ICS Cleaning Specialist March 2011

MARCH 2 0 11

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

The Smell of Money: Intensified

Facebook Part II: Marketing Your Page Maintaining Wood Flooring Without Sanding

2011

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

Disaster Restoration & Remediation Market Study

Page 38

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2011

March Vol.50 No.3

Features & Columns 14

Ten Ways to Have Fun in Business

18

The Gadget Man

14

By Dave DeBlander

The Smell of Money: Intensified

38

By Gordon Hanks

24

To Your Success Choosing Your Life By Steve Toburen

30

Facebook Part II: Marketing Your Page

34

Hard Floor Maintenance Opportunities

34

By John Braun

Maintaining Wood Flooring Without Sanding By Stanley Quentin Hulin

36

Building a Phenomenally Successful Business

18

Creating a Phenomenal Marketing Calendar By Howard Partridge

38

ICS 2011 Disaster Restoration & Remediation Market Study By Jeffrey Stouffer, editor

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

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

Editorial Comment ICS eRants & Raves ICS eMedia News, Views & Events New Products & Technologies Must See Product Gallery Advertiser Index IICRC Chairman’s Corner Buyers’ Marketplace PACR News CFI News CRA News SCRT News

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

4

Cleaning Specialist | March 2011

Thinking about your next truck mount? Consider the fact that Interlink Supply sells more truckmounts than any other supplier. We have more factory trained and certified service installation technicians. We have more experience e than anyone at helping match your company with the perfect truck mount for your business. Best of all, we are right down the road. ad. Don’t make an “uninformed” mistake! If you are even thinking of investing in a truckmount soon, download your FREE Truckmount Quick Reference Guide from Interlink Supply and learn how we can n customize the right truck mount package for your business needs. This FREE report includes the essential information you need to know when hen 4RUCKMOUNTÖ2EFERENCEÖ'UIDE

your company? Would a van, box truck, or mini-van benefit your cleaning style and transporting your equipment more efficiently? Why it makes sense to have Interlink Supply install your truck mount for you. And much more.

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considering a new truck mount. How to choose the right truck mount unt for

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Another reason to use Interlink Supply is the partnership we have with Interlink Financial Services. Interlink Financial Services is a financing company for the cleaning and restoration industry and exclusive to Interlink Supply. Interlink Financial does not rely on credit scoring or other methods used by the big financial institutions. They take a custom “out of the box” approach on each and every application, ensuring you get the best financing options available. Learn more at www.interlinkfinancialservices.com.

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Editorial Comment By Jeffrey

Stouffer

®

Group Publisher ❚ Phil Johnson, Publisher ❚ Evan Kessler 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

Thinking Ahead... Starting Right Now

“L

ive in the Now!” and other such rallying cries make for great Spring Break sound bites and even better marketing campaigns, but aren’t exactly the best tent poles from which to hang your company’s future. You can’t plan for every possible scenario, of course, but “I didn’t see it coming,” “We got caught with our pants down” and the always popular “I didn’t think it could happen to me” just won’t cut it anymore. Laying the groundwork for a successful business/campaign/presentation/exit strategy/whatever takes time, effort, knowledge patience and a little prescience in your thinking. That’s right, you need to be able to see into the future, but with not so much “fortune teller” as “Vegas bookmaker.” The former should stick to fairy tales, but the latter, especially the very best, are eerily accurate when it comes to their prognostications. Why? Data, data and more data, crunched and twisted every which way until the Big Computer spits out the best possible prediction. Once again, success is due to hard work, not guesswork. Keeping ahead of the game in all segments of your business, including marketing, requires structure, something Howard Partridge lays out in easy-to-use fashion with “Creating a Phenomenal Marketing Calendar” (page 36). Post-it notes and reminders scribbled on matchbooks will only take you so far (and often down an unpleasant path). It takes a little elbow grease to get up and running, but once you’re on track it’s amazing how easy it is to stay there. Steve Toburen offers a wider-ranging approach to thinking ahead, presenting a tight company-birth-to-death set of questions every owner should ask themselves when putting their plan together. “Choosing Your Life” (page 24) explains why the hardest questions to answer are usually the most important, and how finding clear answers upfront can smooth things out down the road. Few things are certain in either life or business, but taking (or better yet, making) the time to do some forward thinking, to formulate a plan to stay ahead of the curve, makes solid sense right now.

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

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

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Cleaning Specialist | March 2011

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

Ultimate Cleaning for Ultimate Fighting? Fighting? Anybody done this kind of thing? Parts of the legal liability scare me & I think it is gross to attempt the cleaning of that many blood spots…but it’s a repeat client. She cleans it herself all the time, but she’s not getting out a whole lot of blood, of course. What techniques would you use? The mat is 24’ x 24’

– Con S.

When Spot Keeps Leaving Spots

Ha! I Don’t Even Want to Clean My Carpet So my wife could tell that I am bored. I didn’t schedule any jobs today, except to pick up a small flood. The phones are pretty good today, but I am not used to not doing anything. So she asked me to clean our living room and furniture. I said “No way, it’s too cold and wet outside.” She responded, “Then stop complaining that nobody else wanted to either.” She’s always been smarter than me.

We had a customer complain that the technician did a lousy job removing the pet odor. He performed a 3-layer pet odor removal: cleaned both

– Kevin M.

sides, enzymed, pad replacement, and sealed the floor. One of our managers went out to inspect it, as the customer was beyond irate. The dog proceeded to walk over and pee on the spot he was inspecting. Obviously, he refused a re-do...lol. – Greg C.

Hate When This Happens

Getting Off the Schneid With

Water Jobs

I used to do a fair amount of water jobs, and have a lot of equipment, knowledge, etc. I had a few agents giving me a few jobs here and there, but never consistently, they just trickled in. I used to hit up the agents, etc. but will admit my marketing for this work has all but “dried” up. What would you do to get jobs now?

– Brian M.

Sloooow… If you are slow and choose to pursue commercial work, be sure to arrange for payment at the time of service. If cash flow is slow, it will do you no good to perform a bunch of commercial work, then have to sit around and wait 30 days or possibly more to receive a check. That will not cure your cash problems, if you have such. Be certain to outline in your bid payment at time of service. Get a signed work authorization, a PO number, etc.

We did an estimate at this home for cleaning and a re-stretch with a few repairs last week. The guy said he would have the repairs done today and call us next week to do the cleaning. The job took longer than expected and next thing you know, Stanley Steemer is in the driveway. The homeowner thought we would be gone by now and had hired Stanley to clean the carpet. Busted. My guys move our van so they can take off after the repairs and let Stanley do his thing. Well, it turned out OK. The homeowner didn’t like how they cleaned the master bedroom and threw them out. Told my guys to go ahead and clean the other 2 bedrooms, bonus room and steps. He admitted he should have paid the extra $150 we charged over SS estimate, but thought he would try to save some money. He ended with the old saying, “I guess you get what you pay for.” LOL

– David G.

– Todd B.

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 | March 2011

The Butler System makes a great business choice. Quality and Reliability The Butler System is manufactured using only the highest quality components. No other cleaning machine offers as many features and benefits, is simpler to operate, easier to maintain, more reliable, lasts longer, quieter or has a greater resale value...none!

Commitment to Value Every new Butler System is provided with the industry’s only 10-year warranty. There are no additional costs, no limitations on machine hours and no fees to transfer. Factory “reconditioned” Butler Systems are warranted for one year.

Buy Back Guarantee Our exclusive “Guarantee Buy-Back Program”* provides our customers the opportunity to trade-in or cash-in their 15 year old or newer Butler System and vehicle at any time during ownership.

Extensive Vehicle Selection Selection, convenience, availability and competitive pricing are why most customers choose a complete turn-key package from our extensive inventory of new and pre-owned Butler Systems, vans, cube vans and trucks.

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The Butler System $22,995.00 Factory installation included. Please call 800.535.5025 for your FREE 92-page color brochure or visit us on-line at butlersystem.com. Personal demonstrations available in most areas.

Vehicle specifications and prices are available upon request. The Butler System price will vary when installed into cube vans and trucks. Prices exclude taxes, registration and documentation fees. Prices, rates, terms and programs are subject to change. The “Guarantee Buy-Back Program”* is limited to the continental United States. Additional terms, conditions, specifications and exclusions apply. Financing and lease programs are subject to credit approval. Lease programs may not be available in all states. GM and GMC are registered trademarks of General Motors Corporation. Ford is a registered trademark of Ford Motor Company. Approved for publication February 2011.

Circle 10 on the Free Information Card

ICS eMedia An Offline Look at What’s Happening Online

Can I Be

For more go to www.icsmag.com

Effective and Still Be Nice?

My dad believed that I should never ask any employee to do what I hadn’t done myself. Frankly, I didn’t appreciate this when I was a kid growing up in the business because it meant everything from mopping floors, unplugging toilets, climbing into some disgusting places I’d sooner forget, but as I got older I grew to appreciate his wisdom. What it enabled me to do when I became more of a manager and less of a tech was to sit across from a potential new hire and say, “If I’m not going on the roof in the dead of winter, you don’t have to go either. But if I’m climbing up the ladder, you better be right behind me. — Al Levi, The ICS Blog Spot, 2/6/11

Never Made a Putt I Didn’t Think Was Going In

The International Builders Show (IBS) always delivers panache. Building product manufacturers use the industry’s biggest stage to unveil their latest and greatest designs, often with the excessive exuberance needed to stand out among the sea of products on display. This year’s show was tamer than most. Singers, dancers, magicians, and spokesmodels were a bit scarce. But that did not stop a number of manufacturers from spotlighting some exciting new products.

I use the example of my never making a putt because it’s true that, when I don’t think a putt is going in, it never does. And the point is that, as long as you allow negative thoughts about what you really don’t want to linger, you’re highly unlikely to get the results you really want. My good buddy, who is also a writer in the contracting industry, had lunch with me the other day and we got to talking about the industry. He put down his hamburger and stared at me and then with a genuinely curious look asked me, “Al, you work and interact with so many contractors from so many different trades from all around the country. Why aren’t there more successful contractors with all the great information that’s out there?”

