By Jeff Cross, Executive Editor, Cleanfax

I think most of us have played or heard of the “Six Degrees of Kevin Bacon” game where one is challenged to find the shortest path from any Hollywood actor to Kevin Bacon within six steps. I’ve tried it. It’s impossible to find someone more than six actors away from good old Kevin.

If you are confused because you have never played, let me simplify. Your goal is to name a string of actors from the first one that starts the game, all the way to Kevin Bacon. Each actor must have worked in a movie with another to move forward.

Stop scratching your head, wondering where I’m getting at. I think you see the angle… each one of your customers knows someone else, who knows someone else… basically, you can reach a lot of people from just one contact, one happy customer.

But it shouldn’t happen by default.

Shrinking degrees

While the old six degree game might be interesting, it seems that with communications the way they are today, it is outdated data.

I found one source that indicates it might be closer to five degrees of separation, the number of links from one random person to another. Wait a second. I just Googled it. I found another source that says it is really closer to four degrees of separation. Here’s a quote from an article by The New York Times: “Using data on the links among 721 million Facebook users, a team of scientists discovered that the average number of acquaintances separating any two people in the United States was 4.37.”

I imagine if you went to Google you would find even a smaller degree of separation number, by another team of analytical scientists, but we better just go with four to make it simple and get this article over with before you fall any more asleep than you already have.

In your local marketplace, this number is probably even smaller. It has to be. People know other people. They connect easily on social media. If you have a customer who works at an office, and let’s say there are 50 employees, your customer will be connected to a handful of them, and the spider web just grows from there.

So are you using social media to take advantage of these shrinking degrees of separation?

Many wonder what they can do with their favorite social media platform in order to get more customers. Don’t make the mistake of just posting stuff. Be engaging.

Try just this one thing: Create a Facebook contest. Take a picture of a neat building, or a nice lobby in a local hotel, something you can post and people can identify the location. Make a nice, worthwhile prize package for the winner.

What will be the result? People love contests. They will talk about it, especially the winner — that is, if the prize is worth talking about. And since your customer knows someone else, who knows someone else… well, you get the picture.

By Jeff Cross, Executive Editor, Cleanfax

Recently, I wrote about how it would be smart to concentrate your marketing to a younger group, AKA Generation Y, the “Millennials.” After all, the older generations — like the Baby Boomers — have the money right now but that won’t always be the case. Gen Y is now the largest group of people on the planet. You can’t ignore them.

All of this got me investigating and doing more research. Here is partly what I found.

Forbes magazine had something interesting to say: “Many brands continue to push traditional life markers such as getting married, buying a home and starting a family, because that’s what drove older generations’ purchasing habits. According to a recent CEB Iconoculture report, Inside the Millennial Mind, these brands are completely missing the point. Millennials are buying, they’re just buying differently — and, more importantly, they aren’t going to change any time soon.”

And more… you may not believe these statistics, so do your own research…

According to Javelin Strategy and Research:

• Gen Y income will exceed that of Baby Boomers by 2015.
• By 2020, its income is projected to exceed that of both Baby Boomers and Gen X.
• By 2025, Gen Y’s combined income is expected to account for 46 percent of the nation’s income.
• Gen Y consumer spending is expected to grow to $1.4 trillion annually and represent 30 percent of total retail sales by 2020.

Yes, it’s true that Gen Y might be kind of poor right now, but that’s not going to be the case in just a few short years.

It is time to think about how to market to this group.

How to do it

Just a few years ago, I was told that text message marketing was the future. I didn’t believe it, and most of those who attended my workshops agreed. But we all were the “older ones” and not the up-and-coming younger generation. Text message marketing needs a new, fresh look by you.

You don’t believe in videos? YouTube videos and other platforms are how you reach this group. The younger generation likes videos (and so do the search engines).

Incentives… this means you have to think about how your company treats the environment and social causes. Don’t have a green cleaning program in place? Think again because this may be what helps make the difference in how your company is different from the traditional ones in your own marketplace.

This younger group loves rewards. It might be just a few dollars but it means a lot to them to have some type of reward program. You don’t like offering coupons? Rethink this strategy, as it may make a difference to this group that will soon have a tremendous impact on your bottom line.

