1. Conventional Floor Care

2. Floor Care Objectives
Participants will be able to implement a conventional floor care program based on customer equipment, maintenance cycles and customer expectations

3. Key Market Focus
Education
Healthcare
Government

4. Segment Specific Value
90% of cost is Labor
10% (or less) is Supply
7% Chemicals
3% Ancillary Items
Only 3% of what our customers spend maintaining their floors is in the form of chemicals, the way we bring value to our customers is by reducing the other 97% and specifically the 90% spend on labor. With our products and systems we can help our customers to improve labor productivity and improve efficiency.
Just imagine, if our customer spends just $10,000 per year on chemicals and equipment, that means they spend $90,000 on labor. If we can help our customers become more efficient by using our systems they will save thousands of dollars a year.

5. Key Decision Makers What are the key customer requirements
Key Decision Makers What are the key customer requirements? (LTC Example)
Level 1
CORPORATE
Level 2
MANAGERIAL
Level 3
OPERATIONAL
Level 4
CONSUMER
Customer Levels
Ecolab
Director of Environmental Services
Engineer
Dir of Housekeeping (EVS Mgr)
Housekeepers
BSC (Healthcare Services)
Residents
Visitors / Families
Operational Eff. / Cost Mgmt
Brand Image / Litigation
ROI
Operational Efficiency
Product Performance & Usability
Resident Care & Health
Odor & Visual Appearance
Decision Makers and Influencers
Key take aways:
It is important to understand and leverage the key hot buttons for the person your talking to. Depending on their area of responsibility, they may and likely do have different needs.
Find out the needs and determine the best fit (product/service) based on those needs. That’s what you pitch to the customer/decision maker.
Key Customer Requirements

6. Maintenance Cycles Labor: Time in Minutes/1000 Square Feet
Dust
Mop
Damp
Wet
Spray
Buff
High
Speed
Burnish
Scrub
and
Recoat
Strip
Refinish 60
120
180
240
300
Interim
Restorative
Daily
Daily Maintenance
Clean matting
Dust mopping
Wet cleaning
Interim Maintenance
Burnishing
Scrub & recoat
Restorative Maintenance
Strip & refinish

7. Floor Maintenance Cycles Sell the overall program
Multi-cycle program.
You are selling to meet the customer’s needs for
all the cycles, not just
pieces and parts!
Daily
Interim
Restorative
Carpet Maintenance Cycles
Routine procedures are done daily
Having a walk off mat program at all entrances & cleaning them
Vacuuming the foundation to any good carpet maintenance system
Spot removal is done not only daily, but as they occur
Interim procedures (Required because greasy soils glue dirt to carpet)
Surface cleaning methods to keep appearance level high
Encapsulation
Bonnet Cleaning
Restorative procedures
Extraction cleaning, when daily and interim procedures are not returning carpet to like new appearance

8. Daily Maintenance Dust Mop Wet Mop/Autoscrub
Huntolene® Dust Mop Treatment
Wet Mop/Autoscrub
Red Pad
Alkaline cleaner or Neutral cleaner

9. Interim Maintenance Burnishing Scrub & Recoat Champagne pad
Alkaline cleaner
Blue pad
Floor finish

10. How To Identify A Burnisher
Low Speed Machine
High Speed Machine
Electric or Battery

11. Restorative Maintenance
Strip & Recoat
Floor stripper
Baseboard stripper
Black pad
Neutralizer
Floor sealer, if needed
Floor finish

12. This is new and simplified!!
Greatest time
and
labor
savings!
This is new
and simplified!!

13. This is new and simplified!!
More traditional
product
offering
This is new
and simplified!!

14. Daily Maintenance FaciliPro™ Neutral Floor Cleaner
Specially formulated to protect your floors, remove soap film, grease, oil and other common soils
Ideal for cleaning finished and unfinished floors
1-4 oz/Gallon
Same formula as Oasis™ 110G

15. Daily Maintenance Oasis Pro™ 32 Neutral Floor Cleaner
Neutral cleaner for all floor types
Controlled dispensing, no overuse
Reduced packaging waste
Daily – auto-scrub with red pad or wet mop
Scrub & recoat – auto-scrub with blue pad and Bright SpeedTM Alkaline Floor Cleaner
1-6 oz/gallon

16. Daily & Interim Maintenance FaciliPro™ Alkaline Floor Cleaner
Dual-purpose alkaline floor cleaner
Daily cleaning – ¼ oz per gal
Scrub & Recoat – 1 oz per gal
Superior cleaning ability for use on finished floors
Clean, fresh scent
Ultra low foaming technology
Same formula as Bright Speed™

