ICS Cleaning Specialist December 2011

DECEMBER 2 0 11 Cleaning Specialist For Fo F or Today’ Today’s y s Floor Care and Restoration Professional Proffessiona...

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DECEMBER 2 0 11

Cleaning Specialist For Fo F or Today’ Today’s y s Floor Care and Restoration Professional Proffessional

Google Adwords and PPC

Products to Successfully Clean Area Rugs Dressed to Kill… I Mean Sell!

Technology in Cleaning and Restoration

Page 26

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2011

December Vol.50 No.12

Features & Columns 14

Your “Ultimate Marketing Hub”

18

Google Adwords and PPC

20

Know Your Customer, Know Yourself

26


By Steve Toburen

20 34

By John Braun

By Gordon Hanks

34

Products to Successfully Clean Area Rugs

36

Dressed to Kill…I Mean Sell!

38

The Power of Participation

40

Game Plan: A Conversation

By Aaron Groseclose

14

38

By Howard Partridge

By Stanley Quentin Hulin

By Noel Frank

To subscribe to ICS L!VE go to www.icsmag.com OR use your smartphone’s QR Reader and subscribe now!

Departments 6 8 10 12 13 32 42 45 47 48 50 52 53 54

Editorial Comment ICS eRants & Raves ICS eMedia In My Experience News, Views & Events Must See! App Gallery New Products & Technologies Must See Product Gallery Advertiser Index Buyers’ Marketplace The Clean Trust News SCRT News PACR News CRA 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 2011, 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 | December 2011

Cleaning Through

Superior

CHEMISTRY Bridgepoint Systems introduces a line of cleaning solutions that will make cleaning wool fabrics possible for the beginning cleaner or the hardy veteran.

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Editorial Comment By Jeffrey

Stouffer

Another Ending, Another Beginning

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losing in on the end of another year, there’s always a temptation to reflect and ponder, to look back and see what gambles paid off and what didn’t, what educated guesses were sent to detention and so on. Lessons hard learned are not soon forgotten, they say, while they also help pave the way toward future success. Veni vida vici! But we shall not succumb to this tempting (and easy) editorial rehash. Rather, we look forward: this month, Aaron Groseclose wraps up his Rug Cleaning 101 series with “Products to Successfully Clean Area Rugs” on page 34. Cleaning theory is great, of course, and provides a solid foundation from which to advance, but without some matter-of-fact talk about some of the products out on the market, it’s all just an exercise in intellect (and last I’d heard, no one’s successfully thought a stain out of a rug…yet). Our annual holiday gift-giving guide (hint-hint), “Technology in Cleaning and Restoration” on page 26, marks the ninth year in a row ICS has taken a more indepth look at some of the newest and most innovative products and technology either on or on its way to the cleaning and restoration market. It’s impossible to include every worthy product; there’s just not the space to do it. But hopefully it will provide a snapshot of where the industry is headed. Howard Partridge channels Brian De Palma with “Dressed to Kill…I Mean Sell!” on page 36. Anyone who’s been around the business for any length of time has probably caught a glimpse of the suit-adorned Partridge at one event or another. Weather? Temperature? Irrelevant. In fact, it’s more of a shock to see him not wearing one. And that’s just what he gets into, the very simple yet too often ignored concept of dressing for success, of dressing for the job you want, not the job you have. Success is what’s behind Steve Toburen’s latest effort (then again, what else would you expect from a column titled “To Your Success”?). “Your ‘Ultimate Marketing Hub’” on page 14 works to dispel the myth that the key to opening a floor covering retailer’s eyes – and his referrals – is an earnest handshake and a box of Dunkin’s finest. Rather, Steve refreshingly lays out a simple, solid and wickedly effective marketing plan that makes for winners all around. Schedules being what they are, this issue should have reached your mailbox a few weeks before the usual holiday festivities are in full swing. Happy holidays to you and yours, and here’s to a very merry New Year!

®

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 Coordinator ] Christina Gietzen Multimedia Specialist ] Alison Illes Audience Audit Coordinator ] Carolyn M. Alexander

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6



ICS eRants & Raves Questions, Insights and Outbursts from ICSmag.com It’s

Go Time! Today is single handedly the biggest booking day for our company. Our target is to schedule 360 jobs today. I am having lunch catered in, 2 massage therapists to work on the CSRs as they answer the phones, and 3 pots of coffee made. Wish us luck!

–Greg C.

Got a Call from

Looking for an Honest Opinion on Franchising Is there any benefit to buying into a restoration franchise over trying to go at it alone?

Groupon Today...

Got a call from Groupon today wanting to “feature” chimney sweeping for a campaign next week. That is kinda odd, and I have been hearing and reading some stuff on financial stations and websites that tell about Groupon was having “issues” trying to keep deals going every day. There was an article on Forbes about Groupon dodging bankruptcy with its IPO. Guess P.T. Barnum was right... Just say’n. – Carl N.

Emergency Work Check Sheet I am looking for ideas on how to build a check sheet for my lead technicians to use to record the demolition work that was completed on a water emerge. The sheet needs to be detailed enough so that the estimator does not need to see the job site on a simple loss. Any ides or samples would be great, as I am having a really bad brain block on this one. I just have no good ideas!

– Casey V.

My friend owns a Servpro, and although it makes him real good $, he is overall dissatisfied with the franchise itself. At the same time, companies like Puroclean are taking quite a bite out of Servpro’s and Servicemaster’s market; they’ve made huge inroads with big insurance companies and are now an alternative to the green and yellow guys. I’ve been talking to Puroclean and “just kicking the tires” so-to-speak. I fear that going at it as an independent restoration company is going to be a real challenge for me, even with 8 years’ experience in carpet cleaning (and some small WDR). Franchising seems like a viable alternative to starting over fresh as an independent restoration company Thoughts?

– Joe D.

Calendar of Industry Events Conventions & Trade Shows

Do

Encapsulation Products Really Need to be

Jan. 17-19, 2012:

Hot?

Is it really necessary to have the cleaner hot? I have about 2.6 gallons left from my job yesterday and I’m thinking about using it tonight. Does the encapsulation process work better with hot water? I’m not concerned with saving the cost of a few ounces of chemical, but the convenience of using what I have mixed up already.

– Tim H. Ideas and inspiration for the industry, by the industry. For more go to the ICS and CFC Bulletin Boards at www.icsmag.com. 8


International Disaster Conference and Expo, New Orleans. Go to www.internationaldisasterconference.com for more information.

Jan. 22-26: Insights 2012. Austin, Texas. Go to www.insightsconference.com for more information.

Feb. 16-17: Xactware User Conference 2012. Salt Lake City. Go to www.xactware.com for more information.

Thermal Imaging Price Breakthrough i-Series Performance and Ease-of-Use, Starting at $1,195 Open Doors and Grow Your Business With 50 years of experience and more than 200,000 thermal cameras delivered, see how FLIR’s new low-cost i-Series can find your problems and change your game. Visit www.flir.com/breakthrough for a complete video demonstration of the new i3, or call 866.477.3687 today.

Quality – Innovation – Trust

NASDAQ: FLIR The thermal images shown are for illustrative purposes only.


Promo Code: IC1211A

ICS eMedia For more go to www.icsmag.com

An Offline Look at What’s Happening Online

When Divisions

Turn on Each Other

I work with companies that do commercial work only, commercial and residential work only and residential work only. I also work with these same companies that are service work only, install work only and those who do both service and install work. Wait…it gets more complicated. Some companies like to distinguish between small install and big install. Or they like to separate AOR (add on replacement), typically for residential or light commercial from new construction which can be residential or commercial. I’m not finished. I also work with companies who only do one trade: plumbing, heating, cooling, electrical, roofing and carpentry. And many more companies who now do one or more trades and create separate divisions for each. The problem is that with so many factions brewing at these companies divisiveness can spring up and it usually does! — From “Division or Divisive” on the ICS Blog Spot

Putting the

Decisions, Decisions When you are in business, you have to make a multitude of decisions. Good businesspeople make good decisions, while poor businesspeople make poor decisions. That may seem like a rather simplistic statement but it is true and the reality behind it is monumental. Obviously, the gigantic question arises, namely, how does one make good decisions? The right decisions can make you rich, so let’s take a look at how to be on the right side of most decisions. First of all, if you are in business today, you are probably staring at a bunch of choices today. Should I hire another technician? Should I advertise in the newspaper or TV or yellow pages? Should I buy that new piece of equipment I’ve heard others talking about? Maybe it’s time for a new truckmount.

— From the Web Exclusive Feature “Choose Wisely” by Dave DeBlander

It’s always been advantageous to move what your company sells and does from a commodity to a niche. This is one of the key ways to achieve a profit because you get pricing power vs. trying to underbid other contractors who don’t either know their cost of being in business or choose to disregard charging what they need to. Green is the niche I teach my one-to-one consulting clients to either get into or expand their efforts. The goal is to “Go Green Themselves. Educate Others How to Green. Sell Green Products and Services.” I feel it’s our moral obligation to take better care of this planet, but beyond this higher calling it resonates with so many people as the right thing to do whether we’re talking about your staff or your customers. One of the many steps in this process is to build your own Green Team among your staff so that the mantra of “Go Green. Educate Green. Sell Green.” becomes a reality and a rallying cry rather than an afterthought.

— From “Building Your Green Team” on the ICS Blog Spot

The ICSmag.com Web


Poll:

When it comes to ICS, I’d like to see more articles dealing with: 20% Business planning and management 60% Cleaning techniques and methodologies 13% Products and product reviews 7% Marketing and promotion

10

Pieces in Place


In My Experience…

Are Your MSDS Sheets

Up to Date?

E

very now and then we change up the products we use out in the field, be it that we tried something and didn’t like it, or we got a free sample to try out and we decided it works better than what we’re currently using, etc. Whatever the case, though, on a regular basis you need to

By

Gabriel Peretti

update the folder containing the MSDS sheets you keep in the truck. Keeping your MSDS sheets up to date is required by OHSA, and the fines can be pretty steep if you’re found with out-ofdate sheets, or without the proper sheets for what you’ve got on the vehicle.

