What is the best way to sell a low moisture system to the commercial market? Most think that "steam" is the only deep cleaning system around. Low moisture cleaning is seen as surface cleaning only. Low moisture cleaning is accepted as part of a carpet maintenance program, but not as a primary cleaning system. What script works best? What is the best way to get there attention?

Thank you

hydrophobic

Demo.

We initially started out selling Encap as interim cleaning but quickly found out it worked fine as a stand alone method.

We find that most are reluctant to Encap cleaning initially, but once they see the results they come around to the idea of it.

Explain the benefits to them, less moisture allows them to get the area back in use right away. Appearance is more even, fewer wicking problems.

Plus budget friendly pricing, due to higher production rates and Encap should be the best choice for commercial carpet cleaning.

Richard

Good point Richard. Talk about the "benifits" not the features of the encap system. In dealing with my commercial customers or potential customers I never talk about the exact equipment I use. They really don't care, but they are interested in the benifits of my system. WIFM (What will it do for me)is what I focus on when discussing a clean carpet progam. If the system I use comes up, I hit them with the benifits again. I also ask to do a Demo. As I have said before "A Presentation Without a Demo is merely Conversation" You can walk into most any bldg. and ask whoever is in charge, Do you have any problem areas that I can take care of right now at no charge. I am here to help. If you go with my company, we will give you clean carpet, not just a carpet cleaning, and all you'll ever have to do is pick up the phone and call me with any carpet problem. I have found over the years, that those in charge of carpet cleaning actually hate it. They are looking for someone to take the monkey off their backs. I know as a former Manager of 11 Million square feet of space that was my departments responsability to keep every thing clean. I welcomed anyone who could relieve me of that headache. After all I had more important things to handle, like meetings and golf tournaments. There are managers out there right now waiting for you to come solve their problems. And with the Encap System and Excellent Supply behind you, How can you loose? And another thing, you can do it today for less per sq. ft. and be more profitable than we were 10 years ago.

The million dollar question...

Q. How do we sell encapsulation to the client?
A. We don't!

OK, we will touch briefly on the aspect of the cleaning technology. But that's all. We'll only touch on it BRIEFLY.

As you can see from the marketing flier that I've produced for you guys, it discusses the Releasit/Cimex system in the very simplest terms for the prospective client. But notice that the flier is written in the context of FIXING PROBLEMS. That's why the customer is hiring you. They want their problems to go away.

Look at it another way. Have you ever brought your truck to the mechanic to get some repair work done and asked the man at the counter what brand of tools he uses? Could you picture asking whether they use Craftsmen or Snap-On wrenches? Do you ask what steps he will go through as he adjusts your valves? OF COURSE NOT. All you want is to get the problem fixed. How the mechanic accomplishes the task is his business.

The customer doesn't care what tools the mechanic uses. Of course, mechanics care very deeply about what tools they use. In fact if a couple of mechanics got together for lunch, tools might likely be a topic of conversation. So why would we want to approach marketing with mindset of a mechanic or a technician. I would suggest leaving the tech talk out of it. It would be ineffective to approach marketing from a mechanic's perspective.

Now as carpet cleaners, it's natural that we we're interested in tools and methods. But it would be good to keep the "tech talk" limited to discussions with other cleaners, not your prospective customers. The customer cares very little about tools and methods. They simply want their problem fixed. They want a fair price. They want to improve the appearance of their carpet. They want to extend their carpet's life. They want to feel that they're dealing with a professional company. They want assurance with a strong guarantee. The list goes on and on. But in most cases tools and methods are not what they care about most.

Sell them on the fact that your new cleaning system is being used by businesses all over the country to address the problems that they're experiencing. You can mention that a number of the largest carpet mills are endorsing various versions of the type of system you're now using. Explain that the carpets will now stay clean longer. Guarantee that the spill stains will be eliminated for good. Tell them that they can put the carpet back into service in a short time because of your quick drying times. Show them that maintaining their carpets can extend the life of the carpet. Offer a reasonable price. Back it with a satisfaction guarantee. Introduce that they'll be dealing with your well trained and professional staff. Sell them on your training and years of experience. Etc.

But above all, sell them CLEAN carpet.

Your customer wants clean carpet, that's all. There is certainly no need to muddy the water by throwing information their way that they don't need. Now if they ask for details about your cleaning process, answer their question directly, and then be sure to go go on to explain how this aspect of the cleaning process will benefit them.

For the sake of emphasis I'll repeat...

Sell them CLEAN carpet.
The "system" you choose to use to accomplish giving them CLEAN carpet is your business. You are the "cleaning professional". You have all systems at your disposal. You have the training. Therefore it's up to you to select and properly implement the best system for any cleaning challenge that might arise. If you choose to use HWE, Encap, Bonnet, whatever; the choice is yours. It's up to you to decide what is best (because you are the professional).


So sell them CLEAN!





Rick Gelinas
encapman

I have never had 1 problem with clients not likeing encap. I do as Rick does and do not tell them anything, but that we will get the carpets cleaner then they have ever been. I do tell them we use an imported system from Europe that is totally self contained without all those "hoses running in from out side" that usually helps. lol.

I GOT IT! SELL THE BENEFITS, SELL THE BENEFITS, SELL THE BENEFITS! Let's see it eliminates recurring spills, carpets are put back into service within 1 hour, quiet operation, cleans more square footage per hour, lowers the cost of carpet maintenance, carpets stay cleaner longer. That's it, its all about the benefits(customer needs). It's easier to sell benefits than chemistry,technology.
The winds are picking up. The sails of full again. The sky is clear. I can see land again.

Thanks to all that have reponded. Thank you for taking the time to share and be of service to me.

hydrophobic