Selling Green Cleaning requires thoughtful planning & preparation. First of all, you must know your prospect and their expectations. This process provides validation of your program and gaining trust and validation is the goal here--the selling process can be used for other programs you’re trying to promote. Having that mindset will keep you on track to success.

You need to know the answers to some key questions before you proceed:

1. Have they tried in the past to venture into the world of testing & trialing green cleaning products, tools & equipment?

2. Have they been exposed to a complete platform of floor care, carpet care, washroom care and specialty cleaners?

3. How can you add value by highlighting equipment with high filtration, lower decibel levels, lower moisture output and higher productivity to show them that equipment plays a key role in this effort?

Without overwhelming your customer partners with product chemistry data and claims, here is what I have found to be successful in the transitional effort to bridge the gap from those who may be “sitting on the fence”, as it relates to putting your Green program into action:

1. Options:  As a distributor, you should most likely represent 10-25 or more manufacturers who offer a product or service that promotes sustainability, is certified by a 3rd party Eco-Logo organization, or has simply been proven to have a lower overall environmental footprint when used properly. Providing options eliminates “dead-ends” when attempting to find a solution to a cleaning challenge.

2. Preparation:  It’s now time to list those options by providing a mini-folder or binder that contains product data sheets, msd sheets, and information for proper use & care. The goal here is to differentiate between the standard products in use vs. the environmentally preferred option. You can provide a list of references of other businesses or facilities that have transitioned to EP products or equipment. DO NOT limit your recommendations to green chemicals. A complete program must include controlled-use washroom systems, with higher than EPA required recycled & post consumer waste content towel & tissue, and can liners that are either made with post consumer recycled poly or are degradable. Search for other products made with recycled materials so your customers can "close-the-loop" by recycling and using products made with recycled content. 

3. Prove & Demonstrate:  Now its time to roll your sleeves up, after receiving permission, to work with the staff at some level to demonstrate that the product will perform as good or better than traditional products. Without this interaction, all of your efforts may be in vain. This shows you care, you’re committed and you will have the opportunity to put out fires and eliminate the chance that your product will be used on a surface it isn’t designed for or at the wrong strength for the task at hand. 

4.  Implementation: Assuming the options you provided for testing have proven to be successful, proceed with a detailed building audit to determine the dilution-control dispenser option. Do NOT allow the customer to hand-mix their new green cleaners. This will also be a convenient time to assess washroom dispenser needs if that part of your program will be implemented. Schedule your install as soon as possible with your own staff or a fully trained & insured installation contractor. As a valued sales consultant, your time can be better spent prospecting rather than performing installations yourself.

5. Request for an In-Service:  Simply put, this is a major event for any cleaning crew.  They all need to be educated and informed on proper product usage and advised of precautionary measures that need to be taken. For instance, the change to green doesn't mean that proper PPE doesn't need to be worn. An in-service training session tells the “who, what, where, when and why” of your program. It’s also important to provide training material in various translated formats to accommodate the many different ethnic employees involved.

6. Tell the Story: When the green cleaning program is put into place with tremendous success at improving IAQ, and worker and building occupant safety, the world needs to be briefed. By that I mean a communication effort in the form of laminated posters, employee bulletin board announcements, intranet communications etc., that will allow you to tell the general public and the building occupants how their lives will be impacted by your efforts to successfully launch a program that has a positive effect on the them, schools and the environment.

David Hughes, is a 24 year sales consultant with Foley Distributing Corp., in Rutland Vermont. Questions or comments can be emailed to: dhughes@foleydistributing.com

 

 

 

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