ICS Cleaning Specialist July 2011

JULY 2 0 11

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

The Rug Cleaning Pre-Inspection Process

Options for Building a Cleaning Website

You Don’t Really Need These Gadget...Unless

How Software Fits Into the Cleaning Equation

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

See page 35 for details

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No Nonsense Performance The Apex GTX continues Prochem's tradition of excellence by offering performance and value in one package. Powered by a powerful and reliable liquid-cooled Kubota gasoline or diesel engine, combined with a smooth running Sutorbilt tri-lobe blower the Apex GTX provides high-performance dual wand operation, durability and simplified maintenance. All Prochem Truckmounts are now Covered by a 2-Year Parts & Labor Warranty KÄRCHER North America

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www.prochem.com

2011

July Vol.50 No.7 o.7

Features & Columns 14

A Closer Look at Ceramic/Clay Tile

18

How Software Fits Into the Cleaning Equation

22

Building the Job Ticket – Part II

26

The Rug Cleaning Pre-Inspection Process

30

The Disaster Division as a Separate Diversification – Levels of Commitment

49

By Stanley Quentin Hulin

By Jeffrey Stouffer, editor

26

By Steve Toburen

By Aaron Groseclose

38 50

By Jeff Bishop

34

Options for Building a Cleaning Website

38

You Don’t Really Need These Gadget...Unless

40

Departments

By John Braun

By Gordon Hanks

The 5 Vital Components of a System By Howard Partridge

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

6 8 10 12 13 42 44 46 48 49 50 51 52 53 54

Editorial Comment eRants & Raves eMedia In My Experience News, Views & Events New Products and Technologies Must See Products Gallery Buyers’ Marketplace Advertiser Index CFI News IICRC Chairman’s Corner CRA News CCINW News PACR 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].

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Cleaning Specialist | JULY 2011

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Editorial Comment By Jeffrey

Stouffer

Going Green with BNP Media

O

ne of the great things about being part of a larger media organization is the ability to cross promote, to introduce a readership to opportunities that might otherwise escape their attention. This August, we’re seeing just such an opportunity arise. The “Virtual Green Expo: Focus on Green Schools” presented by BNP Media, Aug. 4 from 9 am to 4 pm, is an online event designed to place information, peers and solution providers at your fingertips. Leveraging the power of a virtual trade show platform with the unique and vital information from green school experts and thought leaders, specialized webinar topics on high-performance K-12 and college/university buildings and educational facilities will address: • Specifying interior, exterior and mechanical systems (including plumbing, heating, flooring, roofing and wall systems) • Creating a high-performance, healthy learning environment • Financing, operating, maintaining and cleaning a green school There’s something here for everyone, from architects and building owners to contractors, cleaning professionals, facility managers and anyone else interested in learning the latest in green schools maintenance and operation. Why a “virtual” show? It’s fast, easy, convenient and cost effective; just log onto your computer from the comfort of your office or home and join the conference. All keynotes and webinars are included with your free registration. Attendees will earn AIA and USGBC continuing education credits while viewing demonstrations on the latest technology; visiting exhibits; downloading presentations and collateral information, and networking with peers. The “Virtual Green Expo: Focus on Green Schools” promises to provide an eyeopening look at how far the industry has come, as well where it’s going. What: Virtual Green Expo: Focus on Green Schools When: August 4, 2011 | 9 am - 4 pm ET Where to go for more information: www.TheVirtualGreenExpo.com See you there!

®

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 (410) 327-8917 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 Custom Media Group ] Christopher Wilson 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 800-223-2194 x 684 [email protected] Email contact:

Michael Costantino at 800-223-2194 x 748 [email protected]

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Cleaning Specialist | July 2011

Reveal Results For Your Clients. For Your Business. With the NEW E-Series Thermal Cameras from FLIR, Damage Restoration Pays. E-Series cameras can open doors and grow your business. With 50 years of experience and more than 200,000 thermal cameras delivered, see how an E-Series camera can find your problems and change your game. Visit www.flir.com/meet-E to see a video demonstration, or call 866.477.3687 today.

Quality – Innovation – Trust

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InfraMation 2011 The Leading Infrared Camera Users Conference!

Bally’s Las Vegas November 9 - 11

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ICS eRants & Raves Questions, Insights and Outbursts from ICSmag.com Starting to Feel a Little Anti-Social About Media? This is to notify any people that may be contemplating contacting me via the following: Facebook; Twitter; Linkedin; Branchout or any other social media, please be advised I’ve had these programs up to my ears and have cancelled, or am in the process of canceling them. No offense to anyone, but I’m just getting too much stuff and have had enough.

– “Shorty” G.

Pay No Attention to the Man Behind the Curtain! OK folks, in one of the cities we do business in, we’ve got the opportunity to buy out a competitor. He has some nice and profitable relationship. My question is, should we purchase the company and change the name to ours, or leave it in place and operate it in stealth mode?

Shades of a Different Color

– John M.

Last year and this year I’m seeing a whole bunch more color-damaged carpet from area rugs. Am I the only one who sees this? I’m not talking about those latex backed bathroom mats that turn nylon fiber yellow, been seeing those forever, I’m talking wool rugs with that fabric backing and with a frame of backing glued to it alone the edge. Turns carpet several different shades. – Noble

Help! How Do I Handle This? Got a call from custy that I cleaned for 3 weeks ago. They just bought the home, it was vacant, very clean, easy cleaning. They’re from out of state; never met them, got the job thru their Realtor. Well, they just moved in, and their cat keeps going to the same corner and peeing. Now they want me to come and re-clean the corner because “apparently I did not remove the odor from the previous owner’s cat.” What the…? There were no indications of any urine/cat odor anywhere! I didn’t speak to him yet, but I don’t think this is my problem, to be honest. I am willing to treat the area with enzyme and re-clean, but I should at least charge a minimum spotting charge, don’t you think? Even if there was a corner that I cleaned and treated for urine, I would not guarantee his cat won’t go there. It’s not my fault his cat is whizzing everywhere! I think he is expecting a freebie cleaning to clean the cat urine that his own cat is putting down. How do I handle this situation?

What Would You

Do?

Here’s the scenerio: an extended water loss at a weekend home; nice quality. Heavy mold damage to 1/2 of the home; will need a gut and remediate. Adjuster calls us in to begin emergency mitigation. We set two containment dehumidifiers and do a packout of the salvageable items (verbal authorization given by homeowner and signature by adjuster) which come back to the shop and are processed; dry cleaning goes in to be serviced. One week later we receive word that the claim has been denied by the insurance company. Flash forward three weeks: We have a trailer and truckload of contents at our shop, cleaned and taking up space. We have $2,000 worth of dry cleaning that is paid for (by us) and sitting in our shop. Customer will not answer any phone calls from us or the insurance company. What would you do?

– Aaron S.

– Joe D.

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 | July 2011

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ICS eMedia An Offline Look at What’s Happening Online

The

For more go to www.icsmag.com

ABCs of VCT

Walk into virtually any commercial facility today and odds are pretty good the floor under your feet is vinyl composition tile. VCT has proven to be a highly popular flooring choice because of its durability and ease of maintenance. But in order to sustain its durability and be reasonably scratch resistant, VCT needs to be cleaned regularly and maintained properly. VCT also requires protection, and a polyacrylate floor finish creates a “renewable, repairable, restorable” wear layer that can be used to maintain the beauty and clean, shiny appearance that people want to see in a floor. Thus, a primary goal for maintenance professionals is keeping VCT floors clean and looking their best, which helps extend the life of the floor. However, accomplishing this goal is fraught with challenges, such as constraints on time, budget and personnel. — From the Web Exclusive Feature “VCT 101: Professional Floor Care Done Right” by Ed Thomas

Finding Ways to

Get Back to Work For the last two years, more than 13+ million U.S. workers have been unemployed, many for very long stretches. Let that number – 13 million – sink in for a moment. That’s like saying the entire population of Illinois has been laid off. The current national unemployment is hovering around 9%, but that varies by state. A few years ago, such numbers and percentages were unthinkable. What’s even more baffling is there are plenty of companies looking to hire, but finding the right candidate is harder then ever. And many markets are sending mixed signals as to whether there is truly a worker shortage or just a shortage of the right workers.

— From “ Finding and Filling Jobs in Your Market, Part 1” by Tim Fausch

Nothing Like Getting It Up Close and Personal I have visited more than a few flood houses throughout the U.S., and even in Australia, in my years with ICS and R&R, as well as getting the up close and personal view from the EXPERIENCE at the Connections Convention and Trade Show in Las Vegas, but this is my first real life “experience” in my own home. This is no major flood or restoration job by any stretch of the imagination but even I was surprised at just how much remediation is involved from the seemingly benign water leak under my kitchen sink. The burst of water that came Monday of this week in the morning that my wife heard under the sink from the drain pipe was the first notice we had that this pipe had been slowly leaking and creating havoc in our cabinet under the sink, the wood floor in the kitchen and the storage area of our basement and some contents. I didn’t even know mold could grow in Colorado, the driest place on the planet this side of Antarctica, but go figure, it was there.

— From “What the Heck Was That…Oh Boy” by ICS publisher Evan Kessler

The ICSmag.com

Web Poll: The surface or textile I’m least comfortable cleaning is: 36% Silk

It Comes With the

Territory

Okay, I don’t know what you think I meant when I wrote CYA, but to me being from New York we refer to it as “Cover Your Anatomy!”…— thought I was going to write something else besides anatomy? Hopefully, I got you to chuckle but it’s a very serious topic. The nature of our business is we can play with fire, water, air, hang from rooftops and a whole bunch more that puts customer’s homes and businesses at risk and our staff at risk, too. It all can have a dramatic affect on their property and their lives. There is potential liability lurking around every corner. That comes with the territory of being a contractor. So, what can we do about it? We can be better prepared and train like heck!

— From “The Power of CYA” by Al Levi 10

Cleaning Specialist | July 2011

14% Leather 14% Natural Stone 0% Wool 36% I’m comfortable cleaning any surface I might encounter

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In My Experience…

mediate “yes” or “no” answer, e.g. “Would you like to have your sofa protected?” And as we all know, when you do that, nine times out of ten, it’s going to be a “no.” We started showing him different approaches, things along the lines of “Wow, your sofa came out great, don’t you think? It really makes the room,” and such that allow you to engage the client in conversation, address the topic at hand and uncover any situations that may affect it, like does she have kids, or dogs? That information naturally leads you to being able to introduce ideas like “Getting it protected now would save you from all those headaches spills might cause you down the road.” The idea is to have a conversation, to show them that you’re on their side, and not to give them a sales pitch that automatically puts them on the defensive.

Taking on a New Role By

N

ot too long ago we were having a conversation about up-selling, and one of our technicians was feeling pretty down about it, because he has a really hard time closing the sale. He’d be on site for one job or another, and he’d make recommendations to the client for an additional service, but no go. He’s no newbie; he’s been around for a while, he’s a very lik-

Gabriel Peretti

able, personable guy, but for whatever reason he’s just been unable to close those additional sales. So in our weekly meeting, we started to incorporate role playing. We started asking questions, as if we were the client, to get an idea of his approach. What we discovered was that nearly all the questions he would put to a client demanded an im-

Three days later, he sold an additional $600 on two consecutive jobs. He did it not by being a salesperson, but really, just by being cool about it. He observed, listened and responded to the clients’ observations, and they in turn responded to him because he was able to build up that trust with them. As you might imagine, he’s completely motivated and approaching things in a totally new way.

