Since my last article, you've got a new president, and you've seen a stock market crash.  A lot has happened since we last talked!

Can you name your top twenty percent of customers?

Do You Know Your Brand's Most Valuable Yet Difficult To Determine Attribute?

If you’re selling products that don’t deliver on their promise, you’re in trouble, and word-of -mouth from your customers will kill the line (whatever it is).

If you're not selling Bio Clean, let me give you five good reasons you should be.

In modern dictionaries, these definitions are still pretty much the same.  Notice however, that none of these definitions apply to people (other than marks put on criminals to stigmatize them).  

Brands refer to things.  Things have brands, people don't.

People have identities, personas, images, personalities, and reputations.  But they don't have brands!

Manufacturers invest lots of time and money making sure their brands maintain a level of performance reflecting the current state of technology.  That is, brands are by definition leaders, and to maintain this position in the marketplace, they must innovate, and evolve.

INTEGRA's product line is also fully "bookended."  In any branded product line this is critical.  Here's why:
It has to do with the Pareto Principle, otherwise known as the 80/20 rule, or the law of the vital few and the trivial many (thanks to economist Vilfredo Pareto, 1848 - 1923). Consider the following:

• Just 20 percent of your customers generate 80 percent of your revenue.

• Just 20 percent of your products produce 80 percent of your profits...and so on.

Well, whether you think about it or not, you are constantly conditioning your customers.  Everything you and your company do conditions your customer towards an attitude about you and your company

"If you do one significant thing better each year you have a fair chance of outdoing your competitors. If you do two, you almost certainly will. If you do three, you'll wipe the floor with them."
DRAYTON BIRD - Marketing Consultant 

A prudent business operator will always be on the lookout for these technologically based trends, because they're always out there.  Failure to adapt could be fatal, and death could come quickly

Open the doors and windows of your kitchen and let the customers hear the sizzle of the steaks as they broil to perfection on the grille, and let the wonderful scents of the cooking steaks waft out into the restaurant, and pour out onto the streets.

Any brand you bring into your warehouse should have several unique qualities.  This is so your sales staff will have just as many things to talk about, and just as many customer benefits to explain.
INTEGRA products and systems is just such a branded product line.  It has many unique aspects to highlight, and provides countless benefits and advantages to the customer.

Branded products have many advantages over their generic counterpart.  One very important advantage is to command a higher price, sometimes MUCH higher.

In the day to day, dog eat dog business world, we’ve come to expect the same pressures from the same competitors – the “same ‘ol same ‘ol” never seems to stop.  But stepping back and looking at it in the long run, there are important and inevitable trends emerging.

Super concentration of chemical cleaners is the logical (and I think inevitable) direction of our industry’s future.

Sounds like you’re out of business, doesn’t it?
Maybe that’s not really so bad though.  After all, aren’t you the guy who used to say that if you had to do it all over again, you’d do things differently - and much better the second time around?
Well, here’s your chance…
So where do you begin?  Here’s my four suggestions:

Make sure you put your customers “in the envelope” by asking them to buy the complete package from you, and if you have to add in some incentives, do so.  Getting more repeat business is the key here. 

As a distributor, you must select the brands you represent.  As such, look for lines that have addressed needs they meet from front to back and top to bottom.  These brands will have an envelope of products to address every aspect of the market they serve.

If you’re already an INTEGRA Authorized Distributor, you know the power of this brand.  If you’re looking for a complete dishwashing/laundry/grocery/housekeeping line, and haven’t made up your mind yet, consider INTEGRA.  It’s beautifully simple, and distinctive in look and performance.

Modern supermarkets want you to see everything, and want you to see how clean these areas are and how well employees follow procedures.  This is done on purpose, it’s all a part of the modern supermarket “look.”  And herein lies a great sales opportunity for you.

The health care market is poised to benefit from the wave that has changed the financial face of America through every stage of its progression: that wave is the Baby Boom.  Yes, the Baby Boom is about to hit the health care market right between the eyes!

