Lead Cleansing in the Commercial Cleaning Industry

Commercial cleaning companies specialize in all types of cleaning services and usually serve various types of clients. From schools to office buildings to hospitals, all organizations with physical locations need cleaning services, especially in the middle of a pandemic. But these facilities aren’t the only thing that cleaning companies should be cleaning. Cleansing commercial cleaning leads is also an essential business function for any cleaning company.

Most people think that a sales pipeline is just a list of prospects that you speak with regularly. The list usually includes contact information, job titles, and the contact’s company name. But those who have mastered B2B sales know that it’s what you do with this information that truly makes all the difference.

Let’s talk about why cleansing sales leads is an essential part of B2B appointment setting. More specifically, we’ll cover why cleansing commercial cleaning leads is important.

First, let’s start by talking about why cleansing leads is important in any B2B appointment setting program, regardless of industry. Cleansing sales leads is an essential part of the sales process because it’s the only way to get the most up-to-date, accurate information about your prospects. You can’t buy information in a list that you can get from cleansing. And if you’re targeting your message to a prospect that isn’t cleansed, you’re wasting your time.

Databases are a great starting point in the prospecting process, but they can only provide so much information to help a salesperson. This is where lead cleansing comes into play. Cleansing happens early on in the sales process when a sales development representative first begins calling a prospect, and it helps them gather two critical types of information:

• Accurate information. You can’t buy data that is 100% accurate. Changes happen so often and the data on your list can change at any given moment. Maybe the key decision maker (KDM) at a company leaves. In this case, you need to find a new point of contact. If you’re not cleansing your leads, you’ll never have the most up-to-date information.
• In-depth information. Not only does cleansing provide accurate information for your sales activities (the right phone number, email address, job title of the KDM, etc.), but it also provides in-depth information that you can’t get from a list. For example, a list can’t tell you if a company is happy with its current provider. The only way you can get answers to your in-depth questions is by cleansing your leads.

It happens early on when you first begin calling a prospect and involves talking to them to gather the most up-to-date and accurate information.

If you choose not to cleanse leads, you’re wasting time, money, and resources. If you don’t have accurate information for a prospect, you could be using the wrong messaging or sending information about services that aren’t relevant to them. For example, if you send a prospect a message specifically about carpet cleaning, but they don’t have any carpet in their facility, you lose credibility and you’re not catering to their needs.

Or, worse, you could be emailing the wrong KDM. In this case, you’re completely wasting your time because you’re trying to contact someone who doesn’t have the authority to even make a buying decision. This is why it’s so important to find the KDM early on in the sales process. Don’t go straight into your sales pitch; make sure you’re talking to the right person first.

Lead cleansing is important in any sales program for any B2B business; however, there are some especially great benefits for commercial cleaning companies. We’ve already talked about how cleansing leads helps you gather the most up-to-date, accurate information about your prospects, but why is this so important for commercial cleaning companies? A few reasons:

In some industries, the sales cycle can be long. For example, solar lead generation can be a little tougher. It may take some convincing to make a company realize how much they could benefit from a solar project. However, every company needs professional cleaning services, and a prospect’s situation can change at a moment’s notice.

Maybe a prospect’s company is growing and they need more services. Or maybe something terrible happened and they suddenly need emergency response cleaning services. You never know when your prospect is going to need something your company can offer. Make sure yours is the company that comes to mind when they think of cleaning services.

Many commercial cleaning companies now have one more service to add to their list of offerings—COVID-19 cleaning. As if cleansing leads wasn’t important enough before, it’s more important now than ever. Sales reps can ask companies, “Are you reentering the office any time soon?” and “What does your company’s timeline look like for going back?”

Once you know when a business is planning to bring its employees back into the office, you can position your COVID-19 cleaning services (or deep cleaning services) as something they absolutely need to invest in. Make sure your sales reps position this service as something that will keep their employees safe and healthy when returning to the office. If you’re not cleansing leads, you won’t know this information and could miss out on some great opportunities.

If you’re staying in touch with your prospects and gathering the most up-to-date information about them, you’ll never miss a thing. Staying informed on each prospect’s unique situation helps you to stay in the know, but it also helps you sell more effectively.

For example, let’s say you’re cleansing a lead. According to the data you pulled for them, they are small and have about 50 to 100 employees. However, you find out from cleansing activity that they’ve grown a lot recently and actually have close to 200 employees. This opens up a conversation about the need for additional cleaning staff to cover all of their square footage. Without cleansing, you’d never have access to information like this to help you sell.

At Abstrakt Marketing Group, we have cleaner lists than any data company because we create our own lists and call prospects constantly on behalf of our partners. We’re tracking changes as they happen in real time, and we have the data to prove it.

For a commercial cleaning company to be considered “cleansed” by our standards, it means that:

• We’ve identified the KDM
• We have an email and phone number for the KDM
• The record is qualified per industry standards

Our sales development reps are hard at work every single day cleansing leads in your market to get you more qualified cleaning appointments. To give you an idea of just how much activity they’re engaging in, here’s how many companies we’ve cleansed for our commercial cleaning partners in the last four months:

• September 2020: 1,027
• October 2020: 1,516
• November 2020: 1,419
• December 2020: 338 (and counting!)

If this is how many companies we cleanse in a month, think how many we could cleanse for your business in one year. Once cleansed, these companies go through a lead nurture process and we talk to them until they’re ready to meet with your business. It’s a recipe for success and business growth that we’ve been using for more than a decade.

Understanding the difference between lead cleansing and lead qualification and performing all the necessary activities of each in your sales program is essential to success and business growth. Abstrakt understands this better than any lead generation company out there.

Are you interested in learning more about our commercial cleaning lead generation services? Let’s talk → schedule a meeting.