avoid practicing the new bait and switch? Pemberton says it’s simple, “Just do what you promise.”

The importance of relationships

The relationships you make as a commercial cleaner can be career-long, and as time passes, that can take a backseat to what may seem like more pressing matters. “Often cleaners decide to hang up their wands, only to find that their customers don’t want to lose them,” Pemberton says. This can be a step to switching from full-time to part-time, but in order to cut back on the amount of work required, they raise their prices, sometimes significantly. They often find that their services are still in demand.

According to Pemberton, that’s why the integrity of doing what we promise is important. Knowing the value of those relationships allows you to take your time and get paid to do the job right.

If you’ve decided to switch products for a longer-lasting restorative cleaning result, that needs to be explained to the customer. “Just spraying something that smells pretty doesn’t do the trick,” days Pemberton. It’s critical to convey to your customers the limitations of your services, along with your value.

Recognizing how valuable you are to your customers is part of developing that trust and the relationships that may well take commercial cleaners into retirement.

As commercial cleaning continues to evolve, it’s important to remember that your service is your business. Prioritizing value and communication is the secret to long-lasting relationships with your clients and longevity for your business.