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

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Cleaning Specialist | July 2011

News, Views & Events Aztec holds grand opening of west coast training facility Aztec Products announces the grand opening of a new west coast stocking and training facility in Santee, Calif. The hands-on training and stocking facility will be managed by Skip Edwards, an Aztec sales representative with over a decade of experience in concrete polishing. “Aztec is thrilled to have Skip Edwards as part of our team,” said President Whit Beverly. “He has extensive knowledge of the polishing industry. We feel complimented that he has picked Aztec’s UltraGrind as the system he feels excited and confident to provide to his customers, who have trusted his recommendations for over a decade.” Aztecproducts.com

RSA’s Kimmel earns WRT, ASD instructor certification Restoration Sciences Academy has received official notification from the IICRC that Brendan Kimmel has received full certification as a Water Restoration Technician and Applied Structural Drying instructor. “This is a very notable and hard-earned achievement,” said Brandon Burton, Technical Education Manager for Restoration Sciences Academy. “My colleagues at RSA join me in congratulating Brendan on this important accomplishment.” Restoration Sciences Academy provides restoration training and conducts scientific research on restorative drying. RSA operates training centers throughout North America and in the U.K. and also offers instruction at customer locations. Restorationsciencesacademy.com

HFI becomes ISSA Alliance Partner The Healthy Facilities Institute and ISSA have announced an alliance to provide cleaning organizations with ongoing education about the Cleaning Industry Management Standard and other key initiatives designed to foster healthier indoor environments. The partnership will include cooperative efforts to reach cleaning service providers (CSPs) and other influencers through articles and communications highlighting the value of CIMS and CIMS-GB, and the upcoming Clean Standard for K-12 Schools. “We are pleased to be involved with ISSA in assisting cleaning organizations to learn about programs that boost professionalism, improve indoor environments, and add value,” said Allen Rathey, founder and president of HFI. Healthyfacilitiesinstitute.com

CIRI announces call for papers for fall symposium The Cleaning Industry Research Institute International announces its call for topics, proposals and papers to be considered for its science and technology symposium, “Cleaning Effectiveness and the Science of Antimicrobials & Disinfectants.” The event will be held at the Georgia Institute of Technology Conference Center Nov. 9-11. The program is a follow-up to CIRI’s April conference that focused on green cleaning, its science, efficacy and health implications. Proposals should be sent to Dr. Steven Spivak, chairman, CIRI Science Advisory Council ([email protected]) and a copy to Jim Harris, Sr., CIRI chairman ([email protected]). ciriscience.org

Calendar of Industry Events Conventions & Trade Shows

Aug. 15-17: ABRA 2011 Conference and Trade Show, Seattle, Wa. Call (888) 979-2272 or go to www.americanbiorecovery.org for more information. Sept. 7-9:

2011 Connections Convention and Trade Show, Las Vegas. Call (888) 881-1001 or go to www.connectionsconvention.org for more information.

Oct. 18-21: 2011 ISSA/North America in Las Vegas. Call (800) 225-4772 or go to www.issa.com for more information.

HydraMaster unveils YouTube channel HydraMaster has created a YouTube branded-channel specifically to educate customers on maintenance and service issues. The HydraMaster Service Series channel is located at http://www.youtube. com/user/HydraMasterProducts#g/a. The videos all feature HydraMaster service technicians and engineers discussing the equipment. “This has proven to be one of the most effective ways we have found to communicate with our end-customers,” says Mark Baxter, product manager for HydraMaster. Hydramaster.com July 2011 | www.icsmag.com

13

Hard Floor Maintenance Opportunities

By

Stanley Quentin Hulin

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

A Closer Look at Ceramic/Clay Tile Ceramic flooring has been around for thousands of years, as evidenced by the many archeological dig sites around the world.

I

t is one of the most durable of all flooring materials used today and, when you combine that with manufacturing innovations, it is no wonder that these flooring materials are making such an impact in the flooring market. Although the ceramic/clay category consists of several classifications that have different properties and characteristics, they are often simply referred to as ceramic tiles. The word ceramic comes from the classical Greek work κεραμικός (keramikos), which means “of or for pottery.” The word tile comes from the French word tuile, which is an extension of the Latin word tegula, which translates to “roof tile composed of baked clay.” 14

Cleaning Specialist | July 2011

The ceramic/clay category of flooring materials consists of several classifications which include ceramic, porcelain, quarry, brick and terra-cotta. All of the classifications within the category are made from natural clay, additives and water. The manufacturing methods used may be dust pressed or extruded and some can be glazed or unglazed. The properties and characteristics of all ceramic/clay flooring materials are generally governed by the manufacture process. The manufacture of ceramic floor tiles begins by combining the raw materials; clays, feldspar, talc, shale, and others. The clay mixture is put into a ball mill (a mechanical device that uses ball bear-

ings or rods to pulverize minerals) as it is mixed with water. The mixture at this point will be wet, which is fine for the

1

Ceramics are a huge part of the market

2

Understand the properties of the tile you’re cleaning to avoid problems

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Ceramic tile offers a nice, profitable add-on opportunity

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Hard Floor Maintenance Opportunities

extruded method of manufacturing, but for the dust pressed method additional processes must occur. When the dust pressed method is used, the wet clay is fed through high pressure pumps to a silo where the clay mix is air dried with spray driers. When the clay mixture exits the spray drier it is no longer wet, but damp. The now damp powder is fed into a machine that presses it into the floor tile using very high pressure. The tile exits the pressing machine complete and ready to be fired. The extrusion process uses wetter clay that is fed into a mold. The mold is the shape and size of the tile. As pressure is applied the clay bisque exits the machine and is cut into individual tiles. Regardless of whether the tile is dust press or extruded, it will be ready to be fired at extremely high temperatures. One firing may be used when producing unglazed tile and two firings may be used when making glazed tiles. Pre-

Class

Application

Group I

The softest tile. Suitable for walls only, no floors.

Group II

Residential use in low foot traffic areas. In rooms where there is usually no through traffic, this tile might work. But in kitchens, where there is often a lot of through traffic, this tile would be suspect.

Group III

All residential, medium commercial, normal foot traffic (interior only). Any bathroom or kitchen, mudroom, laundry room or hallway, but nothing outside.

Group IV

Heavy commercial. Any interior use.

Group IV+ (or V)

The hardest tile. Extra heavy commercial (interior or exterior use).

Rating

Description

Non-vitreous

Water absorption of more than 7.0% by volume.

Semi-vitreous

Water absorption of more than 3.0 percent, but not more than 7.0 percent.

Vitreous

Water absorption of more than 0.5 percent, but not more than 3.0 percent.

Impervious

Water absorption of 0.5 percent or less.

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Cleaning Specialist | July 2011

mixed glazes are used to produce consistency in color, weight, viscosity and density. In essence unglazed tiles are pretty uniform throughout their body, but glazed tiles will have a layer over the surface that is basically a glass like crystalline structure. The tiles enter the kiln for the firing process which is strictly controlled in terms of temperature, pressure and the length of time it spends in the kiln. The temperatures used to fire clay floor tiles can reach over 2,000 degrees F and the time in the kiln will vary depending on the type of tile being made. The time in the kiln can make a significant difference; the more heat the tile is exposed to the more moisture is removed from the tile. This ultimately makes the tile much harder and more water-resistant. As the bisque dries the clay particles in the tile crystallize, the longer the product is exposed to the high temperature, the more water is evaporated and the more crystallization occurs. This process produces a dense, hard floor tile that is more resistant to water. The two most important properties and characteristics of clay flooring materials are the durability of the product and the water resistance of the product. Durability is measured by the resistance to wear classification that ranges from Group I, which is very soft tile that is not suitable for flooring material, to Group IV+ (V) which is the hardest tile that can be used for the heaviest commercial applications. Different classifications of tile will have tiny air pockets in the product that will allow water to enter the tile. The water resistance rating of the floor tile is established by ANSI and is a test that measures the permeability by water. Understanding the manufacturing process and how it impacts the properties and characteristics of ceramic/clay floor tile will help the technician to comprehend how the tile will perform and the environment best suited for the tile. This could be a huge help when confronted with the difficult challenges for floor maintenance on those floors. Circle 24 on the Free Information Card July 2011 | www.icsmag.com

17

How Software Fits Into the Cleaning Equation

By

Jeffrey Stouffer editor

I

f there’s one thing you can saw about technology, it’s that it doesn’t stay in one place for very long. Continual updates, leaps from v.1.2 to v.5.0 before you can finish your first tutorial require diligence on the part of the carpet cleaner to stay abreast with what’s happening, and follow-through from the manufacturer to provide whatever support may be needed. Recently, we asked Principal Focus CEO Joe Kowalski to give us an overview on software specifically designed for the carpet cleaning professional: what’s important, what’s not, what features and options exist out there, and where things will go from here. ICS Cleaning Specialist: Let’s start with the basics: software designed specifically for the carpet cleaner? Really? Doesn’t something like QuickBooks pretty much do it all? Joe Kowalski: If you’re using software of any kind, you’re already winning. QuickBooks can help you with company 18

Cleaning Specialist | July 2011

finances but can’t reasonably be expected to manage specific industry needs for millions of users. A program built specifically for cleaners has real advantages. Cleaning software will be much better at managing clients, scheduling, and marketing. Those features are unique to our industry. We all know there is a big difference between a Rug Doctor and a quality truckmount. While QuickBooks is a muchimproved Rug Doctor, carpet cleaning software is more like the “truckmount” with attachments. Beware of software vendors who built their “truckmounts“ in the garage. They have a tendency to blow-up. ICS: As far as software goes, can you compare where things are today with where they were 10 years ago and, if so, what’s it done for the industry? JK: I think the biggest change has been the mindset of the user; the acceptance of online information. The last ten years has been slow compared to the next five in terms of available technologies. The

iPhone was just another well designed smart phone, yet it crushed Microsoft and BlackBerry in phone sales mostly because the user community was ready for it. When we started eight years ago, putting your business data online was only done by technically advanced companies with a development budget. We had major problems convincing small business owners that online programs are more secure and insanely less expensive. That conversation has changed. Now users want to know how to run the program on the device that came out yesterday. Most people now understand that hav-

1 2

Quality is where it counts

3

Tread cautiously, sure, but don’t get left behind

Today’s clients are more sophisticated and accepting of technology

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How Software Fits Into the Cleaning Equation

Continued

ing remote access to your data is a huge money and time saver. Ten years ago you had to figure it out on your own. Now software vendors with online programs provide remote access with reduced costs. You don’t need a server, or a backup solution, or an IT pro to make it work. People finally got it. The iPhone came out at exactly the right time and a new generation of technology has been born. The next 5 years should be remarkable. ICS: A lot of carpet cleaning companies have been paper-based for years; why go digital now, if it’s worked as well as it has to this point?