With a solo operator, single-truck operation, it’s a pretty simple process, obviously: you inventory what’s on the truck, you get the current sheets for that inventory and boom, you’re done. You stock the truck, therefore you (hopefully) know what’s what. With multi-truck operations, though, it becomes necessary to keep a closer eye on who’s stocking what, to make sure that if one of your technicians swings by the distributor on the way to or from a job and happens to be given a sample of a product, or if the distributor happens to be out of the product you’d normally use, and so they give your guy a similar, yet different product to fill the gap that day, that’s all stuff you need to know about. That’s why putting systems in place to track product acquisition, use and replacement are very important for a multi-truck operation. Beyond the MSDS sheets, systems help ensure that a technician can go from one truck to another and be confident that when he shows up at a job and opens up the back of the truck, the right products are exactly where he expects them to be, cutting back on time wasted looking for things, trying to hunt down the right preconditioner or spotter or, even worse, having to leave the job to go to the supplier because the truck wasn’t stocked properly the night before. Let’s be honest: nobody likes paperwork, and MSDS sheets are, quite literally, more paperwork. But taking the time to make sure your sheets are current, and making those checks part of your company’s regular system, might well save you some headaches down the road.

Gabriel Peretti owned and operated Reseda, Calif.-based CleanCrafters for over 25 years. He recently joined forces with Zerorez, an advanced technology carpet and living surfaces care company. Gabriel is past president of the Carpet and Fabricare Institute, and holds numerous IICRC certfications, including CCT, CMT, RCT, WQRT, AMRT, MTC and ASD. You can reach him at [email protected].

12


News, Views & Events

IICRC changes name to The Clean Trust The IICRC announced the change of its name to The Clean Trust at the fall 2011 Meeting & Instructors Symposium. Along with the new name, a new, updated, branding campaign will be rolled out in the coming year. As part of the restructuring of the board of directors approved at the April 2011 shareholders meeting, board members will now be elected on a rotating basis with a 3-year term. Additionally, it was determined that the board would be limited to 15 members to create and sustain strategic governance and achieve organizational excellence. “In the strategic plan the organization adopted last April, we outlined the organization’s goals for governance moving forward. The new board structure is a result of The Clean Trust working to accomplish these goals,” said newly elected Chairman Darrell Paulson.

More Floods announces iPad giveaway winner More Floods held a drawing give away a 16GB/Wi-Fi Apple iPad 2 during the Connections Convention and Trade Show in Las Vegas. The winner was Terry Cripe with Terry’s Carpet Cleaning & Restoration from Goshen, Ind.

ISSA aims to change the way the world views cleaning ISSA is launching a multifaceted new endeavor designed to help its members gain greater acceptance of the positive impact of cleaning and to assist them in navigating the ongoing challenges facing the industry. The association’s new position is meant to reflect the forward direction its members are taking each day to provide state-of-the-art cleaning processes and products, change perceptions of cleaning and protect public health.

New USDA launches certified biobased product label

White Paper seeks to inform about EPDs UL Environment, Inc., a business unit of UL (Underwriters Laboratories), released a White Paper to help educate all stakeholders about Environmental Product Declarations and help clarify the role of the EPD Program Operator. “As an EPD program operator, UL Environment is committed to educating the market about the internationally accepted guidelines for creating Environmental Product Declarations and their role in market transformation and improved transparency,” said Stephen H. Wenc, president of UL Environment.

The U.S. Department of Agriculture’s BioPreferred program launched a new USDA Certified Biobased Product Label this year to better inform consumers’ purchasing decisions and help manufacturers—including those in the cleaning industry—market biobased products. Currently, over 25 percent of labeled products are cleaningrelated products. To educate cleaning industry leaders and experts on the new label, USDA BioPreferred Program Manager Ron Buckhalt led an ISSA-TV LIVE presentation at the ISSA/Interclean North America show in October.

CRI Seal of Approval continues to prosper The Carpet and Rug Institute’s (CRI) Seal of Approval (SOA) testing and certification program for carpet cleaning products and equipment has mushroomed in recent weeks, adding several solutions, vacuums, and a cleaning system. There are currently 331 solutions, 300 vacuums, 93 extractors and 89 systems in the SOA program, for a total of 813.

www.icsmag.com December 2011 | www.icsmag.com

13

To Your Success

By

Steve Toburen

Steve Toburen sold his carpet cleaning and restoration business and retired at the age of 38. He now serves as Director of Training for Jon-Don’s Strategies for Success program and created their Value Added Service for Technicians seminar. Jon-Don is the exclusive distributor for Steve’s “Winning on the Home Front” line of audio customer service programs. For more information call (800) 556-6366 or go to Jon-Don’s new information resource for all carpet cleaners at SFS.JonDon.com Steve welcomes your comments and/or questions at stoburen@ StrategiesForSuccess.com

Your “Ultimate Marketing Hub” “The key to success isn’t much good until one discovers the right lock to insert it in.” – Chinese proverb

I

t isn’t exactly a secret: making a carpet look clean is easy. Getting your phone to ring is hard, and it’s getting harder! Last month we looked at developing marketing hubs, businesses that refer their customers to you and vice-versa. These companies’ customers are the same type of people you serve, so Hub Marketing is a classic example of the win-win, “you scratch my back and I’ll scratch yours” principle. Look for marketing hubs in the businesses your best customers frequent: beauty salons, health clubs, veterinarians and pet spas, interior designers and real estate agents are just a few. But without a doubt, your “ultimate hub” is the local flooring retailer who installs the homeowner’s carpet. An IICRC/The Clean Trust survey states that 90% of homeowners ask their retailer for suggestions on how to care for their new carpet. After all, there is no time when the customer is more focused on the cleaning and maintenance of their carpet than when it is shiny, bright and new! So just imagine if you had dozens

14


of local flooring stores telling every single customer, “We know just the company to clean and maintain the carpets we sell.” Of course, carpet cleaners have been romancing flooring retailers for years. Very likely, your local carpet retailers have endured a steady stream of cleaners all delivering boxes of donuts (and promising them the world) in exchange for their referrals! So yep, carpet retailers are jaded, cynical and very likely are referring no one right now. Why not? Because carpet retailers have been repeatedly burned by the typical low-quality, fly-by-night carpet cleaner! When any marketing hub refers you, they are sticking their neck out, virtually guaranteeing their client that you will do a great job. Screw it up and they’ll get blamed. In addition, retailers worry bringing up an ongoing maintenance cost to a newcarpet owner will be a negative Moment of Truth. But the biggest reason flooring stores don’t recommend carpet cleaners is there is nothing in it for them. Trust

me: retailers aren’t all that motivated by your donut deliveries! So how can you convert a carpet store into a marketing hub that will consistently refer your services to every single one of their customers? The solution is found by answering two questions.

Question No. 1 What is the biggest problem your local flooring retailer faces? Brutal, grinding, unrelenting competition from national chains like Empire Carpet, Home Depot and Lowes. Remember, carpeting is

1

It’s harder and harder to get the phone to ring

2

Retailers have been burned before, so they’re skeptical

3

Make sure you set your Warranty up correctly


To Your Success

a commodity that can be easily price shopped, and homeowners do! Since small carpet retailers can’t compete on price with the big boys, they desperately need to differentiate themselves, as in showing a prospect why he or she should buy from them. This leads to…

Question No. 2 How can you help your local retailers set themselves apart from the national chains? Give your carpet retailers a “12-Month

Spot & Spill Warranty” that they include free with every carpet they install! Now at last your local flooring store can give their customer something Home Depot can’t: peace of mind with a spot & spill warranty! So how does this marketing concept work? You agree to service the retailer’s 12-Month Spot & Spill Warranty at no charge in exchange for their referral and their clients’ contact information. So now you can contact the homeowner eleven months after installation to remind them that their carpet is “almost out of warranty” on the spot and spill protection. How can they keep their warranty in force? Just have you clean and reapply the carpet protector and voila! The homeowner qualifies for another 12 months of your free spot and spill warranty! And you now have a long term client tied to you with your Spot & Spill Warranty program. This Spot & Spill Warranty marketing idea is the ultimate “Triple Win”! First, the homeowner doesn’t have to worry about ugly spots on their beautiful new carpets for an entire year! Second, your retailer partner can use this warranty to show the prospect why he or she should buy from them instead of Home Depot! And third, you get a guaranteed client by allying yourself with the retailer right from the start and it costs you… Whoa! What happened to the “no free lunch” concept? Won’t this 12-Month Spot & Spill Warranty inundate you with hundreds of free spotting calls? I checked with John Mapes of Ecosteam in Sycamore, Ill., who has partnered with fourteen flooring retailers in the Chicago area over the last four years. John says less than 1 percent of the homeowners covered with his Spot & Spill Warranty ever actually use it. Yet virtually all of the carpet owners covered by his Spot & Spill Warranty become his long-term, paying clients! (Read my in-depth interview with John at http://tiny.cc/SFSmfw )

