Everyone wants to know: "How do I get more customers and increase sales with current customers?"
This question often leads to a generic answer like: "Work harder!"
My answer is: "Work smarter by offering something different than what is normal."
If we think about it, everyone in our industry offers carpet cleaning, but does anyone really offer to "fix broken carpet?"
What am I talking about?
Open any telephone book under carpet cleaning. Open any flyers sent out by carpet cleaners to "drum up some business." Read any advertisement in our industry.
What do we see? We see the same thing over and over — nothing sets our business apart from the competition.
In fact, just change the name from one ad to another and no one will notice the difference.
Diversify into carpet repair
Specialized carpet repair services are a great way to diversify and expand your business.
Just think about it. When you clean carpet, how many times do you see the following conditions?
- Pulled rows in Berber carpet
- Stains, ink, bleach discolorations, etc.
- Frayed edges along any metal transition strip
- Damaged or poorly installed seams
- Cigarette and iron burns
- Delamination
- Wrinkles and buckles.
Ask yourself: "When I see damaged areas of carpet, do I just clean around it and hope nobody notices?"
Or, do you say to yourself, with the utmost confidence: "I can repair that, add extra money to my bottom line and the customer will be thrilled!"
Increase your professionalism and "fix broken carpet."
Getting the work
It's simple.
With our current customers, we put "carpet repair" in our marketing efforts.
We already offer to them and perform for them "carpet cleaning"… that's a given.
It is a well-known and documented fact: "It is easier to sell to an existing customer than to sell to a new prospect."
Why? Trust.
Your customers know that you are an expert when it comes to cleaning their carpet and furniture.
When you explain how you can bring your expertise to handling their other concerns, such as repairing damage to carpet, you open the door to added income.
They automatically trust you as the expert.
Get educated
What if you do not know how to repair all of the different types of damage found in a home or business?
What if you do know a few techniques, but feel you need to learn more to become an expert? You have several options.
Take an Institute of Inspection, Cleaning and Restoration Certification (IICRC) seminar on carpet repair and become a Certified Carpet Repair Technician.
You can also acquire step-by-step training videos that will assist in your learning how to repair carpet damage.
You can also engage in on-the-job training with carpet installers.
No doubt, there are other educational opportunities for you.
Then, you have to practice until you are proficient at repair work. In other words … have fun! You get to "break carpet" and then "fix it."
Now, just think if you only learned one repair, such as fixing pulled rows in a Berber carpet. Could you open doors with this? Of course you could. Then, simply add on new repair methods as you feel comfortable with each one.
More on marketing
You will need to have "before and after" photos of the repairs you offer.
Even better would be actual samples of repairs, "before and after," to show to your potential new clients.
People respond in a positive manner when they completely understand what you can do for them, instead of you just throwing industry terms like "delamination" at them.
I think it would be fair to say that anyone with damaged carpet would love to have it repaired and looking better than to just ignore it and be left with unsightly flooring and a potential tripping hazard.
This is true, especially if they can save hundreds — if not thousands — of dollars by repairing it instead of replacing it.
When we think of how much carpet is installed every year, and how much damage occurs every year, we can easily see there is a lot of work to be done, if we know how to repair carpet.
I personally like to market my services to upscale property management companies in country clubs and gated communities.
Why? First, they are more willing to see the value in your service. Second, I have found they are more willing to be a good source of constant referrals.
I also like the hospitality industry because they always have many repairs to do in their ballrooms, hallways and even their guest rooms.
Offer to do a presentation for these groups. Go to a meeting with your local real estate agents that manage property. They love this type of information, and it will usually lead to a lot of work once they come to trust you.
One thing I find effective, and to get their attention, is to make a custom rug from the logo of the company from which I am trying to get work.
Each time I have done this, I have always been able to get in to see the decision maker and I always have his or her undivided attention.
I present this as a gift to him or her and let them know we can care for the repair needs of all of their clients.
Compare that to a mailer your competition sent out; who do you think is going to get the business?
Final thoughts
Hopefully, you are beginning to see how valuable "fixing broken carpet" can be to getting new clients or improving the relationship — and bottom line — of your current customer base.
I would strongly suggest learning this service.
Remember, there are almost unlimited repairs to be done in the carpet industry.
All you have to do is get a small share of it, and it can make a big difference in your customer satisfaction and bottom line.
What about tools? There are some great tools available today that we did not have just a few years ago.
These can allow you to repair carpet in ways that may seem just too simple — once you learn how to use them.
This will be a subject in a future article.
Steve Andrews, an IICRC Master Textile Cleaner and approved instructor, is a long-time veteran of the cleaning industry, with more than 28 years of experience. He has owned and operated a multi-truck cleaning business, a full-service distribution center for the cleaning and restoration industry, and trained housekeeping departments in the care and maintenance of all types of surfaces. He is a practicing senior inspector and works with fiber producers, chemical manufacturers and carpet mills, as well as providing consulting and training for resort properties, large theme parks and individuals. Visit his website at www.carpetpatch.com.
