Eclean issue 18 by eClean Magazine

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In This Issue:

Issue #18

The Gutter Cleaning Issue: 5 Why Clean Gutters Matter

8 Gutter Cleaning: The In’s & Out’s of Rims & Spouts 14 Tiger Stripes: Safely Gettiing Rid of Those Ugly Black

Streaks on Gutters

16 20 Tips from Mike Hockman of Gutter Dogs 18 The 2013 PWNA Convention & Trade Show: New

Classes Galore

20 PWNA Vendor Profile: GCA Largo

22 Laurie Benjamin, All Aspects Maintenance Ltd.,

Bringing Professional Cleaning to Trinidad & Tobago

26 Getting in the Biz, by Rick Meehan, Marko Janiorial 28 Classifieds

30 Persistence Pays Off, by Tom Grandy, Grandy &

Associates

32 Leadership Means High Ethical Standards, by Joe Scarlett 35 Building Your Sales Foundation, by April Dodson,

Bidslot Marketing

Cover Photo

Courtesy of Tim Fields, Complete Power Wash, Hagerstown, Maryland, www.CPSoftwash.com eClean Magazine is published monthly Publisher: Paul Horsley, paul@ecleanmag.com Editor: Allison Hester, allison@ecleanmag.com eClean Magazine eClean Magazine

Box 262, 16 Midlake Blvd S.E. Calgary, Alberta Canada T2X2X7 www.eCleanMag.com

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Why Clean Gutters Matter by Allison Hester

Photo courtesy of Dietrich Technologies, www.DietrichTechnologies.com Photo courtesy of Curtis Lambert, Lambert/Martin Power Washing & Glass, Cranton, RI

utters are one of the most valuable and affordable methods for homeowners to protect their homes from the elements. By channeling water off the roof and directing it to a location away from the home, properly working gutters help protect the home’s shingles, wood under the eaves, siding, flooring and landscaping from a whole host of problems and expensive repairs. These include: • Flooding • Stained walls, siding, floors, etc. • Rotting doors and wood elements • Cracking walls and foundations • Warping or bowing floors Not only do these cost money to fix, they also devalue the home itself. However, if gutters are clogged and not working properly, homeowners may find themselves facing the same above problems eClean Magazine

that gutters are designed to prevent, but a whole host of new ones. These include: • Infestation of mosquitoes and other pests • Damage caused from gutters ripping down after becoming too clogged and heavy. • Frozen gutters (i.e., “ice dams”) • Added mold and mildew from the backed up, decomposed leaves and other organic materials Keeping gutters clean is not a fun job. For the average homeowner, it’s also not an easy one. Worst of all, it’s a job that is often made to be more costly than necessary due to neglect.

When and How Often Should Gutters be Cleaned? While there is no set answer to these

Photo courtesy of It’s Gutter be Clean, www.ItsGutterBeClean.co.UK questions, the general rule of thumb is that most gutters should be cleaned twice a year. Fall and Spring are usually the months of choice because that is when they gutters become the most clogged due to falling leaves, pine needles, blooms, seed pods, and so on. Homes surrounded by a lot of foliage need to have their gutters cleaned more often than those without. Also, houses in areas with four distinct seasons may need to have gutters cleaned more often than those with mild weather year round. Proper maintenance is less expensive in the long run than catastrophic failure. Maintaining gutters throughout the year not only will help prevent clogged gutter-related damage, it often costs less to have them cleaned should the homeowner hire a professional to do it.

inserts and screens. These are supposedly designed to prevent large items from entering the gutters that create clogs and help the water flow freely. However, despite what a lot of homeowners believe, none of these products are perfect. Many of these items will keep large items like leaves, bird nests, and rodents out of the gutters, but they can’t keep the small items out. Things like pine needles, flower buds, dirt or sand, and roof granules still get past the protection systems and cause problems. Gutters may not have to be cleaned as often – depending on how well the product works – but when they do have to be cleaned, they are generally more expensive because it’s harder to access them. Plus, gutter guards, inserts and screens can be expensive – ranging anywhere from around $1 to $30 a linear foot for the average home, depending on the type installed. Some of the professionally installed versions do cover any future maintenance or cleanings, but these are the systems that cost around $5,000 or more on the average sized home. Considering an average gutter cleaning job costs a few hundered dollars, homeowners need to figure out if it’s really worth it. According to a 2010 Consumer Reports study, many of the “do it yourself” versions of gutter protection systems work as well the high-end versions and cost significantly less – if they are installed properly. But again, they will almost certainly have to be cleaned in time, and those cleanings will cost more.

Why Hire a Professional?

A lot of DIY homeowners decide to tackle gutter cleaning themselves. But is this really smart? Most gutter cleaning requires working from either the roof or a ladder. Yes, there are some garden hose, vacuum and pressure washer attachments that allow some levels of cleaning to be done from the ground. However, when working from the ground, there’s no way to see Are Gutter Protection how dirty the gutter really is or how clean it’s Systems Worth It? getting. Plus some of those systems are hard One “solution” to the gutter cleaning problem to control if you’re not used to it. It’s easy to has been the growing market of gutter guards, cause accidental damage. 6 eClean Magazine

Right: Ladder Accidents by Gender & Age. This 2012 graphic is based on figures in the U.K, but the numbers are still very telling for North American homeowners. Note that the majority of injuries happened to men ages 15 to 64 who were in the middle of a home maintenance project (like cleaning their gutters.) Ladder work is dangerous. (See the graphic to the right.) And the more you have to move the ladder, the more dangerous it becomes. The higher you up you have to go on the ladder, the more dangerous it is as well. When a homeowner cleans out a gutter, they’re not just climbing a ladder. They’re climbing a ladder and carrying tools – like a scoop or a vacuum or a blower. They are climbing a ladder and trying to remove a gutter protection system. They are on top of a ladder reaching out to grab that leaf that’s a little too far away, and with each reach they are increasing their risk of injury. Additionally, professionals can also check a homeowners’ gutter system to look for, and correct, problems. They know how to ensure that downspouts are not clogged to keep the gutter system flowing properly.

The Smartest Solution

Homeowners need to look at their gutter systems as an investment in their home’s value and their family’s well-being. Cleaned gutters not only help prevent problems with the home, they help promote a healthier home environment. And along those same lines, hiring a professional rather than doing it themselves is an investment in their family’s well being. One slip from a ladder or roof could result in expensive medical bills, weeks off of work – or much worse. Again, gutter protection systems are an option, but they are not an all-out solution. Gutters will still need to be cleaned periodically to ensure they are working properly. Homeowners need to evaluate whether the expense of the system will pay out in the long run, and even DIY installation systems should ideally be put in by a professional. Again, it keeps the homeowner safely on the ground, and helps ensure the system is installed and working correctly. Most importantly, homeowners should not wait until after a problem arises to have their gutters cleaned. It’s better to get on a maintenance program with a reputable, professional cleaning contractor and determine how many cleanings that particular homeowner really needs. Regularly scheduled maintenance gutter cleanings can save significant mqoney in the long run. eClean Magazine

Gutter Cleaning:

The In’s and Out’s of Rims & Spouts by Allison Hester

Photo courtesy of Mark Cave, Mr. Clever Clean, www.MrCleverClean.co.uk As this month’s cover article already explained, gutter cleaning is a necessity for homeowners who want to protect their property. Again, the best option for homeowners is to hire a professional. (See “Why Clean Gutters Matter” on page 5 for more on this.) But, what are the best gutter cleaning options for professional contractors? To help us figure this out, I developed a 15-question survey for industry members, then followed up with a few interviews. Within a couple of days of the survey being announced, I received more than enough responses to help me gain a better understanding of the gutter cleaning market. (Thanks to all of you who participated.) The following is based off of these findings, along with some additional research.

