Hints, Tips and Tales

Why am I talking about Jet Washing and Gravestone Cleaning this week?

I found myself pondering something the other day when I saw a van outside the cemetery with a van marked offering “Gravestone Cleaning Services”. From what I could see, it was simply a man with a jet wash, to which I thought perhaps I had found a niche where my nine year old son may finally be able to start earning his keep…

Joking aside though, it got me thinking about something I heard in my very first job interview (stacking shelves in the local Spa convenience store) where the owner told me about KVI’s, for the uninitiated in retail, KVI’s stands for Known Value Items. The principle being that if you keep KVI’s like Milk, Tea, Bread, Baked Beans within the same price bracket as Supermarkets, people will feel comfortable that all your products represent reasonable value for money.

I was thinking that a jet wash is a jet wash, so if my nine year old was out doing obvious jobs such as driveways, patios or garden paths, customers would instantly know they need it and have a rough idea of what is a fair price. For argument’s sake, let’s say £20 an hour.

It’s a straightforward service, but I thought, if done right, it’s recurring income.

Not many people want their patio jet washed in the middle of winter, and everyone wants it done in Summer, so why not offer discounts out of season?

Now, the person has a great deal on the KVI, but what if you offered to add a bit more while you’re there?

“I’m here to jet wash the driveway. I’ve noticed a few weeds. Do you want me to lay down some weed killer so you won’t need me back quite as soon?”

That’s adding value. You’ll charge more, and chances are, you’ll be able to earn more margin from the weed killer than from the jet wash. More importantly, the client sees value.

There is no price expectation, you’re adding value and convenience, plus they’re buying from someone who’s already on site and already doing a good job.

The Niche Effect

Now imagine taking that same service and presenting it in a more specialised way.

You’re not just a jet washer. You’re offering a more focused solution.

Examples might include:

• Pebble cleaning to brighten up tired flower beds and borders
• Gravestone cleaning, as mentioned above, my personal (and slightly morbid) favourite. It is a brilliant example because it’s emotionally driven. People want to maintain dignity and respect for a loved one’s resting place. It is the kind of thing a local funeral director could resell on your behalf.

By niching the offer, you change the story and the perceived value.

You’re not offering jet washing. You’re helping someone take pride in their garden. You’re helping a family honour someone’s memory. That is powerful.

Know Your Buyer

What do you know about someone who pays to have their driveway or patio jet washed?

You know they care about how their home looks.

Could they jet wash the drive themselves? Sure. Have they? No. That means they either lack the equipment, confidence, inclination or the time, and that opens the door to other services.

So, take a can of Brasso. If you notice their door knocker could use a shine, offer to give it a once over.

If you’re charging £25 an hour for jet washing, you could easily earn another £10 for ten minutes with a cloth and a bit of polish.

It’s not about pushing extras. It’s about noticing what your client values and offering a helpful solution.

The Real Lesson

The power of niche and cross sell thinking lies not just in how you present your services, but in how you see your client.

Think in terms of:

• What problem are you solving
• What outcome they really want
• What else could you offer that adds genuine value
• And most importantly, helping them feel good about the decision to buy rather than do it themselves

As a wise man once said, what most people need is for somebody to say that what they are doing or are choosing to do, is okay.

Ready to Find Your Niche?

Whether you’re polishing brass or protecting brands, the power lies in knowing what your clients really value. If you’re offering a service that solves a problem, there is a niche waiting to be carved out and profit to match.

The same principle applies to trademarks. When you apply, the classes and terms you choose define the niche your brand can operate in. And because a registered trademark lasts ten years, it is worth thinking beyond the services you offer today. If you expect to refine your niche, add new services or expand into related areas, it makes sense to build that future growth into your trademark from the start.

For businesses that may eventually move beyond the UK, planning for international protection early is also worth considering. Many brands grow faster than they expect, only to discover that their name is not protected in the markets they want to enter.

At The Trademark Helpline, the aim is to help business owners protect what makes them distinct not only now but for the road ahead. If you are thinking about refining your services or expanding your niche, start by making sure your name and identity are protected for the future you are building.

Explore your options or get advice by emailing us at enquiries@thetrademarkhelpline.com