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Cleaning Specialist | July 2011

JK: If you’re totally satisfied with your profits; you might not need software. If you do a good job of marketing to your current clients; you might not need software. If you can actually calculate your real repeat rate and it’s over 65%; you might not need software. I have talked with very few people who are in that position. It’s never too soon or too late to start. Software will not only earn you more money, it will save you time and money as well. Most of the people we have talked to who are still paper based say they feel intimidated. Some aren’t that comfortable using a computer. However, after finally making the plunge, most wish they started sooner. A well established product backed by great customer support will make the transition and training much easier. It’s extremely difficult to measure your important business data if you’re not collecting it. Lord Kelvin (Sir William Thomson) said, “If you can not measure it, you can not improve it.” The right software will automatically improve your business if you take the time to adopt it. Software will help you increase leads, convert more leads into sales, and increase the cost effectiveness of your business. Paper-based cleaners have a tough time with client retention marketing. It would be unusual for a paper-based cleaner to market to their current clients at all. At best you could stay in contact with the entire list. If you wanted to target your campaigns (like send out a 9 month reminder), you would need to keep a manual ledger or go back to the filing cabinet. That’s assuming you filed the invoices by date and not by name, if you kept records at all. Once you have identified the clients for the campaign, then the real fun begins. You need to hand write each envelope, card, or letter. With carpet cleaning software, its clickety-click and you’re done. A well thought-out client retention program can earn you a steady 800% return. There are big returns for moving off of paper no matter what the size of your business. Take your business to the next level by finding the right software for your business and take the time to learn it. ICS: Technology changes on what seems to be an almost daily basis. Sifting through all the bells and whistles, what’s necessary and what’s not? JK: Let’s start with identifying the available technologies. In the next ten years there will be four separate hardware devices we use in our daily lives; smart phones, tablets, laptops, and workstations. Each has its own purpose. There are currently three main platforms for these devices: Windows (Microsoft), Mac (Apple), and Android (Google). Windows and Android are built with open coding standards. Apple has opened development on desktops and laptops but remains firm on closing development on the iPhone and iPad systems. This means that many more products will be available for Windows and Android. From business software point of view, you need to make sure

the vendor you choose can take advantage of the “next generation” of technology. There will always be a “next generation” so look at their history. If the product is new or has barely changed in the last 5 years, it’s unlikely they will keep making changes. Pick the right software company for your business first, then have them help you move forward with hardware. ICS: A year from now, five years, 10 years: what’s do you see on the horizon, what’s going to be the standard in software for the carpet cleaning industry, and how’s it going to improve operations?

JK: The best way to answer that question is with a story. Mike and his wife Jane are carpet cleaning business owners in the year 2020. Mike grabs his tablet and smart phone while heading out to his first job of the day. Before starting his truck – don’t text and drive kids – he logs into his program on his tablet. He clicks on the first job and instantly gets GPS directions. After completing the job he uses his tablet in the client’s home to complete the invoice, process her payment, and obtain her email address. Now he can instantly email her the invoice and even email market to her later. Before the next job he receives an email on his smart phone from the system. His wife has just rescheduled his next appointment. He takes the extra time to follow up on the leads he received through his website. His software is able to talk with his website and create prospect records in his software. While on the phone he uses his tablet to create and

schedule new jobs. At the same time his wife is approving the automated marketing reminders the system has generated. Their vendor offers reminder fulfillment and all Jane has to do is click a few buttons. She then sends billing emails to all of their commercial clients with outstanding balances. After the last job has been completed, Mike is able to park his truck and be done. No more after hours bookkeeping. No more guilty feelings about bad marketing practices. No more missed sales opportunities and most importantly, no more missed family time. Mike could even run his entire business all by himself and still be done at the end of the day. The funny thing is, nearly this entire story is available now.

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21

To Your Success

By

Steve Toburen

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

Introduce yourself in the proper fashion

Building the Job Ticket – Part II “Money is better than poverty … if only for financial reasons.” – Woody Allen

J

ust like an airplane, your company flies empty or full. Airlines recognize that filling those last few seats can mean the difference between profit and bankruptcy. You too can fill up your bank account by “building your job ticket” when you and your employees sell more work on each job. After all, once you are already on the job those extra dollars from add-on sales will be almost pure profit. Of course, everyone wants to make more money on each job. The problem is too many carpet cleaners wait till they are in the home and then try to start “selling up.” This last minute selling usually comes across to the customer as high pressure or even worse the old bait and switch our industry is infamous for! In my last column we focused on your Customer Orientation Process (COP) by letting your client know ahead of time about other optional services they can request. This pre-orienting of the client 22

Cleaning Specialist | July 2011

will work wonders for your bottom line. True, many customers will not immediately book extra work after being preoriented with your pre-job COP system. That’s OK. Your goal is to make them aware of their extra service options ahead of time. Of course, if they do pre-book over the phone, even better! Here is the first secret to success in “flying full.” You just want your additional services – ScotchGard application, tile and grout cleaning, upholstery cleaning, garage floor renovation, deodorization services, pre-paid residential maintenance program, etc. – percolating away in your customer’s mind. This pre-orientation means the home owner has been prepped for your technician. This does not mean that your tech should immediately start peppering the customer with a pushy sales pitch! Instead, your on-site employee (or you) must first build a professional relationship with the homeowner. Why? Because

80% of how the customer decides if they are going to buy additional services is based on how they feel about the person doing the work. Once this professional trust has been established and a “consultant relationship” has been formed it is both easy and natural for the tech to suggest additional work “while we’re here”. This warm, trusting relationship is formed by small,

1

Last-minute selling does no good for anyone

2

Take a deep breath and relax

3

The client can’t buy it if they don’t know about it

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To Your Success

Take immediate action on a customer’s concerns

specific steps that almost anyone can perform if they follow the Value Added Service outline. You’ll notice I said “almost anyone.” This scripted outline of positive “Moments of Truth” is not rocket science! However, these steps will be so much easier to follow if you “hire the smile” and look for employees that instinctively are at ease with your customers. Notice how many simple and easy positive Moments of Truth are found in The First Five Minutes.

sional who is sincerely interested in their client. (Yes, I know from personal experience this is not an easy act when your world is caving in!) Introduce yourself correctly. Here is a very simple Five Step Introduction Sequence: 1. Step back three feet from the door. 2. Smile at the customer and look them in the eye. 3. Introduce yourself with your first and last name, company name and why you are there. 4. Hand the customer your business card. 5. Introduce your co-workers using their first and last name and explain what they will be helping with in the client’s home.

The First Five Minutes Look at your employee (or yourself ) through the eyes of the homeowner. A disheveled and unkempt appearance is a turn-off with almost everyone and especially with your target market of uppermiddle class homeowners! Be on time! If not, call ahead. It is highly stressful for the customer to be left dangling. Or even better, quit overbooking your schedule and allow your techs to routinely arrive on time. Take a minute and calm down. Sure, it has been a typical day. Traffic has been miserable, you are running behind, a solution line blew up on the last job and your wife wouldn’t speak to you at breakfast! But your customer doesn’t care about any of your problems. The homeowner does not want to see a haggard and stressed out rug-sucker slumped over at their front door. So stop and remind yourself to at least project the image of a calm, friendly and competent profes24

Cleaning Specialist | July 2011

I’m always amazed in my own home how few service technicians introduce themselves using any of these five steps. So sad, because they probably are very competent and yet the entire transaction gets off on a sour note. Park in the street first. After introducing yourself ask permission to pull your van on to the driveway. (Check with the homeowner to see if they want to

pull their car out to run errands during the cleaning.) Tactfully ask permission to start work. Do this by looking down at your work order and saying, “I see we’re supposed to clean …” Your customer will automatically open the door and invite you in. Put down your own door mat (and use it). By placing a door mat you silently answer one of your client’s big Unspoken Questions: “Are they going to track dirt into my home?” (Or you can put on surgical shoe covers. Just remember to pull them off before going back out to the truck!) Ask the homeowner for an initial “tour.” “Mrs. Jones, please show me what we’ll be working on and I’d especially like to see any special areas of concern.” It has been well said, “Discover and fix the customer’s concerns first and then focus on the real problem.” So find out what your client’s worries are first and address them. Note: During your “tour” you can permission for your helper to start setting things up outside. Take “Immediate Action” on your customer’s concerns. When your client shows you a spot don’t just look at it and go “Uh-huh.” Instead, write it on your work order or even better, drop to one knee, examine it and ask permission to test it with your spotter and white towel. Show your client the soil transfer on to the towel and then hand them the bottle of spotter you used and say, “Here is your free spotter and any time you run out we’ll replace your bottle absolutely free.” (The “Lifetime FREE Spotter program” was the single best marketing concept I ever came up with.) Note: When your customer shows you a spot or spill a great subliminal add-on sales tool is to ask, “Do you remember if you had the carpets treated with ScotchGard the last time they were cleaned?” Now you have subtly showed your client the importance of carpet protection plus if the stain doesn’t come out the home owner takes the blame, as in “I should have gotten the ScotchGard last time!” (For more ideas on gently selling Scotch-

Put down your own doormat and use it

gard go to http://tiny.cc/SFSscotch ) If your technician follows the nine steps above, your customer will be surprised, impressed and sub-consciously ready to buy. During the initial tour, the tech should be noticing possible “addon sale” items. Then after reviewing the basic items the customer wants cleaned the tech can ask, “Have you thought about …?” Note: The No. 1 reason your job tickets aren’t higher is failure to “Ask For the Order” (AFO). Remember, your customer can’t buy if they don’t know about the product or service you have available! Remember that all of us are motivated with by rewards. So if you have employees set up a generous bonus system that rewards the extra effort displayed in building the job ticket. And don’t forget the essential need for public recognition and praise when a technician excels. (If you are a solo owner-operator then re-

ward yourself when you have a great upsell day!) Once again, the vast majority of your customers have both the funds and the desire to purchase additional services. Your job is to: a. Pre-orient your customer ahead of time during the initial phone conversation (and with your follow-up e-mail linking to your web site) and then … b. Build a professional consultant-type relationship with them using the 9-step sequence above and finally … c. AFO! Remember these additional services you sell will be almost pure profit, since you are already on the job and your basic costs have already been covered. So always “fly full” by building the job ticket and you’ll find success on the home front!

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25

The Rug Cleaning Specialist

By

Aaron Groseclose

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

The Rug Pre-Cleaning Inspection Process Previously, we discussed the importance of attending a training course before launching into your rug cleaning business. Now let’s turn our attention to the pre-cleaning inspection process.

R

ugs must always be inspected front and back, looking for problems you see or suspect are issues. Write them on your inspection form and explain what you have discovered to the homeowner, giving her a copy of the report. If a rug is rolled up, waiting for you at the home, give the client a call after you have inspected it in your shop and convey any concerns. There are dozens of items to look for during this process, but we will limit our discussion to a few of the key issues.

Abrash This is a color or tonal change, which will run in a straight line across the width of the rug. When the rug is heavily soiled it could be missed so look carefully. It is not a defect, it’s just a characteristic of hand-knotted rugs.

Buckling Rugs from certain countries, like Afghanistan, are prone to buckle. Here is 26

Cleaning Specialist | July 2011

where rug identification comes in handy. If you know a certain rug is going to buckle, point it out to the homeowner and get a release of liability. If you do not have a tack-out floor to fix this type of problem, use a low-moisture moisture method of cleaning.

End and Side Damage Two of the most common areas of damage on a rug are the sides and ends. Side damage can be repaired with matching yarn and a needle, while the end or fringe damage is also a repair opportunity. If the rug has fringe, look for damage from foot traffic and beater-bar vacuum

1

Communication with the client is paramount

2

Watch those sides and ends for damage

3

A little touch up can really elevate your status in your client’s mind

cleaners as well as dry rot. Machinemade fringe is available to hand-sew over the damaged end of the rug.

Moth Damage This is, unfortunately, a common occurrence with wool rugs. You will not want to bring a rug infested with moths into your facility as other rug can be damaged by these hungry critters. Search the ICSmag.com archives for a 2002 article on this subject: “Moths, The Enemy of Wool Rugs.”

