Earn Service Contracts by Selling Clients on a Story 

By Ron Segura 

A persuasive story is more than only data—it connects with people and shows how what you care about matches what the client needs. Today, cleaning contractors need to do more than submit a proposal. They must win clients over with a compelling presentation. For example, one contractor lost a million-dollar account because their presentation was just a list of services and prices, with no personal touch. Another contractor won a similar account by telling a story that matched the client’s goals, using real examples and clear connections. These stories illustrate the importance of mastering persuasive presentations. 

Decision makers want you to show them exactly what benefits they will get if they hire you. Most often, people use PowerPoint or similar software to do this. Your PowerPoint needs to look good, but a nice slideshow alone won’t win you the job. Many people think a flashy presentation is all it takes, but that’s not true. Studies show that decision makers care more about how well you get ready and how you talk with them. For example, in one case, a simple presentation with thorough preparation and effective conversation beats a fancy but shallow one. The better-prepared contractor got the job. 

According to a ScienceDirect report, while contractors are often selected based on the lowest bid after pre-qualification, relying solely on price can lead to quality issues, underscoring the critical role of both preparation and qualifications in winning contracts. According to Forbes, communications consultant Elena Shalneva emphasizes that focusing on getting your message right is key, since confident and effective delivery tends to follow when the content is strong. This suggests that substance is fundamental to winning contracts. 

So, what works? Here are some tips I share with large cleaning contractors that you can use, too: 

Preparation is key.

Make sure you’re ready, especially if your presentation is based on a request for a proposal (RFP). Cover everything in the RFP and try to go beyond it. Learn how the organization presents itself and connect that to your pitch. If possible, include photos of the building and show what changes you would make. For example, one contractor told me that their careful preparation helped them win a big contract. They visited the client’s site several times, spoke with staff to understand their needs (not always possible), and used this input to develop a proposal with actionable solutions. This helped them earn the client’s trust and win the job. 

Visit the site at different times of day to see how activity changes. 

Find and map out busy areas that need more cleaning. 

Talk to current tenants or employees to get their feedback and ideas. 

Make your presentation feel conversational.  

Don’t just talk at people—share your ideas in a friendly way. This approach makes things more personal, builds trust, and helps decision makers understand you and your message. 

Keep visual aids to a minimum.  

Don’t let PowerPoint do all the talking. Your slides should support your message, not take over. Try using one strong image per minute and no more than six words per slide. For example, show a photo of a clean office lobby with a short caption like, “This is what we deliver every day.” This helps you check your slides and keep your audience focused on what you’re saying. 

Encourage questions. 

Encourage decision-makers to ask questions during your presentation to maintain the dialogue flowing. Give short answers. Research shows that the more questions they ask and you answer, the better your chances. 

Answering questions can also help you feel less nervous, which is normal when presenting to a potential client. 

To get better at presentations, practice answering the top five questions you think you’ll get. Time yourself and say your answers out loud. This will help you feel ready for the Q&A and show your expertise. 

Ron Segura is the founder and president of Segura & Associates, a consulting firm for contract cleaning companies as well as building managers in North and South America.