FEBRUARY 2 0 12
Cleaning Specialist For Fo F or Today’ Today’s y s Floor Care and Restoration Professional Proffessional
Using Google Adwords to Pull in Prospects 2012
Carpet-Cleaning Chemical Market Study The Fragrance of Floor Maintenance
W W W.I C S M A G .C O M
Not Grooming the Carpet?
It’ll Cost You Page 22
Circle 10 on the Free Information Page
Circle 19 on the Free Information Page
2012
February Vol.51 No.2
Features & Columns
22
14
Creating Adjuster Cheerleaders – Part II
18
Using Google Adwords to Pull in Prospects
22
Not Grooming the Carpet? It’ll Cost You
24 28
2012 Carpet-Cleaning Chemical Market Study
32
Green Cleaning: What You Don’t Know Can Hurt You
36
Turkish Rugs
38
The Fragrance of Floor Maintenance
By Steve Toburen
By John Braun
36
By Gordon Hanks
32
The Phenomenal 747 Business Model – Part II By Howard Partridge
By Stephen Ashkin
By Aaron Groseclose
By Stanley Quentin Hulin
40
Game Plan: A Detailed Exploration
42
Bane-Clene: 50 Years and Counting
By Noel Frank
By Evan Kessler, publisher
To subscribe to ICS L!VE go to www.icsmag.com OR use your smartphone’s QR Reader and subscribe now!
38
Departments 6 8 10 11 12 45 48 49 50 52 53 54 54 55 56 57 58
Editorial Comment eRants & Raves eMedia News, Views & Events In My Experience New Products & Technologies Must See Product Gallery Reader Service Page Buyer’s Marketplace Advertiser Index ARCS News CRCII News PACR News The Clean Trust News CRA News CFI News SCRT News
ICS CLEANING SPECIALIST (ISSN 1522-4708) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2012, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or
[email protected].
4
Cleaning Specialist | February 2012
Fragrant orange grove or mountain forest?
The choice is now yours. We understand that every one of your customers is different and have their own personalities. That is why we have brought you NEW Pine Boost. Same great boosting performance as the famous Citrus Solv, but with the pleasant natural scent of pine. So saying the choice is yours really isn’t accurate. In reality the simple choice belongs to your customer. Do they prefer the sweet citrus smell of an orange or do they like the natural smell of a pine tree? You would be wise to keep a bottle of each in your van so you can accommodate the whims of your customer without sacrificing cleaning performance. www.bridgepoint.com | 800-658-5314
Available at Interlink Supply. Circle 21 on the Free Information Page
3UL]H Share your cleaning success story with us on Facebook and win! Simply post a before and after photo of a problem you’ve solved d using Bridgepoint Systems chemicals along g with a short description for a chance to win.
Visit www.interlinksupply.com/contest for rules and directions.
interlinksupply
4-
Editorial Comment By Jeffrey
Stouffer
Purpose + Precision = Performance
I
’ve never been a big fan of the idea of trying to be all things to all people; the concept sits just a little too close to the old saying “Jack of all trades, master of none.” In a time of increased specialization and expertise, identifying and polishing up those areas in which you truly excel not only sets you apart from your competition, it helps solidify your position at the top of the business food chain. What happens, then, when technical prowess isn’t enough to raise you up to the next level? That is to say, you may well make the finest widget ever conceived, but it won’t do you a lick of good if no one knows about it. The phone’s not going to just ring off the hook of its own accord: you have to find the best, most powerful and most effective ways to get out there and get that business, to seize it and wrest it away from the less aggressive and driven souls populating an already-crowded business landscape. With “Using Google Adwords to Pull in Prospects” on page 18, John Braun pulls the trigger on the marketing weapon he’s spent the last two months building, showing how the subtlest tweaks and messages can work wonders in drawing in new business in a variety of cleaning segments. This