Conventional Floor Care

Floor Care Objectives Participants will be able to implement a conventional floor care program based on customer equipment, maintenance cycles and customer expectations

Key Market Focus Education Healthcare Government

Segment Specific Value 90% of cost is Labor 10% (or less) is Supply 7% Chemicals 3% Ancillary Items Only 3% of what our customers spend maintaining their floors is in the form of chemicals, the way we bring value to our customers is by reducing the other 97% and specifically the 90% spend on labor. With our products and systems we can help our customers to improve labor productivity and improve efficiency. Just imagine, if our customer spends just $10,000 per year on chemicals and equipment, that means they spend $90,000 on labor. If we can help our customers become more efficient by using our systems they will save thousands of dollars a year.

Key Decision Makers What are the key customer requirements Key Decision Makers What are the key customer requirements? (LTC Example) Level 1 CORPORATE Level 2 MANAGERIAL Level 3 OPERATIONAL Level 4 CONSUMER Customer Levels Ecolab Director of Environmental Services Engineer Dir of Housekeeping (EVS Mgr) Housekeepers BSC (Healthcare Services) Residents Visitors / Families Operational Eff. / Cost Mgmt Brand Image / Litigation ROI Operational Efficiency Product Performance & Usability Resident Care & Health Odor & Visual Appearance Decision Makers and Influencers Key take aways: It is important to understand and leverage the key hot buttons for the person your talking to. Depending on their area of responsibility, they may and likely do have different needs. Find out the needs and determine the best fit (product/service) based on those needs. That’s what you pitch to the customer/decision maker. Key Customer Requirements

Maintenance Cycles Labor: Time in Minutes/1000 Square Feet Dust Mop Damp Wet Spray Buff High Speed Burnish Scrub and Recoat Strip Refinish 60 120 180 240 300 Interim Restorative Daily Daily Maintenance Clean matting Dust mopping Wet cleaning Interim Maintenance Burnishing Scrub & recoat Restorative Maintenance Strip & refinish

Floor Maintenance Cycles Sell the overall program Multi-cycle program. You are selling to meet the customer’s needs for all the cycles, not just pieces and parts! Daily Interim Restorative Carpet Maintenance Cycles Routine procedures are done daily Having a walk off mat program at all entrances & cleaning them Vacuuming the foundation to any good carpet maintenance system Spot removal is done not only daily, but as they occur Interim procedures (Required because greasy soils glue dirt to carpet) Surface cleaning methods to keep appearance level high Encapsulation Bonnet Cleaning Restorative procedures Extraction cleaning, when daily and interim procedures are not returning carpet to like new appearance

Daily Maintenance Dust Mop Wet Mop/Autoscrub Huntolene® Dust Mop Treatment Wet Mop/Autoscrub Red Pad Alkaline cleaner or Neutral cleaner

Interim Maintenance Burnishing Scrub & Recoat Champagne pad Alkaline cleaner Blue pad Floor finish

How To Identify A Burnisher Low Speed Machine High Speed Machine Electric or Battery

Restorative Maintenance Strip & Recoat Floor stripper Baseboard stripper Black pad Neutralizer Floor sealer, if needed Floor finish

This is new and simplified!! Greatest time and labor savings! This is new and simplified!!

This is new and simplified!! More traditional product offering This is new and simplified!!

Daily Maintenance FaciliPro™ Neutral Floor Cleaner Specially formulated to protect your floors, remove soap film, grease, oil and other common soils Ideal for cleaning finished and unfinished floors 1-4 oz/Gallon Same formula as Oasis™ 110G

Daily Maintenance Oasis Pro™ 32 Neutral Floor Cleaner Neutral cleaner for all floor types Controlled dispensing, no overuse Reduced packaging waste Daily – auto-scrub with red pad or wet mop Scrub & recoat – auto-scrub with blue pad and Bright SpeedTM Alkaline Floor Cleaner 1-6 oz/gallon

Daily & Interim Maintenance FaciliPro™ Alkaline Floor Cleaner Dual-purpose alkaline floor cleaner Daily cleaning – ¼ oz per gal Scrub & Recoat – 1 oz per gal Superior cleaning ability for use on finished floors Clean, fresh scent Ultra low foaming technology Same formula as Bright Speed™

