Understanding The
Culture Of Our Organization
| Every Business Organization Has An
Identity For Better Or For Worse. |
Dear Technicians And Partners. This Is The Most
Important
Web Page You Will Ever Read
Regarding Success In Our Organization.
By Mike Ochoa |
If you are
reading this page you have become a
member of our organization and you have
made a commitment to the common goals of
this group we call Boss Optima. We are
not in business to simply be profitable
or even successful. We are in business
to make a statement. We are in business
to be the ultimate example in our
industry of this principle:
"That the
simple act of truly trying to help and
care for people, in an honest sincere
way, in a just way, is the most
absolute road to the highest form of success
possible."
To be in
business with us you must buy into this
culture. Or your partnership is doomed
to fail.
Culture has a funny way of
spitting out those who do not belong.
Please do not take me for arrogant when I state this:
I talk to technicians and carpet cleaning owners all the time who
inquire about partnering with us. And
sometimes when I interview them ("And
put them under the microscope") I am
blown away by the lack of knowledge
they have for how to be successful in this industrey.
And the pure disconnect they have for
what appeals to the public.
Put simply: "They view there work
through the eyes of a technician"
Not through " the eyes of a
customer".
They think its ok to not be uniformed.
(or just wear a company t-shirt)
"As long as you clean good."
They think its ok to focus on just being
a "a great cleaner" and to heck
with image and appearance.
They think they can succeed paying no
attention to the "show business"
of carpet cleaning.
"Cause I'm a ma and pa cleaner"
and I offer a "personal service".
Well guess what, while there
limping along being ma and pa . Offering
their personal service. The
major national chains like Stanley steamer are gobbling up market share,
making millions and creating experiences
that "lock" the customers into them. The
only Ma and Pa companies who ever
succeed are the ones who operate like
the majors!
The majors became the
majors...........By locking in one
customer at a time!!!
And more
importantly..............."Thinking like
a customer".
Guess what these 4 companies have
in common: Coit, Stanley Steamer,
Servpro, Zero Res. First they are
some of the most successful companies in
our industry. Second they all pay an
enormous amount of attention to the
"experience the customer receives"
In other words they are very good at
"thinking like a customer" and this has
equaled millions of dollars in profits
for them. They are all about the show
business. Or "experience business" of
carpet cleaning.
Do you know that servpro has furniture tabs
that say "Servpro" on them.
Do you know that all stanly steamers
techs wear the exact same shoes. And have yellow hoses on their truckmounts.
Do you know that Zero Res has a vacuum
hose cleaning procedure after every job!
Do you know that Zero Res teaches their
techs to actually clean pieces of
upholstery for free just to create a
"wow factor".
Now they don't do this cause there nice
guys and they just happen to be generous. Get it straight, they do it
because it equals
maximum
profits. They do it
because the public loves the experience
they give them. And they become totally
loyal. And that loyalty is worth
millions in profits.
But they have a weakness.
You see, they can only care to the
level of "an employee". All of their technicians are employees. They can only
care to the level of "someone working
for a company".
We can top that. We can care as "owners
of our organization". Boss Optima
is a ownership Co-op. An industry
All Star team of National Service
Partners owning there market, combined
with a headquarters who has the
most cutting edge "Customer care"
marketing strategies available. And
highly conscientious Sales People.
So here is where we fit into the mix. We
find experienced, seasoned business
operators who already know how to clean
well (You). We help you understand
what the majors already know.
The "experience business" of carpet
cleaning. We help you
emphasize the importance of controlling
the customers experience. We emphasize
"caring for the customer" not just in
the cleaning results but in the entire
service experience. We teach you to care
for the customer on an entirely new
level...............
Control of the "customer experience"
combined with a new, better, different
level of "care". The kind of care
that only a vested owner can give. The kind of
care that only someone with a stake in
the business can give. A genuine care.
We care about.......
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What the customers sees. |
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What the customer does not
see. |
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What the customer believes. |
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What
the customer hears. |
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What
the customer compares to other
cleaners. |
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What the customer remembers. |
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What the customer perceives. |
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What the customer wants. |
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What the customer fears |
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What the customer loves. |
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What the customer hates. |
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What the customers smells,
feels and touches. |
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Everything the customer
experiences. (To the smallest
details) |
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How much the customer
believes we care. |
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A
Higher Level Of
Care...... In 5 words ,that is our
culture!
You cant fake it, you can't manufacture
it and you can not improvise it. Either
you deeply care or you don't. When
a customer feels deeply cared for,
sincerely, generously,
honestly........... they feel it, they
absorb it and they remember it.
And its powerful.
Ask any Boss Salesperson and they will
tell you they are drilled constantly
about demonstrating care for the
customer. They are taught to never make
the customer feel like they are being sold.
There taught to be neutral, passive.
They are taught to simply be great
messengers. They are taught to "think
like a customer". And be conscientious
of the experience the customer is
getting.
This kind of gentle passiveness goes
against all common sales techniques that
are taught in the world and yet we sell
at an incredible level. Why?
Cause the public loves the experience we
give them.
Most of you are familiar with 2 of our
sales people ...........Cathy Arredondo
and Angela Wilson. These two really
demonstrate care for their customers.
Do you know that using their "Care for
the customer experience beliefs" these
two routinely sell 80k to 100k a month
in services......
Do you know that the majority of
customers who participate in our gifting
program do this before you get to the
home. They are actually referring us to
friends and relatives before they
experience the service. Even though they
could just as easily wait till after the
service and still get their discount.
That is how impressed they are with the
sales experience they received. They
assume the service must be as good as
their sales experience.
That's the power of deeply caring for
your customers.
When we combine this with the better
care you give in the home, amazing
things happen. Customers become
fanatical. And they become fiercely
loyal. And this brings
enormous success for us.
This page was written to give you the
blueprint for our success. The national
headquarters is working tirelessly to
help coach you in this culture.
You must open your mind and heart
to this culture and trust that it is an
absolute road to success.
We only want to work with like minded
individuals. As the president of this
organization, I have a responsibility to
ensure a Partner does not jeopardize our
national reputation. We live in the
internet age. A negative effect created
in your market can affect all markets.
We must support each other in this
culture.
Together we are one of the greatest
assemblies the industry has ever seen.
But we are only as good as our culture.
I know it is not politically correct to
inject spirituality into business, but,
my personal faith weighs heavily into my
personal "why" I am involved in this
organization. I started Boss over 20
years ago. I have tasted enormous
success in the industry many times over.
I truly have been to the top of the
mountain. It never did fulfill me as
much as helping people has.
My respected partners, please trust
this...............Sincerely helping
people will always be profitable.
I am fond of a saying .............All
of the principles and elements that
equal fanatical customers must also be
applied to our staff and our National
Partners. In this sense , Boss Optima
has 3 customers......For all, we
simply must deeply care.
Mike Ochoa
President
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