1 Simple, effective ‘marketing’ tip, to add value to your cleaning service in 2019 (part 2).
By Colin Croteau
Magic Wand Carpet Cleaning Customer
This article piggybacks off of part one in a three part series, highlighting simple yet effective strategies you can implement into your business which will result in a higher value for your service, and inevitably higher job tickets for you, resulting in growth and sustainability.
In the last article we touched on the following points: perceived value, dress code, and getting into your customers mind. This time we will focus on the following one point, divided into three subcategories: Carpet & Rug Institute (CRI) Seal of Approval program, quick phone call that will cost $25 but will set you apart from the plethora of proud carpet cleaners, of which do not understand the true value of such a small investment.
Implementing these strategies in your business model are both long and short term. Short term, in the sense that you can make your decision on these points here and now, and introduce them immediately.They are long-term because building the foundation of your business on the aforementioned and soon to be mentioned principles, will help build structure and strength to your operation.
The Carpet and Rug Institute works cooperatively with carpet manufacturers, and has implemented a system in which using CRI approved cleaning products will ultimately never void the carpet warranty, and are solely recommended by the manufacturers themselves.
How does this affect your value, you ask? By making the decision to become a CRI approved service provider, for an annual fee of $25.00 and a phone call to their headquarters, you distinguish yourself from the other carpet cleaners within your jurisdiction, and enable yourself the ability to tell your customers that you are certified to clean their carpets by the manufacturers themselves; because you’ve made the commitment to using better quality products and processes.
The seal of approval program was designed to intersect and amalgamate the three aspects of the carpet industry into one program, where these three aspects work synergistically to provide a better overall experience for the consumers of carpet and rug products, around the world.
This tri-level program incorporates:
1. The actual manufacturer of the carpet itself
2. The manufacturers of carpet cleaning machines: from portables, truckmounts, and even vacuums
3. The manufacturers of carpet cleaning chemicals.
Together, these three industries work towards providing the following performance attributes to carpet cleaning:
Soil Removal- How well does the chemistry remove soil from the carpet?
Resoiling- Does the system/ chemistry being used, cause the dreaded phenomenon known as “rapid resoiling?”
Residual Moisture- How well does the extraction system recover water laid down in the carpet?
Surface Appearance Change- Will the product cause a drastic change in carpet appearance after multiple uses?
Colorfastness- Does the product being used, distort or change the color found within the carpet fibers?
pH Level- Does the cleaning agent leave the carpet in a pH state between 4-10?
Optical Brighteners- Does the product contain OB’s that damage and distort the appearance of the carpet after use? (SOA program rejects all products with optical brighteners)
These seven points are invaluable questions for the carpet cleaner to ask themselves. If a carpet cleaner uses products or processes that go against these seven points: they risk voiding the warranty of the carpet, which in turn, could result in the cleaner having to dish out thousands of dollars in replacing a customers carpet, because they chose to use poor quality products and processes.
How does the CRI program benefit you the cleaner, and your customer, adding value to your service? Simply put, using CRI approved products ensures you, the cleaner, that you will not be responsible for any warranty void when you clean the carpet. This can save you thousands of dollars, a spoiled reputation, and of course countless phone calls and headaches. It is certainly a precautionary and prudent step to take, for the business owner looking to ensure they provide the best results, and giving their customers the convenience of peace of mind.
Obviously so, explaining to your customer that everything you do and used is approved by the CRI, heightens their trust in you, and provides a sense of reassurance. The last thing your customer wants is to deal with carpet cleaning gone wrong. In addition to this, your knowledge gained from the CRI program allows you to educate your customer, and differentiate your service from the competitors. It allows you to be able to provide your customers valuable information: and it also helps you set a higher standard of carpet cleaning in your service area. Soon enough, customers will be asking your competitors questions they won’t have answers to. The inevitable consequence of this is simple: more money in your pocket. Will EVERY potential client care? No, they won’t. However, those will not be the clients you want anyways.
Magic Wand Company has got your covered for quality CRI approved products. Including the deluxe CVD Upright Commercial Vacuum. This single motor vacuum cleaner is gold certified by the CRI program, in addition to that, it is a true HEPA certified vacuum, which allows you to remove up to 90% of all allergens, dust, hair etc.The deluxe CVD includes an innovative, telescopic wand, up to 30% larger than competitors. The clean breeze filter bag it is equipped with reduces the emission of fine particulates such as dust to over 60% than traditional paper bags. In addition to its optimal efficiency, the deluxe is coupled with a low noise level at under 70 dB - allowing you to save your eardrums and increase the convenience for your customer by not pushing a blaring vacuum.
Magic Wand also manufactures it’s very own, neutral, all-in-one, green-certified, eco-friendly and safe: carpet, upholstery AND, yes, AND tile and grout pre-spray! This safe cleaning product does it all! Containing citrus based solvents and the power of oxygen - it’s sure to cut through the greasiest of floors, whether soft or hard surface, and naturally brightens fibers like cotton, linen, and virtually any white fabric- without the use of CRI rejected optical brighteners. This clean machine product is called: Trashed Green Gel - CRI approved. The gel form, is 2x more concentrated than the liquid form and provides up to 128 RTU gallons of cleaner!