This episode highlights how important trust is to your clients. I connected in-person with each of my former NY house cleaning clients before selling my business. I am still amazed at their feedback and by far, the biggest take away was how critical the Trust Factor was in each of their decisions to hire & keep me for all of those years.
Shawn - We met while I was cleaning for Alicia from "Moms Helping Moms Helping Moms". She already knew my quality and trusted me. In my final year in NY, she reached out for me to clean her house and left a voice mail. I returned the message with some frequently asked questions and rough pricing. She called back and said these words. "The price doesn't bother me. I appreciate that you told me up front on the voice mail." This built up more trust. Then she uttered these words. "It's the trust factor, Ken. I know what I'll get with you. My friends trust you and I trust you. and I know you'll do a great job. So I don't mind paying more on price for that. The price isn't as important to me. What if I found a cheaper cleaner, but they didn't do a great job. That's a headache and time to me. I know what I'm getting with you."
Elaine - She knew her neighbors were paying $100 per visit for cleaning, yet she paid me $200. Yes, I was highly recommended by a friend and I did excellent work. This is indeed the same Elaine from the Saran Wrap Funny Papers in "Moms Helping Moms Helping Moms". Here's what Elaine told me as I was leaving NY. "Ken, we're both busy docs. We are in and out of the house. We leave the side door open so the dog walker can come and go for Katy. We have jewelry and checkbooks lying around. You are definitely an amazing cleaner, but it's the trust we have for you and the peace of mind you give us. That's why we pay $200."
David & Filicia - This is a wonderful family and 11-year cleaning story built on trust. Trust is how I got the job and it's how I kept it. I've cleaned their main home, rentals, and lake home. They referred me to their dear friend Denise who hired me in 2009. That's how Ripples of Trust work. As I was leaving NY, they shared this incredible feedback. "There aren't many 'Kens' out there. Cleaning is like 10% the other 90% is all Trust Factor. It's our home and our stuff is out in the open." Dave went on to say. "Honestly, we didn't care if you missed some dusting or other details." This is exactly what Beth Lane said in her interview."If they like you and trust you, they'll overlook a cobweb."
Lisa - She told me about her husband's trust issue with a man cleaner. "It was the consistency of knowing it would be me every time to build trust." She also agreed that trust and relationships were a huge component over the cleaning itself. The consistency of me every time was a piece of that. Oh, and Lisa told me how she got my name. "I put out a question to my neighborhood and someone recommended you." I have no idea who it was as I've never done work in that neighborhood.
If you can build a foundation of trust, you will never be looking for work. You can be an average cleaner with incredible Trust Factor and blow away the incredible cleaner with average Trust Factor EVERY time!
Book Recommendation: "Clockwork" by Mike Michalowicz.
Ken Carfagno optimized his first solo cleaning business to $60,000 annual profit working 2 days per week without employees, sold it for close to 6-figures, and is currently following his ISO Model to do it again in a different state! This podcast will equip you to do the same!