ICS Cleaning Specialist January 2012

JANUARY 2 0 12 Cleaning Specialist For Fo F or Today’ Today’s y s Floor Care and Restoration Professional Proffessional...

Author: Jeffrey Stouffer

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JANUARY 2 0 12

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

Setting Up a Google Adwords PPC

Combating Mothball Odor Water Damage Restoration and Meters

W W W.I C S M A G .C O M

Truckmount Maintenance: The ICS Q&A

Page 28

Circle 22 on the Free Information Page


2012

January Vol.51 No.1 o.1

Features & Columns 14 18 22

Setting Up a Google Adwords PPC

28 34 38


18

By John Braun

Combating Mothball Odor By Jeff Bishop

28

The 2012 ICS Truckmount Equipment and Accessories Guide By Jeffrey Stouffer, editor

The Phenomenal 747 Business Model – Part I By Howard Partridge

42

Water Damage Restoration and Meters: Where Do I Go From Here?

38

By Gordon Hanks

42 46 48

Creating Adjuster Cheerleaders – Part I By Steve Toburen

Game Plan: Dry Soil Removal

Departments

By Noel Frank

Love Those Dry Erase Boards By Dave DeBlander

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

6 8 10 11 12 45 50 52 54 55 56 57 58

Editorial Comment eRants & Raves eMedia In My Experience News, Views & Events Advertiser Index Buyers’ Marketplace New Products & Technologies Must See Product Gallery The Clean Trust News CRA News SCRT News CFI News

ICS CLEANING SPECIALIST (ISSN 1522-4708) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2012, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

4

Cleaning Specialist | January 2012

Every Carpet Cleaner’s Dream

Having a cleaning solution combination that can clean commercial and residential carpet is no longer a dream. Bio Break and Point Blue is the premium solution to the age old desire of every carpet cleaner; to have a cleaner that can handle the extremely dirty commercial jobs, but gentle enough for residential carpets. Better, safer and more economical, Bio Break prespray and Point Blue emulsifying rinse give the combination cleaning of your dreams.

www.bridgepoint.com | 800-658-5314 | Available at www.interlinksupply.com


Editorial Comment

®

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

By Jeffrey

Stouffer

Leading the Way in 2012

F

or a long time, we reserved this space each January to recognize the columnists and contributors who help make ICS the industry leader it is. The past few years, however, I’ve been remiss, running down topical issues and industry trends instead of giving out the kudos they most definitely deserve. But not this year. Today, it’s with great pride and pleasure that I introduce the men and women whose tireless efforts and insights make them an indispensible part of the ICS family.

Jeff Bishop

Gordon Hanks

Rx for Restoration

The Gadget Man

Dave DeBlander

Howard Partridge Building a Phenomenally Successful Business

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

John Braun

CORPORATE OFFICE: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 www.bnpmedia.com

Aaron Groseclose

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

The Rug Cleaning Specialist

AUDIENCE DEVELOPMENT Audience Development Specialist ] Christina Gietzen Multimedia Specialist ] Alison Illes Corporate Audience Audit Manager ] Catherine M. Ronan

Stanley Quentin Hulin

Steve Toburen

Ruth Travis

Hard Floor Maintenance Opportunities

To Your Success

The Inspector Knows

BNP Media Helps People Succeed in Business with Superior Information Single Copy Sales Ann Kalb Tel. (248) 244-6499, Fax: 248-244-2925 E-mail: [email protected] List Rental Postal contact:

Noel Frank Coach’s Corner

Here’s to them, here’s to you, and here’s to a great 2012! 6


Sr. Account Manager ] Kevin Collopy Phone: 845-731-2684 Toll Free: 800-223-2194 x684 [email protected] Email contact:

Sr. Account Manager ]Michael Costantino Phone: 845-731-2748, 800-223-2194, ext. 748 [email protected]

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Promo Code: IC1211A

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

Injured

Ahh…I May Have a Problem OK, this seems totally weird to me…I was cleaning a cgd carpet at a real estate office and I had to pull out an extra 50’ of solution hose that I normally don’t use. The quick disconnect was leaking a little bit, but I didn’t notice for about 20 minutes. I threw one of my walk off mats under it, to absorb the water until I backed my way our far enough to move that section outside. Here’s the weird part. When I moved it outside I noticed there was some color loss where my quick disconnect was sitting on my walk off mat, and then I noticed that it was also on the cgd. I hadn’t cleaned this area or put any chemical on it at all. So there was just some hot water from the leak and the quick disconnect. Is there any way this would cause color loss, or could it be something else, both carpets are a green color and the bleached out area is whitish or yellowish? The quick disconnect is brass. WTH?

–tman

Employee?

He is a son of my neighbor, just helping me out p/t. He has had a bum knee since 2004 from a prior incident, and he hurt it again Halloween when he was hooping it up. He hurt it yesterday while working with me. He is a 21-year-old kid and don’t think he will pull any work comp stuff. Talked to him today and told him to get a doctor authorization to see if he can even work ,and to take tomorrow off to rest it. I don’t want any problems; what would u do?

Insurance for Work Trucks

– Brian M.

It’s time again to review our insurance for our trucks, but from what the insurance companies are saying, they will only cover a vehicle for actual cash value, not replacement cost. The inland marine coverage is good for the truck-mounted equipment. So if we lost our older van, we would get next to nothing to replace the van, even though it’s in pristine condition both inside and out and runs great. We often hear from our clients “Oh, did you get a new truck?” Having only two trucks, if we lost one in an accident, that could hurt. I talked to State Farm and Progressive and I’m getting the same answer. Does anyone have a solution for this problem? – Rick A.

Ooops... Guess They Should Have Pre-swept

Stainless Steel

Spots on Appliances

Did a tile job yesterday. Everything went fine until today, when I was told that her frig, dishwasher and stove had spots from our pre-spray. It was an alkaline cleaner. She and I tried standard stainless cleaner, but it didn’t work. She says abrasives cannot be used. I know I should have protected the appliances, but anyway, has anyone successfully removed these spots?

– Mario P.

Calendar of Industry Events Conventions & Trade Shows

The job I’m cleaning tomorrow has a funny story to it. The man and wife had

Jan. 17-19:

one of their children living in their basement, as well as their grandkids, and when the kids moved out they forgot to take the bed bugs with them. So an exterminating company came in and cooked the inside of the house and took care of the bug problem but left another. The exterminators didn’t pick up the crayons, and now there are 5 or 6 crayons melted into the Berber carpet. Hopefully it won’t be that big of a deal getting them out.

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

– 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


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.


ICS eMedia An Offline Look at What’s Happening Online

Show Them the

For more go to www.icsmag.com

Money!

Target

I have a business mentor and neighbor who always inspires me when we get together, and he gives me great ideas and sound business principles. He is also very rich. I check his mail for him since he is very rarely at his home in our neighborhood. He has three other homes, all paid for with cash, and one that he has only been to twice in six years. Last year I called him up to tell him there was a check from the IRS and he told me to open it up. It was a check for $400,000. Last Thanksgiving he was in town and I took him another IRS check that had been in his mailbox. When I gave it to him, he opened it and nonchalantly said, “Hey, look at this.” It was a check for $2,300,000! — From the Web Exclusive Feature “How Do I Pay My Employees?”

Embrace the

Change

When I do workshops, I ask the audience, “Why do people resist change?” I get a lot of great answers like: “It’s against our human nature to change,” “It’ll be a lot of work to change so it’s easier to do nothing,” or “Fear of the unknown”. After many years of being the Agent of Change at my own company and now at many companies I can tell you the #1 reason I find people resist change… “It’s the Fear of Failure!” They can absolutely hate what they are doing or what they have to deal with at work and you can offer them something that should be obviously a better way. However, invariably the unspoken resistance built up by their own fear of failure finds a way to rear its ugly head. “Fear of Failure” is a powerful force.

Your Message, Take Aim at Your Market E-mail marketing is wonderful. It’s cheap, it’s super effective and you can use it to keep in touch with your most valuable asset: your prospects and clients. You can send professional-looking e-mails to your client base for very little cost. There are even some companies that allow you to send mass e-mails for free. But before you can take advantage of this great cost effective tool, there are a few things you need to know about e-mail marketing to keep yourself out of trouble.

— From the Web Exclusive Feature “Why Email Marketing is so Wonderful”

Editorial Reprints

— From “Culture of Change” on the ICS Blog Spot

Leather:

The Lucrativ e Item You May be Missing !

Lonnie McDonald

IICRC designations is founder and president of Textile Care of Master Textile nior Carpet Group/LeatherPro! Cleaner, Master Inspector. He He holds the Restorer Fire sits o¬n various o¬n the American & Smoke and IICRC Technical Home Furnishings Practicing Seis one of the Alliance committees Advisory Committees, founders and and also a past president o¬n Leather He is an IICRC-approved Care and Labeling. serves of the Low Moisture instructor and Lonnie moisture processes. Carpet Cleaners industry-recognized E-mail him at [email protected] instructor in leather Association. care and low .

24

McDonald 0410

What It Takes to be a

H

Success

ow is your knocked down? ability to get back up after you you grief and Is there an area in your business have been problem and headaches? Are you that gives determined come up with to tackle the a solution? Is there a referral

By

I

Lonnie McDonald

n an economy where every penny counts, why not Missingg or walking look ok at the high-end alking past leather high e d textiles te til you may is easy. Ever buy a car and be missing? hides was the length then notice how For several years many m of the same make, useable. The natural of time they were I have taught model and color IICRC Leather the decaying process r you see? It’s the same Cleaning Technician would set in, and with leather. Course. Without they simply did How can understanding last. Over time fail, in every not someone tells class people found leather help you see more leather? h me they “just several ways to to slow the decay don’t see that much leather,” process down, m ing you cognizant It will start makincluding various when, actually, eyes just aren’t your oils, the sun and more you understandthat it exists. The T conditioned to nin from the bark tanthe textile and see it the facilities and of trees trees. come acquainted behouses you clean: in Leather th with it…the more that has been correctly 1. Over 30% of will see it you tanned all the upholstered it. Y and finished is You will see it in resistant to humidity, furboardrooms, niture ccurrently hospitals, hotels, temperature and made is leather! airlines, 2. If you are in bacteria. The and more. It’s everywhere!homes, offices 1,000 homes a major enemies of leather year,Specia listt are sun rot and atpecia least 30% should Cleaning Specialist S Leather leaning ing out. is a natural material, dryhave he Rug Clea The some leather, right? That means the hide of a mammal, For two centuries you could have bird, fish or reptile 300 or more homes leather production has been made that with some leather. methods did not pliable and resistant 3. On average dramatically By Aaron decay through to I hear from 5 to change, but in the last a process known 10 stu50 years or so, dents a year about as ning. Leather synthetic Groseclose tanning agents how they now is one of the oldest tanand oils have realize just how much strongest and become commonplace. fibers known to man that, been walking past leather they had when correctly without giving treated, is among it a second thought. most long-lived Transpiration natural substances. the of Master One of the early Groseclose is president LeatherAaron concerns with animal has the than 20 years experihas more to absorb Blend, andability release moisture He is a senior industry. and cleaning the in through ence its has three-diled many carpet, and

1 2 3

Cleaning Specialist | April 2010

carpet inspector rug, leather and comupholstery, Oriental worldwide. Aarmercial cleaning seminars of the Master Rug on is also co-developer

30% Cleaner Program. of upholstered address is [email protected] furniture His email is leather

There are three classifications of leather There are five key identifiers

Illustration I

F.indd 24

Carpet oven Ca Woven W ne--Wov hine chi Machinetate States d St ted nite United eU he in the

By

rugs as well as budget into very expensive area

d fabricated of how they are Dave -woven carpet can be Machine-woven a good understanding ug Specialist should have Rug o the Ru So DeBlander coverings. industry. verings. S

floor source that off a great American you really e background o want to give not going ed and a bit of the e produced to quit you business ability to persevereuntil they start to and you are more were more carpets were give you business? the carpets and the perfected and in the face perfected the success weave, reversfl at w of adversity Your you seek. affordable. Ingrain carpet is a flat and affordable. is key to achieving consistent and consistent Examining rst woven in first fi mber of significant manufacnumber Wilton-constructthis and a ible floor covering. It was carpet isis aa Wilton-constructBrussels carpet Brussels produced few other areas about your in 1735, and loop with aa loop turers in the United States II) with company and Kidderminster, England can (Illustration II) rugs carpet (Illustration ed carpet ed level of success. be quite revealingwool hand-knotted erminster,” innd-knotted carpets and capi“Kidderminster,” the capifrom the name from its name became known as “Kidde takes its and takes pile and pile mid-20th cenConsistenc e term ingrain were there were from the late 18th to the 1880, there By 1880, grain or Scotch carpet; the y Belgium. By of Belgium. tal of tal of pile rugs in McDonald’s U.S. U million 40 million tury. Thee manufacturing producing 40 is used most often in the mills producing is a terrific 215 carpett mills 215 you buy a McDonald’s had its oriexample of n in 1791 when William the U.S. bbegan The Bigalow Carpet Co. consistency. square yards. hamburger How about Wherever Sprague started making hand-knotted started in 1838 the 19th cenor fries, it is your operation? gins in the Clinton Co., Until the second half of At this always the same way rugsein same.Your Axminster for every service Are your technicians ssPhiladelphia. and the in Lancaster, Mass., when Erastus and tury, wood floors in finer homes were of cce Success Succ To cleaning policy and to manufacaccording the point, pile rugs in both Europe unattractive, procedure Horatio Bigalow started such poor quality and so and called manual? What to a written company Do you see horse-drawn As U.S. were often hand-knotted about your and contact turer coach lace used in they had to be covered wall-to-wall. where handmarketing? gifts, emails, your company was Axminster, as this was etc. on a consistentreferral sources via carriages. By 1840, the England. marketing visits, cards, carpets and By Steve basis? Many Consistency knotted weaving began in doesn’t work, expanded to make ingrain people say is crucial 19th cenbut they just time or two Bigalow Carto your success In the fi rst quarter of the rather than contact referral referral changed its name to The Toburen carpet procarpet every month, used as loose Machine-woven were 1 carpets tury, U.S. machine-woven These year after year. sources a Co. pet cottage inhas numerous uses duction was only a small rugs as well as fitted wall-to-wall. The Lowell the steamdustry. In the late 1820s Erastus Bigalow developed Dave DeBlander made Mass.) 2 The power loom the first is the business Manufacturing Co. (Lowell, cleaning and Steve Toburen sold his carpet powered carpet loom, making availin Pensacola, owner of a turn-key Co. more accessible carpet and onto carpet restoration business Fl. He is carpet cleaning/restora and retired at the age and The Hartford Manufacturing in1 Perseveranc the Beach the author American-made Brussels (or wherever a Turn-Key Trainof of “How Director produced as serves now He tion 38. 1850s. of Conn.) early e is Job One to Get Off Business.” and you want (Thompsonville, of carpet the Truck com, www.carpetcare You can 90% proable for purchase in the for Success Strategies for Jon-Don’s 3 Today, I). By 1840, reach Dave to be)” and “How and 2 Work hard, as Wiltoning at www.howtogetofto Develop coach.com grain carpet (Illustration Added Service Value theirare tufted gram and created Ingrain slowly lost favor rugs and www.davedeblan the mabut work was fthetruck. seminar. Jon-Don is the exclusmart 1,500 looms were in operation, der.com. Brussels power-loomed productionfor Technicians 3 Appoint someone 16 sive distributor for Steve’s “Winning on the Cleaning jority making ingrain carpet. Specialist Home Front” line of audio customer service | April 2010 you accountable to keep information call (800) DeBlander

