ICS Cleaning Specialist May 2011

DRI-EAZ

DEHUMIDIFIERS

LEAD

»OUTSTANDING

RY BEST INDUST CE AT AHAM PERFORMAN

»170 PINTS/DAY HIGH-HEAT AUTTOMATIC A CE PERFORMAN

» 504/ƒ&

PERFORMANCE » EASY MONITORING » QUICK CLEANING NOTHING BEATS i-SERIES DEHUS ON COMMERCIAL/LARGE LOSS JOBS 1» LEADING PERFORMANCE

AT ALL HUMIDITY LEVELS.

2» INLET & OUTLET CONDITIONS AT A GLANCE. Save time on readings with temps and RH displayed in real time on control panel.

3» EASY CLEANING AND MAINTENANCE. Simply remove six bolts and slip off the housing. Lift out the heat exchange block and have full access to coils for cleaning. Pumpout is easy to maintain, too.

+PLLUS S TH HESE E BE ENEFFITS!! » Wireless monitoring compatible. Model

LGR 2800i (F410)

LGR 3500i (F411)

Power

8 amps, 115 volts

10.5 amps, 115 volts

Water removal AHAM (80°F / 60% RH)

130 pints | 61.5 liters / day

170 pints | 80.5 liters / day

Water removal max (90°F / 90% RH)

200 pts. | 94.6 liters / day

240 pts. | 114.5 liters / day

Process air

Up to 400 CFM | 679.7 CMH

400 CFM | 679.7 CMH

Use weight $LUğOWHU

Track operating conditions from any Internet connection with the HygroTrac system (purchased separately).

» *KIJXGNQEKV[ƃQQTNGXGNQWVRWV GLUHFWVZDUPGU\DLUDFURVVűRRUV to accelerate drying – use with VMax for maximum results.

160 lbs. | 73 kg 0+$)ğOWHU'UL(D]SDUWQR)

Power cord

Detachable 25 ft. | 7.6 m

Construction

Rotomolded polyethylene shell

Circle 25 on the Free Information Card FIND OUT MORE AT

DRI-EAZ.COM

15180 JOSH WILSON ROAD | BURLINGTON, WA 98233 | 800-932-3030

PROUDLY LY

BUILT IN USA A

VISIT THE LEGEND BRANDS FAMILY AT

WWW.LEGENDBRANDS.NET

XL Performance, Small Size

Dehumidifier Produces up to 110 Pints per Day AHAM for Large Restoration Jobs Powerful Blower Motor Delivers 350 CFM Thermostat Controlled Defrost Ensures Performance and Efficiency Ductable Intake and Exhaust Providing Drying Versatility Tough 12” Recessed Wheels Built for Durability and Space Maximization Easy Cleaning and Maintenance A member of KÄRCHER North America

Circle 3 on the Free Information Card

www.prochem.com

2011

May Vol.50 No.5

30

Features & Columns 14

Postcards: Keep on Schedule, On Message and On Target By John Braun

18

Rx For Restoration The Disaster Division as a Separate Diversification – Part I By Jeff Bishop

20

18

To Your Success Building the Job Ticket- Part I By Steve Toburen

24

Building a Phenomenally Successful Business

34

38

Why Systems Are Critical to Your Business Success By Howard Partridge

30

Using Technology to Tackle Moisture Problems

34

Should You Hire a Salesperson?

38

The Gadget Man

By Grete Heimerdinger

By Dave DeBlander

The AFD: Your Latest Service Offering By Gordon Hanks

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

Departments 6 8 10 11 12 13 42 46 47 48 50 51 52 53 54

Editorial Comment ICS eRants & Raves ICS eMedia In My Experience News, Views & Events How I Did It! New Products and Technologies Must See Products Gallery Advertiser Index Buyers’ Marketplace IICRC Chairman’s Corner CFI News PACR News CRA News SCRT News

ICS CLEANING SPECIALIST (ISSN 1522-4708) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to ICS CLEANING SPECIALIST, P.O. Box 2146, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

