For a while now, I’ve been considering saying something about your business, so I’m just going to say it: “You could be leaving money on the table.” You very well might be, and that sucks because it means your business could be more profitable than it is. What am I talking about? Hear me out.
Remember my January column about The Bad News Bears? If you missed it, I highly recommend going back and reading it — it’s not only relevant to this topic but also one of my favorites. The article, “Morris Buttermaker Can Make Us Better,” discusses how pool service professionals have been unjustly portrayed for decades. We are often seen as people who only clean pools because we aren’t qualified for anything else. This has led to the stereotype that pool service companies are just a step above homelessness, operated by the destitute and downtrodden.
This stigma exists because a few bad apples will spoil the bunch. There are ‘Pool Guys’ and ‘Pool Gals’ who operate in a way that epitomizes the negative dirtbag stereotype, perpetuating the image of the bottom-feeder, Mad Dog 20/20-toting persona. Somehow, Quadruple-U (uninsured, unlicensed, uneducated, and undercutting) pool cleaning service companies survive, undermining the industry’s professionalism.
This column isn’t about that. However, it runs along parallel lines. If you don’t want to leave money on the table or aren’t sure if you are, it’s time to get serious — here’s some real talk.
First impressions are crucial; they instantly shape the customer relationship and the perceived value of your service. You don’t have much time, and you won’t get a second chance. Research suggests that a potential customer forms their first impression of your worth in just seven seconds. This is when they determine in their minds what kind of operator you are — premium professional or journeyman laborer — and thus, the type of money they are willing to pay you. Every detail matters, from your tools to your attire. According to a study in the “Journal of Managing Service Quality,” employers in retail and hospitality highly value aesthetic skills, which include a professional appearance, as these directly influence customer satisfaction. (Emerald Insight)
It’s impressive to customers when you look like you’re ready for work.
When Wendy Purser (currently
Wendy Purser Pool Consulting
LLC, North Carolina and
beyond) opened her retail pool
supply and service business, she
implemented several vital steps
that significantly boosted sales
and profitability by emphasizing
professionalism. Maintaining
regular hours, opening on
time, and keeping trucks
and the store neat, ensured
dependability. The business
adopted a professional look
with logo shirts and uniforms
for service crews, branded
itself instead of just promoting
products, and established
a unique, memorable logo.
Obtaining certification and
issuing professional public
releases reinforced credibility.
These steps increased gross sales
from $75K to $225K within a
year. By running operations by
the numbers and investing in
the company and employees,
the business grew to over a
million in sales, with annual
increases of $500K or more.
Professionalism, both online
and offline, proved crucial
as personal conduct and
appearance greatly impacted
customer perception and trust.
Despite challenges, maintaining
professionalism and integrity
helped achieve substantial
growth, going from double to
triple digits in just three years.
A strong correlation exists between
perceived professionalism and
customers’ willingness to pay. If you
show up looking and acting like the
neighborhood kid who cuts the grass,
you won’t command the same rates as
a professional landscaping company.
Am I saying that a Pool Guy or Pool
Gal who presents themselves like the
HOA lawn boy is unprofessional?
Absolutely!
If you’re a one-poler, there’s no
shame in that. Being the “chief, head
cook, and bottle washer” is tough
work. We’ve all started in those same
shoes. Some of us decided we love
it and continue doing it; others took
on the challenge (and occasional
headache) of having employees. Either
way, the issue is vital: If you’re a solo
operator, take a moment to check
yourself and your business. And if you
send technicians into the field, you
face the challenge of ensuring they
work at every house as if you were
standing there with them.
This isn’t an easy task, but it
directly impacts the value of your
service. Each technician represents
your company, and their attitude
— positive or negative — affects
customer service and the perceived
value of your business. Unkempt
appearances, skipping pools, splashing
and dashing, or being caught
urinating in a customer’s yard, are all
unprofessional actions that can have
serious financial consequences.
“In the past 10 days, I
had to cut three people
who weren’t up to par.”
—Bryan Lee Lulucki, AquaServ Pool Service
You need to dress the part, and you
must ensure your employees do, too.