White Knots This results from a repair to the warp yarns during the weaving process of a hand-knotted rug. Over time the knotted warp yarn is exposed as the rug pile wears away. Often, older rugs will have

the white knots touched up with a marker pen by someone at the retail store. These will become noticeable after the rug is washed. Touching up the white knots again is the way to keep your customer happy. For a complete list of items to look for during the pre-cleaning inspection refer to “The Comprehensive Guide To Oriental And Specialty Rug Cleaning,” which lists over 60 concerns and includes an excellent inspection form. Next time we will look at the equipment you will need for your rug cleaning facility.

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27

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Rx for Restoration

By

Jeff Bishop

Jeff Bishop is a 40-year veteran of the restoration industry. He teaches and consults internationally, and has published 13 books and videos on cleaning and restoration topics. This article is excerpted from his newly revised “Fire’s Out! . . Now What?” For more information access www.CleanCareSeminars.net.

A Disaster Supervisor is the first hire you should make

The Disaster Division as a Separate Diversification – Levels of Commitment After the first two parts of this series, I may have some of you seriously doubting whether you should even attempt getting into disaster services. Let’s talk for a moment about levels of initial commitment.

I

f your list of services has not yet expanded to the point of including fire restoration services, if, indeed, you aren’t quite ready to make that major a commitment in terms of additional vehicles, personnel, equipment and facilities, there is a method of gradually “sneaking in the back door” of the disaster market. This effort typically involves establishing water damage restoration services. When water restoration services are established first, your investment in time and money is considerably lessened and your reputation for responsive, quality service is solidified. Yet you wind up with basically the same marketing strategy, the same paperwork, and you wind up making contact with the same agents and adjusters. Eventually they will be instrumental 30

Cleaning Specialist | July 2011

in the success of the “fire” diversification when you decide to expand all the way into a more complicated, full-line restoration service. At that point the transition into fire services is fairly easy, because a solid foundation is already in place. OK. Suppose you are ready to make the full transition into fire services. Does that mean you have to go out and purchase a new facility, all new vehicles, and bring in “a cast of thousands” who sit around your new facility and wait for the first fire claim to roll in? Obviously not! While you should have your eyes open for an appropriate facility that will serve your needs during initial expansion, do not anticipate filling up five to six thousand square feet immediately. The time will come for that if your market area has the potential you

anticipate. For now, simply start looking around, taking your time, and using judgment in selecting that “just right” facility. Second, vehicles don’t have to be purchased new. Hauling capacity is important, and you’ll find that large-capacity

1

There are different ways to enter the market

2

Take your time when considering facilities, vehicles and the like

3

A Disaster Supervisor is your first key hire

trucks aren’t quite as much in demand as standard vans used by tradesmen in a variety of services. Usually there are several used step-vans or “cube” vans available in most markets, usually at used car lots. They may not be operated as economically as smaller vans, but they are ideal for hauling quantities of equipment and personnel to the job site. Also, they enable transport of contents in move-out situations. Don’t forget to put a sign on that van that specifically promotes disaster services! Next, what about the people needed to staff a fledgling disaster diversification? Several dozen people sitting around your facility waiting for you to generate work is the last thing you need! Interestingly, a disaster diversification can be launched with no new people added to the payroll – that is, if the other diversifications of the company are truly diversified. What does that mean? The only logical time to launch into a new diversifica-

tion is when, and only when, the original division of the company is operating autonomously - on its own. To open a second diversification when there are major organizational problems with the first is nothing short of foolishness (to put it tactfully), the result of which is frustration and, inevitably, chaos.

You can sneak in the disaster industry’s back door by diversifying first into water restoration services.

Assuming that your original diversification is operating autonomously at this point – and it better be – you’re ready to expand into a full-service disaster diver-

sification. The organized way to expand is for you, the owner/manager, to devote most your time to obtaining the required training in disaster services. Therefore, you should establish administrative and office procedures for handling disaster claims, formulate and implement your marketing strategy, and make direct contact with insurance industry representatives. Along with these efforts, begin the interviewing process for prospective employees, both full and part time. In sequential expansion, the first person you should hire is a Disaster Supervisor - someone who actually can arrive on the job site with appropriate personnel, someone who can communicate with insureds and see the job through to successful completion. If you begin with the idea of hiring a part-time staff for physical processing only, out of those parttime employees you’ll probably encounter candidates qualified for, and desirous of, full-time employment. You can select

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31

Rx for Restoration

Cube vans can usually be found rather easily

one of these part-time individuals with the promise of a thirty-hour work week, involving a combination of intense training and vehicle and plant cleaning, while there are few claims to be processed. Once an appropriate supervisor (again, beginning as a part-time worker) has been identified and partially trained, this person can take over the interviewing process needed to line up other part-time personnel to place in an on-call status. Ultimately, the supervisor will channel most of his or her effort in three areas: selecting part-time personnel, coordinating with routine subcontractors, and providing working supervision on the job site. Meanwhile, you will be able to channel more effort into marketing your service for rapid, though organized and efficient growth. Note that, instead of a “cast of thousands,” so far we’ve hired only one 30-hour-per-week person in our transition into fire services. This is a very prac-

tical, time-proven method for making this orderly transition. The next question is, “Just how diversified do I have to be?” More specifically, “Do I have to be a construction contractor?” For pure simplicity and to facilitate coordination, insurance representatives normally prefer to deal with as few contractors as practical. That is, unless they are given sufficient justification to deal with separate contractors when processing individual claims. Just what constitutes “justification?” Well, several factors are involved; things like getting the contractor to respond quickly enough. Construction contractors aren’t noted for responding rapidly, in terms of getting things moving and attempting to save surfaces that can be ruined quickly by the effect of acid soot residues. They aren’t noted for making valiant attempts using cleaning technology to save surfaces that they perceive to

Buyers’ Marketplace

Contact Sharon Ward For More Information (847) 405-4017 [email protected] Circle 28 on the Free Information Card 32

Cleaning Specialist | July 2011

be more easily (and more profitably) torn out and replaced, since that’s the technology many construction firms emphasize.

comes progressively more expensive and, usually, more complicated. Finally, there is the matter of service

For simplicity and to facilitate coordination, insurance professionals prefer to deal with as few contractors as practical.

Of equal or greater importance to insurance representatives is the monetary factor. As will be emphasized throughout this book, the insurance company has basically three approaches it can take to the restoration of any surface, structure or contents. It can clean (least expensive alternative), resurface (more expensive), or it can replace (generally the most expensive, though often unavoidable). Remember, each successive alternative be-

coordination and mark-up. For reasons explained in later chapters, the ability of the cleaning restoration contractor to coordinate directly with adjusters is extremely important; still, of more importance to insurance representatives is the money involved in mark-up. They must constantly ask themselves, “Is it really necessary to ‘tack on’ to every cleaning estimate 20% to 24%, just for the convenience of writing one check

to a general contractor?” The issues of the motivation to salvage items (with the related monetary savings), and the savings of mark-up become prime sales points in convincing agents and adjusters to suggest two types of contractors on each job. One is a cleaning-restoration contractor (often called a mitigation contractor) who can respond rapidly, clean instead of replace, follow through more efficiently, and save mark-up. The other party to the process is a licensed construction-restoration, or “general” contractor, who can provide construction services (carpentry, plumbing, electrical, painting), concentrating on the things he does best. Remember that your primary effort is to sell insurance representatives on the idea of saving hassle, time and money! In summary, if two contractors are required to properly process each job efficiently and cost effectively, so be it!

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33

Working Outside Your Comfort Zone

I

’d like to discuss an unpleasant subject, one that can put loads of money in your pocket and dramatically change your life. That concept is Working Outside Your Comfort Zone. When you stay within the boundaries of your soft and cushy comfort zone, you stay comfortable but you don’t progress and your business stagnates at best. The big money – and personal progress – is made when you leave that comfort zone and venture out to unknown environments. If that is where the big money is, let’s take some time today to look close at

this concept and determine how we can make this idea a bit more palatable and work for us. Like an athlete, you have to work at it. When you go to the gym, real progress is made when you are in a big burn and you push yourself to the limit. When that is going on, it is not much fun, at least it isn’t for me, but that is where the progress is made. If you stopped every time things got a bit unpleasant, you would never get the results you desire. We all admired Michael Jordan for winning six championship rings and dominating the basket-

Dave DeBlander

ball world. He was honored, loved and admired for his incredible accomplishments. What we didn’t see under the radar was his years of working out in the gym, practicing his skills for hours on end in order to become the tremendous athlete he became. How did he do it and what drove him to such high standards? How can we learn from successful people like him to do the same sort of disciplined hard work that lies outside our comfort zone? I know that this issue looms so large in the lives of entrepreneurs and also in the

1

The big money is outside your comfort zone

2

Make a list, stick to it and execute

3

Delegate the work you can’t stomach, but don’t ignore it

Dave DeBlander is the owner of a turn-key carpet cleaning/restoration business in Pensacola, Fl. He is the author of “How to Get Off the Truck and onto the Beach (or wherever you want to be)” and “How to Develop a Turn-Key Business.” Dave can be reached at www.davedeblander.com ; www.upsellvideo.com; www.howtogetoffthetruck.com and 1-850-637-SELL

By

My personality does not gravitate towards certain tasks such as bookwork, so I try to work within areas that I like such as sales and marketing. Learn what your personality type is and try to work within your strengths and delegate your weak areas to others.

Fifth When facing tasks you don’t particularly care for, do the ones you dislike first and get them over with. That way you are not dreading them all day long, spreading out your pain over the whole day. Do them and get them over with and move on.

lives of everyday people. In coaching business owners, time and time again, business owners tell me that they will go out next week and visit clients and do cold calls but when the next week arrives, they tell me that they didn’t do very much because it was too scary and they couldn’t get themselves to do it. Obviously, the successful ones are the ones that feel the fear and do it anyways and let’s take a look at how you can do the same.

First Set time aside to do the tasks that are outside your comfort zone. Put them on your schedule and when the time arrives to do them, suck it up and take the first step and go for it. If you do not put it on your schedule, you will always find the time to do the safe things and never the ones outside your comfort zone.

was needed to be done, try doing it and getting a blast of endorphins!

Third As you do these unpleasant, outsideyour-comfort-zone-tasks, over time, they become easier and easier to do and can eventually be part of your comfort zone and still be big money makers. In my case, I was initially frightened to go to realtor events to network with realtors to grow my carpet cleaning business. Now, 10 years later and hundreds, if not thousands, of realtor events later, I love going to the events and they are totally fun and not scary whatsoever. As a matter of fact, I am now the MC for many realtor events and I have lots of fun. Over time you can expand your comfort zone to include activities that once were far from it.

Fourth Second Reward yourself when you do accomplish those difficult tasks. Did you know that when you accomplish tasks, it releases endorphins in your brain and you get a natural high? Folks that get things done love the thrill of finishing tasks and they are rewarded with natural highs that make them feel good. Rather than feeling guilty because you did not do what

Many times you can delegate your work to others that you find disagreeable. In my business, I cannot stand working the numbers and the books so I have someone else do them. When my business was small, I did the books because I had to and, even now, I still have weekly sessions with my bookkeeper because I know that I have to in order to keep a pulse on the business.

Last But Not Least Grow to anticipate and actually thrive on living outside your comfort zone. Once more, I think of the gym and some of those folks who are in there every day lifting all kinds of weights and grunting on those machines; they seem to be enjoying themselves. That activity has become a lifestyle for them and they would be lost without going to the gym. They look great, too. Simply make the decision that you will be that disciplined person who faces up to the unlikable tasks and takes them on, head-on and without fear, and relishes knowing that once these deeds are done, great rewards await!