4

Cleaning Specialist | MAY 2011

Our Story Rob and Wendy’s Carpet Care Our first company name should tell you all about where our roots are from. Today, you know us as Interlink Supply. Our companies are leading manufacturers of cleaning and restoration equipment and chemicals. We make the very best products for cleaning carpet, upholstery, rugs, wood, stone, and tile. We developed and patented Directed Heat Drying™ and changed the very way that water damage restoration is performed today. But we are still founded in our roots -- helping entrepreneurs grow their cleaning and restoration businesses with the best products, support, and training. Our business has grown and prospered because we have helped literally tens of thousands of cleaning and restoration companies grow and prosper their business. Our commitment to those same principles remains as strong as ever. We can’t wait to demonstrate that to you. To learn more about how our story can impact your story, visit www.interlinksupply.com, and click on the “Rob and Wendy’s Carpet Care” link.

Robert Hanks, President

TM

thermal energy system

Water

HOME by design TM

SPINERGY

STONE CARE SOLUTIONS

OMNIPRO

ZZZLQWHUOLQNVXSSO\FRPs  Circle 13 on the Free Information Card

Editorial Comment By Jeffrey

Stouffer

Face Time: Worth Its Weight in Gold

A

t the Connections Conference and Exhibition last month in Clearwater, Fla., during one of the all-too-few moments when I was able to come up for air, I spent some time chatting with Al Bradham on all manner of things, business and otherwise. Al owns and operates Carpet Care Services and DisasterCare in Summerville, SC., and it’s no stretch to say he’s a pretty well-known guy in the industry. Always ready with an easy smile, Al’s one of those folks who seems to have been blessed from birth with the ability to make you feel like you and he have been lifelong friends 30 seconds after you first shake hands. My usual M.O. at any show or event, between managing the day-to-day affairs of the magazine, is to strike up a conversation with as many attendees who’ll stop and give me the time of day. And it’s definitely attendees, especially on Day One; a seasoned exhibitor can spot a non-buyer/editor at 20 paces, and the speed with which they flee is quite impressive. It’s pretty much what you’d expect: where are you from, what’s your company do, how long have you been in the business, yada yada yada. As you might guess, I’m also very interested in what they think of the magazine: the good, the bad and what might make it better. Meat and potatoes stuff, sure, but then I tend to stick with that chestnut of an axiom: if you want to know something, ask. In the midst of our conversation I mentioned this to Al, how I like the social engagements shows like Connections allow. We’d been riffing on the pros and cons of social media, online forums – the occasional meltdown posted at 2:45 a.m. on a Friday night can make for some mighty interesting reading – and the like, and Al said (by the by, the tape recorder was off and nestled deep in the pocket, and the memory’s a hazy place on a good day, so we’re using paraphrase to maximum effect here) how it was interesting that, with all the hype surrounding this new era of instant digital access to seemingly any detail about anybody, most of his relationships continue to be founded on good ole personal, face-to-face interaction. Be it trade show, association meeting, networking breakfast, community event or other social opportunity, the value of having the chance to shake someone’s hand, look them in the eye and take measure of them in person cannot be overstated. That’s why it’s perplexing how some people will drive six hours to a show (and others fly 2,500 miles) only to bury their heads in their smartphone or laptop for the duration. That face time, those opportunities to connect and reconnect? It’s priceless. It’s what successful relationships – and successful service businesses – are built on.

®

Group Publisher ] Phil Johnson, 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

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 (203) 482-8502 Western Regional Manager ] Jim Roy (818) 224-8035, ext. 2215 Classified Sales Manager ] Sharon Ward (847) 405-4017 CORPORATE OFFICE: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 www.bnpmedia.com CORPORATE DIRECTORS Publishing ] Timothy A. Fausch Publishing ] John R. Schrei Corporate Strategy ] Rita M. Foumia Marketing ] Ariane Claire Production ] Vincent M. Miconi Finance ] Lisa L. Paulus Creative ] Michael T. Powell Directories ] Nikki Smith Human Resources ] Marlene J. Witthoft Conferences & Events ] Emily Patten Clear Seas Director ] Beth A. Surowiec Marketing Contact/Manager ] Rick Arvidson AUDIENCE DEVELOPMENT Audience Development Coordinator ] Christina Gietzen Multimedia Specialist ] Alison Illes Audience Audit Coordinator ] Carolyn M. Alexander

