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Selling the Green Bundle

Selling the Green Bundle. Part of the ProTeam Package of Green Cleaning Support Materials. Why?. Differentiate your business Break the “commodity” mold New marketing opportunities Grow your business New customers New business with existing customers Improve profitability

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Selling the Green Bundle

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  1. Selling the Green Bundle Part of the ProTeam Package of Green Cleaning Support Materials

  2. Why? • Differentiate your business • Break the “commodity” mold • New marketing opportunities • Grow your business • New customers • New business with existing customers • Improve profitability • Sell more to current customers • Sell a more profitable mix – the “Green Bundle”

  3. Agenda What is Green Cleaning? Why is it Important? Building the Green Bundle Market Opportunities Typical Objections Final Thoughts

  4. What is Green Cleaning? • Effective cleaning that protects health without harming the environment. • “…products and services that reduce the health and environmental impacts compared to similar products and services used for the same purpose.” • Complete, “bundled” approach • Not just changing a product or two • Includes chemicals, paper, liners, entry mats, equipment, tools… • Includes training, services, support programs, and more

  5. Green vs. Traditional Cleaning

  6. Cleaning as a Commodity • Perception that all cleaning products are the same • Focus on cost reduction • Maintain “acceptable” appearance • Tends to neglect cleaning’s impact on • Indoor air quality • Occupant health & safety • Occupant performance & productivity • The environment as a whole • Distributors compete on cost and terms

  7. Common Misconceptions • Green products are expensive • Green products are not effective • Green cleaning is too complicated • Green Cleaning is a fad – it will pass

  8. In Reality… • Green products are competitively priced • Green products can be more effective and have higher ROI • A good program is easier to monitor, train, and maintain • Green Cleaning is real and here to stay • Over 1000 registered LEED projects (1000 – 2000 unregistered) • Federal Agencies • States • Cities • School Districts • Private Building Owners

  9. Importance of Green Cleaning Cleaning’s Impact on Business Cleaning’s Impact on Education Cleaning’s Impact on Health Care Cleaning’s Impact on Custodians Cleaning’s Impact on the Environment

  10. Cleaning’s Impact on Business • Building Owners & Managers • Complaints • Tenant retention • Profitability • Building Tenants & Occupants • Productivity • Litigation • Marketing

  11. Cleaning’s Impact on Education • Children are not simply miniature adults • Indoor air 2 -5 times as polluted as outdoor • Asthma incidences riding dramatically • 160% increase in children under 5 years old • 4.8 million children affected • 14 million missed school days • Cancers • #1 disease related cause of death in children • 8,500 children diagnosed with cancer every year • Impacts teachers and staff as well as children

  12. Cleaning’s Impact on Education If children are sick in class or too sick to attend class… How will they learn? If teachers and staff are sick during the day or too sick to report… How will they teach?

  13. Cleaning’s Impact on Education • Creating a better learning environment • Improvements on standardized test scores • Charles Young Elementary School • Battling the budget cuts • Documented improvement program • Documented results

  14. Cleaning’s Impact on Health Care • Nursing Homes & Assisted Living • 3,350,000 residents • 2,000,000 full & part time staff • Hospitals • 660,000 patients per day • 4,535,000 FTE staff • 100,000 hospital trainees • Countless visitors • Many of these people are exposed 24 hours per day

  15. Cleaning’s Impact on Health Care • Many patients suffer with compromised immune systems • Difficult to isolate patients & staff from cleaning functions • One key issue – nosocomial infections • Approximately 2,000,000 patients acquire these infections annually • Over 70,000 result in death every year • Approximately one-third are preventable

  16. Cleaning’s Impact on Custodians • Over 3,000,000 custodians employed in the United States • Workman’s Compensation • Turnover • Hiring • Training • Motivation • Levels of service

  17. Cleaning’s Impact on the Environment • 6 billion pounds of cleaning chemicals • 4.5 billion pounds of paper • 500 million pounds of equipment • 35 billion plastic liners