12-Month Spot & Spill Warranty Reminders Include the 12-Month Spot & Spill Warranty on all sales. Your flooring retailer partner must agree to include this free warranty on all their installations. After all, that’s what you get out of the deal: a guaranteed introduction to all their clients. You are not guaranteeing the carpet will never have a permanent stain. Instead, you will come to their home and use professional methods to attempt to restore the carpet. But first make sure your warranty states that… The homeowner must make an effort to remove the spot on their own. It is much easier for the home owner to do their own spotting than scheduling a visit by your company. Note: Make it even simpler for do-it-yourself spot removal by giving your client a bottle of carpet spotter with your logo and contact information on it. And then be sure to tell them that the use of unapproved chemicals will void their Spot & Spill Warranty. Include reasonable restrictions on covered spots. I suggest excluding pet urine and feces (you don’t want to be there every week), water or sewer damage, petroleum products and dirty 16


traffic lanes. (Tracked in dirt isn’t a “spot or spill”, it means they need their carpets cleaned!) Remember that since the home owner isn’t paying anything for their Spot & Spill Warranty they aren’t going to expect the world! Instead, home owners understand that their Spot & Spill Warranty is your promise to professionally attempt removing common household spots and spills and nothing more. For all the details (including a stepby-step system) on how you can develop

your own 12-Month Spot & Spill Warranty program, download my free special report, “How to Partner with Your Local Carpet Retailer” at http://tiny.cc/ SFSretailers Don’t forget; you create marketing hubs by becoming valuable to your referral partners. Just like in a good marriage, both sides must feel like they are winning in the relationship. Trust me, when you allow your local flooring retailer to include a free 12-Month Spot & Spill Warranty with every carpet they sell, they win big by using this warranty to close the sale. And remember, this valuable promotion tool you are gifting them costs them nothing! So your carpet retailer definitely will treasure your relationship. And you? Wow! When a flooring store includes your 12-Month Spot & Spill Warranty with every installation, you win big by: 1. Being “co-branded” with the mill and

the retailer right from the git-go and 2. You automatically get the homeowner’s contact information which is like gold! Plus 3. You can now use “time-dated urgency” to motivate and (gently) push the customer into having you clean their carpets. Just imagine being able to mail and/or call the home owner with a message like this: “Mrs. Jones, Best Way Carpets wanted me to remind you that your 12-Month Spot & Spill Warranty is expiring soon. We can renew your Warranty for another year at no charge by…” So yep, developing your local flooring stores into partners that enthusiastically refer you on each and every carpet they install truly is the Ultimate Marketing Hub. And you will create these carpet retailer Cheerleaders by letting them include your free 12-Month Spot & Spill Warranty with every sale!

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Circle 14 on the Free Information Page December 2011 | www.icsmag.com

17

Google Adwords

and

PPC By

G

oogle is changing. And their payper-click program, Google Adwords, is part of the change. Over the last few years I’ve written a few ICS Web Exclusives about Google Adwords, but there are some new things you should be aware of if you’re spending money on Adwords. Google Adwords can be a great return for your advertising dollar if you do it right.

What is Pay-Per-Click Advertising? Basically, pay-per-click is an arrangement where you pay a fee each time someone clicks a link to your website. Typically they are set up in search engines when a user searches for a particular keyword phrase. For example, if a user goes to www.Google.com and searches for “Carpet Cleaning Atlanta,” pay-per-click Google Adwords ads show up in the listing. Note: For this article, we’ll talk about Google Adwords since it’s the most popular pay-per-click service. However, other pay-per-click services like Yahoo, Bing, and Microsoft pubCenter are similar in nature.

Why Use Pay-Per-Click Advertising? First, your cleaning website may not

naturally rank in Google for all keyword searches in your city. If that’s the case, paying for a Google Adwords campaign can help you get ranked in Google for any keyword phrase you wish. Second, if you’re already ranking in Google, you may want to have an additional listing to get even more traffic.

Caution, Buyer Beware! It’s important to realize that you can waste a lot of money on pay-per-click advertising if you’re not careful. Not setting your Adwords account up correctly and failure to monitor your spending are often a problem. When I look inside a client’s Adwords account, I typically see little errors costing hundreds and sometimes thousands of dollars. We’ll talk more about avoiding these errors next time. Another important thing to understand is that your website must have a good sales strategy to turn your web lurkers into paying clients. If your sales strategy doesn’t convert prospects into clients, you’re wasting money on payper-click advertising. You pay for the traffic whether or not the web lurker ever uses your cleaning service. (for tips on getting your website to sell, see my September “Web site Makeover” article.)

John Braun owns Premium Carpet Care in Pensacola, Florida, and is the principal behind Hitman Advertising. To get a FREE advertising strategy guide for carpet cleaning companies plus a 19-minute audio on how to use these strategies, go to www.HitmanAdvertising.com or call toll free (888) 211-7702.

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John Braun

What Are Average Pay-Per-Click Rates? It depends on your city. Smaller cities can sometimes have rates per click as low as one dollar for cleaning searches. In most medium sized cities the cost can average $3-$5 per click. Also, watch out if your area has abnormally high pay-per-click costs. Some areas, such as Phoenix, Ariz., are notorious for having high pay-per-click rates for cleaning searches. If your pay per click rate is more than $10 for cleaning searches, you may want to consider limiting use of the service. For restoration searches, anything over $15 is abnormal.

When is Pay-Per-Click Worth the Money? When your site is new, you’ll need traffic. This is a perfect time to test out your web site sales strategy by doing a small pay-per-click campaign. And if you’re starting on a search engine optimization (SEO) campaign to naturally rank your website better in Google, it’s been noted that running an Adwords campaign can

1

Adwords can be great if done correctly

2

Your website must have a good sales strategy

3

Your quality score directly impacts your costs

Should You Outsource? In some cases, outsourcing could be best. Not typically though; you can often save $100 a month or more by doing it yourself. Plus, I’ve seen campaigns set up by Adwords “professionals” that were set up poorly. So it depends on who you use. The folks at Google can set up your campaign for you, but it’s not necessarily the most refined campaign you can get. help slightly. Also, if you want to do a little extra advertising to boost sales on any given week, Adwords is great for that too. It’s perfect because you can start and stop your campaign any time you want.

It’s better if you learn to set it up and monitor it yourself. Now you’ve got a general idea of what Google Adwords pay-per-click is about. Next month I’ll be giving you some specific strategies and examples of Google Adwords ads that get good response. Then we’ll dive into what it takes to start a profitable Google Adwords campaign.

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What Boosts Your Ranking? Money talks. Typically, the biggest factor is the amount that you bid for a click. If you beat your competition, you could get higher ad rank. Higher ad rank means you’ll show up higher in the search. But there’s more to it than that. I called Google and spoke with one of their reps just to clarify. Here’s what he said: “Each keyword (phrase) gets a quality score and we multiply that by your price per click. Quality Score x Your Bid Per Click = How High Your Ad Ranks.” The higher your quality score, the less you pay per click! Your quality score is derived by how many clicks you get, keyword relevancy, and your landing page. Let’s talk about what your landing page should have. Fast load time and a professional appearance is the key. Google wants the users who click your Adwords ad to have a good experience. Sites that take 6 seconds or more to load make for user frustration. And ugly, unprofessional websites are a repellant eyesore. Besides getting more cleaning jobs booked, a professional website can lower your cost-per-click. Here an example: Company A with a low quality score could pay $5 per click to rank in the third position. But Company B with a really high quality score may pay only $4 a click to get first position ranking for the same keyword phrase.

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The Gadget Man

By

Gordon Hanks

Bridgewater Corp. CEO Gordon Hanks got the nickname “Gadget Man” as a result of his brainchild that developed into one of the industry’s leading cleaning and restoration accessories. The Gadget man series is about making life easier and improving profitability. For more information call (800) 658-5314 or e-mail [email protected].

Know Your Customer, Know Yourself You probably don’t know Paul Kelly. He retired from my company a year ago, having worked for me for the last 14 years. Previous to that, he worked as a professional carpet cleaner since 1985.

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llow me to tell you a little about Paul. When Paul “retired” a year ago at 65, he went right back to work and joined with his daughter and son-in-law in starting a professional cleaning company. His stated goal was to take everything he had experienced, everything he had taught others and everything he had learned about cleaning and running a business and apply it directly to making his own company a success. His mantra – Be True To Yourself – derived from taking all the positive things he had learned and taught for so many years and applying them, leaving out the shortcuts, and bringing only quality and professionalism to the customer. He would use all the best tools to make this happen. Paul happens to have been the final keynote speaker at our annual distributor conference this year, and he began his speech by asking his audience, “Who is your ultimate customer?” After a couple

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of tries, we figured it out: it is Mr. Jones or Mrs. Smith, the homeowner or business owner getting the cleaning or restoration done. Suppliers are only selling products that ultimately serve the end customer. All products and services are immediately or eventually consumed by servicing that end cleaning and restoration customer. Paul helped us remember that we need to be on the cutting edge of products and services and, just like Paul, to never cut corners, so our ultimate customer always gets the best. Your business model may be different than Paul’s, but I believe it will serve everyone to consider some of the philosophies and tools he uses. He is amazingly successful and busy after just one year of business. I won’t attempt to explain all of his marketing ideas because, after all, I’m The Gadget Man, not The Marketing Man, but he did tell me that one of his early tactics was to be an expert on just

about everything the high-end customer was concerned about. One of their earliest marketing efforts was to advertise leather care to high-end customers, customers who also had highvalue Oriental rugs. This led to cleaning skins (you know, like bear-skin rugs), which in turn led to mounts (yes, the big moose head on the wall). The carpet and tile cleaning was just a natural extension of these other diversifications.

1

Know who your “ultimate customer” is

2

It’s very easy for one thing to lead to another

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Don’t think “maybe,” think “definitely” when it comes to protector

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The Gadget Man

Paul realized from the beginning that he had to get everything possible out of a job. That meant that every carpet and upholstery job needed to have protector applied. Paul knew he could net $400 to $500 per hour while applying protector. His goal was to sell protector on 90% of his carpet cleaning jobs, including commercial jobs. After his first year, he is selling protector on 95% of his jobs. What is his secret? He includes protector in every one of his bids. To him, it is a forgone conclusion the customers want the best for their furnishings and he con-

fidently assumes they will want the best protector. This confidence is extended when a demonstration is offered to the customer. Taking a small demo kit into each job and demonstrating on real carpet or real upholstery fabric will seal the deal every time (or in Paul’s case, 95% of the time). Paul didn’t start by saying, “I’ll buy a little pump sprayer or gallon of protector and see how it goes.” No, he bought an electric rechargeable sprayer on wheels that he dedicated to protector application. It was loaded and ready to go on every job. He knew he was going to be selling protector. By the way, Paul measures everything. He knows exactly where his success is coming from and exactly what he needs to work on every day, every week and every month. Every detail is documented: how much protector he sold that day, how much income came in from rugs

Circle 10 on the Free Information Page 22


that week, and what volume of upholstery cleaning happened last month. Please let me suggest you do the same. For years Paul taught the value of a giveaway spotter program. Each customer gets a spotter with his name and phone on it. He takes a minute to tell

them how to use it, and makes sure they understand the value of this product, as it will not only work on the carpet but is great for upholstery, cars interior and even their clothes. Now some of his customers are calling for another cleaning, yes, but they’re most excited to get another spotter because they have run out.

the trade like the carpet drying fan; rotary extractor; Koolglide seaming iron; spot lifting and flood extraction tools; injection sprayers for pre-spray and even mini-air movers for stair drying, give him the opportunity to provide the best service for his customer – the ultimate customer for all of us. I asked Paul’s permission to include his

website (www.BlueDiamondPremium. com) here. As I stated earlier, you may not agree with everything Paul does, but you can surely learn something valuable. He has a short video on the site he says is responsible for 30% of his work. He should know; after all, he measures everything and knows where every job comes from.