BNP Media Helps People Succeed in Business with Superior Information Single Copy Sales Ann Kalb Tel. (248) 244-6499 E-mail: [email protected] For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail [email protected] Web: www.icsmag.com List Rental Postal contact:

Kevin Collopy at 845-731-2684 [email protected] Email contact:

6

Cleaning Specialist | May 2011

Shawn Kingston at 800-409-4443-828 [email protected]

Circle 18 on the Free Information Card

ICS eRants & Raves Questions, Insights and Outbursts from ICSmag.com Bidding 70 Bank Locations with No Specs?

Groupon Re-visited (I Don’t Get It ) There is a competitor in my area today with a Groupon offering two rooms cleaned up to 250 square feet each with ScotchGard included for $59, which really is $29.50 for him. Come on, really? Unless you have serious add-ons, I can’t see this as profitable. They have 49 of these with one day to go. Seems like they will be spending the spring doing $29 jobs. As a side note - Is this company really putting down Scotchgard for up to 500 square feet in this offer?

– Greg D.

Security System for Drying Trailer

I have an opportunity to bid on approx 70 branch locations. I did a bid on their home corporate location and did not get it, I was at about $.06/ft. The problem is these “branches” are scattered all over the Chicago metro area, some up to 40-50 miles away. I know they will not pay much, but I am thinking of submitting a bid. I really don’t want to drive all over creation measuring these things out, so is it crazy to just throw out a number, such as a square foot rate and a travel charge or something to that effect? I may be able to get the dimensions, etc. from a contact I have that works for the company, right now no specs. – Brian M.

Can anyone suggest a solid security system for a drying trailer? I don’t have a higher than normal garage that I can park this in, and I’m concerned about the cost of downtime/replacement if stolen. I have insurance but still don’t want the hassle of dealing with stolen equipment. Maybe a GPS, geo fence, silent alarm if tampered with, etc.? – Rick A.

And Another One Bites

the Dust.....

Wow, I did NOT see this one coming! The largest cleaning and restoration firm in NW Wisconsin just closed their doors! They were based out of Eau Claire WI (the closest ‘big’ town we have) and had satellite offices throughout the area. I don’t know the specifics yet, but I have positive confirmation they are no longer in business and that everything they have (down to the last stapler) has been liquidated off! Strange, as owner/operators we often think ‘if I could just get big with techs and office staff, then I’ll have a solid, secure business’. But larger businesses face the same economic challenges smaller ones do. And if they aren’t watching the downward ‘trends’ in their numbers and production, they can fail just like smaller companies can!

$ervice Call Fees We are all used to being “challenged” by adjusters on our fees and charges, but lately I have noticed a new one from Allstate. They now are saying that they won’t pay for a Service Call during normal business hours. They say that since we are already working, the fee isn’t justified. I say BS! We haven’t backed down on the charge. We simply send them a copy of the description of the charge from Xactimate and tell them that not paying the charge is dishonest and it would be charged back to the insured. Anyone else seen this?

– Mike T.

– Aaron S.

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

Cleaning Specialist | May 2011

Circle 8 on the Free Information Card

ICS eMedia An Offline Look at What’s Happening Online

For more go to www.icsmag.com

Truest Grit

Putting Pen

Construction and maintenance pros, do you have what it takes to takes to excel today? I’m not talking about aggressive cost cutting or crazy-efficient management techniques. Chances are you are already doing those things. I am asking what is below your surface, deep down inside you. Do you have an extra gear that will allow you to bravely lead your team into an uncertain future? Can you withstand undetermined months (or years) of a brutally slow construction economy? I have been thinking about this since running on a beach in Florida one evening and encountering a boat washed up on the shore, right where you would normally find sunbathers and sand castles. It was clearly out of place. Ironically, the boat was named “Perseverance.” — Tim Fausch, The ICS Blog Spot, 4/12/2011

