Give Modern Customers What They Want

To start off his educational session,  Understanding the 21st Century Customer, Ron Segura, president of Ron Segura Associates, took attendees down memory lane on how shopping used to be.

“One of the most traumatic procedures for me is purchasing a vehicle,” he said, explaining how he would prepare his buying strategy and make a plan for how much he wanted to spend. “When your foot takes that first step onto dealership property, your strategy dissolves.”

Segura then went on to explain how he’d spend three to four hours in the dealership as salespeople took him into a little room to discuss price, then they repeatedly left the room to talk to their manager, allegedly to get him the best deal. “It’s so traumatic, we’ve all been there,” he said.

Today, the first step most consumers take is researching a product or service on the internet. That’s true whether they’re shopping for a new vehicle or for a new cleaning service. To attract 21st-century customers, service providers must have websites that detail not just the features of their company, but also the benefits of doing business with their company.

For instance, it’s not enough to just say your company uses the latest technologies in vacuums. “You want to say we use the latest vacuum technology that results in a dust-free environment to protect the health of building inhabitants,” Segura said. It’s not enough to say you have a green company. “You need to focus on the tremendous impact your green cleaning has made on the environment, on sustainability, and how your practices are resulting in zero waste,” he said.

Cleaning providers are in high demand today, especially with the coronavirus pandemic setting new standards for cleanliness. Ensure you are communicating effectively with potential clients so they know you have something they need. Begin by following up quickly with customers seeking your services.

“What happens when you text someone and they don’t respond in the next 10 to 15 minutes?“ Segura asked. “We’re in an age where people want an instant response. You can’t get back to people at the end of the workday like we used to.”

Don’t offer clients any services you can’t deliver. “Stick to what you promise,” Segura said. “In the heat of the battle we may throw other things on the table to get a client’s business, hoping they will forget, but 21st-century customers will hold you to your promises.”

Keep up-to-date on the latest cleaning technologies and expect customers to ask questions. “Modern customers want cleaning contractors that can instruct them,” Segura said.

Segura ended the session citing ISSA’s virtual meeting as an example of how cleaning professionals need to adapt to the situation to attract new clients.

“Who thought we’d be meeting on the internet,” he said. “That’s the type of vendor the 21st-century customers is looking for, someone who can adapt quickly but still provide quality work.”