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It was a goal to immediately set his company, Blue Diamond Premium, apart from the pack. He actually has many ways of doing this, but I found his use of the pre-conditioning step to be the most compelling. Every floor covering, including carpet, rugs, tile and grout, stone, and concrete, gets pre-conditioned with cleaning agent. The next step is to agitate with the counter-rotating brush machine. Paul uses a stainless steel model and keeps it shiny and clean. Only after the brush machine is run over the surface does he move to the extraction process. Think about the customer viewing this extra step. It is very impressive and is something his competition doesn’t do. However, he doesn’t do it just for show. He says it really makes a difference in loosening the soil and preparing it for extraction. While he takes most of his rugs out of the home for cleaning, he has a video that shows rug washing in a bath of water and cleaning solution, using the counter-rotating brush, that demonstrates to his customers the thorough cleaning of their rugs. The consistent use of the counter-rotating brush sets Paul apart from the competition. Paul went on to explain how tools of

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Sporicidin® Mold Resistant Coatings are a water-based permanent coating developed for remediation and flood damage restoration. Sealing nanotechnology provides long-term protection against moisture, while the EPA-registered antimicrobial protects the coating film from mold, mildew, algae, and odorcausing bacteria. These coatings, when used in conjunction with Sporicidin® brand mold cleaners and Sporicidin® disinfectants, provide a professional CLEANKILL-SEAL approach to microbial remediation. Sporicidin® Mold Resistant Coatings benefits include:

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leaning and restoration professionals are always searching for equipment and technology to help them do their jobs better and more efficiently. For the ninth consecutive year, ICS Cleaning Specialist looks at some of the latest equipment and technologies making their way into the industry. Now let’s be clear: this is not a “Best of the Best” list; it is a chance to see and read about some of the innovations available in today’s marketplace. Principles and long-accepted methodologies need not be shattered in order for something to be in¬novative. Some may have already seen much this technology at various trade shows and exhibitions, while others are getting their first look at what the cleaning and restoration industries have to say about some of the latest developments as we head into 2012.

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The Crew Chief from Prochem The Crew Chief is the center of the Prochem restoration product line. The built in advanced power management can balance the equipment which optimizes the job site drying conditions. Should the job conditions of 85% relative humidity occur while drying, the Crew Chief will temporarily power down the air movers. This will allow the dehumidifiers to lower the excess humidity, eliminating the threat of condensation. After relative humidity drops below 85% the Crew Chief will then power up the air movers and resume drying. Amperage use is calculated for each circuit before you leave the job site, avoiding popped breakers and unnecessary return trips. Four GFCI reset 110V/15A circuit breakers provide a total availability of 60A through the 110V or 220V circuit. Circle 200 on the Reader Service Page.

Insurance billing services from Net Claims Now Net Claims Now is the first company to provide insurance billing services for the water damage restoration industry. Net Claims Now’s staff “consists of seasoned experts from both the water damage restoration and insurance industries. Our restoration professionals know what you want, and our insurance experts know how to get it. Together, they work to provide you with the best billing services available, period.” Membership includes members-only website access; claims training and support; in-house adjuster consultations; email accounts; template downloads; phone apps and mobile downloads, your own personal account manager and more. Circle 199 on the Reader Service Page.

Videoscope from Extech Designed for use in practically any environment, Extech’s durable HDV600 high-definition borescope camera series features a 5.7” (145mm) color display for bright outdoor sites or poorly lit facilities. Optics include 4mm-6mm LED-illuminated camera probes and SD memory stores 15,000 JPEGs or video -- plus audio annotations. Glove-friendly controller handsets with 320˚ articulated probes and wireless connectivity (10m range) simplify inspections. HDV600 videoscopes are designed for ruggedness, upgradeable versatility, and high-definition clarity. Circle 198 on the Reader Service Page.

Floor finish from XL North XL Matte Floor Finish is “a true matte finish engineered for performance.” As with all XL North’s floor Finishes XL Matte is infused with InterSept, an EPA registered anti-microbial that protects the floors finish against a broad spectrum of bacteria and mold. XL Matte Floor Finish is easy to apply and maintain, with superior leveling and a quick dry time XL Matte is perfect for those applications that demand a matte look such as linoleum, vinyl wood plank and other resilient flooring. Circle 197 on the Reader Service Page. 26


Rotary cleaning tool from Sapphire Scientific Sapphire Scientific’s new rotary cleaning tool, the HOSS 700, promises better cleaning, drier carpets, easier maintenance and greater durability. The unit features a full 15 inch cleaning disc driven by a geared transmission mounted on sealed ball bearings. The disc is fitted with a patent pending staggered injector system that drives solution deep into carpet fibers, reducing heat loss and ensuring consistent, streak-free application. As the disc rotates – at nearly 700 rpm – bi-level extractor heads simultaneously agitate the top and the base of carpet fibers to thoroughly break up soils. The extraction heads are mounted on flexible gaskets, enabling the heads to float over uneven surfaces while maintaining a tight vacuum seal even on commercial glue-down carpets. Circlee 196 on the Reader Service Page.

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PARTICIPATING

R E T U R N I N G T O C L E A R WAT E R B E AC H , F L O R I DA

The CONNECTIONS Conference and Exhibition will be held at The Hilton Clearwater Beach Resort - Ideal for a family vacation and relaxation! Plan to spend some time while you're at the conference to visit the beach, Disney World, Sea World, Universal Studios, or Busch Gardens. THE 2012 CONFERENCE &

ASSOCIATIONS

THE INDUSTRY'S BEST INTERACTIVE, HANDS-ON EDUCATIONAL EVENT!

May 3, 4 & 5, 2012 YOUR OPPORTUNITY GET THE BEST OF BOTH WORLDS ... THE INDUSTRY’S TOP CLASSROOM EDUCATION AND INTERACTIVE, HANDS-ON, LIVE DEMONSTRATIONS. The 2012 CONNECTIONS Conference and Exhibition is returning to the Hilton Clearwater Beach Resort on May 3, 4 & 5, 2012, and will again feature THE EXPERIENCE. CONNECTIONS brings the industry together in a technical, participatory, educational format that details and demonstrates the latest trends in cleaning, restoration, remediation, management, and marketing. You’ll get the hands-on opportunity to practice and learn about what separates successful companies from those that fail.

You’ll discover new research, the most up-to-date information, and the best tools available in the industry today. The insight and eduction you gain at the CONNECTIONS Conference will allow you to stay one step ahead of your competition. You will know in advance what’s new to our industry and you’ll have the knowledge and foresight necessary to change and adapt the way you currently do business to succeed in any economy.

YOU DON'T WANT TO MISS THIS EXPERIENCE - WE LOOK FORWARD TO SEEING YOU IN FLORIDA! FOLLOW US ON FACEBOOK: www.facebook.com/connectionsconvention

Call 888-881-1001 or go to www.connectionsconvention.org EXHIBITION GOLD SPONSORS:



LGR dehumidifier from Abatement Technologies The powerful AQUATRAP AT450S All-Temperature, portable LGR Dehumidifier from Abatement Technologies® delivers unsurpassed structural drying power for large-scale commercial water restoration projects. The stainless steel AT450S has the capacity to remove 170 pints per day at AHAM, with performance optimized at 95° F. What really sets the real-life performance of this LGR dehumidifier apart from the competition is its ability to outperform under a wide range of jobsite conditions. As a result, your crews can efficiently remove water at high temperatures (up to 125° F), at low temperatures (33° F), and everywhere in between! State-of-the-art heat pump technology provides the AT450S High-Performance LGR Dehumidifier with its unique ability to operate efficiently in all types of drying environments. Circle 194 on the Reader Service Page.

Multi-surface cleaning from U.S. Products Experience the results of patented, rotary cleaning for carpet and hard floors. U.S. Products’s Express Multi-Surface floor cleaning system blends carpet cleaning and hard floor scrubbing in one self-contained unit. With little or no effort, the Express glides over the carpet, cleaning forward and backward, close to any object. Unlike most self-contained carpet cleaning systems, the Express cleans in both directions. The secret lies in the rotating cleaning heads, which assist in driving the unit in virtually any desired direction. The rear castered wheels assist in cleaning close to any object. Circle 193 on the Reader Service Page.

Thermal imagers from Fluke The P3 Series combines extremely precise thermal sensitivity and crisply detailed resolution with a high-definition display to offer proven and practical performance for a wide range of diw agnostic applications. Based on the Fluke TiR32 Thermal Imager, the P3 Series introduces two new products for restoration and remediation professionals that provide high-performance imagers for any budget: the TiR27 and TiR29 models. All P3 Series models are specifically designed to work in even the harshest environments, and all provide superior image quality with one-handed, easy-to-use interfaces. With a push of the thumb, users can perform a thermal image scan, adjust the focus, add a picture-in-picture blended view and capture the image. Circle 195on the Reader Service Page.