Do you have your 2011 yearly goals written down? Do you have your 90-day goals written down? Your weekly goals? How about your daily goals? I dare say that the vast majority of business owners in our industry would have to admit that they do not have these written goals and therein lies a gigantic blunder. Did you know that upwards of eightyfive per cent of all written goals come to fruition? With that being the case, why don’t more owners use this incredibly powerful tactic? First off, most probably had no idea that was true and secondly most are living in a situation called the tyranny of the urgent. They are dealing with day to day situations all day long and never get to thinking about or planning for the future.

Proper Cleaning is

Green Cleaning

All cleaning is green cleaning, or at least, it should be. By definition, cleaning is the removal of unwanted matter including macro soils (those we can see) and micro soils (those we can’t see). This includes removing or eliminating harmful chemicals and other matter, and transforming people and processes that pollute into those that don’t. Cleaning, by its very nature and definition, is, or should be, green. Still, the rallying cry and focus of “Green Cleaning” has been an important wakeup call to remind us that too often we haven’t been cleaning, but polluting (e.g., spreading dust or germs rather than removing them, adding toxic substances to the air and the environment rather than ridding it of those). Thankfully, ‘Green Cleaning’ has prompted examination of products and processes to determine how they affect both built and other environments. “Green Cleaning” has moved our industry in a very positive direction indeed.

— Allen Rathey, The ICS Blog Spot, 4/11/2011

Be Open-minded With Your Choice of Technique When a major carpet mill was faced with a soft floor covering problem in the Anchorage, Alaska warehouse of one of their clients, they turned to Bob Reynolds and J&S Steamway Inc. to resolve it. Reynolds, a senior textile inspector, has been in the cleaning industry for more than 27 years. His company operates six vans with HWE truck-mounted systems, several portable extraction units and one low-moisture cleaning system. This last would seem easy to dismiss, save for one thing: at this writing, Reynolds is the only service provider in Alaska certified in low-moisture cleaning. J&S Steamway focuses primarily on the residential sector, but after this project, Reynolds says he may well shift his attention more toward the commercial side of the business.

— From “The Two-Pronged Approach: Cleaning in The Last Frontier” by Jon Whittaker

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Cleaning Specialist | May 2011

to Paper

— From “The Power of Written Goals” by Dave DeBlander

The ICSmag.com

Web Poll: The recent uptick in gas prices:

20% Is causing me to scale back my service area 13% Is making me cut spending in equipment and supplies 7% Is causing me to look at more fuel-efficient vehicles

60% Isn’t a problem; I’m able to pass it along to my customers

In My Experience…

Key Points to Consider With Callbacks

C

allbacks, or what we refer to as “reservices,” are a necessary evil in the cleaning industry, and one that all involved parties should strive to minimize; you can’t put an end to them, but you can do you best to limit them and the damage they can do. There are many different variables to consider when dissecting how they can be prevented. Customer requirements and expectations; technician attitude, personality, technical skill level and knowledge; equipment, technique and chemicals; the type of textile, and type of soil or stain are just some of the factors to scrutinize when investigating what went wrong at a job. It becomes apparent with experience that reservices are going to happen, even if you are the most-highly skilled technician. When receiving a call for a re-service, you must absolutely be sure to thank the

client for bringing the concern to your attention. The fact that the customer was even willing to call you back and give you a second chance is enormously important and should be encouraged. Thank them for providing the opportunity to correct the situation and restore their trust. Who knows how many of your customers may just call another company without ever giving you the second chance? Next, throw away any excuses that you or your employees may come up with to as why the re-service was called in. Accept that someone or something did not satisfy the needs of the customer, and focus on what’s important. Determine how this scenario will be prevented in the future. Learn new techniques. Become more personable. Educate the customer. Take the customer’s concern and put it to use. Customers are the best learning tools. Accept no excuses,

By

Marcus Taylor

only prevention. Additionally, consider rewarding employees who are doing well and receiving no or minimal re-service calls. All too often, we only act when negative situations arise. This creates a hostile environment. Try a bonus program or incentives for those who receive the fewest re-service calls. Make a big deal about these employees’ efforts in meetings, to show everyone that this is what they should be striving for. The most important thing you can do when handling re-services is to maintain honesty and integrity throughout the process. Be honest with your customers about the service, and with yourself and your employees about the job. Customers will forgive a mistake as long as all efforts are made to correct it, but they will not forgive dishonesty.

