Remember that you are a role model for people you instruct. Be a leader.
Welcome.
Introduce yourself and your role in supporting their business. Present your business card.
Set the tone for the training:
The words you use
The tone of your voice
Your body language
How the room is set up
How prepared you are as an instructor
Cover
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This material is proprietary data developed and owned by Coverall North America, Inc., and this Coverall Franchised Business Training material is strictly limited to current authorized Coverall employees and active Coverall Franchised Businesses. Unauthorized access to or use of this material is strictly prohibited. Coverall North America, Inc. will prosecute to the fullest extent permitted by law any unauthorized access to or use of this material and will seek injunctive and/or civil monetary damages.
If you look on the Coverall website you’ll see that we promote Coverall services for many types of customers, on behalf of our franchisees.
In this class we’ll discuss everything EXCEPT healthcare. The healthcare industry will be covered in another class (12) so we can focus on unique cleaning requirements and protocols.
A vertical market is an industry or other group of customers, other than general office. For example, schools and daycares are a type of customer, so we would call that a vertical market.
The important thing is to understand what is UNIQUE about some vertical markets so you can prepare to deliver the Coverall Core 4® Process to address their needs.
The Coverall Service Plan for general offices typically consists of the Coverall Core 4® Process for dusting/disinfecting, mopping, vacuuming, restrooms and trash removal.
The Core 4® Process is also the primary service delivered to vertical markets; but, vertical markets may have unique pain points and unique commercial cleaning needs that require Special Services or other techniques (Core 4® PLUS other services specific to a customer or vertical market).
For example, a customer’s Service Plan could include more frequent dusting or mopping, or other detail cleaning. Other times, you may need to use a disinfectant or chemical that is above and beyond the standard Core 4® Process. For example, a degreaser in a restaurant, or a solvent in a nail salon.
I’ll point out Special Services that are commonly offered to customers in each vertical market.
The commercial cleaning industry consists of companies that provide the following types of services to their customers:
• Standard commercial cleaning
• Carpet and floor care
• Window cleaning
• Other special services
By offering commercial cleaning, floor care, window cleaning and other special services to their customers, Coverall Franchised Businesses can meet over 85% of the market demand for commercial cleaning services with the Coverall® Program.
Note to instructor:
IBIS World is one of the world's leading publishers of business intelligence, specializing in Industry research. Coverall North America, Inc. purchases their industry reports to gain insight into the commercial cleaning industry.
Every day, offices and commercial facilities get dirty. No matter what’s happening with the economy, commercial cleaning is a service that is always needed. According to IBIS World the projected annual growth rate (2014-2019) for the commercial cleaning industry is steady at over 2%.
The demand for commercial cleaning services is generally affected by two factors in the economy:
Number of businesses
The more businesses in your area, the greater the demand for commercial cleaning services. As businesses start up and expand, they tend to outsource services, including commercial cleaning.
Building occupancy
Building occupancy refers to the amount of office space that is being used. New and growing companies need office space, so they rent or buy square footage in office buildings, strip malls and other commercial facilities.
Less empty office space indicates a bigger demand for commercial cleaning services.
Coverall Franchised Businesses currently service the customer mix (types of customers) shown on this slide and in your workbook.
Note that Healthcare/Medical offices are about 6% of the total potential market for you and your competition, but about 25% of the Coverall mix, indicating that healthcare is a specialty market for the Coverall® brand.
Specialization in healthy cleaning and the Core 4® Process is an important competitive advantage for Coverall Franchised Businesses!
The value proposition for the Coverall brand is as follows:
The Coverall® Program helps reduce the risk of illness and infection while creating an exceptionally clean and healthy facility, with high quality commercial cleaning services delivered by independently owned and operated Coverall Franchised Businesses using the Coverall Core 4® Process, trained and supported by a local Coverall Support Center team.
Each part of that value proposition is important in creating value for your customers.
• Our focus on disinfection and healthy cleaning helps reduce germs.