When to Clean

Fall tends to be the primary season for gutter cleaning, with Spring coming in a close 8

second, which corresponds with the times that the majority of leaves, seedlings, buds, pine needles, and acorns fall, clogging the gutters. These are the primary types of items – although generally decaying and sloppy – that need to be removed. However, contractors have seen it all – trees, ferns, cacti, golf balls, bird nests, dead birds, dead rats, live snakes, fire ants, bee hives, and the list goes on and on. Roof granules are another problem, and one that can be a pain to remove. While mud and decay can be scooped out and disposed of, granules have to be gathered together then scooped (depending on the amount) or flushed out with water for smaller quantities. As mentioned in the cover article, getting a maintenance contract is the best option for professional cleaners and homeowners alike. This helps keep the gutters working properly, and makes the gutter cleaning job easier. Providing a discount for regular maintenance

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may be something worth considering. For example, Mike Dingler of Firehouse Power Washing in Senoia, Georgia, estimated a gutter cleaning job for $125, but the customer asked Dingler if would discount it to $100 if he agreed to have his gutters cleaned regularly. Dingler agreed and has been cleaning the customer’s gutters almost monthly for the past two years. “The only months he does not want them done is in June and July, which is when I wash his house and driveway for more money,” he added. “It just goes to show you that occasionally a ‘one time’ gutter cleaning can turn into a $1500 a year account.”

How to Price

While around 75 percent of those who responded will offer gutter cleaning services alone, one-fourth only provide gutter cleaning in conjunction with other cleaning services. Part of this is because gutter cleaning can a make a mess of the house and windows. Another aspect is that some people just don’t like doing it. A few also mentioned they will throw in gutter cleaning for free to residential customers who buy larger cleaning packages from them. “Gutters that are clogged and packed with mud and mold are very hard to clean while keeping the rest of the property spotless,” explained Tyr Denlinger of Pacific Window Cleaning Company in Wailuku, Hawaii. “If I can’t negotiate a fair price on other types of cleaning with this type of customer, I’m somettimes better off just passing on the job.” While most contractors agree that you never know what you’re going to find in a gutter, not everyone figures in how dirty the gutters are when giving a price. In fact, almost half of those who answered do not include this in their estimates. Pricing is figured several ways. Most start with the linear footage, then also factor in how many stories high the gutters are. Some stop there. Others will look at the pitch of the roof to see if roof access is possible. Still others try to figure out how dirty the gutters are, either through a customer questionnaire, by examining the property – and how much foliage eClean Magazine

surrounds the house – or by actually visually inspecting the gutters. (This last option is the exception, not the norm.) “I have a webpage dedicated to gutter cleaning, so customers can familiarize themselves with us and the process before they call. I ask several questions about the height of the house, the size of the house, the type and pitch of the roof, maintenance history of gutters, travel distance to the site, and so on. I occasionally ask for photos emailed or texted to me, then I quote over the phone nine out of 10 times,” explained Bill Feil of GutterX in St. Charles, Missouri. “Some projects require a visit to examine the site before a firm price is possible.” “It’s also important to look at the condition of the gutters and downspouts,” stressed Bill Schoenherr of BF Home Services in Rochester, New York. “Are they pitched properly? Are the hangers all secure?” This is a really important point, and one that Frank Franzoi of Hydroclean in Brighton, Michigan, learned the hard way. “While cleaning the front of a home, I was midway through when the whole section collapsed and fell to the ground. The homeowner was aware of this and expected it, but I still fixed the situation even while the homeowner was raving mad and threatening to sue. They have not called nor have I heard from an attorney. I guess being nice paid off in the long run.” Another reason to inspect the gutters is because you never know you’re going to have to remove. Matt Schaltenbrand of Advanced Pressure and Gutter Cleaning, Inc., in Marietta, Georgia,

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“I do one each year that has covers that don’t work well,” said Dan Wagner of Dan Wagner Window Cleaning in Honesville, Penn. “Each section has several screws holding them in place. They are very hard to remove and get worse each year.” “One of our first jobs was a single level home that had mesh gutter guards that were not working to well,” said Curtis Lambert II of Lambert/Martin Window Cleaning in Cranston, RI. “The gutter beds were full of bird poop, mud, twigs, leaves… you name it. We got through it, but learned just how to let our customers know what to do to fix their problem.” In his case, Lambert upsells and installs the Rain Flow Gutter Protection System. Ironically, one of the biggest complaints by contractors about gutter cleaning is that they have undercharged for jobs. That’s why some prefer to charge an hourly rate. That way if there are surprises, at least they are getting paid to deal with them.

The Cleaning Process

(Note: this article focus on the interior of cleaning gutters only. For external cleaning, and the removal of “tiger stripes,” see the article on page 14.) One of the primary things contractors wanted to know was if there was a good way to clean the interior of gutters from the ground. Unfortunately, if there is, I didn’t learn about it, especially on multistory homes. A few people have come up with ways to clean first-story gutters Photo courtesy of Curtis Lambert, from the ground by using vacuums or Lambert/Martin Power Washing & Glass, Cranton, RI pressure washers and special gutter attachments. Two specific products were mentioned. obtained a contract through a third party that First, a couple of contractors liked the included cleaning the gutters of 200 buildings. GutterBall -– a special gutter cleaning nozzle “When we got there, it was all trash on the roof that attaches to a pressure washer. The only – not organic debris. We had to bag and haul complaint was that the Gutter Ball created thousands of pounds to dumpsters over about a mess on the ground. (We posted an article four days. To top it off, we never got paid as the about the Gutter Ball back in January 2012 middle subcontractor took the money and ran.” that you can read on our website.) Almost everyone – around 90 percent – Another item that was mentioned was the agreed that they charged more for cleanings Gutter Blaster, which is a special bent wand when gutter protection systems were in place. 10 eClean Magazine

and nozzle that attaches to a garden hose. There are other similar products on the market. However, in most cases, cleaning from the ground simply doesn’t do as good a job as cleaning from a ladder or rooftop. In fact, in many cases, scooping the gutters out by hand is simply the professional method of choice. When not working from the ground, most contractors do the majority of their gutter cleaning work from a ladder. Because ladder safety is such a huge issue, we are going to produce a separate resource – due out later this month – dedicated to this topic. However, it is imperative to say that a ladder standoff stabilizer attachment needs to put in place any time ladder work is being done. Ladder-Max was the brand mentioned by a few. “Using the Ladder-Max standoff attached to the top of the ladder means that you are letting the feet of the standoff rest on the shingles and stabilizing the ladder. It is a lot safer than just leaning an extension ladder against a gutter, in which case the ladder could travel and one could fall to the ground,” explained Chris Thompson of Attention to Detail Window Cleaning Bottineau, ND. “The other benefit is

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that it prevents you from scratching the face of the gutter, which happens when leaning the ladder against the gutter.” Thompson also pointed out the need for using leg levelers at the base of any extension ladder. Another ladder tip is one that Glenn Igler of Enviroclean Pressure Washing in Atlanta learned the hard way. “If you leave the ladder to work on the roof, make sure the ladder is secure. On several occasions when I first started, I was on the roof with the wand and hose, and the hose caught the ladder and knocked it down. Fortunately, there were some nice folks nearby that put it back up for me so I could get down.” While most work is done from ladders, roof work is generally preferred to ladder work when possible. “I like to stay safe, and as ironic as it sounds, the roof is a lot safer than a ladder, especially when using tools like a pressure washer to clean gutters,” explained Dingler. “Back pressure is created when you pull the trigger, and it can slide the ladder down the gutter and result in a fall.” Walking the roof allows for the use of additional tools, like a leaf blower. “You’ll want