Interim Maintenance FaciliPro™ Floor Cleaner & Restorer Dual purpose, mild alkaline cleaning & refurbishing formulation Provides superb cleaning performance Restores shine with burnishing procedures 3-8 oz/gallon Same formulas as Oasis™ 130 and Quik Fill™ 330

Interim Maintenance FaciliPro™ Ultra High Solids Floor Finish Excellent gloss and durability with fewer coats 3-4 coats of Ultra High Solids = 6 coats of competitive 20% finishes Superior leveling with Phazer® system and string mop Greatest labor savings and easy to use Recommended: Burnish with battery or electric burnisher and champagne pad Same formula as MonoStar® and Phazer® MonoStar®

Phazer® Mobile Floor Care System Unused finish stays in bag, minimizing chemicals put into the waste stream Flexible bag reduces packaging waste Completely contained system minimizes operator contact with chemicals Ergonomic design reduces risk of injury from lifting heavy mops

Interim Maintenance FaciliPro™ High-Frequency High Solids Floor Finish High-gloss and exceptionally durable floor finish Designed for high intensity traffic Engineered for higher maintenance routines – burnish 4-7 times per week Recommended: Burnish with battery or electric burnisher and champagne pad Same formula as GemStar® Stratus and Phazer® Stratus

Interim Maintenance FaciliPro™ High Speed Medium Frequency Floor Finish Versatile high gloss 20% finish with excellent durability Designed for medium-to-low burnishing frequency Easiest mop-on floor finish in the market Recommended: Burnish with battery or electric burnisher and champagne pad OR Spray buff with low speed machine and red pad Same formula as GemStar® Laser and Phazer® Medium Frequency

Interim Maintenance FaciliPro™ Premium Floor Sealer Finish Promotes adhesion on porous floor substrates Maintains durability and gloss Ideal for terrazzo flooring Same formula as Taj Mahal and Phazer® Sealer Finish

Restorative Maintenance FaciliPro™ Premium Low Odor Floor Finish Stripper Best option for greatest time and labor savings Fewer strip-out passes (1 vs. 2-3 conventional stripper) means less mess/downtime Low odor-less disruption to staff and customers Broad dilution range to meet all customers’ needs Stripping machine with black pad 6-16 oz/gallon Same formula as Bright Power™

Restorative Maintenance FaciliPro™ Classic Low Odor Floor Finish Stripper Effective stripper for all applications Low odor – less disruption to staff and customers Stripping machine with black pad 8-16 oz/gallon Same formula as Care Strip L.O.® Floor Finish Stripper

Restorative Maintenance Prep Pak™ Neutralizer/Conditioner Neutralizes the floor after stripping to ensure proper finish adhesion and performance Removes any alkaline residue left from stripper Dissolves ice-melt compound Easy to use portion controlled dissolvable packets Very cost effective 1 packet / 3-5 gallons

Green Floor Care Program Zinc Free Floor Finish 20% Green Seal™ certified floor finish with excellent detergent resistance Zinc Free Floor Finish Remover Green Seal™ certified pH neutral finish remover with low VOC’s and non-corrosive in concentrated form 11 – 22 oz/gallon Quik Fill® 310 Neutral Cleaner Green Seal™ certified neutral cleaner that removes grease, oil, and other common soils ½ - 2 oz/gallon Oasis Pro™ 34G/Oasis 110G Neutral Floor Cleaner Specially formulated to protect floors Removes soap film, grease, oil, and other common soils Ideal for cleaning finished and unfinished marble, vinyl, tile and wood floors 1 – 4 oz/gallon

Floor Pads

Floor Care Market Share Conventional Floor Care – 0.9% Floor Cleaners – 34.5% Carpet Care – 1.6% Stone Care – 0% Concrete – 0% Laundry – 53.9% Ware Washing Detergent – 61.6%

What’s A Floor Care Account Worth? Examples by market segments: Product Category Hotel Hospital LTC School Commercial Health Club Laundry $5950 $16,600 $6650 $550 $11463 Hard Floor Care $1080 $40,592 $4500 $5000 $5240 $1980 Carpet Care $5688 $2695 $1961 $2058 $12,134 $2954 Housekeeping $2400 $7500 $3000 $1350 $2900 $1550 Skin Care $566 $4000 $1050 $1475 $3400 Total $15,684 $67,387 $20,111 $10,008 $21,749 $21,347

