Episode 118

Become The Expert

Becoming the Expert will Pay You. When I started my commercial cleaning company, and later, my consulting firm, I learned fast that “becoming the expert” isn’t a slogan. It’s a strategy. Experts get pulled into conversations, quoted by AI and search engines. If you’re diligent and outspoken you’ll be invited to solve the toughest problems. Remember, as a commercial cleaning company owner, you don’t have to outspend the competition. To be The Expert, you need to outlearn, out-train, out-execute, and outlast them.

Getting Found Online as an Expert

Yes, everyone wants to be on page one of Google. You can pay to play, but most cleaning companies don’t have piles of cash to burn on ads. The good news? If you build real expertise and share it consistently, you’ll earn attention without buying it. Here’s how I’ve seen it work.

Commit to real education, not internet hacks. There’s a lot of flashy, unsafe nonsense online. You’ve seen the silly trends. People using full-strength chemicals with no PPE and spinning brush attachments on a drill. That’s not training. That’s trouble. You can’t use that to train your team and keep them safe. Start with reputable industry sources like the ISSA (I’ve served as a master trainer) – BSCAI – Carpet and Rug Institute (CRI).

Many of these organizations offer online courses, standards, and certifications. Some material is free while others are paid. Investing in your profession is worth it. Pair that with books and structured training. On my DOCS site, we carry three foundational books by Mark Exner. That man is an industry veteran who’s patented carpet equipment and teaches the why behind the work. Read, then practice. Or bring us in to train your team around your real-world sites.

Choose one vertical and BE The Expert

You can’t be an expert in everything at once. Use a simple SWOT analysis (strengths, weaknesses, opportunities, threats) to pick your lane: Class A offices, multifamily common areas and turns, post-construction, restaurants, medical, or retail. Then go deep. Learn the processes, chemistry, equipment, scheduling, and QA specific to that environment. Supplement your gaps by partnering with proven specialists in your market. If you don’t already, get to know the premier floor care, windows, carpet, or construction clean-up companies in your area. This is the beauty of focused and effective networking. By doing this your clients will experience you as the one accountable expert.

Prove Your Expertise with Demos and Data

Talk is cheap and effective demos convert. Recently, a restaurant’s poured epoxy floor had severe darkening. Multiple “experts” said it needed replacement. To my customer that “simple fix” would amount to replacing a $70,000 installed floor. I expect the cost would be closer to $100,00 today and let’s also keep in mind the down-time for the business owner.

We evaluated the floor, identified the issue in the clear coat (not a moisture failure), and tested four processes after-hours. One method far outperformed the rest. We cleaned a few hundred square feet in the heaviest traffic areas to show scalability. The result was a much more reliable and less expensive solution. OUR proposal would cost them a couple grand in restorative work instead of a full replacement. That’s expertise in action! OUR understanding of chemistry, process, equipment, and order saved our client’s bottom line AND communicated our value. Would you like to do that with your clients?

Steadily Build Visibility

Even a few hundred dollars a month in SEO and social media can move the needle if you’re consistent. Post useful content, use industry-relevant hashtags, and let a marketing partner track changes over time. And believe me, because they will change. You can’t wear every hat as an owner. Hire help where it saves you time and accelerates authority.

Start small. Improve daily. Teach your team. Share wins publicly. Over time, you won’t need to fight for attention because your reputation will do it for you.

If you own a cleaning company and want coaching to become the go-to expert in your market , contact me here. I’ll help you to choose your vertical, vet training, build processes, and win with proof! Book a strategy session with me and we’ll map the exact steps to elevate your expertise, your pricing power, and your growth.

This Week’s Podcast transcript can be downloaded here for free.