17. Interim Maintenance FaciliPro™ Floor Cleaner & Restorer
Dual purpose, mild alkaline cleaning & refurbishing formulation
Provides superb cleaning performance
Restores shine with burnishing procedures
3-8 oz/gallon
Same formulas as Oasis™ 130 and Quik Fill™ 330

18. Interim Maintenance FaciliPro™ Ultra High Solids Floor Finish
Excellent gloss and durability with fewer coats
3-4 coats of Ultra High Solids = 6 coats of competitive 20% finishes
Superior leveling with Phazer® system and string mop
Greatest labor savings and easy to use
Recommended:
Burnish with battery or electric burnisher and champagne pad
Same formula as MonoStar® and Phazer® MonoStar®

19. Phazer® Mobile Floor Care System
Unused finish stays in bag, minimizing chemicals put into the waste stream
Flexible bag reduces packaging waste
Completely contained system minimizes operator contact with chemicals
Ergonomic design reduces risk of injury from lifting heavy mops

20. Interim Maintenance FaciliPro™ High-Frequency High Solids Floor Finish
High-gloss and exceptionally durable floor finish
Designed for high intensity traffic
Engineered for higher maintenance routines – burnish 4-7 times per week
Recommended:
Burnish with battery or electric burnisher and champagne pad
Same formula as GemStar® Stratus and Phazer® Stratus

21. Interim Maintenance
FaciliPro™ High Speed Medium Frequency Floor Finish
Versatile high gloss 20% finish with excellent durability
Designed for medium-to-low burnishing frequency
Easiest mop-on floor finish in the market
Recommended:
Burnish with battery or electric burnisher and champagne pad OR
Spray buff with low speed machine and red pad
Same formula as GemStar® Laser and Phazer® Medium Frequency

22. Interim Maintenance FaciliPro™ Premium Floor Sealer Finish
Promotes adhesion on porous floor substrates
Maintains durability and gloss
Ideal for terrazzo flooring
Same formula as Taj Mahal and Phazer® Sealer Finish

23. Restorative Maintenance
FaciliPro™ Premium Low Odor Floor Finish Stripper
Best option for greatest time and labor savings
Fewer strip-out passes (1 vs. 2-3 conventional stripper) means less mess/downtime
Low odor-less disruption to staff and customers
Broad dilution range to meet all customers’ needs
Stripping machine with black pad
6-16 oz/gallon
Same formula as Bright Power™

24. Restorative Maintenance
FaciliPro™ Classic Low Odor Floor Finish Stripper
Effective stripper for all applications
Low odor – less disruption to staff and customers
Stripping machine with black pad
8-16 oz/gallon
Same formula as Care Strip L.O.® Floor Finish Stripper

25. Restorative Maintenance Prep Pak™ Neutralizer/Conditioner
Neutralizes the floor after stripping to ensure proper finish adhesion and performance
Removes any alkaline residue left from stripper
Dissolves ice-melt compound
Easy to use portion controlled dissolvable packets
Very cost effective
1 packet / 3-5 gallons

26. Green Floor Care Program
Zinc Free Floor Finish
20% Green Seal™ certified floor finish with excellent detergent resistance
Zinc Free Floor Finish Remover
Green Seal™ certified pH neutral finish remover with low VOC’s and non-corrosive in concentrated form
11 – 22 oz/gallon
Quik Fill® 310 Neutral Cleaner
Green Seal™ certified neutral cleaner that removes grease, oil, and other common soils
½ - 2 oz/gallon
Oasis Pro™ 34G/Oasis 110G Neutral Floor Cleaner
Specially formulated to protect floors
Removes soap film, grease, oil, and other common soils
Ideal for cleaning finished and unfinished marble, vinyl, tile and wood floors
1 – 4 oz/gallon

27. Floor Pads

28. Floor Care Market Share
Conventional Floor Care – 0.9%
Floor Cleaners – 34.5%
Carpet Care – 1.6%
Stone Care – 0%
Concrete – 0%
Laundry – 53.9%
Ware Washing Detergent – 61.6%

29. What’s A Floor Care Account Worth?
Examples by market segments:
Product Category
Hotel
Hospital
LTC
School
Commercial
Health Club
Laundry
$5950
$16,600
$6650
$550
$11463
Hard Floor Care
$1080
$40,592
$4500
$5000
$5240
$1980
Carpet Care
$5688
$2695
$1961
$2058
$12,134
$2954
Housekeeping
$2400
$7500
$3000
$1350
$2900
$1550
Skin Care
$566
$4000
$1050
$1475
$3400
Total
$15,684
$67,387
$20,111
$10,008
$21,749
$21,347