Bucket of gutter debris. Courtesy of Tim Fields, Complete Power Wash, Hagerstown, Maryland, www.CPSoftwash.com as the “Gutter Grabber” were particularly popular choices when doing ladder work. “On two story homes, Zach will set the ladder at the downspout end to make sure that it is clear and then move the ladder 10 or 12 feet down the gutter,” said Fields. “After resetting the ladder, he uses an eight-to-16-foot extended pole with a WCR (Window Cleaning Resource) gutter tool on the end, pulling from about 12 feet in each direction, placing the contents in the bucket.” This allows them to clean as much as 24 feet of gutter with only one ladder set up. When Zach reaches the far end of the gutter, he uses a pressure hose with a ball valve attached and flushes the gutter and downspout with water. Wes Buckner of Mid-Ohio Window Cleaning in Galion, Ohio, uses gutter scoops, but also has created some homemade tools to assist in gutter cleaning. “I have a tool to help drag or push debris from under one section of gutter cover so I only have to remove every other section to clean the gutter.” However, there is no “golden ticket” when it comes to gutter cleaning tools. “I haven’t really found that one tool works better than the other because you have so many different circumstances that come into play. You have to diversify. What works for one job may not work for the next.”

something that is gas powered and commercial grade. I have an ECHO, but STIHL makes a good product as well,” said Thompson. “You want a backpack blower because it is safer and they have more power than a handheld. A gas powered is also safer than an electric, since there is not a chance of tripping over the electrical cord while walking on the roof.” Beyond these items, there are no real magical tools of choice either. Buckets. Brushes. Extension poles. Scoops. Those were the most common tools mentioned. But a lot of cleaning is done by hand. “Most gutters that my son Zach cleans contain wet contents, so the cleaning is done by hand and the contents are placed in a bucket,” explained Tim Fields, owner of Complete Power Wash in Clear Spring, Maryland. “On walkable Cleaning the Downspout ranchers, he scoots along the roof’s lower edge Perhaps the most important aspect is on his hands and knees, hand scooping the ensuring the downspout is working properly. contents into buckets.” Some prefer to get the downspout flowing first A couple of bucket related tips. First, several thing, while others tackle that feat last. recommended using some sort of hook so Generally, contractors will use a water hose the bucket can hang safely and free up the to determine how well the downspout is flowing, technician’s hands. Thompson also suggested then remove any clogs. Contractors usually begin attaching a rope to the bucket using a dog by attempting to push any debris inside the leash clip so you can lower the bucket down downspout downward – using a hose and nozzle, safely to the ground from the roof or ladder. a pressure washer, a sewer snake, or a leaf Marc Cournover of Comes a Time Powerwashing blower – until it all comes out the other end. in Canton, Ohio, averages 10 houses a day “I unclog downspouts two different ways – doing everything by hand. “We call it a ‘white either with a long snake-like metal device that glove service’ and we actually wear white Atlas goes down the downspout to push leaves and gloves.” All collected debris goes into five-gallon debris out,” said Jeff Stifnell of Jeff’s Window buckets and is dumped either in the woods or Cleaning in Green Lane, Penn. “Or, if the clog in the back of the truck. is really bad, I disassemble the downspout, Extension poles with scoops or tools such 12 eClean Magazine

remove the clog and reassemble everything. “That’s why it’s important to always carry a cordless drill with a ¼-inch hex driver,” said Billy Gallagher of Wm Gallagher Gutter & Window Cleaning Inc., in Fort Washington, Penn. Next, “disassemble the elbows because this is usually where the clogs are.” Another tip from Keith Ayotte, Top Notch Soft Wash LLC, West Brookfield, Massachusetts: “Always have tools with you! You never know when something might happen that you weren’t planning on, like a down spout falling or gutter caps coming off.”

Gutter Cleaning Wisdom

Gutter cleaning gets easier with time and experience, but you always have to expect the unexpected. “I’ve had tough ones have been frozen. Downspouts packed solid that you had to take apart. Underground drains that are plugged. Some installed so tight to the roof that you can’t get your hands into them. Some with bee and wasp nests, and probably about

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20 other things,” said Rick Swope of Grime Busters LLC in Cement City, Michigan. “But it all goes with the job.” “We all can share an experience of gallons of smelly gutter water gushing on top of us after taking a drain assembly apart,” added Ron Perks of Perks Window Cleaning Ltd. in West Vancouver, BC. “The busy season is coming up. It’s best not to think of it.” Gutter cleaning, unfortunately, is one of those markets that is filled with lowballers. As with other cleaning services, the key is to differentiate your company through professionalism – maintaining liability and workers comp insurance, ensuring downspouts are working properly, not leaving a mess on the yard, and showing up when scheduled. And again, experience is going to become more valuable than any gutter cleaning gadget on the market. “Just like pressure washing, with proper training, a good crew can handle many jobs easily in one day,” added Schaltenbrand. “Some specific tools can be used, but it’s more about the skill of the tech.”

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Before

After

Tiger Stripes

Safely Getting Rid of Those Ugly Black Streaks on Gutters by Allison Hester Photo courtesy of Jon Gutowski, Total Pressure Washing, www.totalpressurewashing.com

ver wonder what causes those ugly black streaks on the outsides of gutters and why they are so hard to remove? Those streaks – often referred to by industry members as “tiger stripes” – are actually

caused by a chemical reaction that occurs between the asphalt from roof shingles and the aluminum in the gutters. “The gutter manufacturer anodizes the aluminum to get paint to stick,” explained Mike Taylor, owner of Absolute Chemical in Nashville, Tennessee, which manufactures a number of house wash, gutter cleaning and wood staining products. Not only are different brands of gutters anodized differently, “the same gutter manufacturer’s process may vary from batch to batch.” Depending on the process, the paint may easily come off when cleaning gutters if the wrong product or wrong mixing ratio is used. In other words, there is no magic mixing ratio when it comes to gutter cleaning chemicals; each job is unique. The black streaks are not simply stains, and therefore can’t be removed with traditional housewashing chemicals that remove mold or mildew. The asphalt actually creates an electrostatic bond with the aluminum – much the same way that road film sticks to fleets – and the bond must be broken in order for the stains to be removed. A lot of contractors use various forms of butyl-based products, which basically means various degreasers. When these butyl-based products are diluted with water, they lose their strength rapidly. In other words, these products have to be mixed pretty hot to work

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correctly, and the hotter the mixture, the more likely to remove paint from the gutters, and the more dangerous it is for workers. While butyl-based products work, it’s also easy for contractors to accidentally take the paint off of gutters while removing the black streaks. “I’ve had to send my technicians back to a customer’s home with a can of spray paint,” admitted Mike Hockman of Gutter Dogs in Maryland. “Those Home Depot gutters are the worst for this.” A few companies have successfully come up with alternatives to butyl-based products. One item that is quite popular (according to our industry survey) and has gained a strong reputation for working is Gutter Grenade (F13) by Pressure Tek. (See the ad on this page for more information on how to purchase this product.) A mild potassium hydroxidebased solution that was developed almost 10 years ago, Gutter Grenade removes the oxidation layer of the paint where the streaks are trapped through electrostatic bonding. However, Gutter Grenade will not remove the paint on gutters unless the paint has completely failed, meaning it has oxidized through the whole paint layer – which is rare. When working with Gutter Grenade, contractors should keep the siding under the gutters wet with water and avoid dripping Gutter Grenade on the siding without rinsing it off relatively quickly. Otherwise, Gutter Grenade will create clean streaks on the siding where it dripped. The average mix strength is 10-1, but can be effective with as little as a 20-1 mix. The strongest it needs to be is 5-1. Contractors should also wear safety glasses and gloves when working with the product. F13 is safe for plants, although they should be pre-wet for protection. You may want to cover flowering plants. Another product that is really just being introduced to the general cleaning market (although it’s been available to their local customers for a few years) is Absolute Chemical’s Citrus Gutter Cleaning and Housewash. (See the ad on page 14 to learn more about where to get this product.) “We’ve sold Gutter Shock – our butyl based product eClean Magazine