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programs. For more 556-6366 or go to Jon-Don’s new information resource for all carpet cleaners, www. StrategiesForSuccess.com Steve welcomes your comments and/or questions at stobu-

April 2010 Cleaning Specialist |

18 0410 F.indd

16

3/16/10 10:57:10 AM

[email protected]

Listen to the client when building your proposal

eps to Ste Steps St even even S Seven S er tthe “Value Shopper” O Over in Ov W Win

Differentiate

of hagglers.” — Heard on a recent news analysis n of We are becoming a nation “W “We

M

re before y mother was a woman befor earlyy her time. As a yyoungg boy in the earl 60s, I was continually mortified aas everywhere, she would ask store clerks everywhere time “Will this item be on sale any tim you soon?” “What if I buy two? Can yo this give me a better deal then?” “So, is thi your best price?” conWhen I begged her to stop the con answered stant “negotiating,” she always answere hurts me the same way: “Steven, it never hur to ask.” great You know what? Mom got some gre deals because she “asked!” Thanks to some major cultural and fficonsum consumnancial shifts, many American co pshopers today have now become “value shop tle little pers.” This new focus on value has litt to do with customer’s actual income or off well-off net worth. Rather, even among well-o home owners it is now fashionable to uld would “ask for a better deal.” My mom wou i di t d! feel so vindicated! 34

So how should you respond to this new Above all breed of price-haggling client? A else, don’t get your feelings hhurt, and don’t get mad! Too many times a carpet cleaner will react emotionally and dump a homeowner into the “price shopper” category when in fact, with a little massaging, they very likely will develop into an excellent client. Another trap that many carpet cleaners fall into is justifying their pricing structure. Pay strict attention here: your customer doesn’t care about how your fuel costs/workers’ compensation/ chemical prices/employee’s wages and/ or the pprice of a Starbuck’s soy latte have price! in price! skyrocketed in recently skyrocketed all recently all comparing avoid isis comparing to avoid sure to be sure Finally, be Finally, comthe comto the techniques to or techniques company or your company your want doesn’t want homeowner doesn’t The homeowner petition. The petition. psi 400 psi at 400 clean at you clean how you about how hear about to hear to exlow-pressure exuse low-pressure cleaners use B&S cleaners while B&S while subjectbe subjectto be want to they want do they Nor do tractors. Nor tractors.

ed to your rant about your high quality versus the competition’s bad quality, sleazy business practices and/or marginal technicians (all of which may be true, but your prospect will view these tactics as defensive posturing on your part!). Here is the good news: when a client asks you for a better (lower) price, they in fact are saying, “I want to buy from you! All we have to do now is negotiate a bit.” If your prospect doesn’t want to do business with you, they will dump you and the conversation very quickly.

1

Stay objective and keep your emotions in check

2

Your client wants to feel in control

3

Remember to ask Valid Business Questions

IIn nM Myy Ex Experience… xperien

Cleaning Specialist | May 2010

Yourself from the Pack

I

One of the biggest things to remember in advertising is “Do Something Different.” You don’t want to be viewed as just another company sending out junk mail. Homeowners get lots of junk mail every week. Getting a postcard from you doesn’t excite them—even if the offer is 10 rooms of carpet cleaning for $29.99. The competition is fierce. You’re competing with everyone else that sends your prospect mail. What are you going to do to get their attention? If you send a personalized mail piece to someone, you could be the only person sending them personal mail that day. How likely will it be they open your mail if it looks like a personal letter? Pretty likely. They may even set the all the other bills and junk mail to the side so they can sit down and read your letter if you do it right. Otherwise, your mail stands high risk of getting thrown in the trash before it even gets opened.

— From the Web Exclusive Feature “Try This With Your Next Mail-out” 10

Cleaning Specialist | January

2012

Rem emb me!b be e er r Where You Are! Byy

ng 101: Thermal Imagin Me?

Gabriel Peretti

f you’re good at what you do, the more repeat customers you’ll have. Some guys have been cleaning for clients for 15, 20 years or more, and you can end up building some pretty good relationships. But even then, when you’re working, you need to think about where you are, why you’re there and what you’re doing. Recently a friend told me a story that reminded me just how important this is. A cleaner is finishing up a job for a new client, a referral job, when the client tells him she’s found some ‘spots.’ She says they weren’t there before, so he obviously must be the cause. They look likee bleach sspots to him, and he tells her, politely, tha that he doesn’t use any bleach formulations when he works; formulation perhaps her houseke housekeeper uses some when she comes and ccleans? The client tells him that’s impos impossible, that there isn’t any bleach in the house. While the client’s off looking at the rest of the job job, he goes down to the utility room, ope opens the cabinets by the sink and, low and behold, there’s a bottle of bleach. He tak takes it upstairs and shows it to the client. She looks aat the bottle, looks back and him and asks, “What the hell do you think you you’re doing going through my cabinets?” The client contacts you, contracts you and invite invites you into her home, but never forget, itit’s her home. Just because you were you were aske asked in doesn’t mean you have the run oof the place. Always, alwayss ask ways ask permis permission before opening any doors or doors or cabine cabinets, or entering any area that has that has even even th the slightest potential of being “off being “off limits limits.”

Gabriel Peretti is owner and

For How Can It Work

of the Carpet and Fabricare president of Reseda, Calif.-based CleanCrafters. CleanCraffters. A past Institute, Gabriel has president pr 1985, and holds numerous been involved in the cleaning cle leaning indust IICRC certifications, industry t ry since Byy including CCT, CMT, ASD. He has successfully T, RCT; W WRT, RT, AMRT, M completed hundreds MTC TC and of water-damage restoratio more than 2 million restorations, square feet of carpet. ons, and has cleaned E-mail Gabriel at [email protected]. ti@cleanc crafters.com m.

12

Joe Anders

Cleaning Specialist | May 2010

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30

2010 May 20 i Specialist | Cleaning

PM 4/16/10 4:23:18

Jennifer Allen Reprint Manager Phone: 800.835.4398 x 2214 Fax: 818.224.8042 Email: [email protected]

In My Experience…

What To Do When You

Damage a Textile Byy

W

e go to great lengths to avoid damaging our customer’s items. We strive to gain all the knowledge about every textile we can. We attend certification classes, clean millions of pieces of upholstery and read every cleaning recommendation label. We choose our chemicals and products wisely. We plan out every step and every move in the home to be careful. However, there will come a time when you will damage something. The damage could be a piece of upholstery that you failed to test properly and stripped the color or shrank the fabric. It

Marcus Taylor

could also be a tear caused by the metal handle of your upholstery tool trigger. Whatever the case, it’s not the end of the world as you know it. That’s hard to believe when your stomach drops in that moment. Just remember, though, how the situation is handled separates the true professionals from the wannabes. The first action you should take is to be honest with the customer. Let them know what happened. A customer will respect your honesty. If you tear the cushion, let the customer know right away. If you stripped the color on a sofa, let the customer know that an unfore-

seen result has appeared to occur. Timing is important. If the customer notices it before you notify them, then it can appear as though you didn’t care or notice, both of which make you look less of a professional. Next, apologize and affirm that you and your company will make this right. This is where the wording is important. Making it right does not always mean complete replacement or compensation. A tear may be repairable. Color migration may be correctable. As proud as you may be, it is important to be humble in these moments. There are too many different situations for one person to have witnessed them all. So this is where you call an industry inspector or a consultant to get a report on the piece. This is going to take at least another appointment set up with your customer. This is not ideal for them. Do something for them in response to this. Buy them a gift certificate to a local restaurant, or credit them on another service. Be upfront about the inconvenience. Apologize for the situation and offer the gift. Best case scenario is that your inspector or consultant has a solution to repair or correct the damage. Your customer’s piece is saved and you can move on. However, if there is no method for repair, then you must own up to it. Replace or compensate for the damage through your insurance or out of pocket. Chock it up to training. Make sure you learned from the situation to avoid it in the future. Most important is that you stood up to your damage and took care of the customer. That customer will continue to call you for your services knowing that you are a responsible and caring company that stands behind your name and services even in times of trouble.

Marcus Taylor has been working in the industry for more than 5 years. Currently the Cleaning Department Director for the Plainwell branch of Modernistic, a large cleaning and restoration company headquartered in Troy, MI. He is a CleanTrust/IICRC certified Master Textile Cleaner and serves on the CleanTrust/IICRC Education Committee. You can reach him at (800) 627-5080 ext. 116 or [email protected].

January 2012 | www.icsmag.com

11

News, Views & Events

DRC Show now Property Loss & Restoration Expo DRC Services Inc. announced that it has changed its trade show name to PLR Expo effective immediately. Along with the name change, the new PLR Expo has adopted a new look and logo. The new name and look captures the company’s approach to reflect the direction of the logo. All core elements of the show will remain the same. The 2012 PLR Expo, scheduled May 16-17, at the Fallsview Casino Resort in Niagara Falls, Ontario, Canada

Inspections 2012 to be held at Surfaces Inspections 2012 announced today that the program for this year’s two-day symposium for the floor covering and inspection service industry is set to be held at the Surfaces Convention in Las Vegas, January 23-24. The Symposium will be held at Mandalay Bay and is an opportunity for floorcovering inspectors, retailers, retailers, distributors, manufacturers and others to update their skills, learn some new techniques share and network with others in the from their industry and hear the latest information available on carpet and hard-surface flooring.

Cronin named National Accounts Manager for Tacony Tacony Corp., has hired a new national account manager, Patrick Cronin, to represent three of the company’s key product lines: CFR, Tornado, and Powr-Flite. Ken Honaker, vice president of sales for Tacony, said, “Patrick knows our industry inside out. He understands the end user, listens to their needs, and finds ways to meet their cleaning challenges. Ultimately, that’s what Tacony’s commercial cleaning division is all about.”

Delmhorst launches newly designed website “This redesign is the culmination of our effort to create a visually striking, user-friendly experience, consistent with the standards of quality that we have delivered for over 65 years,” said Paul Laurenzi, VP of Sales & Marketing at Delmhorst. “The modern and intuitive user interface allows for quick and easy navigation to information on our full line of moisture meters and accessories.” Other improvements include an integrated search feature, font size adjustment, print optimization, email to a friend, and links to industry association partners.

SteamMaster Golf donates $20,000-plus to local non-profit and charities The 7th annual SteamMaster Golf tournament gave $20,565.84 to its beneficiaries. Recipients of this year’s event were Vail Valley Charitable Fund, Minturn Community Fund - Family Emergency Fund, Vail Symposium and the Matthews Family Education Fund. The tournament was founded and organized by SteamMaster Restoration and Cleaning in memory of Kim Matthews, their marketing director, who died of cancer in May 2005. “We sincerely appreciate and thank all our sponsors, silent auction donors, golfers, volunteers and well-wishers for a successful 7th year,” says Gary Gilman, president and owner of SteamMaster. “We will continue with our efforts to give back to the community in years to come.”

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The industry’s only 10 year warranty Every new Butler System is warranted for 10 years at no additional cost. There are no limitations on machine hours and the warranty may be transferred at no charge. Warranty coverage includes all major components: the Shaft-Drive System, High Pressure Pump, Detergent Injection System, Vacuum/Blower, Heat Exchanger, Fresh Water Holding Tank, Recovery Tank, Vacuum Hose Reel, Pressure Hose Reel, Holders, Racks, Trays and Shelving, etc. No other truckmount is simpler to operate, more reliable, easier to maintain, lasts longer, demands a higher resale value, is sold with a “Buy-Back Guarantee” or is manufactured to a higher standard than the Butler System….none!

The Butler System $23,995.00 Factory installation included.

Please call 800.535.5025 for your FREE 92-page color brochure or visit us on-line at butlersystem.com

Terms and conditions apply. Price includes all Butler System Standard Features and Amenities. The Butler System price will vary when installed into cube vans and trucks. Ad approved for publication December 2011.

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Setting Up a

Google Adwords PPC Campaign

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ast month I began a new three-part series on Adwords and your pay-perclick campaign. We identified what it was, when to use it, when not to use it and how it can help cleaning companies. Now we’re going to get right into developing your Adwords ad campaign. At least half of the cleaning compa-

nies I consult with have big mistakes in their Adwords accounts. These mistakes cost an average of $50 (and sometimes much more) per month in unnecessary Adwords cost. Follow this article closely and you may save serious money. The first thing you’ll need is a free Google account. If you already have a

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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By

John Braun

Google account, you can use your existing account. Simply type into the Google search bar, “Adwords.” From

1

Be careful to avoid common mistakes

2

Remember to name your campaign

3

Be succinct; you’ve only got 95 characters to work with


Setting Up a Google Adwords PPC Campaign

Continued

there you’ll be taken to a page where you can enter your existing Google login or create a free new account. Next you’ll be taken to a somewhat complicated looking page where most beginning users get confused. Here’s a step-by-step breakdown of your initial campaign set-up:

Name Your Campaign Name the campaign something you’ll be able to identify your ads with. One easy way is to name the campaign by the city you are creating the campaign for. If you have more than one city, you can create a different campaign for each of city. This is one way to help you target your ads to specific cities and services.

lanta” may see your Atlanta-based ad even if they are physically located in Florida.

Networks and Devices This is perhaps the biggest mistake. You’ll surely want to choose the network by clicking the “Let me choose” tab. From here, your best bet is to only choose “Google search.” This will only allow your ads to show up in the Google search instead of on other local websites. The Google search is where your prospects go when they are ready to hire a cleaning service, so that’s where you want to spend your entire budget.

