[michael papworth]

I live in a rural area where there are lots of old properties and cottages in particular. I've put this in my leaflet. When I'm leafleting I carry a highlighter pen with me and highlight this bit before I pop it through the letterbox.

Because the water-fed pole uses very light contact pressure and doesn't require drying with a chamois or squeegee, it is particularly appropriate for leaded windows, Georgian windows and small-paned cottage windows.

Seems to have worked as I've had a few calls from people in cottages - and they've all turned into customers!

[Clive McDonald]

Hi Michael,
Yes I agree. Good to have another thinker on the forum.

There have been some good rows about this, window cleaners don't need a unique selling propostion and It's different from other businesses kind of nonsense.

Some put on there leaflets that they are friendly and reliable, or honest even and think that this raises them above everyone  else. I don't beleive this, but there is a charming and handsome picture of myself smiling to be seen  on the front of my leaflets. I am knelt in my uniform clutching pole in one hand and trad squeegee and mop in the other in front of my state of the art sign written van. The customer can make his/her own mind up.

I strongly believe in usp, but mine is different to yours.

[alanwilson]

we glow in the dark - hows that for a USP!

[windowwashers]

Hi Michael,
Yes I agree. Good to have another thinker on the forum.

There have been some good rows about this, window cleaners don't need a unique selling propostion and It's different from other businesses kind of nonsense.

Some put on there leaflets that they are friendly and reliable, or honest even and think that this raises them above everyone  else. I don't beleive this, but there is a charming and handsome picture of myself smiling to be seen  on the front of my leaflets. I am knelt in my uniform clutching pole in one hand and trad squeegee and mop in the other in front of my state of the art sign written van. The customer can make his/her own mind up.

I strongly believe in usp, but mine is different to yours.

You have good points but seem a little off in others that you make. State of the art sign written van??? I have done marketing for years before being a window cleaner, state of the art in this game can help a little but others dont have a clue what you mean this is a fact so as for an impact point of view it is slight having the "state are the art as you say".

Reliable works regular works a few other things also work very well as a usp. Disregarding the 2 last ones is a serious error for anyone marketing to new custom.

Ian

[michael papworth]

Oh dear. I feel like a Liberal Democrat here. I agree with 100% with Ian and Ewan.

It's not a case of either/or, it's a case of not only/and also ...

So, what we all need to do (and the order is important here) is:

1 - assure the customer that the service is excellent, regular and reliable

2 - position ourselves so that (where they have choice) they choose us rather than someone else - with something that you might describe as a USP.

The question to ask yourself is:

If there are two window cleaners vying for the same job and we can both clean windows perfectly well and we charge pretty much the same, why should the customer choose me?

Once you've answered that, you've got yourself a USP.

Or do I misunderstand the concept?

[simon knight]

Once you've answered that, you've got yourself a USP.

Or do I misunderstand the concept?

Trust me there's no window cleaner I know of that has a USP.

In your 2 w/c example, the answer is "chemistry".

We all  (like it or not) decide within seconds of meeting somebody for the first time whether we like them or not.

[windowwashers]

Oh dear. I feel like a Liberal Democrat here. I agree with 100% with Ian and Ewan.

It's not a case of either/or, it's a case of not only/and also ...

So, what we all need to do (and the order is important here) is:

1 - assure the customer that the service is excellent, regular and reliable

2 - position ourselves so that (where they have choice) they choose us rather than someone else - with something that you might describe as a USP.

The question to ask yourself is:

If there are two window cleaners vying for the same job and we can both clean windows perfectly well and we charge pretty much the same, why should the customer choose me?

Once you've answered that, you've got yourself a USP.

Or do I misunderstand the concept?

No you haven’t.

Have to give a quote Monday. Customer phones me, I gave him an estimate over the phone of £40 after he gave me a brief description of the building. Then he told me he has a window cleaner who does it for £25, I went on to explain some of my USP.

Now he wants a definite price, could be more or less than the estimate but I will get the job on USP for the customer.

Ewan 

which was ?

[Londoner]

A really good USP is to put your name,  address and home telephone number on your leaflet.
We do and I can't count the number of times people have commented on it. So many people just put "Phone Jim on 077******"

No surname, no address and just a mobile number, people are more wary these days of nameless tradesmen who just hide behind a mobile number.

[simon knight]

A really good USP is to put your name,  address and home telephone number on your leaflet.
We do and I can't count the number of times people have commented on it. So many people just put "Phone Jim on 077******"

No surname, no address and just a mobile number, people are more wary these days of nameless tradesmen who just hide behind a mobile number.

