What do the national chains all have in common ,besides millions of dollars in annual revenue? Their technicians are some of the best dressed technicians in our industry. The national chains fully realize that image is just as important as substance. There are a lot of great technicians in this industry who view their image as low priority. They are convinced that wearing jeans and a dirty Tshirt have no bearing on customer retention, as long as they do a great job cleaning the carpet. I think this is one of the biggest mistakes we can make in this industry. The reality is, your appearance and the appearance of everything you bring into the home, has a direct effect on the perceived value of your service. We now live in a "Franchise World", where every industry is dominated by national chains and franchise imagery. The public has been conditioned to believe that a business that has a franchise look is a safer option. Companies who have this "look" to them have a competitive advantage in every industry. But there is a deeper level to this. Think about it: What is the difference between a mid level steak house and a high end steak house? The environment, the atmosphere, the decor. The way you feel in the place. All of these elements convince you that you $120 Dinner actually taste better. This packaging of the experience is memorable to the client. The national chains are experts at this game. They are making millions with this strategy. I encourage you place the same focus on your appearance and image that you do on your cleaning results. Quality is very important but so is the package that you deliver it in.