  18. The Impacts of Cleaning - Summary • Cleaning’s impact felt in 2 ways • The results of the cleaning activity • The effects of the cleaning activity • NOT an indictment of the cleaning industry • Dedicated professionals • Responding to market needs & pressures • The new Green Cleaning market

  19. Building the Green Bundle The Green Bundle Concept Cleaning Chemicals Equipment & Accessories Paper & Liners Entryway Mats

  20. The Green Bundle • Traditional sales approach • Respond to customer request • Sell features, advantages, benefits • Compete on price • The “New” Green customer • Looking for advice & support • Needs complete package – chemicals, equipment, paper, more… • Compete on knowledge & support • The “Experienced” Green customer • Looking for the best tools, products, programs • Compete on service & responsiveness

  21. Choosing Cleaning Chemicals • Work with dedicated suppliers • Concentrated products – closed dispensing systems • General purpose, restroom, carpet, & glass cleaners • Green Seal GS-37 standard • Other typical cleaning chemicals • California Code of Regulations – maximum allowable VOC levels • Floor finishes • Metal free, long lasting – minimize recoating & stripping • Minimize or eliminate burnishing • Green Seal GS-40 standard • Green Seal vs. EPA’s DfE Program

  22. Choosing Equipment • Improve productivity • Enhance ergonomics • Durability, longevity, ROI • Use of post-consumer recycled content • Carts • Mop handles, buckets, wringers • Recycling bins • Replace “traditional” tools • Micro fiber cloths vs. paper wipers • Drain “snake” vs. concentrated, toxic drain opening chemicals

  23. Choosing Equipment • Vacuum cleaners • Ability to capture “local” dirt, dust & contaminants • Ability to retain small particles – filtration system • Ability to maintain power as collector loads • Carpet extractors • Ability to recover water – carpets should dry within 24 hours • Ability to heat water where appropriate • Ability to conserve water • Buffers & burnishers • Active vacuum attachments to capture & retain dust

  24. Choosing Paper Products & Liners • EPA Comprehensive Procurement Guidelines • Bleaching – process chlorine-free • Other “green” opportunities • Using large roll dispensers • Using “hands-free” dispensers • Replacing c-fold towels with roll dispensers

  25. EPA Guidelines

  26. Choosing Entryway Mats • 80 – 90% of all dirt comes in on people’s feet • Grills, grates & mats should be used • At ALL entry points • Inside & outside doors • Be chosen for local conditions • Appropriate length – typically at least 2 steps – 12 feet • Proper & adequate maintenance • Consider total life cycle when choosing matting materials

  27. Selling to the Green Cleaning Market USGBC – LEED Program Commercial Office Buildings The Government Education Systems Health Care Facilities Hospitality Building Service Contractors

  28. US Green Building Council • Mission: To promote buildings that are environmentally responsible, profitable, and healthy places to live and work. • “Certifies” green buildings • 5,000+ “corporate” members • 43 Local Chapters

  29. USGBC – LEED Program • Leadership in Energy and Environmental Design • LEED NC – New Construction • LEED EB – Existing Buildings • LEED CI – Commercial Interiors • Nationally-recognized, voluntary, consensus-based standard for high-performance, sustainable buildings. • Emphasizes key elements of the whole building • Sustainable sites, water and energy efficiency • Materials, resources, and indoor environmental quality.

  30. LEED Projects • 167 Certified Projects • 1,000+ Registered Projects • Federal – GSA, DoD, EPA, USPS, DOI, USDA • States – MO, NY, PA, CA, WI, WA, OR… • Cities – Chicago, LA, NYC, Austin, LV… • Universities – Washington, MIT, Duke, UM… • Schools – Detroit & Seattle Public Schools… • Building Owners – Hines, CB Rich Ellis… • 1,000 – 2,000+ Unregistered Projects

  31. LEED For Existing Buildings • 85 Total Points (Credits) • Certified: 32-39 points • Silver: 40-47 points • Gold: 48-63 points • Platinum: 64+ points • Cleaning Industry Can Deliver 13+ Credits • Sustainable Sites (2) • Water Efficiency • Energy and Atmosphere • Materials and Resources (6) • Indoor Environmental Quality (5) • Innovation Credits (?)

