Are you still undercharging while overdelivering? If you’re running a cleaning business, chances are you’ve felt the tug-of-war between raising your prices and not wanting to lose loyal clients. But what if there was a way to confidently charge premium rates and keep your best customers coming back for more? That’s exactly what Debbie Sardone, the mastermind behind the Cleaning Business Fundamentals (CBF) coaching program, is helping entrepreneurs achieve.
If you’ve ever wondered how to position your services as high-end without sounding salesy, or if you’ve struggled with the fear that upping your prices means losing clients—you’re in the right place. This isn’t another cookie-cutter guide. We’re diving into real strategies, mindset shifts, and proven methods that Debbie and 28+ industry experts swear by. So grab your coffee (or mop!) and get ready to rethink your pricing game for good.
Who is Debbie Sardone?
Debbie Sardone isn’t just another coach with a clipboard and some good ideas—she’s a cleaning industry legend. With over three decades of experience, she’s built one of the most successful residential cleaning businesses in the U.S. and has helped thousands of entrepreneurs transform their maid services into profit machines. Known as The Maid Coach, Debbie blends hard-earned experience with strategic business coaching to teach owners how to build systems, empower teams, and most importantly—get paid what they’re worth.
What makes her so magnetic? She’s been in the trenches. Debbie built her company from the ground up and knows the struggles of burnout, inconsistent income, and clients who expect the world on a shoestring budget. That’s why her advice resonates—it’s tailored, actionable, and rooted in real-life business experience. Whether you’re a solo cleaner or managing a growing team, Debbie’s teachings are designed to get you results.
What is the Cleaning Business Fundamentals Program?
The Cleaning Business Fundamentals (CBF) program isn’t your typical coaching course. It’s a step-by-step business blueprint that walks cleaning business owners through every aspect of building a scalable, profitable company. Think systems, automation, hiring, pricing, marketing, and leadership—all wrapped into a comprehensive curriculum designed specifically for the cleaning industry.
CBF isn’t about fluff. It’s about function. Here’s what makes it so effective:
-
Systematized Frameworks: Debbie teaches you how to build repeatable processes so your business runs like a machine—with or without you.
-
Hiring the Right Team: Learn how to recruit, train, and retain top-notch cleaners who represent your brand like pros.
-
Charge Premium Prices: Get the confidence (and strategy) to raise your rates and attract clients who value what you do.
-
Coaching & Community: CBF includes access to an ongoing support group of business owners just like you—motivated, driven, and ready to grow.
This program isn’t for hobbyists. It’s for business owners who are serious about building a real, profitable company—and finally stepping into the CEO role.
The Power of Premium Pricing
Let’s be real—most cleaning business owners are undercharging. And it’s not because your service isn’t worth more. It’s because you haven’t positioned it properly yet. Premium pricing isn’t about jacking up your rates and hoping no one notices. It’s about aligning your service with the value it provides and owning that value unapologetically.
Premium pricing does a few powerful things:
-
Attracts better clients – Ones who respect your time, pay on time, and don’t nitpick every little thing.
-
Boosts perceived value – The higher the price, the more people associate your service with quality.
-
Creates sustainability – Higher margins mean you can reinvest in your team, your systems, and your growth.
Here’s the kicker: People expect to pay more for premium service. Think of it like this—if you were choosing between a generic, no-name cleaner and one who looked professional, communicated well, showed up in uniform, and had glowing reviews—wouldn’t you pay more for the peace of mind?
Exactly.
So stop thinking of premium pricing as a risk. It’s actually the most powerful signal you can send that your business is the real deal.
Common Myths About Raising Prices
You’ve probably heard (or thought) these before:
-
“I’ll lose all my loyal clients.”
-
“My area is too price-sensitive.”
-
“People will think I’m greedy.”
But here’s the truth: most of these fears are completely unfounded. In fact, Debbie Sardone has coached hundreds of business owners through price increases—and the vast majority report higher client satisfaction, not lower. Why? Because when you price yourself like a premium brand, you naturally start delivering a better overall experience.
Still not convinced? Let’s debunk a few of these myths:
-
Myth: People only care about price.
Truth: People care about value. When clients trust you, see your professionalism, and feel the results, price becomes a secondary concern. -
Myth: I’ll lose my long-term clients.
Truth: The right clients will stay—and the wrong ones will weed themselves out. That’s a good thing. -
Myth: My competitors charge less, so I have to match them.