• At the completion of your training, you will be a certified commercial cleaning professional, operating your own franchised business in your community.
• You have the Coverall brand and the Core 4® Process as a repeatable program for healthy cleaning.
• And, you are backed by a local Coverall Support Center.
So, let’s start thinking of the value proposition from the customer’s point of view.
As we talk about vertical markets, thinking from the customer’s perspective will help you understand what’s important to them and why your cleaning program is so important to the success of their business.
If I knew my customers wanted consistent service, then I’d stick to the Service Plan that they agreed to so they would feel they were getting the value they paid for.
Maybe one of my customers runs a daycare, and sometimes they have special events, like an open house or a holiday program, that they want me to know about. If they call and leave a message but I never respond, they might think I don’t care about their business.
So, If I knew communication was a big issue for my customer, then I’d make sure I got back to them right away when they contacted me, so they’d know that they are an important customer to my business.
I’ll do one more before we move on to vertical markets.
Maybe one of my customers is a car dealership and they have a lot of high-end cars in their building. Trust is a big deal for them because a scratch on a Mercedes costs them money.
If I know trust is important to them, then I promise to respect their facility and everything in it, so they can have peace of mind that they can depend on my business to help their business.
Consistent service, communication and trust are the big 3 expectations customers have for their commercial cleaning partner. As we talk about each vertical market, think about why those 3 expectations might be very important to the business owner who becomes your customer.
DOES YOUR VALUE PROPOSITION CHANGE FROM CUSTOMER TO CUSTOMER?
Your core value proposition doesn’t change from customer to customer. Focusing on consistent, high quality service; professional communication and quick response time; and developing trusting, respectful customer relationships is an excellent start to building your business.
What may change are the pain points they want to solve and their Core 4® PLUS requirements: The Core 4® Process plus any additional cleaning tasks needed for a specific vertical market.
A pain point is something that is causing the customer problems with their current cleaning program or commercial cleaning provider. The pain point is bad enough that the customer is looking for a solution to the problem. As an analogy, think of your customer having a headache (pain point) and looking for an aspirin or pain reliever (solution). How could your franchised business be the aspirin that makes the problem go away?
Purpose of a review is to summarize what we just discussed. It’s a way for you to check yourself, and way for me to check how I’m doing as your instructor.
All of the questions are taken word for word out of the content in the workbook.
The answers are at the bottom of the page in your workbook, but try not to look at them – challenge yourself.
Why are the answers at the bottom? Because this is not a test. Review questions are not tricky. They review the main points that we covered.
Instructor:
Read first question.
Ask them to fill in the answer.
Discuss the answer.
Repeat.
What if they look at the answers?
That’s fine – it might be how they learn.
Regardless, ask them to write in the answer, then discuss the answer. Repeat.
Side Note to Instructor: Use the same process each time you conduct a review. Consistency in your training approach helps the learner build trust and know what comes next. Inconsistency can cause confusion or irritation.
Have some fun with the reviews. Don’t make them too strict.
Don’t put people on the spot if they are hesitant. Pushing them can create distrust.
In your community you will see many kinds of facilities, such as professional offices, medical buildings, manufacturing facilities, service centers, daycares and schools, retail stores, restaurants and others. All of those facilities need to be cleaned. While many offices have standard cleaning needs, others have unique needs that must be considered to deliver the Core 4® Program and create happy customers.
The cleaning tasks for each facility are documented during the sales process in a Coverall Service Plan, which lists each cleaning task to be provided to the customer, how often, and in which areas of their facility. The customer’s price for the Coverall® Program is based on their Coverall Service Plan.
In this section we will discuss the pain points and unique requirements of the most common facility types your franchised business might service.
For each facility type, we will discuss:
• A description of the business – what they do, examples of companies in the vertical market
• Their pain points – what gives them headaches as business owners
• Special concerns – things to think about when cleaning their type of facility
General offices, also called commercial or professional offices, are facilities used for general business work. Examples include: Coverall Support Center, lawyer’s office, insurance agent’s office, advertising agency and engineering firm.