— Tim Fausch, The ICS Blog Spot, 1/28/11

— Al Levi, The ICS Blog Spot, 1/23/11

Builders Show Spotlights

Innovative Products

IAQ Has a Prominent Role in This Industry The professional cleaning and carpet cleaning industries play a crucial role when it comes to indoor air: we can help make the air we breathe healthier or, if we are not careful, a whole lot unhealthier for ourselves, building occupants, and our customers. According to the Indoor Air Quality Scientific Findings Resource Bank, the term “indoor air quality” refers to “the environmental characteristics inside buildings that may affect human health, comfort, or work performance. IAQ characteristics include the concentrations of [or amounts of] pollutants in indoor air, as well as air temperature and humidity.” Now that we have it defined, here are some facts about IAQ that cleaning/carpet cleaning professionals should know:

— From the Web Exclusive Feature “February is National Care About Indoor Air Quality Month” By Mark Warner 10

Cleaning Specialist | March 2011

The ICSmag.com

Web Poll: When it comes to hot-water extraction vs. low-moisture cleaning: 31% I’m HWE all the way 15% Low moisture is the only way I work 54% Either, depending on the situation; it’s the results that matter, not the method

In My Experience…

C

Commercial Accounts:

The Secret Service

By

Marcus Taylor

Marcus Taylor has been working in the industry for over 5 years. Currently the operations manager for Modernistic, a large cleaning and restoration company in Michigan, he is an IICRC certified Journey Textile Cleaner, Journeyman Water Restorer and Journeyman Fire and Smoke Restorer.

ommercial carpet cleaning accounts are a crucial part of our business. We often study the dynamics of the residential job and how to cultivate cheerleaders from residential customers. Far less frequently, we study what the commercial client wants, and how vastly different commercial cleanings are from residential. I like to compare my commercial cleaning technicians to the Secret Service. Like the Secret Service, they are an elite group. They must handle some of the largest and most complex cleaning situations. They go from cleaning a 15,000 square foot facility to half inch thick grease at the entryway to a restaurant kitchen. They have to be thoroughly trained and prepared for what they are doing. They must also be relatively inconspicuous. Commercial account managers are not interested in watching you clean for the most part or in the process itself. Most accounts just want the facility to be clean and to not be involved further. There is less bonding with the customer in commercial accounts. You have to be more to the point, get the job done, and get out. Lastly, the most important job of the commercial cleaner is the safety and security of the people and the facility. If you are alone and responsible for a facility, it is absolutely unacceptable for doors to be left unlocked or alarms left unarmed (unless otherwise instructed). Safety and security are the most important tasks at every commercial account. The Secret Service is elite, efficient, unseen, and very security minded. These are some of the concepts we can adopt into our commercial service system. It’s a different setting with different dynamics, and should be treated as such.

March 2011 | www.icsmag.com

11

News, Views & Events Piranha event spotlights marketing strategies More than 160 cleaning and restoration professionals came to Los Angeles for a marketing training event with Joe Polish and Lisa Wagner of Piranha Marketing. The day was focused on foundation marketing strategies to build their best year on, and tackling the specific business challenges of those who came. The event preceded the full day quarterly mastermind session of Piranha’s Platinum Plus members, where the top companies from the Piranha Marketing Network come together to share their best performing strategies currently in their business, and innovate new campaigns to test.

Schaper receives MasterBlend’s Outstanding Performance Award In 2010 MasterBlend ran an incentive program for their distributor partners, in which, the distributor selling the most El Diablo’s would win a FREE El Diablo. In January, Schaper’s Interlink Supply received the Outstanding Performance Award from MasterBlend. Eric will be installing his prize into a Custom Supreme 12’ restoration truck and will be traveling in his market area demonstrating the El Diablo.

Cleanwiki.com keeps you in the “green” cleaning loop Cleanwiki.com, the online free industry resource provided by Interlink Supply, has developed a special section in the technical resources section specifically devoted to the subject of green; one industry writer has characterized it as comparing science “babble” versus verifiable science fact. The special section on green cleaning includes the latest information on the United States Federal Trade Commission’s attempts to regulate the marketing of green concepts – what you should and should not claim in your marketing.

Calendar of Industry Events Conventions & Trade Shows

March 7-11: RIA 2011 Annual Convention, Colorado Springs, Colo. Go to www.restorationindustry.org for more information.

March 21-24: NADCA 22nd Annual Meeting & Expo, Las Vegas, Nev. Go to www.nadca.com for more information.

April 14-16: 2011 Connections Conference and Exhibition, Clearwater, Fla. Call (888) 881-1001 or go to www.connectionsconvention.org for more information.

12

Cleaning Specialist | March 2011

Rug care specialists launch new trade association The Association of Rug Care Specialists (ARCS) has been formed by influential members of the rug care community. “An association specifically dedicated to this segment of the flooring industry has been needed for some time,” said longtime rug care expert Ken Adams. “The Association of Rug Care Specialists was founded to promote and foster the highest standards of professionalism and technical proficiency in rug care and ensure that we develop the next generation of leaders for this industry.” Membership in ARCS is open to any firm which cleans, repairs, services, or otherwise maintains area rugs, as long as 95 percent of the work is done at the member’s cleaning facilities and not subcontracted.

IICRC seeks registrant for new education task force The Institute of Inspection, Cleaning and Restoration Certification is searching for an interested registrant to work on the newly formed Education Task Force. This task force will be comprised of a well balanced group of materially interested parties (MIPs) and will include a registrant along with an IICRC director and others in the industry. The Education Task Force will be involved in planning, leading and directing the certification arm of the IICRC. The purpose of the task force will be to create a global view that includes all various stakeholders in the process as the IICRC continues to serve the industry through education and certification.

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Quality – Innovation – Trust

Circle 14 on the Free Information Card

Ten Ways to Have

Z

ig Ziglar has often said that he will never retire because he is having so much fun working. Donald Trump never takes a vacation because every day he is doing exactly what he wants to do, so he has no need for a vacation. How about you? Are you enjoying your job, and can you say that you are having fun running your business? I hope that you are but from my observation of owners in this industry, I would have to surmise that the vast majority would not describe their work days as being fun. That’s why I’m giving you 10 ways you may be able to go from drudgery to pleasure and excitement in your business.

Fun in Business

1. Make Lots of Money There is no substitution for this very important aspect of your business. Let’s face it, Zig Ziglar and Donald Trump make lots of money. Chances are if you are rolling in the cash and your balance sheet looks good, you’re having a good time.

2 “If You Have Your Health and Your Family, You Have Everything” This quote came from my 95-year-old father-in-law, a man of great wisdom. If you have plenty of money but not these two things, you don’t have much.

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.” You can reach Dave at www.howtogetoffthetruck. com, www.carpetcarecoach.com and www.davedeblander.com.

14

Cleaning Specialist | March 2011

The lesson here is to appreciate what you have and be grateful for it. Chances are, you are not starving and have a roof over your head. Multitudes in this world don’t have those two basic things, so don’t complain; enjoy life’s little gifts.

3. “Make Everyday a Masterpiece” This quote from legendary basketball coach John Wooden will keep you happy if you adhere to it. Don’t squander a single day and use each day to make your

1

The majority of owners aren’t having much fun

2

Successful people work hard and get things done

3

Write your goals down

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Dr. Connie Araps will discuss the science behind advanced hydroxyl generating technology including newly commissioned research on the measured output of this equipment. It has been known for over 30 years that hydroxyl radicals are continuously produced by the action of the sun’s radiation and are the driving force behind the daytime decomposition of most natural and man-made pollutants. Now, discover how this amazing molecule is being used by restoration companies to increase their profits every day. Insurance companies pay over $200/day for this equipment because it decreases business interruption and ALE, restores more contents to pre-loss condition, and allows restoration companies to complete jobs faster and more safely than ever before.

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Speakers: Dr. Connie Araps Chairman HGI Industries Scientific Advisory Board

Tom McArdle President Hydroxyl Air Solutions, LLC

Busy that day? Register to have access to the archive for 12 months. Questions? Email [email protected]

Ten Ways to Have Fun in Business

Seattle Carpet Cleaner Secures 96 Customers by Spending $115

Continued

life and business spectacular. At the end of each day, take an inventory of how you spent your day and make sure that it was a masterpiece. Successful people get things done because they take action and work hard.

4. Revel in America’s Infrastructure

As Craig Jackson, a veteran professional cleaner of 25 years from Seattle has learned, $115 will secure him 96 customers who might otherwise use another professional cleaner for their next cleaning just because they have forgotten his name. Here is what Craig is saying: “I have learned that the lifetime value of a client is huge. I run a high-end business. It costs me time and money to find the clients that will appreciate my excellent service and are willing to pay my higher prices. Once I have earned their business they can bring me many thousands of dollars in business for years to come. I can’t afford to lose these customers, and I’ve come to realize that I am not the most important thing in their lives. Many of them will forget my company name a short time after the cleaning job is finished. This leaves them open to solicitations from my competition. “A simple solution that is so inexpensive it is just a ‘no brainer’ to do. I give each customer a gift at the conclusion of each job – HomePro spotter with my company name and phone number permanently printed right on the bottle. Customers are calling more often to clean their carpets and to receive more HomePro spotter!”

In many a country, the roads, phones, capital, market, etc. are not there for people to build businesses. If you have ever gone to a Third World country, you know what I mean. Everything is here for you to succeed, so don’t take it for granted.

5. Relish the Challenges This is one of the most important ways to have fun in business: enjoy the journey. When I was a one-man operation and had no jobs on the books, I would say to myself, “Fantastic, I now have time to go out and drum up new business!” I was actually excited and not down in the dumps. I went to work and used the time to talk to referral sources and before I knew it, business was better. You have choices in this life, and only you can decide if you are going to enjoy the challenges or fear them.

6. Read Biographies and Motivational Books Learning from others is essential to building your business and enjoying life. You can’t figure out everything on your own, so why not let others teach and educate you? Successful, happy people are students for life and know the value of learning from others.

--Craig Jackson, CJ’s Superclean, Covington WA

SPECIAL

$115 will buy 96 bottles of 8 oz. personalized HomePro Spotter!

1 CASE

FREE!

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7. Network and Make Friends Many of my best friends are people I have met while getting business for my company. Networking will bring in many jobs for your company, but it is also a source of lifelong friendships. I love this part of the business. Learn how to be a good listener and have fun while you grow your business.

8. Train Your Employees in the School of Life Michael Gerber, author of “The E-Myth Revisited” and other great business books has said that, as employers, it is our job to

Circle 3 on the Free Information Card 16

Cleaning Specialist | March 2011

train our employees in the school of life. What a great concept that is! We are their leaders and, as such, we ought to show them the importance of honesty, integrity, positive thinking and always putting the customer and company first. In my company last year, I taught my employees the importance of positive thinking using the book “The Answer” by John Assaraf and Murray Smith as my teaching material. It was a pleasure to show them the importance and power of thinking positively.

9. Compartmentalize Don’t always be thinking about work. Learn how to turn it off and be a good spouse, parent, and friend. Sometimes it is not easy, but the best way I have found to do this is to get all my plans and thoughts down on paper so that they are out of my head. To wit…

10. Set Goals, Plan, Implement and Do Your Best If you are doing your best, that is all you can do, so don’t worry. You can’t do better than your best. If you aren’t doing your best, though, then you do have reason to worry. Write your goals down! If you don’t write things down, they will be forever swimming in your head and driving you nuts. Have five-year, yearly, quarterly, monthly, weekly and daily goals set up, and you will be amazed at how your business will improve and your life will be more enjoyable. It’s really a lot of fun to set goals and then watch them be accomplished. When you fulfill a task, it actually releases endorphins in your brain and you get a natural high. People can become addicted to completing tasks and the natural high that comes with it. Now that’s an addiction that’s we all ought to have! Accept the challenge that your business is going to be a vehicle for fun and excitement. I hope that your attitude is one that incorporates these ten ideas and if you do, I believe that you will be one of the happiest people around. Enjoy! Circle 20 on the Free Information Card March 2011 | www.icsmag.com

17

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].

The Smell of Money: Intensified Cleaning up after pet accidents is not often a pleasant experience.

