By Steve Ashkin, The Ashkin Group

The news about the economy is everywhere - and unfortunately it's generally been bad. And as much as I feel the need to "cheerlead" and put a positive spin on the Green Cleaning Movement, I also think it is important for us to be pragmatic about what’s going on. And while I truly believe that these times are actually a good opportunity for the Green Cleaning Movement, I need you to help keep the Movement going.

As I have talked and written about in recent issues of DestinationGreen, as well as other articles and interviews for both the trade and consumer media - Green Cleaning can continue to accelerate during these tough economic times because it becomes a superior option due of its "cost neutrality" compared to other opportunities that require significant upfront investment capital (e.g. solar panels, green roofs, adding insulation, replacing the HVAC system, automating building controls, etc.).

But the reason I need your help is that I fear that our message is not being heard.

A perfect example is included in this issue of DestinationGreen titled "Green hits red light with cash-strapped consumers". This article describes the woes of retailers such as those selling hybrid cars, solar panels, etc. who are now finding it difficult to sell green products because consumers are struggling just to pay their mortgage and put food on the table. But consumers are not hearing the complete story.

Unfortunately the media (especially general consumer media) tend to overly generalize which is not unusual in a short newspaper story or TV spot. As a result, we must help "consumers" especially those who buy commercial, institutional and industrial cleaning products and services to be more discerning and not be overly influenced by these negative news accounts - however true they may be for the average homeowner.

We need to help our customers and prospects understand that while products and opportunities that require even minimal upfront financial investments may be delayed due to these difficult economic times, but there are other opportunities such as many of the components of Green Cleaning which do NOT require a large upfront investment.

We must advocate, promote, fight, yell, scream and do whatever we can to make the discussion about CHOICES. Yes, those that require significant upfront investments are likely and perhaps even necessary to be delayed. However it is a GOOD business decision to do those things that do NOT require this investment - and these opportunities exist especially with Green Cleaning.

We must do everything we can to prevent this generalizing to create yet another excuse for our customers to do nothing. We must do everything possible to make sure that cleaning in general, and Green Cleaning in particular isn't once again taken for granted and looked at only as an "expense" that simply needs to be reduced.

As you know, cleaning is incredibly important to help our customers achieve their organizations mission whether it is to educate kids in schools & universities, heal the sick in our healthcare facilities or improve performance and productivity in our office buildings. Because without proper cleaning to protect the health of building occupants - our customers and their entire organization will suffer.

And for those customers and prospects who have committed to green and sustainability, it is your voice that must cut through the noise. Please be heard. Green Cleaning is an excellent opportunity to demonstrate an organizations ongoing commitment to green and sustainability - perhaps now more than ever.

This more than ever is a time when I need your help "selling" Green Cleaning. So use a "repositioning" strategy to "position" other green options as those that are too expensive at this time. And then "position" Green Cleaning as the right option at the right time!

We all have a lot invested and only together can we keep the momentum going --- not only now but throughout 2009. Together we can make a difference.

Good selling!

Steve

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About the Author:

A 25+ year veteran of the cleaning industry, Stephen Ashkin is the author of Green Cleaning for Dummies and a tireless advocate for environmentally preferable cleaning products. Often referred to as the “father of green cleaning,” Ashkin has played a pivotal role in setting industry standards, promoting environmentally preferable products, and advocating for socially responsible practices.

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