Carpet Cleaners Coach

19/05/2026

How can the Schlitz b**r strategy help you raise prices?

The Schlitz b**r strategy is a marketing technique based on the idea that you can differentiate yourself from competitors - and therefore raise your prices - simply by explaining your process in exhaustive detail, even if your competitors perform the same steps.
In the early 20th century, advertiser Claude Hopkins took Schlitz b**r to the number one spot not by changing the b**r, but by telling customers exactly how it was brewed. Because other brands didn't explain their methods, customers assumed Schlitz's process was unique and superior.

Here is how you can apply this strategy to raise your prices in your carpet cleaning business:

1. Shift from "Commodity" to "Monopoly"
Most carpet cleaners are viewed as a commodity where the service is seen as identical across the board, forcing customers to choose based on the lowest price. By using the Schlitz method, you create a monopoly-like position because your service can no longer be directly compared to others who remain silent about their process.

2. List Every Single Step
To implement this, you should list every part of your cleaning process, including steps that might seem "standard" to you. This could include:
• Specific cleaning steps.
• The details of your unique guarantee.
• Your follow-up procedure with the customer.
• "Extra" services like phoning the next day or removing furniture protection tabs.

3. Build Perceived Value
Price is a positioning statement. And when you provide a detailed explanation of your process, you build perceived value. As the Schlitz example proves, the fact that you are the one explaining the process makes the difference in the customer's mind, allowing you to charge more for what they now perceive as a premium, unique service.

4. Differentiate Through Education
Rather than just "prescribing" a price like a commodity provider, act like a "doctor" by explaining the "diagnosis". Your detailed "treatment" (your process) builds the trust necessary to justify higher rates. Even if your competitors do the same work, the theatre and transparency of your explanation justify the "reassuringly expensive" price point.

15/12/2025

So is it better for you as a carpet cleaner to focus on just carpet & upholstery cleaning?

Or is it better to branch out and also do window cleaning, driveways, builders cleans, hard floors etc?

The question really is…

Is it better to be a specialist or a generalist?

The answer to that is very simple. A specialist will always be more highly thought of and command higher prices than a generalist.

As the Americans say…” there’s riches in niches”

Think about a general doctor.

What we call a GP here in the UK.

How do you think he is perceived compared to a specialist brain surgeon?

And which one do you think will earn more money?

I learned recently that Steve Jobs when he came back to Apple in the late 90’s actually stopped entire product lines and focussed on specialised products with premium pricing.

Now how has that worked out?

They are premium priced specialists and they’re doing rather well.

So if you want to get higher prices… be a specialist.

And be perceived as one.

And… focus on premium pricing.

So a cleaner just focussing on carpet & upholstery cleaning and maybe hard floors can be perceived as a specialist and will earn far more money than just a general cleaner.

For more strategies to get higher prices for your carpet cleaning business go to success4carpetcleaners.com/gethigherprices
Enter PRICE69 to get the course for a discount of over 88%.

This course is £597 but for the next few days it’s just £69.
Be sure to follow the link for the Premium Course at the bottom.

Put PRICE69 in the Coupon Code box and click 'Apply Coupon'. It’s now only £69 for the next few days. It’ll pay for itself with your first job!

23/10/2025

I saw an interview recently with a business owner who is making the same mistake that so many carpet cleaners are.
This owner was running a small restaurant, and her costs were increasing rapidly BUT she wasn’t putting her prices up. Sounds familiar?
Some of her costs had doubled (cost of eggs) although she had managed to source them cheaper elsewhere.
And she said that she had run the business for two years but had not yet taken a wage out of the business.
But here’s the thing…
She was asked why she hadn’t put her prices up and this is what she said in reply…
She was afraid that she would lose all her customers that she had worked so hard to get… even though she is earning no money.
Now that’s business su***de because if you don’t have margins and profit you don’t have a business.
And that of course is exactly the same as so many carpet cleaners… frightened to put prices up in case they lose all their customers even though they may not be earning much money. I saw a post on Facebook recently where a carpet cleaner said he hadn’t put his prices up for over five years! This is not uncommon. What that really means is that he’s earning less now than he was five years ago because of inflation.
But did you know that a typical carpet cleaner can raise prices by 20% and lose 25% of their customers and still have the same profit?
Now if you want to find out more about pricing go to success4carpetcleaners.com/gethigherprices