W

hen faced with those nasty jobs, I used to remind myself that animal waste and the putrid odor that accompanied it was the smell of money that helped me deal with the cleanup. The extent of the cleanup and odor removal may depend on the customer. If they currently own and love the dog or cat that caused the problem, they may not recognize it as a huge problem and may not want to pay for a complete and thorough job. On the other hand, if they just moved into the house and the problem was caused by an unrelated animal – they will be very interested in doing whatever is necessary for complete eradication of the problem. Now we just

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Cleaning Specialist | March 2011

need to know what to use and how to use it. Last month I addressed some customer issues, the nature of urine, and what tools to use to ascertain the extent of the problem. Now, let’s look at some of the “tools” for treating pet urine. When I started cleaning carpets in the early 70s (yes, unfortunately, I am that old) we had very limited options for effectively treating and removing urine contamination in carpet. Dousing the carpet with disinfectants was partially effective, as it destroyed the bacteria that was present and reduced the odor of decomposition, but it did little to neutralize the chemical odors associated with

the other aspects of urine. Solvent-based and strong water-based deodorants were used to mask the odor, but were only partially effective.

1

The scope of the job depends mainly on the client

2

Chemistry has come a long way in a short time

3

Dogs really are the cleaner’s best friend

Circle 17 on the Free Information Card

The Gadget Man

    6 , 7 1 ( 0 1 , $ 7 &21 &$/ &5,7, ZipWall ® barrier system cuts drying time and keeps contaminants under control

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www.zipwall.com/ics1 Circle 21 on the Free Information Card 20

Cleaning Specialist | March 2011

For many years, most of our customers had to learn to live with lingering odors or replace their carpet. Today, we have several terrific options for dealing with all aspects of urine – the odor, the stain and the contamination. Let’s first address some of the solutions available using chemistry. Now, this is not an attempt to perfectly describe and pigeonhole all the excellent products available in the market. For the sake of brevity, I’ll describe products generally, grouping them into four categories.

Acid Neutralizers Urine is deposited as an acid. During decomposition a strong alkaline, ammonia, is formed. One of the results is an alkaline salt. Removing the salt is an important first step for removing more difficult stains. As the name suggests, acid neutralizers neutralize the alkaline salt, allowing it to be dissolved quickly. Well-formulated acid neutralizers may also include a deodorizing ingredient and something to help emulsify lipids or body fats that are deposited along with the urine. These lipids tend to resist water. Once they have been removed, any water-based cleaning to follow will be more effective.

Oxidizers Most of the powdered products that are activated with hot water fall into this category. These products include ingredients like sodium percarbonate and sodium perborate that create extra oxygen in the water to form peroxide compounds. Using these products creates a very active oxidizing effect that can

be effective at removing both the odors of decomposition and rapidly breaking down organic staining material. As with all effective treatments, the solution must come in contact with the contamination. It should dwell for 20 to 30 minutes to be effective. Longer dwell times and repeated applications may be required for extensive problems. Because oxidizers can be used to correct urine contamination that has reached through the carpet backing to the cushion (pad) or subfloor, it is among the most popular treatments.

Watch where you leave it. Not everything is as rugged as a Fluke thermal imager.

Bacteria and Enzymes Although urine may be free of bacteria when it is deposited, it quickly comes in contact with naturally existing bacteria in the environment. The bacteria begin the process of decomposing or breaking down the urine. This then serves as food for the bacteria. Ammonia and other gases are created as part of the decomposition. This is the principal source of urine odor. Left on its own, the natural breakdown with its associated odors may continue for weeks or months. But the process can be speeded up significantly with the introduction of friendly (non-pathogenic) bacteria. These bacteria are specifically selected to swiftly feed on the components of urine. They produce enzymes and can be considered an enzyme factory. They produce the right enzyme in

Before our intensely rugged thermal imagers hit the streets, they go to the school of hard knocks. In our unrelenting testing labs, they learn to stand up to moisture, dust, a 6.5 foot drop—and other hazards of the job. Count on Fluke thermal imagers to spot energy leaks and poor insulation, find construction flaws and HVAC issues, detect moisture or document your work. We’re all about helping you make a strong impression. Learn more at www.fluke.com/answers Or call 800-760-4523 to find the nearest reseller.

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March 2011 | www.icsmag.com 8/16/1021 3:48 PM

The Gadget Man

the correct amount needed to complete the job. Enzymes are chemicals produced by living organisms like bacteria. Bacteria are unable to absorb and digest food internally. They use enzymes to digest or break down complex molecules to simpler ones that can be used by the bacteria as food. Chemically, they can be thought of as a catalyst. They speed up the

breakdown of these chemicals without themselves becoming part of the reaction The bacteria feed. They grow. They multiply and the process continues even faster. Some of the more popular products start with a higher concentration of bacteria so that the process is completed in a more timely manner. Since rapid decomposition is occurring, the gases of decomposition are being released. So bacteria/enzymes products may include additional deodorizing ingredients. Ventilation also helps reduce odor during the time the bacteria are most active. Soon the urine has been broken down and digested. The source of the odor is gone and will not return. With no food source, the bacteria become dormant or die. Some may find the thought of cleaning up contamination with bacteria rather yucky. But the fact is that most bacteria are beneficial and not at all harmful. Bacteria produce delights like cheeses and yogurt. They are also necessary for our digestive system. You have more bacteria in your body than you do cells.

Pairing Encapsulates Exactly how odor molecules trigger the sensation of smell is not completely understood. One popular theory can be illustrated by a lock and key. Receptors (the locks) at the ends of our olfactory nerves are specially shaped. Only the correctly shaped molecule (the key) will fit into the receptor activating the sensation of odor. A deodorizer that pairs or bonds with an odor molecule or completely surrounds (encapsulates) the odor changes the shape of what reaches our noses. The key no longer fits the lock. Thus, the molecule has been changed to something that has no odor. This process can reduce odors in the air and eliminate odors on surfaces as long as the pairing agent or encapsulant comes in contact with the odor molecule. The odor elimination is immediate. If an odor is only reduced, more product needs to be applied to get the appropriate result. Bonding and encapsulating products may come with no added fragrance to allow you to know how well they are working or they may include a scent to help mask the urine odors until they have been completely eliminated. The pairing agents included in a deodorizer may be targeted to bind with specific odors or may be part of a mixture design to handle a variety of odor types. Encapsulating deodorizers are one of the newer technologies in deodorization. They go a step further than pairing with an odor molecule; they completely enclose it making it unlikely that the two can separate.

Rinsing Fragrances come from essential oils. If not properly rinsed, a deodorizer with a fragrance could leave behind a light, oily residue that would attract soil. Powders, especially those with fillers, may not dissolve completely. These residues also need to Circle 23 on the Free Information Card 22

Cleaning Specialist | March 2011

be rinsed away. Deodorizers with no fragrance don’t always need to be rinsed. For example, a bacteria/enzyme product with no added scent could be left in a carpet to provide an on-going residual action, should more urine be deposited in that location in the future.

be finished by the time the in-laws arrive for dinner in a few hours. If pets are still living in the home, the extent of odor removal may not be as great as a home being offered for sale. Removing urine contamination can be very rewarding both personally, as you greatly improve the indoor environment for your customer, and financially by ap-

plying your professional knowledge and expertise. There’s a reason for the old saying “Dogs are a cleaner’s best friend.” Author’s Note: My colleague Scott Warrington has produced a full guide to urine treatment and decontamination. He offers this for free. It can be downloaded at www.Cleanwiki. Com, or email [email protected] and ask for a copy.

Equipment Flushing out as much staining material as you can prior to chemical treatment, then extracting as much of the decomposed/emulsified/dissolved contamination as possible, are both important steps. Sub-surface extraction tools like the Water-Claw can be effective for both steps. They not only remove the bulk of water from the carpet, but they can even squeeze most of the water from the pad. This allows the carpet and pad to dry quickly without concerns about new problems caused by moisture. These tools are available as small spotting tools around 8” x 7”, or as large, stand-on models in a range of sizes from 8” x 14” up to 12” x 21”. Choose a size that fits with the vacuum your have available.

Conclusion Many products, processes and tools are available for treating urine. Selecting the right tool for a particular situation depends upon the client’s budget, the time available and the client’s level of tolerance: you can’t provide $200 worth of service to someone who is only willing to pay $20. Extensive correction may not Circle 5 on the Free Information Card March 2011 | www.icsmag.com

23

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]

Choosing Your Life “Life is the sum of all your choices.” – Albert Camus

A

bsolutely nothing is more exciting than starting a new business. More and more Americans are doing just that as freshly minted carpet cleaners, if only because it is so hard to find a decent job! It is just so liberating to take your future in your own entrepreneurial hands instead of blindly trusting in some faceless corporation. However, the harsh truth is many of these new carpet cleaning ventures will not last a year. Or worse, the company founder becomes enslaved in a vicious cycle of constant pressure and crushing financial overload. So these hardworking entrepreneurs limp along hating their business, their customers and their life. But sadly, they never build the courage and/or the knowledge of how to escape the business trap they have fallen into. True Confessions Time: Like many, I opened my carpet cleaning business as a desperate ploy to (hopefully) buy groceries. And if your home is being foreclosed on I’m not going to preach at you on the value of setting long-range goals. However, the cleaning and restoration indus24

Cleaning Specialist | March 2011

try gives you the wonderful blessing of choosing where you want to go in life and how you wish to arrive there if you “do it right.” However, far too many carpet cleaners confuse “survival” with “success.” These poor mixed-up souls feel like if they have fought, screamed, clawed and struggled through another day/month/year, they are a “success.” So sad, because with just a little soul searching and introspective analysis these desperate individuals could be so much happier and fulfilled. Remember that the purpose of going into business is to find your “Perfect Place” in life. You see, everyone has their own “sweet spot,” that personal comfort zone where their life “just feels good.” So why not: a) Define your personal Perfect Place, and then b) Use your cleaning/restoration business to take you there? The key to building a successful business (and an even better life) is found in six little words: “Begin with the end in mind!” For most of us, we want it all: A

happy, healthy family; good friends; productive work; emotional and spiritual fulfillment and, of course, financial security. So your first “End In Mind” task is to define exactly what you want out of your life, something that is actually harder than it sounds. So how can you “Begin with the end in mind”? Think/dream/analyze/meditate/ decide! Now write this vision of your Perfect Place life down. Refer to this life vision frequently in your business-building EIM process. By keeping this vision clearly in focus, your business will serve

1

Don’t confuse survival with success

2

Carefully pinpoint your economic sweet spot

3

What sets you apart? Seize on that and use it

you, instead of the other way around. Of course, a vision on its own won’t put food on your table! So let’s get down in the trenches with more specific EIM questions. Ask yourself… What are my strengths/weaknesses? None of us are perfect. Defeat your demons by asking, “How can I compensate for my weak areas?” The answer may simply be, “Suck it up, cowboy! No one ever said being successful would be easy!” But at least anticipate and focus on where you will struggle. How much income do I need/want? Given the current chaos in business credit you probably will be starting out on a shoe string. No problem! However, obsess on how you can cut your personal overhead. I call us the “Entitled Generation” as in “I deserve to eat out six times a week” or “I need a new car every other year.” Success in life and business requires sacrifice, especially in the start-up phase. After chopping personal expenses to the bone (stop your impulse credit card buying!) don’t overlook income from other sources. Many carpet cleaners keep their full-time job for the first year until their business can replace their regular income. Or can your spouse fill in the start-up financial gap? Don’t just focus on the “how much do you need?” question; plan toward what you want! If you are going to endure the in-

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25

To Your Success

“I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who.” – Rudyard Kipling So ask yourself: WHAT do I want out of life? WHY am I here? WHEN do I want to achieve my goals? HOW am I going to do so? WHERE do I want to live my life? WHO am I?

It’s tough out there.