Marcus Taylor has been working in the industry for more than 5 years. Currently the cleaning department director for Modernistic, a large cleaning and restoration company in Troy, Mich., he is an IICRC-certified Journeyman Textile Cleaner, Journeyman Water Restorer and Journeyman Fire and Smoke Restorer. You can reach him at (800) 627-5080 ext.126

May 2011 | www.icsmag.com

11

News, Views & Events Fireline’s grand opening a resounding success Fireline Systems’ recently celebrated the grand opening of its new contents restoration training facility in Scottsdale, Ariz. “We would like to thank all the restoration companies and insurance industry reps who attended the opening,” the company said. “Our Open House event was followed up by our first Strategic Contents Restoration Workshop. We would also like to thank all those who attended this benchmark training event, and we look forward to supporting these companies as they expand their contents division capabilities.” Firelineinfo.com

Smoke Clean of New England marks 40th anniversary Pemberton, Wagner join RSA faculty The Restoration Sciences Academy announced the addition of Jim Pemberton and Lisa Wagner to its faculty to develop the new RSA Textile Specialists training program. “Jim and Lisa published a powerful article last year about the state of training in the industry,” notes RSA Manager Brandon Burton. “Their discussion about the current lack of textile specialist training available in the industry and their proposed fixes to the problem convinced us that they were the perfect choice to design a superior level of training for RSA.” Restorationsciencesacademy.com

Interlink Supply announces new Las Vegas location Interlink Supply announces the opening of the latest Interlink Supply location in Las Vegas, Nev. “We are excited to be entering into the Las Vegas market,” Tom Porter, Vice President of Operations said. “We look forward to assisting our traditional customer – the cleaning and restoration professional, along with having a staff specifically assigned to the enormous institutional market in the area. We are glad to be there from the ground up as the Vegas market recovers from the economic challenges of the past few years.” Interlinksupply.com

Calendar of Industry Events Conventions & Trade Shows

May 11-12: 2011 DRC Conference and Trade Show, Toronto. Call (905) 820-5215 or go to www.drctradeshow.com for more information.

May 16-20: 2011 Crawford Contractor Connection, San Diego, Calif. Go to www.contractorconnection.com/contractorconference for more information.

Aug. 15-17: ABRA 2011 Conference and Trade Show, Seattle, Wa. Call (888) 979-2272 or go to www.americanbiorecovery.org for more information.

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Cleaning Specialist | May 2011

Smoke Clean of New England, Inc., marked its 40th anniversary with the purchase of a new state-of-the-art facility in Warwick. Smoke Clean Vice President Mike Pomeranz said, “The fact that we were able to secure this larger, new facility, along with investing in the latest stateof-the-art cleaning methodologies and equipment reflects our strong regional growth over the past 40 years and our successful diversification in the commercial cleaning industry in New England.” Smokeclean.com

Ashkin Group selected as green cleaning resource for HFI The Ashkin Grouphas been selected as the sole provider of green cleaning information for The Healthy Facilities Institute (HFI), an online resource for creating and maintaining clean, healthy indoor environments. “We selected The Ashkin Group because they are widely respected as the most authoritative, definitive source of information on green cleaning and sustainability,” said Allen Rathey, president of HFI. “They also share our vision of making the indoor environment a healthier place using science-based information, cleaning practices, and products.” Healthyfacilitiesinstitute.com

