Because business isn’t just about what you know, it’s about who you know.
Israel Heshin of CIC Carpet Cleaning and Restoration
Many of the business leaders we profile got into the business by working for someone else, climbing the ladder, and then branching out on their own. Not Israel Heshin. He got into the electronics business, which was very popular at that time. A friend had started a carpet cleaning business and when he was leaving the country he offered to sell it to Israel. Israel wasn’t too thrilled with the electronics business “Most of the profits were made from upselling customers on extra accessories and warranties for their cameras that they really didn’t necessarily need or want. You had to be very aggressive, and sometimes it seemed dishonest. I didn’t like it.” The carpet cleaning industry, which is a service business, appealed much more to Israel’s honest work ethic and he slowly got into it.
The idea of offering a quality service and building a loyal customer base really appealed to him. “I don’t look at each job as a one-time thing. I’m looking to build relationships, a club of repeat customers.” It sounds great- but how do you go about building a club of customers? Israel says it’s based on a few things- one of which is offering great service. This is a job where you really need the proper equipment to get the job done right, which Israel has invested in. Using the right chemicals is key to getting the job done correctly as well. It’s not a race to the bottom either when it comes to pricing. If a job is priced too low chances are you’re going to get what you pay for. Though many people look for the lowest price on jobs there are also people who are willing to pay more for someone they trust. “You’re in their house. They need to feel comfortable that they can trust you in their home. We work hard to make sure to be worthy of that trust.
There was a certain community I very much wanted to do business with. It took a while, but once I broke in with a few happy customers they are glad to recommend me to their friends and now I do A LOT of business with the community.”
CIC is a multi-service provider that provides carpet cleaning, upholstery cleaning, and water damage restoration, private or through insurance claims. They also offer 24-hour emergency service. What’s CIC’s marketing strategy? “My truck mounts are around and people see them.” He also posts a lot of videos online that show his work in action. But the best marketing, in Israel’s opinion, is great service. Word-of-mouth recommendations from friend to friend, and relative to relative are more than enough to keep CIC very busy, all year round.
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