eClean Magazine
August 2012
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August 2012
In This Issue: The Fleet Washing Issue
5 Washing Large Fleets, by John Allison, Envirospec 16 What is the best soap and method for fleet washing?, Sby Linda Chambers, Soap Warehouse
21 Overcoming the Challenges of Fleet Washing, by Paul Horsley
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28 Steamaway: 28 Years of Quality Service
Additional Features
10 2012 Annual PWNA Convention in Orlando 12 Marketing Your Pressure Washing Business Online,
by Anya Curry, Ambidextrous Services
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15 A Guide to Using Carpet Cleaners for Car Detailing, by Lauren Zweibel, Daimer Industries 18 Selling to Women, by Morgan Booz, Accuwash 22 Soap Is Not an Opera: How to Buy Cleaning Chemicals (Part 1), by Rick Meehan, Marko Janitorial Supplies, www.MarkoInc.com 26 Everyone’s Talking About Pinterest, by Chris Dessi, Silverback Social
Cover Photo
Courtesy of Ronmie Gilliam, Precision Power Wash, Utica, IN
eClean Magazine is published monthly Publisher: Paul Horsley, paul@ecleanmag.com Editor: Allison Hester, allison@ecleanmag.com Sales: Maurice Clark, maurice@ecleanmag.com eClean Magazine
eClean Magazine Box 262, 16 Midlake Blvd S.E. Calgary, Alberta Canada T2X2X7 www.eCleanMag.com
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Washing Large Fleets by Larry Kotke, Technical Sales Director for Diedrich Technologies, www.DiedrichTechnologies.com by John Allison, Envirospec, www.Envirospec.com
L
Photo courtesy of Kemp Normand All Pro Powerwashing, allpropowerwashing.com
arge fleet owners generally want their entire fleet washed inexpensively and on time. This means you must approach the large fleet differently than you would a single owner/ operator. Large fleet owners usually won’t pay what it costs for you to detail the trucks, and besides, it would take you far too long to provide that level of service anyway. Your goal is to make the trucks shine so that the company president can look out the window at his fleet on Monday morning and have the sun reflect off the truck into his eyes, at which point he says, “man, those trucks are clean!” Most pressure wash operators struggle to find the correct level of clean. Either they do a lousy job that the boss can see from his office window that the trucks look bad, or they hand scrub every inch of every truck and can’t make a living. A middle ground must be found to succeed, and usually is found by either working with the proper pressure, temperature, and chemical, or by throwing manpower (brushers) at the fleet. Chemicals The first step in washing large fleets is finding the right chemical products for your situation. There are several different truck washing chemical eClean Magazine
products available. For example, at EnviroSpec we offer an array of products with different goals in mind. Some target certain vehicle types, some work better with cold water, some work better in hot conditions, etc. ‘You should try several and then establish which product is best for you, the fleets you wash, the conditions you wash in, and your washing style. Don’t scrimp on chemical. Even if you blow through a 55-gallon drum of detergent in one day, you would be looking at a profit ratio of at least 10 times your chemical cost. (This is the worst possible scenario.) The chemical you use will provide that shine you want the customer to see without the brushing that eventually will wear you out. Cleaning Methods The first type of cleaning method is the manpower method, which uses minimal chemical and requires brushing about everything, every time. Anyone that has spent a day brushing trucks knows it’s physically exhausting and slow. These companies must bring in a lot of people to clean. I know companies that go to a 70-truck fleet with six people. Three brush, two pressure wash, and one moves hoses and
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Before and after photos courtesy of Nate Farrier, Northern Lightning Wash, www.NorthernLightningWash.com
trucks around. The bright side is that they are providing employment for so many people. But when two people can wash that same fleet in less time without brushing anything, it doesn’t seem fair. Paying people is always more expensive than using adequate chemical, unless you’re buying chemical in the wrong place and paying way too much. A better option is pressure washing.However, don’t scrimp on equipment. Most agree that fleet washing is best performed within a pressure range of 2100 to 2700 psi, but you have to have the flow to back that pressure up. Work with a minimum of five gallons per minute. More is much better, but is limited by water supply. If you use more water than you can pick up, you lose any gains while you wait for the water supply to catch up. Water flow puts the punch in the pressure and provides rapid rinsing ability. For scheduled fleet washing, the ability to rinse the chemical off vehicles is what makes you fast or slow. Use heat wisely. The weather determines the proper water temperature to use when washing. Chemical works best when it’s warm. On a hot day, the vehicle surface is hot enough and you should run cold. • Below 60 degrees, start using heat. • Between 40 and 60 degrees, use a water temperature between 110 and 130 degrees. • Below 40 degrees, increase the water temperature up to 150 degrees. Never go over 150 degrees unless you’re forced to by extremely cold temperatures. In other words, if the chemical has frozen hard to the surface, turn the heat up to melt it off. With that one exception, keep in mind that 150 degrees 6
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should be the top end for the water temperature. Higher temperatures begin to deteriorate the chemical performance. Try to control your working conditions by starting early – or late – in the day. Except in winter, the trick is to try to avoid working during the hottest, sunniest time of the day. (The best washing conditions are actually in the rain.) Hot and sunny weather limits you to smaller sections of the truck, which slows you down. It is also physically harder to work in the heat of the day. If you’re lucky enough to have fleets with lighted yards, consider night washing. Be flexible in order to get the best result with the least amount of difficulty. Also, the time period between services makes a huge difference in the difficulty of washing vehicles. The longer a truck is run prior to wash service, the more dirt and bugs it accumulates. Additionally, an electro-magnetic bond is created when the vehicle is driven through the air, making it difficult to remove certain pollutants called “road film.” So the more often a vehicle can be washed, the easier it becomes to wash it. An easy wash job can be done quickly and inexpensively. When you price a fleet, assume the job is going to be much harder if the customer only wants it washed monthly rather than weekly. Giving the customer a range of prices may work well. For example, weekly service would be $10 per unit, bi-weekly would be $15 per unit, and monthly would be $25 per unit. An important note: many customers will opt for the weekly price then suddenly decide their trucks still look good and don’t need washing the following week. Tell them committing to weekly service is supposed to keep the trucks looking good and if you can’t
August 2012
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wash, their next bill will reflect higher rates. ‘Twin-Chem/Two-Step’ Cleaning Twin Chem, or two-step cleaning is an effective method for cleaning almost every type of surface, and should be considered if you want a better result with less brushing. It not only restores and maintains aluminum, but it gets the yellow shadow off trailers that have been running through a lot of winter weather conditions. The basic theory behind twin chem cleaning is: • Acids and alkalis are not compatible. • When the two come in contact with each other, an adverse chemical reaction will occur. However, when applied in a proper Twin Chem environment, this adverse reaction results in a unique cleaning process whereby the reaction of the two products will actually lift and emulsify the pollutant and reduce the positive surface charge. The results are astounding. Pollutants immediately release themselves from the surface, providing for a fast-free rinse cycle. • The key to the perfect Twin Chem Cleaning environment is having a proper pH balance between the acid and alkali. Not enough or too much can void the process and slow the operator down to the point that it may be just as fast to brush the surface using detergent. • Generally, it takes twice as much detergent as acid to generate an effective twin process. Twin Chem involves using two acid products for the vehicle – hydrofluoric & phosphoric. Hydrofluoric is the most aggressive of the two and is generally used intermittently with phosphoric when cleaning commercial vehicles. So with a scheduled service, you would use hydrofluoric one week, then phosphoric for the next two or three scheduled services, depending on how dirty the vehicles get. You decide when you need the extra power and when you don’t. Phosphoric acid will not harm glass or painted surfaces. It will keep the rails cleaned and provide an excellent acid/alkali surface contact reaction. Glass, on the other hand, does require special attention and can be damaged if certain acids are not applied and rinsed properly. CAUTION: Allowing hydrofluoric acid to dry on the glass will result in damage. Allowing soap to dry on glass will result in as alkali haze. Guidelines for working with your acids include: • Buy acid locally. Buying acid on line isn’t eClean Magazine