Options For

Building a Cleaning Website By

T

he Internet makes today an exciting time to market your cleaning business. The web has likely been the biggest return for more cleaners than any other advertising source. And more than ever, you have many options for building a website. You no longer have an excuse not to have a website for your cleaning company. In years past you were limited to rely on a Webmaster. The only other option was to learn how to write code or use complicated software with limited creativity. But today you can easily create a site yourself or have a Webmaster create a site for you where you have the option to edit and make changes on your website. Here are some options for your next cleaning websites:

Wordpress Google seems to love it. When a site is designed in Wordpress, it allows even novice Internet users the ability to easily add and edit web pages, pictures and videos. This is great for a cleaning company that wants to keep their site updated with recent specials, news and updates about their business. Suppose a bad storm hits your city and you want to advertise water extraction on the main page of your site. With a Wordpress website, you can easily add it. There is a small learning curve, but it’s fairly easy to get the hang of. Wordpress used to be known merely as a platform for blogging. It enabled “bloggers” to post news and updates to a website without the use of Webmaster. Because

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. 34

Cleaning Specialist | July 2011

John Braun

the information being created was instantly posted, Google created a system to quickly allow blog results to show up in their searches. This makes Wordpress

1

There’s a lot of options out there; explore them all

2

You may know what you want, but it’s worth listening to other options

3

There’s something for every budget, but buyer beware

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Options For Building a Cleaning Website

Continued

websites more search engine friendly and more likely to show up in searches. Today, entire websites are being created based on the Wordpress platform. You can learn how to set up a Wordpress site at no cost with a little research, but often a Webmaster is needed to initially set it up properly. The cost may start at a few hundred dollars for the set up. Wordpress is a great choice for many cleaning companies because of its ease of use after the site is created.

Joomla Very similar to Wordpress, it’s another free, open source platform for creating websites. It’s the second most popular blogging program.

Hard Coding HTML or PHP This is the original way of website building. Yes, many websites are still built in HTML. Most any type of design can be done with HTML or PHP code, which makes it very versatile. The major drawback however is that you need to understand coding to build a site this way. Hard coding is something most cleaning companies should avoid doing themselves, but a Webmaster can be hired to build a site for you starting at a few hundred dollars.

WYSIWYG What-You-See-Is-What-You-Get programs. These are programs that allow you to create websites with knowing little or no HTML code. The program converts what you create into code. You can create new pages, text and add pictures to your site. The drawback with most of these programs is they are somewhat complicated to use and can require training. Furthermore, your site will require additional keyword setting if you want it show up in the search engines. Some cleaning companies are happy using WYSIWYG editors. But you do need to have the time and desire to learn to use the program. These editing programs are purchased as a one time fee and range anywhere

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Cleaning Specialist | July 2011

Circle 27 on the Free Information Card

most popular is GoDaddy’s Website Tonight, but many other companies have their own online site building programs. These are typically fairly simple to use and come with many templates. However, you are severely limited in what the site can do. As well, these sites are difficult to get ranked in the search engines, as many aren’t search engine friendly. For companies on a really tight budget, online site builders can be an acceptable temporary choice. But you’ll soon want to upgrade into a better website.

Free Websites Yes, there are ways to get completely free websites. Although these obviously aren’t the best choice for your main cleaning website, they’re great for additional web presence. You can create a new website all about pet odor removal, mold, stain removal or any other cleaning topic. Most free websites are built online. The sites are typically fairly easy

to build and you some give the ability to do a little tweaking to get the site to show up in the search engines. One major drawback is that the site you build is often not on your domain name and is actually part of another website. This means the site you are building is helping another website get bigger while your site is staying the same size. Some sites where you can get free websites are GoDaddy, Weebly, Yola, and Webs.

headlines, coupons, offers and calls to action. Perhaps one week have an offer for 100 square feet of carpet cleaning. Then the following week have an offer for $25 off carpet cleaning. See which offer works best. Why not have a few sites on the web? The more exposure you have, the better chance of your prospect or client finding you. With all the options available to us today it’s crazy for your cleaning business not to have a large web presence.

Social Media Sites These provide extra sources of exposure on the web. They’re not ideal to be used as your main website, but they can indeed bring in new clients. Facebook is the granddaddy of social media right now. But there are other free social media sites online where you can create your own place on the web. These sites are great for posting happenings of your company and for communicating with your clients. They can be a great way to solicit feedback and get testimonials too. Some popular sites are Facebook, Squidoo, Hubpages, Merchantcircle, Yelp and Youtube. It’s best to think of a website as a work in progress because you should be constantly tweaking and trying different strategies. It’s wise to test different

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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].

You Don’t Really Need These Gadgets…Unless I have never met a professional cleaner who was not interested in making his job easier and earning more money in less time. Let’s see if we can discover ways to make this happen.

J

ust about everyone has gone through some tough times as we battle through the recession, high fuel prices, and tough competition. Faced with the need to cut back and watch our expenses, we may find ourselves “penny wise and pound foolish,” holding back on targeted spending that could otherwise, save us time and efficiency on the job. I would suggest that just about any money you can spend to reduce time and effort during the cleaning process will be money very well spent. Let me suggest some simple steps that can make you more efficient. The use of an in-line filter has gained wide acceptance. The filter serves to keep the lint and gunk out of your waste tank filter, saving you the nasty job of climbing into your van every day to dig out the yuck. However, the filter of the in38

Cleaning Specialist | July 2011

run to the van and get the foam blocks.” “I need a towel to wipe off the baseboard – I’ll run to the van and get it.” “Here is a stubborn stain that needs something extra – I’ll run to the van and get it some spotter…” and the list goes on. Consider using a simple belt pack that can hold a towel, some spotter, knapping

line also needs cleaning. Here is the simple and inexpensive efficiency plan – carry one or two extra filter inserts with you. You will be more efficient cleaning them all together at the end of the day when the jobs are finished. Bonus: if your filter is see through, be sure to place it in sight of your customer. She will be very impressed with the dirt coming out of her carpet. “It’s time to block up the furniture – I’ll

1

The best gadgets help almost without you knowing it

2

Convenience and ease of use are key

3

Anything that streamlines your process is worth a look

shears, your tabs and blocks, a bone scrapper or spotting brush. It is one of those things that you just don’t know how much time it can save you until you have it and use it. The belt pack is worn around your waist or clipped to your existing belt and carries the items that you need now. It will cut minutes of wasted time on each job, which translates into hours each month.

Just about everyone uses one brand or another of injection sprayer. I have two suggestions to make this tool even more valuable to you. While some of the newer models have nice wide fill ports, it still takes time to refill the sprayer in the middle of a job. In fact that is something you don’t want to do in the customers home so outside you go, taking time from the job at hand. The simple solution to increase your efficiency is to have multiple bottles of solution ready to go in your van. It may be prespray, deodorizer, or protector. Whatever you may be spraying that day, it can be ready and waiting in the bottle. My second suggestion? Consider an adjustable injection sprayer. Assuming you are cleaning a medium-soiled carpet and you are pre-spraying along then suddenly come to carpet in front of the recliner. This is the favorite chair of the man of the house and the carpet in front shows it. With the regular injection sprayer the only way to fight this extra soil is blast it extra heavy. This may work in the initial cleaning, but bad things can happen as you blast soil and water to the backing. With an adjustable injections sprayer, turn the knob from 1-16 to a 1-8 dilution just for that small area. You get an extra concentrate shot of pre-spray without over wetting. When the chair area is sprayed, you simply dial your sprayer back to 1-16 and you are ready to move on. As an added bonus, with dilution ratios at your finger tips, you can adjust the sprayer to a 1-4 and apply protector at the end of the job. All of this will save you time, reduce call backs and substantially increase your income. Let me suggest just one more inexpensive time saver – the hose hook. Whether cleaning up stairs or down, handling the hose

can get messy. When you have to pull the hose up over a railing or clean stairs heading down, the hose needs to be secured out of the way. The hose hook is the perfect tool so you can stop wrestling with your hose. When cleaning from the top down on stairs, simply attach the hose hook to your hose and then to the hand railing. If you are headed up – secure your hose onto the railing and stop fighting to keep the hose in place. You’ve heard it said that “it takes money to make money.” In the case of the gadgets mentioned here, it takes just a little money to make your life more enjoyable and more profitable.

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39

Building a Phenomenally Successful Business

By

Howard Partridge

Howard Partridge started his carpet cleaning company (Clean As A Whistle) out of the truck of his car over 25 years ago and built it up to a 14 truck company that bills as much as $2.8 million per year. For over a decade he’s been helping carpet cleaners from around the world build phenomenally successful businesses through Phenomenal Products, Inc. In January he launched Clean As A Whistle Franchising, LLC., offering turnkey Clean As A Whistle franchises. To get Howard’s FREE Tip of the Week, free videos, webinars, and resources, visit www.HowardPartridge.com or call 281-634-0404.

The Five Vital Components of a System Over the past two months I have shared why having systems are critical to the phenomenal success of your business. In this piece I will share the five parts of a system with which I believe you can systematize just about anything.

I

have found that knowing what the five parts are, understanding them and of course the most difficult of all – implementing them and keeping them in place – will put you in a place to get your business predictable, profitable, and turn-key. That’s what I call a phenomenal business. The five components are… 1. The Mission 2. The Organizational Chart 3. Job Description 4. Policies 5. Procedures

Component No.1: The Mission The mission is what you are trying to accomplish every single day. In 40

Cleaning Specialist | July 2011

other words, what are you delivering? For example, the mission of my cleaning company is “To Provide The Most Outstanding Service Experience Ever!” My friend and fellow ICS contributor Dave DeBlander’s mission is “to WOW every client.” Starbuck’s Mission is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. A mission is not some long, mysterious, boring paragraph hanging in the lobby of a company that no one actually knows (or believes). In fact, I recommend one sentence. Once you have a mission that you believe in, you can use it to make every

decision in your business. What kind of equipment should we use? What kind of marketing should we do? What should our uniforms look like? You can be tempted to do things that

1

Know what you’re trying to accomplish every day

2

Don’t be tempted by shortcuts

3

Create a solid mission statement

keep you from accomplishing your mission because you are trying to save money or your growing so fast that you lose sight of what got you there. That’s what happened to Starbucks. In the book “Onward – How Starbucks Fought for Its Life without Losing Its Soul,” Howard Shultz shares how they regained their brand after losing their way. It’s a powerful story about the importance of mission. When you have a mission that is understood, you can “check” every decision that is made. A clear mission helps you “rally the troops” and gives you a context for coaching. When an employee doesn’t follow procedure, you can simply tie the correct behavior to the “why” behind the procedure which is the mission. Instead of your employee just thinking that you’re mad at them, or you don’t like them or whatever emotional issue they have, they understand that it’s about the mission. They understand that the mission is best for the client. Speaking of clients, be sure to communicate your mission to your prospects, customers and clients as well. At our company, our USP is our mission statement. This is what the client is buying and this is what my staff strives to provide. What a thing of beauty! The reason the mission is the very first component in building systems is we must know what it is that we are trying to accomplish each day. While you are

getting your procedures in place, your team needs to know what the mission is so that they can make decisions. You also need your mission in place so that you can create the right procedures.

