Royal Cleaners provides recurring and one-time cleaning services to businesses across the St. John’s market. Its client base includes commercial facilities, construction-related clean-ups, and ongoing contracted cleaning services, with contract values ranging from small monthly engagements to higher-value institutional accounts.
Prior to this project, the business had established steady traction but lacked a formalized sales strategy and structured sales funnel. To accelerate growth and improve consistency in contract acquisition, the company undertook a focused two-month sales strategy and funnel development initiative designed to significantly increase revenue and market penetration.
Services Provided:
Commercial Cleaning Contracts: Recurring monthly cleaning services for businesses and institutions, with average retainer contracts.
One-Time and Construction Clean-Ups: Specialized cleaning services for post-construction projects and single-engagement commercial clients.
High-Value Institutional Contracts: Larger-scale contracts, such as facilities comparable to the Paul Reynolds Centre.
The Objective
To develop and implement a sales strategy and structured sales funnel capable of doubling the company’s business within the Newfoundland market. The objective was to improve lead generation, strengthen credibility, standardize outreach, and increase the consistency of contract closures while preparing the business for long-term scalability.
The Challenge
While the company had proven service delivery capabilities, sales efforts were largely ad hoc and relationship-driven. There was no formalized funnel, limited use of testimonials and case studies, and inconsistent outreach processes. Additionally, the company needed to identify and engage the correct decision-makers within organizations across the St. John’s market to improve close rates and contract values.
Key challenges included:
- Lack of a defined sales funnel
- Inconsistent sales messaging and outreach
- Limited use of testimonials and case studies
- Difficulty identifying the right contacts within target organizations
- Need to scale revenue without increasing operational risk
The Solution
Sales Strategy and Funnel Development
A structured sales funnel was developed to guide prospects from initial contact through to contract close. This included defining the sales pitch, clarifying service offerings, and building a repeatable process for managing new leads and referrals.
Credibility and Trust Building
Immediate actions focused on strengthening credibility through the collection of three commercial client testimonials and updating the website to prominently feature these endorsements. Case studies were also identified as a priority, covering commercial cleaning, construction projects, and one-time clean-ups.
Outbound Sales and Market Targeting
The project emphasized direct outreach to decision-makers within St. John’s businesses. This included researching target companies using resources such as the St. John’s Board of Trade member list, developing call and email scripts, and prioritizing phone contact followed by email outreach.
Process Review and Iteration
Regular review meetings were scheduled to assess progress, refine the sales process, and adjust actions as needed. Meetings included video calls, needs assessments, and performance reviews to ensure alignment with project goals.
Future Innovation Planning
The project also identified opportunities for R&D funding to support the development of a cleaning app, positioning the business for future technology-enabled growth.
Results: Sustained and Accelerated Revenue Growth
The project delivered measurable, long-term results. Since implementation, the business has experienced significant growth, with annual sales quadrupling by 2025. Key outcomes included:
- Doubled growth, and quadrupled growth as of 2026.
- Higher than average contract values (sometimes up to 10x the value)
- Closure of approximately one new contract per month
- A more consistent, repeatable sales process
- A scalable foundation for continued growth and potential technology development