– for years, but I wanted to take a step back and see if we could come up with a safer solution that would remove gutter striping without messing up the paint and without all the dangerous chemicals that are in traditional cleaners,” explained Taylor. “We’ve come up with a solution that really works – and it’s safe.” The Chemical’s Citrus Gutter Cleaning and Housewash contains d’limeonene, which not only is a good cleaner, but also leaves behind a pleasant odor for the customer. The product can also be diluted and used as a housewash. The good news about tiger stripes is that they can be removed, and they can be removed without destroying paint or putting workers at risk. “It’s important to understand, however, that these are not just like every other stain you find on a home,” Taylor concluded. “You have to attack them in a different manner, and being able to educate your customer about this will help set you apart from your competition as well.”

20 Tips

from

When I called Mike Hockman of Gutter Dogs at our scheduled interview time, he answered elated. “Hey Allison. Guess what? I just got off the phone with a customer. I took what was going to be a $120 gutter cleaning job and added a $350 housewash. Plus, now my schedule’s full for the week.” I share this because it reiterates Guttter by Allison Hester Dogs’ philosophy: don’t be afraid of the small jobs. They can help fill in the gaps in your schedule, and often turn into bigger jobs. This is a lesson Hockman has learned since starting his own business in 2004. Early on, this Maryland-based contractor worked as a painter/lawnmower/gutter cleaner. While mowing lawns was his favorite task, cleaning gutters was the one that seemed to stick. Since that time, Hockman – whose business has been 100 percent residential until recently – has added a number of other services, including house washing and roof cleaning. Yet, gutters remain Hockman’s bread and butter service, and it’s a skill that he and his Gutter Dogs crew have mastered. The following tips have resuled from cleaning hundreds and hundreds of gutters over the years.

If you don’t want gutters to be your primary source of business, don’t use the word “gutter” in your name! Despite attempts to promote and advertise other cleaning services, Gutter Dogs still gets more gutter-related calls than anything else.

Never give away work. This was a hard lesson Hockman learned a couple of years ago when he referred a number of gutter cleaning clients to a competitor during his busiest season. “By Fall, I was wishing I still had those customers!” he said. “I should have found a way to get their cleanings done, even if it meant buying another vehicle and hiring more workers.”

Ask for customer testimonials. Hockman supplied his technicians with a video camera and trained them to ask for video customer testimonials before leaving the site. “We’ve collected 86 so far.”

When it comes to cleaning gutters, get in, get up and get out. “Unless there’s a real problem with the downspouts, you should be able to get the gutters cleaned in 15 minutes.”

6 7

Check the roof while you’re up there. As a courtesy, let your customers know if you find soft spots or damaged shingles.

Use a blower. If the roof is walkable and the gutters are dry, Gutter Dogs does the majority of the cleaning with a blower. This even works in cases with mesh-type gutter protection systems in place.

8 9 10 11

If the gutters are wet – and there hasn’t been a recent rain – it means the downspouts are clogged somewhere. If the downspouts appear to be clogged, clean them first then drain the water.

When the downspouts are clogged, check the elbows first. “Ninety percent of the time, that’s where the clog is going to be.”

You owe it to your customer to inform them about other services you offer. “It took me awhile to practice this, but I now realize that I’m actually doing my customer a Use a penny to tell you if the disservice if I don’t offer add-ons,” he explained. downspout is clean. Hockman has “They already know me. It makes sense to offer crew members carry a pocket full of other services, then perform them at a discount pennies with them, then drop them into the since I’m already on the property." 16 eClean Magazine

downspout and listen. “If you hear metal all the way down – ‘ding, ding, ding, ding’ – then you know it’s clear. But if you hear ‘ding, ding, THUD, ding’ – there’s still a clog. And by using this method you can tell where the clog is.

Never skip downspouts, thinking you’ll return to them later. The Gutter Dogs team stops at every downspout and gets them cleaned before moving on to the next batch of gutters. “Otherwise, you’ll inevitably skip one by accident. We’ve found it’s better to just do them as you come to them.”

Clean the highest gutters first. “It seems like common sense, but some guys don’t catch this,” said Hockman. “If you clean the lower gutters first, you’re going to get them dirty again when you clean the higher gutters. Work your way down.”

For exterior gutter cleaning, use a pole and work from the ground. Hockman has two 25-foot poles from Home Depot that he uses, and his product of choice for gutter whitening is F13 Gutter Grenade from Pressure Tek. (See ad on page 15). “Working those poles is kind of tricky until you get them figured out,” he said.

15 16 17 18

Tie a t-shirt or towel about two feet above where you grip the pole. “This will significantly help reduce the amount of solution dripping down your arms.”

come back for more. Plus, sometimes that $60 gutter job will turn into a $350 house washing job.”

Don’t be afraid to take on the small jobs. Again, Hockman has built his business off of the small jobs. While he would love to bring in more high-dollar historic roof restoration projects, the small jobs are fast and often bring repeat business as well as add-on services.

Learn from others. Hockman is a big participant in the industry’s social media groups and has also participated in a number of industry-related events.

Along those lines, Hockman asked me to be sure to include the following point in this article. “I really need to thank Chris Tucker of RCIA (Roof Cleaning Institute of America). My roof cleaning business has more than doubled because of Chris and the help he’s given me.” With that said, Hockman was also more than thrilled to be able to share his gutter cleaning knowledge with eClean and our readers. “I’ve gained so much knowledge from others giving back to this industry. I’m happy to finally be able to do the same for someone else.” To learn more about Mike Hockman and Gutter Dogs, visit their website: www. GutterDogs.com

Don’t leave a mess. Clean up whatever you blow to the ground, either by mixing it with the landscaping or bagging it. Stay away from frozen gutters. “Those are bad news and not worth it.”

Don’t be greedy. “I don’t believe in charging $500 for a $100 job. I don’t lowball, but I also don’t overcharge. If I can do the job for $60, then I’ll do it for $60. That way, the customer is happy, they’ve gotten a fair deal, and they’ll eClean Magazine

Click on the image to see one of Gutter Dog’s cleaning videos 17

Oct. 17-19, Orlando, Florida

The 2013 PWNA Convention & Trade Show

New Classes Galore!

The PWNA Annual Convention and Trade Show is less than two weeks away (October 17 through 19), but there is still plenty of time to participate. And this one is going to be spectacular, filled with brand new seminars – as well as several returning favorites. The seminars begin on Friday, October 18, and attendees have a host of NEW choices, including: • Window Cleaning with Pure Water, by Steve Blyth of J. Racenstein. “Today there is a very large cross section in the cleaning industries. We’re finding that at least 50 percent of window cleaners have also done some pressure washing, and 50 percent of pressure washing contractors have also done some window cleaning,” said Steve Blyth. “It makes sense. The more services the mobile contractor can offer the same customer, the less time you have to spend traveling and looking for additional work.”

