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Summer
2004 - Article 1
Selling
Floor Care
Systems Approach Leads to
Long-Term Customer
It is easy
to get caught in the "lowest price game" when selling floor
care chemicals. Instead of focusing on total cost and safety, the end-user
often asks for product based solely on price. And, while you may make
a short-term sale, this end-user will always buy on price - most likely
from your competitor the next time.
A
better approach is to sell the advantages of using a complete floor
care system. School districts are good targets for this approach since
many base purchasing on lowest price. We have found that school districts
that look at total cost, not just price per gallon, end up becoming
long-term, satisfied customers. By adopting our system, they find the
following:
-
Compatibility - All the products including finishes, strippers,
cleaners and restorers work together and complement each other, resulting
in clean, safe, shiny floors.
- Safety
- Essential provides UL slip resistance across its entire product
line - not just finishes. This greatly reduces liability to school
districts.
- Value
Add - Providing value-added benefits (that aren't available with
extremely low margin sales) such as product demonstrations, training
workshops, seminars, technical troubleshooting and 24-hour on-call
technical assistance.
- Reduced
Stripping - This is a critical cost savings advantage that Essential
offers. Many of our finishes eliminate complete summer "strip-outs"
because they are durable, repairable and resist dirt penetration.
Some facilities may go three or more years without stripping classrooms
and hallways.
- Floor
Finish Performance - This ties into number four. The non-yellowing
appearance and durability of our products allows schools to use a
top scrub/recoat approach (6 - 8 coats) so floors can be deep-scrubbed
and refinished to their original look.
The
above approach will prove that total cost is more important than price
per gallon. By adopting this deeper sales approach, you're much more
likely to create a loyal, long-term customer.
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