Technology is rapidly changing the way cleaning companies operate. Artificial intelligence (AI) is transforming business. For those responsible for sales and marketing, keeping up with that change means more than staying informed. It means rethinking how you plan, communicate, and grow.

Business coach Dean Mercado with Online Marketing Muscle^® is one of the voices encouraging companies to get proactive. In a recent presentation, he shared a simple framework of six ways business owners and managers can take advantage of modern tools and techniques without getting overwhelmed in the process.

The framework—built around the acronym “T.C.C.A.A.L.”—stands for thinking, creating, communicating, analyzing, automating, and learning. Mercado affectionately refers to it as “tickle,” a quirky way to help teams remember the key categories where technology can play a role in improving business.

Let’s take a closer look at how each part of this model applies to sales and marketing in the cleaning world—and what it might mean for your team.

Six ways to stay ahead using AI

1. Thinking

Running a cleaning business means wearing many hats, and strategic planning is often pushed aside in favor of daily operations. But Mercado argues that thinking time is essential—and can be significantly improved with digital tools. These tools can help you reflect on past results, brainstorm new service packages, or evaluate messaging strategies before committing to them. The idea isn’t to replace human insight but to speed up the process of finding those great ideas.

Whether you’re preparing for a new quarter or evaluating why a campaign underperformed, the ability to “think with support” can lead to more confident decision-making.

2. Creating

In today’s fast-paced marketing world, speed and visibility are everything. For cleaning companies, the ability to consistently deliver high-quality content—whether it’s social media posts or emails to clients—is essential. That’s where these tools come in handy. They can help you draft blog posts, polish website copy, and devise creative ways to simplify complex services.

According to Mercado, using the right tools to create rough drafts or visual concepts can significantly reduce production time. What once took a week can now be done in a day, freeing up more time to refine your message or connect with potential customers.

3. Communicating

Customer communication can make or break a relationship. Whether responding to a service inquiry, translating a message for a multilingual team, or crafting a thoughtful reply to a review—clarity and tone matter.

These days, companies can access simple tools that can help them write clearly, catch potential misunderstandings, and tailor messages to specific audiences. Think of it as having a communication coach in your pocket. This is especially helpful for owners juggling multiple priorities or teams that want to present a more consistent brand voice across platforms.

4. Analyzing

Most cleaning businesses have data they’re not fully using—service reports, customer feedback, seasonal booking trends, etc. But raw data doesn’t help unless you can see its patterns.

Mercado recommends running reports through tools that can highlight what’s working, what needs improvement, and where opportunities lie. Want to know which services are your most profitable? Or which neighborhoods show repeat bookings? Getting those answers is easier when you let technology help spot the trends.

5. Automating

For many small and mid-sized cleaning companies, growth creates a new set of challenges, especially when it comes to managing time. Following up on leads, booking appointments, sending invoices, or publishing weekly posts can eat up hours.

That’s where automation tools come into play. By building smart systems behind the scenes, companies can streamline repetitive tasks without sacrificing the human touch.

Automation keeps everything running smoothly while saving valuable time. Whether it’s an email sequence to follow up after a service, a chatbot to handle common queries, or a scheduling system to avoid endless back-and-forth, these tools streamline operations and make life easier.

6. Learning

Perhaps the most essential part of Mercado’s model is the “L” for learning. The rapid changes in marketing and technology can feel overwhelming—but it doesn’t have to be.

He encourages business owners to stay curious, not to master everything, but to start with one question at a time. For example: “How can I respond to customer inquiries faster?” or “What’s the best way to showcase our disinfecting services to new clients?” From there, use the tools available to learn—whether it’s through a summary, a short video, or a quick tutorial.

Real-world innovation

Plenty of companies are already putting these ideas to work.

Adobe^® has launched virtual assistants inside their marketing software that can automatically sort leads, personalize messaging, and adjust campaign settings on the fly.

Auxia, a digital marketing startup, uses data to personalize every customer interaction, ensuring messages land with the right tone and timing.

Must Have Ideas, a direct-to-consumer business, introduced a 24/7 interactive TV shopping experience that runs almost entirely through automation and content generation tools—dramatically lowering overhead while boosting customer satisfaction.

These aren’t science fiction stories. They’re smart, real-world adaptations of tools that any business—cleaning included—can start using today.

Getting started

If you’re wondering where to begin, Mercado offers a simple suggestion: Start with the one thing that’s eating up too much of your time. Is it writing emails? Keeping up with quotes? Planning next month’s marketing?

Pick that one issue and find a tool or process that helps you solve it. Then, build from there. Saving time gives you the freedom to focus on the next challenge.

Reimagine the way forward

The future of sales and marketing in the cleaning industry is already taking shape. The question is: Will you lead or fall behind?

Now is the time to rethink how you communicate, create, and grow. Whether you’re managing a team of five or a national operation, success comes from staying sharp and staying open.

Identify your biggest challenge, take one step toward solving it—and let that success fuel your next move.

All you have to do is take the first step.

Jeff Cross is the media director for ISSA, which publishes three print media brands. He can be reached at [email protected] or 740-973-4236.

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