Public Relations for the Tiny Business

That's right; I said tiny, not small. I know a lot of businesses with 40 employees and $1M in sales that call themselves a "small business," but I am talking about us one-man ops. Mine is that business that gets a call from a customer who wants to verify that I will personally be doing the work.

I have to tell you that this made growth problematic, since my customers want ME. They don't want me to send employees. They didn't even want to get my son out there instead of me. They just wanted me. And there was a reason for that.

For better or worse, I have built pretty strong relationships with my customers. We talk about family, books we've read, the news, and even politics; even when it's disagreeable. And I have worked hard at getting them to like me. That means you have to be thoughtful and delicate at times. And I have not always succeeded at this. But I have watched a some kids grow up to become my customers. It's like that.

Obviously, this goes beyond advertising. It's Public Relations in its purest form; relating to the public. It starts with seeing them as more than a member of "the public".  You must befriend them and treat them like family...or better. When you do that, they WANT to help you stay busy. They will sing your praises in a way that distinguishes you before you even show up at the referral's house. When you have these kinds of relationships, your business grows like kudzu, and it overtakes you and you have to start turning people away.

I am hesitant to say it's about love, because that gives people the wrong idea. I have NEVER had an inappropriate relationship with a customer. I have boundaries. I cannot afford to have even ONE person think I am some sort of Lothario. That causes people to think less of you and then they NEVER refer you to their friends and family.

I think that we are talking about love in the way that you are supposed to love your neighbor, or like in the military, when you are expected to love your buddy and risk your life for him. It's putting someone else first. It's not calculating and manipulative.

So, just remember that having a good relationship with your customers is good customer relations. And if you have a great relationship with your customers, you will have a great business.

What customers want

If you are going to start a business, the first thing you need to wrap your head around is what your customers want. I know that seems pretty obvious, but I've met a lot of people over the years who have their own finances and comfort as their primary concern. These people are no longer in business.

Here's the short list of customers' desires:

1. Results. They are much less concerned about how much time you put in than the finished product. If you worked like a dog for 5 hours, but the place is still dirty,it will be hard to get paid. When I clean windows in a big house for $350, and it takes 7 hours, they are not thinking, "Hey! I'm paying this guy $50 an hour!" They are thinking, "Last time it took me 2 weekends to do this and it still didn't look this good." I just improved the look of their half million dollar home in a day and saved them a couple of weekends. 
2. Cost effective. This is not the same as "cheap." People who want "cheap" are the kind who are angry that you are making a good living cleaning houses. They are usually on thin ice financially, and they really cannot afford you. These people cannot perceive value in the same way as someone with more disposable income. For instance, someone who either won't take the time or spend the $50 to get their gutters cleaned out is not thinking ahead. I've seen gutters with plants and trees growing in them. They are so full of composted leaves and debris and they are now planters with roots running out and under the roof shingles. Because these gutters haven't drained in a very long time, the water and sludge have been running over the sides and over the fascia boards and now they are rotting and growing fungus. That $50 job that didn't get done is  now at least $1,000 worth of wood replacement, roof repair and repainting. People with money don't let this happen.
3. Trust. This covers everything from the customer knowing you will follow through and not skip any of the work they have paid for, and that you won't steal stuff. I am frequently left alone in someone's house merely on the strength of my reputation. That means they don't have to house-sit until I am done. Trust also creates convenience for them because they can go to work and just have me lock up when I leave.

Your customers will not only pay you happily for your work over and over again if you cover these bases. They will give your name to other people. And if they are happy, make sure you keep their name and contact information and make sure you call them back once in awhile. And get a reference!

Good help really is hard to find

I've been cleaning windows for over 30 years in Gainesville, and I can tell you that having that kind of longevity and a good reputation causes the demand to outstrip the supply of my available hours. To make matters worse, I don't know if there is anyone else left in the business in this town.

But this is not just about window cleaning. There are many people in some sort of home service business who I just cannot locate any more. I'd like to be able to refer them, but they are either too busy, or burned out.

 During such bad economic times, I would expect a lot of people to be starting new businesses. That's what I did back in 1981, when I could not find a good paying job. I decided to become an employer and hire myself! It was slow going at first. And I was only doing shops and fast food restaurants for a long time. But eventually I got into the residential market, and that is where I have stayed.

 A good reputation is a great help if you want to stay busy and make money. But it takes time to develop, and a lot of people give up while waiting for that to happen. I have helped some people get started, which means they got a boost off my reputation in the beginning. But we really need more people in residential services, and networking with each other, if we are going to cultivate a steady workforce. Why this has yet happened on the internet is beyond me.

We know about Angie's List and Service Magic (now called HomeAdvisor), but these are large national listing companies. I pay HomeAdvisor $13 each for window cleaning leads, and the customers have to pay to be a member of Angie's List. There should be something more organic, which is why I am starting this blog.

There are just a few things I want to do here:

1. Encourage new startups
2. Help new startups find jobs
3. Create a one-stop site that is attractive to homeowners

 Stay tuned to this blog by joining it.