Gen Y is also a group of planners. They don’t have the dreams that you and I had. They do their research and purchase based on their research. If your marketing program looks anything like a “gimmick” they will sniff it out and then go somewhere else.

This is a group who lives by the schedule, mainly electronic, and they are comfortable knowing their lives are planned. Make communicating with you easy on them. Don’t make them call you and leave a voice message and then expect you to call back. They probably won’t.

Be a smart entrepreneur. Think about the future, and especially the next generation that will be keeping you in business.

By Jeff Cross, executive editor, Cleanfax

In business building seminars, the topic of the Pareto principle frequently comes up as a topic of discussion.

For those who aren’t familiar with this principle, it is basically the “law of the vital few,” in that most of your income comes from a small percentage of your client base.

Joseph Juran, a business management consultant, suggested the concept and named it after Italian economist Vilfredo Pareto, who noticed more than 100 years ago that 80 percent of the land in Italy was owned by 20 percent of the population. He also noticed that 20 percent of the pea pods in his garden contained 80 percent of the peas. Good info, especially if you like peas.

Both Juran and Pareto have passed away, but their beliefs are still a mainstay in business today. Not just a concept, but a reality for most companies across the globe.

As I was reading one of my favorite news magazines recently, I came across an article that didn’t mention the Pareto principle but some statistics jumped out to me that brought it to mind.

It involved something that I do occasionally, but not nearly enough: Fly first class when traveling by air. The article said that 28 percent of all domestic and international airline revenue came from first and business class seats. But only a mere nine percent of flyers utilized those pricey seats.

The airlines have become lean and mean — there are fewer flights but the ones available are pretty full. Profits have increased because they have dramatically reduced expenses.  

Think of your own client base, and the repeat customers you covet. No doubt you could look at your list and compile about 20 percent who repeat often and don’t try to negotiate your prices and have a large amount of cleaning done each time you go to their home.

What about the other 80 percent? On paper, if you were to “fire” them right now, your income would take a small dip but you would have much more time to target and obtain an “A” list clientele, those potential customers out there that have the money and want top quality service.

Now that you have noticed an irregular heartbeat beating in your neck and maybe you are short of breath with the thought of simply throwing away the vast majority of your client base, you don’t really need to do that. What you should do, though, is analyze your company and track where the money is coming from… and concentrate on increasing growth based on the numbers.

Think about this: What attracts the “A” list type of clientele? What do you do that draws them to your company? The best way to find out is to ask them.

A short survey targeted to that 20 percent who provide you with most of your income can give you a huge amount of information on what you should do next in building your business.

Many forget that the solution to business growth is right there: The client database. You can reach out to your best clientele and get their input. Consider them partners in business development.

Whatever attracted them to your company and motivates them to keep spending money with you is information you must use to keep building your business.

Jeff Cross is the executive editor of Cleanfax and an industry trainer and instructor. He can be reached at [email protected]

By Jeff Cross, Senior Editor, Cleanfax

You all have walked into a home, business or other structure and have been struck smack in the face with an unpleasant odor and wondered how the occupants were able to do anything inside without the aid of a full-face respirator.

Whether removing pet urine odors from carpet, odors from a water damage situation or that unfortunate event in history when you cracked open the lid of the truckmount waste tank… it takes technical skill to know how to use chemistry and technique to remediate malodors.

Let’s look at a few odor situations and some practical tips to help you with your own technical skill.

Porous surfaces

The U.S. Environmental Protection Agency (EPA) doesn’t allow a “disinfection” claim on porous surfaces like carpet, fabric or furniture. They will allow a “sanitize” claim for carpet.

“To properly sanitize a carpet, you must use an EPA-registered product that has the ‘carpet sanitizer’ claim identified on the product label,” according to Jason Capon, the director of marketing and education with Benefect.

According to the EPA, other materials, like furniture and fabrics, can only be “deodorized,” Capon added. The real-world problem exists that once water saturates fabrics, upholstery or carpet, any microorganisms that may be lodged in those fibers can become active.

“It really doesn’t matter if it is bacteria or mold. It replicates quickly and can produce some offensive odors. The longer the material is saturated, of course, the more microorganisms multiply and the stronger the odor becomes,” Capon said. He said to look for a product to use that is labeled to deodorize porous surfaces, and has proven efficacy as well.