Finally, your mission is supported by your values, or what Starbucks calls “guiding principles.” These values help use to live out our mission each day. My company has five values that we live by

By the way, you may have heard people use the words “vision” and “mission” interchangeably. The difference between vision and mission (in my mind’s eye) is this: Mission is what your business is trying to do each day. In other words, if every time we pick up the phone, it communicates “the most outstanding service experience ever” or it doesn’t. Simple as that. Vision is what you want your business to look like. In other words, your vision is what you get when you reach your goals. We want to do X number of dollars in business, X number of clients, X dollars in profit, etc. We want to have X number of trucks, staff, etc.

and that we communicate to our clients. If we live out the values, we accomplish the mission. Simple as that. To create your own mission statement, think about what you want the client to get. What do you want them to feel? Put together a simple but meaningful sentence and begin to communicate it to your staff. Post it on your materials, your walls and every place it can be visible to remind you, your staff, and your clients what you are actually selling. We even have ours printed on our vans. Many of my members do as well. Get a mission. Next month we’ll jump into Component No.2: The Organizational Chart.

www.icsmag.com July 2011 | www.icsmag.com

41

New Products & Technologies 4 3

2 5

6

1

1 HydraMaster

3 Hydro-Force

5 Groom Solutions

HydraMaster weighs in with its toughest contender

In-line filters: the “silent salesmen”

Solve those pressing commercial carpet cleaning challenges

The Titan 875 from HydraMaster is our toughest contender when it comes to high-powered truckmount carpet extractors. The 875 has triple-wand capabilities, a solution pump providing up to 5½ gallons per minute, temperatures as high as 270°F, and pressure up to 1,200 psi. For pressure washing, the 875 can pump out 3,000 psi of non-heated solution for the toughest cleaning jobs. Circle 241 on the Reader Inquiry Card.

The Hydro-Filter in-line waste water filter “protects your equipment and serves as a “silent salesman” all at the same time. The advanced durable polymer gives it strength to withstand impact, high temperature, and even being run over.” The aerodynamic, advance engineered design improves airflow by 11% compared to other models, reducing drying time. The clear, “see-through” polymer allows you to impress your customers by showing them how much soil is being removed from their carpet. Circle 246 on the Reader Inquiry Card.

Liquid Browning/Coffee Free Browning Treatment and Coffee Stain Remover from is specially formulated to effectively deal with two of the most problematic and common carpet issues – browning and coffee stains. This solution works extremely effectively on removing or preventing cellulosic and other types of browning that may occur on carpet or upholstery due to over-wetting, inappropriate use of high pH alkaline chemicals, improper drying, and cellulosic soling. Circle 245 on the Reader Inquiry Card.

2 Sapphire Scientific 6 Powr-Flite

The Pro-1200 Direct Drive truckmount now shipping Sapphire Scientific’s Pro-1200 Direct Drive is now available for order through Sapphire distributors. The Pro-1200 is Sapphire’s first entry into direct drive carpet cleaning truckmounts. “We recently acquired a direct-drive platform,” said Mike Roden, Sapphire’s chief engineer. “It was a tested and proven design, but we made several significant improvements.” These innovations include better heat production, quieter operation, and a simplified wiring harness that provides greater reliability. Circle 240 on the Reader Inquiry Card. 42

Cleaning Specialist | July 2011

4 CTI Enhanced uses for X-Cide X-Cide’s capabilities have been “enhanced and tested with great results. Cleaners are now pre-spraying urine deposits then adding X-Cide to their cleaning solution with excellent permanent odor removal results,” the company said. Circle 247 on the Reader Inquiry Card.

Stalking soils with the Predator 14 Powr-Flite’s Predator 14, a 14-inch batterypowered automatic scrubber, has a low-moisture design. Its integrated parabolic squeegee system mounted just one inch behind the pad helps contain and instantly recover moisture, soils, and solution, even when making tight 180-degree turns. Compact, powerful, versatile, the Predator 14 cleans about 11,300 square feet in an hour with a 70-minute run time. Circle 253 on the Reader Inquiry Card.

7

7 U.S. Products Moving forward with a single pass With the Express Multi-Surface floor cleaning system from U.S. Products, “one pass is usually all you need for carpets to be thoroughly cleaned.” The system has five injection spray jets and five cast, stainless steel vacuum-extraction heads. Together, they facilitate cleaning of all sides of the carpet fiber in a one-step process. The rotary cleaning heads are designed to assist driving and steering wherever you want to go, making the machine exceptionally easy to maneuver. Circle 242 on the Reader Inquiry Card.

Clean Care Seminars Inc. Fire’s Out! . . Now What? Clean Care Seminars, Inc. introduces the latest contribution to the professional cleaning and restoration service industry. “Fire’s Out! . . Now What?” is a two-volume set of books that answer all the questions current and aspiring restorers have about organization, management, marketing and sales of disaster (fire, wind, water, vandalism, trauma damage) restoration services. “Fire’s Out! . . Now What?” is written for those who are considering getting into the disaster restoration business, and for those who have been in it for many years and are frustrated with their current organization. It’s beneficial for small and large businesses alike. Circle 251 on the Reader Inquiry Card.

Restoration Journeys Restoration Journeys announces Italian WDR Workshop Textile Consultants and Costa Group Educational announced that registration for this fall’s Advanced Water Damage Restoration Workshop in Italy is open. The Oct. 23-Nov. 6 Journey “will allow you to spend time with other industry experts, business owners and managers, having time to network, relax, and build business relationships and friendships, all while gaining valuable insight and information to further build your restoration business practice. Along with tours, and time in the Fortezza da Basso to see the most important state-of-the-art restoration laboratories in Tuscany, enjoy networking and time to break away from business and rejuvenate, and don’t forget there will be plenty of fun and new places to explore.” Circle 243 on the Reader Inquiry Card. Circle 9 on the Free Information Card July 2011 | www.icsmag.com

43

New Products & Technologies

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12

11

9

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9 Mytee Products 11 Butler Corp. Aerosol takes chewing gum and more Maximum Aerosol Chewing Gum Remover is “a maximum performance aerosol formula to effectively remove gummy, freezable substances. It assists in the removal of chewing gum, candle wax, putty and other freezable substances. Recommended for use on all types of carpet, upholstery and fabrics,” the company said. Circle 239 on the Reader Inquiry Card.

Versatility and user-friendly features all in one Mytee Products, Inc’s line of Spinner hard surface cleaners, “are going to revolutionize the industry with their combination of versatility, ergonomics and performance,” the company said. Available in a wand or T-handle style, the Spinner is constructed with durable stainless steel, and features a low profile head for cleaning under toe kicks and other hard to reach areas. Rated from 500-3000 PSI, the Spinner is available for either 1 ½” or 2”machines so it can be attached to a high-pressure portable extractor, truckmount, or pressure washer. Circle 248 on the Reader Inquiry Card.

8 Multi-Steam International CFR

Power, performance in an energy-efficient package

Faster, cleaner and greener

The Avalanche features a Kohler 20HP Command Pro energy-efficient industrial air-cooled engine, a Roots 45 URAI blower that produces up to 325 CFM, a 220 XL on-demand fuel oil heating system and more. A heavy-duty electric safety clutch allows independent operation of vacuum and pressure system for water damage restoration and pressure washing, reducing wear and maintenance needs. Vacuum suction, solution pressure, and solution heating capabilities combine for dual-wand performance. Circle 249 on the Reader Inquiry Card.

There are a lot of reasons they call the CFR PRO 500 portable carpet extractor “faster, cleaner, greener.” With the PRO 500 system, water and solution are filtered/recycled up to seven times, minimizing the time spent emptying and refilling the tank. With the PRO 500’s perfect heat technology, carpets come out so clean The CFR’s patented high-performance atomization wand helps carpets dry faster. The machine has earned the Seal of Approval from the Carpet and Rug Institute. Circle 252 on the Reader Inquiry Card.

44

Cleaning Specialist | July 2011

10 Thornell Corporation Odorcide puts out a “Fresh Scent” Odorcide is now available in a new “Fresh Scent” for eliminating offensive odors of all kinds. Just like the “Original” formula, this new non-enzymatic product works instantly with no dwell time and is not affected by detergents and disinfectants. Apply to reach the odor source and the odor is gone. All Thornell products use a unique proprietary formula that permanently eliminates, not masks, odors on contact. Circle 244 on the Reader Inquiry Card.

12 Damtech Looking to deliver the best of all worlds Damtech is a manufacturer of high-performance carpet care valves and components. “It is our goal to provide the floor care industry with the best of all worlds; best performance; best quality; best price; best customer service; and the most innovation,” the company said. Circle 250 on the Reader Inquiry Card.

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.

Cleanco Truckmounts Compact Truckmounts are equipped with standard features such as dual wand connections, dual speed settings, twin blower filters, aluminum lint basket, slopped recovery tank floor and safety features such as Anti Theft Module, park break sensor, high temperature shut down and security hose ports for closed door operation. Contact Cleanco at 1-800-653-8338 or visit www.cleanco.com to locate a dealer near you. For details circle #101 on the Free Information Card.

Rotovac Corporation The Rotovac 360i has a new optional brush head available for commercial glue down carpet. The new brush head uses the standard 360i Swoop Glide carpet cleaning head with 3 stainless steel Swoop Glide vacuum ports and 3 spray jets. A soft nylon brush is added between the 3 vacuum ports to give the extra agitation needed to restore those super dirty commercial carpets. Visit us at www.rotovac.com For details circle #102 on the Free Information Card.

Hydro-Force The world’s most popular injection sprayers just got better. The new Hydro-Force Injection Sprayers have a new, patent-pending 5 qt. container that offers must-have features like a side-fill port, molded-in wand holder and ergonomic grip that reduces hand fatigue. With the best dilution ratios of any sprayer, these are a must have for every cleaner. Visit us at www.hydroforce.com For details circle #103 on the Free Information Card.

The Butler System Owning a Butler System Has Never Been Easier! Simplify the purchase of a new or pre-owned Butler System, van, cube van or truck with our Exclusive Financing and Lease Programs. Our financing department will be pleased to confidentially assist you with bank financing, leasing or lease-to-own programs that are exclusive to Butler customers. There are many programs, each with its own distinctive advantage. Visit us at www.butlersystem.com For details circle #104 on the Free Information Card.

Core Products Green Logic™ Stainless Steel Cleaner This new, innovative product from Core makes cleaning metal finishes easy. With a biodegradable surfactant blend, mineral oil and emulsifiers, the surface is cleaned and protected against fingerprints and smudges. The Green Logic™ brand symbolizes Core Product Co., Inc.’s commitment to green cleaning solutions. At Core, we are formulating for our future by transforming the cleaning industry with innovative, green cleaning solutions. Visit us at www.coreproductsco.com For details circle #105 on the Free Information Card.

July 2011 | www.icsmag.com

45

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We won’t be undersold! 46

Cleaning Specialist | July 2011

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47

Ad Index Company Name/Phone/URL

Page No.

Abatement Technologies.................. 21

RS No.