Moisture meter from Lignomat The multi-purpose mini-Ligno S/D is designed for home inspectors, architects, contractors, painters and home owners to measure moisture in wood and soft building materials such as sheetrock, plaster and gypsum. The reference scale for nonwood building materials allows easy identification of excess moisture. The mini-Ligno S/D fits in your hand when measuring and is small enough to carry in a shirt-pocket. The green cap covers the pins during transportation and serves as a handle when pushing the pins into the wood. This unique design allows pushing behind the entire meter to insert the tapered pins easily. Longer pins are stored inside the meter for measuring thicker material. The short pins are ideal for surface or end cut readings and for veneer. Circle 191 on the Reader Service Page. 30


Floor prep and cleaning from Basic Coatings Making wood floor maintenance easy, this compact and powerful machine will deep clean wood floors without damaging the finish. The exclusive water containment and vacuum system will extract the toughest dirt and surface contaminants while leaving the floor immediately dry after use. Specifically engineered to clean wood floors without damaging the finish, it features adjustable solution control valve for all types of wood flooring; exclusive water containment and vacuum system to leave floors completely dry; visual solution level gauge for accurate dilution of cleaning products; adjustable head pressure to accommodate any floor type; rear casters for superior maneuverability; easy to remove squeegee assemblies for simple maintenance and more. Circle 192 on the Reader Service Page.

Want to see more of the latest tools and technological innovations entering the market today?

Go to www.icsmag.com and click on “Products” now!

GREEN PRODUCTS that WORK

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Traditional Cleaning Products Safer Formulations for Healthy Cleaning & Living Industrial & Institutional Degreasers/Cleaners g / Specialty Odor Control Specialty y Spotters p Booth 3125 Proud Exhibitor for 29 Years

www.coreproductsco.com • 800-435-2673 • Formulating l for a clean future. Circle 19 on the Free Information Page December 2011 | www.icsmag.com

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MustSee Apps As technology continues to evolved and become more and more integrated with the cleaning and restoration industry, it’s important that professionals remain abreast of the latest developments and applications reaching the marketplace. MustSee Apps is a special section devoted to showcasing some of the specialized applications designed to help make the job easier, faster and more efficient.

Phoenix Restoration Equipment Phoenix Restoration Equipment, a division of Therma-Stor LLC, is pleased to announce the release of its new, free iPhone application that will instantly calculate the psychometric data essential to restoration professionals. The user simply selects the grains or dew point screen, and then enters the temperature and relative humidity conditions for the inlet and outlet. This free application is available on your iPhone, iPod Touch or iPad at the App Store; just search Phoenix Psychrometric Calculator.

Service Monster Park the Truck and Be Done A new mobile version of Principal Focus’ cleaning business management software, ServiceMonster Mobile 2.0 works on all touch-screen devices. Users can edit orders, generate invoices, take payments, search their databases, call and email customers directly, find work sites via GPS, and initiate marketing campaigns--all while on the go.

Bane-Clene® Golden Anniversary Thanks for 50 grand years On February 4, 2012 we’ll celebrate fifty years in the cleaning business. It’s been a wonderful experience and we sincerely thank all of you from around the world who have favored us with your patronage. Many have asked how we’re going to celebrate our Golden Anniversary. We’ve decided on a different approach to honoring this landmark event in our company’s history. Instead of an expensive convention or a costly party, we’re going to spend all of that money on our customers. The on-going recession, inflation, high fuel prices and costly air fares have caused cash strapped business owners to forego travel which may create a void in their education. Until the money runs out that those celebrations would have cost, Bane-Clene Institute will be FREE. Starting right now, all fees for tuition and/or class materials will be reimbursed with Bane Bucks® that may be spent for any merchandise we stock. And lunch every day at Murphy’s Steak House is on us, too.

www.baneclene.com, or call 800 428 9512 for school dates © Bane-Clene Corporation, 2011

Seating is limited so pre-registration is required.

Circle 25 on the Free Information Page 32



The Rug Cleaning Specialist

By

Aaron Groseclose

Aaron Groseclose is president of Master Blend, and has more than 20 years experience in the cleaning industry. He is a senior carpet inspector and has led many carpet, upholstery, Oriental rug, leather and commercial cleaning seminars worldwide. Aaron is also co-developer of the Master Rug Cleaner Program. His email address is [email protected]

Products to Successfully Clean Area Rugs This month we will look at the parameters of cleaning products to successfully clean area rugs – the fifth and last in the series Rug Cleaning 101.

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e have discussed why attending a rug-cleaning training course is important (education is inexpensive, while rugs are expensive); how our new industry standard states rugs should be cleaned off-site (the S100 Standard and Reference Guide for Professional Cleaning of Textile Floor Coverings is out now); the importance of a rug precleaning inspection; and state-of-the-art rug cleaning equipment that is now on the market. The cleaning process begins with identifying the type of rug you are about to service. Many different factors are taken into account when identifying a rug, but the starting point is what type of fiber or fibers are present. Traditionally, wool is the face fiber most commonly encountered; however, just about any fiber can be made into an area rug. Be aware of the use of regenerated fibers that is now on the rise. Rayon (or viscose) is the most

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commonly encountered regenerated fiber. Pile distortion and bleeding are the two main concerns here. (Image 1) Wool is a protein fiber taken from the fleece of sheep, and can be identified with a simple burn test. The fiber will smell like burning hair. The key cleaning concern with wool is dye bleeding. Some information in the past lead people to believe cleaning with a high-pH solution would remove the protective scales or cuticle from wool, leaving a “shiny” rug or carpet. Giving a “luster wash” to improve rug sheen is done with caustic soda, not everyday traffic lane cleaner. Do a colorfastness test as part of your pre-cleaning inspection of the rug. If you find it is a bleeder, an option is to re-test using a low-moisture method to see if that method will not cause dye bleeding. One cause of dye bleeding in wool rugs is the destabilization of the dye-

Image 1

1

The process begins with identification

2

dye bleeding is the key concern with wool

3

High pressure can cause pile distortion

fiber bond, caused by an alteration of the fiber pH. This change in pH is not caused by an alkaline solution alone. Yes, we should use products that are not too alkaline, but we should also be aware of buffering agents that can be found in certain cleaning products. Buffers are additives that stabilize the pH of a detergent after mixing, allowing for higher dilution ratios of concentrated products. The pH of a product is only a general guideline. The stability of the pH – how well buffered it is – is the most important factor in having a safe cleaning product. Large amounts of buffering agents (alkaline builders) in a cleaning product can cause a pH shift in a wool rug or carpet. This can happen immediately or over time, resulting in dye bleed. Just noting a cleaning product’s pH will not indicate if it has been highly buffered.

Image 3

mount or high-pressure portable (Image 3) to clean the rug, turn down the pressure. High pressure can cause pile distortion, so a setting around 200 psi is enough for natural fibers. If you follow the basics: use safe clean-

ing products; do a colorfastness test; perform a pre-cleaning inspection; use cool water; watch the pressure of your extraction equipment, your results should be successful without causing damage to the rug.

Image 2

In order to determine the stability of a product’s pH, a test called titration can be carried out on the chemical. It is impractical for a cleaner to perform such a test. An organization based in the UK called WoolSafe tests products for manufacturers, and if the product passes, they are allowed to use the WoolSafe logo (Image 2). This signifies that a third party has looked at your cleaning, spotting, protector and deodorizing products and found them to be safe on wool. In addition to using safe cleaning products for natural fibers, fewer dyebleed problems will occur if you use room-temperature water. Using cool water will slow down the cleaning process a little, but you can make up for this with increased agitation, dwell time or cleaning product. In addition, if you are using a truckCircle 22 on the Free Information Page December 2011 | www.icsmag.com

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Building a Phenomenally Successful Business

By

Howard Partridge

Howard Partridge started his cleaning business out of the trunk of his car and built it up to a consistent $2.5M per year. For FREE VIDEOS, TELE-SEMINARS and REPORTS that reveal the SECRETS of a PHENOMENAL Business, go to www.HowardPartridge.com or call 877-354-7960 today!

Dressed To Kill…I Mean Sell! I’ve become known in this industry for wearing a suit and tie. In fact, some people laugh at me because of it. I’m used to that.

I

’ve become known in this industry for wearing a suit and tie. In fact, some people laugh at me because of it. I’m used to that. Many years ago I was part of a small group of cleaners that met each week to discuss some joint-market ideas. Each week the cleaners would complain about the economy and moan that customers won’t pay their price (not much has changed in 15 years). I walked in carrying a briefcase and a positive attitude and they literally laughed at me and said, “Who do you think you are, Zig Ziglar or somebody?” Well, at the time I didn’t know Zig Ziglar, but since that time Zig has been on my stage and I have done many projects with his organization. In fact, I just talked to Tom Ziglar on the phone this morning. I’m not here to tell you to wear a suit, but let me ask you this… Can people tell that you are the best at what you do by

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how you dress? How you groom yourself? Or are you cutting some corners there that you know you shouldn’t cut?

11 Assumptions Did you know that every person you meet makes as many as 11 immediate assumptions about you before you say a word? They judge how successful you are, whether you know what you are talking about, whether they can trust you and much more. You do it. I do it. We all do. In fact, be aware of this the next time you meet someone. Notice how your mind automatically begins to make assumptions based on your experience. These are hidden, pre-programmed assumptions that happen automatically. Here are the 11 assumptions people make about you: 1. Trustworthiness 2. Economic Level 3. Educational Level

4. Social Position 5. Level of Sophistication 6. Economic Heritage 7. Social Heritage 8. Educational Heritage 9. Success 10. Moral Character 11. Future Potential

1

Does the way you dress identify you as the best?