Truth: Competing on price is a race to the bottom. Compete on quality, consistency, and brand.
By shifting your mindset around pricing, you open yourself to more income, better clients, and less stress.
Understanding the Psychology Behind Pricing
Why do people happily pay $6 for a cup of Starbucks coffee when they could brew it at home for 30 cents? It’s not just about the coffee—it’s about the experience, the perceived value, and the trust they have in the brand.
The same logic applies to your cleaning business. Pricing isn’t just math—it’s psychology.
Here’s how it works:
-
Anchoring: When you present a high-value package, clients mentally “anchor” your service at a premium level—even if you later offer a slightly lower option.
-
Trust and Expertise: Higher prices signal confidence and professionalism. People trust businesses that act like they know what they’re doing.
-
Scarcity and Exclusivity: When your service isn’t the cheapest, it becomes more desirable. People want what others can’t easily have.
Debbie Sardone teaches this in her CBF program and dives even deeper during her summit session. She’ll show you how to price your services in a way that aligns with client expectations—and even how to structure your offers to trigger emotional buying decisions.
Positioning Your Services as Premium
Let’s get something straight—premium pricing won’t work unless your positioning backs it up. That means everything from how you present your business, to how your team shows up, to the words you use in marketing—every piece has to reflect value. And here’s the good news: you don’t need to spend a fortune to look and sound premium. You just need to be intentional.
Here’s where most cleaning business owners drop the ball: they offer a top-tier service but market themselves like a discount brand. If your flyers look like they were made in Microsoft Word in 2004, or your website hasn’t been updated since Obama’s first term, people are going to assume you’re cheap—and price-sensitive clients are all you’ll attract.
So, how do you fix that? Here are a few premium positioning tips:
-
Upgrade your branding: A clean, modern logo, professional website, and consistent colors/fonts go a long way.
-
Show proof: Social proof like Google reviews, client testimonials, and before-and-after photos reinforce your expertise.
-
Use value-focused messaging: Instead of saying “Affordable Cleaning,” say “Detailed, Dependable, and Done Right—Every Time.”
-
Dress the part: Uniforms, clean vehicles, and polished communication all add to the premium perception.
-
Set expectations early: Be clear about your process, policies, and standards. High-end clients love structure.
Debbie Sardone’s strategy here is all about aligning perception with performance. You can have the best team in the world, but if your image doesn’t match, you’ll always be underpaid and undervalued. In CBF, she helps owners craft brand identities that not only look professional but also attract the right clientele. So stop marketing like a budget option when you’re delivering 5-star service.
Messaging That Converts: Making Clients Feel the Value
Want to know the secret behind brands that consistently charge more and get it? It’s messaging that connects emotionally. It’s not just about explaining what you do—it’s about helping your client feel the value of what you do.
The most successful cleaning businesses don’t sell “cleaning.” They sell peace of mind, free time, and a sense of calm in a chaotic world.
Debbie Sardone is a master at teaching this. In her summit session, she walks through how to craft messaging that positions your service as a solution—not just a chore. This shift alone can completely transform how potential clients view your business.
Messaging strategies that convert:
-
Focus on transformation, not tasks
Instead of “We dust, mop, and vacuum,” try “We give busy families back their weekends.” -
Tap into emotional drivers
Clean homes reduce stress, improve health, and create harmony. Highlight those benefits in your copy. -
Use storytelling
Share real client experiences. Talk about how a client felt after walking into a freshly cleaned home. -
Use premium language
Words matter. Use terms like “detail-oriented,” “discreet,” “specialized,” and “white-glove service” to elevate perception. -
Lead with confidence
If your messaging sounds apologetic or unsure, clients will pick up on it. Speak with authority and belief in your service.
By refining your messaging, you’re not just convincing clients—you’re showing them why your service is worth every penny. Debbie’s copywriting tips inside CBF and at the summit help business owners break through the noise and get noticed for the right reasons.
Why Loyal Clients Don’t Leave (Even When You Raise Prices)
This is probably the scariest part of raising your rates: you’re terrified your loyal clients—the ones who’ve been with you forever—will bail the second you increase prices.
But here’s what Debbie Sardone has proven time and time again: great clients value consistency, trust, and quality more than a cheap deal.
Let’s break it down. When clients hire a cleaning service, they’re not just buying a product. They’re inviting someone into their home, trusting them with their space, and expecting a certain emotional return. If you’ve been delivering exceptional results, showing up on time, and going above and beyond, that trust is banked. It’s worth a lot more than a $10 increase.
