Fear...and What It Will Do To Your Window Cleaning Business If Left Unchecked.

One of the most powerful and uncomfortable emotions anyone can experience is fear. It's only natural to have a certain amount of trepidation or fear in business, especially if you're just starting out, but if it's not harnessed and channeled properly, I have seen it literally cripple window cleaning businesses.

Fear disguises itself in the form of "procrastination" or being "busy". But I'm not talking about the good kind of busy. I'm referring to the kind of "busy" where you're pushing papers around or you sit in front of your computer redesigning "stuff" or you research every little thing about the window cleaning business and your window washing customers or you spend too much practicing on windows or you buy too many window washing supplies, etc. etc.

Obviously some of the above certainly needs to be done to set the stage for a successful window cleaning business, but I've seen these activities stretch into months for some window washers. At some point, it's time to pull away from the computer, stop the researching, stop the buying of supplies, lay down the practice squeegee, and "get out there" to stir the pot.

An Example of what NOT to do...

I have the perfect example of an individual who did much of what I just mentioned above. Him and I use to speak all the time on the phone. Every time I spoke to him, it seemed he had a new piece of window cleaning equipment added to his growing collection, a new marketing piece designed to advertise his business, or something else he needed to buy, instead of any news about his actual marketing efforts.

He even sent me a number of photographs in the mail showing me all his neat equipment. And yes, it sure did look nice. He had these really cool signs on his van, lots of different ladders, and supplies everywhere I looked. He had more window cleaning supplies than 3 window washing companies combined. And I saw photos that he took of houses in his target market that were ideal for his window cleaning services.

Without a doubt, this guy had a top caliber image for his company. He was the best equipped window washer I've seen. And he spent hours laying the groundwork and researching his target market. Everything was in place for a successful window cleaning business.

But...to make a long story a little longer, I haven't spoken to him in months probably because he's back doing what he was before working as an electrician for the State.

I could tell in our conversations that he was consumed with fear. Nothing I said could get him out of his shell and get him out to "stir the pot" as I mentioned above. He just flat out wasn't doing any marketing...period. Sure, he was driving around the various neighborhoods with his signs on the van working on that exposure, but I'm talking about a real, proactive marketing approach that would take his window cleaning services directly to the target prospect. When you cut to the chase, isn't that really the only thing that matters in order to have a successful business?

This guy may disagree with me on this, but there was a certain amount of fear in taking his show to the prospects so he prolonged the agony by doing and buying "stuff".

Yes...there's no question that you need to create a solid image for your company, and know how to wash a window, but none of that means diddly if you have no customers.

Just Do It...

Early on in my insurance career, I remember having to go knocking on doors. Whew...needless to say it's very easy to find other things to do to stay "busy" when you have to go knock on doors to make a living. But since I was on straight commission, my sales manager liked to say to me: "If you don't knock, you don't eat."

But eating wasn't the only motivation. Every time I was "out there", the fact of the matter is that good things happened. More appointments were booked. The phone rang more. The daily routine of being seen by the public translated into activity, which of course lead to sales.

So for the window cleaners who don't venture outside actively looking for customers and window cleaning business, not much happens, but for the window washers who are "out and about" being seen in neighborhoods (flyer/door hanger distribution), talking to "like" businesses (maids, carpet cleaners, pressure washers, blind cleaners), participating in a local organization or two, etc., then hang on to your hat. Because the phone will ring more, more prospects will want estimates, more appointments will be set with customers, and so on.

This is not really earth shattering news here although I will say that sometimes it's hard to recognize "fear" within yourself. So if you find yourself looking for things to do in order to avoid being proactive in your window cleaning business, take a step back and look at yourself objectively.

I've always found that the best way to overcome fear is to "Just Do It" as the Nike commercial says. This probably sounds way too simple and it actually is. But understand that we're in a tremendous business with an endless need. Take a walk outside. Look at all the glass out there. And your target prospects who own all that glass simply need a gentle "thump" on the head from you pointing them to your window cleaning business.

So if you "just do it", you're taking action. When you take action, you see results. When you see results, your fear diminishes as your confidence grows because of those results. And guess what? Because of this confidence, you are now free to "just do it" and take action some more, and on and on.

The circle continues to expand wider and wider and before you know it, you own a six figure a year window cleaning business having the absolute best time of your life.