To you, Chevrolet might mean holiday trips to visit your grandparents, and playing with siblings in the back seat while your parents drove.  Or, it could remind you of where you were when you met your wife/husband.  Or on the other hand, you might remember the one and only Chevrolet you ever bought – that lemon!

   

Many things in our lives are complicated, like paying taxes for example.  Let’s see, there’s Federal Income Taxes, State Income Taxes, Sales Taxes (Federal, State, and Local), Payroll Taxes (FICA and Medicare), Real Estate Taxes, and Gasoline Taxes, just to name some of the big ones.

  

The three pillars of truth: there they are! They are the KEYs to building your fortress and growing a multi-million dollar laundry/warewashing program.

The three pillars of truth: there they are! They are the KEYs to building your fortress and growing a multi-million dollar laundry/warewashing program. Once you create a company culture expressive of the Fortress Mentality (KEY I), you’ve got to get to work immediately on the next three KEYs.

The three pillars of truth: there they are!  They are the keys to building your fortress and growing a multi-million dollar laundry/warewashing program.

Want to build a multi-million dollar laundry/Warewashing (LWP) program, one that’s rock-solid like an impenetrable fortress?  The next three Brand Aid articles will explore this subject, and give you the KEYS to the kingdom.

What I’m going to tell you about today will kick down doors for you, win you tons of credibility, and pave the way for more products to follow in its wake.

Every month I write about using brands to boost your sales and the value of your business, and this month is no exception.

Small businesses make up the bulk of almost all American business sectors. Being small however, has its special set of problems...

Endorsements and advertising are proven to build brand image, and brand image sells itself. People will pay more for strong brands; it’s just that simple.

What if there were a business sector that needed your products, almost always paid you on time, and these institutions could be found in every community anywhere in the United States?

Ever thought about making laundry systems so simple that any sales rep could sell them, and just about any tech could install them in no more than two hours per machine?

Many distributors (and you could be one of them) have avoided the small laundry account based on the cost of four-product laundry pumps.

You know, those people who pay you money and make all the numbers work? Well, I’ve got an idea for you to mull over...

Why Customers Pay More For Branded Products, And Why You'll Make More Too!

Why will customers pay more for Coke® than “brand X” cola? Why will they pay more for Gillette® razors than the house brand? And why will they pay more for one of your branded products than one of your house brands?

How to assure brand acceptance in your organization.

There should be three or four unique qualities associated with your brand.  These should manifest themselves in either the products themselves, or in their application...

Find out how to lock your brands into your customer's brains.

Why are brands so enduring?  Neuroscientists are studying why the human brain has a special affinity for brands.

Whether you’re an authorized INTEGRA dealer or not, here are twenty reasons your customers should be using INTEGRA.

Whether you’re an authorized INTEGRA dealer or not, here are fifteen reasons you should be selling INTEGRA.

When you commit to a brand, there are several things to look for. Among these are product performance, easy availability of re-supply, back-up literature, field support, and home office/lab support, just to name a few. This month’s message will address something I think should be one of your top considerations for brand selection: the breadth and depth of the brand’s product line.

Welcome to the premier issue of BRAND AID, a monthly feature that helps you build success and profit, selling INTEGRA branded products. INTEGRA's website is dedicated to the proposition that good brands are the distributor's best friend. We'll offer you tips, ideas, and actual secrets that give you the edge on your competition.

Ever thought about making laundry systems so simple that any sales rep could sell them, and just about any tech could install them in no more than two hours per machine?

With school starting up very soon, there are three INTEGRA® products you should be selling your school customers. Based on performance alone, these are great products.  But safety and the protection of our children is really the dimension that sets these products apart from their (your) competition.

Howard Puczko has the latest information from INTEGRA® Housekeeping!!

Anderson Chemical has applied 97 years of experience into creating the most comprehensive chemical and equipment programs in our industry today.  From our earth friendly solutions, together with our reliable delivery systems and standardized cleaning processes, you can rely on us for total solutions at a competitive price. 

