What’s in a Name? Dare to Be Different:

Aaron Delacruz owned Delacruz Carpet Cleaning Specialists, a residential carpet cleaning company in Tampa, Florida that was struggling.? The struggle had been a solid year now.? Low sales, stiff competition, and poor help were feeding the free fall.? Before closing his doors, Aaron sought the advice ?of an entrepreneurial coach.? Together it didn’t take long to determine that women made over 85% of the buying decisions in the residential market.

?The entrepreneurial coach was a marketing guru who always sought the emotional hot buttons to influence favorable outcomes.? He suggested to Aaron that he change the name of the company to: Rose Carpet Cleaning.? And Aaron agreed and went through the hassles and expenses of changing the name of the company from Delacruz Carpet Cleaning Specialists to Rose Carpet Cleaning.? The four trucks, the uniforms of the workers, all paperwork and online exposure were changed to showcase the new logo… A BIG RED ROSE.? And yes, the new image was supported by a new level of quality service and professionalism.?

?And, when all carpet cleaning jobs were successfully completed, a single rose was left with a thank you card. ?Business suddenly exploded.? “Beth says, “I get a rose from the carpet cleaning company?? Heck, I don’t even get one from my husband on Valentine’s Day, for crying out loud.”? Ther referrals went viral, locally.? Media appearances became a regular event.

?Bob’s leadership help save the company (and his own job).? He took the initiative and hired an entrepreneurial consultant / coach who brought new ideas, new perspectives, and a lot of expertise and creativity to the table.? Five years later, with more than 20 trucks operating and dominating his market, Aaron sold the company and is now comfortably retired in Scottsdale.

?If you have an idea that will help you and/or your company grow, take the initiative and present it. Discuss it with collaborative others and have the courage to change.? Change is a constant – the right change.? And sometimes it may be as simple as changing a name. ??