Almost every facility has some general office space in it. For example:
• An industrial office might be mostly general office space that can be cleaned as a general office, but have a daycare, loading dock and locker room that need to be cleaned in a specialized way.
• Or, a doctor’s office might be mostly general office space that can be cleaned as a general office, but have two patient areas that need to be cleaned in a specialized way.
In any facility it’s important to identify the General Office areas because they can usually be cleaned using the standard Core 4® Process, while special areas might have special requirements.
The Coverall Support Center is a good example of a General Office. We have most of the areas listed on this slide.
What do General Office customer care about? Think about their pain points as if you were running their business. What business problems would you want to solve, related to commercial cleaning?
General Offices typically have employees and may have customers or visitors in their facility. Their budget might be tight. When they spend money on services, including commercial cleaning, they want to get what they were promised.
Let’s look at their pain points. Remember, they are business owners just like you who are looking for a long-term business partner to provide their commercial cleaning services.
• Dirty restrooms (especially odors, lack of toilet paper/supplies) result in a lot of complaints from employees = headache addressing complaints.
• Consistent cleaning is important so the customer doesn’t feel like they have to constantly keep an eye on their commercial cleaning company to do the right thing = headache spending time chasing the cleaning company.
• Detail cleaning is noticed by people in offices, especially dust on their desks and bugs or dirt in corners = headache listening to office workers complain about the cleaning service and then trying to get improvement.
Next, I will walk through pictures to show you the areas of General Office facilities and discuss how the Core 4® Process and Special Services could be applied.
As they say, a picture is worth a thousand words.
Instructor:
The following 70+ slides contain pictures from various facilities and areas. Talk about each picture and ask questions to encourage franchisees to think about the commercial cleaning requirements and best practices.
When children are playing, working and interacting with each other in close environments, such as schools and childcare facilities, they are more susceptible to the spread of illness-causing germs.
It’s important to clean a school correctly using proper disinfectants and avoiding corrosive chemicals or bleach.
Schools and childcare facilities require specialized cleaning to disinfect germ hot spots such as desktops, tables and handles touched by many students that are overlooked by other school janitorial services.
Gym, fitness. spa and salon facilities focus on health and wellness of their club members, and may also provide other services, a retail store, social events and bar/dining areas. Examples include golf clubs, massage therapy, yoga/pilates studio, boxing club, martial arts center and recreation center.
Hair and nail salons are also part of this vertical market and have unique challenges with nail polish on counters and floors, hairspray that may require a special solvent in the cleaning process, and a large amount of hair that collects on baseboards, corners, vents, surfaces and chairs.
People go to a fitness facility or spa for self-improvement, not to contract an illness or skin infection. Smelly locker rooms, sticky equipment and dirty floors are a turn-off. Plus, warm, moist environments are ideal homes for bacteria, fungus and other illness-causing germs. While basic cleaning and disinfection may be done by employees during business hours, professional cleaning is important to help kill and remove germs and improve cleanliness.
Manufacturing plants and industrial facilities employ people and use machinery to build a product. They are driven to produce an amount or quota of product on schedule and may operate two or three shifts each day and on weekend. Examples include food processing plant, computer part manufacturer, electronics assembly and light assembly plant.
These facilities are a mix of areas including offices, cafeterias, labs, childcare, loading docks, storage, equipment rooms and restrooms – in addition to manufacturing or assembly areas. Wide hallways with cement flooring or carpeting can be cleaned efficiently with the proper equipment.
What do Industrial/Manufacturing customers care about?
In a manufacturing plant or industrial facility, clean floors, restrooms, surfaces and common areas look nice and help create a positive and safe environment. It's important to clean properly, kill germs and help reduce illnesses that can sap productivity.
Retail facilities are stores or other businesses that directly sell products and services to customers.
Examples include clothing boutique, craft/fabric store, shoe store, computer store, mobile phone store, bank or credit union, and tax preparation center.
These facilities represent a brand image to shoppers and often have a lot of competition, including online shopping.