Bidding and Budget As I mentioned in last month’s article, a large factor of how high your Adwords ad ranks depends on the amount you bid. At first, you’ll want to bid low. It’s not a problem if you don’t get clicks right away. In fact, it’s possible you may not get very many clicks when you begin this test. Then you’ll bid your price per click a little higher until you find the right balance in bidding low enough to get the clicks you want. How much of a bid per click should you start with? It really depends on the competition in your city. If you’re in a small or non-competitive city, try bidding $1-$2 per click. In medium competitive areas try $3-$4 per click. In large competitive areas you may want to start at $5 per click. Costs per click for services like “Water Damage” may be $10 or more in some cities. You should start on the lower end and increase your bid price later if needed. Your budget should reflect what you want to spend per day on this particular campaign. Keep in mind, if you are setting up multiple campaigns, you’ll need to take into account all of your campaign budgets. They add up.

Ad Extensions Locations and Languages This is where you assign the city you want to target. In the locations area, enter the city you want to target with this campaign. In a separate campaign you can target another city. You can either type your city into the form or click “show map” to specify a particular area of the city. Your ads will show up only for people who are searching in this city and for people outside the city who Google search for the specific city keywords. For example, people in Florida who search “Carpet Cleaning At16


Should you do ad extensions? It depends on whether or not any of the extensions are useful in your own situation. For instance, if your address were in the city of Atlanta and your Adwords campaign targets Atlanta, it would be a good idea to extend ads with location information. However, if your address is 50 minutes outside of Atlanta, the ad extension showing your location information may hurt your response. And if you answer you phones live during business hours, you may want to extend ads with a phone number. But

if you don’t answer live, it may only cost you money. The thing about ad extensions (like your Google Adwords ad) is that you pay for the click regardless of whether the prospect hires you or not. Think about whether or not your response and quality of leads will be improved by using the ad extension.

Create Your First Ad Group! In Adwords, you have two main categories: 1. Campaign- The settings for your group of ads (as we set up above) 2. Ad Group- The group of ads within your campaign For each campaign, you’ll create a set of ads. Let’s say for instance you create a campaign for Atlanta. Within that campaign you’ll create ad groups that target only the Atlanta area. Some ad groups could target carpet cleaning, while other

ad groups could target another service like water damage or tile cleaning. And then you may have an additional city to target, like the city of Marietta. Simply create a separate campaign with ad groups under that campaign for each of your services.

Writing Your Adwords Ad What do you say in your ad in such limited space? This gets complicated. You want to call out your prospects and identify with them. Then you want to give them a benefit that no other ad gives them. You have to do all this in 95 characters or less! As with all advertising, first decide

your target market. Then decide what you want to say to them. Here’s an example of an ad targeting move-ins and move-outs: In your headline, call out the prospect. If your ad group is targeting the keywords for “carpet cleaning” in the Atlanta area, you may want to say something like, “ATL Clean Carpet Today.” The search was for “Carpet Cleaning Atlanta,” so using the ATL abbreviation is short and identifies with Atlanta residents. For the description lines, give benefits and call the prospect to action. In description line 1, say “Call 757-4333333 Now For Appointment.” In description line 2 say, “20% Discount For Empty Home/Office.” Next month I’ll give you more examples of Adwords ads that pull in your prospect. As well, I’ll go over the best keywords for cleaning companies and show you how to properly monitor your Adwords campaign for maximum bang.

If You Think You’re The Best- Join The Best! Team RYTECH National Expansion Exclusive Major Metropolitan Territories Still Available!*

Water Damage Restoration & Mitigation Specialists Major Insurance companies recognize the innovative, high-tech, cost-effective approach to Water Damage Restoration developed by Team Rytech. We are looking for the best contractors in key markets ready for business and ready to join Team Rytech’s national network.

WE OFFER s Large, Exclusive Territories s National & Regional Accounts s Comprehensive Ongoing Training

s National Marketing Staff s Industry Leading Technology s Centralized Administration

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For More Info, Call Toll Free:

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Or Visit Us Online At:

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Circle 11 on the Free Information Page January 2012 | www.icsmag.com

17

Rx for Restoration

By

Jeff Bishop

This article is excerpted from Comprehensive Deodorization and Decontamination (rev. 2011), published by Clean Care Seminars, Inc. Jeff Bishop, international trainer and author, serves as Technical Advisor for the Society of Cleaning and Restoration Technicians, an international trade association. Reach him at www.cleancareseminars.com.

Combating Mothball Odor Every year, we get calls from cleaners or consumers wanting to know what to do about mothballs or flakes that were used in excess.

U

sually, these situations evolve from fear of damage that might be caused by moths, beetles, silverfish that feed on protein fiber in silk or wool clothing or rugs. They also are used in attempts to keep squirrels, snakes or other non-domesticated animals out of attics or crawlspaces. Where a few mothballs or flakes would do the job, these well-intended but overzealous consumers toss in two or three boxes of the material. Whoa! Talk about odor! High concentrations of mothball vapor can cause respiratory irritation. Ingesting mothballs, especially by small children,

18


can cause serious illness or even death. When consumers can no longer tolerate the overwhelming mothball odor, they usually call a professional, who’s supposed to have a magic bullet for relief. Tain’t that simple! So what’s in mothballs? The original chemical used for mothballs is naphthalene, a combustible dry solvent. An alternative formula for mothballs contains 1,4 dichlorobenzene. Both produce the strong “mothball” odor. Some formulas even contain a little camphor, which has been used as an insect repellent for years. The vapor released from mothballs over time as

they sublimate (change from a solid to a vapor without going through a vapor

1

Excess mothballs can create excessive odor

2 3

Remember your PPE Ventilation is key to success


Rx for Restoration

phase) can kill insects, silverfish, larvae or other small pests. So just what does a professional deodorizing technician do when excessive mothball odor is encountered? Before discussing procedures, let’s go back to the basic principles of deodorizing… again! Remove the source as practical. Collect the mothballs that are lying around or

Floor Floor Covering (Carpet) Inspectors Symposium Brought to you by: LGM & Associates and Textile Consultants, Inc Produced by Meetings and Events, LLC and Hanley Wood

At The Mandalay Hotel & Casino, Las Vegas, Nevada January 23 & 24, 2012 from 9:00 am to 5:15 pm What Will Be Presented? Carpet Inspections x State of the Carpet, Installation, Inspection and Cleaning Industries x What is New in the Carpet Related Industry? x Introduction of the Draft IICRC S800 Standard And Reference Guide for x x x

Professional Carpet Inspectors Onsite Carpet Inspections, How to logically simplify the process. Field and Laboratory Testing—How to perform (hands-on) and how to order lab testing properly without spending more than the budget. Introduction of the Draft IICRC S600 Carpet Installation Standard and Reference Guide for Professional Carpet Installers. How to Write a Residential and Commercial Carpet Inspection Report.

x Hard Surface Flooring Inspectors x State of the Hard Surface Floor Covering, Installation, Inspection and x x x x x x x

Cleaning Industries. Substrate Issues Adhesive Issues Wood Flooring and Laminates Issues Ceramic Tile Issues Vinyl, Rubber, Lino Tile and Sheet Good Issues Hands-on Cleaning and Maintenance Issues How to Write a Hard Surface Inspection Report.

Who Should Attend:

Speakers Include:

Professional Floor Covering Inspectors, Retailers, Distributors, Manufacturers, Installers, Specifiers, Architects, Designers and, Related floor covering interests.

Lew Migliore Larry Cooper Carey Mitchell Barry Costa Donoto Pomp Dane Gregory Christopher Davis Lee Phillips Benny Woods Jeff Bishop Dave Horan

Don’t delay registering for this important event, as space is limited. Call us today for more information, 303-469-0306 x 104 or go to www.floorcoveringinspectorssymposium.com for pricing and hotel information. Circle 20 on the Free Information Page 20


vacuum up moth flakes or crystals, as practical. Clean surfaces affected by direct contact with the mothballs, as practical. Basically, a general purpose cleaner or “wall-washing” formula, with a little fragrance added, will do the job of cleaning minor residue from mothballs. Recreate the conditions of odor penetration with an appropriate odor counteractant. Since mothballs are organic chemicals, ozone gas is especially appropriate for use here. Seal surfaces as required. Seldom do we have to employ this principle, but it should at least be considered. All four deodorizing principles should be very familiar to professional cleaners or restorers by now. Actual procedures for mothball odor include, but are not necessarily limited to: • Communicate with property owners to ascertain exactly how the mothball application occurred. • As an engineering control, ventilate the affected area. Don’t hesitate to uses vent fans in the structure as well and, weather and security permitting, open windows and doors as appropriate. If it isn’t practical to open affected areas for ventilation, use a negative air machine (NAM), which exhausts to the outside of the building to produce negative pressure within the work area and confine the odor. • If the affected area is one or two rooms in a house, it may be prudent to contain that area with four-mil polyethylene plastic sheeting, and place the containment under negative pressure. • Protect yourself. Neoprene gloves and an organic vapor respirator, at a minimum, are appropriate. • Considering deodorizing principle one above, collect and remove all the mothballs you can locate, or vacuum up flakes or crystals. It’s a good idea to exhaust the vacuum outside the work area, since air passing through the vacuum will increase odor in the work area. Of course, empty the vacuum’s collection bag or chamber soon after

vacuuming is complete. • It may even be prudent to remove affected insulation in attics, or on ground soil in crawlspaces when moth flakes or crystals are used extensively. Use professional judgment here. • Consider cleaning affected and surrounding surfaces (e.g., walls, fixtures, flooring – especially carpet) in the affected area, as appropriate. A general-purpose cleaner or wall washing compound with general-purpose deodorant added can be used on minimally or non-porous surfaces, and fabrics can be cleaned with appropriate cleaners as well. Hot water extraction is recommended on fabrics. • Air out the area, turn off vent fans and, after about 30 minutes, “sniff out” the area to see if the mothball odor has been diminished. In severe odor situations, it may be prudent to confine the area and set up an ozone generator for 24-48 hours. Mothball odor is organic and ozone is a powerful oxidizer of organic malodor. Remember that mothballs produce a chemical odor, rather than microbial odor, so sanitizers or disinfectants will be of little use here. • After appropriate time, turn off the ozone unit and aerate the area for 10-20 minutes. Then, turn off vent fans and close up the area for 20-30 minutes. At that point, technicians should enter and “sniff out” the area to see if the odor has diminished. • If the mothball odor persists, continue with ozone application, followed by ventilation and evaluation until the odor level is acceptable. Eventually, this odor will dissipate. • Depending on the time of the year (summer or winter), an alternative or supplement to using concentrated ozone is to ventilate the area continuously for a few weeks until the mothballs sublimate or dissipate completely. Obviously, hot weather conditions speed sublimation, while cold weather slows it. But continuous ventilation is the key to success here. • When the mothball odor is substantially diminished or eliminated completely, it may be appropriate to leave a time-release deodorant in the structure’s HVAC system to provide a pleasant residual fragrance. Probably the greatest source of concern and expense for consumers is damage caused by moths on high-value wool or silk area rugs. There are time-tested chemical compounds designed to inhibit and retard wool disintegration from organic sources, such as moths or beetles. These products (e.g., Fabpro’s Wool Protector) contain magnesium silicofluoride, which is a poison. However, deodorizing technicians should not make claims about these products’ ability to act as a pesticide. Pesticide claims require government testing and registration, which is a prolonged and expensive process. Circle 3 on the Free Information Page January 2012 | www.icsmag.com

21

Truckmount Equipment 2012

& Accessories Guide

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elcome to the 2012 Truckmount Equipment & Accessories Guide, the cleaning and restoration industry’s premier truckmount specifications resource. This is where you will find the cornerstones of the truckmount industry. The listings found here are manufacturer supplied, as are any claims of performance or standing. For detailed listings of makes, models, accessories and more, go to www.icsmag.com and click on “Truckmount Showcases,” where you’ll find every detail your heart desires. For additional information, contact the manufacturer. From accessories offered, blowers used, disposal systems included and filtering systems employed, to information on holding tanks, solutions pumps, vacuum hoses and prices, we’ve worked to make your search for your new truckmount as painless as possible.


2012 Truckmount Equipment & Accessories Guide

Butler Corp., The 251 Moody St. Ludlow, MA 01056 Phone: (800) 535-5025 Fax: (413) 589-9344

The Butler Corporation, located in Central New England, has been manufacturing the Butler System, for over 30 years and is recognized for quality, value and exceptional customer service. The Butler Corporation is the only manufacturer in the industry to provide factory-direct sales, service and support, a 10-year warranty, a buy-back guarantee, factory reconditioned Butler Systems and a large selection of vans, cube vans and trucks. The latest technology, combined with the company’s tradition of hands on craftsmanship, truly defines the Butler System. No other cleaning machine is simpler to operate, easier to maintain, more reliable, lasts longer, or has a greater resale value. SEE OUR AD ON PAGE 13

Priced for profit... Built for Productivity.

Century 400 325 S. Price Rd. Chandler, AZ 85224 Phone: (800) 752-1777 Fax: (480) 786-5724 Email: [email protected] Web: www.century400.com

Cleanco Truckmounts Esteam Manufacturing Ltd. 3750 19th St. N.E. Calgary, AB T2E 6V2 Canada Phone: (403) 291-7050; (800) 653-8338 Fax: (403) 291-0546 Email: [email protected] Web: www.cleanco.com

Dri-Eaz Products A Legends Brand Company 15180 Josh Wilson Rd. Burlington, WA 98233 Phone: (800) 932-3030 Fax: (360) 757-7950 Email: [email protected] Web: www.dri-eaz.com

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The Century 400 Avenger 550 and 600 truckmounts are the affordable choice for professional cleaners who need a fully featured truckmount in a simple-to-use, down to business machine. Youíll find generous heat and powerful vacuum in these single wand workhorses. Built with the finest quality parts and components, the Avenger truckmounts are reliable and economical to operate. Century 400 is part of KÄRCHER North America.