L

et’s face it: the past few years have been a bit bumpy, even for the most stalwart of carpet cleaning and restoration firms. It’s hard to navigate a stormy economic sea without taking on a bit of water; the companies that found a way to bail themselves out of dire straits, then, deserve some recognition. “How I Did It!” is a chance to share with your peers how your company found itself in a hole, and what you did to dig yourself out and start heading back down the path to prosperity. “I had $150 and a cell phone to my name when I started my commercial cleaning business; it was the only kind of company I knew that I could start with very little money. I knew I had to set myself apart from the competition, and quickly decided that my company would provide “green” cleaning services and market to healthcare facilities. “I did all the research I could on healthcare facilities and medical buildings, and the rules and regulations they are required to follow. I didn’t have my own computer or Internet access, so I set up camp at the public library and used the computer there. I didn’t mind, because I had no other option: I had to learn, and learn quick. Then I got a local phone book, opened up the Yellow Pages and began cold calling. I called every healthcare provider in the phone book and, when I reached the end, I started over again. I called all day, everyday, until I started getting appointments. “My first contract was $1,500 a month. I used that money to live, keeping my expenses as low as I could. Soon I booked another small job; luckily this place had equipment on site so I didn’t need to purchase any. As soon as I could, I started using some of the money to buy equipment. I had no car, so my then-girlfriend now-wife allowed me to use hers. I kept booking new jobs until I was working from 7:00 pm until 5:00 am every night of the week. “That was about 9 months ago, but it feels like a lifetime. Today we (I’ve got nine employees working for me now) do around $15,000 a month in contract work – that’s a long way from no car, no money and the public library! I guess I should be pretty happy. My father always told me “He who makes it while struggling made it the best.”

- Joseph Aiello, Environmental Cleaning Concepts

Is your tale worth telling? Go to icsmag.com, click on the “How I Did It!” interactive form and submit your story today.

May 2011 | www.icsmag.com

13

Postcards: Keep On Schedule, On Message and On Target By

T

he Internet is all the rage, yet tried and true advertising techniques are still very profitable for cleaning companies. One of the most effective advertising media for cleaners is a postcard. With postcards you can get your clients to clean more frequently and guard them from your competition. For gaining brand new clients, postcards can also work extremely well if you follow a few basic rules. Five essentials to get cleaning jobs with postcards: 1. Your target (who you send the postcard to) 2. Your key message 3. Your offer and call to action 4. Repetition gets you noticed 5. Get their attention

Your Target Everything you do should be centered on your target prospect. If you are

buying a mailing list, strongly consider which neighborhoods your ideal clients live in. Think about their income level. Think about the value of their home. You can buy a mailing list based around those criteria. You can target exactly the ideal client for your cleaning business. No other media will allow you to do this type of targeted marketing. Want to keep your clients calling you back? Want to get referrals? Perhaps the best single best way to keep in touch with your existing clients is with a postcard. Sure, email newsletters are great, but they are not a replacement for good old-fashioned snail mail. In fact, I recommend you mail to your current clients monthly or every other month at the very least. Do this even if you only have a few clients on your mailing list. These are people who have already raised their hand and said, “I have the money to afford your service and 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. 14

Cleaning Specialist | May 2011

John Braun

1 2

Know your essential actions

3

Be clear, concise and consistent with your message

It’s all about repetition: one shot will not do it

Postcards: Keep On Schedule, On Message and On Target

Continued

need for cleaning.” Plus they already know you, so they’re five times more likely to use you again. Don’t rely on a refrigerator magnet to keep your company on their mind; mail to them often. Postcards work great for quick reminders about cleaning and to announce special offers. In fact, you can even incorporate your oversized postcard into a postcard/newsletter that really attracts attention.

do well. Also use postcards to cross promote your services. If you cleaned carpet for a client, send them a tile cleaning postcard the next month. If you did a water damage job for a client, tell them about your carpet and tile cleaning services with a different postcard. If you were even remotely in the market to buy new carpet and you saw an ad that said, “Buy New Carpet and Get a FREE $500 Lowe’s Gift Card,” this would likely interest you. It’s all in the offer. And when I talk about an offer, I don’t mean 10% or 20% or even 40% off. These type offers don’t do much because they’re not believable. Most often, your prospect just assumes you’re inflating your prices so you can offer discounts. Instead, arranging package deals or giving away extra premiums work much better. Once you make the offer, call the prospect to action! Ask for the sale. Simply tell them exactly what to do. Tell them to call “XXX-XXXX” and tell them who they’ll be speaking with. And let them know if you’ll be giving them an estimate on the phone or coming to their home for an exact quote. Take them by the hand and walk them through the process of doing business with you.

