Overcome the Fear

By Steve Marsh

October 13, 2010

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According to The Book of Lists, people''s greatest fear is public speaking.

For carpet cleaners, making a quality check call could also be at the top of that list.

While most companies agree that making quality check calls is a good idea, few discipline themselves enough to consistently make the call.

These calls will boost customers'' perception of your company and increase the number of customers who repeat.

From good to great

I needed some repairs on the roof of my house and was referred to George, a local handyman.

George seemed pleasant and knowledgeable, and he charged a reasonable price. I was happy with the work he performed and was glad to pay him for it. He did what I considered to be a "good" job.

Four months later, following the first major rainstorm of the season, George called. He was checking to make sure his work was still satisfactory. His concern and his effort to confirm the quality of his work impressed me.

This brief phone call boosted my opinion of George from "good" to "great!" Now I am more than happy to refer him any chance I get.

But… they won''t tell!

According to TARP Worldwide, a consumer survey company, less than four percent of unsatisfied customers will let you know about a problem.

This means that the majority of your customers with easy-to-resolve problems are suffering in silence. Many of them feel that it is easier to look for a different company than to tell you there was a "problem".

A quality check call may prevent them from going to one of your competitors.

No one wants to go back to solve a problem — but I would gladly make an extra customer visit rather than have them to switch to another company. Quality check calls give you the opportunity to keep customers you may otherwise lose.

Tips to ease fears

If reappearing spots are a mystery to you, get a better education. This means learning, and remembering, the information taught in classes — not just passing a certification test.

The information about fibers, soil and cleaning is critical to solving problems. Understanding the basics of cleaning reduces a lot of fear related to making quality check calls.

Make sure the customer has realistic expectations before you start the job. The best cleaners can''t restore all carpet to "like new" condition. Adjusting expectations in the beginning prevents a lot of customer dissatisfaction.

If you do a thorough cleaning job, most reappearing spots are probably not your fault. They are generally the result of a pre-existing spill or condition of the carpet that you were not aware of. These require special treatment that you could only do if someone informs you of them. You are actually doing your customers a favor by going back and treating a reappearing spot.

Being well-acquainted with experts such as instructors, inspectors, dealers and veteran cleaners boosts your confidence. You aren''t alone. These people can provide help and guidance. Meet these experts by taking industry classes and getting involved in trade associations.

Quick follow-up is vital

It is especially important to make quality check calls to first-time customers.

They don''t know if they can count on you.

It helps to let customers know that you will be checking with them in a few days to make sure everything is acceptable. This way, if there is a concern, they avoid the stress of having to call and complain. If you make this commitment, be sure to keep it.

Implement a new 30-day spot policy. This means you will return for free if the customer needs help removing a new spot within 30 days of your cleaning. They will assume that if you will come back at no charge for a new spot, there should not be an issue about reappearing spots.

If the customer mentions a concern during a quality check call, stay calm. They are trying to give you new information. Ask relevant questions and then arrange a convenient time to return and attempt to fix the problem. Thank them for letting you know.

Making quality check calls part of your customer follow-up is worth a little fear.

Giving your customers the ability to voice any concerns they may have gives you the opportunity to correct any problems and keep a customer.

For the majority who were pleased with your work, you can boost their image of you from "good" to "great!"

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Steve Marsh is the creator of the Be Competition Free Marketing Program. He is a 30-year veteran of the carpet cleaning industry, an IICRC-approved instructor and a Senior Carpet Inspector. Marsh is a marketing and business consultant who provides a turn-key program for attracting better customers. For more information, log on to www.BeCompetitionFree.com.