H.E.L.P. Worksheet Pick a prospect in your territory, using the H.E.L.P. worksheet as a guide you will build a presentation for that prospect for a conventional floor care program Write down your “Hello” step on the H.E.L.P. worksheet exactly like you will say it with this prospect

“H” Is For Hello Greet the customer and ask if you can H.E.L.P. 3 objectives I need to introduce Who I am I need to identify Why I am there To gain permission to do a survey I need to advise the prospect that I am there to see if and how I can H.E.L.P. Most critical part of the call Have the participants write down their own HELLO step Review the slide and explain that at this point, all of the techniques and skills we have reviewed should be incorporated whenever a participant is called on or involved in a role play. For example you should be listening, reading your customer, using appropriate language and developing any of the intelligences or skills. At this point the trainers may wish to demonstrate the process to avoid confusion Break the participants into two groups, number them 1’s and 2’s. Have the 1’s form a circle in the room, facing inward. Have the 2’s form an inner circle facing outward, paired up with a 1. Tell the group they have 30 seconds to practice their hello step, for the 1st 30 seconds, the 1’s will be the salesperson and the 2’s will be the customer, after 30 seconds, switch roles, the 1’s become the customer and the 2’s become the salesperson. When that is complete, have all the 2’s rotate one person clockwise and repeat the process. Continue doing this until everyone has practiced their HELLO step several times. Have everyone sit down and debrief the activity, what worked, what didn’t, give the participants a few minutes to revise their HELLO phase. Read or Paraphrase the following: This is going to be a pretty fast paced activity once we get started. First of all we will need to prepare. Based on the demonstration we did, everyone should prepare a few different approaches that accomplish the objectives of the Hello step. Using the notes on developing telephone scripts put together a script that can be used for most customers, this way you can change a word here or there as needed based on your scenario. Your referral or distributor call can very logically be an outgrowth of your basic opening. Begin to condition yourself to make dialog changes based on need. Spontaneity, and your ability to shift gears will become easier the more you practice. Don’t worry about making mistakes this is practice. Be prepared to explain what and why you did what you did when the whistle blows, also be prepared to volunteer. You have 10 minutes to prepare, then its action time.

“H” Is For Hello Example:

Observe And Assess Transition statement to get from Hello to Educate: “Do you mind if I ask you a few questions about your operation?” Qualify and Establish needs. Survey the customer or prospect’s operation to figure out how you and Ecolab can help. Ask questions and uncover needs Listen actively Help the prospect realize the need

Educate The reason you ask questions and survey the prospect’s operations is to: Establish Ecolab’s and your expertise and differentiation Uncover needs by observation Understand prospect’s operation Create dialogue between you and the prospect about their facility The more (facts) you know the easier it is to see your program

“E” Is For Educate Additional questions: Do you outsource? If so, who do you use? What Distributor do you use? How do they assist with your training? Are you willing to share any information about your monthly budget for floor care? Write down 3 qualifying questions to ask your prospect

Agreement On Need Statement “If I understand you correctly you would like a program that will...(list 3 areas of need), is that correct?” You must obtain the agreement on need before preceding to the next step of the sales process If the answer is “no”... go back and ask more questions to uncover the customer’s true areas of need This is a great transition statement that helps move you through the call process, it recaps the glaring needs of the customer and helps them to agree they have a problem and need your help. The agreement on need statement is like a stop sign, you can’t procede until the customer sees they need your help. Example – If I understand you correctly, you would like a floor care program that reduces scrub and recoat frequency, reduces overall cost and provides a bright, shiny floor, is that correct? If the customer agrees with your statement, move onto presenting features and benefits of your program. If the customer doesn’t agree with your statement, go back and ask more questions to uncover needs

Survey Floor Care Survey Form Turn to the page in your binder How to use the survey tool – step by step Ask permission to obtain a survey Walk through facility with Director of Housekeeping, floor care technician Ask questions from survey form Write down answers on survey form Find out what they are currently doing Uncover needs/challenges Look in the chemical and equipment closets to determine existing program details Use competitive cross reference charts when determining product recommendations Competitive charts are in your Ultimate Impact Launch Kit Finish selection -two basic questions: How often do you burnish? What kind of equipment (high or low speed)?