2

Assumptions are made by everyone, everyday, without a word being said

3

Different dress codes for different actions

Grooming One would think that he shouldn’t have to mention this, but experience has taught me otherwise. I routinely bump into business owners that have hairs growing out of their nostrils, dirty fingernails, and bad breath. Let’s think about it this way: the more pleasant-looking, smelling, and sounding, the more time a prospect or a client will be willing to spend with you. The more time you spend with your prospect or client, the deeper you will be able to penetrate with your message. Here’s a quick checklist: • Hair cut and combed nicely. • Face cleanly shaven. • Teeth white and clean (mints in pocket, briefcase, car). • Clothing professionally pressed! This is one detail that I see violated over and over. If you are too cheap or too lazy to press your slacks, you don’t deserve the Mercedes Client! • Shoes are clean and shiny. • Fingernails are clipped and clean. Remember that only 15% of success in business is due to technical knowledge, while 85% is due to people skills and a professional image. Here’s something I use that may be helpful to you: may I present The Professional’s Modular Dress Code.

Remember that “work is theatre and every business is a stage.” You must adapt to your client’s expectations. If you want Mercedes Clients, you should dress appropriately to interact with such a person.

Cleaning Shirt: Knit golf type shirts with an embroidered logo look best in my opinion. To get the best quality shirts you will have to buy them direct, and your employees will need to launder them regularly. Uniform companies offer these types of shirts, but they are generally not as sharp as those you can buy from a retailer. Pants: Professionally pressed Khakis. Belt: Casual woven belt. Shoes: Tennis shoes.

Residential Cleaning Consultations Shirt: Long sleeve Oxford button down with embroidered logo. Professionally pressed. Pants: Khakis, professionally pressed. Belt: Casual woven belt. Shoes: Loafers Note: if you are cleaning and doing consultations the same day, you can simply keep your loafers and your long-sleeve shirt on your truck.

Commercial and Referral Source Visits Wear a sport coat and tie. If you get serious about the way you dress, you will attract serious prospects. Prospects will not ignore you as easily. If you are doing residential cleaning evaluations, you can simply add a sport coat and tie to the routine you are already wearing. It’s considered tacky to wear a tie with a shirt with a logo, so make sure your sport coat covers it. Circle 15 on the Free Information Page December 2011 | www.icsmag.com

37

Hard Floor Maintenance Opportunities

By

Stanley Quentin Hulin

Stanley Quentin Hulin has been actively involved in the industry providing services, management and sales/marketing expertise since 1975. Stan conducts training seminars/clinics, establishes educational programs and serves as a speaker at industry conventions and meetings. E-mail him at [email protected]

The Power of Participation At the Connections Convention and Trade Show in Las Vegas this year, a colleague presented me with a book to thank me for helping him with an event earlier in the year.

T

he book was an easy read and was based on influential words provided by successful businesspeople. When he presented the book to me he said, “Tell me in a word what it takes to be successful.” Although I look at myself as more of a survivalist, I pondered the question and, after a quick trip down memory lane, answered, “Participation.” To participate is to engage in an activity to achieve a specific result. In order to drive a car, for example, one must participate in starting, shifting, observing, reacting, steering and stopping. When you participate in all of these things and more, you are driving. The motive for this participation may be to get from one point to another, but driving itself requires participation. There are many motives for the professional to participate in floor mainte-

38


nance. The technician’s motive may be simply to get paid; the supervisor’s, to increase efficiency and proficiency; the manager’s to ensure promises are kept within the constraints of the budget and the owner’s to engage in profit and/or loss. Of course these are simplified to a fault, but I want you to understand the basis or motivation of anything is what leads to participation. A professional technician is precariously balanced on a three-legged stool, with one leg being chemicals, one leg equipment, and the third leg the skill level of the technician. Remove any one of the legs and the stool becomes unstable and the technician comes tumbling down. The participation of the professional technician is to understand each leg of the stool and how it applies to the other two. Identification of the flooring mate-

rial and comprehending the properties and characteristics of them begins the process. Recognizing what chemicals will hurt the material and what will help it is a byproduct of participation in identification. By extension, equipment, tools and materials can be selected by

1

People have different motives, but strive for the same result

2

A tech may participate on one level, the owner at another

3

You need to participate in order to be successful

not static, it is dynamic and changing daily. Everyone involved in floor maintenance should be actively involved in staying on top of the most contemporary chemicals, equipment, tools and materials, as well as methods for performing floor maintenance. Above all else, the professional floor maintenance technician regardless of what position they possess should actively participate in ongoing education and training within their chosen field. Keeping current is not difficult in this day and age of instantaneous communication; the internet and other information sources make it much easier than it has been in the past. Participation will most certainly lead to certification and qualification of the floor maintenance professional, and this will ultimately lead to more respect and higher wages. Ultimately, participation is the only thing that will make you successful at your given craft. You can’t learn it without participating in education, you can’t perform it without participating in training, and you can’t sell it, administer it, or manage it without participating in the individual activities associated with each area. You can’t even get to the account without participating in driving. Although participation is only a word without participation, neither success nor anything else can be achieved. The moral of the story? However you do it, find the motivation for participation. understanding the size and scope of the area and the services being provided. Supervisory participation comes in the form of quality control and quality assurance. Ensuring the task or service procedures have been done in accordance with standards or best practices of the industry as well as achieving efficient productivity rates. Supervisors are also participating in some report writing. Nightly supervisor reports and some minor policing actions to ensure the technicians are doing what they are supposed to be doing. Managerial participation engages the tactical and sometimes strategic planning of the operation to ensure that services are delivered in accordance with what was sold and within the budget allotted. Floor maintenance managers are usually the conduit between the building service contractor and the building or property manager that is in charge of the facility. Both entities participate in developing a program that will best suit the customer’s floor maintenance needs and the budget constraints of the company. The owner participates on all levels of running the business, and is tasked with the long-term planning of the company. In order to make important decisions regarding direction of the company, the owner must engage in the industry of which they are involved. This is the highest level of participation, as he or she must know everything about their industry in order to be successful. Of course, these are very basic areas of participation, and floor maintenance professionals should look beyond just what they do for remuneration. Our industry, like all industries, is

He needed urethane sealer. To find it, he turned to www.icsmag.com/directory Search by Product Category or Company Name Downloadable Product Spec Sheets Alpha Company Listings Live Web & Email Links Product Photos

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39

Coach’s Corner

By

Noel Frank

Noel Frank is Director of Education for Chemspec Inc., where he has been employed since 1992. In a prior life he was a high school math teacher as well as a football and basketball coach. You can reach him at [email protected].

Game Plan: A Conversation In previous issues I wanted to emphasize the technician as the actual “cleaning machine.” I think I’ve made that point. Each of us needs to look at ourselves as the actual cleaning machine. Now I want to move on to the soil removal process itself.

T

he Clean Trust’s (formerly the IICRC) S100 Standard and Reference Guide For Carpet Cleaning will be the baseline. Incidentally, the Fifth Edition of S100 is now available. It is a compilation of the efforts of many people over many years, and represents the accumulation of “best practices.” S100 refers to the first principle of cleaning as that involving the removal of “dry soil.” Now I want to discuss the concept of dry soil removal, also called insoluble soil. We need to appreciate that this type of soil does not dissolve in cleaning solutions, thus the designation as “insoluble.” The majority of this soil is tracked into the house or carpeted facility from outside and deposited on the carpet with several strides across the carpet. Animal fibers and natural fibers are also included as dry soil. Basically, dry soil needs to be removed dry. This involves using a dry vacuum system. No big problem: vacu-

40


um the carpet. Here’s the real issue with dry soil removal: it often does not get done. Twenty years ago when I started teaching CCT courses, I would ask how many students vacuumed the carpet as the first step. I was somewhat shocked to discover that less than half did so. When I bought a carpet cleaning and dyeing franchise in 1975, the first step was to vacuum every square inch of every carpet with a certified pile lifter. That’s the way I was taught, and when we started selling franchises ourselves, that’s the way I trained hundreds of new cleaners. Vacuuming with a pile lifter may be a bit of overkill, but it’s a great dry soil removal process and sets up the fluid soil removal process tremendously. Many times the homeowner would get out her checkbook to pay us, only to learn that we had just done the first step, vacuuming the carpet.

Next Month: Why should we vacuum the carpet?

Time Out: Tech Issue Previously, we were discussing reappearing spots. We know that capillary action brings the soil from deep in the carpet layers back to the surface as water wicks up and is evaporated off the sur-

1

The majority of dry soil is tracked in from outside

2

Vacuuming should always be step No. 1

3

A pile lifter may be overkill, but it’s a great dry soil remover

face. The soil remains. Typically, the soil is on the tips of the carpet yarn. There are several methods that can be use to remove the soil. Keeping in mind that the soil is usually only on the surface (evidenced by separating the yarn), one very good removal method is to use one of the available encapsulating products. Encaps capture the soil and don’t allow the soil to redeposit. An encap can be sprayed lightly onto the surface soil, worked in with any agitation process, including a towel if the area is small. The encap, with the captured soil, is allowed to dry and is then vacuumed from the carpet. Next Month: more methods for removing reappearing soil.

Coaching Tip “The worst direct marketing method is better than the best indirect marketing.” In other words, get face-to-face with your clients.

Bulletin Board Material “The passion for truth is silenced by the answers which have the weight of undisputed authority” – Paul Tillich “Ability is what you’re capable of doing; Motivation determines what you do; Attitude determines how well you do it.” —Lou Holtz Circle 16 on the Free Information Page December 2011 | www.icsmag.com

41

New Products & Technologies ologies

2

3

1

4 1 Chemical Technologies Intl CMCs make quick work of small spots Small bleached or discolored spots can often be restored by replacing the damaged dye in the carpet; however, this process requires dye mixing and a lot of practice to achieve an acceptable result. As an alternative, cleaners can perform a very simple and easy re-coloring of the spot using Pro’s Choice Color Modifier Cosmetics (CMCs). The dyes are wax-based and can be easily applied. CMCs require no mixing. They are easy to adjust, lighten, darken, or remove. Circle 244 on the Reader Service Page.