practical because of the additional transportation expense. If you can’t find a local supplier, contact a few large national chemical manufacturers and ask for a local outlet. Try Univar at www. univarusa.com or try Brenntag at www.brenntag. com. When you purchase these acids, they need to have a surfactant additive added to them – such as Envirospec’s Laurex Lo – to make them work properly when washing vehicles. • Prepare the acid for washing. Both acid products are sold in different strengths: 9, 12 or18 percent. Pre-dilute it so when it’s fed through your injector the strength of the product reaching the surface is about .05 (one-half of one) percent. It’s never going to be exact. Downstream injectors have draws that vary a lot. To start off, assume a draw rate of one part acid to 15 parts water. This is diluting the acid 15 to one. So if the acid was15 percent strength, after injection it would reach the surface at about one percent. Do the math for the strength you buy and then adjust up or down depending on the performance. • Apply chemical through a downstream injector onto the surface. Never apply beyond the amount of surface that can be washed and rinsed prior to the chemical drying. Wash the chemical from the surface. Watch to see how close your nozzle needs to be to the surface. On dirtier trucks, wash fairly close in and pattern clean so you don’t miss any of the surfaces. On cleaner vehicles, work farther away from the surface. Work from the top to bottom for quickest rinsing. • Work with the wind. Hold the lance pointed upward and pull the trigger so you will be able to see which way the wind is blowing. For instance, if the wind is blowing left to right, work left to right. • Clean no more than half of the entire unit at one time. For instance, when washing a trailer, do not apply product to more than one side and either the back or the front. When washing a tractor, clean one side, the back and the frame on one pass. Clean the other side, roof, hood and front on your last pass. In some situations, especially when the ambient temperature is above 90 degrees, you may have to clean a smaller area in order to keep the product from drying. In a wet environment, like
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washing in the rain, you can work larger areas. • Apply the acid from bottom to top. Applying the acid to the aluminum rails prior to misting the entire surface will result in aluminum oxide locking itself onto the painted surface. The result will be “streaking” and heavy brushing may be required. • Wet all painted surfaces down with acid first, then concentrate on the exposed, unpainted aluminum trim. Hold the low pressure chemical nozzle close to the top rail and quickly “walk the rail” until you reach the end. Move the nozzle to the lower rail and repeat. When you reach the end of the lower rail, repeat the process. Once the acid has been applied, you are ready to apply the detergent. • Move your chemical line from the acid container to the detergent container. Be careful of cross contamination of products, which will result in product neutralization. This is why the Allison Injector is equipped with our threeway ball valve, which allows you to simply turn the knob from acid to detergent. • Repeat the steps utilized with the acid application with one exception: make one additional pass with detergent. Generally speaking, it will take twice as much detergent as acid for an effective twin chem process. • Watch the dramatic surface activity whereby the pollutant will totally emulsify and “roll off” the surface. The Process – Rinsing Trailers Rinsing is one of the most important steps in
Coming in August
Graffiti Removal
8
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any cleaning process. Remember, upon switching your gun from “low pressure chemical” to “high pressure rinse,” you still have detergent in the line, which will be discharged under high pressure. Discharge this pressurized detergent in the wheel or on the frame. This accomplishes two things: • Helps clean the hardest-to-clean areas, since they attract more dirt, grease and grime. • Prevents the chance of carrying the high pressure mist over to other surfaces that could be damaged if not rinsed. When rinsing the trailer, start by “walking the top rail” very slowly to ensure that all chemical product and pollutants are removed. This is by far the most important step in rinsing a trailer. Leaving a residual in the top rail will result in streaking as the rundown occurs. Once you are sure the top rail has been sufficiently rinsed, continue with the remaining area to include the wheels, tanks and frame. The Process – Rinsing Tractors Pay special attention to the roof and glass when rinsing tractors. Always rinse from the top, down. You will find it next to impossible to thoroughly rinse the roof and hood areas if you are using a “straight” lance. Make sure that the lance has a 45° bend at the nozzle. Failure to rinse the roof could result in glass damage. If you’re unsure if the roof has been rinsed thoroughly, stand on the driver or passenger side of the vehicle and look though the glass, through to the windshield and hold the lance in a position so that the rinse water will run down over the windshield. Rinse until you do not see “bubbles.” Remember to Work Smarter! The most successful companies work smarter, not harder. Washing fleets on a schedule can be very profitable. Many laugh at the low prices charged to wash large fleets, and of course there has to be a bottom line limit to pricing. But consider washing tractors all day at $8 each. Wash four per hour and you’ll starve. Wash 10 per hour, per person, and now you’re making a living. Working smart should allow you to do this. John Allison is owner of Envirospec, a wholesaler of pressure washing industry parts, supplies, equipment and cleaning chemicals. He began in the pressure washing industry almost 40 years ago by washing fleets. To learn more about
August 2012
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August 2012
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On October 22 through 24, dozens of pressure cost: $395 for members. washing contractors will gather in Orlando, 2. House Washing: Led by Dan Galvin of East Florida, to celebrate the twentieth anniversary Coast Power Washing, Inc., the house washing course is offered on Monday from 9 to noon, then of the Power Washers of North America (PWNA). repeated Tuesday from 1:30 to 4:15. The cost is Founded in 1992 by Robert Hinderliter, the $99 for the course, plus $50 for certification. PWNA began as an association in order to discuss solutions to new environmental pressures from 3. Roof Cleaning Certification: Charlie Arnold of Arnold Powerwash teaches this threethe EPA. Today, the organization has expanded its focus hour course. The price is $99 plus $50 for certification and will be offered Monday from 9 to to include a variety of power washing-related noon, then again on Tuesday from 1:30 to 4:15 certification programs, along with business p.m. and marketing topics specifically geared toward 4. Environmental Power Washing: Led by cleaning contractors. Robert and Michael Hinderliter, this course will “If you spend a few hundred dollars to take a be offered Tuesday morning from 9:15 to 12:15, class but you improve your working knowledge and costs $99 for the course plus $50 for the and your efficiency, you start earning that testing. money back immediately,” said Pete Marentay of Contractor’s Foundation, who will be teaching 5. Fleet Washing: Led by Paul Horsley of Scotts Pressure Wash (and publisher of eClean Power Washing 101 course. “Sometimes the small amount you spend can pay you back the first Magazine), this course runs from 1 to 4 p.m. on time you don’t cause damage on a job.” Monday, and costs $249 for members. During this October’s event, the PWNA will offer a variety of educational “I recently attended the 2012 Fleet Washing opportunities, including five different Certification Course with Paul Horsley in Calgary. What certification programs. (Note: while anyone a great experience! I’m leaving with key lessons, insider can attend a certification class, only tips, and true inspiration. If you’re reading this wondering PWNA members can receive certification. if you should take the course, just do it! The value I got Additionally, $99 of the convention fee out of this program is easily worth 10X the amount it cost. for members can be applied toward a 5 stars. Thanks again Paul, I’m going to implement your certification class of the member’s choice.) feedback as soon as I get back!” 1. Wood Restoration: taught by John - Ross Wilhelms of West Coast Fleet Wash Nearon of Timber Ox Products, the course will cover the following topics: nature of different wood species, economic opportunity, 6. Flat Work: This course, offered Tuesday chemicals, detergents from 9:15 a.m. to 12:15 p.m., includes the Seal ‘N and cleaners, Lock Authorized Technician training plus PWNA I know 200% more about equipment, cleaning certification in flat work. The cost is $99 plus $50 wood today than when I process, safety, pricing, walked in to the class. for certification. bidding, marketing, Additionally, there will be a kitchen exhaust - Drew Anderson, and potential add-on cleaning course (no certification) offered on Olympic Power services. Course Dates: Monday afternoon by Daryl Mirza from 1 to Wash Services Monday, 10/22 from 8 4:30, and costs $69 for members, $99 for nona.m. to 6 p.m. Course members. 10
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For those attending who Registered Vendors as of do not wish to 8-25-12 participate in the certification Hydro Tek courses, other Powerwash.com classes will Armstrong-Clark Co. Seal’N Lock System Corp. be offered. Joseph D. Walters Agency These include, among others, Timber Ox Products an advanced D.P.W. Sales & Services marketing course Knight Enterprises and two-part EDI Distributors power washing Soap Warehouse 101 class. eClean Magazine Of course, official classes are only one aspect of the educational gains attendees will receive at this year’s PWNA convention. Perhaps even more valuable are the informal networking opportunities that PWNA provides. For instance, Tuesday will offer “Snack and Chat Roundtables” at lunch, and there will be two evening cocktail receptions at the hotel. Wednesday will allow attendees to view and visit with a variety of vendors – including eClean Magazine – as the exhibit hall opens from 8:00
a.m. to 12:15 p.m., then again from 2:45 to 4:30 p.m. Wednesday afternoon will offer a vendor auction, outside demonstrations, Hydro Tek will be giving away and a HydroTek an SC Series 3500psi, 5.5gpm, skid giveaway! adjustable thermostat up to 250°. The cost (SC35006KG) skid! to attend the LIST PRICE $10,295 conference Visit www.HydroTek.us is $249 for to learn more members, $349 for non-members. Additional respresentatives from a member company are $149, and $249 for non-members. (Spouses attend free but must pay the fee for courses or lunches with costs associated.) Remember, all contractor members receive a $99 credit toward a certification of their choice. Early bird specials are $50 off each registrant if you register by August 31, 2012 and $25 off if you register by September 30. To learn more, visit the PWNA website at www.PWNA.org.