• 9 Tips to Help Manage the Growth of Your Business, by Michael Hinderliter. This presentation highlights one of the PWNA’s unique strengths: successful indstry veterans openly sharing their wisdom to fellow PWNA participants. Michael Hinderliter – who owns both a successful fleet washing and kitchen exhaust cleaning company, as well as PowerWash.com – delves into nine essential keys he’s learned through experience on how to successfully grow and manage your business. • Parking Garage Cleaning & Water Recovery Practices, by Jim Gamble. As the owner of Crystal Cleaning Company, Gamble has been cleaning parking garages in California for 25 years. This presentation is designed

for anyone who wants to move forward in the garage cleaning business. It is designed for those who want to see, learn, and experience what it will take to make $50k in a weekend. • Insurance for Power Washers, by Joe Walters of Joe Walters Insurance. Pressure washing is a unique industry, and one that many insurance companies don’t really understand. Too many contractors pay high premiums each year for their insurance, only to find out that their policies don’t actually cover what is needed when a claim arises. Joe Walters Insurance has one specialty market -- power washers -- and they know what contractors need to cover their liabilities and losses. • Soft Washing, by Micah Kommers, EcoClean Upstate. More power washing contractors are implementing this technique for cleaning roofs...and beyond. In this presentation, Micah will focus on basic and intermediate SoftWashing techniques and equipment. Rather then simply stating facts, such as what’s making the house dirty or what kind of equipment is used, the presentation will focus on methods that participants can immediately take back to their service area and implement. • Fall Protection and Scaffolding (two separate courses), presented by Charlie Arnold. As more power washing and softwashing services are reaching new heights – literally – proper safety training is imperative. That is why two separate presenations are being dedicated this year to safety – both of which will be led by Charlie Arnold of Arnold’s Powerwash.

For these classes and more, plus certifications, round tables, exhibits, demos and other networking opportunities, register today: 18

www.PWNA.org.

eClean Magazine

PWNA Vendor Profile

LARGO

CLEANING SYSTEMS by Allison Hester

Prices Effective February 1, 2013 Steve Tolley of GCA Largo has dedicated his career to two things: the military and the pressure washing industry. Tolley served 32 years in the military, retiring in 1999 as the Tennessee Army National Guard State Command Sergeant Major. He served three tours in Vietnam. His last deployment was in 2004. That year, Largo continued to operate without him, “so our company obviously was able to do just fine without me," he joked. Tolley’s pressure washing-related career has expanded over 40 years as well. He started out as a “coat and tie” chemical salesman in 1972, providing cleaning product for the service industry. “I fell in love with the equipment,” he explained, and it has become “the only industry I’ve ever known.” In 1987, Tolley took his love for the equipment in a new direction and began GCA Largo. The manufacturing company began in Memphis, Tennessee. However, he GCA Largo Cold Water 2-Step Skid Unit moved Largo to Rogers, Arkansas – which has been a hot spot for pressure washer manufacturers – for about three years after getting a contract with Wal-Mart, which is headquarter in the same area. GCA Largo has since acid systems require “adjusting the metering valve on the returned “home” to Decaturville and currently employs machine or the downstream injector until its cleaning the 26 staff members at its headquarters. vehicle.” Largo has always been recognized for its quality Largo’s systems, however, use cold water and are equipment, which is built in-house from the ground up. designed to safely clean and brighten fleets without The company does its own metal fabrication and builds damage to glass, chrome or polished aluminum surfaces. its own coils, then uses only industry leaders for parts. The equipment’s precise chemical injections accurately Largo, which has distributors located throughout the meter the cleaning solutions andCleaning neutralize the runoff. Largo Systems country, also custom builds equipment for several of its “With this waste, misuse and damage to 40capability, Sevier Lane • Decaturville, TN 38329 dealers. vehicles not 852-2324 occur.” Phone: do (731) • Fax: (800) 626-7384 While the company builds all kinds of hot and cold The two-step systems feature CAT pumps because www.gcalargo.com • sales@gcalargo.com water pressure washing systems, perhaps it is best known “they work. We have tried all the other industrial pumps for its two-step machines. Two-step cleaning, which is that work well with our hot water equipment, but they used in fleet washing, is traditionally done using a hot cannot handle the chemical products like a CAT.” The water pressure washer with low pressure injector for reason is in the way the check valves are seated into the J. Racenstein at and thethe 2013 applying aluminum brighter. These traditional alkaline/ pump head (O-rings and split ring) seals are held Pressure Washing Seminar in 20 eClean Magazine Albany, New York

in place with the packing nut. “With our cleaning solutions neutralizing each other, the pump head gives longer life, which adds to the value of using genuine Largo Cleaning Products.” Cleaning over the road vehicles with cold water has many advantages: no burner isues, and less wear and tear on guns, hoses, wands and tips. “With the cost of diesel fuel to heat water in excess for $3.50 a gallon and a typical 5 GPM Skid burning 2.5 gallons per hour – well you do the math.”

Combining Military Training with Pressure Washing

Tolley has always implemented his artillery military training into the way he has run his company. One example is “time on target” – i.e., ensuring that every task that needs to be done is finished at the scheduled moment. Another, “Priority of Fire” – determining where primary resources need to be focused first. “Choosing the right ammunition” – i.e., determining which components will best serve specific types of equipment. And building a strong “gun crew” – artillery can only be successful with a strong team; the same goes for Largo. Plus, he implements more general military concepts such as don’t cut corners and ensure it’s right. “I would prefer to send something out late than send it out wrong,” he stressed. Recently, he’s also been able to take his passion for the military and applied it to the pressure washing industry with the help of one of his distributors and fellow Vietnam vet, John Allison of Envirospec. Together, Tolley and Allison have teamed up on a project to help wounded veterans get started in the pressure washing industry. “I have visited a number of wounded warriors over the years and it’s something I have a real passion for,” he explained. “I’m honored to help John Allison with his endeavors to help these soldiers get back on their feet financially.”

Largo and the PWNA

Tolley has supported the PWNA several times throughout the years, and Largo recently rejoined the association as a vendor member. “The PWNA is a fine organization and we are proud to be able to work with them,” he concluded. “We are looking forward to exhibiting at this year’s show in Orlando.” The PWNA Convention takes place October 17-19. Visit www.PWNA.org to register. To learn more about GCA Largo and their products, visit their website at www.GCALargo.com. eClean Magazine

New PWNA Members George Aguilar Empire Highrise USA Yujin Anderson Steamericas, Inc. Richard Bond Affordable Home Solutions Bob Jacobs Safetytec Industries Sean James Mullane Housewash New Zealand, Ltd. Todd Steadman Great Southwestern Fire & Safety Michael Rucker Window Cleaning of Augusta, Inc. Steve Whetzel II EcoChoice, Inc. 21

Laurie Benjamin, All Aspects Maintenance Ltd. Bringing Professional Cleaning to Trinidad & Tobago

by Allison Hester

n the Carribean Islands of Trinidad and Tobago, the material signs of success used to include owning a big, foreign used car, a thin cell phone, and a plane ticket to Miami, according to area resident Laurie Benjamin, owner of All Aspects Maintenance LTD. Today, however, island contractors have invested in another prized possession: a pressure washer. Moss is a serious problem on the islands, and pressure washers are the accepted method for keeping the average home – a three bedroom flat, made of concrete and “different substrates” – clean. Same goes for the roofs, which are generally made of new-wave metal, “although the upscale sections may have tile, shingle, slate and other roofs.” The building materials are diverse – “You name it. Once they can afford it, they bring it onto the island” – but the cleaning tools and methods are not. As the number of pressure washers has grown, so has the number of contractors. Only in Trinidad and Tobago, pressure washing is seen as an add-on service that anyone can do, requiring no training or education. “When 22

contractors get together, the conversations always start with ‘What job are you doing now?’ but end up discussing whether their pressure washer is gas or electric and how much PSI they get,” explained Benjamin. “No regard is given to gpm or temperature.” Benjamin himself entered into the maintenance industry over three years ago much the same way as all of his area competitors. He saw it as a way to leave his full-time job and work for himself. However, what started out as a painting, lawn care and other general services business has evolved into something much different. “After months of toiling at what seem to be the bottom of the barrel, I joined different industry forums in search for an avenue to quickly rise to the top.” What he discovered was that his country’s accepted pressure washing practices were incorrect. “Pressure washing was always viewed as a secondary service, and anyone owning a pressure washrer can offer these services. For example, zebra striping is considered normal after a cleaning.”