While all facilities are different, INTEGRA® has a system that is right for you!

• Our products and systems are people and environmentally safe.
• Super concentrated products keep your cafeteria clean & safe.
• Effective training programs.
• Improved productivity.
• Database management services.
• Prompt professional emergency service.

Download INTEGRA®'s Green Cleaning Brochure for more information.

In the past, Green cleaning products got a bad rap – they just don’t perform like “regular” products.

We are pleased to announce that, in cooperation with the U.S. EPA’s Design for the Environment group, we are creating a product standard that will meet or exceed industry guidelines with respect to human and environmental safety.  This space is reserved for future INTEGRA Green announcements.

We are pleased to announce that, based on our work with the U.S. EPA’s Design for the Environment group, we are creating a product standard that will meet or exceed industry guidelines with respect to human and environmental safety. The attached DfE Formulator pdf describes the DfE's program in detail.  Visit their website for additional information at http://www.epa.gov/dfe/

Apple is about to announce (tentatively on 1/27/10) its newest blockbuster innovation, the iSlate (speculators think that's the name).

Hardly anybody sends out hand written letters anymore - this is truly unique - and it makes those who do memorable!

The baby boom is about to hit us all right between the eyes. I hope you're ready.

It's getting less and less feasible to do "In Person" calls on anyone but your "A" customers.

The "Good Cop/Bad Cop" model of gaining leverage will often times get amazing results for you and your income. 

For the life of me, I don't know how otherwise solid businesses make these incredibly stupid decisions, but unfortunately I see it all the time.

I often see writers and success coaches use sports teams as models to teach their students about success - mainly sales success. But is this a good model to use?

As ironic as it seems, while unemployment is at an all-time high since the Great Depression, there is a looming and potentially crippling shortage of skilled and technically schooled employees on the horizon - the very near horizon.

First-class suppliers are as hard to find as anything else that’s good.  It’s the 80/20 rule.  Eighty percent of your competition doesn’t measure up.

Even if your password is long and completely random, experienced hackers with the right software can break through in a matter of minutes.

Get kitchen floors clean - really clean!

BIO CLEAN is a remarkable floor cleaner, because it packs a one-two punch.  Just mopping a greasy floor with BIO CLEAN is only the beginning - here's why:

More than 3 million food service employees and over 1 million guests are injured annually as a result of restaurant slips and falls, according to the National Floor Safety Institute (NFSI)." This statement was taken from a CAN slips and falls study.

Last week I talked about the kitchen, this week I'll talk about the laundry:

The laundry was truly a mess.  Whites were yellow-brown in color, and everything, including personals, smelled awful!

"Well I don't know what you got in this stuff, but these dishes look cleaner than I've ever seen them.  Everything looks brighter, the stains are coming out of the coffee cups, and the stink that used to come out of the dishwasher when you open the door is gone.  Besides that, I think this stuff looks cool too!"

Every sales office I've been in has several file cabinets full of "dead" customers.  These are those customers that have stopped (for some reason) buying products from the company in question.

When you prospect, develop the mindset of a starving hunter - only one step from death - and desperately seeking food.  Think like this about new sales – be absolutely obsessed!

Once you’ve set up the dishwashing and silver soaking systems, you’re only half done…

It's always easy to lower your prices under pressure from customers and competitors, but is this really necessary? 

Whether you’re an authorized INTEGRA® dealer or not, here are fifteen reasons you should be selling INTEGRA®.

Well, there are lots of fees we can't avoid; it's just a part of life.  Some fees are legitimate, but many of these fees have no basis in reality, and are just tagged on your bill to make an easy buck.

There was once a young man - let's call him George - who had a serious challenge.  George had been seeking his fortune for several years now, and he was still not doing very well...

This is a great little article about how to improve your sales, both personally and as a team - without spending a lot of money (this is good!).

All fire stations in America have laundries.  Yes, fire fighters are required to wash their turnout gear after each fire.  This is done to reduce chemical contaminants that would likely accumulate on the surface of this gear.

