Google's Zero Moment of Truth (ZMOT) is when a potential buyer picks up his or her laptop, smartphone, desktop computer, or tablet and starts searching for products and services. They educate themselves about their various options, which companies offer those options, and which business is most informative in their purchase decision.
As much as the industry has changed, many cleaning contractors find that the old-fashioned way of marketing—making cold calls, often by walking into facilities they wish to clean—is still an effective way to secure new customers. However, many cleaning contractors do not like this or any type of cold calling, and many more simply do not have the time to do it.
If you have been in the cleaning industry for any length of time you have probably heard the term “cleaning green” roughly a million times. Today, the word “green” has changed colors and become little more than white noise. It seems that everyone is labeling everything they possibly can as “green” in a race to market products to the industry.
One of the most common misunderstandings cleaners have when cleaning carpets is the role of the carpet extractor. Many cleaners regard it as a magic machine that can be run over carpet to remove soil without any real regard to what is actually taking place where the solution meets the fiber. As a result, many are left with carpets that look almost worse after cleaning.