Concentrate your window cleaning business within the smallest segment of a market. You may be viewed as an expert, and command increased prices. That means higher hourly prices, and more profits.
Why do home window cleaners insist on being a jack of most trades? They will clean any type of home window that comes along. You see yellow web page ads stating they clean residential, commercial, high rise, route work…
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If you clean any and all glass you come across 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 have to be worried about them.
Look at other businesses… the ones that specialize command a premium cost, and get it. 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 desired to perform heart surgery on you. You will run to the nearest Cardiac Doctor to treat your problem.
Are you saying in order to yourself… Yeah that is medicine. We are talking only window cleaning right here. You are right, it is only home window cleaning. But it still applies within our business as well.
You see people prefer to believe that their situation is different. A single customer views the windows within their high end custom built home as much various that windows they see in storefronts, or a colonial in an top middle class neighborhood. They anticipate finding a window cleaner that knows, and has plenty of experience with their type of windows.
I remember a window solution 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 charges a premium to clean those tornado windows. After all he is a specialist!
He went beyond being just a home window cleaner, or a residential window cleanser. He gets it… do you? To get maximum effect you must go beyond positioning yourself as a residential window solution. A better positioning statement would be a home window cleaner that specializes in split leaded glass. What level of specialty area are you going to position your company?