Cleanco Truckmounts, a division of Esteam Cleaning Systems, has been providing the cleaning and restoration industries quality direct drive extraction systems since 1977. The Compact series of Cleanco Truckmounts excels compared to other brands in its class for power, heat, fuel efficiency and whisper quiet operation. In as little as 25î of space, a Cleanco Compact produces between 390-560 CFM, up to 240F working water temperature and consumes only 1.5 gallons of fuel per hour. Available in three models, Cleanco Compact Truckmounts are built with the finest components to work day in and day out for you and your business. Also under the Cleanco brand are two Slide In truckmounted extractors: the Charger II and Cruiser. These units offer between 18-25HP and provide maximum heat without having to bypass water to the waste tank. Cleanco Truckmounts’ parent company, Esteam Cleaning Systems, manufactures portable hot water extractors, chemical solutions and a full line of complimentary accessories for the professional carpet cleaning and restoration industries. SEE OUR AD ON PAGE 23

Dri-Eaz Big Gulp truckmounts simplify extraction while they maximize water removal on flood jobs. Choose from the Big Gulp 3500, with its narrow footprint and premium components, or the Big Gulp 4500, the ultimate extraction powerhouse with 16 in. Hg, flows up to 708 CFM and two 2.5-in. vacuum ports. With their simplified operation and maintenance, Big Gulp flood extraction truckmounts are perfect for water damage jobs. Designed and engineered by truckmount veterans and constructed with premium quality components throughout, Big Gulp truckmounts will provide reliable service for years to come. SEE OUR AD ON PAGE 25

HydraMaster 11015 47th Ave. W. Mukilteo, WA 98275 Phone: (425) 775-7272; (800) 426-1301 Fax: (425) 771-7156 Email: [email protected] Web: www.hydramaster.com

Hydroforce Distributing 4282 S. 590 W Salt Lake City, UT 84123 Phone: (801) 268-2673 Fax: (801) 268-3856 Web: www.hydroforce.com

If you’re looking for the right truckmount and chemicals to maximize your productivity, there’s no better choice than HydraMaster. We got our start back in 1971 and have been perfecting our machines and chemicals ever since - because a company doesn’t become a trusted leader in the industry by offering anything less than the highest performance possible. At HydraMaster, we’re so sure of our machines, we even offer the best warranty in the business (2 years parts & labor). We also support you with one of the largest distributor networks and most experienced engineering team in the industry. You won’t find better service after the sale, either. Whether you need parts or just an answer to a question about how to use a specific chemical solution, you’ll be treated like youíre our only customer. We also help you succeed in your business by offering education and training programs and by supplying marketing materials. That’s because our goal isn’t just to sell you the best machine or chemicals money can buy. We’re here to help you work smarter. SEE OUR AD ON PAGE 15

Hydro-Force™ manufactures the industry’s broadest array of chemicals, accessories, tools and equipment. Hydro-Force has a long history of innovation, going back to its roots when the Hank’s brothers pioneered the use of injection sprayers, now an industry standard all over the world. Hydro-Force cleaning innovations include the SX7 and SX15 hard surface tools, Gekko hand tools, the Hydro-Kinetic Upholstery Tool, E-TES SD and the Hydro-Well. Hydro-Force has also expanded with a full line of stone, hard surface, tile and grout, and leather cleaning chemicals.

The HOSS 700 is LIKE NOTHING you’ve ever seen before. Better cleaning. Easier maintenance. Drier carpets.

» Unique spiral-pattern solution injection system ensures deep penetration and no heat loss

» Bi-level extractor heads simultaneously agitate the top and the base of carpet fibers to thoroughly break up soils

» Gasket-mounted heads float over uneven surfaces – even on glue-down carpets

» Wide 15 inch rotor cleans faster and leaves carpets dryer, and extracts up to ½ inch from edges

» Full 2 inch vacuum flow with clear viewing tube

» Tool-free cleanout access for easy maintenance on the go

Rugged, industrial-grade materials for true commercial durability

WWW.SAPPHIRESCIENTIFIC.COM | 800-932-3030 SCAN QR CODE WITH PDA FOR MORE INFO

VISIT THE LEGEND BRA BRANDS FAMILY AT WWW.LEGENDBRANDS.NET WWW.LEGEN NDBR

®


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2012 Truckmount Equipment & Accessories Guide MasterBlend is a team of individuals with over 50 years combined hands-on experience in the cleaning industry. Each person is committed to advancing the professionalism of the industry and customer satisfaction. We manufacture a wide variety of carpet cleaning equipment and cleaning products - providing the professional carpet cleaner with premium performance they can count on, along with firstrate field support to handle any obstacle they may encounter. MasterBlend also believes in educating the professional because your success is our success. Therefore, in this everchanging industry, it is important to stay on top of the newest standards and requirements issued by The Clean Trust (IICRC). That is why MasterBlend Schools are committed to providing educational opportunities that contain the latest in certification requirements. Whether you’re looking for the best in equipment performance, or high quality and environmentally responsible cleaning solutions, MasterBlend has everything you need. SEE OUR AD ON PAGE 59

Masterblend Inc. 5285 Fox St. Denver, CO 80216 Phone: (800) 525-9644; (303) 373-0702 Fax: (303) 373-4968 Web: www.masterblend.net

Phoenix Restoration Equipment provides the restoration professional with a complete line of drying equipment including LGR and desiccant dehumidifiers, air movers, air scrubbers, water extraction tools, portable heating and cooling systems, and metering devices. Phoenix provides the most reliable, efficient equipment in the industry - giving you exactly what you need to dry fast, smart and profitably. With PROVEN performance and pioneering technology, Phoenix continues to revolutionize the Restoration Industry, including our latest drying products: the FireBird HD308 Hydronic Diesel Heat Drying System; the ìXXLî 270HTx LGR featuring automatic Bypass technology and the same sleek stainless cabinet design as the 200HT; the Stackable CAM and CAM Pro - which stacks 4 units high; and latest addition to our world-class LGR roto-mold line, the smallest, lightest, most portable LGRs - the R125 and R150. Please visit us at UsePhoenix.com to see what new, exciting products our innovative engineers have added to the Phoenix family of world-class restoration equipment. SEE OUR AD ON PAGE 2

Phoenix Restoration Equipment Therma-Stor 4201 Lien Rd., P.O. Box 8050 Madison, WI 53704 Phone: (608) 237-8400; (800) 533-7533 Fax: (608) 222-1447 Email: [email protected] Web: www.usephoenix.com

Prochem Century 400 325 S. Price Rd. Chandler, AZ 85224 Phone: (480) 899-7000 Fax: (480) 786-9538

Production Metal Forming 8888 Hwy. 66 Klamath Falls, OR 97601 Phone: (800) 992-9263; (541) 882-9088 Fax: (541) 884-2323 Web: www.pmftools.com

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Prochem is a manufacturer that regards quality engineering as a top priority. There is never a compromise in manufacturing standards or choice of component parts. Our finished machines are the combined result of the fine design, meticulous testing, and uncompromising manufacturing. Years of mechanical study and in-field testing have resulted in a time-proven, top quality choice for maximum cleaning extraction equipment that is unsurpassed to date. Philosophically our goal is to build to the customer’s needs. Professional cleaners are looking for performance, not compromise. They are looking for uptime, not downtime. They are looking for low maintenance, fuel-efficient, user-friendly machines that are easy to operate. That is why our philosophy is to build to the customer’s needs. The physical aspect of our commitment to excellence covers everything from initial design and engineering, to prototype testing and manufacturing. These aspects are what create the features and equipment attributes that are unique to Prochem machines, and sets them apart from others in the industry. SEE OUR AD ON PAGE 3 and 60

An American manufacturer who is preserving American jobs and crafting quality stainless steel carpet cleaning wands, hard surface cleaning wands, titanium wands, stair tools in different heights and widths. Upholstery cleaning tools like the Detailer and the Internal spray Detailer, curtain cleaning tools, Hide-A-Hose, maker of valves for any pressure set up. PMF can make custom length wands, stair tools, or upholstery tools. PMF sells only through qualified distributors or OEM. SEE OUR AD ON PAGE 29


Rotovac Corp. 17905 Bothell Everett Hwy. Mill Creek, WA 98012 Phone: (425) 883-6746 Fax: (425) 883-8953 Web: www.rotovac.com

Sapphire Scientific A Legend Brands Co. 2604 Liberator Prescott, AZ 86301 Phone: (800) 932-3030; (866) 445-3030 Fax: (928) 445-1946 Email: sales@sapphirescientific.com Web: www.sapphirescientific.com

Truckmounts & Cleaning Solutions 5926 Goshen Springs Rd. Norcross, GA 30071 Phone: (770) 729-7117 Fax: (770) 729-7118 Email: [email protected] Web: www.truckmounts.com

We sell Professional Carpet Cleaning Equipment, Tile & Grout Cleaning ning Equipment, Air Duct Cleaning Equipment, and General Cleaning supplies. Manufacturer of the patented Rotovac Powerwand, Rotovac ac 360, Rotovac DHX, Rotovac WideTrack, and Rotovac CFX carpet, tile and grout machines. Rotovac also sells the leading brands of portable carpet cleaning extractors, truckmounts, tile & grout cleaning ing machines, upholstery cleaning machines and cleaning chemicals. SEE OUR AD ON PAGE 19

Sapphire Scientific designs and manufactures the industry’s most powerful, efficient and space-saving truckmounts and carpet cleaning accessories. Choose from a full line of seven truckmounts, from the Rage, a perfect starter truckmount, to the 570 liquid-cooled workhorse, to the all-powerful 870. Sapphire also offers the Pro-1200 Direct Drive and a dedicated hard-surface truckmount with 2500 psi heated solution. Sapphire truckmounts’ patent-pending thermal well design delivers superior, more consistent heat, while unique through-frame drive belt cooling extends belt life. Truckmounts’ no-dump operation and short-reach service design save operators valuable time, which means more bottom-line profit. Sapphire’s truckmount designs are up to 30% narrower than competitive models, saving room for other critical equipment. Sapphire truckmounts offer the strongest warranty in the industry - 2 years parts and labor, even on most normal wear items. Engineered to deliver maximum performance and durability, Sapphire truckmounts simplify operation, increase reliability and boost your bottom line. SEE OUR AD ON PAGE 25

For over 11 years, TCS has manufactured a no-nonsense, Simply Dependable line of truckmounts. Each machine is engineered for simple operation, maintenance, and service. The open frame design allows easy access to all service points. Straightforward controls and easy-to-read gauges make TCS equipment user friendly. We build high-performance truckmounts that will operate for thousands of hours with almost no downtime. In our spacious showroom, you will find parts, tools, accessories and a knowledgeable team of helpful people to assist your next job, big or small. Additionally, we carry a wide variety of chemicals to meet a broad spectrum of cleaning and restoration needs.

Accelerated Chemical Technologies LLC 1784 Corn Rd., Ste. D Smyrna, GA 30080 Phone: (678) 887-1226 Fax: (678) 355-0616 Web: www.acceleratedtruckmounts.com

Cobb Carpet Supply Inc. 1314 Viceroy Dr. Dallas, TX 75247-3911 Phone: (800) 634-2622; (214) 634-2622 Fax: (214) 634-2648 Web: www.cobbcarpet.com

Aero Tech Mfg. 395 W. 1100 N. North Salt Lake City, UT 84054 Phone: (801) 292-0493; (866) 293-2376 Fax: (801) 292-9908 Email: [email protected] Web: www.aerotechmfg.com

Gardner Denver/Sutorbilt 1800 Gardner Expy. Quincy, IL 62305-4024 Phone: (217) 222-5400 Fax: (217) 228-8243

Bane-Clene Corp. 3940 N. Keystone Ave. Indianapolis, IN 46205 Phone: (800) 428-9512; (317) 546-5448 Fax: (317) 543-2222 Email: [email protected] Web: www.baneclene.com Cat Pumps-High Pressure Pumps & Systems 1681-94th Ln. N.E. Minneapolis, MN 55449-4324 Phone: (763) 780-5440 Fax: (763) 780-2958 Web: www.catpumps.com

General Pump 1174 Northland Dr. Mendota Heights, MN 55120 Phone: (651) 454-6500 Fax: (651) 454-8015 Email: [email protected] Web: www.generalpump.com

John’s Custom Machine Inc. 9226 143rd Ln. N. Seminole, FL 33726 Phone: (727) 581-1700 Fax: (727) 581-0707 Web: www.hotheatexchangers.com

Judson Vacuum Systems Inc. 5 Ellendale Ave. Greenville, SC 29609 Phone: (864) 233-6442

Organic Cleaning Compounds Inc. Fox Truckmounts 1300 Seabright Ave. Long Beach, CA 90813 Phone: (562) 437-6334 Fax: (562) 495-3564 Email: [email protected] Sun-Belt USA 4211 Atlantic Ave. Raleigh, NC 27604 Phone: (800) 334-8418; (919) 878-6511 Fax: (919) 878-6518 Email: [email protected] Web: www.sun-beltusa.com Tuthill Vacuum & Blower Systems 4840 W. Kearney St., P.O. Box 2877 Springfield, MO 65801-2877 Phone: (417) 447-7370 Fax: (417) 865-2950 Web: www.tuthill.com


27


By

Jeffrey Stouffer editor

F

or many carpet cleaning professionals, few investments have the potential to have the impact – either good or bad – on the bottom line like a truckmount. Buying a unit can run in the tens of thousands of dollars, but also have the potential to help their owner make that back twenty times over. It’s curious, then, why something as simple and obvious as maintenance is so often overlooked, pushed aside or even ignored completely. To try and get a better understanding

28


of why this phenomenon occurs – and how to avoid it – ICS asked three experts in the field – HydraMaster’s Dennis Russell, Prochem/Century 400’s Jerry Mckillip and Interlink Supply’s Rick McDonald – about maintenance, troubleshooting, what constitutes a red flag and more. ICS Cleaning Specialist: Like any piece of machinery, truckmounts require maintenance to keep them operating at peak performance. What are some of the most common maintenance issues you see

1

Regular maintenance easy and often overlooked

2

Low or dirty fluid levels can be a machine-killer

3

”Expensive” does not translate into “indestructible”

engine life; low/dirty/or lack of lubrication for the blower causing seizing and damage to the blower, coupler, belts and engine. Low or dirty oil in the high pressure water pump can cause low pressure, breakdowns and damage. Dirty filters (engine air filter, waste tank filters, water system filters etc.) cause breakdowns, damage and premature failure of expen-

that operators should be aware of, issues that, if left unattended, could put their machine out of commission? Dennis Russell: Following the recommended oil change service intervals on the engine, blower and high pressure pump; keeping accurate service records if customer is doing their own service, and rinsing out tanks and maintaining filters and filter baskets in recovery tanks to protect the blower and any downstream heat exchangers from sludge and debris. Jerry Mckillip: The most common problem I see is also the easiest to prevent. Make sure all fluids are maintained at the proper levels and changed when recommended by the truckmount manufacture. Checking the fluid levels only takes a couple of minutes but is often over looked. There are three major components, engine, water pump, and blower that need the lubrication checked, at least weekly, most manufacturers recommended daily. I will be the first to admit I do not raise the hood of my truck and check the oil every morning before going to work; however, I do normally check all my fluid levels on the weekend, it only takes a few minutes. For more information on how to check fluid level and how lubrications should be changed refer to the truckmount operator’s manual for recommendations. Rick McDonald: Most breakdowns, lower water pressure, lower water temperature, low vacuum pressure and equipment failures are caused by lack of or improper performed maintenance. For example, low/dirty engine oil causing breakdowns, damage and reduced