Here’s why most loyal clients stay:
-
They value the relationship: If they like and trust you, they’re unlikely to go price shopping.
-
They hate change: Switching to a new cleaner is inconvenient and risky.
-
They’ve seen the results: When people know what to expect—and love the results—they’ll pay to keep things consistent.
Debbie teaches CBF students to implement price increases with confidence and clarity. You’re not asking permission—you’re stating what your services are worth moving forward. And if you handle it with professionalism, most clients won’t blink.
How to communicate a price increase:
-
Give plenty of notice—30 to 60 days.
-
Explain the value they’re getting, not just the change.
-
Thank them for their loyalty and invite feedback.
-
Stay calm and confident—your tone sets the stage.
You might lose a few price-sensitive clients—and that’s okay. You’ll open the door to better, more profitable ones.
Top Strategies to Implement Today
You don’t have to wait to start making moves. In fact, here are five high-impact strategies straight from Debbie Sardone and her coaching playbook that you can put into motion immediately:
-
Audit Your Pricing
Take a hard look at your current prices. Are they covering your overhead, team wages, and giving you a healthy profit? If not, it’s time to adjust. -
Upgrade Your Messaging
Swap out price-driven language with value-driven language. Stop selling “cleaning” and start selling peace of mind, reliability, and trust. -
Systematize Client Onboarding
Create a consistent, step-by-step process for bringing on new clients. This instantly positions your brand as professional and premium. -
Create a Signature Package
Debbie teaches this inside CBF—build a high-ticket package that offers convenience, consistency, and results. Clients love bundles that feel curated. -
Start Delegating
If you’re still doing the cleaning, answering the phones, and managing scheduling, start outsourcing. Even part-time help can free you up to focus on growth.
Each of these strategies may seem simple, but when implemented with intention, they create a snowball effect. It’s all about small shifts that lead to big transformations.
Getting Over the Fear of Charging What You’re Worth
The number one reason cleaning business owners don’t raise their prices? Fear. Fear of losing clients. Fear of rejection. Fear of not being “good enough” to charge more.
But here’s the truth: you are not your price.
Debbie Sardone emphasizes this in all her training—the moment you attach your worth to your rates, you’re sabotaging your business. Your price is a reflection of your service’s value, your professionalism, your systems, and your brand experience. It’s not a personal judgment on you as a person or a cleaner.
So how do you conquer the fear?
-
Start small: Test your price increase with new clients before rolling it out across the board.
-
Collect proof: Save client testimonials, reviews, and compliments. They’re tangible evidence that your service is worth it.
-
Work on mindset daily: Debbie encourages daily affirmations, business journaling, and community support. Growth isn’t just tactical—it’s psychological.
-
Surround yourself with winners: Being around other successful cleaning business owners shifts your belief in what’s possible.
Once you raise your prices and clients still say yes, a switch flips. You start believing in your own value—and there’s no going back.
Building a Profitable, Scalable Maid Service
This is the ultimate goal, right? A cleaning business that doesn’t just survive—but thrives. One that supports your lifestyle, your family, and your future. One that runs even when you’re on vacation or taking a mental health day.
Debbie Sardone’s Cleaning Business Fundamentals is all about building a business that runs like a well-oiled machine. That means:
-
Clear SOPs (Standard Operating Procedures)
-
Automated client onboarding and communication
-
A well-trained, reliable team
-
Predictable revenue
-
Time freedom for the owner
Scaling doesn’t mean you have to franchise or build a national brand. It simply means creating systems that allow your business to grow without you having to do every single thing.
By implementing what you learn in CBF or at the Maid Service Success Summit, you’ll finally be able to stop micromanaging and start scaling.
Imagine waking up to a booked schedule, a happy team, and bank deposits that reflect your true worth.
That’s the dream—and it’s 100% possible.
Conclusion
Debbie Sardone has done what few can—built a proven, repeatable system for helping cleaning business owners go from stressed-out and underpaid to confident, profitable, and in control. Her Cleaning Business Fundamentals program is a launchpad for serious entrepreneurs.
You don’t have to settle for being the “affordable option.” You can become the go-to premium provider in your area. All it takes is a shift in mindset, some upgraded systems, and a willingness to finally charge what you’re worth.
So if you’re tired of playing small, missing weekends, and constantly worrying about cash flow—this is your moment.
Step into it.
