Selling the Green Bundle

Part of the ProTeam Package of Green Cleaning Support Materials

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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”

Agenda

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

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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

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Green vs. Traditional Cleaning

Green Cleaning Traditional Cleaning

Comprehensive Program Single Products

Focus on Health Focus on Appearance

Focus on People Focus on Cost

Shared Responsibility Suppliers are “Tolerated”

Perceived as Added Value Perceived as a Commodity

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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

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Common Misconceptions

• Green products are expensive

• Green products are not effective

• Green cleaning is too complicated

• Green Cleaning is a fad – it will pass

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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

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

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Cleaning’s Impact on Business

• Building Owners & Managers– Complaints

– Tenant retention

– Profitability

• Building Tenants & Occupants– Productivity

– Litigation

– Marketing

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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

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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?

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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

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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

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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

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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

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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

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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

Building the Green Bundle

• The Green Bundle Concept• Cleaning Chemicals• Equipment & Accessories• Paper & Liners• Entryway Mats

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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

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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

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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

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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

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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

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EPA Guidelines

Item Post-Consumer Fiber % Recycled Fiber %

Toilet Tissue 20 – 60 20 – 100

Paper Towels 40 – 60 40 – 100

Paper Napkins 30 – 60 30 – 100

Facial Tissue 10 – 15 10 – 100

General Purpose Wipes 40 40 – 100

Plastic Liners 10 – 100 10 - 100

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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

Selling to the Green Cleaning Market

• USGBC – LEED Program• Commercial Office Buildings• The Government• Education Systems• Health Care Facilities• Hospitality• Building Service Contractors

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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

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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.

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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

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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 (?)

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Not JUST for LEED Credits

• 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

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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

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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.

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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

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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

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Charles Young Elementary School

• Before Restoration 1996 • Post Restoration 2000

• Attendance • 89% • 93%

• Student health complaints • Frequent • Infrequent-Normal• Very much reduced

• Math Scores Below Basic • 49% • 24%

• Math Scores Basic or Above • 51% • 76%

• Reading Scores Below Basic • 41% • 25%

• Reading Scores Basic or Above • 59% • 75%

49%

27%

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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

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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

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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

Typical Objections

• Does Green Cleaning cost more?

• What does Green Cleaning mean?

• Are you saying we’ve been cleaning wrong all this time?

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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

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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

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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

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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

Selling the Green Bundle

Thank You!

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© 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