Be there to helP celeBrate the 20th aNNiversary of the orgaNizatioN
suPPort your iNdustry Since 1992 the PWNA has
visit us on
represented contractors in the Power Washing industry. We stand for all power washers: fleet washing, concrete cleaning, kitchen exhaust, wood restoration, as well as everything in between. The PWNA provides quality education and certification to power wash contractors along with conventions, networking opportunities, and a clear voice for our industry. Visit www.pwna.org for more info on becoming a member.
Join Us! Convention/Cruise: eClean Magazine
oCt 2012 - orlando Fl
Power washers of North america
ph 800-393-7962 | fx 651-213-0369 | www.pwna.org
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Marketing Your Pressure Washing Business Online by Anya Curry, Ambidextrous Services, www.UniqueAmb.com
T
he days of placing a yellow page ad and going about your business are gone. Advertising your cleaning business has gotten multifaceted, time consuming and complicated. Your website is not alone any more. Google Places, Facebook, Twitter, Google Plus, Yelp, Pinterest and Adwords are all beckoning for your attention. And that’s not to mention blogging and mobile users. When all you really want to do is go out and clean, how do you manage it all? Prioritize for YOUR Audience Just like anything else in life, you have to find out where your time is effective. Sit and think about where your customers are most likely to see you. If you are targeting commercial-only contracts, will posting pictures on Pinterest be effective? Likely not. A residentially-focused cleaning business will do well posting before and after’s on Facebook. Instead of blowing hours of time trying to do everything, focus your time on where your market is going to see you. Four Must Haves Let’s cover four items that are necessary for EVERY cleaning business: 1. Your Business Website. Presenting 12 eClean Magazine August
your business as an efficient, professional organization is important. Regardless of whether you are focusing on commercial, residential, or both, making a good first impression online can determine if a prospect takes the next step in either researching more or calling you. Your website itself has several factors to consider: • Design. A professional design can do wonders for the perception of your company. Many feel this is one area where they can cut corners. But perception can be everything, especially when you are hired to work on someone’s largest investment. Do you care about how your truck and rig look? Do you wear clean, non-bleach-eaten shirts with logos? Why do you do these things? Because the impression you leave with the customer counts. Your website can see more action than you do in any given month, so you should put your best foot forward. It can mean more phone calls, more work, more money. • Calls-to-Action. One of the biggest problems I see on a regular basis is websites with little or no “calls to action.” A call to action is a “Call Today! XXX-XXXX” or “Click 2012 www.eCleanMag.com
Here for a Free Estimate!” Something that tells the user what to do and where to do it. While it may seem silly to have to tell a prospect what to do, the statistics show differently. People are lazy. Just like most people don’t go past page number two on Google, they won’t want to surf around your website to find a phone number or contact form. Put it front and center, bold, italicized. • SEO. Easily the most misunderstood, misused, and abused term on the Internet, search engine optimization (SEO) should really be called “customer optimization.” Instead of trying to optimize for robots, optimize for your customers. There are some basics out there that you might need help with (meta tags, inter-linking, heading tags), but the real glory goes to your content. What do your customers want to see and read about? If you offer no-pressure roof cleaning, tell them why that’s the best method to use. Brag about your methods and techniques, not about you and your company. Give them real facts and statistics, how-to articles, etc. By writing your content for your market, you always stand to do well. Search engines are getting increasingly complicated. They are looking into statistics, such as how long people stay on your site, how many people “bounce” out (click the back button immediately), how many pages they look at on your site, how many people link to your site, and more. It has become more about how valuable your content is, not how often you can squeeze the words “pressure washing” into a pressure washing sentence about pressure washing. :) • Ease of Use. Make your site clear and easy to use. Use drop-down menus to organize your navigation; keep it uncluttered. Your pages should be easy to read, not loaded with long boring paragraphs that no one is going to read. Break it up. Use bullet point lists, buttons with calls-to-action, pictures and other fun things for people to look at. One more thing: Don’t bloat it with junk that doesn’t belong (no one cares about your Aunt Suzie’s bake sale). • Analytics. Don’t operate blind. Track your results. Google’s analytics are free and will provide you with more data than you can eClean Magazine
digest. Look at your traffic. Where is it coming from? What keywords are people using to find you? What are your most popular pages? What are your least popular pages? Where is traffic originating from? Compare peaks and lows with your actual profits. The actual statistics may surprise you. Use this information to adjust your content and tactics. 2. Google Places/Google Plus. Your local
listing on Google will most likely bring you the majority of online traffic. Making sure this listing is optimized will go a long way. Fill out each portion of this listing completely. Add a description using keywords. If a category that you feel is important doesn’t exist, create one! Google only requires that you use at least one of their predetermined categories. Use all five! Another tip is to check that little box that says “Do not show my business address on my maps listing.” This will prevent Google from sending people to an address where you are not likely to be waiting for them. Also, use the “additional details” section to add special services/products you offer. For example, you can add “low pressure washing” or “no pressure roof cleaning” in this area for optimization. 3. Facebook Business Page. Whether or not you like it, your customers ARE on Facebook. There are 955 MILLION active monthly users on Facebook. Presenting yourself as a professional company is just as important here as any other medium. • Interacting on Facebook. Residential customers love to interact with beforeand-after photos. This interaction (liking, commenting or sharing a photo you post) will spread to their friends via their news feed. This is a powerful branding tool. Commercially focused cleaning businesses can present a powerful image by posting pictures of on-site work. Many times your commercial customers have a Facebook page of their own, which you
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can tag in those photos. • Offers/Promotions. You can also run “offers” on Facebook, which also have the same interaction/branding effect. Set terms, expiration dates, etc. • Contests. Contests are a great way to interact with fans on Facebook. I wouldn’t recommend doing this until you have built a decent following. Tip: Don’t make the contest/ prize about “cleaning services.” Make it about something they are interested in. Ask them to post their funniest pet photo, best summer photo, silliest kid picture, etc. Make the prize something fun as well: movie tickets, gift card, or partner with a local business for a prize. Partnering will extend your reach for a contest, as they will likely promote your business with their fan base as well. 4. Blog. I know what you’re going to say: “I’m a pressure washer, not a blogger!” While that IS true, you do have a wealth of knowledge in your head. Why do you use low pressure? What’s wrong with buying bleach from WalMart? Why shouldn’t you pressure wash a shingled roof? What’s the benefit of keeping your commercial sidewalks cleaned? These are questions you think are silly, but most homeowners know nothing about. Tell them. The second argument I get about blogging is this: “Why should I give away my secrets?” I hate to be the one to break it to you, but they’re not secrets. When you post an article online (hopefully on your website), you help the do-it-yourselfer. That guy is going to power wash his house with his $200 power washer he bought from Home Depot anyway. Why not give him a useful tip? When he gets himself into trouble (and he will, we all know it), he’s going to have to call someone. By providing him that useful tip, you’ve branded yourself with him as someone trustworthy. Someone who helped him without asking for anything back. That goes a long way. And the content doesn’t hurt your SEO either! Internet Reviews The Internet has transformed once notso-bold people into insane, raging, badmouthed maniacs. With that being said, you ARE going to have a negative review online somewhere. Everyone does. What matters is how you respond. Don’t make a sour face. Make lemonade. Here is real example: 14
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“Horrible service. Do not use. They destroyed our yard, hammered our plants with the power washer and left the yard a mess. Completely careless and unprofessional.” That’s a lost cause, right? Wrong. Do you respond? Do you ignore it? Here’s what NOT to do: DO NOT ignore the review. This will create the assumption that you don’t care. DO NOT post a rebuttal/explanation/ excuse. No matter what you say in that scenario, it will turn into a he said,/she said, finger-pointing contest and you will look like a terrible business owner. Here’s how to change the public’s perspective. Respond publicly as the owner with apologies (yes, even if you’re not wrong!), assurances, and promises to make it right. Here’s an example response: “We apologize greatly for the service and inconvenience we have caused. I assure you that we care about each and every one of our customers. The owner will be contacting you within the next 24 hours to discuss ways to make this right for you. If by chance we miss you, please contact us immediately at xxxxxx-xxxx. Again, we sincerely apologize for the problems we have caused.” The response above sets the tone for the prospect that is scrolling through your reviews, deciding whether or not you’re the one to call. A bad review can turn their nose up, but a response like the one above tells them that you care when things go wrong (and they will!). Your company doesn’t ignore the problem. You man up and make it right. Lemonade. Everything Else The Internet can be a black hole, sucking your time and resources away while your business suffers. However, it can also be the lifeblood of your business, feeding new leads and reaching repeat customers. Use common sense to tell the difference. Track your results, analyze profits, make adjustments. The Internet is constantly evolving. You should be too. Anya Curry is the owner of Ambidextrous Services, which specializes in designing websites for the power washing industry. She is the wife of Alex Curry, a second generation power washer and owner of ARC owerwashing of Raleigh, NC. Visit www.UniqueAmb.com to learn more.