Absolutely right Vince. On my business card is my name, address, land and mobile number and email address. It certainly gives customers a good degree of confidence...but as I for one do it (and I suspect lots of other people do it as well) it's then not a USP.

[Londoner]

Compared to the number who don't, within my catchment area it is as good as a USP.

It only has to make you stand out above the rest who may be competing for the same custom. Its not like I am going to come to your town or vice versa.

[simon knight]

True, I get a nose bleed if I go North of the Thames and also get a bit muddled with the currency

[michael papworth]

Once you've answered that, you've got yourself a USP.

Or do I misunderstand the concept?

Trust me there's no window cleaner I know of that has a USP.

In your 2 w/c example, the answer is "chemistry".

We all  (like it or not) decide within seconds of meeting somebody for the first time whether we like them or not.

In this case, the USP would be LQ = likeablity quotient and, yes, it's important.

(It also works for customers. I had a phone call today from a lady who wanted a conservatory cleaned. I went round and had a look at the job. Didn't like it. Took a long look at the lady. Didn't like her, LQ = -8. Declined the job.)

Trust me, there is no window cleaner that DOESN'T have a USP. The only questions are (i) do you know what it is and (ii) can you utilise it to get more business.

Repeat, ask yourself why, when all other things are equal, or nearly so, why should someone choose you over anyone else.

I decided that highlighting my ability to clean cottages was an advantage. Cottage owners seem to agree => USP.

A USP could be something like:

* guaranteed next day clean
* cheaper than anyone else
* clean the frames and the panes
* fastest window cleaner in the west
* fast, friendly and efficient service.
* free clean insides every fifth clean.

You can find lots of them if you look.

If you've got no competition or you don't care about prices, you don't really need a USP.

If you've got competition or you want to charge above-average prices, you need one.

[Paul Coleman]

Once you've answered that, you've got yourself a USP.

Or do I misunderstand the concept?

Trust me there's no window cleaner I know of that has a USP.

In your 2 w/c example, the answer is "chemistry".

We all  (like it or not) decide within seconds of meeting somebody for the first time whether we like them or not.

In this case, the USP would be LQ = likeablity quotient and, yes, it's important.

(It also works for customers. I had a phone call today from a lady who wanted a conservatory cleaned. I went round and had a look at the job. Didn't like it. Took a long look at the lady. Didn't like her, LQ = -8. Declined the job.)

Trust me, there is no window cleaner that DOESN'T have a USP. The only questions are (i) do you know what it is and (ii) can you utilise it to get more business.

Repeat, ask yourself why, when all other things are equal, or nearly so, why should someone choose you over anyone else.

I decided that highlighting my ability to clean cottages was an advantage. Cottage owners seem to agree => USP.

A USP could be something like:

* guaranteed next day clean
* cheaper than anyone else
* clean the frames and the panes
* fastest window cleaner in the west
* fast, friendly and efficient service.
* free clean insides every fifth clean.

You can find lots of them if you look.

If you've got no competition or you don't care about prices, you don't really need a USP.

If you've got competition or you want to charge above-average prices, you need one.

I've got a USP that may not strictly be unique but it must be close - the trouble is, I prefer not to use it as it sounds naff.
My name is Paul Coleman.
So I could be:

"Paul Coleman the Cool Pole Man".

Trouble is that it probably wouldn't attract the sort of customers that I want   

What's in a name anyway?

[Paul Coleman]

Now if you could do a rendition Of George Formby's "When I'm cleaning windows" through several orifices at once, that might be a selling point.

[peter holley]

mine is ...regular monthly service & frames and sills cleaned as standard...

name , address, and year established...1992

the leaflet i'm using at the moment has had a 16% success rate, but i think i just hit the right area

[jampot]

16% thats amazing
i thought anything over 5% is good.

my usp on my leaflets is
uniformed
locally based (home no)
fully trained

it does it for me. return of about 5% of leaflet drops

[peter holley]

16% thats amazing
i thought anything over 5% is good.

my usp on my leaflets is
uniformed
locally based (home no)
fully trained

it does it for me. return of about 5% of leaflet drops

i think i just hit the right area...one thing i have found that works is that i pencil in the price if i have a good idea of the property ...and i ask them to allow extra for a conservatory.... this way i know when i get a call i dont have to go out and quote ...also that they want the job done....all i can say is that it works for me