. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thri

In your community, I'll bet you can name a company (or perhaps several, if you live in a large geographic area) that has been around many years but cuts many corners in the book of business.

Perhaps they charge extra for prespraying, they leave carpet (or walls, if a restoration company) wet, and the list goes on. But somehow these bad apples never seem to go out of business and you can bet the owner of this type of company is making a decent living and oftentimes making a killing.

There's a company in my service location that fits this description. This owner's house is large and immaculate and he drives an expensive sports car. Unfortunately he's not a scrupulous business owner. He hires bargain-basement subs who drive their own cars to the jobsite, with their own portable in the trunk and have to purchase overpriced chemicals from this owner as a condition of their employment. If the sub doesn't have enough money he simply fills his preconditioner jug with water and dish soap or laundry detergent. If he runs out of real protector he uses water.

Their "technicians" have never had more than a couple of hours of On-the-Job Training and do a very poor job of cleaning. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thriv

and the list goes on. But somehow these bad apples never seem to go out of business and you can bet the owner of this type of company is making a decent living and oftentimes making a killing.

There's a company in my service location that fits this description. This owner's house is large and immaculate and he drives an expensive sports car. Unfortunately he's not a scrupulous business owner. He hires bargain-basement subs who drive their own cars to the jobsite, with their own portable in the trunk and have to purchase overpriced chemicals from this owner as a condition of their employment. If the sub doesn't have enough money he simply fills his preconditioner jug with water and dish soap or laundry detergent. If he runs out of real protector he uses water.

Their "technicians" have never had more than a couple of hours of On-the-Job Training and do a very poor job of cleaning. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thri

mmaculate and he drives an expensive sports car. Unfortunately he's not a scrupulous business owner. He hires bargain-basement subs who drive their own cars to the jobsite, with their own portable in the trunk and have to purchase overpriced chemicals from this owner as a condition of their employment. If the sub doesn't have enough money he simply fills his preconditioner jug with water and dish soap or laundry detergent. If he runs out of real protector he uses water.

Their "technicians" have never had more than a couple of hours of On-the-Job Training and do a very poor job of cleaning. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thri

nt. If the sub doesn't have enough money he simply fills his preconditioner jug with water and dish soap or laundry detergent. If he runs out of real protector he uses water.

Their "technicians" have never had more than a couple of hours of On-the-Job Training and do a very poor job of cleaning. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thri

. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.

This owner is the epitome of everything that should be unsuccessful in business, but he thrives not because he's a good businessman but because he's a GREAT marketer.

He doesn't care if he develops a bad name amongst other cleaners because they aren't his customer. He could care less if he ticks off customers because his sole purpose in business is not to create cheerleaders that will buy over and over again from him and refer their friends and family but to get as many new customers as possible. He's a master at creating an image that his company is the best; yet he's not anywhere near even good. His customers often complain about the work his company performs and his only saving grace is that he is a fantastic marketer.

Now don't go telling your friends "..that Rendall guy says it's ok to do crappy work because all I have to do is market a lot". That's not at all what I'm saying is the right thing to do. What I am saying is just imagine how successful this guy would be if he ran his business the right way and excelled at not only his marketing but also how he conducts business.

The one thing we should all learn from this example is that great marketing forgives a lot of business sins. Let's analyze how we can become better marketers in our own business wi