30. H.E.L.P. Worksheet
Pick a prospect in your territory, using the H.E.L.P. worksheet as a guide you will build a presentation for that prospect for a conventional floor care program
Write down your “Hello” step on the H.E.L.P. worksheet exactly like you will say it with this prospect

31. “H” Is For Hello Greet the customer and ask if you can H.E.L.P.
3 objectives
I need to introduce Who I am
I need to identify Why I am there
To gain permission to do a survey
I need to advise the prospect that I am there to see if and how I can H.E.L.P.
Most critical part of the call
Have the participants write down their own HELLO step
Review the slide and explain that at this point, all of the techniques and skills we have reviewed should be incorporated whenever a participant is called on or involved in a role play.
For example you should be listening, reading your customer, using appropriate language and developing any of the intelligences or skills.
At this point the trainers may wish to demonstrate the process to avoid confusion
Break the participants into two groups, number them 1’s and 2’s. Have the 1’s form a circle in the room, facing inward. Have the 2’s form an inner circle facing outward, paired up with a 1. Tell the group they have 30 seconds to practice their hello step, for the 1st 30 seconds, the 1’s will be the salesperson and the 2’s will be the customer, after 30 seconds, switch roles, the 1’s become the customer and the 2’s become the salesperson. When that is complete, have all the 2’s rotate one person clockwise and repeat the process. Continue doing this until everyone has practiced their HELLO step several times.
Have everyone sit down and debrief the activity, what worked, what didn’t, give the participants a few minutes to revise their HELLO phase.
Read or Paraphrase the following:
This is going to be a pretty fast paced activity once we get started.
First of all we will need to prepare.
Based on the demonstration we did, everyone should prepare a few different approaches that accomplish the objectives of the Hello step.
Using the notes on developing telephone scripts put together a script that can be used for most customers, this way you can change a word here or there as needed based on your scenario.
Your referral or distributor call can very logically be an outgrowth of your basic opening. Begin to condition yourself to make dialog changes based on need. Spontaneity, and your ability to shift gears will become easier the more you practice.
Don’t worry about making mistakes this is practice.
Be prepared to explain what and why you did what you did when the whistle blows, also be prepared to volunteer.
You have 10 minutes to prepare, then its action time.

32. “H” Is For Hello Example:

33. Observe And Assess Transition statement to get from Hello to Educate:
“Do you mind if I ask you a few questions about your operation?”
Qualify and Establish needs.
Survey the customer or prospect’s operation to figure out how you and Ecolab can help.
Ask questions and uncover needs
Listen actively
Help the prospect realize the need

34. Educate
The reason you ask questions and survey the prospect’s operations is to:
Establish Ecolab’s and your expertise and differentiation
Uncover needs by observation
Understand prospect’s operation
Create dialogue between you and the prospect about their facility
The more (facts) you know the easier it is to see your program

35. “E” Is For Educate Additional questions:
Do you outsource? If so, who do you use?
What Distributor do you use? How do they assist with your training?
Are you willing to share any information about your monthly budget for floor care?
Write down 3 qualifying questions to ask your prospect

36. Agreement On Need Statement
“If I understand you correctly you would like a program that will...(list 3 areas of need), is that correct?”
You must obtain the agreement on need before preceding to the next step of the sales process
If the answer is “no”... go back and ask more questions to uncover the customer’s true areas of need
This is a great transition statement that helps move you through the call process, it recaps the glaring needs of the customer and helps them to agree they have a problem and need your help.
The agreement on need statement is like a stop sign, you can’t procede until the customer sees they need your help.
Example – If I understand you correctly, you would like a floor care program that reduces scrub and recoat frequency, reduces overall cost and provides a bright, shiny floor, is that correct?
If the customer agrees with your statement, move onto presenting features and benefits of your program. If the customer doesn’t agree with your statement, go back and ask more questions to uncover needs

37. Survey Floor Care Survey Form
Turn to the page in your binder
How to use the survey tool – step by step
Ask permission to obtain a survey
Walk through facility with Director of Housekeeping, floor care technician
Ask questions from survey form
Write down answers on survey form
Find out what they are currently doing
Uncover needs/challenges
Look in the chemical and equipment closets to determine existing program details
Use competitive cross reference charts when determining product recommendations
Competitive charts are in your Ultimate Impact Launch Kit
Finish selection -two basic questions:
How often do you burnish?
What kind of equipment (high or low speed)?