Leverage 4 Objectives Establish yourself and Ecolab’s expertise Review glaring issues Propose solutions that will benefit the prospect Close (ask when you can begin to H.E.L.P.) The purpose of phase 3 is to review facts and findings showing how you can HELP the prospect’s operation. Bottom Line: Ask when you can HELP and be ready to address objections. Read or paraphrase the following: Now you have all this information. Leverage what you know and try to close. Present three glaring issues. Only after you draw and resolve the last “true” objection will you close the sale. You must give compelling reasons why the prospect should use you and Ecolab and discuss why Ecolab is a good business fit and partner. What is different between Ecolab and its competitors.

“L” Is For Leverage FaciliPro™ FaciliPro™

Features And Benefits Feature A Physical characteristic of the product “FaciliPro™ Ultra High Solids Floor Finish is a 30% solids floor finish… Benefit How the feature will help the customer …which means it will improve productivity, reduce labor, and lower overall cost” Most effective to explain features and benefits during product demonstration, because you are identifying why the product is so effective Explain best practices for procedures to use What are your customer’s metrics? Cost comparisons (labor, time, waste, other) Visual (before and after pictures) Soil buildup Gloss level expected Explain the difference between features and benefits, and the importance of using features of a product or program to sell

Competition – Charts In Your Binder

Competitors – Strengths & Weaknesses Group Discussion: Who are the main competitors? JD Butchers Betco Hillyard Others Who are their distributors? What are their points of differentiation? What are their weakest points? What information is available today? What is a good process to gather this? FTMs, DSDMs? Please send information to Marketing so we can start building reference library.

Ask For The Business “If I can provide you with a program that will improve guest satisfaction, reduce overall costs and improve labor productivity, do you see any reason why we shouldn’t get started as soon as possible?” A “No” is really a “Yes” Leaves the conversation open for more discussion Write out your closing statement on your H.E.L.P. worksheet You need a closing statement and this one is perfect. It does a couple of things for us: We are conditioned from birth to say “no” to sales people, why not ask for the business in a way that is comfortable for the prospect? We want him or her to say “NO” This closing statement also leaves the conversation open for more discussion if they do have an objection. You are asking if they have a reason not to buy from you, if they say “Yes”, the next logical question for you is “would you mind telling me what that reason is”

Asking For The Business… The shine factor – Dealing with the question “How will it hold up?” Set a firm deadline on the trial completion date Write that deadline into the service report Add a reminder to your schedule to follow up ASK FOR THE ORDER! Sell the complete package of all the products (Daily, Interim and Restorative) – not just one specific product “If I can provide you with a program that will improve guest satisfaction, reduce overall costs and improve labor productivity, do you see any reason why we shouldn’t get started as soon as possible?” A “No” is really a “Yes” Leaves the conversation open for more discussion Write out your closing statement on your H.E.L.P. worksheet

“P” Is For Prove

Conventional Floor Care Demo Do’s and Don’ts Demo Area Selection Avoid problem areas such as hallways off of loading docks or entranceways to the outside. If the customer insists on that area, then be persistent in requesting a second area off the beaten path. Demo Duration Determine ahead of time the frequency of their scrub and recoats as well as strip and refinish. If a hot button objective for the customer is to lengthen the time in between these operations, then set this time with the customer for evaluation of product performance and ask for the order. Check back frequently to determine that daily maintenance is being performed on the test patch with the recommendations that you made. Phazer® Mobile Floor Care System The key to the sale – make sure that you are able to demo the unit with fluidity and speed. Be proficient with this unit and be sure that you do the first one or two coats to get the point across. If you’re not proficient with the unit during the demo, then it may be difficult to convince a customer that they can be proficient with it. Be sure to stick with the method we were all trained with to apply the finish (see Phazer® Application Video for reference).

Conventional Floor Demo Take before and after photos Pull demo sheets from binder When checking back on the results, ask people in the facility for their input. Document all the positive comments for merchandising back to the decision-maker.

When The Customer Says “Yes!” Next steps… Set-up an install date Set-up a training date on new product and system Confirm method of delivery Determine par level Determine re-order frequency Repeat orders are incredibly important to receive return on investment of your time