Concentrate your window cleaning business on the smallest segment of a market. You can be viewed as an expert, and command increased prices. That means higher hourly prices, and more profits.
Why do windowpane cleaners insist on being a jack of trades? They will clean any type of screen that comes along. You see yellow web page ads stating they clean residential, commercial, high rise, route work…
If you clean any and all glass you see a generalist, and will have to contend against the lowest bidder. That is one of the biggest complaints I read on the screen cleaning boards. Several times a year We read window cleaners complain about low-ballers. And there is no reason you need to be worried about them.
Look at other companies… the ones that specialize command a premium cost, and get it.
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Take for example Doctors… A General Physician makes considerably less that the Cardiac Surgeon. The Cardiac Cosmetic surgeon has specialized training, and provides a very narrow service. You will not see them giving routine vaccinations, or a general physical.
My guess would be that if you developed heart troubles you would switch out if a General Physician wished to perform heart surgery on you. You should run to the nearest Cardiac Doctor to treat your problem.
Are you saying in order to yourself… Yeah that is medicine. We have been talking only window cleaning here. You are right, it is only window cleaning. But it still applies within our business as well.
You see people want to believe that their situation is different. One customer views the windows within their high end custom built home as much different that windows they see in storefronts, or a colonial in an top middle class neighborhood. They anticipate finding a window cleaner that understands, and has plenty of experience with their type of windows.
I remember a window cleaner that advertises that he is a residential window cleaning company hat specializes in storm windows. I was impressed with that level of specialization. You can bet this individual charges a premium to clean those thunderstorm windows. After all he is a specialist!
This individual went beyond being just a windows cleaner, or a residential window solution. He gets it… do you? Regarding maximum effect you must go beyond positioning yourself as a residential window solution. A better positioning statement would be a residential window cleaner that specializes in split leaded glass. What level of specialization are you going to position your company?