How a Commercial Cleaning Company Booked 42 Demos in 60 Days

Client Background

The client is a mid-sized commercial cleaning company based in the Midwest, specializing in office buildings, medical facilities, and industrial complexes. Despite having a solid service offering and a dedicated team, their growth had plateaued. Their sales team was spending a significant amount of time on prospecting, with a low success rate in securing initial meetings with facility managers and property owners—the key decision-makers in their industry.

The Challenge: Breaking Through the Noise

The primary challenge was the highly competitive and saturated market. Decision-makers were inundated with generic sales pitches, making it difficult for our client to stand out. Their existing lead generation efforts were sporadic and untargeted, resulting in a feast-or-famine sales pipeline. They needed a systematic, scalable approach to consistently fill the top of their sales funnel with qualified appointments.

Our Solution: A Multi-Channel, ICP-Focused Strategy

We began with a deep-dive ICP (Ideal Customer Profile) workshop to precisely define their target audience. We identified key firmographics (company size, industry sub-verticals like 'medical facilities over 20,000 sq ft') and psychographics (pain points around compliance, tenant satisfaction, and budget constraints).

Armed with this ICP, we executed a three-pronged strategy:

1. Targeted List Building: We leveraged our multi-source data approach, combining public records, industry association directories, and platforms like LinkedIn Sales Navigator and Apollo to build a high-precision list of facility managers and property operations directors within their target accounts.
2. Personalized Cold Email Outreach: We developed a 12-touch email sequence that moved beyond generic templates. Each email was personalized with industry-specific pain points and language that resonated with the recipient's role. The messaging focused on outcomes, such as improving tenant retention and ensuring regulatory compliance, rather than just selling cleaning services.
3. Strategic Cold Calling & Appointment Setting: Our trained SDRs followed up on the email outreach with professional, non-intrusive cold calls. The goal was not to sell on the first call, but to qualify interest and book a 15-minute discovery call or demo with the client's sales team.

The Results: A Transformed Sales Pipeline

The results over a 60-day period were transformative. By focusing on a well-defined ICP and executing a systematic, multi-channel outreach campaign, we were able to deliver a consistent flow of high-quality appointments. The client's sales team could then focus on what they do best: closing deals.