5 5

sive components. Water systems full of hard water deposits causing plugged heat exchangers, diminished water pressure, low water temperature and premature system damage. And cracked or stretched belts are always causing breakdowns. ICS: To borrow from the phrase “an ounce of prevention equals a pound of cure,” how important is it for operators to

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RETURNING TO THE HILTON CLEARWATER BEACH RESORT IN CLEARWATER BEACH, FLORIDA

May 3, 4 & 5, 2012 YOUR OPPORTUNITY TO GET THE BEST OF BOTH WORLDS ... THE INDUSTRY’S TOP CLASSROOM EDUCATION AND INTERACTIVE, HANDS-ON, LIVE DEMONSTRATIONS. CONNECTIONS brings the industry together in a technical, educational format that details and demonstrates the latest trends in cleaning, restoration, remediation, management, and marketing. THE 2012 CONFERENCE SCHEDULE INCLUDES: KEYNOTE ADDRESS: Gregg Habstritt, The Trusted Authority • Become the Trusted Authority in your market, bringing a constant flow of high quality prospects to your business • Multiply your income by using tested and powerful positioning and marketing strategies • Quickly build an email list that provides ongoing revenue, engagement and support • Become a better marketer and learn how to communicate in a powerful way that creates results, revenue and repeat business

INTERACTIVE, HANDS-ON, LIVE DEMONSTRATIONS: • Rug Cleaning - Jeff Bishop • Category 3 - Daniel Bernazzani • Water Damage Restoration - Barry Costa • Stone & Tile Cleaning - Dane Gregory • Risk Management - David Dybdahl and Harvey Cohen • Taryn Pianeschi - Electronic Media and Marketing PLUS: MAY 2, 2012 - The Smart Business Symposium John Braun, Hitman Advertising and Joe Kowalski, ServiceMonster. Learn what you should have on your web site, learn about customer relationship management, and learn about search engine optimization.

And don’t forget about the CONNECTIONS Beach Party, Cocktail Reception ... AND MUCH, MUCH, MORE!

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ATTEND THE EXHIBITION FREE! Register Today - Call 888-881-1001 or go to www.connectionsconvention.org THE CONFERENCE & EXHIBITION GOLD SPONSORS:

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Continued

follow a regular maintenance schedule? RM: To protect the significant investment and provide maximum dependable life; proper, timely maintenance is critical. All the equipment a cleaner uses needs some form of maintenance; truckmounts expecially need daily maintenance performed by the owner/operator and required hourly maintenance performed by trained and experienced professional service technicians. Following the manufacturer’s maintenance schedule can help extend a truckmount’s usable/dependable life by as much as 2 to 3 times beyond those truckmounts receiving inadequate maintenance, and can save potentially thousands of dollars in fuel costs plus help prevent the loss of income and clients caused by on the job breakdowns.

DR: In setting up the customer for success, the end user needs to have a handson training session when he takes delivery of the new machine. There needs to be education provided for the required service and service intervals; and following the schedule and documenting these intervals as required by the manufacturer is the “ounce of prevention” that is critical. JM: Early detection is the key, following a well planned maintenance schedule is essential to keeping the unit in good 32


operating condition. To borrow another phrase “schedule your maintenance or it will schedule you!” Think about it: balance the cost of being down with the cost of preventing down time. Smart businessmen schedule maintenance as they do customer appointments.

ICS: What’s the easiest problem or issue for operators to avoid when it comes to maintaining their truckmount? JM: Know the truckmount you are operating. All of us may not be mechanics and have the desire to work on truckmounts, however, when you operate the same truckmount each day you get familiar with how that truckmount works and also know how to check the fluids. I think in many cases maintenance items are overlooked simply because the operator does not know how or what to do. Even if you are not going to perform the maintenance on the truckmount you need to know the basics, how to check the truckmount for fluid levels and what to do if they are not correct. I often get calls from operators, that don’t know what to do if they see a coolant overflow bottle empty, or know how long it has been empty. It’s OK if you don’t want to change oil in your truckmount but you need to know when something is wrong, start with reading the owner’s manual and if you have questions check with your local dealer. DR: Read the owner’s manual! Ask questions and take ownership of service on this new piece of equipment. Finally, follow all recommended service requirements, don’t skip or skimp. RM: Equipment breakdowns on the job – poor dependability. Performance and efficiency issues – a properly main-

tained truckmount will perform all the tasks it was built for at peak performance and efficiency, which result in cleaner/ dryer carpets and surfaces and happier home and business owners. High fuel costs: A properly maintained truckmount will burn as much as 25% less fuel compared to a under-maintained truckmount. Ensure maintenance is done consistently and done right – daily inspection and maintenance is critical, plus it’s extremely important to provide routine maintenance at the proper hour intervals, i.e. 100 hours, 200 hours etc. Hourly maintenances should be performed by professionals who are trained and experienced with truckmounts. ICS: What’s the biggest misconception cleaners have when it comes to truckmount maintenance, e.g. “It’s going to cost me an arm and a leg” “Another couple hundred hours won’t hurt anything” “Just throw a little duct tape on it, it’ll be fine”? RM: “I own a ‘SUPER TRUCKMOUNT,’ it’ll be OK if my equipment gets maintenance when I can get around to it. My truckmount will be fine even if I sometimes or regularly miss the daily maintenance or skip the proper hourly maintenance.” On the contrary, truckmounts run at nearly maximum load capacity under adverse conditions – extreme heat or cold, limited air flow, dirty/dusty conditions etc., proper and timely maintenance is critical. There are some who believe that changing the truckmount engine oil and filter constitutes “proper maintenance.” Truckmounts are complex machines with many components and assemblies all requiring proper and timely maintenance. Then there’s “professionals charge too much for equipment maintenance.” The opposite applies, maintenance costs are a fraction of the costs of major component repair or replacement. DR: “The pain of a poorly maintained machine far outweighs the joy of not maintaining it regularly by the book”. Cutting corners in servicing a piece of equipment will cost you more in the

end. The old sayings hold true: “pay me now or pay me later” and “penny wise, pound foolish.” You are making your livelihood on this machine, why skimp? JM: I once heard “you can pay now or you can pay later.” I will admit the old duct tape may get you through the job but you had better take care of the problem or it will shut you down next time. Many times the problem starts out small a little leaking oil maybe a small water leak, if taken care of it may not be too costly, let it go and it will only get worse. Take a blower with a small oil leak, it may start out small and the operator just keeps adding oil and maybe put a little extra oil just in case. That’s all well a good until, you forget to top the oil off and it runs dry or that little extra oil that is added may overfill the crankcase. When a crankcase is overfilled the oil will foam and will lose the lubrication quality and before you know it your blower has to be replaced because of a small oil leak. It is far too costly to ignore or band aid the small problems. ICS: What’s the one thing an operator should never ignore when it comes to maintenance signs/signals/indicators? DR: Daily maintenance. Checking oil levels and coolant levels on all components, and dumping the water from and cleaning the waste tank. Any smells, unusual odors or noises coming from the truckmount, or leaking fluids, oils, coolants, waste water? Get that looked at ASAP. JM: If the truckmount has warning lights don’t ignore them, problems don’t fix themselves. This also goes back to knowing your equipment, if you hear a new noise or the engine is not running properly shut it down and get it checked out, the longer it runs the more damage can happen. RM: First, NEVER start the truckmount until the pre-startup maintenance checks have been completed! Then look and listen for any unusual performance. For instance, is it hard to start? Does it run different or sound different? Is there unexpected water pressure, water temperature, suction, chemical flow, etc.? Are there fluid leaks? Is it smoking, or is there an unusual smell?

For more information: HydraMaster – www.hydramaster.com Prochem/Century 400 – www.karcherna.com Interlink Supply – www.interlinksupply.com


33

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!

The Phenomenal 747 Business Model – Part I I recently had an amazing opportunity to go to Seattle with the world’s No. 1 leadership expert, Dr. John C. Maxwell. I have been reading his material for many years, but never dreamed I would be working with him, let alone become a friend.

D

uring this trip to Seattle, we toured the Boeing plant where they build the 747, 777 and 787 Dreamliner. It was fascinating to say the least, and it reminded me of the 747 business model that I have been teaching for the past couple of years. This is a proven business model and, when built and maintained, will serve you very well. As we head into 2012, keep in mind that the only reason your business exists is to be the vehicle to help you achieve your life goals. A vehicle kind of like a Boeing 747 jetliner. It is the vehicle you have chosen. Now, let’s build it well.

34


The Boeing 747 is a humongous jet that can take a lot of people a long way! And that’s what you want your business to do. Please understand that, like a 747, your business can be a phenomenal vehicle for helping a lot of people. Your small business can have more influence than any other man-made institution in America. If your business is truly a functioning, productive, positive community, you can have a phenomenal impact on many lives. Everyone has a longing for belonging. I believe we are created with not only a “God-shaped void,” but also a “peopleshaped void.” We were created to be-

1

Your business is a vehicle, there to transport you

2

The Wheel of Life can help focus you

3

Finding balance is key to your success

long to one another. People want so desperately to be accepted, loved and belong, yet we have given up on government, and many feel that religion has failed them. (Note: I am not talking about the spiritual church, but man-made religion.) Your business can fill that longing for belonging. You can help people grow and reach their potential. You can have incredible influence to help others live phenomenal lives. That’s the exciting part. You can not only live a phenomenal life yourself, but you can help your family, fellow faith mem-

bers, employees, clients, vendors, and everyone you touch in your community, tap into the phenomenon, too. The first “7” in the 747 Business Model stands for the 7 Areas of a Phenomenal Life. This month Zig Ziglar’s most recent book “Born To Win” will be released. I had the pleasure of helping his son Tom develop the last chapter of the book, and will be presenting with him this month in Nashville. One of Zig’s definitions of success is living a balanced life. To demonstrate this, he uses a tool called the Wheel of Life. You may be familiar with it; I have found it to be very helpful. Personal – Your own dreams, aspirations, hobbies and goals. Your social activity (as much as it depends on you). Basically, your lifestyle. Financial – Your income, your financial position, and what you do with your money. Career – Your work, your role in your job or business and what that means to you and those around you, as well as the contribution to the world it represents. Mental – Your knowledge, your mental growth, the things that occupy your mind. This includes things you want to learn. Physical – Your physical condition (as much as it depends on you), your eating habits, exercise, addictions, etc. Family – Your relationship with family members (as much as

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.


35

Building a Phenomenally Successful Business

Rate that area in your life on a scale of 1-10, 1 being “poor” and 10 being “phenomenal.” Circle the number that best describes how you feel about that area in your life, based on your ideal vision. Be honest with yourself. Once you have circled a number on each spoke, connect the dots with a line. You will immediately see whether your life is balanced or not. Do you have a flat tire? When your wheel isn’t balanced, the road of life is pretty bumpy. It may even be painful to think about some of these areas. This is normal, and it’s okay. I’ll try to help you face some of the challenges you see. I hope to help you move those areas up little by little until you not only know you are a phenomenal product, but you feel it, too! it depends on you), and what kind of person you want to be in relationship to family members. Remember, you cannot change anyone, but if you change yourself, you have a much better chance of someone else changing as a result of your example. Spiritual – Your relationship with God (as much as it depends on you). What kind of faith member is ideal? What is your role in that? Take a few moments to think about each “spoke” on the wheel. How do you feel about where you are in each area right now?

Circle 23 on the Free Information Page 36


Life Out of Balance Would you agree that if I make a lot of money, but my family life is messed up, I’m not living a phenomenally successful life? What if I’m a hugely “spiritual” person, but I’m deeply in debt? Doesn’t really work, does it? Each of the areas affects the others. You may feel that you can’t be a “borderline-11” in every area, but I’m here to tell you that you can! And if you don’t believe that, can I ask you which area in your life shouldn’t be phenomenal? Does it mean you should be “filthy rich”? After all, if I’m saying you should be phenomenal in every area of life, doesn’t that include financial, too? Yes, it does, but when you get to the chapter on How to Make Phenomenal Money, you might be surprised at what I have to say. Now that you have completed the wheel on how you feel about your life now, let’s do a very exciting exercise. Using the same wheel, now let’s set some goals. Let’s create a vision for your life. I like to start with a 90-day time period. Think about the areas that need to be balanced. Imagine your life 90 days from now. What are some realistic goals you could set in each of those areas? Ignore any negative thoughts right now. Instead, assume that you can overcome any challenge that might get in your way. If there were no obstacles, what numbers could you realistically set on the wheel? For example…when I first did the wheel, I put down a “2” on family because my relationship with my son wasn’t the greatest at the time. It was far from phenomenal, let me tell you! But I set a goal to move it up. Today, I would rate it a “9.” And remember that I am only rating it based on my part in the relationship. Even if the other person never responds, you can eventually give yourself a 10 if you have truly done everything possible on your end. Only you know if you have or not. Developing a vision for your life, and focusing on that vision daily, is the first and most important key. When you have a compelling vision for your life – one that is incredibly inspiring – you will have the energy to fight through difficult circumstances. Next month, we will discuss the next steps in building your 747.

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Sales Other, specify:

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(choose one) 04 05 06

More than $10,000,000 $5,000,001 – $10,000,000 $1,000,001 – $5,000,000

$500,001 – $1,000,000 $250,001 – $500,000 Up to $250,000

6 PLANNING A MAJOR PURCHASE:

(choose one)

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37

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].

Water Damage Restoration and Meters: Where Do I Go From Here? For the beginner, the part-time restoration professional, or the dedicated restoration contractor who has been at it for 20 years, the options for water damage meters and instruments is almost endless.