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This fact, combined with the severity of moss growth on area homes, gave Benjamin the idea to set All Aspects Maintenance apart from his competition. Benjamin instead adopted North American cleaning methods and rather than diversify like everyone else, he honed in his skills. All Aspects Maintenance now specializes in “organic stain removal” – i.e., anything that is not man-made, including mold, moss, mildew, algae, mineral (hard water) stains, mud, nests, cobwebs, etc. “Good old mother nature is the one who creates jobs for us,” he explained. And slowly, Benjamin is finding success.

Separation by Specialization Connecting with North American contractors has helped Benjamin “in way words cannot explain: standards, procedures, do’s and don’ts. The only thing I did not get help with was pricing my jobs; that I had to figure out on my own.” He also joined the PWRA (Pressure Washing Resource Association) early on after the association was first introduced. “I have recently started purchasing from one of the PWRA’s distributors for an in-house discount,” he explained. “I am not able to take advantage of all the PWRA’s wonderful benefits because of my location, but I am still glad to be part of a growing organization. I hope that one day my region will be ready to accept the PWRA’s

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standards of professionalism and invite other local contractors to join.” Additionally, all of Benjamin’s equipment and chemicals are imported from North America. “I sometimes joke with my clients and say ‘the only local thing we use is water.’” All Apects hosts a trailer-mounted Pressure Pro Series, with a 12v roof cleaning system. “I wanted something larger but it cost almost half the price of the unit just to get it here,” he explained. “However, I know that in order to be the best, you have to use the best. I continue to deal with quite a few distributors in North America.” Owning equipment that is not readily available in Trinidad has really helped set All Aspects Maintance apart. “I knew that if used equipment that was not readily available here, it would only be a matter of time before we stood out from our competitors as the number one cleaning company in Trinidad,” he explained.

Changing His Focus, Changing the Market

At first, Benjamin was targeting everyone and accepted any and all jobs. Now he’s learned to pick and choose his customers. “This takes the hassle out of driving all over the country for on-site visits that never materialize into actual jobs.” Because soft washing is a new concept in Trinidad, most homeowners still believe the

best – and only – way to clean anything is with a pressure washer. “With residential, there’s a lot of time spent trying to convince homeowners that they need our services for just one job – and that’s not even considering whether or not they can afford the service.” For that reason, Benjamin has shifted his attention to commercial markets. “With commercial clients, we explain less and do more,” he adds. “We talk to property managers about our new services. Once they are convinced, we are given a few properties that are under their care.” Additionally, government contracts have become the “biggest piece of the pie.” Whether or not Benjamin can successfully maintain an “organic stain removal” specialty company in such a small country has yet to be seen, but Benjamin is feeling optimistic. “My operating costs are high due to duty and import taxes and I know that only those who appreciate this new service will go that extra distance to cover their cost,” he explained. “However, in this industry, the right equipment and training used correctly does the work of two or three average workers.” And Benjamin has an even greater reason for wanting All Aspects Mainenance to succeed.

Earlier this year, he became he father to a beautiful baby boy – his first. “To be honest, I can’t wait for him to take over the company. My son has given me the extra motivation to make All Aspects Maintenance a success,” perhaps changing an entire nation’s viewpoint on pressure washing in the process. To learn more about Laurie Benjamin and All Aspects Maintenance Ltd., visit their website at www.AllAspectsLtd.com

eClean Magazine

Getting in the Biz by Rick Meehan Vice President of Marko Janitorial Supply, www.MarkoInc.com

few days ago I spoke with a husband and wife about “going into the cleaning business.” This is a common occurrence in our showroom. Excited, the prospective new team asked the Number One Question within moments of arrival: “What will it cost us?” It seems logical to get an idea of how much money it might take to get started. However, there are more costs involved with the cleaning industry, – potentially business-busting costs – than just money spent on equipment and supplies. Money should not be the biggest concern. Anyone with a few bucks can “get in the business.” Since I am a supplier to the cleaning world, you might think all I care about is selling as much equipment and detergent as possible. Not so. In fact, I try to educate my customers to make sure they completely understand what they are getting into – if they allow me the opportunity to present my case.

I’m in the cleaning supply biz for the long haul. It’s in my best interest to help my customers stay in business too so they can keep coming back for more of my products. To meet this goal, I gently try to ensure that the entire question of costs is answered without dampening enthusiasm over starting a new venture. Unfortunately, many in the cleaning trade have an attitude. They’ve been there, done that, and know how to do it better than me, although I’ve been doing it since I was eight years old. Marko Janitorial Supply (and at one time Briter Business service division) is my family business, remember? If a monetary investment is not the major cost of starting a cleaning company, what is? Good question. Glad I asked it for you. The major cost of any cleaning business is time; the next major cost is effort. The old adage “time is money” applies doubly to effortintensive janitorial work. Efficiency cuts the cost of labor, saving real dollars that can be reinvested in the company, or taken out as wages. Thus, time is directly related to effort: the less time and effort required doing the job, the more money can be made – time really is money. eClean Magazine

The Tailoring Approach

Although my husband-wife cleaning team understood about applying effort to get the job done, it came as a surprise when I began to ask seemingly unimportant questions revolving around how they spend their time on the job. I call it the “Tailoring Approach.” Every cleaning company is different right down to the amount of elbow grease used to achieve results. For instance, I would never hand a 64” long mop handle with a 32 oz. industrial cotton mop head to a lady that is only 5’2” tall and weighs less than a squirrel.

Once the mop absorbs over six pounds of liquid, it would work her near to death! She might injure her back and be unable to work at all. A wrong choice in a simple mop setup could actually cause this business to close! I’ve seen this happen. Just as everyone has a unique fingerprint, so cleaning contractors have different equipment needs. Therefore, effort can become a major cost of doing business if the wrong cleaning equipment and eClean Magazine

supplies are chosen. A few weeks ago one of my local churches hired a contractor to strip and wax a 7200 square foot gym. This was the contractor’s first job. He offered the lowest price over others. Although he had years of experience with a local school district, he owned no equipment. So, the church let him use their 20-inch rotary floor machine, wet vacuum and mopping equipment. The church purchased the materials – over $1000 worth of stripper, gym floor finish, stripping pads, and mops. In other words, the church was only paying labor costs to the contractor.

