Selling Your Services

Get Your Power Sweeping Company Looking Good on Paper

In this article we will be discussing how to put forth a professional image on paper. After the initial phone contact, your mail (or paper) contact will be the next opportunity for you to demonstrate the professionalism of your business. When making any contact with a potential or existing client, always keep in mind what image you are creating about you, your company, and what you can offer. Remember, you are in total control of what your client thinks about you; make it an image of experience, personal responsibility, and reliability.

Along with the careful selection of the name of your business, you should give consideration to creating a logo for your company. Try not to be too predictable (most businesses use a sweeper truck as their logo), but don't make it so original that it does not sufficiently represent your company. Also, to keep reproductions of your logo easier it is advisable to keep it graphically simple. If you are not schooled in graphic artwork there are many options for you to choose from.

You can hire a graphic artist to create a special look for your business, or another approach is to contact an art instructor at either a local community college or high school and get the name of a talented student to work with you (check with the instructor on proper compensation for the student). When working with the graphic artist it will save both time and money if you have an idea on what you want your logo or trademark to look like.

Now that you have your logo, it's time to create the letterhead and forms that the logo will be used on. Using the same logo on every printed piece you produce will create a 'family' look for your business that will become identified with your organization. Using the same logo or trademark on all your correspondence and forms promotes an image of professionalism and continuity.

The basic forms that I use are: letterhead, proposal forms, invoices, business cards, contracts and brochures, Rolodex cards with my company name on them, and reference lists. After you determine what forms are needed, then you need the assistance of a typesetter to create the masters for all of the above forms. Don't rush this part. The process will be expensive, costing several hundred dollars, and you want to make sure you don't forget to include any pertinent information and that the information you put on your forms is concise and accurate. Also, have someone else who knows the industry critique your information; in this way you will find out if other people understand what it is you are trying to say. It is very hard for most individuals to proof their own work.

The typesetter will give you 'camera-ready' copies of all your forms. Now you are ready to take them to a printer for the final production. I know many of you are saying this process seems a bit expensive and time consuming, but the results will give you the professional look you need to compete in today's market. Many of you probably use ready-made forms from an office supply company, and type or write in the needed information. I can almost guarantee that when all aspects of bids are equal, with the exception of the company's presentation materials, the one with the more professional looking letters and brochures will get the job.

There is an alternative way of producing the necessary forms listed above without utilizing the skills of others and that's to learn how to create them yourself. This is the method that I use. I have taken the time to learn how to use several computer programs and now create the forms myself. I have an IBM compatible computer with a Hewlett Packard laser printer. My logo was created using a paint-type program, and my letterhead and brochures and other various forms were created using a word processing program.

To be able to create complicated forms on a computer, you must take the time to learn the computer programs. The plusses far outweigh the minuses, however. I only print out what I need at the time. If I change my mind on what I wish my brochure to say I can change it on the computer without wasting hundreds of dollars on printed material. I can tailor my handouts to each client that I work with. Also, having knowledge of the computer opens a wider range of options that I would not have without that skill.

I can use calendar programs and databases to schedule my routes and bookkeeping software to maintain my financial information. Check with your local community colleges or adult education programs to find out about offered computer classes. Remember, these classes only give you the information to get started. Even after taking a computer class you will still need months of practice on the programs you purchase to perfect your skills.

If you are going to take the do-it-yourself route, check with a local paper supplier such as Kelley paper company (check your phone books for a local outlet) or utilize the convenience of mail order by getting a catalog from Paper Direct (order the catalog by call 1-800-272-7377). Both these sources have beautifully crafted designer papers for every need you could possibly think of. Many of their papers are designed so that an individual could use them in conjunction with the typewriter, as well as the computer.

Also, be sure and check with your software houses or office supply stores for easy to use computer programs. There are many programs with a variety of forms and letters already done, so all you need to do is add the specific information about your business. Form Tools is an excellent choice, as well as Expert Forms. I use an invoicing program made for service businesses called My Invoices. The company will also print up invoice forms for you with your logo on them at a reasonable price. The cost of the program is around $29.00 and is easy to use. The same company has many other programs that are useful to the small company, such as: My Word Processor, My Mail List, etc. They are all easy to learn how to use.

Well, now that we have all these great looking forms and letterheads at our disposal, what do we do?

I've found in the past that unsolicited bids or information about your company will most likely end up in the trash can. So, how do you go about getting property owners and managers to read your information? One method I have found that works pretty well is to call the prospective client and ask them if you could send them some information about your company (or a bid on a selected property). Very few people will tell you no (although they may inform you that they are very happy with their current vendor). AS SOON AS YOU HANG UP THE PHONE, prepare the information you promised to send and mail it THAT DAY! Now when your information crosses their desk it is no long 'unsolicited,' because they are expecting it, and it will get read. Don't stop there, though.

You need to give them a few days to receive your information, then call them back to see if they have any more questions. Remember to keep all of these calls brief and to the point; no one likes a time waster. At this point you have established an association with the prospective client, and should send them updated material and call them about every 2-3 months. In the sweeping business contractors can sometimes change on a day's notice. You need to remain in the forefront of their minds, so that when it happens you're the one that they remember. One printed item I like to send to them is a Rolodex card with a list of services I provide. Then I know my name is at their fingertips.

Another support document that you want to have on hand is a list of references. Always get permission to use someone's name on your list, and when they make a reference on your behalf always acknowledge it with a hand-written note of appreciation. You may also want to ask your current clients to write letters of recommendation so that you can include them in your presentation package. Another important document you may wish to include in your presentation package is the face sheet of your insurance policy.

When sending any information to a prospective client, include a cover letter giving them some insight into who you are and why they should choose you. Some examples of information you could include in your cover letter are:

• Names of related organizations you belong to, i.e., Chamber of Commerce, industry associations, etc.
• The size of your company (unless you are just starting out) and the growth rate of your organization
• Any volunteer lots you clean (yes, I do clean a few lots for free!)

This is also a good time to educate your clients about the sweeping industry and what they should be looking for in a sweeping company. Mention the importance of your insurance policy to them, mention that your company adheres strictly to all federal, county and local codes. Give them the information they need to compare the asset's of your company to those of your competition. I frequently include in my presentation articles I have copied from the WorldSweeper.com website that I think will help my clients understand the sweeping industry.

Remember, as the industry grows your competition will be more and more professional in their appearance. To compete, you need to keep up your image; on the phone, by mail and in person.

Lee Ann Taylor is owner and operator of Moonlight Sweeping, based in California.

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