I enjoy working with small business owners. They typically need lots of marketing advice and help, and I love filling that gap for them. I also enjoy our talks about what it’s like to run a small business. (Talking shop is something I never tire of. Try me.)

When I experience a small business that seems to have its marketing act together, I don’t feel bad that they might not need me — I get excited. That happened last week when I hired a company, Thee Window Ninjas (FYI, renamed to Reach Window Cleaning a few years later) to clean our Arizona dust-covered windows in and outside our home. From the initial experience of reaching out to the company to my final interactions when the owner, Ryan Johnson, left my home, I was blown away — so much so that I had to share my thoughts. Sure, I could have written a Google review (I did that!) or told my neighbors about my experience (did that, too, in our private Facebook group). I wanted to do more. And more for me means collecting my thoughts to share with you. Are you ready to learn a few marketing, customer experience (CX) and business lessons from my super-smart (and so young) window-washer Ryan? Here goes.

Stand Out From Competitors: Be Super-Responsive

My experience with contractors and service businesses often goes like this: I call and get their voicemail. I leave a message. I never hear back. I sometimes make a follow-up call. I rarely hear back. Since I was on Facebook when I saw two neighbors mention Ryan’s company, I stayed on the platform, searched for Thee Window Ninjas’s business page and sent a direct message over. The initial response, which I’m sure was automated, came quickly. But right after, I received a message from Ryan introducing himself and asking how he could help. And it was a Saturday. Responsive? Check. Good first impression? Check. Available when I needed them? Check. Thee (!) Takeaway: Every business should care and have methods in place for being quick to respond to emails, social media DMs, contact-us page inquiries and phone calls. But if you’re in a competitive business like Ryan’s, you have to be very on top of your game! Your competition’s only a Google search away. If Ryan wouldn’t have responded in a day or two, I would have looked for another company. Our windows were super-dirty and we had a holiday party coming up. I needed help ASAP.

Up Your Tech Game: Use Automation and Tools

I’m a techy marketer and long-time CX observer, so it was easy for me to spot things Thee Window Nijas used to automate its business. Some of these help improve the customer experience. Others are smart business decisions. I mentioned the DM capabilities earlier that Ryan has on his Facebook page (that’s pretty standard these days), but here’s what else I noticed:

• Quick and easy job quoting and decision-making. Within a few minutes of my initial contact, I received an email with several window-cleaning packages to choose from. The email linked to a proposal site, Responsibid, that made it easy for me to look through the options and also learn more about Ryan’s company.
• Modern, complete website. Before I booked my appointment and again after scheduling it, I spent a few minutes on Ryan’s website. (Evaluating websites is a regular thing for me, since I write web content, do site updates and site management and the like for clients.) I looked at the code to explore the type of site. It was WordPress. (Always a fan). I also checked to see if Google Analytics was installed and it was. (Yep, I’m weird like that.) I noticed the Facebook messenger plugin Ryan added (he called it a new addition) and a few other aspects, including the heavy keyword focus on serving Gilbert, AZ. (Ryan told me this was intentional — no surprise there. Ryan’s marketing-smart!)
• Advanced texting capabilities. As Ryan packed up to leave — and he did a great job on our windows, BTW — he mentioned how he appreciates Google and Facebook reviews. He said he had 70 Google reviews and hopes to get more, and I promised I’d leave him one. A few minutes after Ryan pulled away in his truck, he sent me a text with a link that took me to a Nicejob.co landing page where I could leave an online review. Right away, I left a positive comment and five-star rating on Google. If I wouldn’t have received Ryan’s text, it might have taken me more time to go online to do the review. (If you don’t make it a priority to get online reviews, you should reconsider. Here’s why.)

Thee Takeaway: Given the fact Ryan’s been in business not quite two years, his extensive use of technology is impressive. I know these tech tools cost him money, but they save him time and make his business look and act professional.

Be Nice: It’s a Differentiator

In every interaction with Ryan, his friendly warmth came through. I might have been content with just his responsiveness but experiencing his nice vibe made me so glad I’d found him. Thee Takeaway: We all have our own personal styles, but what an advantage for a small business owner to ooze sincerity and positivity! Ryan reminds me of another local business owner I met, Mike Heywood of DASH Physical Therapy. (I need to write a blog post about him sometime.) Ryan and Mike don’t have to try hard to be nice to customers. It comes naturally for them — and what a boon to their businesses.

Don’t Go it Alone: Get Expert Help and Peer Support

If you know me, you know I’ve never met a stranger. I love chatting with people, especially business owners. There were a couple times (OK, maybe four) where I interrupted Ryan’s cleaning to chat about things — such as marketing, websites and referrals. (I told you I like to talk shop. He does, too.) I learned what Ryan’s doing to take his business from good to great. For example, he has a business coach and regularly connects with a group of other service business owners. I love to hear that because it shows he’s driven to learn and grow. I’m wired the same way, so I shared with Ryan that I, too, have a business coach and am part of a small group with other creative professionals. Thee Takeaway: The new year’s almost here, so why not make a resolution to grow your expertise as a business owner? You could hire a coach, do more networking or take a class. This time next year, I bet you’ll look back on a richer year for your business and for you.

Set Up the Next Sale: Ask for the Order

After Ryan left, he sent me a text and asked if I wanted to book a future cleaning. Maybe he’d planned to ask while he was onsite, or maybe it’s part of the drive-away tech experience he set up. I wouldn’t be surprised, if it was. I probably wouldn’t have jumped on the reschedule idea, though I am loving my sparkling-clean windows. But since Ryan inquired and because I know my windows will get grimy again, I asked him to contact me in six months. Thee Takeaway: Depending on the type of business you own, it might not be easy to set up the next sale like Ryan did. But, as a best practice, you should keep in touch with former clients via email or some other method.

A Great Small Business Owner, a Great CX

You know the old adage that says a happy customer tells three people, and an unhappy customer tells 10? I don’t know if that’s statistically backed, but it makes sense. Since my great experience with Ryan’s company, I’ve definitely told more than three people about it. Would I have written a blog post about a negative experience or left a negative Google review? I doubt it because I typically don’t like to gripe online. (Others have that area covered just fine.) I enjoyed meeting Ryan, experiencing his great service and hearing what he’s doing to make his business stand out among the competition. I wish him and his wife the best in continued business success. And they have a baby on the way — exciting! I look forward to window cleaning #2 next June and hearing what cool, new things Ryan is doing with Thee Window Ninjas. He sets the bar high and makes me want to be a better marketer and business owner … and I’m up for the challenge! Are you?