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!