“Using an EPA-registered product with the carpet sanitizer and deodorizer claims is an excellent tool for dealing with heavily contaminated contents,” Capon added.

Nancy Ewing, vice president of Anabec Systems, said that using products that are benign and safe — yet extremely strong in attacking the stronger strains of mold or bacteria — is the way to go. “You need to start with a detergent with tremendous contact and penetrating ability,” she said, “and then follow that with a disinfectant that is able to destroy odors from mold and bacteria.”

What about masking deodorizing products, which are popular in the industry today? “You must choose a product that will destroy odors at the source, not just mask them,” Ewing said.

Odors in carpet

Carpet disinfection is essentially a challenge of topography, believes Jeff Heyd, director of sales at Concrobium Professional Restoration Products.

“We’re not dealing with a smooth, hard surface, so even after thorough cleaning, odor-causing bacteria can remain nestled deep in the carpet structure,” Heyd said.

In addition to cleaning and drying of the affected carpet, proper application of the right disinfectant can deal with hidden microorganisms without leaving harmful residue. “Next generation botanical disinfectants don’t require rinsing and offer a much safer toxicity profile than traditional antimicrobial solutions," Heyd stated.

Capon added the following thought to the discussion on carpet deodorizing: “One-step cleaner sanitizer products are a much better choice for carpet cleaning because of how they are formulated to penetrate into, but not bind, with the fibers. It’s the sanitizer’s ability to kill microorganisms, whether bacteria or mold, that will eliminate offensive odors most effectively.”

As we all know, carpet can harbor many odors, and using an enzyme is often a great deodorizing tool.

“A bio-enzymatic liquid is very effective at safely getting to the source of the odor and eliminating it, especially pet and urine stains,” according to Carol Abrahamson, the communications manager at Vaportek.

By first removing as much of the odor source as possible, and then following instructions for a quality bacterial/enzyme product, remaining odor causing bacteria will be broken down.

Problem solved. End of story?

Waste tank woes

Have you ever opened a waste tank in the middle of August and taken a deep breath? If you did, you remember it vividly.

“This same enzyme used in carpet can be used to rid waste tanks of foul odors that may offend customers and technicians, especially in the summer,” Abrahamson said. “Just add a few ounces to your emptied waste tank on Friday and, by Monday, odors will be gone, without causing corrosion or pitting.”

Proper application

No matter which product you choose to use for odor control or disinfecting, it is vital you follow manufacturer recommendations and industry best practices.

“Field employees repeatedly admit to not applying products for the proper amount of time and also not rinsing away the product, as directed on the label,” according to Nicholas Levy, national director of sales for Hygienic Solutions US.

What does this do? It results in eliminating the product’s kill claim. It also likely leaves behind potentially dangerous or corrosive residues. With more products on the market advertising one to three minute kill claims, the ability to disinfect without wasting product is highly increased.

“As I travel the country, training many restoration companies on the use of these high-level disinfection chemicals, I am regularly, without fail, asked about the residual effects,” Levy noted. “Every major infection control organization in the U.S. that I have consulted has the same stance. Simply put, there is not, nor should there be, any residual kill claims to disinfectants.”

This is not to say that some chemicals do not have residual kill claims, Levy added. “It is more of a reference to the fact that after you have applied the products to the surfaces, you have zero control over that surface. As example, if I apply a residual disinfectant to a table, and then that table is cleaned with another product three or four times, exactly how much of my disinfectant is left on the surface?”

Psychological odors

And don’t forget odors your customers detect but you can’t. These can be the cause of many repeat visits or callbacks.

What can you do about these situations?

This may be the time to bring in the masking agents — deodorizing products that add a nice, pleasant scent you can use during cleaning or post cleaning, or when the customer says “What’s that smell?” when there isn’t one there at all.

Jeff Cross is the senior editor of Cleanfax and is an industry trainer and consultant, and offers carpet cleaning and disaster restoration marketing workshops through Totally Booked University (www.TotallyBookedUniversity.com). He also offers IICRC-approved seminars in the categories of carpet cleaning, upholstery cleaning and color repair. Visit his new carpet cleaning and furniture cleaning blog. Contact him at [email protected].