August 2012
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A Guide to Using Carpet Cleaners for Car Detailing by Lauren Zwiebel, Daimer Industries, www.Daimer.com
Carpet cleaners are used in car detailing that includes cleaning carpets, mats, and fabric seat upholstery. Carpet cleaning machines work by ejecting a mixture of water and a cleaning agent into mats and carpets. Typically, a chemical is presprayed onto the surface and then allowed to dwell on the surface for a short time. This method is better than mixing the chemical with the water in the water chamber. The next stage involves along the surface an upholstery wand attached to the machine. Vigorous agitation is unnecessary since the flow, pressure, and chemical all aid in cleaning while the extractor removes the debris and moisture at the same time. There is not much difference between normal carpet cleaning and car detailing. Still, in some aspects, car detailing differs from carpet cleaning. Read the below-mentioned aspects and tips that can make the job easier. Conventional carpet cleaning systems do not have any heating element. However, modern systems have heating elements and can provide a heated output. Some of the sophisticated machines can offer an output temperature of up to 210 degrees Fahrenheit. Heated output can speed up the cleaning process and make the cleaning more efficient. Time is an important factor for the success of any car detailing business. The job has to be completed as quickly as possible. A car detailing product takes some time to heat the output. Machines with multiple heating elements can reach the maximum output temperature in much less time. Such machines are best suited for car detailing.
a house or business, but a smaller wand, typically 4 inches in the head width, is used for the car or automotive fabric upholstery and carpeting. However, seat upholstery can be hard and not of the fabric variety. Vinyl and leather are commonly used as alternatives to fabric. In these cases, a vapor machine would work best, since the surfaces require the use of flow containing very little moisture, such as the roughly five percent emitted by vapor systems. Some of the latest car wash equipment offers an optional upholstery wand. It is always better to use the small wand for cleaning carpets and fabric seat upholstery. The job can only be accomplished if the mobile carwash equipment includes the upholstery tool. Drying time Drying time is a prime factor for the success of a car detailing business. Both the business and vehicle owners want to get their vehicles as quickly as possible. Generally, the vehicles are not delivered on time, due to the long drying time. If the drying time can be shortened, it would be beneficial for both business owners and customers. Steam car detailing equipment with low moisture technology helps a great deal in shortening the drying time. This technology reduces the quantity of water transferred to the surface without affecting the efficiency of the mobile car wash equipment. Use green chemicals There are two kinds of cleaning agents usually used with a steam car wash machine, synthetic detergents and green chemicals. Synthetic detergents leave certain residues on the surface, whereas green chemicals do not cause any such problems. This quality makes them an important car detailing product along with auto carpet cleaning machines. This is the reason why professional cleaning workers recommend green chemicals for use along with a steam car wash machine. Daimer Industries is a leading supplier of car detailing machines to start a car wash business. Daimer provides a complete range of steam car cleaning machines including portable car wash equipment and many more.
Use different wands The quality of the wands attached with the machine plays an important role in the overall efficiency of cleaning. Normally, carpet cleaning machines use a long wand to clean floor carpets in eClean Magazine August Magazine August2012 2012
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What is the best soap and method for fleet washing? By Linda Chambers, Brand & Sales Manager, Soap Warehouse, www.SoapWarehouse.biz
This is a topic that has been hotly debated in chat rooms, on forum boards and at round table discussions for years. And the fact is there is no single best truck wash soap or method. The best soap is the product that gives you the best results for the job and regulatory situations your business has to deal with. This may change from quite often to hardly ever. Here are five things you have to consider to determine for yourself which soap is the best fleet wash for each job:
Let us put our expert knowledge of legendary Landa equipment to work for your cleaning needs. Specializing in Power washing equipment sales, service and custom manufacturing
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Photo courtesy of Paul Kassander, www.MobiClean.com & www.PowerWashStore.com
1. Do I have wastewater issues to consider that cannot be easily fixed with just reclamation or containment and filtration? If so, you may first want to see if the job can be done effectively with a “green,” nearpH-neutral product or by using a two-step, wastewater-neutral process. Remember, though, that even when using a 100 percent “green” product, the materials that are being washed off the vehicles WILL NOT be “green.” You may still need to deal with filtration or other issues. More on two-stepping later. 2. Is the soap going to require that the washing process take too long or take too many steps to complete to be cost effective? • For instance, is the soap a one step that requires no brush and that can be sprayed on and rinsed off? • Could the soap itself cause an additional step – like having to use an aluminum brightener – for polished surface areas dulled by the use of the wash soap? • Is a two-step method the best option from the start? • Should the soap be a safe finish product that won’t harm poly coats, glass, chrome or aluminum? 3. Is the soap easy and safe to use for equipment and operator? You need to find the right balance for you and the job you are doing. • Can the product run though the pump or must it be downstreamed? • Will you need to take extra safety measures – i.e., goggles, wet suit, waterproof shoes, etc.
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– to use a chemical strong enough for really tough work? Other times the best cleaner can be as safe as plain water. 4. What will the final cost be to use the soap you choose? A product’s cost should not be the biggest factor in what you choose. You can buy an expensive product and end up using only a few ounces, spending less than a dollar a gallon, compared to another inexpensive product that must be used at full strength and ends up costing you dollars per gallon. 5. How good will the vehicle look once washed? How long will it last? • Should the soap or the rinse include a wax for improved results? Because, face it, if soap does only a fair job of cleaning and does not get you the lasting results the customer wants, they will find someone else to do the work. What about two stepping? When fleet washing first started, the main method that was used was two stepping. Over the years it lost favor to one-step products due to perceived cost, labor and time considerations. But with more and more wastewater BMP issues, two-step washing is on the rise again. Two-step cleaning has been called the most cost-effective method more than any other fleet wash method for these reasons: • It requires less physical action from either labor or equipment, saving labor and equipment costs, maintenance and repair of equipment, and time. • It is more environmentally friendly since wastewater becomes nearly neutral as high pH and low pH balance each other out, thus saving on some of the costs when reclaiming. • It has more predicable results in multiple weather conditions, allowing two-step cleaning to be used in more locations nationally for most of the year, thus allowing effective scheduling and ability to meet contract time lines. Because the pH reaction is not changed much with temperature changes. • It cleans irregular vehicle surfaces as with curved tankers, slotted livestock haulers, garbage trucks with intricate mechanisms, wheel hubs and frames, again saving on labor and time. Detail brushing and cleaning are not needed. How two-step washing works. eClean Magazine
First a positively charged (low pH acid) detergent is applied to saturate the debris on the vehicle surface and is allowed a short dwell time. Second, a negatively charged (high pH alkaline) detergent is quickly applied to re-wet and saturate the positively charged surface debris. After a short dwell time, allowing the molecules to become neutral, the surface is rinsed free of the debris or “road film.” High pressure is not needed, just good flow volume, to completely remove the two detergents and debris. There is a varied, time saving form of two stepping, which can be used when a onestep high alkaline wash product will be used that might white out or streak high polished aluminum areas, like fuel tanks, trim or steps. These areas can be pump sprayed with an acid cleaner just on those areas instead of the entire vehicle just prior to the regular wash. This will allow the polished aluminum to be cleaned but not white out since the products will cancel each other out pH-wise, just like with a normal full two-step wash. For most mobile fleet washers, this last partial two-step method is becoming the method of choice. Linda Chambers is Brand & Sales Manager at Soap Warehouse. Linda enjoys writing articles for industry publications, blogs and social media.Visit the company’s website at www.SoapWarehouse.biz.
August 2012
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by Morgan Booz, Accuwash, www. www.BaltimoreRoofClean.com
Selling to Women T H E
QUICK TIPS:
Respect the buyer and the buyer’s questions.
Provide a multitude of information, like you would to an trainee.
Address all concerns and questions quickly and honestly.
Stay away from pressuring closing tactics.
B I G
P A Y O F F !
