Several years ago, a major fiber producer conducted a consumer focus survey to determine who “target” cleaning customers are, and what their expectations are when choosing a carpet cleaner.

I thought I’d share some of the survey results with you and provide a woman’s perspective, since women make most of the decisions regarding cleaning.

According to recent statistics, women buy or influence the purchase of 80 percent of all consumer goods. As far as cleaning services are concerned, that figure jumps to an incredible 93 percent!

Courteous

“Exhibiting courtesy and politeness; characterized by gracious good manners.”

When was the last time you or your technician held the door for someone, or used the reply, “Excuse me? I didn’t hear you,” instead of just, “Huh?”

Being polite is such a rare characteristic these days, yet it’s the number one trait our customers are looking for in their service provider.

When customers open the door to their home or office, you should proudly reach out — with a clean hand — to shake their hand, present your business card and introduce yourself confidently.

Before you walk in the door, take time to wipe your feet. Then, listen to your customers’ needs and concerns without interrupting before you launch into your sales pitch.

Equally important, business owners should set an example for employees by being polite and courteous to them at all times.

Neatness

“The state of being neat and orderly.”

Take a look at your truck, cleaning equipment, office and clothes. Do they advertise “clean,” and if not, why not?

Look down at those vacuum and water hoses you’re dragging through your customer’s home.

What about the wheels on those portables you take into that high-rise after you’ve rolled it through the parking lot?

Is the cleaning wand covered with grime?

Remember, cleaning is your profession. If you and your equipment don’t look the part, then how in the world are you going to convince customers that you’re the pro they need?

Competence

“The state or quality of being adequately or well qualified.”

This is where education becomes important. Go to school and become IICRC certified. Build your education to an advanced level and then advertise it.

Explain to customers why there’s a vast difference between you and the average “rug sucker.” Then, prove it with superior performance.

Arrived on time (punctual)

“Acting or arriving exactly at the appointed time. Prompt, precise or exact.”

I already know what you’re going to say. “Sometimes I’m running late or get caught in traffic.”

OK, so do all the rest of us.

But are you scheduling enough drive time between jobs? Does your office over-book you or other company techs? If so, put a stop to that destructive practice.

Do you call customers when you’re running late? If not, start today. That’s why cell phones were invented.

There’s nothing more irritating than waiting for someone to show up for an appointment and not knowing when, or even if, they will.

Today, more women work outside the home than ever before. To them, time is money, especially if they have to use personal leave or vacation days to be there for you to clean their carpet or furnishings.

I can assure you, they will remember you if you arrive late without the courtesy of a phone call. You’ll “never get a second chance to make a first impression” with them!

Quality of job

“Of superior grade; an inherent or distinguishing characteristic. A personal character trait.”

When you think of quality, what comes to mind?

Mercedes. Rolex. Expensive …but worth it!

If you perform a high quality service, you should expect to be compensated for it. But don’t forget, you have to earn it.

Go the extra mile for your customers. If you do, the price of your service never will be an issue.

Remember the old adage: “You get what you pay for!” Price + quality = value.

Give your customers more than their money’s worth. The word will get around as they tell all their friends about your superior service.

Professionalism

“Professional status, methods, character or standards.”

Involvement in industry trade associations and community service clubs, and being certified through a professional non-profit organization are great ways to enhance your professionalism.

Following industry guidelines and Standards, such as IICRC’s S100 (carpet cleaning), S300 (upholstery cleaning) and S500 (water restoration), is another great way to promote professionalism.

When you advertise your services or give an estimate, be sure to let customers know what your affiliations are and that you follow the “standards” set by the cleaning and restoration industry in all your work practices.

Technical proficiency

“Having special skill or practical knowledge especially in a specific field. Specialized; belonging or relating to a particular subject.”

Again, you’d better know what you’re doing when you clean that Oriental rug or even that stain-resistant nylon carpet.

Without technical expertise and education, you or your technicians can permanently damage fibers, void warranties and even cause physical harm to your customers.

And that doesn’t even consider what you can do, in terms of generating health hazards, on a water loss claim.

Appearance

“The outward or visible aspect of a person.”

Well, here’s one of my pet peeves! Sloppy clothes, unshaven faces, ball caps worn backwards (or forwards), dirty shoes, torn blue jeans … yada, yada, yada! Get it?

If you look like a professional, you’ll be treated like one. Uniforms are a must. It sets you apart from all the other so-called “professionals” in the industry.

And be sure that you or your technicians wear nametags that clearly display the company name, as well as certifications achieved. This is just another way of portraying true professionalism.

Communication skills

“The exchange of thoughts, messages, or information, as by speech, signals, writing or behavior.”

What are you telling customers?

Are you clearly explaining the cleaning methods and systems you’re using, or are you letting customers guess why they hired you?

Talk to them, educate them, provide reasonable expectations about your services and the cleaning performance you’ll be able to achieve.

If you do, I promise you’ll have a lot fewer callbacks! That means more profit, new equipment, increased wages … and repeat customers!

Ruth Travis holds a degree in Textiles from the University of Tennessee. She is president of the International Society of Cleaning Technicians and currently serves as chairperson for the IICRC Long Range Planning and Marketing Committees. She is an IICRC-approved Instructor in Color Repair.