isn’t some unwieldy shotgun approach; John explains how to take precise aim at the niche you’re targeting. Steve Toburen’s no stranger to hard work; he’s also well versed in smart work. In “Creating Adjuster Cheerleaders – Part II” on page 14, Steve furthers his exploration of what it takes to get adjusters on your side, how to manage and then exceed their expectations and, best of all, to get them to say thanks but no thanks to the 20 other restorers banging on their door and call you instead. Inspiration leads to implementation; that’s the message Howard Partridge delivers in “The Phenomenal 747 Business Model – Part II” on page 28. Howard’s approach to business success is well known and well documented, and this month he shines a spotlight on some of the critical concepts to building a stable, successful company the right way. It’s not about being busy; everybody’s “busy,” you can throw a stone and hit 20 people who are “busy.” It’s about channeling the energy you’re devoting to your business in ways that maximize your efforts and deliver the greatest results, helping you down the path to greater success and opportunity. Speaking of opportunity, one has recently come my way that is making this my final editorial comment for ICS Cleaning Specialist. It’s been a truly remarkable 10 years, marked by great friends and unforgettable experiences. Have no fear, you’ll still be on the receiving end of the industry’s best content; the new editor, Eric Fish, is no stranger to B2B publishing, and brings a tremendous enthusiasm to complement his formidable skills. I have no doubt you are in more-than-capable hands. To each and every one of you, thank you for reading, and the best of luck in 2012!
6
Cleaning Specialist | February 2012
®
For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 ]Fax (847) 763-9538 Email
[email protected] ]Web: www.icsmag.com Publisher ] Evan Kessler Eastern Regional Manager ] Chris Dunham Western Regional Manager ] Jim Roy Editor ] Jeffrey Stouffer Sr. Art Director ] Rick Arvidson Art Director ] Manda Chan Production Manager ] Amy Levin CONTRIBUTING EDITORS Jeff Bishop, John Braun, Dave DeBlander, Aaron Groseclose, Gordon Hanks, Stanley Quentin Hulin, Howard Partridge, Steve Toburen, Ruth Travis, Noel Frank
BNP Media Company, II, L.L.C. Publishing and Sales Office: 22801 Ventura Blvd., Suite 115 Woodland Hills, CA 91364 Phone: (818) 224-8035, Fax: (818) 224-8042 E-mail:
[email protected] Publisher ] Evan Kessler (303) 255-1263 Eastern Regional Manager ] Chris Dunham (410) 327-8919 Western Regional Manager ] Jim Roy (818) 224-8035, ext. 2215 Classified Sales Manager ] Sharon Ward (847) 405-4017 CORPORATE OFFICE: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 www.bnpmedia.com CORPORATE DIRECTORS Publishing ] John R. Schrei Corporate Strategy ] Rita M. Foumia Information Technology: ] Scott Krywko Production ] Vincent M. Miconi Finance ] Lisa L. Paulus Creative ] Michael T. Powell Directories ] Nikki Smith Human Resources ] Marlene J. Witthoft Events ] Scott Wolters Clear Seas Director ] Beth A. Surowiec AUDIENCE DEVELOPMENT Audience Development Specialist ] Christina Gietzen Multimedia Specialist ] Alison Illes Corporate Audience Audit Manager ] Catherine M. Ronan
BNP Media Helps People Succeed in Business with Superior Information Single Copy Sales Ann Kalb Tel. (248) 244-6499, Fax: 248-244-2925 E-mail:
[email protected] List Rental Postal and Email contacts:
Sr. Account Manager ] Kevin Collopy Phone: 845-731-2684 Toll Free: 800-223-2194 x 684
[email protected] Account Manager ]Shawn Miller Phone: 845-731-3828
[email protected] Affordable Thermal Imaging Now More Powerful than Ever Starting at $1,195
Flood-damaged floors and walls, mold-prone ceilings, and soggy, ineffective insulation are no match for FLIR’s new, upgraded i-Series cameras. With up to 19,600 pixels of resolution, disaster damage can’t hide.
FLIR i3
FLIR i5
FLIR i3
IR Resolution
60x60 (3,600px)
100x100 (10,000px)
140x140 (19,600px)
Thermal Sensitivity
