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Applying high pressure to boost sales-Closing good deals in cleaning

The interest in productive cleaning equipment is growing in every industry. The combination of rising standards of cleanliness & hygiene and squeezed overheads budgets are compelling companies to rationalise personnel-intensive infrastructure services. This trend opens up sales opportunities for specialised technical services using a range of cleaning products.

The extensive range of products and services offer considerable synergy which is aimed at in equal measure at the initial and follow-up orders received from the customer. The individual sales drivers are as follows:

• High-pressure machines and systems

• Peripheral appliances (dosing pumps, etc.)

• Accessories and special kits

• Cleaning agents and disinfectants

• Spare parts and consumables

• Installation and retrofits

• Servicing and repair

Given the multitude of options, to satisfy demanding business customers the solution must be customised. The course of action is decided by way of competent needs analysis and by presenting coherent arguments about benefits at the negotiating stage.

User engineering consulting

The salesperson’s competence is the sine qua non of sustainable sales success. During the process of business development projects in industry, the sales person will encounter highly qualified contact partners such as maintenance managers, plant engineers and technical managers – and will be confronted with the due diligence purchasing concept whereby processes and resources are selected on the basis on strict criteria as regards clearly defined goals. In addition to the cleaning result, productivity, operating convenience and environmental friendliness must satisfy stringent demands.

Consequently, product know-how that is basically limited to technical data and equipment handling is not enough. To make a promising entrance, the salesperson must know the basics of user engineering. First, the salesperson must be able to gain an insight into the needs in individual cases, as evidenced in the premises to be cleaned, the type of soiling and the standard of hygiene. The optimal work process can then be established during the consultation. The following parameters must be coordinated:

• Jet strength and water temperature

• Spraying distance and angle

• Type and dose of cleaning agent

• Additional equipment (e.g. washing brush)

• Associated works (e.g. pre-spraying)

The key objective in designing the process is to minimise costs. This means scrutinising all aspects of deployment, such as

• Personnel hours

• Use of chemicals

• Wear and tear on accessories and small items of equipment

• (Hot)water and sewerage charges

• Energy requirements

• Waste disposal/treatment

• Maintenance

• Wear and imputed interest charge

• Prior infrastructure work

The main focus is on the top six as listed above that is on direct costs, which are most dependent on the degree of soiling, cleaning intensity and working efficiency.

The salesperson should be able to make expert comments on every item, referring both to the quantity structure in terms of number of units or technical yardsticks, and on amounts of money. Successful sales professionals use their good contacts with key reference customers to discuss the cost profiles of individual cleaning methods and types of equipment. The figures based on practical experience can then be fed into new buyers’ budgetary calculations

Customised Solutions

The details of specification for the investment emerge automatically from the process design. The range of equipment is as varied as the practical applications. The alternatives for potential buyers are established on the basis of the following specifications:

• Mobile/stationary system

• Heated/unheated

• Motor rating, drive energy

• Max. operating pressure

• Max. flow rate

• Functional equipment

• Compatibility with accessories.

The choice is often between a mobile machine and a stationary system. One point in favour of the latter is that it requires less effort to set up. It does not have to be transported between sites of deployment and commissioned or decommissioned each time. The power jet is, as it were, on tap at the place of use. To achieve the maximum effect, several design engineering parameters must be adjusted precisely to the company requirements:

• Installation site of unit

• Number and position of taps

• Decentralised functions (e.g.local cleaning agent dosing)

• End systems (spray wand, nozzle, attachments)

The salesperson must make knowledgeable recommendations for these items, too. They often include semi-stationary installation. Instead of installing a high-pressure network across large areas of the company site, a compact piping system is installed at each of a limited number of places. It has a connecting piece for the mobile pressure washer, which can then serve temporarily as a central unit. This solution is especially useful in transitional zones between areas with different hygiene conditions, for high-pressure coverage over several storeys, and for connecting outdoor areas.

One important control lever of productivity lies in the functional equipment of the end system. For example, a rotary nozzle can be used to combine the contact pressure of a pencil jet with the area contact of a wide-angle jet by in order to achieve the most cost-efficient effectiveness.

A multiple spray lance makes it possible to switch between the two types of jet and a special floor spray lance prevents splashback. A fixed or rotary washing brush on the spray lance enables friction forces to be mobilised. A variety of special equipment such as an automatic hose rewind at centrally supplied taps can make cleaning considerably easier and faster.

In conclusion, the high-pressure cleaning product field has a good deal to offer as regards tangible customer benefits and stimulating sales.

Alfred Karcher GmbH & Co
Germany

 

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