Hard Truths About Winning New Business
You know the feeling—you’ve gathered all your measurements, built a great relationship with the contact, and carefully calculated your pricing. You’re confident you’ll win the contract. But then, you get that dreaded email:
“We’ve decided to move forward with another vendor.”
Or worse, you hear nothing at all.
If this has happened to you more than a few times, you’re not alone. Winning new business in the janitorial industry is tough, and competition is fierce.
1. The Customer is Happy With Their Current Vendor
This is one of the hardest objections to overcome. Sometimes, a prospect is just looking for price comparisons but has no real intention of switching vendors.
Think about it—you want your own customers to stay loyal, so it makes sense that other janitorial companies want the same.
Instead of pushing too hard, acknowledge their satisfaction:
“I’m glad to hear you have a vendor you’re happy with. I’d love to stay in touch in case your needs change in the future.”
Then, follow up regularly with helpful insights, industry updates, or a friendly check-in. That way, if their current vendor ever slips up, you’ll be the first company they think of.
2. Lack of Trust or Qualifications
If a customer is ready to make a change, they need to feel confident that your company is reliable, skilled, and easy to work with.
Use the facility tour to build trust by asking thoughtful questions about their needs. Then, when you submit your proposal, make it clear that you understand their challenges and have the team and processes in place to solve them.
A detailed, professional proposal shows that you’re not just another cleaning company—you’re a trusted partner. (Need an example?)
3. Your Price is Too High
Most prospects aren’t eager to spend more on janitorial services. Many have already gone through multiple vendors, so they may doubt that a higher price means better service.
The best way to handle this? Be transparent about your pricing. Explain how you calculate labor hours and why paying your team fair wages helps reduce turnover—leading to better, more consistent service. Educating your prospect about the true cost of quality cleaning can help shift their focus from price to value.
Final Thoughts
Losing bids is frustrating, but understanding why you’re losing them is the first step to improving your win rate. Stay patient, build relationships, and focus on delivering value. Over time, the right customers will recognize your worth—and choose your company over the competition.