Know Your Demographic Last year, one of our customers
are increasingly making the final
Mary Lou Quinlan, author of In a recession, yourher key outrage brainer, but advertisers are notocalled me toknowing express purchasing decision of varying “Just Ask a Woman: Cracking the rious for defining what consumdemographic is essential topower every washing about how another industries. Code of What Women Want successful business. Women are ers want instead of the other company behaved. She wanted to According to a 2009 buying and How They Buy,” formed a increasingly making the final purway around. share with me her disbelief and habits poll by NBC, women make consulting firm for high profile chasing decision of varying induswhat exactly is different about frustration that in 2011, more thanSo85% of the household tries. According to a 2009 buying a company selling to women as opposed to still maintained antiquated selling purchasing decisions. The potential habits poll by NBC, women make men? Different priorities— practices. At ofthe contact, a payoff here is huge. Understanding more than 85% the first household Women want to fully understand purchasingintroduction decisions. The potenscripted was read that how women buy will make your the product/service more than tial payoff huge— She was asked broke all here theisrules. bottom line bigger! men. Not only that, but they understanding how women buy expect information to be if her husband was available to talk “Women arethis not only buying in will make your bottom line bigoffered up freely. to the company instead of her (and the typical categories like groceries, ger! she was the one who contacted the home andIt family items,” saystheSusan is important to understand "Women are not only buying in Women Research almost reasoning behind women buying company). Then, it was requested Malfa, senior vice president of sales the typical categories like grocerevery purchase before buyhabits to effectively market and that the husband be there when a for Bravo, Oxygen and Women@ ies, home and family items," says ing. sell your service. In the end, this representative to estimate NBCU, “but they are also shopping Susan Malfa, senior arrived vice president is all about the bottom line and theof project. If that wasn’t enough, for traditionally male and big-ticket sales for Bravo, Oxygen and the bottom line is “Know your they addressed"but her by Last geared towards items such as financial products Women@NBCU, they areMrs.advertising Demographic!” women specific marketing. She also shopping for traditionally Name without any knowledge if and flat-screen TV’s.” knew that it isn’t marketing ‘to’ male and big-ticket items as she was married orsuch preferred to Mary Lou Quinlan, author of women anymore, but ‘with’ financial products and flat-screen be addressed as a Mrs. When they Ask a Woman: Cracking the women. It may seem a “Just no TV's."
lost the job to us, they mailed Code of What Women Want and How her a letter letting her know how They Buy,” formed a consulting firm incompetent she was for not hiring for high profile advertising geared their company. towards women-specific marketing. When I heard this story, I was She knew that it isn’t marketing completely amazed how blind to women anymore, but with company is not tryingbrainer, to precious, It may theDo:other company was to howEveryone’s time iswomen. seem a no hide anything. Additionally, so don’t waste a women’s 1. Provide atheir lot of information ineffectual methods achieved but advertisers are notorious for it will give her the right time with platitudes and -Women wantbusiness: to know the goal of the to make defining what consumers want tools to compare pricing. A insubstantial sentences. more about what they are money. They completely failedSaying, to “I don’t know, instead other waylikely around. woman is more to but I of the buying than most men. This www.thepwna.org realize that this customer waswill going So what exactly istodifferent come back a higher costabout find out.” will aid the means providing much more to spend a lot of time detailing her selling to women as opposed to service if they feel they sale much more than a fib. technical and education know more about what the horrible experience to everyone she detailed estimates— men? Different priorities. 3. Provide information without being service met. Don’t let this be you! Women want toentails. fully understand A clear and concise estimate asked. will show a womanthe yourproduct/service more than men. In aBerecession, knowing your 2. honest and upfront— key demographic is essential to Not only that, but they expect this every successful business. Women information to be offered up freely.
The To Do List
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The “To-Do” List Do: 1. Provide a lot of information. Women want to know more about what they are buying than most men. This means providing much more technical and educational information without being asked. 2. Be honest and upfront. Everyone’s time is precious, so don’t waste a woman’s time with platitudes and insubstantial sentences. Saying, “I don’t know, but I will find out” will aid the sale much more than a fib. 3. Provide detailed estimates. A clear and concise estimate will show a woman your company is not trying to hide anything. Additionally, it will give her the right tools to compare pricing. A woman is more likely to come back to a higher cost service if they feel they know more about what the service entails. 4. Address her concerns immediately. Just as you value your customers, women value being taken seriously. By answering her questions and concerns quickly and professionally, she knows your company has her best interests in mind. 5. Ask for questions. This gives her a
moment to think about anything she may want to ask and gives you a moment to assess her understanding. 6. Make yourself available. Provide her with your contact information readily and remind her that she can always contact you with any questions or concerns. 7. Make eye contact. This goes a long way to developing trust. Women need to know the service they are buying will fulfill their needs. 8. Create an atmosphere of assistance. Women are more likely to buy from a company that can assist them in other relevant areas. For example: a power washing company may have a referral list of roofers or painters available. By sharing your knowledge about your field of expertise, you will create a relationship with your customer that will last longer than the initial sale. Women talk more to each other about, well, everything than men. This is a wonderful thing, because women are much more likely to refer your company to a friend than men.
Social Marketing
Women practically invented social marketing. Who better to share what they experienced than a happy customer? Women talk over almost all decisions with one or more other people before making a decision. This process helps them to address all angles of the issue and to gain feedback. They feel more comfortable hiring a company that a friend, colleague or family member recommends than a company they found online. That means asking for recommendations on Facebook, Twitter and other social media sites. After this, a woman searches for the ideal company and will keep learning about the process, industry and companies as she goes along, asking questions and doing research. After a service is purchased and completed, she feels it is necessary to share her experiences with the same people that helped her along the way. Again, social media sites are the easiest outlet for the information. A happy and satisfied customer can be your biggest advocate online. Make sure to ask for her reviews and input—you won’t be sorry! eClean Magazine
August 2012
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The “To-Don’t” List Don’t: 1. Interrupt or cut off. Women like to be heard, just like everyone else. The easiest thing to do when you know the answer is to cut into the conversation with the answer. Bad move. Be patient! 2. Bulldoze. Sales gets a bad rap because of bulldozing. The idea here is to not push on a potential customer until they run away. A woman contacted your company because she wants a service/product, you don’t have to forcibly make her decide. That technique is more likely to lose her business. 3. Ignore woman and address man. In addressing a couple, it is essential to evenly distribute your attention between both parties. Make sure to ask a woman if she has any questions, even if she wasn’t the initial contact. 4. Use endearments. Even if ‘hon,’ ‘dear,’ ‘sweetie’ and other endearments are part of your culture, doesn’t mean all your customers fit into that mold. It can be seen as over familiar and derogatory to use such words instead of the actual name. 5. Be physically dominant. A strong handshake is one thing, but an over powerful handshake will feel like you are forcing a
woman into a decision she is not ready to make. Invite her outside to look at the property instead of asking to come inside. Let a woman take the lead in her domain. 6. Ask stereotypical gender questions. Unless a woman brings up her husband or children, don’t bring them up in conversation. Not all women are married or have children. It is very rude to assume every woman you meet fits into the same gender role. Finding something in common with your customers is a great way to build a relationship, but be careful. 7. Be too familiar. As with endearments, stay away from physical contact and any topics too personal. Stay as professional as possible. This can be done without appearing like a robot. Just be polite and informative. 8. Make excuses. Everyone by Allison Edito makes mistakes. Own upHester, to yours. Minimally apologize, but take responsibility and provide a solution to the problem. Remember, the customer came to you for information and a service, not to be disrespected and belittled. Don’t be an oily salesman!
A recent survey conducted by Cerebellas LLC focused on home improvement retailers, but the results of the study provide some compelling observations for any service provider. The top three findings were: Women are most loyal to businesses that have products and services relevant to their needs, good customer service and good value. Poor customer service was cited by 77 percent of the women in the study as the chief contributor to an unsatisfying experience. Nearly 97 percent reported that a single person capable of answering all their questions was one of the most important services a business could provide. “Deficiencies in a sales staff’s product (and service) knowledge are tremendously frustrating to women shoppers,” says Beth Zimmerman, principal of Cerebellas, a strategy and marketing solutions company based in Long Beach, N.Y. That’s why hiring and training the right talent should be a top priority for all service providers; to do anything less it to risk alienating your customers. 20 eClean Magazine August 2012
Morgan Booz is the owner/operator of AccuWash, a Marylandbased exterior cleaning company that specializes in roof washing. To learn more, visit her website at www.BaltimoreRoofClean. com.
