The team at Clean Water Guys (United Distributors, Inc.) is driven by the “Hundred Percenters Creed,” which owner Rory Sherman can recite to you by memory. It goes, in part, “I will give 100% of myself just for today, for in life, you will never fail when you (1) do what’s right (2) do what’s fair and (3) do your best consistently.”

“This simple statement has become the sum and substance of our company policy. We attribute our continued success to this belief,” said Kelsey Sheridan of Clean Water Guys (United Distributors, Inc.).

Sherman founded the company in 1979. It has grown into one of the Midwest’s most trusted soft water and water treatment companies, offering a full spectrum of products and services for the home and workplace.

Winning Insights from Our November Winner:

  • Providing an Excellent Customer Experience

“We use the acronym CARE (Communication, Attitude, Respect, Expectation) in relation to how we treat our customers,” Sheridan said.

  • “A back bone of our company is positive communication and interaction within our team and with our customers.”
  • “By ensuring our attitude is optimistic and positive, we foster positive relationships with our customers, which means more than anything to our company.”
  • “The pillar of any trusting relationship is respect. Respect for time, needs, budget and home is always on our minds to ensure we are establishing and maintaining the trust of our customers.”
  • “To earn and maintain business with our customers, we need to meet and exceed expectations. When possible, go the extra mile and lend a hand in changing a light bulb, or sneak in an extra service call. It makes a difference.”
  • Empowering Employees and Creating a Culture in which They Can Grow and Succeed

“To pour the best of our ability into our customers, we must first fill our team,” Sheridan said. “Communication between each department is essential to maintaining a well-oiled machine. Over the years, we have worked to improve our communication, establishing weekly meetings to foster positive communication and engagement. During this set-aside time, we can address concerns, brainstorm on new ways to meet our customer needs, and review the next week so we can start Monday prepared and on the same page.”

  • Best Practice Tip

“Take care of your customers. We pride ourselves in finding water solutions that meet our customers’ unique water needs while educating on options and water quality. We have a motto here, ‘Do what you say and say what you do.’ We want to ensure our customers are well-informed in the products and services they’re receiving and that we follow through on our promise of an appropriate water solution or service in a timely manner.”

  • The Value of Chamber Involvement

“The Greater Omaha Chamber is an incredible resource to the Omaha metropolitan area. We have utilized business growth opportunities with networking and opportunities for recognition, and we give back with donations of bottled water for events. We are continuously seeking opportunities to connect with small businesses to learn and grow from their own experiences and expertise.”

  • Impacting the Community

“Our community is full of incredible organizations. When given the opportunity, we will always do what we can to support their missions. Throughout the year, we provide bottled water or fresh water station donations for a variety of community events in the Omaha Metropolitan area. Some of those organizations include Project Pink’d, Omaha Farmers Market, Summer Arts Festival, Rotary and the Greater Omaha Chamber. It is our honor and delight to share our time and resources with these organizations that support our community members and other small businesses like us.”

Want to learn more?Learn more about Clean Water Guys (United Distributors, Inc.) at

Many thanks to our generous sponsor! 

Premier Bank is the sponsor of the Small Business of the Month award. View more information or nominate a small business online.


January Small Business of the Month: KreativElement

KreativElement (Ke), a locally-owned and -operated digital marketing firm, is serving its clients and upholding its core values by always striving to keep TRIBE in mind, says James Duran, KreativElement’s managing partner & CMO. TRIBE stands for:...

April Small Business of the Month: Reclaimed Enterprises

Photo by Bill Sitzmann Providing unique materials and products to help customers create a beautiful, sustainable future – that’s the aim of Reclaimed Enterprises, environmental champion and our April Small Business of the Month. Founded in 2014, Reclaimed...

Small Business of the Month – May 2021: White Castle Roofing

In 1985, two local Nebraska boys, Mike Hansen and Steve Biegert, started a roofing business together. Their shared commitment to hard work, honesty, excellence, and customer satisfaction were hallmarks of not only how they lived, but how they wanted to do business....

Small Business of the Month – October 2021: Soul & Swag

When you visit Soul & Swag’s website, you’re greeted by four little words that not only serve as a promise to their clients, but as an emphatic declaration to life itself: Wake Up, Kick Ass. Cola Svec and Angie Svec are the mom-and-daughter dynamic duo responsible...

December Small Business of the Month: Vic Gutman & Associates

2018 will mark a major milestone in the life of Vic Gutman & Associates (VGA), a regional leader in behind-the-scenes community event management and marketing. The company will celebrate its 40th anniversary next year. “VGA's mission is to bring people together by...

May Small Business of the Month: Play It Again Sports

The team at Play It Again Sports, our May Small Business of the Month, rallies around three key operating goals: Provide new and gently-used sporting goods at a reasonable price so athletes of all ages and means can participate in sports and fitness activities Conduct...

Small Business of the Month Nominations Being Accepted

Do you work for or deal with an outstanding small business? Recommend it for one of the Greater Omaha Chamber’s biggest honors! Nominations are continually being accepted for the Chamber’s Small Business of the Month award, a monthly recognition given to...

August Small Business of the Month: Heritage Financial Service, LLC

Heritage Financial Services, a comprehensive regional financial services firm, channels more than 300 years of cumulative experience into one overarching goal – helping their clients improve their financial prosperity. The team includes an investment...

February Small Business of the Month: CleanWash Laundry Systems

From their vantage point as local laundromat owners, Todd and Toni Santoro saw a prime opportunity to give a new business a spin. That was in 2008. CleanWash Laundry Systems has since grown into a multi-million dollar sales and service organization. With...

October Small Business of the Month Winner: Contemporary Analysis

Contemporary Analysis (CAN), our October Small Business of the Month, specializes in predictive analytics. Before you ask Google to define that, here’s the simple explanation: The CAN team, including president Nathan Watson and a crew of data scientists, helps...

Small Business of the Month – January 2021: The Casual Pint

The environment is casual; the dedication to catering to local craft beer lovers is anything but. “We love craft beer and what it stands for,” said David Vannier, owner of The Casual Pint, a neighborhood craft beer bar in Countryside Village. Open for more than four...

Small Business of the Month – October 2020: Brickway Brewery and Distillery

Zac Triemert and his team at Brickway Brewery and Distillery wear their passion on their sleeves – and “our passion is making great beer and stiff whisky, the kind you want to share,” he said. Open in the Old Market since December 2013, Brickway encompasses three...

You have a great story – tell us!

Excellence is a way of life here – earned not given – and it should be celebrated!