Restoration contractors are just like everyone else: They look to join forces and get some assistance when tough challenges arise.

Sitting alone in an office and facing a formidable foe is one thing. Networking and discussing strategy and then creating a unified front is quite another.  That’s what I observed recently at the Restoration Industry Association's (RIA) 69th annual International Restoration Convention and Industry Expo in Orlando recently.

Some 850 individuals, either trade show attendees, full registrants or exhibitors, were on hand to rub shoulders, shake hands and network. An intelligent group with solving challenges the first thing on their minds.

A common theme among attendees is that business is good, and for some, quite brisk. One issue most have? Too much work. Many would say that’s not a problem, but quite the opposite.

But that’s not all they were discussing.

Uniting an industry

There was plenty of discussion about the RIA’s Restoration Industry Legal Fund (RILF), both in quiet conversation and then publicly during the business meeting Friday morning, April 11.

Incoming RIA President Scott Stamper was quite passionate about the issue of restoration contractors being sued for using technology that requires high heat for drying structures. It’s a patent issue that is slowly plodding along, and if you do restoration work, you know the details.

As Stamper said, small companies under attack are finding it nearly — if not totally — impossible to mount a legal defense because of the tremendous costs of litigation. “Small companies can’t afford to fight,” he told convention attendees, “and they give up. Big ones [companies] pay hundreds of thousands of dollars.”

What’s the solution? Uniting the industry, and part of the process includes the RILF, which is continuously accepting donations to fund the legal defense for restoration contractors.

“When they sue, it’s not about winning. It’s about fear,” Stamper said. “One member company can’t handle it alone.”

At this time, an RIA patent lawsuit in response is at play, so restoration contractors can breathe easy for a little while until that is settled.

It was interesting that a press release was sent to Cleanfax during the RIA convention, exactly about this legal issue and a decision handed down by a U.S. District Judge. Click here to learn more.

This could be the start of better things for the restoration industry.

If you are a restoration contractor, and you want to help with this important legal issue, contact the RIA at [email protected] or call (800) 272-7012.

Today, there are more and more companies entering the marketplace, looking to gain the competitive edge against you.

Wow, that’s depressing. But it doesn’t have to be.

At my Totally Booked University sessions, one activity we engage in to be competitive is to analyze various carpet cleaning and restoration websites. We do some comparisons. We try to learn from what others are doing.

When we put one up on the screen, everyone’s eyes open wide. There is a good reason why I see this response each and every time. Think about it. How did we find those websites to look at? Through an Internet search. They are coming up because they are doing something right.

Isn’t that worth considering? Learning from what others are doing?

It’s how we learn the biggest and best lessons. It’s why we really pay attention to the horror stories others tell us. After all, if you are sitting amongst your peers and someone says, “You know, one time I was cleaning up after this lady died and here is what happened…” you know you perk up, listen and learn from someone else’s experience. You don’t want to make the same mistake. You listen carefully… you apply what you hear… and maybe you don’t make a mistake when you face a similar situation.

What are some of the activities your competition (the successful companies) is doing that you can imitate?

Here are three…

First impressions

It may not be fair, but you only have a few minutes to make or break how a customer will view your company.

Put yourself in your customer’s shoes. If you were looking out the window of your home, and your company sent a truck to do the job, what do your technicians do upon arrival? Is the truck clean? Do they pull up and promptly walk up to the door and cheerfully greet the customer and put the customer at ease?

The very best cleaning and restoration companies realize the first couple of minutes on any job are crucial to growing the business.

Modern marketing

Yes, the proven, most effective way to land the best customers is through referrals, but you can’t rely on that marketing method alone.

Successful companies utilize modern marketing, which means social media and the Internet, to increase their reach into the local marketplace. You need to do that as well. Keep an eye on what companies coming up on the first page of search engines are doing. What is their social media activity?

The best employees

They are your frontline soldiers, the people who control how your customers view your company. If you don’t have the very best team, you won’t gain the competitive edge you desire.

I remember a few weeks ago, speaking to a technician working for a cleaning and restoration company, and the young man piped up and said, “I love my job! Everything I do for our customers is important.” I looked him in the eye to see if he was joking. He was serious.

Wow… nice attitude. Wouldn’t you like to have a team of workers like that?