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Overcoming the Challenges of Fleet Washing by Paul Horsley, Publisher of eClean Magazine
truck flow and delivery. Environmental concerns. If done improperly, pressure washing trucks has a negative impact on the environment. Chemical agents and soaps used during fleet washing can drain into nearby sewers and contaminate local water sources. Moreover, grease, oil, heavy metals and other byproducts also drain off. Finally, haphazard pressure washing can also waste a lot of water and damage nearby foliage. Benefits of Professional Power Washing Expertise. While fleet washing can be difficult, experienced professional washers have it down to an art form. This includes knowing which tools are best for the job and which methods are most efficient given the situation and degree of dirt and grime. Cost savings. For just one truck, it’s not hard to find a cheap truck washing service or do-ityourself station, but when washing an entire fleet, you can really save by going with a professional power washing company. Rather than pay inhouse expenses or per truck fees at a generic truck washing service, use a provider that specializes in fleet pressure washing and offers fleet discounts. Earth friendly. In order to avoid damage to the environment (and possible fines), go with a professional power washing company that practices green cleaning techniques. Among other things, this means they use biodegradable cleaning solutions and proper wastewater collection and disposal. Avoid companies that advertise super-low cleaning costs – this is almost a sure sign they use bottomshelf, non-biodegradable cleaning products. Quick and mobile. One main benefit you get by going with a professional power washing company is speed and mobility. Service professionals can wash a fleet of trucks faster and more efficiently than most in-house employees. Within the trucking industry, timeliness is a huge concern, as companies must maximize shipment efficiency and meet scheduled arrival times. Time spent off the road for fleet cleaning is time lost on the road. It’s important to maximize your fleet washing routine so it can be as quick and efficient as possible. August 2012 www.eCleanMag.com 21
Washing a fleet of trucks can be difficult, expensive and time consuming. But fleet washing is necessary for all businesses that rely on trucks to Courtesy of Ronmie Gilliam, keep sales going. Precision Power Wash, Utica, IN Nevertheless, fleet washing can be extra challenging when dealing with multiple or large fleets. Fleet washing can also damage the local environment if the right products and processes are not used. To fully address your fleet washing needs, you need to analyze how your company handles washing trucks and make sure it’s as efficient and economical as possible. For starters, let’s look at the unique challenges of fleet washing, as well as the reasons to consider leaving the job to a professional power washing company. Challenges of Fleet Pressure Washing Difficulty. Washing a truck and trailer, let alone an entire fleet, is a difficult task. A thorough job requires getting into every nook and cranny and washing the dirtier areas where needed. But this is harder than it sounds. A fleet washing specialist needs to be in good shape. To clean more than a few trucks in a timely manner, you generally need two to three helping hands. Expense. Handling pressure washing for trucks in-house, rather than using a professional power washing company, can be expensive. You have to factor in employee costs, cleaning costs, tool maintenance and the water bill. Employee injury can also be a liability if cleaning materials or equipment are not handled properly. Time commitment. Washing one truck and trailer can take anywhere from seven to 30 minutes or more. Anything quicker is almost always just a minimal wash and rinse – in other words, a rush job. The time needed to wash an entire fleet can add up quickly, and ultimately it can slow down overall eClean Magazine
SOAP IS NOT AN OPERA: How to Buy Cleaning Chemicals (Part One)
by Rick Meehan, Vice President of Marko Janitorial Supply, www.MarkoInc.com
Soaps are staple products of the cleaning industry, yet most contractors do not understand how to pick from among the myriad choices on the market. I base this comment on 30-plus years of experience in janitorial supply sales and service. Lack of knowledge makes contractors susceptible to ridiculous advertising too. Genies, captains, ditsy housewives and talking bubbles play heavily in this arena. There’s a lot of hype and voodoo surrounding the soap industry, which needs to be dispelled. This is especially true when it comes to “green” products. Like a soap opera – with constant turmoil as the rule of the plot – regulatory agencies, the Green Movement, and major manufacturers keep the show riveting. To save money and get the job done, cleaning contractors must become savvy buyers; otherwise, precious dollars will be flushed down the toilet. With this in mind, let’s begin to dispel the misconceptions. SOAP MAKING First, it is important to know a teeny bit of chemistry. Soap is nothing more than a basic reaction between animal fat or vegetable oil and caustic soda, commonly called lye. Mix the two components together and poof, you’ve made soap. Your great-great-grandmother used to do it at home with lye water made from fireplace ashes and leftover grease from cooking. Soap itself is nothing more than a salt, the result of combining acidic fats or oils with alkalis like caustic. There are many types of salts, table salt being the most familiar; however, we are concerned with salt of a fatty acid – soap. Creating soap is known as saponification, from the Latin word sapo, meaning soap. Modern day soaps are a bit more complex to make; however, the chemical reaction is 22 eClean Magazine August
basically the same. We call them detergents these days, but they perform the same basic task as great-great-granny’s lye soap – lowering the surface tension of water (more on this later). Detergents have many uses, from synthetic lubricants to disinfectants. We will only concern ourselves with those used in the cleaning industry. pH SCALE Now for a bit more chemistry: the pH Scale. This scale measures the strength of an acid (like vinegar or battery acid) and a base (like caustic, an alkali). Here is a simplified version of the scale:
What is most important to understand here is that acids and alkalis are not the same. They are opposites, and opposites attract and very possibly react. Many problems arise from not grasping this concept. For instance, a marble floor must never be cleaned with acid (i.e., vinegar) because acids react with the limestone in the marble to permanently damage the stone. An acrylic waxed floor must never be cleaned with a base (i.e., household ammonia) because it will strip the acrylic. Taking time to thoroughly comprehend the pH scale is imperative when it comes to purchasing the right detergent for the task (See Page 25). Both the composition of the surface to be cleaned and the type of cleaning chemical to use must be taken into account to avoid damaging reactions. (When in doubt, a good janitorial supply house should be able to offer assistance. Build a relationship with one you trust.) Without having to test every cleaning 2012 www.eCleanMag.com
chemical with litmus paper or a meter to determine the pH, there are easier ways to get this information: the Material Safety Data Sheet (MSDS) on all chemicals as required by Occupational Health and Safety Administration (OSHA), the manufacturer’s Product Technical Bulletin (tech sheet), the seller of the product, and the Internet. Most manufacturers provide both MSDSs and Tech Sheets via their websites. Yet another way to determine the compatibility of a detergent with a job type is to READ the product label. I can’t say this strongly enough. Labeling contains instructions for use, precautions, and warnings. As a cleaning contractor, all of these sources of product information should be used and stored as a matter of permanent record at the contractor’s place of business. SURFACE TENSION Now, let’s get back to surface tension and
how it affects your bottom line. Surface tension is the ability of a liquid to resist external force. Ever seen a paper clip floating on water. Surface tension is what keeps it afloat. The same principle makes plain water a relatively poor way to clean a surface of any type. Every surface has tiny pores and blemishes that harbor dirt and germs (see Figure below).
TIP: Avoid Using Household Bleach and Ammonia as Cleaning Detergent Replacements Bleach and ammonia have been prime chemicals used by the cleaning industry since the Industrial Revolution. They’re cheap, at least in their undiluted form. Cheap does not mean clean, however. Sure, both chemicals are stout and will clean stuff, but are they a good way to cut cleaning costs? Let’s look at some of the pros and cons:
CONS:
incompatible surfaces like waxed floors. 4. Neither is very dilutable for cleaning purposes, which means greater chemical costs. 5. There are certainly a few surfaces that respond well to bleach or ammonia, but I can’t think of any. Both chemicals put wear and tear on most types of surfaces. 6. The two products accidently mixed together will give off toxic chloramine fumes and kill you.
1. Bleach and ammonia are dangerous and hazardous. Thinking of “going green?” PROS: Forget it with these chemicals. Both are heavy 1. Bleach takes out some stains from some disinfectants used in water purification and waste surfaces, mainly fabrics. treatment facilities. They eliminate creatures from 2. Ammonia makes an okay glass cleaner if the water supply – including fish. you can stand the smell. 2. These chemicals contain no detergents, By employing Benjamin Franklin’s method so improving the wettability of the mopping of decision-making, we see that the cons solution is limited. Dirt simply falls back to the outweigh the pros. Don’t use these chemicals surface even as you mop. (See article, “Soap is to replace detergent cleaners unless you want Not an Opera” for more information.) to pay more to get less cleaning done, plus add 3. They both burn skin and damage to your liability on the job. eClean Magazine August 2012 www.eCleanMag.com 23
The surface tension of water covers over those blemishes much like a skin, which in turn traps the debris in those near-microscopic pockets. The addition of a detergent to water reduces the surface tension so that the cleaning solution will sink into the blemishes, allowing the dirt and germs to float free (see Figure below). The detergent then buoys and surrounds the dirt and germs so they can’t sink back to the surface as easily. We call this increasing the surface’s “wettability.” This is why you never clean anything with just plain water. A good quality cleaning detergent makes the job go faster – simple as that. One further way to enhance the cleaning ability of any water-based detergent or soap is to dilute them in warm water. The surface tension of warm water is less than cold water, thus the ability to get in tinier pores is improved, therefore freeing more dirt and germs. Axiom: increasing the ability to clean a surface reduces labor and chemical costs dramatically. The next consideration toward saving money on cleaners is to use commercial quality
detergents as opposed to consumer brands designed for home use. Homeowners are not generally as knowledgeable as professional cleaning contractors when it comes to using detergents; thus, household products are not normally as strong as their commercial counterparts. After all, cleaning contractors are supposed to be bonded, insured, and competent in the use of stouter commercial detergents. (Example: while a full 8-ounce cup of the name brand household pine cleaner is required in a gallon of water, many commercial equivalents can be diluted as much as an ounce per gallon.) Overuse not only increases chemical costs, but also the possibility of causing damage to both people and surfaces. While it is very important to use commercial cleaners to keep costs down, it is equally important to obtain proper training in their use. GOING GREEN Now, here comes the voodoo. Most manufacturers would like you to think that they have the finest, “greenest,” most concentrated quality cleaning chemicals on the market today. While constant research is being done to make better, “greener” detergents, that doesn’t mean there is much progress. The Green Movement, supposedly geared toward making the world more environmentally conscious, is actually driving up manufacturing costs by lobbying for more stringent rules and regulations over cleaning products and procedures. OSHA complies without hesitation because it means more fines, fees, licenses, and restrictions that fill government coffers with money. “Biodegradability” is a buzz word of the Greenies. The fact is, nearly all water-based cleaning detergents are biodegradable and always have been. When they breakdown in nature, they become mostly fertilizer (various salts, remember). Simply put, they rot. Most cleaning detergents only become hazardous once they are contaminated with dirt, grease, germs, and other more hazardous materials. For the exciting conclusion to “Soap is not an Opera,” tune in to the next issue of eClean Magazine!
