It doesn't matter what a fantastic service your cleaning business 
provides if no one knows that you exist.  If you are clever and 
motivated there are numerous ways to promote your business that 
don't have to cost a bundle. Here are just a few:

* Always be prepared with an "elevator speech".  When you meet 
new people be ready to talk about your cleaning business and its 
USP (unique selling proposition).  Talk about the benefits you 
offer as opposed to the services you provide.  Let people know 
how your services can solve their problems. 

* Set networking goals.  When attending events, workshops or 
meetings, don't sit by people you know.  The point is to meet new 
people. Make a goal of handing out five business cards.  If you 
want to be interesting, be interested in others; get their 
business cards and ask questions about their business. 

* Joining groups is another way to promote your cleaning 
business.  Every community has numerous organizations, such as a 
chamber of commerce, Rotary, BNI (Business Network 
International), that are excellent places to meet people and talk 
about what you do.  But don't join if you are not going to 
participate. Simply being on a group's mailing list will not 
generate sales or interest in your business.

* A great way to meet people is to volunteer in your community. 
Other volunteers will generally ask what you do.  Wearing a shirt 
with your business name will be a reminder of the services you 
provide.

* Teach a class through the local community education program. 
Community education programs attract people throughout your local 
service area.  It will help you make contacts and also establish 
you as an expert in your field.

* Ask people for referrals.  There is nothing wrong with asking 
your current customers if they know of others who can use your 
services.  In turn, you should be interested in their company and 
be sure to promote them when the appropriate situation arises.

* Look for joint ventures and team up with a business that 
compliments yours.  As a cleaning company you may want to work 
with a real estate agent, rental agency or apartment complex.

* Write a press release announcing your new business, employee 
promotions, or attendance at industry events or conferences. 
Most newspapers have a business section and they are always 
looking for stories on local businesses.

* Direct mail campaigns can be effective as they can be targeted 
to a specific group.  However, they can be expensive and you may 
need to do repeat mailings before someone will contact you. 
Start out by using postcards or web cards to let people know 
about your business, and then follow up with a phone call. 

* Do you send e-mail?  Make sure to include a signature line on 
your e-mail that includes your business name, website (if you 
have one) and a line or two about your business.

* Establish a website presence.  Today people surf the web for 
information on almost all the products and services they buy. 
You can post a tremendous amount of information about your 
services, background and expertise on a website. 

To effectively market your business requires some time and 
creativity, but it doesn't mean you need to spend a lot of money. 
Put your best foot forward by using the above tips and then 
adjust your marketing plan as your business grows. 

Steve Hanson is co-founding member of The Janitorial Store (TM), 
an online community for owners and managers of cleaning companies
who want to build a more profitable and successful cleaning 
business. Sign up for Trash Talk: Tip of the Week at 
http://www.TheJanitorialStore.com and receive a Free Gift!