16/10/2025

If you want to know exactly how to set up Maintenance Plans and increase the value of your business if you decide to sell I've pulled out the section from my flagship online course How to Find & Keep High Paying Customers for Your Carpet Cleaning Business and made it into a separate course which is heavily discounted for the next few hours. Instead of £199 it’s now just £39
Go to https://coaching.success4carpetcleaners.com/course/maintenance
And enter the discount code 39… and in just a couple of hours you can be offering Maintenance Plans

14/10/2025

Final 24 hours to save. Go to https://coaching.success4carpetcleaners.com/.../maintenance
And enter the discount code 39

06/10/2025

If you want to know exactly how to set up Maintenance Plans, I've pulled out the section from my flagship online course How to Find & Keep High Paying Customers for Your Carpet Cleaning Business and made it into a separate course which is heavily discounted for the next 7 days. Instead of £199 it’s now just £39
Go to https://coaching.success4carpetcleaners.com/course/maintenance
And enter the discount code 39… and in just a couple of hours you can be offering Maint Plans

16/09/2025

Flyers… What Works and What Doesn't

So what’s the best way for carpet cleaners to get work in?

Many swear by Facebook advertising… others favour Google Ads.

Still others absolutely will not advertise using either of those methods because of the price shoppers that they often result in.

And of course, if you are only using ONE method of getting customers you can be held to ransom by them.

As Dan Kennedy says…. The worst number in business is ONE

And many had problems in the past when Google changed its algorithm and Facebook changed the way that everything appeared in its free newsfeed. Suddenly work dried up.

So it’s good to have more than one way of getting customers.

So what I favour is a good flyer that is hand delivered to homes that you want to work in.

Now what is a good flyer?

Well, it’s NOT what many carpet cleaners put out…which is their company name at the top with a price list and a phone number at the bottom.

So what makes a good flyer?

Well all advertising is simply salesmanship multiplied.

So think what you would say to a prospect if you had them in front of you…

then put into media (in this case a flyer)

Some of our best flyers have simply been a printed letter with a good headline, good benefit driven copy, an offer and a deadline. As simple as that.

And the real advantage of a good flyer is that YOU are in control.

And you can choose the types of homes your customers live in (which is a good indicator)

And you can’t be held to ransom by the shifting whims of Google & Facebook.

01/09/2025

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20/08/2025

3 Reasons Why Most Carpet Cleaners’ Advertising & Marketing Doesn’t Work – Part 3
Reason 3. Marketing by Price

Trying to sell carpet cleaning based on cheap price is quite simple a ‘race to the bottom’. The problem is that there can only be ONE lowest price. If you’ve got deep pockets and don’t care if you lose money short term you can put your competitors out of business…until someone cheaper comes along. (and they will!).

There’s no value in a marketing message that says “we’re second cheapest”. If you can’t be the cheapest, why not build your business to be the most expensive? Everyone is trying to be cheaper but hardly anyone is trying to charge higher prices by giving greater value. At least you’ll have a message to promote.

But once you know who you’re trying to reach and what message they will respond to, it’s so much easier.

19/08/2025

3 Reasons Why Most Carpet Cleaners’ Advertising & Marketing Doesn’t Work – Part 2
Reason 2. Advertising Like Big Corporations
Big businesses typically do ‘image’ or ‘branding’ type advertising focusing on their company name or logo hoping that when the time comes the customer will remember them. But this is very expensive and cost prohibitive for a small carpet cleaning business. (Coca-Cola’s budget is around four billion dollars!). And sometimes large corporations advertise to impress shareholders or for some other purpose. And does it work? …who knows, is the simple answer?
Here’s what YOU need to do…
1. Identify WHO your ideal customers are – the ones that you’ll enjoy working with the most, the ones who are the most profitable or who will pay premium prices for high quality work and the customers who will not be a ‘pain in the backside’

2. Find out WHERE they are - do they read certain magazines or newspapers? Do they attend specific events or seminars? Do they live together in a particular area? Are they gather-able together in ‘one place’ so to speak?

3. Get in front of them - once you know who they are and where they are to be found, now you can get in front of them. That might mean setting up a meeting, writing an article, giving a talk, delivering a flyer or placing an ad. But you need to get in front of them in some way.

4. Create attention and interest - your positioning, value proposition and sales argument need to be relevant to your ideal customer (whether that’s budget or premium). You must be able to get their attention and then get them interested and engaged so you can have a conversation with them.

5. Make an offer to them - it could be a free trial offer or a free audit or inspection. Or some other ‘direct-response mechanism’ that causes them to respond to your offer.