Company Name/Phone/URL

22

Full Circle Business Support Team .... 17

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

Adco Pro Cleaning Supply ................ 20

18

26 4

800-441-1934 www.basiccoatings.com

Bullen Company ............................. 27

16

Hydro-Force ................................... 31

12

800-637-3789 www.hydroforce.com

800-525-9644 www.masterblend.net

14

Phenomenal Products ..................... 51 Phoenix Restoration Equipment ........ 33

10

6

800-653-8338 www.cleanco.com

11

Prochem ....................................... 56

1

www.prochem.com

888-881-1001 x104 www.connectionsconvention.org

www.pmftools.com

Pro’s Choice .................................. 17 20

800-825-2673 www.coreproductsco.com

17

888-475-2915 www.edic-ics.com

Extech Instruments ......................... 9

8

FLIR .............................................. 7 866-477-3687 www.flir.com/meet-E

48

Cleaning Specialist | July 2011

23

21

3

800-949-4728 www.scrt.org

Sporicidin by Contec ....................... 36

www.extech.com

24

800-932-3030 www.sapphirescientific.com

SCRT ............................................ 36 28

25

800-368-1247 www.proschoice.com

Sapphire Scientific ........................... 2

850-637-SELL www.upsellvideo.com

EDIC ............................................. 32

5

Prochem ........................................ 3

Production Metal Forming ............... 37

Dave DeBlander’s Upsell Video ......... 16

13

800-533-7533 www.UsePhoenix.com

Connections Convention ................28-29 2

Core Products ............................... 25

7

www.howardpartridge.com/leadership

800-455-4278 www.cleancareseminars.net

Cleanco Truckmounts...................... 11

9

Hydro-Force .................................... 5

MasterBlend ................................. 55

800-535-5025 www.butlersystem.com

Cleancare Seminars........................ 53

Hitman Advertising ......................... 43

15

www.buyairx.com

Butler System, The ......................... 19

24

888-211-7702 www.hitmanadvertising.com

www.rugcarespecialists.org

Basic Coatings ............................... 15

RS No.

888-638-1315 www.fullcirclemember.com

800-447-0677 www.adcoprocleaning.com

Association of Rug Care Specialists .. 27

Page No.

27

864-503-8333 www.sporicidin.com

Uncle Sam’s Distributing ................. 39

19

CFI Report By Jack Freedman

CFI Updates

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uring my recovery time, I had the pleasure of visiting the following CFI Associate Member locations of Central California Cleaning Supply: Sacramento, Fresno and Bakersfield. I was pleasantly surprised at the professional assistance these locations gave to their customers. Even if the customer was not looking at a purchase their questions were still answered. At CFI this is the type of professionalism we are and strive to be. I would like to remind all of our members that we have a fantastic wealth of knowledge throughout the industry, not only on our Board of Directors, but also past presidents and friends of the CFI. So no matter what your question is (no question is dumb), don’t hesitate to call 1-800-227-7389 and give your question to Nila. She will pass it on to our Technical Director and he will reply to you as soon as possible. Remember, this is just another free service that you as members have at your disposal. Regards, Graham Bedwell

their original beauty. He also showed us part of his collection of over 5,000 rugs that were custom made for them, taking ten years to hand knot. An amazing smoked tri-tip dinner was prepared by CFI Chairman Matt Sanders and enjoyed by all.

and products used on different spills and spots. Noel Frank shared the history of Chemspec and their products. Ann Bedwell, area rep for Chemspec, was also on hand to meet the area cleaners and suppliers and also shared on the multiple uses of Chemspec products Los Angeles – The recent LA Chapter Meeting held at Admiral’s Rug Cleaning and Repair Factory in Reseda, CA. was a huge success with over 30 attendees. Owner Hamid Razi and his wife Shiva gave us a tour of their huge factory and explained carpet history, characteristics and identification. Using his techniques, Hamid demonstrated how rugs that have heavy yellowing damage or have been severely damaged can be brought back to

Orange County - The Orange County/ Inland Empire Chapter is covering a lot of ground this year! Chapter Director Jason Hensley says, “We signed up two new members at our April Meeting and are now up to 44 members! Our goal is 60 members by Connections - just 16 more professionals to go!” If you are interested in furthering your education in the carpet and restoration industry, there is no better place to do it than CFI!

Upcoming Classes July 19, 2011 - Spotting Class w/ CTI’s Don Snider 8:30am to 12 noon – held at Pro Line, Sacramento, CA July 26 to 29, 2011 - AMRT w/ Patrick Moffett 8am to 5pm - held at Restotech DKI in Laguna Hills, CA

Chapter Reports Arizona – Hands on training continues in Arizona. Thanks to Chemspec and K & J Representatives for a successful chapter meeting May 17th in Phoenix. The meeting taught spotting techniques

August 8, 2011 - Area Rug Cleaning w/Aaron Groseclose 8:30am to 4:30pm – held at Pro Line, Sacramento, CA Please visit our new website at www.carpet9.org for a complete list of classes and more details.

July 2011 | www.icsmag.com

49

IICRC Chairman’s Corner

By

Paul Pearce

Paul Pearce, an industry veteran since 1973, is a Master Cleaner, Restorer and Instructor, as well as owner of Country House Carpet Care in England. He is a Past President of the National Carpet Cleaners Association (UK), for which he currently serves as technical director. He has also served as past chairman for the British Cleaning Council. You can reach Paul at [email protected].

Registrant Feedback is Essential At the Connections Conference in Clearwater, Fla., the IICRC hosted a session that provided an overview of the IICRC’s continued evolution and how the number of changes taking place will fit together.

T

he session included a Q&A panel with three IICRC Certified Technicians – Brian Kornet, Patti Savelle and Mark Wichern – who discussed how they leverage their certification in marketing activities. The feedback we got from our panelists and the session attendees was invaluable. As the Q&A panelists each discussed how their individual firms use their IICRC credentials effectively, it became clear that no one does it the same way. One factor they all agreed on was that, no matter what market, demonstrating that your firm is an IICRC Certified Firm shows consumers that the technician is an experienced and qualified professional who has proven their proficiency and that registration with the IICRC continues to set firms apart from the competition. A few suggestions from the panelists ranged from incorporating the logo on all marketing materials, including a more robust description of the IICRC

50

Cleaning Specialist | July 2011

near the logo on their company’s website, to printing banners for local carpet dealers. One idea I thought was particularly clever was the “Lunch ‘n’ Learn.” A “Lunch ‘n’ Learn” is when a firm would cater lunch to, let’s say the insurance agents’ office, and for 30 minutes grab a conference room to explain what their company does, demonstrate why they are experts and show them the IICRC standards books. Often, the panelists said they would conduct a short demonstration during the “Lunch ‘n’ Learn” by cleaning a chair or the corner of the carpet to show what clean should look like. I thought this was a very creative way to make an impression on important stakeholders in each firm’s local market. Listening to the Q&A, I’m not sure that all of our firms are aware of the materials available on the IICRC website to help them better market their services. These materials are available exclusively to Certified Firms and can be found

through the IICRC Certified Firms secure website at www.IICRC.org. Connections was a great opportunity for us to hear from our registrants, but it shouldn’t happen only twice per year. Your feedback allows us to continue to improve our offerings and the value of your IICRC membership. If you have ideas for ways we can continue to improve, please let us know at [email protected].

1

Registrant feedback is invaluable

2

IICRC is always open to suggestions on how to improve

3

Think “outside the box” with your marketing

CRA News By Jennifer Germond

CRA Happenings

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.

T

he CRA and Central California Cleaning Supply recently worked successfully to present an IICRC Water Damage Restoration Technician course at the Sacramento CCCS store. It was great to see such a tremendous turnout at our first attempt to work together.

What’s Happening Now The CRA has recently partnered with Connections Events, Inc.! Connections Convention Las Vegas is just three months away; time to start planning! Don’t Forget: CRA members receive a discounted registration.

What’s Going to Happen There are a lot of “new” courses in the works for CRA. This month will include Trauma Scene Clean-up and Methamphetamine Lab Residue Decontamination classes in Sacramento. Call for details.

Circle 13 on the Free Information Card

July 2011 | www.icsmag.com

51

CCINW News By Jane O’Haleck

What Cleaners Have Learned From a Down Economy

E

xcept for a short blip right after 9/11, companies established after the early 1980s have never had to deal with a “down” economy. What have we learned? • Off days can turn into off months; is there enough cash reserved? • Throw out what you knew about marketing • Competition becomes fierce • Fierce competition leads customers to become more price focused • Experimenting until something works is no longer affordable This is when association with trusted members of your trade becomes even more important. Comparing notes about what’s working for other similar operations can be fastest way to over-

coming business development issues. The CCINW is committed to assisting our members navigating and thriving in this new world of business. On that note…summer meetings are pretty rare, but this August we have a chance to hear from Miles Austin again. He’s so excited about what can be done with QR codes that he can’t wait to share it with us. Those fortunate enough to attend Miles’ seminars on web tools came away with slump-busting strategies, so this might be a meeting to plan your vacation around. Business attorney and strategist Loren Joner spoke to our group in May about how to handle the life cycle of a business. Loren suggested that every business needed to be a “limited partnership” with the owner establishing a relation-

ship with an accountant, attorney, insurance specialist, and a retirement planner. No matter where your business is between start-up and your retirement, there are ways to stack the odds in your favor and asking for referrals to find trusted advisors is one of the best.

Find us at: ccinw.org; on Facebook as CCINW, and follow us on Twitter as CarpetCleanNW The Gadget Man

Editorial Reprints

t The Rug Cleaning Specialis By By

Aaron Groseclose

than mo Blend, and has more senior industry. He is a senior ence in the cleaning carp has led many carpet, carpet inspector and m rug, leather and comupholstery, Oriental Aarsemi nars worldwide. seminars cle mercial cleaning o the Master Rug loperr of on is also co-developer Cleaner Program. l com [email protected] His email address is

The “Wow !” Gadget Factor

My telep hone does what every whomever I wish. But telephone to keep my should: it that’s not all; lets me calendar dial, conn on my phon being highly adva ect nced techn e. ically, I have and talk to now learn ed