I

just looked at a newly released catalog for professional carpet cleaners and restoration contractors. Averaging six meters per page, there are 16 pages of meters to choose from – almost all of them useful for water damage restoration. But how do you choose? I then looked at the prices on the various meters. The least expensive was a moisture pin meter with little lights indicating the level of wetness by how many lights are on. This tool sells for $18.50. Not too many pages later, I came to a remote monitoring system that sells for $3,500. I also perused thermal or infrared (IR) cameras, a great tool for the

38


professional. In this catalog the different models sold from $1,195 to $7,495. (Note: we will take an opportunity in a future article to discuss the amazing abilities and advantages of IR cameras.) So which instruments are best for you? What do you really need? Does a quality instrument cost you money, or make you money? I don’t have all the answers, although my wife would disagree (“Gordon, you always think you know everything!”) but I will attempt to help you on your search for what is right for you. Life was much simpler when I started doing flood restoration in the 1970s. I didn’t care about grains per pound

(GPP), dew point, moisture content, or vapor pressure because I didn’t really know they existed. I didn’t have ways to

1

How do you choose the right meter for your operation?

2

Suppliers and distributors are great sources of information

3

Remote monitoring systems can do wonders for efficiency

measure them even if I had known about them. Our customers didn’t care, adjusters didn’t care and I didn’t know enough to care. When a washing machine leaked into the basement carpet and pad, that’s what we dried, carpet and pad. We didn’t think twice about the wall and what was inside of the wall because we didn’t know it was wet. With knowledge comes responsibility. Also with knowledge comes liability. What we know now and choose to ignore, or simply don’t know, can really hurt us. Recently I talked to a professional restorer who expressed relief to me that he was finally, after 7 years in business, fully covered, insurance-wise. He has been walking a tight rope for a long 7 years. Likewise, if you attempt to restore water damaged property without proper instrumentation and documentation, you are walking a tightrope and you’re bound to fall off, and that fall could be catastrophic to you and your business. Our knowledge and understanding of the forces of water, how it damages, how and where it moves under different conditions, and where it hides, has grown exponentially since I did my first flood restoration in the early 70s. The processing of water damage must include technical instruments that constantly inform us about the current conditions of our job.

the prices were within 10% plus or minus of each other. Only the unrated or poorly reviewed sellers came up with a substantially lower price. For this reason (and an admitted bias to supporting my local supplier who I need to keep in business) I suggest you support your local or national industry specific supplier. I believe it is in your best interest – and the interest of the industry as a whole – to support them. Just this week I had my buil- in microwave at home fail. I pulled it out, got the item number and researched it on the internet. This model was no longer available, but I found the replacement model with the exact specs that would fit into the void in my cupboard space.

Where Do I Buy My Equipment? I tread on delicate and dangerous ground in trying to answer this question, but I am willing to give it my best shot. For the most part, you have two choices: 1. The Internet 2. Your local or national industry distributor. Just about everyone has purchased something over the Internet. It is certainly a growing channel, and good buys are available there. I believe Amazon is the top Internet seller of just about everything in the world. I just did a search for moisture meters and even within this category, Amazon, through its affiliate sellers, appears to be very strong. I then compared the price of several items from different manufactures and different Internet sellers to the pricing of a couple of our established distributors in this industry. I found what I think you will find if you take a look yourself: Most of


39

The Gadget Man

I noted the best price and then called the original supplier of my appliances to see if he had it and at what price. He did and quoted me a price that was $20 more than the one I could get off the internet. I picked it up the next day. Why was I willing to pay more? He was a local business. He was established and I knew he would stand behind it if something was wrong. It might be broken right out of the box or break six months later. By having a local supplier who is first and last name I knew, I had immediate access for repair or replacement. I had an advocate with the manufacturer if something did go wrong and wouldn’t be trying to get shipping and service done half way across the country. If you’re buying a $500-plus meter – or any other expensive piece of equipment, for that matter – buy it from someone who you know will back it up and someone who can get service on it if needed. Your professional distributor can offer you the variety, and price when choosing the meter right for you. In addition, he can make suggestions based on the success of his other customers. What meters do professionals like you prefer? He will know. 40


What Instrumentation do I Need? Buy one of everything and then you will always be ready for anything…or, if you don’t have $100,000-plus just laying around, let’s take a different approach. My first suggestion is to think of your customer. Your customer, of course, is the property owner who experienced the water damage. In addition, your customer may very well be the insurance company and adjuster servicing the claim. I would suggest that you supply them with a small penetrating moisture meter. Perhaps something like the one I described above for $18.50. It is certainly debatable whether to loan the consumer this tool when they may go poking it places that shouldn’t be poked, but often it is advisable to engage your customer in the drying process. Customers are potentially less critical if they feel like they are involved in the job and can actually measure some progress. It goes without saying that an adjuster visiting a job site would appreciate a small pocket meter for checking moisture intrusion and drying progress. If you want customer satisfaction, include them in the process.

If times are tight, you may be tempted to suggest that since meters don’t actually produce drying results, they are simply an expense, and you want to buy the least expensive meter you can get away with. Without a doubt, there are some functional meters that perform to a respectable level. But don’t expect an $80 meter to give you the reliable, fast, and accurate measurements of the pro models that are designed to be used day in and day out, adjusting to different job conditions in seconds. Whether starting out in the business or processing water damage on a daily basis you will need, at a minimum: A Thermo-Hygrometer. This instrument will read the air temperature and relative humidity. Generally you will pay more for quicker response time. Bringing the instrument in from a cold van and waiting for 10 minutes for it to acclimate to inside conditions can be pretty inefficient. The better units will be accurate to 2%-3% of actual RH. Thermo-hygrometers may have additional features that can benefit you. You may like having a built-in infrared thermometer that can measure the surface temperature on the ceiling without climbing a later. Additionally the meters may read and display dew point, and GPP. Penetrating Moisture Meter. It is always necessary to ascertain moisture reading on materials you can’t see. In walls, floors, subfloors, insulation, ceilings and more, water can be trapped and you must find it and dry it. The penetrating moisture meter will have built in pins that probe into a surface, usually about ½” in length. Most professional models will include remote pins that can be attached to the meter, are insulated and can probe deep into the wall and/or insulation. A hammer probe is another essential accessory to the meter that allows you to penetrate hard wood. Drying a hard wood floor without testing the moisture percentage below the surface is asking for trouble. Pinless, Non-Invasive Moisture Meter. These meters are used to assess and

monitor the relative moisture level of building materials such as plaster, drywall, masonry, concrete and fiberglass. They will even detect moisture behind floor and wall coverings such as wallpaper, ceramic tile and vinyl flooring. The great news, they do this with no surface damage, measuring at depths from 0.25” up to 1.6” deep. Using these meters will increase your efficiency as they measure quickly and accurately as you move through the job. With these three meters and the accessories that go with them you are ready to handle most jobs professionally. However, there are several other instruments that can work to your advantage. Combination Meters. Available are some very nice meters that offer both penetrating (pins) and non-penetrating methods of measurement in the same meter. Carrying things a step further are the meters that include the thermo-hygrometer with the penetrating and non-penetrating features. Some professionals love to have it altogether in one meter, while others rely on the single function units they trust. Many of the full function meters will include IR thermometers for reading surface temperatures at a distance, and logging capabilities – it is important to offer your customer and their adjuster data logging so you can document that you are drying correctly to justify your charges and protect yourself from liability. Standalone Data Loggers. These small devices can be place around the job site and will measure relative humidity and temperature throughout the drying process. They will log and time their readings over hundreds of hours if necessary. They often have a USB connection built right in they can plug into a computer when the job is finished and create reports that graph the complete drying job, start to finish. It may be due to a hard freeze that has frozen and burst many pipes, ice dams, regional flooding or other causes, but water damage claims often come several at a time. Features that save you time are critical; advanced meters allow you to enter basic information about your readings when you start the project (for example: living room, west wall, painted gypsum board). Each time you return to monitor the progress that information and past readings are stored with the latest data. This saves much time in recording data and making sure drying is taking place. I would be remiss not to mention the unique abilities and functionality of remote monitoring systems. With two or three systems now on the market and more to come, these systems will bring greater control and efficiency to our drying process. These systems offer constant real-time remote job site monitoring from practically anywhere. Wireless sensors collect temperature and humidity information at the job site and transmit the data to a secure website. You can get instant alerts via e-mail and/ or text messages sent to your cell phone when action is needed! Also available in the remote monitoring systems are control modules with advance power management which can optimize job site conditions. Should the job conditions of 85% relative humidity occur while drying the module will temporarily power

down the air movers that are attached. This will allow the dehumidifiers to lower the excess humidity, eliminating the threat of condensations. After relative humidity drops below 85%, the unit will then power up the air movers and resume drying. All of the remote monitoring systems have software that offers comprehensive summaries and documentation from start to finish. You can see that proper instrumentation is needed to process water damage work. Yes, it can be a fairly extensive investment but I believe it will return its value over and over. Your customers (consumers, adjusters, agents, etc) want to believe that they are hiring top tier professionals. If you would like to do work for them again, prove that you knew what you were doing in the first place. Measure and track your progress on the job. Verify that structure and material is back to its pre-flood dry level. Both your business and your confidence will grow as you apply and use the best instruments our industry has to offer.


41

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. JonDon 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 [email protected]

A good relationship with the homeowner makes the adjuster’s life easier

Creating Adjuster Cheerleaders – Part I “If you give people what they want then you’ll get what you want.” – Sam Walton

W

inter is upon us and many of you (I hope) are up to your ankles/knees/ hips in water and fire losses! Wonderful! Done right, restoration work brings in great cash flow and high net profits. Even better, this winter windfall comes right when most residential carpet cleaners are starving to death! However, do it wrong, and restoration work quickly turns into an ugly (and litigation prone) test of will between you, the homeowner and the insurance company. True, as a restorer you legally, ethically and technically work for the home owner who authorized you to start work.

42


But frankly speaking, from a practical standpoint the insurance adjuster is also your client. So you need to wear “bi-focal Customers Eyeglasses” by viewing the loss through the eyes of both the homeowner and the adjuster. (For more on the Emotional Dynamics of a client with a damaged home, download my free Special Report “Recession Proofing Your Restoration Business” at http:// tiny.cc/SFSrp ) Now you can (and sometimes should) go around insurance adjusters by developing an alternate network that brings in restoration work. But my adjuster phi-

losophy is akin to what Lyndon Johnson famously said about FBI Director J. Ed-

1

Approach your relationships like partnerships

2

Keep time and costs as on track as possible

3

Back up your promises with action and accountability

gar Hoover: “It’s probably better to have him inside the tent peeing out, than outside the tent peeing in.” So I always tried at first to “make nice” with adjusters and the insurance companies they represent. The most common marketing philosophy on cultivating adjusters is the “good old boy” approach. You know, the wineand-dine, drop-candy-off-at-the-office, shoot-the-breeze stuff. There is nothing really wrong with this concept. In fact, at times I did all of the above. But I found most adjusters were way too busy and stressed to spend their precious free time “hanging out” socially with a restorer. (Or maybe they just didn’t like me!) Instead, I always approached an adjuster relationship as a partner focused on making his or her life easier. I did this by becoming a resource, a helper and a trusted “go to” person. And yes, this partnering arrangement often included serving as a “mediator” to calm the often adversarial relationship between the home owner and the insurance adjuster! Now over the years, I’ve counted many insurance adjusters as friends. Most adjusters are honest, hard-working people who sincerely want to “do the right thing” for everyone (including their employer!) in the loss. But let’s be honest here. Simply put, I’m not sure why anyone would work long-term as an insurance adjuster! High pressure, little appreciation, ugly traumatic situations along with adversarial, confrontational relationships with the insured, plus adjusters don’t even get paid all that much. Wow! And yet, this stressed out adjuster is who you need to “partner with” to make your losses run smoother, plus tap into a stream of future insurance work. So let’s look at a day in the life of a typical adjuster and the emotional stresses they work under. More importantly, let’s also focus how to make an adjuster view you as a trusted strategic partner. Once you gain an adjuster’s trust they will actively promote (and yes, even connive) to get you in on their losses. Why? Because you are going

to make their life so much easier! Remember that adjusters are… Cynical and suspicious. Ya really got to feel for an adjuster. Talk about a double loss of faith in human nature! Many insureds shamelessly inflate the loss to either a) have negotiating room later or b) to make money on the claim and/or c) get a free home remodeling out of the restoration process. Plus our restoration industry is full of fly-by-night and/ or incompetent operators. So when you cheerfully walk in to an adjuster’s office promising them the world their first response likely will be, “Yeah, right!” Your solution: Perform! Do what you say you will do- do it right and deliver on time. This obviously is easier said than done and especially so in restoration. Restoring a water or fire damaged home is a game of details. To make everything come together (including the paperwork) you must build a business infrastructure that provides an organized

and documented work flow. Your system must also provide regular communication with the adjuster and the home owner. (As one adjuster told me, “Steve, just never surprise me.”) Hint: Set up online, password-protected sharing sites for each of your adjusters with a separate job folder for each loss. (Some of our SFS members have had


43

To Your Success

good success with the free “Google docs” service.) Now the adjuster can easily access your loss documentation, updated progress reports and new photos. (Every time you add something to the Job Folder your adjuster receives an email notification. Now that’s communication between partners!) Time pressure. An adjuster is always “under the gun.” The insurance company wants the loss (and the paperwork) finished up quickly and with everything documented along the way. The insured just wants their life back ASAP, to be back in their home and to feel good about the process. And the adjuster is supposed to make this all happen while possibly balancing dozens of losses at the same time! Your solution: Speed! The one common denominator in the often conflicting desires of the insurance company and the home owner is they both want the loss finished fast! (Insurance companies have learned the hard way that the longer the loss drags on the more it will cost them and not just in additional living expenses.) So your job is to focus on both immediate response and rapid completion. Build a stable of competent and motivated sub-contractors who will give you 44


“priority scheduling.” (Do this by paying your subs very well and on time!) Explain to all your sub-contractors that you are searching for a long term partnership type of relationship. Then say, “My insurance adjusters expect me to perform quickly and that is what I need from you too.” I developed relationships with carpenters for rapid board-up service along with plumbers (who are a very good source of referrals) and electricians who could immediately secure the property. I also had a moving company that would give 24hour service plus dry cleaners, electronic specialists, a document drying company, carpet installers and the all-important temporary help agency! Remember too that a successful restoration loss is based on the perception and feelings of the Insured. So train your employees (and your sub-contractors) to always display a “sense of urgency.” (And especially so when the homeowner is on the premises!) No more long breaks, no personal cell calls/texting or unmotivated workers just hanging out and idly chatting on company time. Instead, insist on an organized work atmosphere of “git ‘er done!” (This same sense of urgency will also make you more money too!) Cost pressure. Insurance companies’ bottom lines are under increasing pressure. So of course this gets passed down the person slaving away in the fieldyour adjuster. And yet, a busy adjuster doesn’t have the time to manage the loss before hand or do a full line item review of your bill afterwards. He or she needs a “partner.” Your solution: Justification! Oddly enough, the adjuster doesn’t really care how much the loss is. After all, a busy property loss adjuster may approve millions of dollars of losses every month. It’s all monopoly money to them! But they do need you to help them cover their butt. So once again, never surprise an adjuster. If possible, coordinate with your adjuster on setting an accurate reserve for the loss. (One State Farm adjuster always

told me, “Steve, just give me something I can hand my hat on.”) Demonstrate your knowledge by following industry standards on tear out and equipment placement. And above all else, document, document, document! An organized billing packet using industry software is a thing of beauty for an adjuster and his or her claims manager!

