No, Marty. I'm not saying that Ken's company does not do quality work. You know what I mean.. I am referring to quality as in what an anal owner operator does. Ken operates a company that relies on systems to be in and out quick. The "traditional ICS cleaner" goes above and beyond in extra steps and "dog and pony show". The whole point of this is not about just high end cleaning, but the clientele. I think that Ken's company is more akin to SS as to pricing etc. I also think that if we are honest with ourselves, most of us will have to admit that a good cleaner with quality equipment, tools, and chemicals can produce carpet that looks as good as the guy who goes through 57 "steps" to get there.
It is not just the look of the carpet after cleaning that people pay for. They pay for the experience of the butt kissing multi-stepper.
McDonalds sells a LOT of coffee. Star Bucks sells a LOT of coffee. Many people say that McDonalds coffee is as good as that sold at Star Bucks. Why are they both successful? Is McDonalds going under because they sell their coffee for less money? Is the McDonalds coffee several dollars inferior to Star Bucks? I have heard a LOT of people say that McDonalds coffee is just as good. Of course you will get those who will say that it is NOT nearly as good too.. How much of this is based on atmospehere? There have been blind taste tests where many people chose cheaper coffee over the Star Bucks. The same blind taste test was done for "designer" vodka and cheap vodka.
On a light to moderately soiled carpet I can make it look as good as Mikey can with his
Vortex. The experience might be different, and I believe that is at least part of the whole high end cleaning thing. I don't go overboard with steps, and a dog and pony show. I also have clients that say I do the best work they have ever had, and they would not dream of calling someone else. They also say that I am better than other companies that clean similar to the way I do. Do I have magic juice in my sprayer, or is it something else?
Hire a people person, and teach them to clean carpet. A people person producing clean carpet is what most people want. If you have one but not the other, you may just be in trouble. If they like you, and you get the carpet clean, you pretty much have it nailed. If you are selling the dog and pony show, you have to sell it to those who want it. You will not sell a Ford Focus to someone who wants to buy a BMW. You also will not sell a BMW to someone who just wants (and may only have the money for) a Ford Focus. Both cars will get you where you want to go, so why does anyone spend the extra money for a BMW?
Just like with the cars, you have to target the audience for the service you provide. BMW will not send advertisements to households with an income of $35,000 per year. Ford does mass marketing for the Focus.
I think you can be professional, courteous, clean cut, friendly, likeable, and still wow people without the dog and pony show. There are a lot of people out there who just want a satisfying cup of coffee. There are others who want Star Bucks..