You can graduate from the school of hard knocks if you don’t mind getting beat up. Or you can join SCRT and network with the cleaning and restoration industry’s leading experts in operations, management and marketing. One good idea from a seasoned veteran can change the course of your business or even your life. You don’t need to struggle alone. SCRT is here to help YOU. Learn more at

www.scrt.org or call 800-949-4728

It Pays P to Become a Member. Circle 13 on the Free Information Card 26

Cleaning Specialist | March 2011

evitable agonies of becoming an entrepreneur, you should be rewarded far above what your old 40-hour-a-week job paid! So determine now what your financial goals are including the vital question… What is my “exit strategy”? Remember, “time is the only resource you can’t buy more of!” So while hopefully you will love your Perfect Place in business, one day you will want to move on. Think carefully on your business-horizon time line. Consider your age, health and other life priorities. Do you want a business that can be sold for a pile of money? Will you transfer it to your children (assuming they want it)? If so, the steps for a successful family transfer are the same as preparing your business for sale. What about employees? Think carefully on this one. Typically a carpet cleaner starts out doing all the work, gets too busy, haphazardly hires employees, is burned by them big time and then retreats back on to the truck and winds up “growing old on the wand”! There is nothing wrong with staying small as an owner-operator if you: a) Truly enjoy what you do and b) You are providing for the economic future of your family, including carrying good life insurance and disability coverage. That said, most cleaning entrepreneurs eventually morph into a multi-employee operation. Great! But if you are going to hire employees, please keep growing till you hit what I call “critical mass.” The purpose of employees is for the work to get done without your having to be there in 24-7. If you have to be onsite personally flogging your people out the door, you truly have “the worst of both worlds” in business. Once you have decided on employees, also think about… Will I work out of my home or in a commercial location? History is replete with tales of corporate conglomerates that were started in the owner’s garage! (Microsoft, Apple and HewlettPackard come to mind.) However, these budding entrepreneurs right from the get-go viewed their garage just as the launching pad on a journey to that corporate campus of the future. Today, more and more entrepreneurs plan to keep their business in their home long term. Either way works, just plan it now, including… What services should I offer? So many choices! Once again, look for that economic sweet spot- services and products that deliver a) The most profit in b) The least time with c) The least invested, and d) The least local competition! Look for high-profit synergistic services to add on to each job. Also ask yourself… What market will I serve? Look carefully at your logical geographical limits; drive time is a killer, plus start-up marketing to

a large area requires much more money and time to make an impact. Examine your market demographics. Trying to be all things to everyone is normally a sure route to disaster; the Internet provides some incredibly finetuned ways to reach out to your chosen age or income groups. Maybe most importantly, focus on …

What will make my company different? Our industry is flooded with cookie-cutter, look-alike carpet cleaners, all barely eking out a middle-class existence. Doesn’t sound like a successful life to me! So obsess over what marketing experts call “differentiation” as in, “Why should a prospective customer call my company instead of another one?” Hint: You will set yourself apart by focusing on the Emotional Dynamics of how you and your employees deliver your service in the customer’s home. Now once you have made your company unique and special here is one last vital question… How can I keep the cash rolling in? The challenge is too many carpet cleaners are in a feast-or-famine cycle. Too busy and then dead in the water! Sure: if you stay small you can stash money away and hit the golf course when times are slow (sounds good to me!). But once you

add employees they will want and need full time work. So how will you feed the monster you have created with a multi-employee company? You will keep the cash coming in with a “toll booth” and that is what we will talk about in next month’s To Your Success! Wow! We’ve covered some heavy stuff here! Sure, it’s more fun to talk about up-selling Scotchgard or buying a new truckmount. But nothing is more important than your life and getting the most out of it. In fact, think how few of your friends have the privilege (and the responsibility) to choose their Perfect Place in life! Congratulations, then, that you do! Author’s Note: How can you achieve your Exit Strategy? Download my free 35-page manual, “Cashing Out: Preparing Your Cleaning Business for its Eventual Sale” at http://tiny. cc/SFScashout

When accidents happen, will you be the one they call? Do you have the resources you need to be the leader in restoration service? • Discounts and rebates on equipment, supplies, vehicles and more. • Initial and ongoing training and support. • National advertising and national accounts team to drive new business.

Make the call today.

(800) 280-9963 RainbowIntlFranchise.com Circle 24 on the Free Information Card March 2011 | www.icsmag.com

27

AT THE HILTON CLEARWATER BEACH RESORT • CLEARWATER BEACH, FLORIDA

EXPERIENCE Interactive, Hands-on, Live Demonstrations From the Industry’s Top Professionals: EXPERIENCE RUG CLEANING

EXPERIENCE CARPET REPAIR

Clark Lancaster, Orbitec Solutions will set up a full-service rug cleaning operation right in the exhibition hall. Jeff Bishop and Ruth Travis, Clean Care Seminars will provide hands-on demonstrations of the industry's newest and most innovative system for Oriental and specialty rug cleaning. Plus, CCS instructors will be setting up a rug cleaning plant.

Barry Costa, Aspire Educational Institute and Steve Andrews, The Carpet Surgeons are two of the most sought after instructors of carpet repair & reinstallation. Not only will you have a chance to watch these two share their carpet repair techniques, but many of you will have a chance to take part in actually repairing carpets.

EXPERIENCE WATER DAMAGE RESTORATION

EXPERIENCE CONTAINMENT - PPE

We’re going to build an actual house (half-structure) in the exhibition hall and then flood the structure to demonstrate expert water damage restoration following the IICRC S500 Standards. This area is sponsored by Interlink/TES, Legend Brands, Home Depot, ProChem and Jon-Don.

Rachel Adams, an industry expert and IEP, will work with volunteers from the audience in setting up a containment area and then will demonstrate the proper use of PPE in containment including the donning and doffing of the PPE both in and out of containment. The PPE will be provided by ESSCO Corp.

EXPERIENCE STONE, TILE, AND GROUT

EXPERIENCE CONTENTS PACKOUTS

Dane Gregory, Interlink Supply, will transform stone right before your eyes. Attendees who volunteer will assist Dane as he demonstrates how to clean, seal and hone various stone and tile surfaces. So jump in get your hands dirty and learn hands-on.

David Mazur and Richard Malanchak, Fireline Systems. Demonstration Includes orderly evacuation of contents, categories, inventorying protocols, proper boxing, wrapping and packing techniques, boxing and management, storage, electronic records, and a step-by-step procedural overview of the job.

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REGISTER EARLY AND SAVE! Online @ www.connectionsconvention.org • Or call us at 888-881-1001 x104

REGISTER BEFORE MARCH 25, 2011 AND ATTEND THE EXHIBITION FOR FREE! 2011 CONFERENCE AND EXHIBITION GOLD SPONSORS:

APRIL 13, 14, 15 & 16, 2011 • HILTON CLEARWATER BEACH RESORT • CLEARWATER BEACH, FLORIDA Register ONLINE ...

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INDUSTRY ASSOCIATION MEMBER DISCOUNTS:

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Check any of the following associations you are a paid member of:

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List of additional attendees and events they will attend:

2ND Attendee Name (same company) ____________________________________________________

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First attendee before March 25: Additional attendee, same company before March 25: First attendee after March 25:

Name of Association: ____________________ (must be from association list above right)

❏ Non-member ❏ Pre-register for Exhibition Only (FREE before March 25, 2011) ❏ Conference AND Exhibition ❏ Additional Meals ❏ POWER OF THREE EVENT - April 13 ❏ One-day only - Indicate which day: ❏ April 14 ❏ April 15 ❏ April 16 3RD Attendee Name (same company) ____________________________________________________

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Additional attendee, same company after March 25: Additional meals only (spouse): One-day only: Indicate which day below

❏ April 14

Total number of people attending from your company: ______________________________________________________________ REFUND POLICY: Conference and Exhibition Registrations: Written cancellations received Ninety (90) days or more prior to the event a full refund will be given less a $50.00 processing fee. Thirty (30) days to Eighty Nine (89) days prior to the event a fifty (50) percent refund. Twenty Nine (29) days or less prior to the event there is no refund. No-shows are not refundable. Others: This includes extra meal tickets, Exhibition Only passes, or any other event that a fee is paid. No refund will be issued. Substitutions are acceptable with a $25.00 processing fee. If CONNECTIONS determines it to be impractical or inadvisable to hold the event for any reason, including terrorism, acts of war, or other events commonly categorized as force majeure, CONNECTIONS shall have the right to cancel the event. Written request for refunds will be honored for a 100% refund in the event CONNECTIONS cancels the event. If CONNECTIONS changes the venue thirty (30) days or less before the event all written requests for a 100% refund will be honored. Refunds refer to the amount of money CONNECTIONS received for the event. Transferring registrations will incur a transfer fee of $50.00.

❏ April 16

Non-member

❏ $395

❏ $495 ❏ $450 ❏ $595 ❏ $550 ❏ $265 ❏ $250

❏ $350 ❏ $475 ❏ $425 ❏ $240 ❏ $199

Register for POWER OF THREE EVENT - APRIL 13, 2011 Not included in CONNECTIONS Conference and Exhibition Registration - Separate registration fee. Fee includes breaks, lunch, and 2 free drink tickets for reception.

Name of Association: ____________________ (must be from association list above right)

❏ Non-member ❏ Pre-register for Exhibition Only (FREE before March 25, 2011) ❏ Conference AND Exhibition ❏ Additional Meals ❏ POWER OF THREE EVENT - April 13 ❏ One-day only - Indicate which day: ❏ April 14 ❏ April 15 ❏ April 16

❏ April 15

Member

❏ Member: $97*

❏ Non-member: $197

*Full-paid members of the 13 sponsoring associations can attend the Power of Three Event FREE! Please contact your association directly for discount details.

TOTAL ENCLOSED $ PLEASE NOTE: Registrations will not be processed until payment is received. *Payment must be made by the March 25th deadline to receive early registration discount. HOTEL REGISTRATION INFORMATION: The Hilton Clearwater Beach Resort in Clearwater Beach, Florida. To make reservations for this event call 800.753.3954 or make reservations online at www.connectionsconvention.org/venue.html Let them know you are with CONNECTIONS.

DELUXE ROOM RATE: $159/night (single or double)

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You may register by phone or fax when using Visa, MasterCard or American Express. Phone 888-881-1001 x104 • Fax 303-469-6749 • Video taping or recording of these sessions is strictly prohibited! All registrations must include a check or credit card information. Mail to CONNECTIONS, P.O. Box 21433, Denver, Colorado 80221.

For more information visit us online at www.connectionsconvention.org or CALL 888-881-1001 x104 Circle 9 on the Free Information Card

Part II: Marketing Your Page By

L

ast month we looked at how to set up your Facebook page. Here’s where it starts getting good: now that you’ve got a Facebook page set up, it’s time to market your page and use it to get clients.

