Before you start, however, you should identify what cross-section of people you would most like to develop as clients. Although this will be somewhat dependent upon the exact type of sweeping you'll be concentrating on, you will typically want to talk to the managers of business complexes, malls and shopping centers, as well as individual stores and professional centers. Before you go any further, think about the answers to the following:
Compile a list of the companies you should target. We recommend that you not contact the 'best' prospects first, unless you already know them professionally or personally. Why? Because your first few presentations are a learning experience, no matter how well you do your homework. It is actually best that your first few contacts be people who don't matter as much.
For example, don't put any large property management companies onto your list of first contacts. These are among the most sophisticated buyers for sweeping services, and will have the most stringent requirements. They will probably require a track record of at least a few months, as well as strong references from others who are using your services.
If you follow the guidelines in this manual, however, in a short period of time you will be able to make a strong, persuasive presentation to anyone.
Here is a technique which can generate many prospects immediately. This is also one which you should continue to do as often as once a month: Drive along every business street and through every area zoned for industrial use or for apartments within your primary market geographical area. Look for several factors which may make a business property a good prospect for sweeping.
One is any lot which seems littered or otherwise unkempt. This may well mean that the company doesn't have a sweeping contractor working for them, that the contractor isn't doing a good job of sweeping, or that the contractor has recommended too few sweeps per week or month. Whatever the case, if you can notice that the lot is dirty, so can their customers and potential customers.
A good way to get the contact number for the property manager is to look around to see if any suites are vacant. If so, the real estate contact number for leasing the suite will lead you to the property manager. If you find no empties, go to a 'mom and pop' type of operation, as opposed to a chain store, and ask how to reach the property manager. They will invariably be able to tell you and, because they are always interested in anyone who might lower the costs they face each month, may even champion your cause.
Another item to note is any vacant commercial and industrial building that has its own parking lot. When you see vacant property, take down the number and name of the real estate broker or owner. Call them weekly until someone rents or buys the building, and then get the name and number of the new tenant/owner. In situations like this, it is often the first person to call on them who gets the job.
Also watch for commercial buildings which are for sale, even though they may be fully tenanted. It doesn't matter whether someone is currently doing the sweeping or not, because often the first thing a new owner does is to assess and re-bid all contracted services. If they weren't planning to do so, offer to provide them with a competitive bid. Often the reception to this idea will be positive.
During your monthly survey also record all new construction which has parking lots and contact the general contractor in charge of the building project. Get the owner's name and phone number.
City, county and federal governments are now more than ever having their parking areas cleaned by outside contractors. They are typically required to publicize and request bids for these jobs on a periodic basis. Contact your city and county offices, explain your purpose and get directions to the source of such bidding information.
Don't be afraid to contact large companies, hospitals, colleges or any other large facility. Ask for the maintenance supervisor. Instead of approaching him as a salesperson, instead ask for his advice. Does the company own its own sweeping equipment? If not, do they contract the work out and to whom? Who should be contacted for bidding information and when does the current contract expire?
Although the maintenance supervisor is often not involved with the awarding of contracts, he sometimes recommends contractors. At the least, he can give you some inside information and insight into the process of how the sweeping services are contracted.
Think of this type of contact work as an investment in the long-run health and welfare of your business. It's sort of like hunting for a job, except that the competition isn't nearly as stiff! Remember that the more contacts you make, the more leads you will obtain. The more leads, the better are your chances of getting the work.
You may also wish to subscribe to the National Shopping Center Directory for your area of the country. This is a listing compiled by the National Research Bureau, and includes all the shopping centers of the country along with a description of the center, address, phone, and key contact personnel. This is also a good directory to use as a mailing list for your initial mail-outs, if you decide to conduct a direct mail campaign to gain new clients. The publication lists for $235 per year per quadrant of the country (divided into South, East, Midwest and West), and comes with a 30 day free trial period. To order, call 1-800-456-4555.