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ast weeken his new phone. d a friend showed me He can play draws the surf the Web neighbors games, for outside impressive or stock market the latest sports scores machine work. to see this quotes, and sharp-looking It built-in GPS use the , insulated, may be the spotting kit fully stocked app recogn if he gets lost. Anothe we keep izes music r during allyy at hand ring the inspect casuall and name of the song and artist provides the ion. Both tools by themse is playing at are fine for whatever the momen ders as market lves, but also do wont, and this the tip of ing tools. is just the Let’s look at device. When iceberg for this amazin icant manufacnumber of significant g he showed you the “Wow! a few items that can had it produced to tates to States me, give say, “Wow! ” factor. I just turers in the United ” Let’s start I assume he rpets and rugs with the inspect is also able wool hand-knotted carpets ser measur ion. A lato make calls. Often, the mid-20th cening devicee tools we use from the late 18th to thee or an ultraso rangefinderr as carpet cleaners or restore of pile rugs in with nic rs have a similar tury. The manufacturingg quite the reactio a laser pointer can our clients. William when effect get 1791 in In fact, some on By the U.S. began on a wall and n as you place the where square yards. ts, why in 1838 Lon so neat tools are just hand-knotted tool nie that they have click for a ever y started cenSprague started makingg textiCo., rate room measur penn fast and accugins in the Clinton les you not look nnyysecond half of the 19th the a value beyond their actual this At Until at adelphia. and Philadelphia. in the Erastus may be Mc function; they were of Miss high-end Mass., Axminster rugs finer For when Lan Once, while ement. in Lancaster, inghomes miss expertiseDon nd floors in and the severalto manufactury, wood ald or walk market our to the Everand years I ing? ing past point, pile rugs in both Europe unattractive, IICRstarted fice to office I was moving from buyso Horat Bigalow Horatio C that we have customer, assuring them a car have such poor quality notted and called ofto and thenAs leather is easy. horse-drawn in her of the same the techno usedLeat U.S. were often hand-knotted Course. wall-to-wall. ing, I was asked measure a large buildCleaning taug turer coach lace notice how the logy, skills training to heto be covered 1 Technology theyhthad With make, as where handhiddess was hide company was and do the job see? It’s Tech the 1840, many Axminster, as this was model instills nician beeping sound. about the rangef inder’s carr carriages. Bysome at hand. the l one tells out fail,and the It may be and confidence n in England. usea carpets in ever y eable th of time a big ticket ble.. The leng How can same with leath color you me knotted weaving began make tothat in your client checking radiatiI joking told her I they “just expanded exp mucingrain item, like 19th cennatu n ral carpet they were er. was unde wouuld Car- don’ class leathBigalow you see on levels. the ld set to hThe g unit with In the fi rst quarter of the er,” when name decaying cleanin itseyes lots of attenti 2 Be prepared t see ch changed That drew just more leathrstanding leath the #56 vaca they uum , actu blower aren’t cond last. Ove in, and oven carpet proon. By the procmount used as loose ing you en carpet Machine-wov er help ess the carpets er? It will tury, U.S. machine-woven time I finishe explaining ed in a box simply facilitieswere pet pe Co. These itioned ally,1your gadget you to explain each uses what I was ways to r time peop van that mall cottage indid not start mak d izant and hous more you cogn to see has numerous use wall-to-wall. 1.asOve fitted duction was only a small le really my carpet slow the as well rugs r essteamunderstan that it exist r 30% you clean it in th deca found sever including cleaning process doing and 820s The Lowell the com of s. 3 Gadgets are d developed al dustry. In the late 1820s all d The e y 58 niture curr acqu the texti processCleaning the uphorst : Erastus Bigalow variou es, I had loom aintemade Mass.) power nin from fantastic le 2 The will the fi down, Specialist | April oils, d with froom the us making Manufacturing Co. (Lowell, see it. You marketing carpet If youloom, ently made is lstered furit…the and bepowered2. 2010 accessible bar of the sun and tanbark more tools are in carpet carpet anufacturing Co. availmore you leather! Leather will see hosp trees Brussels h 1,00 e and The Hartford Manufacturing itals, least 30% it in boar . that has American-mad 0 hom hotels, and finis nn.) produced ines a year, 1850s. been and drooms, airlines, theldearly fin and inshou nish (Thompsonville, Conn.) corre right? That of carpet Hankss 0410.indd hed 90% ed is resis able for purchase have some 0 at Today, more . It’s homes, . ctly temperatu ever andleath 3 ation I). By 1840, Wilton means as you offices Leat erat tant to 58tanned ature lost favor grain carpet (Illustration or more hertufted ywhere! are Ingrain slowly humidity the macoul have er, rugs enemies re and bact homes production of a mam is a natural mate 3. On eria. , 1,500 looms were in operation, with some dwas of leath power-loomed 300 Brussels avera ing out. er are sun The majo n carpet. has been mal, bird, fish rial, the hide r jority making ingrain dents a ge I hear from leather. rot and or repti made pliab year abou For two 5 deca dryecayy thro le alize just o t how theyto 10 stuugh a proc le and resistantthat methods centuries leath ning ist | April 2010 ng.. Leat now reCleaning Specialist ess know been walkhow much leath to d not did er 18 her is 0 but in n as tandramatica production er they stron ing past onge the l gest second st fiber one of the 33/16/10 lly 50 year thought. without givin had oldest 10:57:10 AM tanning last s know when en corre s or so, change, and age agen g it a n ents to ts synthetic common man and oils mosstt long ctly treated, placce.. place have beco -live is amo that, 18 Groseclose 0410.indd ng the One me ne of the d natural subs tanc Tra T early conc ran n nsp sp pirattion erns with es. Lonnie ion Leather McDonal animal IICRC has the d is found desig release nior Carp nations er and moisture abilitty to abso of o¬n the et Inspector. Mast er Textil president rb and through of Textil e Clean Amer its is one ican Hom He sits o¬n e Care er, three are Mast of the various Group/Le -die Furni er Rest He found IICRC shing

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rugs as well as budget very expensive area i cated into fabric can be fabricated ing of how they are Machine-woven carpet should have a good understand ist sho Specialist Rug Speciali industry. floor coverings. So the o a great American d of ound backgrou the backgroun produced and a bit of

were more The Lu perfected and the carpets reversis a flat weave, ca Ingrain carpet crat consistent and affordable. It was first woven in ive Item co oor covering. floor is a Wilton-constructible fl Brusselsecarpet England in 1735, and with a loop Kiddermin Kidderminster, ed carpet (Illustration II)Youcapias “Kidderminster,” infrom the May kn became known pile and takes its name y be carpet; the term ingrain there were e Mis S grain or Scotch tal of Belgium. By 1880, iss U.S. sin si most often inn the ng is used m mills producing 40 million an econ carpet g! 215 oriits Carpet coun Co. hadomy B The Bigalow

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is an orer Fire ather ers and Techn s Allian mois ture IICRC -appr & Smok Pro! He h a past ce comm ical Advis dviso oved olds the ory proce ry Comm e and Prac holds ittees instr uctorpresident sses. o¬n of the tticing ittees n Leath icing SeE-mail , and er him at and indus try-re Low Mois also so serve ture CarpCare and Labe als leatherpro cognized sture s ling. 111@ g. Lonn instr uctor et Cleaners ling aol.co ie Asso m. in leath Cleaning socia tion. er care ciatio n. Specialist and low | April 2010

24

McDon ald 0410

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1 2 3

30% of furnitureupholstered is leat her There are thre classific e ations of leat her are five key iden tifiers

There

:

Jennifer Allen | Reprint Manager Phone: 800.835.4398 x 2214 | Fax: 818.224.8042 Email: [email protected] 52

Cleaning Specialist | July 2011

Gordon Hanks

Bridgewater the nicknam Corp. CEO Gordon e “Gadget Hanks got brainchild Man” as a result that develop of his dustry’s ed into one leading cleaning of the cessorie s. The Gadget and restora tion inacmaking life easier and man series is about For more informa tion improving profitab ility. e-mail gordonh call (800) 658-53 @bridge watercorp.net. 14 or

is president of Master Aaron Groseclose 20 years experi-

PACR News By Jillian Olson

PACR Updates and Events

P

ACR along with Interlink Supply held the EPA’s RRP Course and the IICRC AMRT Course at Interlink Supply in Denver on May 2 – 6, 2011. Over 20 students attended the RRP Course and 32 students attended the IICRC AMRT Course. For the second year in a row the course was in high demand. Instructor John Banta of Restoration Consultants was flown in to teach the courses which featured using their newly learned skills in a four room house built specifically for the hands on portions of each of these courses. PACR and Interlink Supply look forward to hosting the IICRC AMRT course in Denver again during spring 2012.

September 7 – 9 – Connections Convention and Tradeshow at the Las Vegas Hilton. Join PACR Members at Connections Convention and Tradeshow at the Las Vegas Hilton in Las Vegas to take on this year’s “Experience” with one of a kind handson training, high-energy networking, and the largest tradeshow in the industry! The Connections Events are one of PACR’s largest fundraisers throughout the year. Don’t forget, PACR Members save $100 on registration! We hope to see you there! For more information, contact the PACR office at 877-4472822 or email Jillian at [email protected]

800-455-4278 • 334-983-8730 outside US or visit www.CleanCareSeminars.net for 2011 courses: • July 21-22: Disaster Management, Marketing & Sales, Atlanta, GA by Jeff Bishop • July 25-30: Disaster College (WRT, FSRT & OCT) in Dothan, AL • July 25-27: Water Damage Restoration Tech (WRT) in Dothan, AL by Jeff Bishop • July 25-27: Water Damage Restoration Tech (WRT) in Dothan, AL by Jeff Bishop • July 28-29: Fire & Smoke Restoration Tech (FSRT) in Dothan, AL by Jeff Bishop • July 30: Odor Control Tech (OCT) in Dothan, AL by Jeff Bishop • Dec. 9-17: 2011 Inspector College (RRT & ASCI) in Dalton, GA • Dec. 9-10: Carpet Repair & Reinstall Tech (RRT) in Dalton, GA by Jim Carfield • Dec. 12-17: Applied Sr. Carpet Inspector (ASCI) in Dalton, GA Jeff Bishop

Upcoming Events August 4 – PACR Members Family Night Out at the Colorado Rockies baseball game. We have a section of seats reserved together. Again this year we have reserved extra tickets to sponsor families from the Ronald McDonald House to attend the game! We want the families to have a fun night to remember while they are in Denver. Please purchase extra tickets that will be donated directly to the Ronald McDonald House Families! To keep ticket prices down, dinner will not be included this year.

Need IICRC Continuing Education Credits (CECs) – or employee pre-training??? We have on-line, web-based training programs; no travel, at your convenience! • Principles and Methods of Carpet Cleaning at www.CleanCareSeminars.net/PCCM • Practical Psychrometry: The Art of Drying at www.CleanCareSeminars.net/PPP • Microbial Contamination Remediation at www.CleanCareSeminars.net/MCR • WOOLSAFE® Fabric Care Specialist at www.CleanCareSeminars.net/WoolSafe

Check out our educational Books and Videos Visit www.CleanCareSeminars.net Circle 10 on the Free Information Card July 2011 | www.icsmag.com

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SCRT News By Patti Savelle

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

SCRT News, Views and Updates

G

reat news! SCRT’s Facebook page can now be accessed by going to facebook.com/scrt.org. You now have access to a new place to discuss business questions and ideas, receive the latest information on events, and stay up to date with current SCRT news. It is also a great way for you to connect with other members. Don’t forget to push the “like” button when you get there! The Georgia chapter of SCRT held a meeting May 9 at Truckmounts & Cleaning Solutions in Norcross, Ga. Mark Cornelius, Chapter Secretary, presented the program for the evening. Mark is an IICRC WRT and FRST instructor, as well as an approved trainer for the OSHA 10-hour safety training course. In addition to owning his own restoration business, Mark is a volunteer fire fighter. He created and presented an informational two-part program on some of the safety issues facing our industry. The first hour focused primarily on how confined space requirements affect restoration professionals. After a brief break for refreshments and socializing, Mark shared his presentation on Personal Protective Equipment. He explained the four levels of

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Cleaning Specialist | July 2011

PPE as defined by OSHA and gave some guidelines on how to select the right protection for the job and specific hazard. In addition to his presentation, Mark brought a variety of safety equipment for us to pass around, including his fireman’s turn-out gear. Over 20 members were expected to attend, but several were unable to be there because of storm related damage from the previous week’s tornados. Plenty of good food and great conversation was enjoyed by everyone who was able to attend. SCRT Board Member Carey Mitchell, Technical Director of Shaw Industries, attended the meeting and was kind enough to linger and answer questions and chat with members. We appreciate Bruce and Joanna DeLoatch from Cleaner’s Coach for helping to make this a great chapter meeting. The next Georgia Chapter meeting is scheduled for August 24 at Jon-Don in Atlanta, with Bill Yeadon presenting a program on upholstery cleaning. Doug Moerschbacher announces that the organizational meeting of the Pennsylvania Chapter of SCRT will be held on July 12 at 105 N. Main Street in

Pleasant Gap, PA. Further information will be available on the SCRT website, PA Chapter page, or contact Doug at 814.359.4414 or [email protected]. The NE Ohio Chapter of SCRT held a meeting on May 17 in Medina, Ohio. Our mediator, Ron Valega from the TMC Group, led a round table discussion on the topic of “How to handle large Water Loss Calls.” Ron covered topics of interest to the entire group who participated in the open forum format, and shared documents such as phone scripts and work flowcharts from estimating through billing. Safety topics were covered as well. Copies of handouts provided by Ron can be requested by email to [email protected].

For more information on chapter meetings, board appointments and anything else regarding the SCRT, go to www.scrt.org.

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