2 Dri-Eaz New unit leads in performance and AHAM water removal The Dri-Eaz LGR 7000XLi dehumidifier delivers breakthrough low-grain performance up to 40% better than competing products, giving restorers a real advantage. “The AHAM and max numbers are a big advance,” said Brandon Burton, Education Manager for Dri-Eaz. “But the low grain performance truly puts this unit in a new category. It lets the restoration contractor easily dry down to conditions that other units just can’t reach.” The 7000 provides superior performance in a unit with the footprint of a Dri-Eaz Evolution. Dri-Eaz engineers utilized Advanced Crossflow Technology, a patent-pending heat exchange airflow system that delivers a tested 130 pints per day at AHAM (80°F/60% RH) and 235 pints at max (90°F/90% RH). Circle 246 on the Reader Service Page. 42


3 Sapphire Scientific Convenient, secure storage from Sapphire Sapphire Scientific is now shipping the new Chemical Storage Rack. Providing convenient, space-saving storage for gallon bottles in work vans and other vehicles, the unit features four shelves, each of which rotates independently for easier access. “Our truckmount customers told us that they needed a better way to store their chemicals,” said Glen Galatan, Product Manager for Sapphire. “So we looked at a lot of different approaches, and developed a design that keeps the bottles and other supplies organized and ready to use and maximizes storage space.” Circle 236 on the Reader Service Page.

Pullman-Holt Time to get a handle on multiple surfaces The Universal Spray Handle from PullmanHolt allows operators to clean tile and grout, hard floor and carpet and rugs with a single handle with interchangeable heads. Choose a solution activator and attach the handle to the sprayer. For tile and grout, white and black bristled brushes can be used to clean textured, uneven tile and grout lines. For hard floors, an 18.5-inch microfiber pad collects dirt, dust and moisture. For carpet and rugs, white and black bristled heads can be interchanged for more effective, efficient cleaning. Circle 237 on the Reader Service Page.

4 SmartMobileMerchant A faster way to process payments A new mobile credit card processing solution empowers your business to accept Visa, MasterCard, Discover and American Express. “You’ll be able to increase revenue, expand your customer base, and increase market reach. With features like e-mail receipts with Google Maps, customizable inventory management, real-time reporting and 24/7 support, Phone Swipe is the solution for your growing business,” the company said. Phone Swipe ensures the security and safety of every transaction. Credit card data is never stored on the phone, the app or the card reader. Circle 235 on the Reader Service Page.

Square Scrub Fast, effective stripping without chemicals The EBG-20 Square Scrub has the ability to dry scrub several layers of finish off the floor without water or chemical involvement. The process “should reduce slip-and-fall accidents for both workers and occupants,” the company said. The Square Scrub uses the SQP square preparation pad, which allows the unit to be considered “planet friendly” according to the company, while helping to eliminate up to 95% of chemical stripping needs. Circle 234 on the Reader Service Page.

6

7

5

5 Butler Corp. Butler launches Maximum Anti-Foam Crystal Maximum performance dry crystals to eliminate foam from detergent residues and help prevent foam buildup in truckmount and portable machines. Butler Maximum Anti-Foam Crystals are odorless, non-caking and dissolve completely to aid in the prevention of foam developing within the vacuum system. Recommended for use when excessive foam/suds appear on carpet surface and/ or when foam coats the inside of the vacuum hose and/or recovery tank, resulting in little or no vacuum during the cleaning process. Circle 250 on the Reader Service Page.

6 Hydro-Force/Viper Hydro-Force/Viper expands concrete care line Viper recently expanded its line to include several new items aimed at the expanding field of concrete cleaning and maintenance. Viper Peroxibright CTG (Concrete, Tile & Grout) Cleaner and Brightener employs an aggressive oxygen boosted formulation. Viper PeroxiBlast Powder is the new heavy-duty alkaline cleaner for greasy, oily and soiled concrete, tile and grout. Concrete and Stone Densifier fills the tiny pores, capillaries and cracks in concrete, limestone, travertine and even marble. Viper Grout and Concrete Sealer is the final step in the Viper concrete system. This water-based impregnating sealer resists stains, chemical degradation along with excellent oil and water repellency. Circle 242 on the Reader Service Page.

7 Core Products Green Logic Odor Neutralizer recognized by EPA’s DfE Program The Kleen-Safe “quickly and efficiently removes Green Logic Odor Neutralizer was recently accepted to the Environmental Protection Agency’s Design for the Environment partnership program. The biodegradable and non-toxic formula eliminates odor at the source with a light, fresh botanical based fragrance. The formulation is recognized in Core’s partnership with the Environmental Protective Agency’s (EPA) Design for the Environment (DfE) program for safer chemistry. Circle 243 on the Reader Service Page. Circle 9 on the Free Information Page December 2011 | www.icsmag.com

43

New Products & Technologies

8

8 Mytee

9

9 Tundra Equipment Company

Kleen-Safe offers hassle-free restroom and kitchen cleaning

Tusk floor machines enter the marketplace

The Kleen-Safe “quickly and efficiently removes soil and bacteria from toilets, urinals, shower stalls, fixtures, floors and other hard surfaces while using a unique “Touch Less” cleaning process.” With a single 3-stage vacuum motor, 500 PSI pump, external chemical injector system, adjustable-pressure spray gun, removable accessory tray, and recovery wand with specially designed squeegee with swivel head, the Kleen-Safe makes short work out of the toughest hard surface cleaning jobs. Circle 245 on the Reader Service Page.

Tusk floor machines from Tundra Equipment Co. feature proven high-performance 1HP and 1.5HP motors, high-quality pad drivers, heavyduty one-piece cast base assemblies and all metal construction with polished aluminum and chrome for long-lasting dependability. The series “provides the edge you need for the toughest grinding, scrubbing, buffing, polishing and burnishing applications,” the company said. Circle 241 on the Reader Service Page.

iCAT Solutions, Inc. Sealed Air Diversey introduces new line of strippers Sealed Air’s Diversey business introduces “the industry’s most complete line of floor strippers that eliminate the use of caustic chemicals.” “We are setting a new standard for our industry in the care and maintenance of floors,” said Sergio Pupkin, global vice president, building service contractors, facility management and government and education for the Diversey business. The line includes the Pro Strip ULTRA, Pro Strip SC and Pro Strip PURE. When used as directed, the strippers are safer to handle, easier to dispose and contain less harmful chemicals, the company said. Circle 249 on the Reader Service Page.

Sporicidin Disinfectant products have been on the market for more than 30 years. “Sporicidin is the leader when it comes to cleaning and disinfecting surfaces. Our customers have asked for a new scent option, and we listened,” the company said. Sporicidin’s line of disinfectants will now have a Fresh Scent. In studies, the lighter Fresh Scent is largely preferred over the traditional Citrus Scent. However, this change does not impact the quality; there will be no change in the performance of the EPA registered product. “Our customer’s opinions matter to us,” says John O’Donnell, Sporicidin Product Manager. “They are the ones who use and trust our product. We want it to not only exceed their expectation but exceed their satisfaction as well.” Circle 239 on the Reader Service Page.

Sustainability Dashboard Tools

Betco announces the GeneSys 15

New Dashboard puts anyone in the sustainability driver’s seat

Betco Corp. has released the latest innovation in small area cleaning versatility, the GeneSys 15 automatic scrubber. The GeneSys 15 automatic scrubber is 4 times more productive than a mop and bucket and extracts 36 times more soil from the surface. With three brush options, the cylindrical scrubbing head is ready to tackle any hard surface, from ceramic and grout to hard and resilient floors. Optional tool kits “provide unmatched versatility as a wet vacuum, carpet extractor, upholstery spotter and solution spray applicator.” Circle 247 on the Reader Service Page.

The time has passed when only a highly trained professional using expensive, sophisticated tools could steer an organization’s sustainability efforts. A new web-based service makes tracking and managing sustainability programs affordable and easy for everyone. “Any person tasked with integrating sustainable practices in their facilities will love the Sustainability Dashboard because it will make their life easier while improving the bottom line,” said Steve Ashkin, CEO, Sustainability Dashboard Tools LLC, a long-time, green-building expert and creator of the new tool. “For organizations small and large this is a huge time and cost saver.” Circle 238 on the Reader Service Page.

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iCAT Solutions has begun beta testing on the new iCAT Salvage module, and are opening it up to the industry to join in the process. This module provides contractors with an additional revenue stream and marketing tool, by providing an industry specific auction site for salvageable contents. Contractors are invited to visit the testing site at www.icatsalvage.com and register themselves. Once registered they will be able to list items and bid on items, while providing feedback to iCAT and helping to shape the final functionality of the module prior to its full release. Circle 248 on the Reader Service Page.

Betco Corp.

Sporicidin Sporicidin scent changes

New service aims to auction salvageable contents

Modern Cleaning New book on science of cleaning released Janice and Tom Stewart, founders and owners of Modern Cleaning, have released their first book on the science of cleaning. Modern Cleaning: The Evolution of Chemical Free Cleaning traces the history of cleaning as a science, through the disciplines of biology, chemistry, and physics. “The future of cleaning is science,” said coauthor Janice Stewart. “Amazing discoveries about the properties of water, energy and matter are transforming the very concept of clean. This book is about that transformation and what it means for consumers and the cleaning industry.” Circle 240 on the Reader Service Page.

MustSee Products Gallery The ICS Must See Products Gallery is a multimedia showcase designed to allow manufacturers and distributors an opportunity to introduce new products, programs and technologies through a variety of platforms. The information and claims found here are provided by the manufacturers; any questions or requests for more information should be directed to them.

Rotovac Corporation The Rotovac 360i Quad Head has a new optional cleaning head specially designed for high powered portable extractors or truck mounted machines. The Quad Head features FOUR stainless steel Swoop Glide vacuum ports and 4 spray jets producing higher flow with more agitation. The Quad Head cleans both commercial and residential carpet up to 25% faster and is available now through distributor’s nationwide or visit us at www.rotovac.com. Circle #101 on the Free Information Page.

