A reader writes: “Most of my customers could care less whether we are certified green or that my staff have certifications. Why should I care if they don’t?”

Although credentials and certifications can be great marketing tools, that should NOT be the primary reason for having them in your company. Yes, some companies will pay more if you claim to pay a living wage/benefits, others will pay more for green cleaning and some will be impressed that you or your staff have some letters behind their names. Most will not since they expect you to be professional and certified anyways.

The primary reason for acquiring certifications in supervision, carpet care, hard floor care, etc. or for your company to achieve and maintain credentials is because of what it will do for YOU!

Credentials and certifications that are simply pieces of paper on a wall are worthless. Having the “mindset” of always striving to be a better, more productive and professional company is the real goal for which to strive. Why? Because it means that you are the top 5 to 10 percent of your industry and can be trusted to be professional and productive. It means that your staff takes great pride in those letters that required reading, tests and hands on experience to acquire and maintain. It means that you can justify your costs because you can provide quality outcomes that many others cannot simply because they do not know how to do so.

Go after the right certifications and credentials because you are selfish and want to be able to set yourself apart from the crowd. It may mean that you will not get every account but it does mean that you know how good you are and can prove it.

Your comments and questions are important. I hope to hear from you soon. Until then, keep it clean…..

Mickey Crowe has been involved in the industry for over 35 years. He is a trainer, speaker and consultant. You can reach Mickey at 678-314-2171 or CTCG50@comcast.net.