Making Friends on Facebook Whether or not Facebook works for your cleaning business is largely based on the number of Facebook “friends” you have. Without friends, Facebook has little value. So after you get a few posts and pictures put on your page, start soliciting right away for friends. Type your city name, suburb, or state in the search function. Keep clicking on “See more results” until you find people or business you want to “Add as a friend.” Know that you can “Like” a business too, but adding them as a friend is much better for your Facebook marketing because friends can see your posts and messages. Another way to get friends is to include your city name in your Facebook username. This will help other businesses seek you out to become friends with, thus having some of the friend-finding

done for you. Most of these friend requests will be other businesses that are trying to add friends, just like you are. But the more friends you have the better you look on Facebook, so go ahead and accept their friend requests. Put a Facebook button on your website that leads directly to your Facebook page. This shows site lurkers you are active on Facebook. Plus, it helps your clients and web lurkers connect with you. Mention your Facebook profile in your snail-mail client newsletter as well as your email newsletter. When you send out a client newsletter, make mention of your Facebook page. In your email newsletter, put a direct link to your Facebook page. Those who know and love your company will seek you out to be friends on Facebook. Mention your Facebook profile in your advertisements. This won’t be as effective, because your cold prospects aren’t as likely to search for you on Facebook. But when you have room in larger ads, by all means include your Facebook address as an additional way for people to find out

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. 30

Cleaning Specialist | March 2011

John Braun

more about your cleaning business. The more avenues you give prospects to contact you, the better your results.

Keeping Friends on Facebook Let’s think for a moment why someone would want to become friends on Facebook with a cleaning business: • Someone looking for special cleaning offers • Future prospects looking for more information about your company • Current clients who just want to keep in touch

1

Without friends, Facebook has little value

2

Always consider how to create buzz for your company

3

Don’t overdo it; the hard sell can backfire on you

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Dave DeBlander

Howard Partridge

For over a decade (12 years actually), Howard Partridge has helped cleaning and restoration professionals improve their businesses. Some have doubled or tripled their businesses, others have built turn-key systems and others have gotten off the truck and are spending more time with their families. He has become a top consultant in our industry and we are proud to have him as a prized ICS columnist. Dave DeBlander is a shining example of Howard’s results and is now also a frequent contributor to ICS. NOTICE: This is NOT a seminar where you get a bunch of information thrown at you. Instead, Howard and Dave will guide you through a full day “coaching experience” that reveals a crystal clear, proven path to take you from where you are now to where you want to be… They will even show you the exact systems they both used (and many of Howard’s members have used) to create massive success in their own companies.

Only $149.00!

(Including Lunch) ~ Bring your spouse for FREE!

For Specific dates and locations, call this 24 hour, free recorded message right now! 866-266-2914 Or, log onto www.HowardPartridge.com/MakingaDifference

Facebook Part II: Marketing Your Page

Continued

Give them a reason to visit your Facebook page. Here are some ideas to post there: Announce cleaning specials for Facebook friends only. If you like, you can include other clients or email newsletter subscribers. But do something to make these specials exclusive. The specials could be for a dollar amount off a particular service or they could be something like, “Mention you’re a Facebook friend and get FREE fabric protection in one room we clean.” Give educational tips. You can write up some quick tips on what to do to remove urine, ink, soda, or wax. You could write a quick tip of the week for maintaining carpet, tile, hardwood, or natural stone. For dual purpose, you can take some of the same information and use it in your email newsletters or on your website. Educating your prospect puts you on a pedestal and shows you are the expert. Use contests to create a viral buzz. What if you gave away free cleaning for life? Would that create a buzz in the Facebook

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Circle 12 on the Free Information Card 32

Cleaning Specialist | March 2011

community? You bet it would. I have a client who used this strategy and built the core of his business on it. He got tons of free press and publicity. Create a contest with a big prize and people will pay attention to what you’re doing and they’ll tell their Facebook friends about you. And of course, to enter the contest, they would have to be your friend.

If you’re working on a large or unusual job, post about it. Perhaps a popular local restaurant had a fire and you were called to do the restoration. Maybe you handled a large pet urine job and saved your client from carpet replacement. It could even be about your latest marble polishing job. If it seems appropriate, post about it. This gives big credibility to your company and it helps your clients and prospects see more about all the different services you offer. Pictures can help tell your story. Your Facebook page would be really boring without pictures. No one wants to read a bunch of text. Take pictures of anything relevant to what you’re posting about. Pictures of a cat urine stained corner or red wine spill may seem boring to you. But your clients don’t always know these are removable. Post about it and add pictures for more dramatic effect. Post videos of completed jobs, client testimonials, cleaning tips, employees, company news, contests, or anything else about your company. Videos help to show instead of just tell about a subject. More so than pictures, many people are captivated by video. Carry around a cheap video camera and use it any time the opportunity arises. It’s important to not stick with just one strategy. You really need a variety. Some people may want lots of tips on spot removal while others only want to see your latest cleaning specials. And remember not to post too often; once every week is usually plenty. You don’t want to get de-friended or have your messages ignored. Do something attention-getting with your Facebook page. This will help add and keep friends. And more importantly, it will help translate Facebook friends into faithful paying clients for your cleaning business.

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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]

Maintaining Wood Flooring Without Sanding The maintenance of wood flooring is significantly different than that of most other flooring materials. The reason for this has mainly to do with the fact that wood is water sensitive as well as abrasion sensitive.

A

ll wood flooring can be negatively affected by water and even the hardest of hardwoods is really not that hard. It is easy to forget this and, as a result, damage can occur. Wood floors, as one might expect, begin as trees. Hardwoods are from deciduous trees (trees that lose their leaves in the winter) and softwoods are from conifers or evergreen trees (trees that do not lose leaves in the winter). The live timber is cut down, removed from the forest and sent to mills to be cut and fabricated into usable building materials. Some of those building materials end up as finish flooring. Finish flooring, whether hardwood or softwood, has the potential of being used as solid wood flooring, engineered wood flooring or as wood byproduct to be used in other types of flooring such as highdensity fiber board and laminate. The type of flooring material selected will dictate the maintenance program. 34

Cleaning Specialist | March 2011

Solid wood flooring, softwood or hardwood, is cut directly out of the tree and is solid in construction throughout the entire body of the strip, slat or board. The grade of the lumber as well as the way it was cut, will determine the cost of the flooring and how that flooring will perform. Solid wood flooring is traditionally unfinished at the mill and sent directly to the job site. The wood flooring will sit at the jobsite for a number of days to acclimate to the weather and humidity conditions that it will be exposed to. These types of floors are sanded and finished on site as part of the initial maintenance of the floor. Today there are many manufacturers that incorporate application of sealers and coatings as part of the system and send the flooring materials out pre-finished or factory finished. After installation of these floors, sanding and refinishing should not be required for

several years. Engineered wood flooring is constructed of 3 to 5 cross layers of softwood underneath, and a layer of hardwood on the surface. Engineered wood is factory finished with polyurethane or acrylic impregnated finishes and shipped to the jobsite. There is no need to finish the floors once they are on the jobsite. Maintenance for wood flooring is not

1

Solid wood floors are actually seldom sanded

2

Dry service procedures will not eliminate all soil

3

Wood floor coatings are extremely durable

all about sanding and refinishing the floor, although that is the perception. Solid wood floors are seldom sanded and refinished and engineered wood is more often replaced or worn out before screening and refinishing. Maintenance of wood flooring is the key to keeping them looking great. The coatings used on wood floors are extremely durable; they have to be. They protect the wood floor from the damaging effects of erosion, but they are not invincible. Maintenance for wood flooring is primarily about keeping soil off the floor before it causes damage. The tiny particles of micro grit that reside in soil have sharp edges that continually attack the surface of any floor. Keeping soil outside is the first defense and is usually accomplished with a good walk off mat program. A good matting program will have exterior and interior matting that will pick up large debris, moisture and soil that is attached to the shoe. Stopping the soil from coming into contact with the wood floor will eliminate or reduce potential damage to the surface. For soil that gets by the mats, the next step is the dry service procedures: dust mop using a microfiber cloth system, or vacuum the floor to remove as much dry particulate as possible. In facilities that have heavy traffic, the frequency of these service procedures can be increased to accommodate the additional soiling. The more dry soil you remove, the less abrasion occurs. Unfortunately, the dry service procedure will not eliminate all soil. In some cases of light soiling it may be easier to take care of the problem areas with a spray bottle of neutral cleaner solution and some towels, but when soil is widespread on the surface the damp mopping procedure may be required. Damp mopping is a mopping technique in which most of the cleaning solution is wrung out of the mop, leaving a minimum amount of moisture in the mop. Many building service contractors use microfiber mopping systems today. When using a microfiber system it is very important to go back over the floor with a dry towel or microfiber to pick up the residual moisture left behind. The key is not to allow standing solution on the flooring. It is impossible to eliminate all soil in the facility at all times, so eventually the coating on the wood flooring will begin to get

scratched. These scratches are minute and barely visible to the naked eye, but they are there. We know this because the floor develops dullness in appearance and usually a clear traffic pattern. Buffing of these floors with a soft polishing pad can bring some of the luster back. In many cases, especially with engineered wood flooring, there are aerosol or spray buff systems that are part of the system that can be applied periodically to restore some of the gloss to the coating. Larger scratches that occur on wood floors are considered damage. Polishing and spray buffing will not make these go away. There are systems available today that help to address these scratches without sanding or screening, they work more on the principles of scrub and recoat. Specialized machines are used for removing the surface soil and solution, followed by application of polymeric finishes that protect the floor from additional damage. Wood floor maintenance is all about keeping soil off the floor. The combination of a good matting program followed by removing dry soil frequently will extend the times between damp mopping. Periodic services will reduce unsightly traffic patterns and new methods for recoating wood flooring reduce the need for sanding or screening and refinishing.

Circle 4 on the Free Information Card March 2011 | www.icsmag.com

35

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.

Creating a Phenomenal Marketing Calendar A previous series of articles I wrote for this magazine outlined my 9-Step Marketing Plan.

O

ne of the steps is to have a schedule of activity, or a marketing “calendar” so to speak (for the full series, go to icsmag.com and search “Howard Partridge Marketing”). A couple of months ago, I posted “What should I write about” on the ICS Bulletin Board. In addition to a “Southern Fried Cookbook” (I’m still not sure exactly why), people responded that they wanted to know how to do a marketing calendar and how to roll out a campaign. The following is a simple outline of a 36

Cleaning Specialist | March 2011

marketing calendar, along with some of the things I recommend for an independent professional cleaning firm, things that helped me build a 14-truck company that produces $2.5 million in highend residential annually. Outline the things that need to be done daily, weekly, monthly and annually.

Daily • “Thank You” letters – send each and every client a “thank you” letter package that includes three referral cards,

1

A simple calendar is a powerful tool

2 3

Automate where you can Check online reviews consistently

your referral reward program and an evaluation letter. • Send a personal, heartfelt card to a client, referral source, or a prospect. I use a service called Send Out Cards (www.SendOutCards.com). • Send reminder letters to everyone who hasn’t done business with you in more than a year. If you have a smaller company, you may do this weekly. Also, call each one of those clients with a reminder call and send a reminder e-mail. • Send an on-site consultation follow-up letter to everyone you provided a consultation for who didn’t book the day before. Also make a consultation follow-up call for all consultations (estimates) provided. • Send a confirmation e-mail to everyone who has service tomorrow. This is really a “sales” function, but we’ll include it here to make sure it gets done. There are a number of software programs you can use to automate this. • Make quality check calls to every client that had service three days ago to ensure they are completely satisfied with the work and how the carpet looks now. Be sure to mention your referral reward program if they are happy. • Send a quality check e-mail to every client that send out referral reward certificates. The sooner these go out, the sooner you are getting more referrals from that source. • Put a door hanger on five homes around each client you serve. • Give out a brochure to the five businesses around each one you service. • Do enough sales calls and referral calls to reach your sales goal.