Witnesses claim that the job was a fiasco from the start. The contractor brought in three helpers who worked like gangbusters. Despite their best efforts it seemed that they simply could not get all the old finish off the floor. After a marathon 32 hours, day and night, the contractor and his helpers disappeared, leaving behind an unfinished mess. They had not been paid; bit off more than they could chew evidently. The church had to hire another contractor to do it all over again. This scenario could have been a success except for a misunderstanding on the part of the new contractor concerning the amount 27

of time and effort it would take to do the job with the equipment at hand. With a bit of equipment tailoring and a better stripper, this contractor could have been successful. I hear about situations like this several times each year. Time and Effort are costs not to be sneezed at, and completely beyond mere money. The fact is anyone with a few bucks, a rag, soap, and a trigger sprayer can get started in the cleaning biz, but the hard part is keeping the company going. Matching products to the crew and the job type is paramount. Rather than searching for the cheapest products, an adjustment in buying habits needs to be considered. Since the real savings comes from reducing the amount of time and effort used to complete a cleaning job, picking equipment and materials to suit the situation would be the wise move. Sure, supply costs are important, but not nearly to the same extent. Using the gym scenario as an example, we can easily determine how best to handle the account: FACTS: We know the size of the gym is 7200 square feet. Our proven floor stripper covers 3600 square feet per gallon diluted according to directions. The floor finish itself covers 1200 square feet per gallon. A 175 RPM rotary scrubbing machine covers about 1500 square feet per hour when used for stripping. The church agreed to pay for the chemicals and allow the use of church-owned equipment. Cost of materials: about $1000. ORIGINAL ISSUE: Four men using church equipment spent a total of 32 hours stripping the 7200-square-foot gym. During this stretch one man ran the 175 RPM rotary machine while the other three used mops to sop up old wax, stripper, and water. This meant a whole lot of shuffling of fresh water. Because the procedure was unsatisfactorily slow, the contractor began to rush. Conservatively speaking, the contractor went in the hole just over $1425 after labor costs were tallied. Remember, he was not paid in advance. TWO-MAN SOLUTION: Since two working days were available, or 16 normal work hours, the stripping and waxing procedure needed 28

to be expedited. The only way to have done this would have been to rent or purchase equipment designed to handle the 7200 square foot size. Since this contractor was brand new, I suspect rental would have been the proper route to consider. PERSON #1: This person runs a rented 20â&#x20AC;? 175 RPM Automatic Walk-Behind Scrubber (about $100 per day). This machine will apply the stripper solution, scrub the floor, and vacuum up the liquid. A typical gym usually takes about five hours to strip this way. The machine will then be cleaned thoroughly and refilled with clear water. It can be used to rinse the floor prior to applying floor finish. This takes about two hours. I always recommend doubling the expected time in this case unforeseen issues occur. Here a two-day rental would have been appropriate. Cost: $200. PERSON #2: This person uses the churchâ&#x20AC;&#x2122;s smaller side-to-side machine for stripping tight areas. He also mops up wherever the larger auto-scrubber cannot fit. If any areas require more scrubbing time, he can concentrate on those areas while Person #1 continues to work the rest of the floor. For the most part, the auto-scrubber handles the major floor area.

BOTH PEOPLE: Visual inspections must be performed to insure that all old floor finish and stripping solution are completely removed from the floor. Person #1 then uses a rented Finish Applicator machine (about $50 per day) made for large floor areas. These machines can usually lay a coat of finish in about 20 minutes on a 7200 square foot floor. The labor time to lay finish on the gym would be about an hour, although drying time must be included.

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Most finishes will dry in 30 minutes, so that’s another 1.5 hours. So, total labor time for applying finish is about 2.5 hours. Person #2 acts as a spotter in case streaks or missed spots occur. He or she also uses smaller tools like a mop or 18” wax applicator to catch tight areas or minor misses. Cost: $50 rental. TOTAL JOB COST: Assuming a high labor salary of $15.63/hour for both workers, and a total number of hours in this scenario of 8.5 hours, that’s $265.71. Add in the cost of rental machines and you get $515.71, the contractor’s cost of labor and equipment. I always add in 10% overage just in case of unforeseen material usage, so the final job cost of labor and equipment would be about $567.28. Add in the church’s material purchase of about $1000 and you get $1567.28. Divide $1567.28 by the square footage of 7200 and the cost per square foot to totally strip and refinish the gym is just under 22 cents. Research shows that this type of job brings between 18 and 26 cents per square foot, so this would have been a good estimate. Creating a job cost analysis like this one is perhaps the most important way a cleaning contractor has of predicting what should be quoted for a job. Note that it is imperative to match the equipment to the job. The job includes the labor force. In the above scenario, we cut two laborers, paid a high hourly rate, and brought in the completed job in less time that allotted. Of course, all this may seem like fiction; therefore, I challenge you to do the figures yourself. You’ll find that Time really is Money – and you can make more of both. One more thing to consider when it comes to cutting time and effort is that a good janitorial supply company can be your greatest ally. Folks like me that back our products with our reputation are good resources on time studies, especially concerning machinery, equipment, and detergents. I leave the labor to you, since that’s a personal question. When you walk in the door, refrain from asking how much it will cost to get in the biz. Instead, prepare the details of your envisioned company by creating a business plan so when you do visit your janitorial supply company you may ask, “How can I reduce my costs of cleaning?” eClean Magazine

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Mfr. of World Class Industrial & Commercial Cleaning & Storage Products, including surface spinners, vacuum systems, undercarriage cleaners, hose reels & more. Custom designs available. 800-447-3924

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Southside Equipment multi-line power equipment distributor. Pressure cleaning equipment, waste water recovery & recycling, generators & cleaning chemicals. Quality products & impeccable service. 888-243-6506 To Advertise in our New Classifieds Section Contact Allison Hester at allison@ecleanmag.com 29

Persistence Pays Off

by Tom Grandy, Grandy & Associates

Many years ago I worked for a boss who would occasionally ask me questions that he already knew the answers to. Why? He wanted to know if I knew the answer. A couple years ago I started asking contractors in my seminars a a bit different. The average salesperson closes question. Like my old boss, I thought I knew the 25-30% of their sales at the conclusion of the answer to the question before I asked it. I was initial presentation, so in that area we are a bit wrong! The simple question involved how many times better that “all salespeople.” However, based on my class question, and 26 years of working the contractor called back after providing the customer with a written quote for replacing their with contractors, we are not all that different than others when it comes to follow up. equipment. The first year or two I would ask, You have all attended marketing classes, “How many in the class contact the customer so you know the cost of creating a lead is very five or more times after providing the quote?” expensive. Some contractors’ only marketing Very few hands went up. “How about four investment is the yellow pages. If that is you, times?” Another hand or two went up. Today sign up for a marketing class ASAP. I frame the question a bit differently. Today I On the other end of the spectrum, I just ask, “How many of you make one or more follow completed a Company Overview with a up contacts with the customer after having contractor who had “budgeted” a bit more provided them with a written quote?” To my than $950,000 over the coming 12months continued surprise, less than 25% of the class for marketing. He does about $11,000,000 in calls back ... even once! Wow, that’s scary. gross sales, so that means 8.6% of his gross I recently read that 80% of all salespeople income is budgeted for marketing. Notice I NEVER call back after having provided the said he “budgeted” those dollars. Translated, customer with a written quote. That, at least that means he had solid plans concerning how to me, is an amazing statistic. Please write he was going to market his company over the this down, put a sticky note on your sales coming months AND those dollars were part of pad, and stencil this on the back of your wrist: his budget. Therefore, it was included in part Persistence = Sales of his hourly rate. Remember, the customer Persistence is the key to sales. Want to hear pays for everything -- it’s all ground into (or another statistic from the same source? Seventy should be) the hourly rate you end up charging percent -- yes 70% -- of all sales are made the customer. after the fifth contact with the customer. To be Yes, I am a bit off-topic here, but the point honest, the statistics I am quoting apply to all is easily made. A well-run company spends sales people in all professions. Our profession is 30 eClean Magazine