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Common Cleaning Chemicals Chart provided by Marko Janitorial, www.MarkoInc.com
COMMON CLEANING CHEMICALS CHART pH 1 1
DETERGENTS Muriatic Acid Acid Brightener
SURFACE USAGE Concrete, brick, various metals. Most metals including stainless steel.
1-3 1-3 3.5-4
Tile & Grout Cleaner Acid Bowl Cleaner Hydrogen Peroxide Cleaners
4-6 6 6
Pine Oil Disinfectant Hand Dish Wash Detergent Oil Based Furniture Polish
6.5
Hand and Body Cleaner
Ceramic Tile, Porcelain, Grout. Toilet Bowls and Urinals. Acrylic floor finishes, carpets, ceramics, porcelain, grout, countertops. Any surfaces not harmed by water or liquids. All types of utensils, pots, pans, and dishes. All types of furniture, chrome, stainless steel, plastic and Formica, ceramic, tile, and vinyl. Skin Cleaning.
6.5-7
Natural Citrus Degreaser
7 7-7.5
Foaming Carpet Shampoo All Purpose “Neutral� Cleaner
7-7.5
All Purpose Disinfectant
8-8.5
Enzyme/Bacteria Cleaners, Deodorizers, Bio-odor Eliminators, Drain Openers Heavy Duty Citrus Hand Cleaners Acrylic Based Floor Finishes Pine Disinfectant Concentrate made with REAL Pine Oil Glass Cleaner Liquid with Alcohol Heavy Duty Cleaner and Degreaser Non-Acid Bowl Cleaner Concentrated Degreaser with Butyl or Petroleum Solvent Additives Liquid Ammonia
8.5-8.8 8-8.6 9.5-10 9 8-10 11 11-13 11.6 12 12-12.6 13-14 13-14 14 14
Steam and Extractor Carpet Cleaner Household Bleach Degreaser Concentrate (nonButyl) Wax Stripper Caustic Type Oven & Grill Cleaner Powdered and Liquid Concrete Cleaner
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Deodorizing, Degreasing, Drain De-clogging, Cold Parts Cleaning. Carpet and Upholstery. Any surface not harmed by water or liquids. Great for waxed floors and all types of stone. Any surface not harmed by water or liquids. Any surface not harmed by water of liquids except waxed floors. Mostly used in restrooms.
COLOR CODING Clear yellowish. Usually dark like brown or navy blue. Usually clear to yellow. Usually clear to white. Usually clear to any light color. Usually light brown. Usually clear to yellow. Usually clear to yellow. Usually light pink, blue, green, or white. Usually light orange or yellow. Usually clear of light blue. Usually light pink. Usually light blue, green, or yellow. Usually white.
Removes grease, grim, and ink from skin. Resilient floors, concrete, and wood. Disinfecting and General Purpose Cleaning. Do not use on acrylic floor finishes. Glass, ceramic, porcelain, metal, and plastic.
Usually orange or yellow. Milky white. Usually light to deep brown.
Any surface not harmed by water or liquids.
Usually deep purple, burgundy, or blue. Usually clear or milky. Usually deep burgundy or purple.
Toilet Bowls and Urinals. Most surfaces EXCEPT automotive paint, glass, polished aluminum, and waxed floors. Strips wax, cleans glass, ruins polyurethane, dangerous. Carpet and Upholstery. Disinfects most surfaces but ruins wax, dangerous. Grease, wax, gum, ink, dirt, and oil removal. Removes acrylic floor finishes and paste wax. Fry vats, stainless steel counters, and grills. Extreme concrete cleaning and degreasing.
August 2012
Usually light blue.
Clear light tan. Usually clear or light blue. Clear Usually deep purple, burgundy, blue, or green. Usually clear or deep burgundy. Usually clear or deep burgundy. White powder, deep colored liquid.
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Everyone is talking about Are you on it? Have you heard of it?
by Chris Dessi, Silverback Social, www.SilverbackSocial.com Chances are, your customers have! And they may be on there pinning your company, looking for your products, or recommending your competitors. Information is moving at the speed of light these days. Sometimes it’s difficult to keep up with our emails, let alone engage with our client or potential clients via social media. The stark reality is that the world has changed, and we all have to evolve to further engage our customers. To keep up with your customers, you have to keep up with social media. As CEO of a social media-marketing firm, I’m asked all the time about Facebook and Twitter. But recently there has been more and more chatter surrounding the social network Pinterest. I’m going to help explain why: The evocative aspect of imagery is a powerful thing, and nobody does it better than Pinterest. If you haven’t seen Pinterest, you should do so immediately. It’s really a beautiful site to behold. We’re evolving from textually-based social networks to social media networking being driven more and more by imagery. Human beings are inspired by ideas, concepts and emotion. Images expedite this type of communication. Recently, studies that show the “share of time” spent on Facebook articulate that our time skews heavily toward images – people are looking at photographs. This makes sense – right? What grabs you? What pulls emotion out of you? Images. We can see this in the way that we communicate ideas: take this quote for example: “Obsessed is the word the lazy use to describe the dedicated.” It is powerful, and has meaning and is an intriguing quote –but it is so much more eClean Magazine
powerful when shown as an image:
OK , you get it now. You feel the emotion. You’ve now gone 10 steps beyond the textual aspect of the quote. This is why Pinterest can be powerful for your brand. You now have the ability to communicate the emotion behind your business or communicate the “soul” of your business. What is Pinterest exactly? It’s fun, it’s powerful, and it can be a bit addictive. That’s a powerful notion for brands. Pinterest has been around since 2010. In the beginning, it grew through females in middle America (you know, the ones that are driving home purchases). About four or five months ago it spiked to 10 million users. Recently,
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there have been reports that there are now 17 million users. After this recent growth spurt, we’re starting to see the demographic balance more between men and women. Pinterest is becoming more and more mainstream. Now we’re starting to see really powerful traffic numbers. Pinterest is shaking up the likes of Twitter. Recently, a study showed that Twitter referral traffic to websites is 3.61 percent and Pinterest is 3.6 percent. Why should you care? Money goes where the eyeballs go! If you can generate interest, you can get people to your website, and if they get to your website via Pinterest, they are 10 percent more likely to buy something from you. How should you engage in Pinterest? Share, inspire and engage. Try to invest sweat equity, and truly engage with your community. Figure out what inspired you to start your company? So for example: if your father started your business, pin photos of your Dad in the early days of building the business. Old photos play well. Take a moment to think about what evokes emotion around your brand. Before and afters are great. Show those images. • Add a “pin-it” button on your website. There is a feature that Pinterest offers where you can add a little “pin it” button on your browser. So if you see an image on the Internet, and you want to share the image, you can click on this button in your browser and share it on your Pinterst page. You want people to speak with your brand. You want to find out what is living in their minds. You want to understand what lives in their hearts. So show an image that inspires you and ask for commentary. Tips for pinning: • Descriptions that are about 20 characters long are the most repinned. • The most pinned words are: • Love • Home • Things • Style • Ideas Three tips to get optimal engagement from your community: • Contests. Repinning and photo submission contests work best. Start requesting content from the people who are following you. Ask the community to vote for a eClean Magazine
winner – it generates lots of buzz and activity and you can learn from it. You can see what motivates them; you can see what excites them. You can learn about your business when you start to pay attention to what people submit. You may be able to come up with a new product offering or new service based on the images that people share with you. • Plan ahead. You have to have some sort of strategy. Figure out who is going to be responsible for your Pinterest page. Make sure that your other social places are connected to your Pinterest account. From time to time it’s ok to tweet your pin, or share your pin on Facebook as well. Please stop talking about yourself! I know this is difficult, but you must stop talking about your brand. More pull, less push. You must curate content that is tertiary to your brand and that people are already pinning. Become a part of the community and stop trying to sell on Pinterest. If they fall in love with your brand, and they see that you’re genuinely engaging with them they will get to your site eventually. • Let go, and have fun! This is your personality and your brand connecting with other like-minded brands and people. Add playful and fun titles, include keywords, and mix content with your own brands and others. Pin images from clients/ customers. Add watermarks to your images if you’re concerned about copyright. If you don’t love your image, then hire a photographer. Better yet, just encourage your employees to take photos and contribute to your Pinterest page. Final thought: Be nice, and credit your sources. Happy pinning! Chris Dessi is a CEO of Silverback Social. He is also an award winning digital thinker, television & radio commentator, author, blogger, and public speaker. Follow Chris’s pins, follow him on twitter@cdessi and like Silverback Social’s Facebook page at www.facebook.com/silverbacksocial. Photo credit: http://indulgy.com/post/ SpsAwNupB1/obsessed-is-the-word-the-lazyuse-to-describe-th
August 2012
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Steamaway::
28Years of Quality Service by Allison Hester, Editor
A young Michael Hinderliter started Steamaway in 1984 .