Fear! That’s right, adjusters are scared to death every time the phone rings. Why? Because it usually is an angry homeowner screaming about the restoration contractor’s actions (or lack of action!) in their home. If you prove to an adjuster that the jobs you handle run smoothly and wind up with a happy, content insured they will fight to get you in on their losses. Adjusters love having less drama in their lives! Solution: Create a Cheerleader out of the insured right from the git-go. Cheerleader homeowners complain less to the adjuster and happily settle the loss much sooner. You will make Cheerleaders by programming in positive Moments of Truth that show your care and concern for a home owner who has suffered a devastating loss. Orient and train your employees to display this same care and concern. I’ll share specific tips on how to make a Cheerleader out of a restoration homeowner next month. Simply put, you create Adjuster Cheerleaders when you can consistently bring “peace to their valley”! So partner with insurance adjusters and you’ll have a fat bank account, happy employees and the genuine satisfaction of helping people in need!

Ad Index Company Name

Page No.

Phone/URL

Bane-Clene

800-428-9512 | www.baneclene.com

Bridgepoint Systems

RS No.

35

17

800-658-5314 | www.interlinksupply.com

5

12

Butler System, The

800-535-5025 | www.butlersystem.com

13

19

BuyAirx by Bullen

www.buyairx.com

36

23

Cleanco Truckmounts

800-653-8338 | www.cleanco.com

23

13

Connections Convention

888-881-1001 x104 www.connectionsconvention.org

31

8

Extech Instruments

www.extech.com/switch2extech

9

1

FLIR

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

7

16

www.floorcoveringinspectorssymposium.com

20

20

Full Circle Business Support Team

888-638-1315 | www.fullcirclemember.com

33

21

HitMan Advertising

888-211-7702 | www.cleaningblueprint.com

21

3

HydraMaster

800-426-1301 | www.hydramaster.com

15

6

Lignomat

800-227-2105 | www.lignomat.com

39

10

MasterBlend

800-525-9644 | www.masterblend.net

59

9

Phenomenal Products

www.howardpartridge.com/secrets

47

24

Phoenix Restoration Equipment

800-533-7533 | www.usephoenix.com

2

22

Prochem

www.prochem.com

3

7

Prochem

www.prochem.com

60

4

Production Metal Forming

800-992-9263 | www.pmftools.com

29

5

Pro’s Choice

800-368-1247 | www.proschoice.com

33

21

Rotovac

888-768-6822 | www.rotovac.com

19

15

Rytech

800-865-8787 | www.rytechinc.com

17

11

Sapphire Scientific

800-932-3030 | www.sapphirescientific.com

25

2

ServiceMonster by Principal Focus

888-901-3300 | www.principalfocus.com

43

18

Tramex

970-488-1898 | www.tramexltd.com

41

14

Floor Covering Inspectors Symposium 303-469-0306 x104


45

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].

Grooming may be necessary to loosen up dry soil

Game Plan: Dry Soil Removal Last month we ended with the question, “Why we should vacuum the carpet?” To me, there are several good reasons.

T

he first is that the client is paying us to clean the carpet. That means removing all the soil we can without causing any damage to the yarn or dye system. We’re aware of the industry study that showed that the majority of the soil in a carpet is dry soil. It seems reasonable, therefore, to include dry soil removal in the cleaning process. Another reason to vacuum the carpet is that it sets up the removal of the fluid soil, the combination of oil and water based soil. If dry soil is still in the carpet, removing the fluid soil becomes more time consuming. The most common reason I’m given for not vacuuming the carpet is that the cleaner does not have sufficient time. I contend we don’t have the time not to vacuum the carpet.

46


I often use the Pareto Principle, or the 80/20 principle, to explain the need to vacuum the carpet. The 80/20 principle has a broad application in explaining the relationship between inputs and outputs. Relating to the presence of dry soil, roughly 80% of the dry soil is contained in 20% of the carpet. The majority of dry soil is tracked in and is deposited in the entry areas and high traffic areas. We need therefore to concentrate our vacuuming to those areas, and it doesn’t have to take a great deal of time. I tell cleaners that if we spend 10 minutes at the beginning of the job removing the dry soil from the high use areas, we’ll save 2 or 3 times that amount of time later trying to clean the high-use areas that are impacted with dry soil that

refuses to release when it is wet. I’ve convinced a few companies to include vacuuming in the process, but it is an ongoing endeavor.

1

Vacuuming does a lot of good

2

10 minutes now can save you three times that later

3

Wicked soil is easier to remove than original soil... if done right

Effective vacuuming will require multiple passes in several directions at the point of heaviest concentration. As the cleaner vacuums the remaining carpet, we can speed up the process as we encounter less dry soil. I hope I’ve made the case for dry vacuuming. Next month we’ll discuss the next step in the cleaning process: fluid soil suspension. Your client’s home vacuum won’t cut it

Remember, we are the cleaning machine. The equipment we use to vacuum a client’s carpet needs to be of a commercial grade, not the grade of the client’s home vacuum. Although a pile lifter is not required, a good commercial model is. The process often requires the cleaner to groom the carpet in the entry areas to loosen the yarn that has been allowed to pack down and is loaded with dry soil and fluid soil.

Time Out: Tech Issue Let’s conclude the discussion of reappearing spots. Wicked soil is a result of complete soil suspension with incomplete soil removal. The un-removed soil accumulates at the surface of the carpet and often resembles the original spot or stain. One thing to understand about wicked soil is that it is not nearly as set in the yarn as the original soil. The wicked soil has been suspended, and reset, but has not aged or oxidized like the original spot. Therefore it is usually easy to re-

move. Any number of spotters, reducers, or encaps may be used to remove reappearing spots. If the area is fairly large, such as coffee stains can be, my favorite method is to use the appropriate spotter followed by agitation and absorption with a bonnet pad and a 175 rpm rotary machine. This method allows for effective soil removal while controlling the amount of moisture involved, and thus preventing the spots’ reappearance. Coaching Tip The number one rule in business (and personal) life: Keep the overhead low! Bulletin Board Material “The man who complains about the way the ball bounces is likely to be the one who dropped it.” -- Lou Holtz “Nobody in football should be called a genius. A genius is a guy like Norman Einstein.” -- Joe Theisman


47

Love Those

Dry Erase Boards By

T

welve years ago, I was cleaning a commercial carpet and I was intrigued by all the dry erase boards all over the office. In every room there was an 8’x4’ dry erase board, along with various pictures of space craft and oil rigs. I was hoping that the owner would arrive before I was done so I could ask him about what he had on his walls. Just before I was going to leave he arrived, and I got the opportunity to talk to him for over an hour – isn’t it fascinating all the neat people we get to meet in our industry? You are in people’s homes

Dave DeBlander

for hours, gaining their trust, seeing what books they have, pictures, etc. and if you are a student of life, and I hope you are, you can learn so much by asking questions and being friendly. I asked this gentleman what he did and he said that he developed specialized digital photography (remember, this was 12 years ago.) The reason he needed his carpets cleaned was that Kodak was coming the next day to offer him $100 million for his patent. That is not a typo. I asked him about the space ships and

Dave DeBlander owns Pro Clean Restoration and Cleaning and Marblelife of Northwest Florida in Pensacola, Florida. He is the author of How to Get Off the Truck and on to the Beach, How to Develop a Turn-Key Business, How to Market a Water Damage Business and 40 Words (To Awaken the Entrepreneur Within). He can be reached at www.davedeblander.com; www.howtogetoffthetruck.com; www.UpsellVideo.com; www.40wordsbook.com and 850-637-SELL.

48


the oil platforms, and he said that his digital photography could measure the rate of deterioration of pipes and other minute calculations. When I asked him about the dry erase boards, he pointed to the one in the room we were in and explained it to me. That board had the sales numbers concerning his salesman in Phoenix, Ariz., and he said, “This doesn’t look good, I will have to call him immediately.” Thus, an idea was born in my brain, which I feel has been a large part of our company’s success. I have always been a goals guy, but after meeting this fellow, I realized that it would be a great idea to place all kinds of important numbers on the walls at my office for myself and others to see. At the present time I have six 8’ x 4’ dry erase boards at my office which contain valuable information that I can readily see at a glance. Also, of course, all of my employees see them, too, and it helps us all keep accountable. Accountability is one of the most important factors in running an efficient, profitable organization and these boards play a major role. The more accountability, probably the more money you will make. Let’s face it, most owners are hardly held accountable for anything. Why not use this simple, inexpensive method to increase your bottom line and keep important numbers in front of you. “Great Dave, I am glad they work, so tell us what you put on these boards.”

1

The simplest tools can make the biggest difference

2

Keep important numbers literally in front of you

3

Accountability is everything

and applaud her when things come to fruition. For the last two months she had a goal of bringing in $80,000 in new business and her total turned out to be $102,000. Everyone can see what a great job she is doing and the dry erase board is like a big announcement to all of her fabulous success.

Office Assistant’s Duties Our office assistant has many day to day, weekly and monthly tasks and the vast majority of them are listed on her board. I need only to look at the board to see if she is doing her job or not. Naturally, there are other systems in place to check her work and the accuracy of it, but the board is another valuable weapon in that battle. The boards are great for tracking up-sells

OK, I will and before I forget, I’ll tell you where to purchase them inexpensively. My digital photography friend gave me that great secret. Go to the big box hardware stores and ask for 8’ x 4’ shower walls. They cost about $12 and are the exact same material that you pay $35 for a 2’ x 4’ board at the office stores. Now, here’s what I put on them.

Office Manager’s Duties Like the office assistant, the office manager has many similar duties that can be reported on the dry erase board. We have regular meetings where those tasks are looked at and summarized on the board. It is easy, it’s efficient and it’s simple.

Technician Up-sells One board has all the technician up-sells for the previous month. It makes it very easy for me to see and, better yet, for all the techs and employees to see. If one is doing a great job, everyone knows it. Conversely, if someone is slacking off, all will see, and my operations manager and I will deal with that situation.

Weekly Sales Going Back Three Years In my office, I have the sales for every week going back three years. This is important because we can see if we are improving or going backwards and, since weeks are seasonal somewhat, we can compare apples to apples as we look at previous weeks and years. Additionally, we have our weekly sales goal in huge bold writing, to remind us what we want to do in sales every week. This is the board that gets us fired up because we want to be anywhere from 10% to 40 % ahead of the year before. One other great thing this board has done for us: three years ago we noticed that every outstanding week was a week that we did a water damage job. Due to us noticing that obvious fact, we decided to go big time into water damage, and the rest is history. Our water damage business has taken off, and that dry erase board played a major role in it.

Marketing Director’s Goals and Projects Right behind her desk she lists all her projects and goals for the next four months. I can look at them, review them with her

Organization is key to keeping everyone on task

Owner’s and Operation Manager’s Tasks The other board I have in my office is the list of projects, with completion dates, of projects for myself and my operations manager. This board keeps us on track and gives us “Top of Mind Awareness.” The boards are an easy way to track many important parts of your business. The things I have on my boards may be different from what you would put on yours but there just seems to be no downside to their use. Over the last five years of coaching businesses, I have had many clients tell me how happen they have been because they began to use these boards. Accountability is everything, so why not use this easy method to track your business, get your employees involved and take your business to another level.


49

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New Products & Technologies 2 4

3 1

6 3 Dri-Eaz New app instantly calculates GPP on Android, iPhone

5 1 Pro’s Choice X5000 leads in ozone production “The CTI Ozone X5000 leads the industry in ozone production with outputs up to 5000 mg./hr. This is a machine built for performance, simplicity, and reliability,” the company said. “Due to its large corona and dual high pressure fans, the Ozone X5000 allows larger volumes of air to pass through maximizing ozone production and distribution. Circle 253 on the Reader Service Page.

The Dri-Eaz GPP Calculator requires the operator to simply enter two values – temperature and relative humidity – and the software instantly calculates grains per pound. “There are other GPP calculators available,” mobile app designer Matt White said, “but our customers told us that the interfaces used by theses apps are confusing and they contain features that technicians rarely need.” The Dri-Eaz GPP Calculator is available in two versions: one for the Android and one for the iPhone. Circle 251 on the Reader Service Page.

4 Hydro-Force 2 Core Products Green Logic Odor Neutralizer recognized by DfE program Green Logic Odor Neutralizer was recently accepted to the Environmental Protection Agency’s Design for the Environment partnership program. The biodegradable, 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 252 on the Reader Service Page. 52


Hydro-Force redesigns the Hydro-Well Hydro-Force announces the launch of their newly redesigned Hydro-Well. “It’s been an exciting year for Hydro-Force. We’ve launched more products this year than ever before.” Hydro-Force Brand Manager Jared Twitchell said. “The new Hydro-Well is another big launch for us since we believe it to be the most affordable, feature-rich water tank on the market. We’ve redesigned the Hydro-Well to be safer and to maximize the available room in a van, and the heavy-duty, roto-molded body makes this a water tank that will outlast your truck.” Circle 250 on the Reader Service Page.

5 Interlink Supply Interlink Supply publishes 2012 Catalog Interlink Supply just introduced its 2012 catalog of cleaning, restoration and remediation products. The 320-page full color catalog features the industry’s very best carpet and upholstery, stone and tile care, and leather cleaning equipment, chemicals, accessories, and supplies. In addition, it provides the industry’s largest offering of restoration and remediation equipment, chemicals, and supplies. A complete Education, Training, and Marketing section provides specific details about product and procedures for virtually all situations a cleaning or restoration company can encounter. Circle 249 on the Reader Service Page.

