Summer 2019

years. I decided I was going to chase
nothing but sidewalk cleaning in San
Antonio. Now, yes, I do an occasional
roof cleaning…but my focus is on shopping
centers and restaurants -- anything
with a sidewalk.
“I’ve seen a lot of mistakes out there
in the industry where operators start out
and they want to chase everything. But
when you’re trying to do everything, and
saying ‘yes, I can do your roof,’ and ‘yes,
I can do your house,’ and ‘yes, I can do
this and I can do that,’ you just seem to
stretch yourself too thin, particularly if
you don’t have the right employees for all
those aspects.
“Then, doing residuals, I have them
on either a bi-weekly, monthly, or quarterly
schedule,” she continued. “I’m not
doing ‘one and dones,’ to apply a basketball
phrase. I just send those to another
competitor in town…I pick and choose my
customers now whereas before I was always
like ‘yes, I’ll do your job.’ Now I’m focused
on who I want to work for and work with, so
that’s how I changed the model.
“The growth has been a little bit
slower but it’s steady now. Income is
coming in. With residual income, I know
every month what’s coming in I just need
to keep on adding to it and growing.”
White’s crews work exclusively at
night, and not just because her clients
exist in high-traffic areas.
“It’s hot in Texas, so at night it’s a
little cooler,” she said. “My guys work at
night and each of them have their own
route. That’s how I’m building it -- I only
do one guy per truck at night where a lot
of companies go out with two.
“Personally, I work a lot of days and
nights now. My guys go out at 9 p.m.
My down time is like 2 a.m. I do a lot of
training and sales during the day.”
Her formula has produced success.
And she’s built the company in rapid
order from when she and her husband
started in the industry just a few years ago.
Back in 2006, White was a supervisor
at the Department of Motor Vehicles in
Delaware.
“So I took people’s licenses away
from them,” she said. “I did that for 12
years and worked my way up through
the state and became a supervisor.”
Meanwhile, her husband, Darren,
was working for the postal service.
continued ...
BIG GUNS
soft wash
MAKING A DEMO
Thinking about launching a product demo-based ad campaign? Here
are a few important aspects to consider.
In a 2018 Forbes magazine article on how to have a “killer” demo,
writer Tom Taulli offered these steps to improve your odds of success.
DISCOVERY
CALL OR EMAIL
“Before the call, you need to get a good understanding of the pain
points, challenges, and requirements of the customer. One way to do
this is to add some fields in the sign-up form for the product trial. But you
should also reach out to the customer and ask some initial questions.”
START OF THE DEMO
“Before jumping into the product details, it is a good idea to spend a
few minutes talking about what topics you will cover and how long the
presentation will be. It’s also a good idea to give a quick description of
your company and how your products solve tough problems. Something
else: provide information that shows that your company is standout, such
as mentioning large customers. This will help to build trust and credibility.”
THE DEMO
“A demo is not a training session. Rather, it’s about addressing the
needs of the customer. So do not go straight into a tedious description
of your product. The customer will probably just zone out…Next, the
demo needs to relate the product to the daily problems or scenarios the
customer faces.”
THE TAKEAWAY
“At the end of the demo, recap the main points and how your product
can help solve the customer’s problems. Then, you need to talk about the
next steps. Is the customer ready for a purchase? And if not, who should
be the next person to talk to?”
Next, writer Larry Alton in a 2016 Inc. magazine article provided this
additional advice on successful demos.
MAKE THE
TEST CONVINCING
“If your users suspect you of manipulating the results in any way, the
demo won’t be convincing. Show everything ... even if some data or
results might work against you.”
TAKE A RISK
“Don’t take the safe route. Truly test the limits of your product. Can it
take 200 pounds? Try 400 pounds. Can it survive being underwater? Put
it underwater for a week. The bigger you go, the more impressed your
users will be.”
MAKE IT CRAZY
“Throw in something random, weird, or downright perplexing to make
the image of your test stick in your users’ heads. This is apt to become
your ‘hook.’”
VOL. 1, NO. 3 | SUMMER 2019 | PRESSURE WASH NEWS | 7