Focus your window cleaning business around the smallest segment of a market.
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You may be viewed as an expert, and command increased prices. That means higher hourly rates, and more profits.
Why do home window cleaners insist on being a jack of trades? They will clean any type of windowpane that comes along. You see yellow web page ads stating they clean home, commercial, high rise, route work…
If you clean any and all glass you see a generalist, and will have to compete against the lowest bidder. That is one of the biggest complaints I read on the screen cleaning boards. Several times a year I actually read window cleaners complain about low-ballers. And there is no reason you ought to be worried about them.
Look at other businesses… the ones that specialize command a premium price, and get it. Take for example Doctors… An over-all Physician makes considerably less that the Cardiac Surgeon. The Cardiac Doctor has specialized training, and provides an extremely 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 desired to perform heart surgery on you. You should run to the nearest Cardiac Surgeon to treat your problem.
Are you saying to yourself… Yeah that is medicine. We are talking only window cleaning here. You are right, it is only window cleaning. But it still applies in our business as well.
You see people like to believe that their situation is different. One customer views the windows in their high end custom built home as much various that windows they see in storefronts, or a colonial in an upper middle class neighborhood. They expect to find 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 focuses on storm windows. I was impressed with that level of specialization. You can bet he or she 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 cleanser. He gets it… do you? For maximum effect you must go beyond placing yourself as a residential window solution. A better positioning statement would be a residential window cleaner that specializes in separated leaded glass. What level of specialization are you going to position your company?