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Start a data-driven marketing plan without having to have a marketing department.   

 It Begins with Differentiation

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Start Telling Your Unique Story.

Four Simple Steps:

The role of differentiation - so important, yet so often short-circuited - is discussed at the link above. If you already understand that need, however, here are four simple steps to start a scheduled, monthly marketing program without the expense of a marketing department. Stop at any time. 

1. Choose a proven USP by using the Select a Cleaning USP option below. Your choice can be changed later if you think another option might align with your  better.

2. Select a marketing package: Basic, Plus or A la Carte. For Basic or Plus, pick a period and discount. During this process, you will enter your USP choice.

3. Set aside an hour in the next two weeks to go through the schedule outline by telephone. You will be contacted by email with a link to our scheduling system and some helpful guidelines. This hour is included. 

4. Start experimenting with data collection through the Iterative Cleaning Feedback Loop. Once you fill out the form, in 2-5 days, you will receive password access to your own customized feedback page. ICFL creates a great reason to start discussing management issues with your prospects (instead of price). It also answers the question of what your prospect will be interested in - you will help her figure that out! 

Find Your Own
Unique Selling

The most successful companies leverage a "Unique Selling Proposition." The USP is a differentiating approach that not only fits your organization but that becomes part of your business model and company culture. The USP you utilize should offer to resolve a business pain experienced among your prospects. Find USP examples your company can leverage.


Use Differentiation
to Jump a Level
in Selling

Pricing Platforms

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The Differentiation Shift Changes the Selling Relationship


If you can differentiate your organization based on offering a better approach to a real business pain, you are more likely to work with prospects bilaterally as co-managers, rather than unilaterally on a vendor-purchaser basis. In the first case, you have more opportunity to affect the ways your customers and prospects interact with you. In the second - the vendor-purchaser scenario - that's business as usual, and it is steep terrain in today's new world. Learn how to leverage differentiation.



Data-Driven Marketing Helps You Determine the Cleaning Issues

Gather Data and Comments from Stakeholders

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Review Stakeholder Satisfaction and Start Co-Managing Results

Everyone in facility management has a common desire to:

1. improve cleanliness and hygiene,
2. peak appearance and image,
3. create odor-free atmospheres, and
4. extend the longevity of building assets.

You also know in advance that they will want this at a continually lowered cost and/or improved efficiency.

What they are often unsure of is where they are now and what to do next. This represents a facility management pain that you can begin to remedy by collecting data from the stakeholders in the building environment. Try an Iterative Cleaning Improvement Feedback Loop, and your will adjust the prospect's focus from price and comparative features to problem-solving.



Get Monthly Marketing Support that Sets You Apart.

Select a Package

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“Rick’s...ability to hammer our ideas into forms that separate us from competitors [has] provided a big advantage talking to targeted prospects...”

— Mo Bashar, Owner, Advanced 360 Floorcare

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"We began focusing on differentiating our services after attending a workshop Rick Link presented in 2009 and have never looked back. Our sales have grown as much as 40% in a year...Rick has [since then] supported other projects for us."

— Sherrie Stover, Marketing, Unlimited Building Maintenance, Kansas City

"[Rick Link] has a keen eye for detail and truly understands how to add value through educationally based marketing strategies.”

— Gary Smith, Vice President Western Region, K.J.A., Inc.


"Rick's ability to listen to our business needs and then to transform this information as a workable and easy-to-navigate website is priceless."

Arturo Corral, CEO, Sedona Management, LLC

“Rick Link provided a well thought out website, plentiful with useful data to help me lead our large Housekeeping Department.”

Gary Cook, Director Housekeeping Services and HazMat Control,
 Johnson County Community College