38. Leverage 4 Objectives Establish yourself and Ecolab’s expertise
Review glaring issues
Propose solutions that will benefit the prospect
Close (ask when you can begin to H.E.L.P.)
The purpose of phase 3 is to review facts and findings showing how you can HELP the prospect’s operation.
Bottom Line: Ask when you can HELP and be ready to address objections.
Read or paraphrase the following:
Now you have all this information. Leverage what you know and try to close. Present three glaring issues. Only after you draw and resolve the last “true” objection will you close the sale.
You must give compelling reasons why the prospect should use you and Ecolab and discuss why Ecolab is a good business fit and partner. What is different between Ecolab and its competitors.

39. “L” Is For Leverage
FaciliPro™
FaciliPro™

40. Features And Benefits Feature A Physical characteristic of the product
“FaciliPro™ Ultra High Solids Floor Finish is a 30% solids floor finish…
Benefit
How the feature will help the customer
…which means it will improve productivity, reduce labor, and lower overall cost”
Most effective to explain features and benefits during product demonstration, because you are identifying why the product is so effective
Explain best practices for procedures to use
What are your customer’s metrics?
Cost comparisons (labor, time, waste, other)
Visual (before and after pictures)
Soil buildup
Gloss level expected
Explain the difference between features and benefits, and the importance of using features of a product or program to sell

41. Competition – Charts In Your Binder

42. Competitors – Strengths & Weaknesses
Group Discussion:
Who are the main competitors? JD
Butchers
Betco
Hillyard
Others
Who are their distributors?
What are their points of differentiation?
What are their weakest points?
What information is available today?
What is a good process to gather this? FTMs, DSDMs?
Please send information to Marketing so we can start building reference library.

43. Ask For The Business
“If I can provide you with a program that will improve guest satisfaction, reduce overall costs and improve labor productivity, do you see any reason why we shouldn’t get started as soon as possible?”
A “No” is really a “Yes”
Leaves the conversation open for more discussion
Write out your closing statement on your H.E.L.P. worksheet
You need a closing statement and this one is perfect. It does a couple of things for us:
We are conditioned from birth to say “no” to sales people, why not ask for the business in a way that is comfortable for the prospect? We want him or her to say “NO”
This closing statement also leaves the conversation open for more discussion if they do have an objection. You are asking if they have a reason not to buy from you, if they say “Yes”, the next logical question for you is “would you mind telling me what that reason is”

44. Asking For The Business…
The shine factor – Dealing with the question “How will it hold up?”
Set a firm deadline on the trial completion date
Write that deadline into the service report
Add a reminder to your schedule to follow up
ASK FOR THE ORDER!
Sell the complete package of all the products (Daily, Interim and Restorative) – not just one specific product
“If I can provide you with a program that will improve guest satisfaction, reduce overall costs and improve labor productivity, do you see any reason why we shouldn’t get started as soon as possible?”
A “No” is really a “Yes”
Leaves the conversation open for more discussion
Write out your closing statement on your H.E.L.P. worksheet

45. “P” Is For Prove

46. Conventional Floor Care Demo Do’s and Don’ts
Demo Area Selection
Avoid problem areas such as hallways off of loading docks or entranceways to the outside. If the customer insists on that area, then be persistent in requesting a second area off the beaten path.
Demo Duration
Determine ahead of time the frequency of their scrub and recoats as well as strip and refinish. If a hot button objective for the customer is to lengthen the time in between these operations, then set this time with the customer for evaluation of product performance and ask for the order.
Check back frequently to determine that daily maintenance is being performed on the test patch with the recommendations that you made.
Phazer® Mobile Floor Care System
The key to the sale – make sure that you are able to demo the unit with fluidity and speed.
Be proficient with this unit and be sure that you do the first one or two coats to get the point across.
If you’re not proficient with the unit during the demo, then it may be difficult to convince a customer that they can be proficient with it.
Be sure to stick with the method we were all trained with to apply the finish (see Phazer® Application Video for reference).

47. Conventional Floor Demo
Take before and after photos
Pull demo sheets from binder
When checking back on the results, ask people in the facility for their input.
Document all the positive comments for merchandising back to the decision-maker.

48. When The Customer Says “Yes!” Next steps…
Set-up an install date
Set-up a training date on new product and system
Confirm method of delivery
Determine par level
Determine re-order frequency
Repeat orders are incredibly important to receive return on investment of your time