  32. Reduce environmental and health impacts Reduce liability, legal costs and insurance Reduce regulatory and inspection load It’s good for business Improve tenant satisfaction Improve tenant retention Improve productivity Improve “product” quality Improved quality of work life Improve employee retention Not JUST for LEED Credits

  33. Commercial Office Buildings • Focus on “Green” buildings • Public buildings (longevity) • Vulnerable occupants • High profile and Mission • Cost • Products • Procedures • Declining budgets – tie to: • Better productivity • Improved health • Reduced liability • Influencers • USGBC • EPA

  34. Commercial Office Buildings • Green Buildings Affect Productivity • Productivity improvements range from 0.5% to 7%. 2% is generally accepted. • Average cost for space based on cost per salaries and benefits equals $130/sq ft. • 2% improvement equals $2.60/sq ft. • Position cleaning as an investment • Similar to investing in computers or other technologies • Improve productivity and quality.

  35. Government Agencies • FAR Section 23.7 “…consider environmental factors when purchasing products and services • E.O. 13101 Greening the Government Through Waste Prevention, Recycling and Federal Acquisition • E.O. 13148 Greening the Government Through Leadership in Environmental Management • RCRA Section 6002 Comprehensive Procurement Guidelines …recycled content in janitorial items • MOA Aug. 2000. Committee on Purchase, NISH, NIB, DOI, EPA

  36. Educational Systems • Focus on Children • Children are not miniature adults • Student Performance • Charles Young Elementary School • Improvements on Standardized Tests • Creating a better learning environment • Declining budgets – tie to education • Influencers • CHPS • EPA Tools for Schools • PTA/PTO • Healthy Schools Organizations • Unions – NEA & AFT

  37. Charles Young Elementary School 49% 27%

  38. Health Care Facilities • Focus on “Healthcare Without Harm” • Critical, Semi-Critical & Non-Critical Cleaning • Hazardous waste, mercury, recycling • Declining budgets – tie to health outcomes • Influencers • Health Care Without Harm • Hospitals for a Healthy Environment • IEHA, ASHES, EPA • Other

  39. Hospitality • Focus on “green” and upscale facilities • Issues • IAQ (i.e. fragrances) • Residential Issues (i.e. dust mites) • Laundry & Warewashing • Cost • Products • Procedures • Marketing • Influencers • Green Hotel Association • Green Seal • EPA

  40. Building Service Contractors • Focus on cost reduction & competitive advantage • Issues • Workman’s Compensation costs are rising • Cleaning service viewed as a commodity • Require chemicals, dispensers, equipment, paper, more… • Provide leadership, training, support • Influencers • ISSA • USGBC • Green Seal

  41. Typical Objections Does Green Cleaning cost more? What does Green Cleaning mean? Are you saying we’ve been cleaning wrong all this time?

  42. Does Green Cleaning Cost More? • Typically cost neutral • If current systems are meeting standard – may improve costs • If current systems are sub-standard – may increase costs

  43. What Does Green Cleaning Mean? • Effective cleaning • Which protects health • Minimizes environmental impact • Holistic/comprehensive approach • Complete program • Includes products, paper, equipment, procedures, training… • Green Cleaning is NOT just swapping a product or two

  44. Have We Been Cleaning Wrong? • NO! • Green Cleaning simply takes advantage of • New technologies • New Procedures • Allowing us to clean effectively • At a competitive price • Protecting human health • Minimizing environmental impact

  45. Final Thoughts • Green Cleaning can re-establish the value of our industry • Protecting human health • Protecting property • Improving performance & productivity • Protecting the environment • Selling a Green Bundle can help your company • Gain new customers • Increase sales to existing customers • Improve profitability • Make a difference

  46. Selling the Green Bundle Thank You!

  47. © 2005 ProTeam, Inc. All rights reserved. ProTeam The Vacuum Company, Cleaning for Health, and Team Cleaning are registered trademarks of ProTeam, Inc. All other trademarks used are the property of their respective holders. The American Lung Association does not endorse products. This presentation was developed by The Ashkin Group, LLC

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