Weekly • Check online reviews such as Angie’s List. Respond to all reports. • Send an e-mail newsletter. This will educate your clients and you may have a special offer. • Send a “referral thank you” card to everyone who referred you the week before. Yes, they have already gotten a referral certificate; this is just another touch of appreciation. • Post to blog and social media, such as Facebook and Twitter. • Attend networking groups (such as BNI) • Update any direct advertising you may have. Change the ad according to the results.

Monthly • Send a mailer to all existing clients and referral sources. Send a newsletter or postcard. • Visit all active and potential referral sources.

Anually • Update your marketing plan.

Circle 11 on the Free Information Card March 2011 | www.icsmag.com

37

The ICS 2011

Disaster Restoration & Remediation Market Study By

Jeffrey Stouffer, editor

T

he annual ICS Disaster Restoration & Remediation Market Study is an examination of the opinions and preferences of restoration and remediation professionals concerning their business. The overall purpose of the study is to measure the opinions and preferences of professionals concerning their disaster restoration and remediation business, including: • What types of restoration work are most in demand today?

• What tools and equipment are currently used for disaster restoration and remediation work? • What are the leading brands of equipment used in disaster restoration and remediation? • What cleaning chemicals are most often used in disaster restoration and remediation jobs? • What expectations do restoration professionals have for future restoration/ remediation work?

Chart I Residential vs. Commercial Business Mix

Respondents indicate their disaster restoration & remediation business is conducted primarily in private residential homes rather than commercial or industrial buildings.

Mean Percentages Shown

The total sample for the study consisted of 2,564 active, qualified ICS subscribers and 3,650 Restoration & Remediation direct-request subscribers who have purchase authority and whose primary business is smoke/water damage restoration specialist. The sample was selected on an Nth-name basis from the magazine’s domestic circulation. Eighty-nine percent of survey respondents claim smoke-water damage restoration (69%), mold remediation (14%) or professional carpet cleaning (6%) as their company’s primary business. Residential work makes up 71 percent of the disaster restoration and remediation work respondents perform (Chart I). On average, respondents report that a little more than two-thirds of their busi-

71% 72%

Residential

71%

29% Commercial

28%

2009 (n=190) 2008 (n=220)

38

20%

Cleaning Specialist | March 2011

Respondents expect a 32% increase in business this year

2

Cash and collections are not as worrisome as last year

3

Respondents expect to spend upwards of $30,000 next year

2010 (n=145)

29%

0%

1

40%

60%

80%

100%

Circle 2 on the Free Information Card

The ICS 2011 Disaster Restoration & Remediation Market Study

Continued

Chart 2 Chemicals Used in Disaster Restoration & Remediation

Anti-microbials top the list of chemicals most commonly used in disaster restoration & remediation followed by deodorizers and disinfectants. 86% 82% 86%

Anti-Microbials

79% 77% 72%

Deodorizers

72% 73% 71%

Disinfectants Biocides

52% 48% 50%

Fungicides

57% 59%

55%

40% 43% 48%

Sewage Backup Chemicals

38%

Rust Removers

38% 39%

Moldicides

46% 51% 2010 (n=145)

44%

2009 (n=190)

7% 9% 6%

None of the above 0%

2008 (n=220) 20%

40%

60%

80%

100%

Chart 3 Common Certifications

Three out of four cleaning specialists indicate they are a certified Water Restoration Technician (WRT). Other commonly held certifications include Fire and Smoke Restoration along with Applied Structural Drying by over half of respondents. 74% 72%

Water Restoration Technician (WRT) Fire and Smoke Restoration (FSRT) Applied Structural Drying (ASD) Applied Microbial Remediation (AMRT) 26% 27% 31%

Council Certified Mold Remediator (CMR)

18% 13% 19% 17% 21% 24% 16% 20% 19% 15% 16% 20% 30% 25% 26%

Certified Restorer (CR) Water Loss Specialist (WLS) Council Certified Mold Remediation Supervisor (CMRS) Vortex Drying System Certification Other

2010 (n=145) 2009 (n=190)

8% 13% 11%

None 0%

ness (68%) involves disaster restoration and remediation work. Structural drying, deflooding/water extraction, and fire/smoke damage are the top three services, respectively, to which those surveyed attribute most of their disaster and restoration work. Additionally, 35 percent of respondents answered “a great deal” when asked how much of their disaster restoration and remediation work could 40

81%

58% 60% 59% 57% 50% 56% 45% 39% 45%

Cleaning Specialist | March 2011

2008 (n=196)

20%

40%

60%

80%

100%

be attributed to mold remediation (for deodorization and contents restoration, the numbers were 22 percent and 16 percent, respectively). Survey respondents plan to spend an average of $30,163 on equipment within the next year, roughly the same as they did in 2009. Antimicrobials (86%), deodorizers (79%) disinfectants (72%) and biocides (57%) top the list of chemicals survey respondents claim to most com-

monly use in disaster restoration and remediation (Chart II). Obviously, industry professionals purchase their own chemicals; to help supplement their privately owned equipment inventory, 59 percent of respondents use rental equipment, a three-percent bump from last year. The industry has seen numerous advances in technology and equipment in the last decade. With progress comes the need to be better prepared and educated to properly execute and verify the work. More than two-thirds of respondents have used a laboratory for testing (72 percent) or verification (also 72 percent), while 75 percent acknowledge having worked with an industrial hygienist. Education is clearly at the forefront of the industry’s collective consciousness. The vast majority (95%) of those responding indicate they or someone in their company have taken classes, attended seminars, or done course work relevant to disaster restoration and remediation, almost the same as in 2010. And when it comes to certification, 74 percent of respondents claim a water restoration technician, or WRT, certification designation, while 58 percent have a fire and smoke restoration (FSRT) certification. Fifty-seven percent hold an applied structural drying (ASD) certification (Chart III). The outlook for the disaster restoration and remediation business is good: three-quarters of respondents expect their business to increase by an average of 32 percent. The factors most often cited that respondents believe will influence their success in the business include marketing (37%), relationships with insurance companies (34%) and the weather (12%) (Chart IV). The most significant concern held up by respondents, 46 percent of them, about their disaster restoration and remediation business is collection and cash flow, a 14 percent decrease from last year. Preferred Vendor Programs grabbed second place with 23 percent, with legal

Chart 4

Factors Most Influencing Success in Restoration & Remediation

Since 2008, marketing and relationships with insurance companies are the primary factors respondents believe will most influence their success in disaster restoration and remediation. 37% 37% 40%

Marketing

34% 35% 28%

Relationships with insurance companies

Weather

12% 16% 12%

Training

4% 4% 5%

Insurance company coverage

3% 4% 4%

0%

7% 4% 9%

26% 28% 30%

Relationships with insurance companies 2010 Other Mentions: ‡ Attention to detail, availability and unique credentials and experience for an IEP ‡ Awareness of my model utility ‡ Customer service ‡ Economy ‡ Job position ‡ Relationships with self-pay customers ‡ Reputation ‡ Word of mouth

2% Business labor 1% 3% Other

26% 27% 25%

Marketing

10% 14% 9%

Training

Business labor

4% 3% 4%

Other

3% 4% 1%

20% 40% 60% 80% 100%

the cleaning and restoration industry; it is up to you to step through it. This article is a snapshot of a new comprehensive study examining the disaster restoration & remediation market. The conclusions are based on the opinions, preferences and purchasing behavior of professionals who agreed to participate in the survey.

2010 Other Mentions: ‡ Better equipment ‡ Customer satisfaction ‡ Doing quality work ‡ Property management ‡ Relationships w/vendors

8% 6% 6%

Insurance company coverage

2010 (n=145) 2009 (n=190) 2008 (n=220)

liability (9%) labor (8%) and insurance (5%) bringing up the rear. The ICS Market Study Series is intended to help manufacturers and professional end-users better understand their market and, more importantly, each other. The ICS Disaster Restoration & Remediation Market Study is a doorway to yet another important segment of

23% 17% 25%

Weather

0%

2010 (n=145) 2009 (n=190) 2008 (n=220)

20% 40% 60% 80% 100%

Measuring Moisture Innovative Ideas to make your Job easier. RX14: Reach effortlessly high and low

The survey was conducted and findings were compiled by Clear Seas Research, a division of BNP Media. For information about ordering or to find out more about Clear Seas Research services, contact Jennifer Loomis at [email protected].

Lignomat USA LTD 800-227-2105 PO Box 30145, Portland, OR 97294

www.lignomat.com e-mail: sales@lignomat .com Circle 18 on the Free Information Card March 2011 | www.icsmag.com

41

New Products & Technologies logies 3 1

2

5

4 6

5 Butler Corp. 1 Pro’s Choice

3 FLIR

Pro Solve Liquid aims to outperform

E-Series: robust, innovative thermal imagers

Pro’s Choice introduces “a killer liquid solvent for ink removal now available in all 50 states! Pro Solve Liquid is the newest technology from Pro’s Choice that not only meets all VOC standards, but also outperforms all similar products. Pro Solve Liquid is much more than an ink remover; it excels in removal of adhesives, gum, tar, glue, resins and more!” the company said. Circle 249 on the Reader Inquiry Card.

FLIR’s new E-series is a four-model range of compact thermal imagers (E30, E40, E50, E60) that transforms infrared diagnostics by introducing a mix of thermal imaging capabilities such as 76,800 pixels (320 × 240) IR resolution coupled with 2% accuracy, <0.05˚C thermal sensitivity, 4x digital zoom, and a 60Hz refresh rate The series also features industry-first innovations such as Wi-Fi connectivity to personal devices such as iPads or iPhones, MeterLink Bluetooth connectivity to Extech meters, and more. Circle 244 on the Reader Inquiry Card.

2 Hydro-Force Hydro-Force introduces new wood floor maintenance DVD Hydro-Force is complimenting its innovative wood floor cleaning and re-coating product line with a comprehensive 60-minute training video on how to care for wood floors. The video helps you learn how to identify the three different types of wood floors – solid, engineered, and laminate, to determine the exact cleaning and re-coating procedures. Next is a step-by-step job walk-through and inspection that teaches how to test for the presence of a wax finished, worn spots that could cause issues, and other commonly encountered job challenges. Circle 246 on the Reader Inquiry Card. 42

Cleaning Specialist | March 2011

4 Sapphire Scientific Sapphire launches hard surface cleaning product line Sapphire introduces a simple but complete line of professional hard-surface cleaning and sealing products. “This new line will enable hard surface cleaners to tackle a wide variety of hard surfaces quickly and easily,” said Bob Kline, President of Sapphire Scientific. Sapphire’s hard surface products include Concrete, Tile and Grout Cleaner, Tile and Grout Brightener, Penetrating Tile and Grout Sealer, Neutral Floor Cleaner and Oxcelerate. Circle 241 on the Reader Inquiry Card.

Butler introduces Maximum Desolv Maximum Desolv is “a citrus spot remover specifically formulated for the fast removal of most adhesive residue, grease, soap scum, bugs, lacquers, tape residue, bumper stickers, oily lipstick, tar, chewing gum, oil, tree sap, crayon marks, oily mascara, wax, creosote, oily shoe polish, wet oil-based paint, decals, price stickers, grass stains, scuff marks and more. Use on most types of carpet, upholstery, textile and hard surfaces,” the company said. Circle 253 on the Reader Inquiry Card.