Uniforms signify professionalism, so
employees should wear clean, branded
uniforms daily. A study by J.D. Power
and Associates found that 61% of
consumers believe uniforms make
employees appear more credible,
significantly boosting sales and
customer retention rates.
A lack of branding can suggest a
lack of legitimacy or professionalism.
I understand that your vehicle might
double as your personal ride when
you’re just starting. But the goal
should be to move beyond that point.
Remember when I mentioned being an
afterthought? Properly signed vehicles,
with wraps, vinyl lettering, or magnetic
signs, build trust and recognition.
We, the service company I owned
and operated, ensured that the
truck beds were cleared out, and we
washed our vehicles several times a
week. This practice should apply to
all vehicles in any company, but it’s
especially crucial when your service
involves cleaning something (like a
pool). Arriving in a clean truck is a
must! According to Lazrtek, a dirty
vehicle creates a negative impression
of the company, making people think
the business lacks attention to detail
and professionalism. This perception
affects customer loyalty and overall satisfaction, ultimately impacting
your profits. Don’t let laziness in
maintaining your truck undermine your
competence.
Bitty Bubbles of Panama
City, Fla., facing stagnant
client growth despite previous
rapid increases, underwent a
significant internal overhaul
that led to renewed growth and
profitability. The owner, Brittany
Moog, recognized the issue
when client numbers plateaued
and, through self-reflection and
in-house observations, identified
that key employees had burnt
out or become domineering.
Emotional attachment to staff
had led to misplaced trust, and
inadequate training programs
had caused operational
inefficiencies. After unsuccessful
remediation efforts, a
substantial staff turnover
of over 50% was necessary.
To prevent recurrence, Bitty
Bubbles implemented biannual
check-ins, fostered a culture
of learning, and enhanced
training programs. These
measures led to renewed
client referrals, improved team
dynamics, and operational
efficiency. This shift towards
professionalism resolved
internal issues and set the
stage for sustained growth and
profitability, highlighting the
importance of self-assessment,
employee development, and a
professional work environment
in business success.
Perception problems can vary by
geographic area. In some places,
people may not see battery-operated
power vacs as legitimate pool vacuums
or believe they can do a quality job
— they prefer to see the hose and
vac head. Conversely, in other areas,
customers may be impressed by these
advanced tools and view them as high-end.
You need to read your audience,
and think about how it looks from their
side. High-quality tools can enhance
customer trust and their willingness
to pay higher prices. After all, the lawn
boy shows up with a push mower,
while the professional landscaper
arrives with a Gravely zero-turn mower.
The difference in equipment can make
a significant impression.
Try to project an aura of quiet strength around the pool.
Professionalism doesn’t happen
by chance and won’t endure without
continuous effort. It requires
investing in employee training to
enhance competence, thoroughness
and customer interaction skills.
Sometimes, as in the case of Wendy,
Jeremy, and Bryan or Brittany (the
pool pros referenced in this column),
if you’ve tried everything and they
still won’t get on board, you have to
make a tough decision. Ultimately,
they didn’t fire those team members
— the team members essentially fired
themselves.
“I just cleaned house
two to three months
ago, to the point where
I went on a route to get
rid of the bad habits.”
—Jeremy Hagan, H&L Pools
The bottom line is that you don’t
decide the perceived value of your
service — your customers do. And
while I believe in staying true to
yourself, you have to be true to your
customers’ values when you have a
service-based small business. In these
post-pandemic times, when the cost
of products and chemicals has hit an
all-time high, adopting a culture of
professionalism can justify charging
the higher prices you need to charge to
retain your profit margins.
You got this! Elevate your business
by embracing professionalism at every
level. Invest in your team, keep your
equipment in top shape, and always
present a polished, branded image.
Every detail matters and shapes your
customers’ perceptions and their
willingness to pay premium prices.
Your commitment to excellence will
enhance your reputation and boost
your revenues. Don’t leave money on
the table — transform your business,
impress your customers, and achieve
the success you deserve. Let’s kick this
season’s butt!
