So sales are slow and you need to pull out all the stops to get new accounts. Marketing, marketing, marketing. You have a good “product.” You manage it well. Your clients are happy. Operationally, you seem to be doing well. The problem is sales are down. What to do? How are you going to set yourself apart from the competition? How about some innovative sales ideas? Those are always good, right? Well, whatever increases your sales is good for business, right? Well, not always. There is a fine line between an innovative marketing idea and a gimmick. Good marketing is a long-term effort to further your business’s goals. Gimmicks may provide a short-term gain, but are they worth it in the long run? Gimmicks have also turned into scams, certainly something you don’t want to be associated with.

What are some common gimmicks in the cleaning industry? Probably the most well-known is used by unscrupulous carpet-cleaning companies. Known as the “bait and switch,” they will offer the client the “bait” of a low cost for their service. Once they are hired, they try the “switch” of add-ons to increase their sale. The “gimmick” is tempting the customer with low cost to get the sale. Offering introductory offers, coupons, free cleanings, and specials are acceptable means to attract clients. But when you take advantage of a customer and try to get them to upgrade to something they did not initially agree to, then you enter the world of unethical behavior. You can, however, offer clients introductory offers with the intent of making up for any losses by generating future revenue through continued service. Establishing trust with your clients is an important part of building your business. Even one poorly planned campaign can destroy your credibility if you aren’t careful.

Another pitfall of using gimmicks is you may be perceived as not being a “serious” company, as many people do see gimmicks for what they are: a sales tool. Too many special offers, coupons, cutesy ads, or other “gimmicky” promotions may have the effect of making you seem desperate, not a true competitor in your field. Do you want that reputation? You may see short-term results, but your long-term goals are not being met.

Promotional items do have their place in a marketing plan, however. The reason you see so many personalized pens, caps, coffee, etc. is that they work. It is a proven fact that such promotional materials result in far better name recognition than print ads. Pens are a staple of such types of promotion because almost everyone uses them at work, but here you run into the problem of differentiating yourself, since so many companies give out pens. Keep in mind, too, that you can use promotional items for current clients as well. It is well-established that it is far easier to keep a client than get a new one! So are these gimmicks? Some may think so, but others call them good marketing tools.

Finding the balance between what is simply good marketing and excessive use of gimmicks can be a hard one to find. The gray area between the two is subjective, so there is no definitive answer to whether a “gimmick” will work for your cleaning company or not. Unethical use of gimmicks is not only short-sighted, but eventually counterproductive. You need to determine any costs involved with any marketing idea, and weigh them against their benefit and how they fit into your long-term goals. Gimmicks should not be used as a crutch to get by, but a tool in your marketing arsenal.

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Steve Hanson helps owners of small cleaning companies build a more profitable and successful cleaning business through his online community at TheJanitorialStore.com. Read inspirational cleaning success stories at http://www.cleaning-success.com, and sign up for weekly cleaning tips at http://www.thejanitorialstore.com