6 DRYCO ArcticDRY mechanical dehumidifiers cool and dry DRYCO has acquired additional ArcticDRY mechanical dehumidifiers in preparation for the warm summer months ahead. These units deliver cold air, remove moisture and are available in three different sizes and ratings. “We’ve designed the ArcticDRY to provide cool, dry air, for example, in a warm and wet climate or working area to help provide a safer environment,” said Joe Schroeder, President of DRYCO. “The dehumidifier delivers cold air like an air conditioner and removes moisture beyond what any standard DX provides.” Circle 252 on the Reader Inquiry Card.

7

7 Fiberlock Technologies Fiberlock introduces new botanical-based disinfectant Fiberlock Technologies, Inc. announces the release of ShockWave Green24, the newest addition to the ShockWave group of products. ShockWave Green24 is a broad spectrum, non-corrosive, odorless, colorless, botanical-based disinfectant, which kills the most deadly microorganisms and is safe for everyday use. This next generation disinfectant works twenty times faster than traditional disinfectants and provides 24-hour residual efficacy. ShockWave Green24 has no required warning language or first said statements. Circle 250 on the Reader Inquiry Card.

8 Groom Solutions Groom Solutions takes a Gum Break Gum Break is a VOC-compliant gel spotter designed to effectively break down, dissolve, dislodge and remove gum, oil, grease, and tar from carpet and upholstery. Gum Break “has been demonstrated to be more effective on problematic gum and oil based spills than thicker paste gels, while still not penetrating to the backing and causing possible delamination.” Gel-based spotters sit on the spot and work to dissolve it. Traditional solvent spotters go all the way to the backing of the carpet, the company said. Circle 248 on the Reader Inquiry Card.

Reets Drying Systems Reets Drying Systems adds online training

8

“Under-trained technicians and incomplete or unclear systems are commonly found in restoration companies. Losses are realized by business owners due to necessary services not being performed, lack of efficiency and unnecessary process management needed on restoration projects.” said Jeremy Reets. RDS has developed an online training and systems building program for restorers. Subscribers will get a new online training meeting every week with corresponding systems. This results in much greater retention and usability than traditional classroom training. Users will find that their production staff will be easier to manage and jobs will be substantially more profitable. Circle 251 on the Reader Inquiry Card.

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March 2011 | www.icsmag.com

43

New Products & Technologies

9

12 11

10

Bridgepoint publishes commercial carpet guide

10 Vaportek Remove odors with the Restorator Vaportek’s Restorator is intended for use where quick odor-control results are desired and is capable of treating areas up to 20,000 cubic feet. The 110V Restorator is made of tough steel with a composite carrying handle and a powerful internal blower. The Restorator’s high-output cartridge is available in 3X Industrial and SOS (Smoke Odor Solution) formulations, and is rated for up to 270 hours of service, making it ideal for tough odor contamination and repeated-use applications Circle 245 on the Reader Inquiry Card. 44

Cleaning Specialist | March 2011

Green cleaning burnisher improves IAQ Aztec Products announces the new Answer dust control floor buffer/burnisher. The new Answer DC buffer is EPA, CARB, LEED and GS42 green certified for indoor use in approved areas. The new Answer DC, with its vacuum system, improves indoor air quality by containing air particulates, and meets the US green building council LEED IEQ credit 3.4 requirements. The new Answer DC buffer offers all of the same features and benefits of Aztec’s standard Answer buffer, including the completely modular design, full cast aluminum body with centered deck, and adjustable wheels for fine tuning pad pressure. Circle 242 on the Reader Inquiry Card.

9 Bridgepoint

The Bridgepoint Commercial Carpet Maintenance Procedures Guide is a free step-by-step training tool that lays out a complete planned maintenance program. The four-page guide walks the commercial cleaning technician through the procedures necessary for preventative maintenance, routine maintenance, appearance maintenance, restorative maintenance, and spot & stain treatment and removal. In each section, specific Bridgepoint chemistry is applied through a variety of cleaning equipment. Circle 247 on the Reader Inquiry Card.

12 Aztec Products

11 Tennant Company New scrubber offers up to 20 percent reduction in operating costs Tennant’s T16 Battery-Powered Rider Scrubber helps both industrial and commercial environments achieve a lower cost of ownership while improving productivity and safety. “The T16 provides BSCs, facility managers, and other industrial and commercial customers a powerhouse scrubber that improves safety, productivity and performance, and delivers value,” said Rusty Zay, vice president of global marketing with Tennant. “The T16 is yet another example of Tennant innovation giving our customers exactly what they want and need to maintain their floors, their image and their bottom line.” Circle 242 on the Reader Inquiry Card.

Jon-Don Introducing the “Industry’s Best Resource Center” Jon-Don’s new resource center at rc.jondon. com features “free advice and answers to all your how-to questions; free business-building articles; free training manuals and more,” the company said. Circle 243 on the Reader Inquiry Card.

13 Odorcide Odorcide goes after odors Odorcide Laundry is specifically formulated to eliminate odors of all kinds during standard laundry procedures. Effective for all laundering applications, this non-enzymatic product works instantly with no dwell time and is not affected by detergents and disinfectants. All Thornell products use a non-enzymatic technology that permanently eliminates, not masks, odors on contact. Circle 236 on the Reader Inquiry Card.

14 U.S. Products Two floors, one machine The King Cobra 1200 is perfect if you need one machine to clean both carpets and hard-surface floors such as tile and grout. With 1,200 psi, the King Cobra can power wash hard-surface floors, easily removing embedded contaminants. And it immediately vacuums up the soiled water, leaving floors clean and dry in minutes. Attach a carpet wand and the King Cobra 1200 produces instant 212 degrees F of heat to clean carpets. Circle 238 on the Reader Inquiry Card.

14 13 15

15 HydraMaster

Extreme Green Cleaning

The water-wise Titan of truckmounts

New book advocates chemical-free cleaning

Powered by a HP Daihatsu 3 cylinder OHV liquid cooled engine with a cast iron block and a Tuthill 4007 tri-lobe blower, the Titan 575 has three cleaning speeds and can run two wands simultaneously. “Users have the flexibility of selecting the heat and vacuum needed for the job and the 575 is perfect for pressure washing. And the 575 is the industry’s first water-conserving truckmount. It can be inactive for as long as 40 minutes without dumping fresh water,” the company said. Circle 239 on the Reader Inquiry Card.

A newly published book by Vince Elliott, BS, MHS, describes how facilities can now be cleaned thoroughly, hygienically, at less cost, and with greater work productivity without the use of chemical cleaning agents. The book, “Extreme Green Cleaning,” was introduced at the 2010 ISSA/INTERCLEAN North America trade show in Orlando. In it, Elliott writes that the professional cleaning industry is moving beyond conventional or Green cleaning chemicals to emerging technologies that use plain tap water instead of chemicals, arguing that even though Green cleaning chemicals are safer for users and the environment, “they still are chemicals. The typical [American] office building is using approximately 1,600 pounds of these chemicals each year, dumping about six billion pounds of chemicals into our environment annually.” Circle 237 on the Reader Inquiry Card.

Circle 8 on the Free Information Card March 2011 | www.icsmag.com

45

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

HomePro Spotter The War for Customer Retention is on: Choose your weapon! The HomePro Spotter is the #1 customer retention program in the industry. Give the spotter away or sell it - just be sure it’s in your customer’s hand when you leave, they will see your name and remember you. You will clean for your customers MORE OFTEN. Customize your label and place your order today at www. homeprospotter.com. More information: 800-948-1781. For details circle #101 on the Free Information Card.

Cleanco Truckmounts is commitment to continuous research and development of new and innovative concepts to be adopted on an ongoing basis. Our most recent advances include an Anti Theft Module, which locks the gearshift in park to prevent vehicle theft while your van is idling. Visit www.cleanco.com for more innovative products and a dealer near you. For details circle #105 on the Free Information Card.

Butler Systems Factory “Reconditioned” Butler Systems A pre-owned Butler System can be “factory reconditioned” to practically its original performance specifications and is warranted for 1 year with unlimited hours. A “reconditioned” Butler System is described as a machine that may have required repairs, parts, upgrades and/or cosmetic enhancements. Preowned “reconditioned” vans are also sold with new or “factory reconditioned” pre-owned Butler Systems installed. Please call 800-535-5025 or visit us on-line at butlersystem.com for additional information. For details circle #103 on the Free Information Card.

Odorcide Odorcide® Fire & Flood is specifically formulated to eliminate odors caused by fires or floods. From charred wood to old mildew odors this non-enzymatic product works instantly with no dwell time and is not affected by detergents and disinfectants. Apply with tank sprayers, hose applicators or may be fogged. All Thornell products use a non-enzymatic technology that permanently eliminates, not masks, odors on contact. Ask you local distributor for “the one that works” - Odorcide. For more detailed information or to request a sample visit us at www.odorcide.com For details circle #102 on the Free Information Card.

Duct Wizard The Duct Wizard is equipped with everything your business needs to begin duct cleaning immediately. The Duct Wizard is the most efficient and affordable duct cleaning unit on the market today. Our standard package includes: The Duct Wizard Unit, 5 cleaning brushes, 1 1/2 inch hose (33’ long), 1 year warranty, and a demonstration video. To order call (801) 231-4678. For details circle #104 on the Free Information Card. 46

Cleaning Specialist | March 2011

Ad Index Company Name/Phone/URL

Page No.

Abatement Technologies.................. 23

RS No.

5

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

Butler System, The .......................... 9

10

Making A Difference Tour ................ 31

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

4

Nissan Commercial Vehicles ............. 7

6

22

www.nissancommercialvehicles.com

17

Phenomenal Products ..................... 41

800-653-8338 www.cleanco.com

281-634-0404 www.howardpartridge.com

Connections Conference ................28-29 9

Phoenix Restoration Equipment ........ 25

888-881-1001 x104 www.connectionsconvention.org

800-533-7533 www.usephoenix.com

Extech Instruments ........................ 39

RS No.

800-535-9644 www.masterblend.net

www.encapchallenge.com

Cleanco Truckmounts...................... 19

Page No.

866-266-2914 www.howardpartridge.com/makingadifference

800-535-5025 www.butlersystem.com

Clausen Stay Clean ......................... 35

Company Name/Phone/URL

2

8

16

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

15

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

1

www.extech.com/br200

FLIR ............................................. 13

14

866-477-3667 www.flir.com/meet-E

Fluke Corporation ........................... 21

www.prochem.com

Pro’s Choice .................................. 17 27

800-368-1247 www.proschoice.com

800-760-4523 www.fluke.com/answers

Rainbow International ..................... 27

Full Circle Business Support Team .... 17

800-280-9963 www.rainbowintlfranchise.com

20

888-638-1315 www.fullcirclemember.com

20

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

24

7

www.sapphirescientific.com

HitMan Advertising ......................... 37

11 SCRT ............................................ 26

888-211-7702 www.carpetcleaningads.com

Home Pro Spotter .......................... 16

3 Uncle Sam’s Distributing ................. 32

800-948-1781 www.homeprospotter.com

Interlink Supply ............................... 5

800-227-2105 www.lignomat.com

12

800-359-6070

19

800-660-5803 www.interlinksupply.com

Lignomat USA ................................ 41

13

800-949-4728 www.scrt.org

Vaportek ....................................... 22

23

800-237-6367 www.vaportek.com

18

ZipWall Containment System ........... 20

21

www.zipwall.com/ics1

March 2011 | www.icsmag.com

47

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].