Sun-Belt USA The Sun-Belt website makes life easy. Pull from a large inventory of name brand products with clear and precise specifications. Search and sort by Price, Category, Name Brand, etc. and compare for yourself. You can know that you are getting the best product for the money. Sun-Belt is a wholesale distributor of cleaning and restoration supplies and equipment. The company ships throughout the United States from its Distribution Center in Raleigh, NC. 800334-8418. Circle #103 on the Free Information Page.

Hydro-Force Hydro-Well II 100 Gallon Fresh Water Tank Hydro-Force proudly announces the launch of their newly redesigned Hydro-Well. Hydro-Force Brand Manager, Jared Twitchell, commented on the release, “It’s been an exciting year for HydroForce. We’ve launched more products this year than ever before in our 30+ years. We really focused on reengineering our most popular products, like the SX-12 and Hydro-Force injection sprayers, to be better in every way possible.” Circle #102 on the Free Information Page.

Butler Corporation Customer Satisfaction Our Commitment to customer satisfaction begins when you visit us to accept delivery of your new or reconditioned pre-owned Butler System. If, for any reason, you are not completely satisfied, we will remove the machine from your van, reimburse your deposit, honor our travel credit and compensate you an additional $1,000.00 for your inconvenience.Please call 800-535-5025 or visit us on-line at butlersystem.com for additional information. Circle #104 on the Free Information Page.

December 2011 | www.icsmag.com

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Ad Index Company Name

Page No.

Phone/URL

RS No.

Abatement Technologies

800-634-9091 | www.abatement.com/restoration

19

21

Bane-Clene

800-428-9512 | www.baneclene.com

32

25

Bridgepoint Systems

800-658-5314 | www.bridgepoint.com

5

17

Butler Corp, The

800-535-5025 | www.butlersystem.com

21

6

Cleanco Truckmounts

800-653-8338 | www.cleanco.com

15

11

Connections Convention

888-881-1001 | www.connectionsconvention.org

28-29

5

Core Products

800-435-2673 | www.coreproductsco.com

31

19

Dri-Eaz Products

unleashed.drieaz.com

2

13

Extech Instruments

www.extech.com/switch2extech

11

24

FLIR

866-477-3687 | www.flir.com/breakthrough

9

8

Full Circle Business Support Team

888-638-1315 | www.fullcirclemember.com

41

16

HitMan Advertising

888-211-7702 | www.cleaningblueprint.com

43

9

HydraMaster

800-426-1301 | www.hydramaster.com

37

15

Hydro-Force

www.interlinksupply.com

27

2

Injectidry Systems

800-257-0797 | www.injectidry.com

33

4

MasterBlend

800-525-9644 | www.masterblend.net

55

1

Nissan Commercial Vehicles

www.nissancommercialvehicles.com

7

20

Phenomenal Products

www.howardpartridge.com/borntowin

51

7

Phoenix Restoration Equipment

800-533-7533 | www.usephoenix.com

25

18

Pro Clean

850-637-SELL | www.upsellvideo.com

22

10

Prochem

www.prochem.com

3

3

Prochem

www.prochem.com

56

12

Pro’s Choice

800-368-1247 | www.proschoice.com

41

16

Rytech

800-865-8787 | www.rytechinc.com

17

14

ServiceMonster

888-901-3300 | www.principalfocus.com

35

22

Sporicidin by Contec

864-503-8333 | www.sporicidin.com

23

23


47

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49

The Clean Trust Corner

By

Darrell Paulson

Darrell Paulson is the chairman of The Clean Trust (formerly the IICRC). You can reach him at [email protected].

The Clean Trust The end of 2011 has brought a lot of change to The Clean Trust – formerly the IICRC – with the two biggest being the restructuring and the new name.

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t’s because of these changes that the outgoing leaders of the organization leave us in a position of strength: we are financially sound, we have a new governance structure that provides flexibility and quick, sound decision making and we have a strategic plan to guide us. The directors and I look forward to the upcoming year, as the strategic plan continues to roll-out and the next phase of growth for the organization begins. The Clean Trust is privileged to have an outstanding group of volunteers and subject matter experts help lead the organization. It was a tough, but effective, decision for the shareholders to vote to reduce the number of directors to create efficiency, but it means that some of the most brilliant minds in our industry could not have a seat on the board of directors. However, the structure of the organization still provides opportunity for leaders to be involved as volunteers. And, it’s not just former board members who should

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volunteer; we are always looking for great people with industry experience to step-up and play a role. Volunteers – new and old – are the lifeline of our organization, and we are committed to growing this base. We need a diverse group of volunteers with subject matter expertise representing all aspects of our industry to help lead us into our next 40 years. This is an exciting time, and you have an opportunity to have an impact in your industry’s certification and standards development. Serving as a volunteer provides a way to give back and make real change, ultimately benefitting our industry as a whole. With energy and enthusiasm, veteran volunteers are filling some significant roles, but we still have more to fill. Whether it’s the new education committee or next spring’s Certification Council meeting, there is an opportunity to make a difference. The focus of our future is clear: we remain dedicated to our core areas of

expertise in cleaning, restoration, inspection and hard surface certification and standards; and, we now have the opportunity to gain momentum with additional audiences, including the endusers of cleaning, maintenance, restoration and inspection services, and other categories currently being developed. As evidenced by the reaction within the industry to the name change, we know that there is a passionate group of professionals that care about The Clean Trust. However, traction outside the in-

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The IICRC is now The Clean Trust

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The BOD is now leaner, more efficient

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Branding and promotion are just two key objectives

We need a diverse group of volunteers with subject matter expertise representing all aspects of our industry to help lead us into our next 40 years. This is an exciting time, and you have an opportunity to have an impact in your industry’s certification and standards development. dustry, even with increased marketing and influencer programs, has been difficult to achieve. Here is our chance to move the needle. The Clean Trust is just the first step in the new branding. Know that we are listening to your feedback, suggestions and concerns (please reference our website

for additional questions and answers) and taking those into account as we move forward. Given the feedback we received, additional brand development around cleaning, restoration, inspection and hard surface were made a priority. A sample of these projects include: a brochure series for restoration, cleaning and

inspection (previously, no focus area specific brochures were available) with more subject matter brochures on the way, like hard surface; new booth graphics for each area that can be used at various tradeshows; and, development of a new website that outlines all the certification areas of The Clean Trust. With these additional projects, we’ve been working with and seeking feedback and input from representatives from cleaning, restoration, inspection and hard surface categories industry. Ultimately, the goal is to make the most useful materials possible so you and your company can see the full benefits of being certified. Please continue to provide the organization with feedback; we’re listening and taking into consideration all feedback we receive. On behalf of the new directors and myself, we look forward to 2012 and our future with you.


51

SCRT News By Patti Savelle

Patti Savelle is administrator for the Society of Cleaning & Restoration Technicians.

SCRT Update

S

CRT is an international trade association with members in 35 states throughout the U.S. as well as in Canada, England and Australia. Our members can increase their education and find networking opportunities by participating in one of our nine regional chapters in Southern Ohio, Northeast Ohio, Pennsylvania, Michigan, Georgia, Central Michigan, Indiana and our newest Gulf Coast Chapter. Among the many benefits offered to SCRT members are

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scholarship opportunities for members attending courses leading to industry-recognized certification, continuing education credits and Connections events. Additional benefits, including a library of technical information, can be found on the SCRT website at www.Scrt.org or contact SCRT headquarters at [email protected] or (800) 949-4728.

PACR News By Jillian Olson

PACR News and Updates

T

he Professional Association of Cleaning and Restoration will continue to host IICRC/Clean Trust CEC Credit Workshops in Denver. The half day workshops focus on updates in specific Standards including the New S100

Professional Cleaning of Textile Floor Coverings Standard coming soon. PACR members invite you to attend their Annual Holiday Party on Friday, Dec. 9 in Arvada. Enjoy a night of dinner, drinks, live music, and networking

with PACR Members. Also new this year…PACR is giving away great prizes! For more information and to register, contact the PACR office at (877)4472822 or email Jillian at [email protected].

Upcoming Education Monday, Dec. 12: New S100 Professional Cleaning of Textile Floor Coverings; Commercial Floor Covering. Larry Cooper will present the newly updated information on the new S100 Floor Covering Standard focusing on Commercial Cleanings. Location: Interlink Supply, Denver. For more information on the PACR and other upcoming events, go to www.professionalassociationofcleaningandrestoration.org.

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53

CRA News By Jennifer Germond

Jennifer Germond is Member Services Coordinator for the CRA. You can reach her at [email protected] or call her at 916-736-1100, ext. 302.

Where We’ve Been and Where We’re Going

A

s the 2011 year comes to a close, we look back at our accomplishments thus far as a trade association. CRA began in 2009 and since then has been pleased to have over 200 companies join as members. CRA has been working not only to provide quality training programs and workshops, but to develop our outreach program; putting the buyers of services in touch with our members. CRA and its members have been promoted at the Combined Claims Conference (CCC), Claims Conference of Northern California (CCNC) and the Property Loss Research Bureau (PLRB) Western Regional conference. CRA is also now a partner in Connections Events. To assist our members in saving money, CRA has provided: • A scholarship program through WFCA • Discounts on training programs ($30 to $300 off per attendee) • Discounts on regional workshops

• Discounts on IICRC Standards • Discounts on insurance liability coverage • Online training programs and more We have added or will be adding more training programs including, but not limited to: • Trauma Scene Cleanup • Clandestine Drug Lab Cleanup • A host of short online OSHA training programs at a very affordable price and more There are more things to accomplish. It takes time and effort to create and operate a trade association. We will continue to work diligently on creating quality workshops that feature new and innovative cleaning and restoration ideas including marketing and procedures.

CRA Training Courses & Events Dec. 6 OCT in Sacramento, CA– Restoration Consultants (Jessika James) Dec. 7 Stain Removal Workshop in Sacramento, CA– Restoration Consultants (Jessika James) For information about CRA, call 916-736-1100, x302, email [email protected] or visit www.crassociation.org.

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