Clean facilities, dust-free surfaces and shiny floors can help create a positive customer experience and boost their business reputation.
Customers prefer businesses with clean facilities, especially restrooms. In fact, 94% said they would avoid going back to a business with dirty restrooms.
A retail store’s reputation starts the moment people enter the facility and ends when they tell others about their experience. Germ hot spots get touched by many hands, both healthy and sick. Windows and glass collect fingerprints and smudges. Dust collects everywhere. Floors need an extra shine.
A clean, sparkling car dealership showroom, offices, snack area and service department play a role in how customers view the business and the automobile brands they sell. Everything needs to look shiny and new. Thorough dusting and disinfecting, attention to glass cleaning, exceptional floor care and restroom cleaning and trash removal are top concerns.
Auto Dealerships depend on the cleanliness of their showroom, offices and service areas to help impress customers.
Frequent dusting and disinfecting, vacuuming, mopping, thorough restroom cleaning and trash removal are requirements of an auto dealership cleaning service.
The cleaning needs of a car dealership include glass and window cleaning, exceptional floor care, and meticulous attention to detail.
Restaurants are any facility that serves food and/or beverages.
Examples include dine-in restaurants, take-out restaurants, bars, grills, pizza places and deli counters.
A survey conducted by Harris Interactive revealed that 86 percent of respondents equated the cleanliness of a restaurant’s bathroom with that of its kitchen.
Messy sink areas and toilet stalls, streaked windows, dried-up bugs, stained floors and dusty surfaces could quickly end up as pictures on the restaurant’s next online customer review. Cleanliness is a factor in customer loyalty – one that can make or break a restaurant’s reputation. Restaurants also must be compliant with food safety standardsset by the U.S. Food and Drug Administration or Canadian Food Inspection Agency.
Apartment complexes and tenant buildings require an elevated level of consistent, high quality cleaning to accommodate varying occupancy and quick turns. When situations change or cleaning services need to be done fast, this customer needs quick response time and communication.
Religious facilities such as churches, synagogues and other buildings used for religious activities can vary from a sanctuary or meeting area with an office and lobby, to a large campus and parochial school with multiple buildings, classrooms, activity centers, offices, gymnasium, kitchen and fellowship hall.
Cleaning is a necessity whether the service is outsourced or they use in-house staff or church volunteers. Operational budgets are often tight with little room for additional costs.
Churches, synagogues and other religious facilities are often used by many people each week for meetings, events, activities and bible study groups. Common areas such as restrooms, classrooms and fellowship halls benefit from a systematic cleaning service devoted to careful dusting and disinfecting, vacuuming, mopping, restroom cleaning and trash removal. Dirty restrooms and bad odors can create a negative impression on members and visitors.
Purpose of a review is to summarize what we just discussed. It’s a way for you to check yourself, and way for me to check how I’m doing as your instructor.
All of the questions are taken word for word out of the content in the workbook.
The answers are at the bottom of the page in your workbook, but try not to look at them – challenge yourself.
Why are the answers at the bottom? Because this is not a test. Review questions are not tricky. They review the main points that we covered.
Instructor:
Read first question.
Ask them to fill in the answer.
Discuss the answer.
Repeat.
What if they look at the answers?
That’s fine – it might be how they learn.
Regardless, ask them to write in the answer, then discuss the answer. Repeat.
Side Note to Instructor: Use the same process each time you conduct a review. Consistency in your training approach helps the learner build trust and know what comes next. Inconsistency can cause confusion or irritation.
Have some fun with the reviews. Don’t make them too strict.
Don’t put people on the spot if they are hesitant. Pushing them can create distrust.
Apartment and Tenant Buildings and other tenant buildings, such as office buildings, need a quality commercial cleaning company to service common areas.
Many tenant buildings have restrooms, kitchens and coffee areas, lobbies and business centers available to residents, renters and visitors night and day, as well as fitness and recreation facilities with special equipment that needs cleaning on a regular basis.