The Road to ANSI Accreditation As many of you are aware, in 2005, after a 10-month review process, the IICRC was approved as a standard writing body by the American National Standards Institute (ANSI), an organization that coordinates the voluntary standardization and conformity assessment system used across all U.S. industries.

T

his accreditation was a major advancement for the IICRC. Having an outside organization review and audit our policies and procedures has provided IICRC policies additional credibility. Since then, all new and revised IICRC standards follow ANSI guidelines in development and are ANSI approved. Five years later, the IICRC is working towards becoming an ANSI-accredited certification body. As with the standard accreditation, the path to certification accreditation is lengthy, but one the organization will be better for doing in the long run. Dedicated volunteers and consultants are moving us toward this goal every day, evaluating our certification processes and procedures and making recommendations for changes in order to meet the strict requirements set forth by ANSI. Why now? The IICRC has grown and changed over its history and as we take on new challenges in a new environment, both economic and regulatory, we knew 48

Cleaning Specialist | March 2011

that this was a task we wanted to pursue now. States and municipalities are continually considering legislation that impacts our industry, and having our certifications accredited by ANSI will help ensure the IICRC continues to have a seat at the table during these discussions. What does the ANSI accreditation process entail? It requires that we review all of our certification procedures, including course materials, test development, instructor approval, classroom teaching and subsequent test proctoring, and make adjustments as required by ANSI. The IICRC established an Education Taskforce as well, made up materially interested parties including, but not limited to, registrants, academics, directors, etc., who will help create a global view that includes all various stakeholders in the process as the IICRC continues to serve the industry through education and certification. We firmly believe that seeking ANSI accreditation for our certifications is in

the best interest of registrants and consumers. Securing ANSI accreditation will not only meet the requirements that regulators have already enacted or may put into place in the future, but add an additional layer of rigor to the IICRC’s current respected and credible certifications.

1

The path to certification accreditation is lengthy

2

New challenges make this a priority

3

ANSI accreditation is in everyone’s best interest

Righting the ship and moving full speed ahead Where We Are Let’s face it: the past few years have been a bit bumpy, even for the most stalwart of carpet cleaning and restoration firms. It’s hard to navigate a stormy economic sea without taking on a bit of water; the companies that found a way to bail themselves out of dire straits, then, deserve some recognition. “How I Did It!” is a chance to share with your peers how your company found itself in a hole, and what you did to dig yourself out and start heading back down the path to prosperity.

What We Need Fill out and send in this form, or go online to www.icsmag.com and fill out the interactive pdf. Don’t worry, you don’t need to put down your life story: just briefly tell us how you put your company back on the right path, and include a 4x6 photo of you, your vehicle, your storefront or whatever you feel best illustrates your business (a hires .jpg or .tif is even better, but it must be at least 300 dpi). “How I Did It!” is our way of giving a home to those stories that might otherwise get lost in the information superhighway shuffle. Tell us yours, and help encourage other professionals out there who have yet to find their way back from the brink.

Name ______________________________________________________________________ Company Name _____________________________________________________________ City ______________________________ State _______________ ZIP ________________ Phone _______________________ e-mail ________________________________________ How I Did It: ________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ Mail to: ICS: “How I Did It!” 22801 Ventura Blvd., Ste. 115 Woodland Hills CA 91364 Or e-mail it to: [email protected]. Submission does not guarantee selection. Images will not be able to be returned. Participants agree that materials submitted for consideration for “How I Did It!” become the property of ICS Cleaning Specialist and BNP Media Co.

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Siamons International Inc. is a high-growth, entrepreneurial Position highlights: company that manufactures and markets innovative, • Competitive base salary with strong commission environmentally sustainable cleaning products for the potential (earning potential > $100K) homeowner and professional markets. The company is • Health benefits provided located in Toronto, Ontario. • Extensive travel required • Position to be remote working from a home office Our flagship product, Concrobium Mold Control®, is used daily • Full marketing support will be provided by thousands of professionals around North America to safely and effectively eliminate and prevent mold during construction In addition to an entrepreneurial spirit and a sense of humor, the or after water damage/natural disasters. Our newest product, successful candidate will have the following experience and abilities: Concrobium Mold Stain Remover, is the only product of its kind • At least 5 years in direct sales in the I&I industry with proven results that quickly and easily removes mold stains that previously re• Experience in the carpet cleaning, restoration and/ quired expensive and time-consuming dry ice or soda blasting. or mold remediation industry With a portfolio of products ideally suited for professionals, we • Demonstrated ability to build distribution for are currently looking for a proven sales professional to build new products distribution for our products in the Industrial & Institutional • Knowledge of mold industry guidelines and practices Cleaning and Restoration & Remediation channels. • Experience with EPA-registered products a plus Responsibilities include managing all aspects of developing and managing direct accounts across the U.S. towards the Interested candidates should forward their resume achievement of a sales quota. and cover letter to [email protected]. Only qualified candidates will be contacted. Thank you for your interest.

50

Cleaning Specialist | March 2011

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March 2011 | www.icsmag.com

51

CFI Report By Jack Freedman

CFI is on the Move in 2011

I

nland/Orange Director Jason Hensley says that on March 19, the chapter is sponsoring a Regional Education Day at the Academy of Textiles and Flooring in Whittier, Calif. Lisa Wagner, Mike West, Mark Exner, Graham Bedwell, and Pat Moffett are going to teach, and the day will be topped off by number of vendors displaying their latest product offerings and a CFI Yard Sale. For information call Jason at Pacific Carpet Care at (877) 741-1234.

PACR News By Jillian Olson

PCUCA Now the PACR

T

he Board of Directors of the Professional Carpet & Upholstery Cleaners Association voted to change the name of the non-profit association to the Professional Association of Cleaning and Restoration, or PACR (pronounced “pacer”). The Board has studied the issue for several years and determined at their annual planning meeting to take action with a name change reflecting what the members of the association actually do. The majority of the PACR members provide services in both cleaning and restoration to various levels. The Board also felt 52

Cleaning Specialist | March 2011

as though the members of our association who are in the restoration industry will have more recognition with this name change and opens the possibilities of some additional growth for the organization. We hope that our members will see more business possibilities with this new name, and look forward to an exciting future as the Professional Association of Cleaning and Restoration!

CRA News By Brandi Richardson

CRA is Continuing to Grow in 2011

C

RA is growing, not only in number of members, but we are also growing as a family. We have been listening and responding to our membership about benefits that our members would like to see from the association as well as including more networking opportunities for all CRA members. CRA offers new webinars on business development, restoration and carpet cleaning. There will be a Marketing and Business Development webinar on April 6 at 4pm PST. For the Carpet Cleaning webinars, the upcoming dates are March 14 at 7pm PST and May 9 at 7pm PST.

For more information please contact [email protected]. Our next regional meeting is planned for the end of March, and will be in the Sacramento area. The topic of this meeting will be Successful Marketing Tips. We look forward to providing a great networking environment and helpful tips for those in the cleaning and restoration industry. Please stay tuned for additional information and event registration. We offer discounts for CRA members on training courses such as TSC-Trauma Scene Clean up; WRT – Water Damage Restoration Technician; AMRT – Ap-

Brandi Richardson is Member Services Coordinator for the CRA. You can reach her at [email protected] or call her at (916) 736-1100 ext 302.

plied Microbial Remediation Technician; UFT – Upholstery & Fabric Cleaning Technician; Class 3 Asbestos Worker Training; IPD – Inspection & Preliminary Determination; CCT – Carpet Cleaning Technician; CDS – Commercial Drying Specialist and more. Please remember, CRA is here to help you! We are open to suggestions about the types of training courses you would be interested in attending.

Upcoming Training Courses • March 14-15: Asbestos Worker Training – Class 3 in Los Angeles at Abatix Corp. • April 4-6: Water Restoration Technician (WRT) in Los Angeles at Abatix Corp. • April 7-8: Inspection and Preliminary Determination (IPD) in Los Angeles at Abatix Corp. • April 12-15: Applied Microbial Remediation Technician (AMRT) in Los Angeles at Abatix Corp.

Upcoming Events • Strategic Planning Workshop – April 27 in Sacramento (8am-5pm) • Marketing Workshop – April 28 in Sacramento (8am-5pm) • Sales Workshop – April 29 in Sacramento (8am-5pm)

These workshops are designed for CRA members and non-members to come together and learn valuable tips and information on how make your business more successful. Karen Wells will be the presenter of the three workshops. If you have any questions or would like additional information please contact Brandi Richardson at (916)736-1100 ext302 or [email protected].

March 2011 | www.icsmag.com

53

SCRT News By Patti Savelle

SCRT Examines Commercial Carpet Cleaning Conundrum

I

n 2010 the Northeast Ohio Chapter of the SCRT, under the direction of Tom Sherman, held a special “research” event called “The Commercial Carpet Cleaning Conundrum” led by IICRC-approved instructor Mark Violand. The findings and conclusions of that event were presented at the February 23 meeting. The objective of the research was to determine what happens to commercial carpet fibers when cleaned using maintenance and cleaning methods not approved by carpet manufacturers. Applying the same procedures used by carpet manufacturers to determine inappropriate cleaning methods, SCRT members worked on a transparent surface to determine if the same result could be reproduced. They used clean and soiled bonnets with and without solution, and also one made with microfiber. They also used a Cimex machine with clean and soiled white pads, and clean and soiled dark pads, again with and without solution. SCRT members also tested vacuums and machines with counter rotating brush systems similar to the Whitaker and BrushPro with encapsulating polymer-based detergents. The most interesting and surprising result was achieved when clean pads with SOA cleaning products were used. The SCRT group documented the entire 3.5 hour event with pictures and over 2 hours of video. A number of labeled samples and procedures were reviewed at the meeting. Mark Violand served as meeting facilitator. For more information contact Jerry Szpak at 313-937-1871 or at [email protected]. In other news, the SCRT Indiana Chapter held its second meeting in December 2010 at the HydroLab training facility in Cicero, Ind. Special guest Wayne Lawrence with Grand National Products presented a program on the advantages of blast media vs. demolition alternatives on fire and mold losses, with emphasis on restoring structural materials. Kari Cole, Mike Watkins and Kurt Bolden discussed the benefits of SCRT membership, including the latest scholarship program sponsored by HydroLab available to SCRT members only. The program concluded with a tour of the training facility. Cleaning Specialist | March 2011

ciety of Cleaning & Restoration Technicians.

The Chapter encourages more members and interested prospects to attend meetings and work on new ideas for the chapter. Chapter leaders welcome input and suggestions from any interested parties. Contact [email protected], or call (317) 984-8100 for more information.

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ICS RR subscriptions ad for Sunbelt.indd 1

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11/3/10 1:21 PM

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This feature rich machine was designed for simple operation and ease of maintenance! The El Diablo weighs approximately 700 pounds and can be mounted in either the rear or side of a van. • Powered by a Kohler V-Twin 27 HP Engine • Roots 4.5 Whispair DSL blower (Dual Splash Lubricated) features splash oil lubrication on both the gear end and drive end. NO MORE GREASING THE BLOWER! • The waste tank vacuum regulating system is controlled by a Kunkle Valve which limits relief to 14” of mercury preventing vacuum and airflow loss before reaching full load. This unique vacuum relief system allows long hose runs of 700 feet and dual wand cleaning with the performance you need. • The 75 gallon waste tank is stainless steel and guaranteed for 5 years. The waste tank features an aluminum waste basket for easy maintenance and an automatic pump-out option.

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