6 XPower XPower introduces new multi-purpose unit The XPOWER P-600 is “the most economical, powerful, energy-efficient and ETL certified multipurpose air mover and dryer. The P-600 dries carpets, floors, walls and large areas quickly and effectively,” the company said. The P-600 is manufactured with state-of-the-art technology to ensure performance and many years of service. With a durable and rugged PP housing design, the P-600 is stackable up to 4 units. Circle 248 on the Reader Service Page.

8 7

9 7 Advance New portable extractor delivers deep-cleaning performance Advance introduces the ET600 Portable Extractor. Providing “superior heating capabilities, the ET600 ensures continuous heating of 212° degrees F solution to attack even the toughest carpet stains,” the company said. The ET600 is available in two pressures—100 psi and 400 psi—to satisfy light duty cleaning and deep extraction requirements. A cost-effective, non-heated 100 psi model for simple restoration applications is also available. Circle 246 on the Reader Service Page.

MovinCool MovinCool Solutions speed up drying, prevent mold With MovinCool’s dehumidification technology, powerful, industrial-grade blowers pull in large volumes of moisture-laden air and push out equally large amounts of dry air. The result is significantly faster recovery than with fans or dehumidifiers, reducing restoration costs. “Our portable spot air conditioners are especially valuable for emergency moisture removal because they can be put to work so quickly,” said Fran Labun, vice president, Sales Groups. “There’s practically no installation. You just roll them in, plug them in and turn them on. They start removing moisture immediately.” Circle 247 on the Reader Service Page.

Prochem Prochem releases new product catalog Prochem is pleased to announce the immediate availability of their new product catalog. This new catalog features the complete Prochem product line along with a new restoration section. The new catalog will be available at all Prochem Dealers in the near future. A PDF version of the catalog can be downloaded from the Prochem web site.Circle 243 on the Reader Service Page.

9 IDEAL IDEAL Expands Thermal Imaging Line

8 ProRestore Microban X590 replaces Microban X580 in the ProRestore line ProRestore announces that new Microban X590 is now available and ready for shipping. Microban X590 offers “superior performance consistency, streamlines inventory for both distributors and customers, and reduces the potential for an interruption in the supply chain,” the company said. “The international supply shortage of Pyrethrum, one of the key components in our Microban X580 product best known for combating insects created an opportunity for us to innovate a new product that performs better,” said ProRestore President John Ormsby. Circle 244 on the Reader Service Page.

IDEAL Industries announces the release of the HeatSeeker 160 thermal imaging camera for those who need “a highly accurate, easy to use troubleshooting solution at a price they can afford.” The IDEAL HeatSeeker 160 features a Class II laser and delivers a higher resolution thermal image (160 x 120, 19,200 pixels) and a two-megapixel visual image for ultra-sharp images in a wide temperature range of 14° F to 482° F with an industry standard accuracy of ±2° C. Circle 242 on the Reader Service Page.

R&R Restoration & Remediation

CFR CFR extractor earns CRI Gold Seal of Approval rating CFR announces that its new ECO-500 AW mid-sized carpet extractor has earned the Carpet and Rug Institute’s Gold Seal of Approval. The Gold rating, one of the highest ratings possible, is awarded to carpet extractors that excel at soil and water removal, while also protecting carpet pile. “Of course we were very excited to receive this news especially since the machine is so new,” says Doug Berjer, Product Manager for CFR. “This is a compliment to our engineering department.” The machine recycles water/cleaning solution so that it can be reused up to seven times before emptying. This is designed to help conserve water, chemical, and helps speed carpet cleaning. Circle 245 on the Reader Service Page.

Subscribe now at www.randrmagonline.com January 2012 | www.icsmag.com

53

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.

Hydro-Force Have you Brush Pro’d? The Brush Pro is a versatile tool that allows you to go where portables and truckmounts are unable to go, clean for 1/5 of the cost of truckmount cleaning and get amazing results using the latest encapsulation chemistry. Remove dry soil, lift pile, encapsulate, clean hard surfaces, and even scrub submerged oriental rugs. Please visit www. hydroforce.com or call 1-800-658-5314 for more information. Circle #101 on the Free Information Page. Circle #101 on the Free Information Page.

Kleenrite Chemical No Limit® A completely odorless deodorizer! No Limit permanently eliminates foul odors caused by urine, skunk, smoke, mildew, organic decay, petroleum fumes, garbage and more. It does not cover-up or mask foul odors with the addition of over-powering fragrances. Instead it alters the molecular structure of malodors in a way that renders them undetectable - an invaluable tool in odor eradication! For more info, go to www.kleen.com or call 800-553-3678. Circle #104 on the Free Information Page. Circle #104 on the Free Information Page.

Butler Corporation Butler System Schematic The Butler System Schematic is a pictorial representation of the Butler machine and its various components. One schematic is included with the Owner’s Manual and a laminated duplicate can be found on a pull-down, retractable holder conveniently located at the vehicle’s side door.The color-coded, sequentially numbered and indexed schematic is an easy-to-understand visual reference of the Butler System. Components are grouped by subsystem and are distinguishable by color for quick and easy identification. Circle #102 on the Free Information Page.

Core Products Green Logic™ Odor Neutralizer is biodegradable and non-toxic and with a fresh botanical fragrance, eliminates odors at the source. Green Logic™ Odor Neutralizer is recognized by the Environmental Protection Agency’s (EPA) Design for the Environment (DfE) program for safer chemistry. The oxygen action, surfactant bonding formula banishes organic odors. Effective against smoke, food, beverages and even pet odors with a neutral pH that is safe for most sensitive fabrics. www.coreproductsco.com. Circle #103 on the Free Information Page.

54


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: Volunteers are the Foundation

J

anuary. It is the start of a new year for The Clean Trust. By the end of January, the new board of directors will have officially met and begin acting on the strategic plan in place. We continue to set ambitious goals and it will take volunteers – new and old – to help us reach our true potential. This next phase for The Clean Trust will require great people with industry experience to stepup and play a role. The smaller structure of the organization provides an opportunity for more industry leaders to contribute as volunteers. The Clean Trust wants to grow its foundation of volunteers to help our veterans achieve more this year than ever before. With energy and enthusiasm, seasoned volunteers are filling some significant positions, but we still have more to fill. We are reaching out the industry and have a special request that The Clean Trust’s regional shareholder associations recommend volunteers from their pool of experts for chairs, vice chairs and committee members. We all have suggestions and opinions on what should be done; this is your chance to have a voice. Serving as a volunteer provides a way to impact the organization and make real change, ultimately benefitting our industry as a whole.

Passionate volunteers keep our committees moving the industry forward. For example, our government affairs committee was instrumental this year in pursuing state legislation ensuring that The Clean Trust certifications are recognized for its expertise and that legislators are making informed decisions when it comes to cleaning, restoration and inspection. Another example is our distance learning committee that is working to determine how to include a “hands-on” element to distance learning and deciding which courses to develop first and in which languages. These committees represent a handful of the incredible work being done by our more than 150 volunteers throughout the organization. With 46 committees, there is a committee for you. Committees range from certifications, standards and industry categories to broader activities like marketing and education. I encourage you – both new registrants and our experienced professionals – to become increasingly involved with the organization. In my career, I’ve found the most value in the organization when I am active and can affect change. In my 28 years of service, I have been the chair of the long-range planning committee, a volunteer on the finance and standards

committees, as well as past chairman for both the Applied Structural Drying (ASD) and Applied Microbial Remediation Technician (AMRT) committees. I have served on the executive committee (part of the time as treasurer and part as vice president) for 12 years and under six

different presidents. I participated in development of all water damage and mold standards and was a past chairman of SCT (1983/84). From this list, it should come as no surprise that I have truly been rewarded in applied knowledge during all of my time as a volunteer with The Clean Trust; and, I believe you can have the same experience. I am excited for volunteers to sign up and participate. Without a doubt, with the continued support of brilliant minds and leadership within our industry, The Clean Trust will continue to build up its reputation and enter the next phase of growth. If you would like to get involved, please contact The Clean Trust headquarters to find out how you can best serve.


55

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.

CRA Unveils Training Schedule for 2012

T

he Cleaning and Restoration Association announces its educational lineup for the first half of 2012. Please visit the CRA website: www.crassociation.org for course details /registration.

2012 CRA Training & Events January 3-6 11-13 18-20 19-20 25-27

AMRT WRT WRT Class 3 Asbestos Training ASD

Santa Fe Springs, CA Santa Fe Springs, CA Phoenix, AZ Sacramento, CA TBA

SoCal Regional Meeting“Hoarding and Biohazards” with Cory Chalmers of Hoarders Asbestos Building Inspector AMRT

Sacramento, CA Phoenix, AZ

WRT Combined Claims Conference ASD

Santa Fe Springs, CA Long Beach, CA TBA

AMRT AMRT Contents Processing & Packout

Phoenix, AZ Santa Fe Springs, CA Santa Fe Springs, CA

WRT ASD

Santa Fe Springs, CA TBA

AMRT

Santa Fe Springs, CA

February 15

16-17 21-24

March 7-9 19-21

April 2-5 17-20 26-27

May 9-11 16-18

June 12-15

Coming Soon in: FRST, UFT & CCT as well as NorCal and Phoenix Regional Meeting Dates! For training inquiries or information about CRA membership, call 916-736-1100, x302, email [email protected], or visit www.crassociation.org.

56


SCRT News By Gary Glenn, SCRT President

SCRT Updates

T

he semi-annual board of directors meeting of The Society of Cleaning and Restoration took place in Atlanta GA on November 5, 2011. The meeting was lively, reviewing all that had taken place at the IICRC…oops, The Clean Trust. The topic of discussion was heightened by the fact that President Glenn had polled SCRT membership to get their opinion of the name change, the response to which was extremely negative. The SCRT board felt that it was imperative that they voice the opinions of association members. All responses were sent to IICRC/TCT President Patrick Winters, along with a letter asking the IICRC/TCT to revisit and reverse the name change. SCRT will join in any movement started to reverse this decision. Until this issue is resolved, the website www.scrt.org will have The Clean Trust logo, but will state, “also known as Institute of Inspection, Cleaning, and Restoration Certification (IICRC).” Following the resignation of Tom Sherman, Cara Driscoll was elected as the new vice-president of membership. Appreciation was expressed to Tom for

all of his great service, and we still look forward to working with him as president of the Ohio Chapter. Cara is on the management team at Abatement Technologies in Atlanta, and has been an SCRT board member since 2010.

the Abilene Texas Police Force as a youth investigator. She also works with her husband in their ServiceMaster cleaning and restoration business. The new headquarters address for SCRT is now 4402 S Danville DR Abilene, TX 79606. All phone numbers and e-mails remain the same.

The Pennsylvania Chapter of the SCRT

The SCRT Board of Directors also approved the appointment of Debbie Glenn as the new administrator of SCRT following the retirement of Patti Savelle who has been acting administrator for the past four years. Savelle was the owner and manager of Bishop Clean Care, Inc. in Albany and Leesburg, GA for 30 years until 2010 when her son and daughterin-law became third-generation owners of the business following her retirement. She has been a member of SCRT since 1978 and has served on the Board of Directors since 1999. She will continue on the board as treasurer for the association. Debbie Glenn is a 20-year veteran of

The PA Chapter of SCRT held their first chapter meeting on Oct. 27, 2011, at 105 N. Main St., Pleasant Gap, PA. Chapter members present were Chapter President Doug Moerschbacher, Andrew Bower, and Paul Demers. The Chapter president assigned Andrew Bower to the post of Chapter Vice President, and Paul Demers was designated Secretary and Treasurer. Both Andrew and Paul accepted these positions. Bruce DeLoatch gave a presentation on the use of infrared cameras and how to interpret images, and members discussed plans to grow the chapter’s membership over the coming months. Members agreed to hold the next meeting sometime this month.


57

CFI Report By Norma McCormick

Why CFI?

S

ince 1954, the Carpet & Fabricare Institute (CFI) has grown to include Arizona, California and Nevada. We are one of the largest regional non-profit inspection, cleaning, remediation and restoration associations in the country. Joining CFI benefits you and your business. It allows you to attend practical classes learning new techniques in higher profit margin areas such as tile and grout cleaning, stone care and leather cleaning. Membership gives you access to discounts on training, tools, materials and chemicals. You will also get CFI pricing for the Connections Events held twice a year, WFCA scholarships and access to a Members-only area on our website. CFI membership is the right decision for your business. Call 1-800-Carpet9 today or email us at [email protected] to learn more about upcoming classes, our 2012 Regional Education Day, how you can stay ahead in today’s economic climate and more. Visit our website at www.carpet9.org, follow the link to our CFI Facebook page and join in the conversation. Plus, we are busy behind the scenes making some exciting new updates. Stay tuned!

Upcoming Events Escape the winter cold and kick off 2012 with a visit to sunny Phoenix, January 26-29, where you can network, learn and have fun with other industry professionals at Winterfest Phoenix. There is something for everyone! Will you be the best carpet cleaner? Test your skills against others in a fun carpet cleaning competition. Later learn more

58


about heat drying and PPE, followed by a local content cleaning plant tour. Learn how to increase profits immediately in your business by attending a stone and wood cleaning demonstration with the latest new products. You can also participate in a local Oriental rug cleaning tour. Enjoy optional tours and activities such as a trip into Sedona’s wine country, golf and sample the local Wild West food. To find out more about Winterfest Phoenix, including how to register, please join in the Winterfest group conversation at www.facebook.com/groups/cleanersfest/ where you can ask questions, keep updated and meet other attendees. See you there!

T H E I N N O VAT O R S

A feature rich truckmount designed for simple operation and ease of maintenance! With the El Diablo truckmount you get all the heat and power you need. A 195,000 BTU Diesel heater allows for consistently high cleaning temperatures of 230˚F and higher with up to 2,000 psi cleaning pressure. Within 30 seconds from a cold start, achieve and maintain water temperatures of 200˚F plus High heat equals outstanding cleaning performance.

Powerful portables that go anywhere and do everything! This lightweight, easy to maneuver and load portable, conquers stair climbing with ease. The MasterForce portable gives you proven performance in a compact package A portable that acts like a truckmount.

A New Pet Odor Deodorizer At Last - a new oxidizing odor counteractant, effective on all protein odors from dead body odor to pet urine. The product oxidizes the odor molecule and leaves a pleasant fresh orange fragrance in its place. Very concentrated and dilutes 10:1 with water (1 gallon makes 11 gallons). Effective on all fibers.

“AT LAST” something really works! 1-800-525-9644 • www.masterblend.net Circle 9 on the Free Information Page

Proudly Made in America


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