An interview with Paul Romanik – Master Touch Cleaning Services.
Q. What inspired you to (start a new business venture) or (to make significant changes in an existing business)?
A. When I turned thirty I decided I didn’t want to be a doctor, lawyer or an Indian chief. I was never happy as an employee working for someone with a different standard of ethics and behavior.
When someone tells me, ” I don’t know if they have what it takes to run a business”, I ask them if they have taken the test. They get excited thinking there is a test. I distract them from the subject, then ask them if they have ever said of their boss, “If that idiot can do it, I can”. They almost always say yes. I then tell them “ You passed the test. Now you will have to suppress your fear long enough to pull the trigger, then let it come rushing back in to motivate you to work harder than you have ever worked in your life.
I had repeatedly passed that test and decided to suppress my fear and take that leap. I was ready. A year later, in 1983, my wife quit her job and has worked side by side with me ever since.
Q. To what do you most attribute your success?
A. Identifying our ideal target market. We market primarily in upper middle income communities. The rest either can’t afford us, or are too important for us to be important. People who have worked hard enough to attain an upper middle income level are more willing to pay a reasonable price for an excellent service.
Men schedule about 5% of our jobs. They are statistically irrelevant. Our marketing and procedures are designed to appeal to women, especially the nonconfrontational flat rate pricing policy.
Educating away our competition through our marketing and day to day interaction with our clients. We use a soap free cleaning process. Our favorite line is “If you think soap is good for your carpet, next time you shampoo your hair, leave the shampoo in your hair, and see how well that works”. Women usually laugh, but agree they would never do that. 95% of our competitors use a soapy process. What do you say to educate away 95% of your competitors? Client retention is enhanced by this humorous approach to marketing.
When someone asks us if we have any specials we respond “Everything we do is special. Let me explain”.
Q. What is the best way to achieve long-term success?
A. Consistently providing a quality service or product that provides solutions to problems your clients face. Slick, deceptive marketing and procedures will leave with the task of constantly searching out fresh meat.
Q. What carpet cleaning method do you use?
A. Primarily we use the Thoro-Clean System which is an improved version of truck-mounted hot-water extraction cleaning required by most carpet manufacturers. We also use other cleaning methods depending on fiber being cleaned.
Q. What should a homeowner look for in upholstery cleaning companies?
Someone who has the knowledge and proper equipment on how to care for your upholstery fabric.
Q. Does your cleaning process or method remove all stains on carpet?
The Thoro-Clean System gets about 8 times better cleaning results. Most spots can be removed, but there are some spots that are in fact stains.
Q. Do you carry workman’s compensation insurance on all of your employees?
Yes, we use CopperPoint
Q. Aren’t all carpet cleaning companies roughly the same? What do you think?
We frequently are called by customers to fix other cleaners cleaning attempts. The knowledge and expertise level of the cleaning technician is so important to the cleaning results.
Q. What awards or certifications has your company earned?
We are committed to keeping current on developing carpet cleaning trends. We are certified by the IICRC and attend continuing education seminars regularly.
Q. Do you guarantee your work, and for how long?
We offer a 100% Money-back guarantee on most of our work.