Communication That Pays You
Episode 130
How and when you communicate with your customers affects how your customers pay you. I’d love to tell you the realistic assessment of needs is it, But it’s not. As someone who’s worked both in the field and as a consultant in the cleaning industry, I’ve see this pattern repeat itself countless times:
- Cleaning contractors win a bid because the previous vendor failed
- Shortly afterward, they make the same mistake that cost their predecessor the account.
- Tempers flare, payment schedules slow
- The account moves onto another commercial cleaner and the cycle starts again
The mistake? Believe it or not, it’s rarely poor service. More often this cycle starts with poor communication about service levels.
The Price Problem
Most of my conversations with potential clients start the same way. They receive a quote and lock in on one number. “How much per day?” or “What’s your monthly rate?” That’s the only metric they care about. Meanwhile, I’m trying to explain the full scope of work their facility needs, and I’m getting “don’t need it, don’t need it, don’t need it” for every service I mention.
“Easier” Will Come Back to Bite You
Most small cleaning companies give up after those initial “NOs”. Because they never communicate the difference between daily cleaning and deep, restorative cleaning 2 gaps widen.
#1 The customer doesn’t grasp that daily cleaning is not the same as thorough cleaning. Vacuuming floors won’t remove salt deposits tracked in during winter. Damp mopping won’t address the petroleum residue from work boots. Regular maintenance doesn’t fix problems that already exist.
#2 The Cleaning Company Owner begins to feel pressured because of the complaints arriving on a weekly basis. These are most often about services the client thinks are included.
The Service Hierarchy
There are different types of cleaning, and they all serve different purposes. Think of it like your home: you don’t just vacuum every day and call it good. You do spring cleaning and fall cleaning. In commercial spaces those would be considered interim service versus restorative service.
In commercial spaces, you might use a low-moisture system for interim carpet care, but eventually you’ll need hot water extraction. For hard floors, daily sweeping isn’t the same as machine scrubbing, which is completely different from strip and refinish. Each surface requires different maintenance levels spaced out strategically.
Your customers don’t know this. And if you don’t tell them repeatedly, they’ll often assume your crew is either lazy or incompetent. This will likely arise when their carpets aren’t pristine after three weeks of basic service.
Communication Is Your Competitive Advantage
Start with transparency. On your initial walkthrough, tell them upfront that different services are needed, and document it. I recommend including an impact clean on the initial quote. If they reject it, that’s the first conversation about additional needs. It won’t be the last. Remember to document it.
After you start the contract, send a follow-up email within days. Say something like: “We’ve noticed the carpets and floors need extra work to restore them to your standards. Would you like us to price that as a special project?”
Space these additional services out. Suggest trying a restoration clean once a year to establish a baseline, then revisit in a few months to see if they want it again.
The magic happens when you keep this documented. When (not if) a facility manager later complains that things aren’t as clean as they expect, you have email proof that you’ve been trying to help them the entire time. This is where you can turn complaints into cash. You’re not being an “I told you so” person. You’re showing them you’ve been looking out for them all along.
Build Trust Through Communication
Your competitors might offer a lower price, but trust is priceless. When facility managers realize you’ve been consistently advocating for their facility’s true maintenance needs, they listen. They might even thank you for the guidance.
Ready to Master This Approach?
The method, schedule, and style of communication matter just as much as the work itself. If you’re struggling to position additional services without sounding pushy, or if you’re tired of inheriting accounts only to lose them over misaligned expectations, I can help.
Reach out to me for sales training and communication coaching. Whether you’re a one-person operation or managing a team, learning how to communicate service value will transform your profitability and client relationships. Contact me today to discuss how strategic communication can pay dividends for your cleaning business.
This Week’s Podcast transcript can be downloaded here for free.
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