While most high school seniors work minimum-wage jobs for fast food chains, grocery stores and mall shops, Michael Hinderliter decided to start a fleet washing business. Today, almost 30 years later, Steamaway has grown into one of the most recognized and successful fleet washing companies in the nation. As the son of industry pioneer Robert Hinderliter – who is known as the founder of Rashsco Mfg. Co. DBA Delco Cleaning Systems of Fort Worth and of the Power Washers of North America (PWNA) trade association – Michael was naturally familiar with pressure washing. Fleet washing fit his school schedule, allowing him to work weekends, and provided more income than other part-time jobs. While fleet washing was a competitive field in 1985, it was different than it is today. “In those days, it was at least harder to get your hands on a pressure washer than it is today,” he explained. “You had to go find a distributor who sold pressure washers, and most of those were hot water. Nowadays, anyone can go 28
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to Home Depot, buy a cheap electric, coldwater power washer and start washing trucks without really knowing what they’re doing.” Another difference was the lack of environmental concerns. In fact, it wasn’t until 1993 that environmental issues came into play for Steamaway when a potential customer, who had been cleaning their trucks in-house, approached Hinderliter after being approached by the City or Fort Worth with the threat of a fine. “The company was doing onsite trailer washouts of food material. There was nothing ‘hazardous’ so to speak. They were also using biodegradable soaps,” he explained. “The problem was they were washing out so much food-grade material that it overloaded the neighboring creek and the grass and killed everything in its path.” Steamaway got the restaurant supplier’s cleaning account and invested $40,000 into a wash mat and recycle system, which was the early way of doing it. “Nowadays, we do it way more cost effectively. We don’t recycle
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the water. We use vacuum systems, sump pumps, damming devices, sand bags – all kinds of ways to dam the flow of the water so we can pick it up – then we send it to the City where they will actually treat it and do what they need to with it,” he explained. “Now I’m not passing increased costs on to my customers due to over-filtering the water.” As well as learning how to better collect and filter wastewater, Hinderliter has gained a lot of fleet washing insight since his early days, and fortunately, he’s willing to share. Following are some of his pointers: · Sell Service, Not Price. “We don’t play Photo courtesy of Steamaway, the price game. We focus on service and www.Steamaway.com support. Being a good service provider always means being there when they “Other companies can beat our price, but need you” he said. “Things are going to no one beats our service,” he said. “That’s how go wrong. It’s how you deal with the things that we get our accounts, that’s how we keep them go wrong that keeps you in the door.“ Hinderliter said Steamaway is not the highest and that’s how we take them back from the competition,” he stressed. priced company in his area, and they are • Find a mentor. “For me personally, this not the lowest. They don’t provide high-cost has been the most beneficial aspect of my detailing services, but instead have developed involvement with PWNA,” he added. “It has an “economical service that’s based on general appearance that the public will see and keeping allowed me to meet other guys around the country who do what I do, who are at the same the drivers happy. Our pricing reflects that. We growth place that I am, and exchange ideas to sell a fair price.” see how they do it and how it might help me do He adds that over the years, he’s found that my job better.” a lot of contractors get into the fleet washing • Be willing to give up nights and business without really understanding the weekends. “ALL your weekends,” he stressed, management side of the industry. “They don’t know how to price jobs, they don’t know what their overhead costs are, and they don’t know all the costs that go According to Michael Hinderliter, some companies start into getting a job. So they grossly out using fleet washing services in-house, but unless the underprice things.” management is really focused on cleaning, it ends up being And, occasionally, Steamaway does more of a headache than anything. lose contracts to lower bids, although “Normally they look at fleet washing as easy work and hire more times than not, they eventually lower-paid employees to do the work, which ends up costing get the contracts back. Many of the more in the long run. Then their guys clean it wrong, tear low-balling companies cannot maintain up the equipment, or move on to other things, causing the quality and still make a profit at their company a lot of headaches. We’re solving the headache. A low prices, so quality often begins to good cleaning company can actually do it cheaper than if the fade – generally in three to six months. customer did the work in house.” That’s when he often gets the accounts back. eClean Magazine
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POWERCLEAN October 20-23
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because that’s when most fleet washing occurs. However, he pointed out that this allows contractors to gain additional cleaning business during the week. It can also be a good fit for those who prefer to avoid weekend crowds, allowing them to get all their personal errands and such done during the less busy weekdays. • Understand and practice environmentally-friendly washing. He points out that these days, in his area of the country, he’s finding that most of his pressure for environmental compliance comes from his customers more so than the environmental agencies. “They don’t want to risk bad publicity from being found to be ‘polluters,” he explained. “We are able to sell them on the fact that by using Steamaway, they can have the peace of mind of knowing their fleet washing is environmentally compliant.” • Choose the cleaning method that works best for you and your customers. In most instances, Steamaway uses one-step washing, but they also brush – particularly tractors. (See the article on page 5 to learn more about the types of washing.) While two-step cleaning is occasionally used, Hinderliter prefers to avoid the use of harsh acids and caustics. “Although there are plenty of contractors who do use it,” and he stresses the market is big enough for all types of cleaning. His reasoning for one-step and brushing is that “I aim to treat the customers’ fleets as I would want my fleet to be treated. The harshness of acids can be too much and can prematurely fade a fleet, so I avoid the use of strong caustics or strong acids, and we promote that as a selling point,” he explained. • Be on time. Fleet washing, unlike most types of cleaning, has a very limited and specific window of when it must be done. Don’t make someone wait at the gate to let you in. · Keep the drivers and mechanics happy. These are the “go-between” guys for fleet washing crews and generally the ones that they will report to the big boss if they are having problems with the quality of the fleet washing service. • Follow up with your accounts regularly. A general rule of thumb for Hinderliter is to August 2012
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check in with his customers at least every three months. “Like any service industry, it’s a lot more about building relationships than it is about cleaning,” he explained. “You’ve got to visit the customer, and your phone becomes a good friend.” • Stay in Contact with Past Customers. In many cases, customers who’ve left to try a lower-priced company will come back to Steamaway on their own. However, “some are embarrassed because they let you go. Keep that door open,” he encouraged. A Contractor at Heart It is rare these days that Hinderliter actually goes out into the field. This is due, in large part, to his quality management staff who oversees Steamaway’s day-to-day operations, and his well-trained technicians. He has also invested in numerous ways to implement the most efficient service available, including electronic billing, a proprietary database, and iPads for his crews. Today, Hinderliter has taken his years of experience as a contractor and applied them to his role at PowerWash.com, his distributorship which sells to pressure washing contractors across North America. “It has given me a huge amount of insight and empathy for contractors, and the ability to understand their needs and time constraints,” he said. He also does not turn away his contractor competitors when they need his help. “If they’re open minded enough to come by their competion’s place and get help, they are pretty smart,” he said. “Some competitors won’t work with us or buy from us. I think they are actually hurting themselves more than they are hurting us.” Besides, he laughs, “my father’s been teaching people for years, which has created plenty of competition.” And while he loves helping contractors, Hinderliter admits that he sometimes wishes he was still out in the field cleaning. “At heart, I am still a contractor. I love that side of the business and I miss it.” To learn more about Steamaway, visit their website at http://steamaway.com. For information about Hinderliter’s distributorship, visit www.PowerWash.com. eClean Magazine
July Reader Feedback
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