I spoke with the manager of a mid sise business (4000 sqft)and three stores. when I gave her a quote while my wife was in the store shopping. She liked the quote and immidately called her boss. My cell phone rang while I was in the store and the first question she asked was that her manager wanted to know if I was "steam cleaning or hand washing the carpet" (the carpets looked well maintained, they were HWE monthley) I explained encapsulation in very basic terms and offered to do a free demo on an area and let her see for herself what I can do. If it works, I got all the stores and she said the other company also did all of the managers homes at a "discount".

My question is this, How do you explain encapsulation and explain the "where does the dirt go" questions and others that may arise? Especially to one that only knows about HWE? I did explain that the soils are encapsulated and vacuumed up the next day when they do their daily vacuuming. I don't think she liked that answer.

I am pretty sure I came in way under the HWE guy who is doing it, I will still make $100 per hr. if I get the job.

I explain encapsulation to the prospect. But what I really emphasize when I sell is the RESULTS. I sell then "clean carpet" rather than "carpet cleaning".

I place the emphasis on what our company will provide for them - professional service, competitive pricing, no more sill stains, guarantee, etc. I also stress the benefits of having clean carpet - extends the useful life of the carpet, looks more attractive for their guests and employees, healthier, etc.

When we get to the point of discussion about methods - I explain that this is different than HWE. I explain that I have HWE equipment and could provide it for them if that is what they prefer. However there is a shift in the commercial end of the industry to this new technology called encapsulation.

This is some of the information that I consider with them in my presentation when I meet with the decision maker. A face to face presentation with the person who makes the decision to purchase the service is vitally important. But the most important selling technique is to provide a demonstration to show them how it will look. "A presentation without a demonstration is just a conversation".

Bottom line: Stress all the advantages of clean carpet and what your company can provide for them. Sell clean carpet, not carpet cleaning.


Rick Gelinas

Good suggestions, Rick.

I've been a HWE cleaner for 25 years and I never would have believed that encap cleaning works as well as it does without experiencing it.

It really works. I can't explain it, don't understand it (really), but the carpets I do with the Cimex and SV look great and stay looking great much longer than HWE cleaning.

Steve

Great information as always. I will make an effort to speak to the main manager and offer her a demo at her store. I also printed out some materil to explain that this is not some splash and dash process.