Your Key Message I look at a lot of postcards and ads for cleaning companies. The vast majority have little to no sales message whatsoever. I’ll suggest that mailing a postcard with a cute kid or puppy dog with a headline like “Got Dirt?” won’t get you many sales. Why? That headline has no benefit to the prospect. “Got Dirt?” isn’t something they want. You need to have a message that pulls the reader in and sets you apart from the competition. What do you do that’s different? Are your guarantees better? Is your cleaning more thorough? Do you clean healthier? Are your employees friendlier? Give them reasons why they should use you. Can’t think of anything? If nothing else, this can be done by having a simple bullet list of “5 Reasons Why….” This is often overused, but it sells. It helps you give reasons why your prospect should hire your company over the rest. Make sure your postcard has a unique benefit that is clearly explained in your headline and graphic.

Your Offer and Call to Action Your offer is perhaps the most important part of your postcard. The offer could literally make or break the postcard. It’s important to tailor your offer around your target. If you are mailing to a neighborhood of million dollar homes, the offer should be different than that aimed at the neighborhood of $200,000 homes. For current clients, your offers should be specific to your relationship with them. Offers that are truly “for clients only” can 16

Cleaning Specialist | May 2011

Repetition Gets You Noticed When targeting new clients, mail a series of postcards. Notice I said “series.” Don’t mail one postcard and give up. In fact, realize that postcards take a series of messages to make an impact. The fact of the matter is you can’t tell your entire story in one postcard. It’s difficult to take a prospect from not knowing you at all to picking up the phone and calling you for cleaning. But sending a series of well-designed postcards with a great sales message will win them over. The huge flaw that crushes a postcard campaign is infrequent mailings. For new prospects, mail one postcard today, the next in 7 days, and the next in another 7 days. Then you can pause for a couple months and start the same sequence again with perhaps a new series of postcards.

For repeat clients, keep mailing to them every month or two for up to three years. How could they forget you? You’ll inspire more frequent cleanings, referrals, and lock in a client for life if you mail even a mediocre postcard campaign.

Get Their Attention 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. Make your offer personal. If you’re making a special offer to repeat clients, announce that your offer is strictly for repeat clients. If you’re mailing to new prospects in Ashbury Hills, put in the subhead that this offer is strictly for homeowners in Ashbury Hills. Make the reader feel like the message and offer is just for them. The competition is fierce. You’re competing with everyone else that sends your prospect mail. If you send something show-stopping, they’ll take a glance. They may even set all the other bills and junk mail to the side so they can sit down and read your postcard. Think out of the box. It will take your company to new levels. Your new prospects will be interested, and your current clients will stay interested.

Big Profits – FAST! 3M Scotchgard is an easy add-on sale that can quickly deliver big SURÀWVWR\RXUERWWRPOLQH,QIDFWRQHWHFKQLFLDQFDQHDUQXSWR DQKRXURUHYHQRYHUWKHFRXUVHRID\HDU²MXVWRQ Scotchgard sales alone!

Here’s how it works…

Selling Scotchgard just got EASIER!

The Average Job… ,WZLOOWDNH\RXMXVWPLQXWHVWRDSSO\6FRWFKJDUGRQ VTXDUHIHHWRIFDUSHW/HW·VVD\\RXRQO\FKDUJH FHQWVVTXDUHIRRW«VTIW[FHQWV DQH[WUDLQ \RXUSRFNHWRQRQHMREDORQH If you apply Scotchgard on just 4 average jobs a week… MRE[MREV  PLQXWHVRIZRUNMRE[MREV KRXU