a lot of money generating a lead. You made the investment, you have the lead, and the presentation has been made. Doesn’t it make sense to follow up with the customer? Just closing one or two more leads per month can make a huge difference in the company’s overall gross sales. Do the math for your company, the numbers may surprise you. More than 26 years ago, before I founded Grandy & Associates, I was the general manager of a service company. I cannot tell you how many salespeople spent anywhere from 15 minutes to an hour or more in my office telling me about the product and/ or service they offered. The irony is this: I actually would have purchased many of the products and services they offered but ... they NEVER called back! Did you hear what I said? I would have purchased their product or service, but they never called back. Your potential customer is about to hundreds or thousands of dollars for cleaning services. Sure, 25% will decide on the spot. But what about the other 75%? They need time to think about it, discuss it with their spouse, or perhaps look around a bit more before they make their final decision. What if the customer was you? You just had presentations from three contractors. Two contractors never called back while the third called back routinely (in a gentle, friendly, non-pressure way). What are each telling you, without saying it? As a consumer the two that don’t call back are either telling me they are not really interested in my business and/or they are saying they are too busy to do my work. Besides that, I am thinking to myself, “If they won’t take the time to call back, what’s the probability they will show up if they did get the job?” Bottom line, you think they don’t care about having my business. The third contractor “must” want my business because he or she continues to follow up. Assuming the customer really wants the work done, which contractor do you think the customer will choose? Which would you choose? We have an unwritten rule in our company when it comes to following up on leads. We call back, call back and then call back again. eClean Magazine

Eventually one of two things will happen. The contractor and/or organization will either schedule a seminar and/or consulting project, or they will tell us they are not interested. Either answer is fine. The amazing thing, in our case, is that 90 percent of our work is actually scheduled when we call back. Less than 10 percent actually call back to say they want to schedule a program. By the way, it is typically six months to two years before the decision to use us is made. Get the point? Keep one simple fact in mind. Neither our company, nor yours, is usually the number one priority in the customer’s life. If the customer is not called back (your initiative) they will soon forget about you. The key to sales is persistence. This article was brought to you by Grandy & Associates. If you are seriosu about runninga profitable business, go to www.Gr andy Associates.com or contact them by phone at 800-432-7963.

Leadership Means High Ethical Standards

by Joe Scarlett, Founder of the Scarlett Leadership

ressures to excel in business come from everywhere and from time to time, some of our business leaders find it expedient to take shortcuts that are unethical – and potentially even illegal. Moving down this path inevitably leads to disaster. They all get caught sooner or later – usually sooner.

irst rate leaders do not bend in the face of temptation to take shortcuts. In my 40-plus years in business – including more than a decade as the CEO of a public company – it has never been clearer that ethical leadership is the only path to long-term success.

Business leaders are frequently critical of the media for focusing on negative news that so often makes us look so bad in the eyes of the public. We should come to the reality that without the media putting the bad news in our face so frequently, we sure would not be as focused today on raising the bar on business ethics. Negative publicity has a way of inspiring us to strive for improvements that will keep us off the front pages. Hence, I have a feeling there is a growing movement among business leaders to achieve higher levels of integrity.

Pressures to excel in business come from many sources – from bosses, stockholders, competitors and even from competitive peers inside the organization.

Good leaders embrace the highest level of ethical behavior. 32

It is easy to be pushed or push yourself into making a “panic decision.” It is easy to blame someone for dropping the ball and then firing that person without really understanding the facts. My experience is that almost everyone strives to do the job well.

When something goes wrong, our ethical obligation is to understand the facts.

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n most cases, a clear understanding of the facts coupled with good coaching by leadership provides the best results. Employees learn every day on the job and leaders are frequently too quick to let that knowledge go elsewhere.

Leadership Means High Ethical Standards

Pressures to take shortcuts are often selfinitiated in a quest to show results or by an ambition to get ahead. A little shortcut when bending this rule or exaggerating something else or making a small adjustment seems so minor the first time. But over a longer period, the little rule benders grow and before you know it, you are trapped by your own web. You always get caught – by the accountants, the auditors, and the security people or, most likely, you get turned in by your co-worker who has at least a slightly higher sense of integrity.

Some of our leaders can become overconfident to the point that they begin to believe that they “know it all.” They begin to see in their own results a sense of infallibility and then make decisions on that basis. Over time, they become more and more isolated because they don’t listen. Separated from reality, these leaders have it all come falling down when they are forced to face reality – a reality that usually results in a personal crisis.

Business leaders have an obligation to their constituents to operate in a way that is right and just for all.

f behavior is unethical, business relationships deteriorate and in the long term all will go bad. It is incumbent on our business leaders to act in an ethical way and continually talk about the importance of ethics in the business world. We – i.e., our community and our nation – need a passionate drive to rebuild the ethical leadership skills of our managers and executives. We need a drive to raise the ethical bar for business leaders. The United States eClean Magazine

sets the world standard for ethical business leadership. It is time for reawakening. Or, more likely, we are in the midst of that reawakening. First-rate business leaders set the direction, set the moral compass and do everything possible to assure the success of the leadership team and the entire organization.

The really good business leaders act personally and professionally with the highest degree of integrity because they know that is the only path to long term success.

t is very simple. Violate the basic rules of business integrity and conduct and you lose! There is absolutely no room for a lack of ethics among any of our leaders.

Joe Scarlett is the retired chairman of Tractor Supply Company and the founder of the Scarlett Leadership Institute. He can be reached at joe@ scarlettleadership.com. 34

Building Your Sales Foundation

by April Dodson, Bidslot Marketing & Answerworx Have you ever had someone convince you to buy something you knew you’d never use? I LOVE IT! How do they do that? Did you want to buy anything else from them? Did you have a good relationship with them? These are some questions that come up when you think about what echniques your sales team should use. The foundations of most modern sales techniques lie in five stages of action: Attention: You have to get the attention of your prospect through some advertising or prospecting method. Interest: Build their interest by using an emotional appeal such as how good they will look to their boss when they make this deal that will save the company thousands of dollars. Desire: Build their desire for your service/ product by showing them its features and letting them sample or test-drive it. A demo. Conviction: Increase their desire for your product by statistically proving the worth of your product. Compare it to its competitors. Use testimonials from happy customers. Action: Encourage the prospect to act. This is your closing. Ask for the order. If they object, address their objections. Always think of rebuttals and know your rebuttals before you ask for the sale. If you’re in a consulting or service-oriented business, you know that it’s going to require a relationship building process, but a service/ product sales environment may require the same thing. The art of selling is not as straight forward as you may think. If you haven’t been out there and sold before (as many new business owners haven’t), then you need to mimic what has been proven to work. My best advice to you – if you really want to get good at selling – is to “shadow” somebody who is good at closing. Watch. Listen. Sense what’s going on. Then afterwards, ask what was going through that person’s mind when they moved to each stage of the sale. eClean Magazine

Then, when you’re in similar situations, think “what would she do?” If you can emulate the thought process, it’s easy to emulate the behavior. You’d be surprised how much can be absorbed, and how quickly, using this method. I have done what I describe above and have proven it successful time and time again. April Dodson is the entrepreneur, marketer, and inventor who founded BidSlot Marketing, a leader in in bid appoinment setting. Because of BidSlot, April Dodson also partnered in an answering service called Answerworx, where her team is daily relaying accurate messages at an affordable price to service professionals. April also owns a commercial kitchen exhaust cleaning company. To find out more about April Dodson, visit Facebook, Twitter or Linkedin.

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