Customers are becoming increasingly aware of the hazards of dangerous microbes in foodservice operations (and elsewhere).  A primary transmitter of these nasty little critters is the human hand!

Sales growth means selling more, and not losing more than you sell.  That is, you must hold on to what you've got before you worry about getting more business.

One of the best things you can do in this regard is to become indispensable to your customers, and this means service, service, and more service!  You must become the "go to" person that your customers look to when they have a problem.

We have three proven & unique products for cleaning restroom cleaning.

We now have two videos available for your customer's in-service training needs. 

Looking for green health care prospects? 

Chances are that you're already selling INVADE to your warewashing/kitchen cleaning customer.  But here's another use for this product you might not have thought of.

By now, many of you have broken or forgotten your New Year's resolutions.  That's OK, just about everyone's in the same boat.  According to an Ohio State University study of the subject, 9 of 10 New Year's resolutions get broken before the end of January.

 

 

Every day on the six o'clock news, you hear the sad stories of how bad the American recession is going.  Our economy is in a slump - no doubt, but there are still many businesses that do well in difficult times.

...Remember this always - you will easily avoid embarrassing failures and discover great riches only when you look at markets through the other end of the telescope - not the lens of what you want to sell, but the lens of what people want to buy.  - Gary Bencivenga's Marketing Bullets #29

It's no secret that the easiest place to sell new products is to your current customers.  Why?

Thanks to the Holidays, December is a three-week month.  By this I mean that nothing much happens between Christmas Eve, and the day after New Year's Day.  Ever hear the phrase "I'm busy now, see me after the first of the year?'

Think of this:  Shopping cart handles are loaded with saliva, bacteria, and even fecal matter.  In fact, according to the U of Arizona study, the only surfaces to beat out shopping cart handles were playground equipment, and bus rails.

Whether you’re an authorized INTEGRA® dealer or not, here are fifteen reasons you should be selling INTEGRA®.

INSTA SAN is INTEGRA's non-flammable, foaming hand sanitizing product.  This product has many attributes and because of its fast drying, non-alcohol formula, you have three very unique selling opportunities.  Here they are...

Pretend that each day you start out with x-amount of fuel to perform your work – but just like fuel in your tank, when you’re out, you’re out!

INTEGRA® has five unique benefits that set it apart from all its competition.

1.  BIO CLEAN is a unique product packaged in INTEGRA® one-gallon capsules.

Insta San is the newest addition to Integra’s foaming hand wash product line. Unlike alcohol-based instant hand sanitizers, Insta San is a premium foaming non-alcohol based instant hand sanitizer.

INTEGRA®’s Assure & Citri Foam are the latest innovation in foaming hand wash and are for use in all facilities, such as restaurants, schools, office buildings, supermarkets, spas, etc.

A few months ago, I was talking to my wife about Bio Clean, a new product developed by the INTEGRA product designers.  Bio Clean I said, was a unique floor cleaner because it used a one-two punch against greasy soils, especially those ground into tile and grout.

The INTEGRA® Bio Clean System is an innovative floor care solution designed for grocery, retail, commercial, schools, healthcare .... today’s institutional floors.  Bio Clean is an enzyme floor cleaner and degreaser that meets INTEGRA® Green standards. 

Fight MRSA (Methicillin Resistant Staphylococcus Aureus) with Laundry San.   Registered by the EPA as a laundry sanitizer for low temperature laundries where linen cannot tolerate chlorine bleach or high temperature wash baths.

Fruit & Vegetable Wash is a peroxyacetic acid based wash and recommended for use in water that contacts raw, unprocessed fruits and vegetables.

The INTEGRA DUO Laundry System® was designed for smaller laundries where light to medium soils are encountered.  Its convenient size and two-product format make it particularly attractive to economy motels, schools and health clubs. We invite you to explore the many advantages of this latest INTEGRA Program® offering.

Natural is a safe, but powerfully effective multi-purpose hard surface cleaner.  It is a proprietary blend of d-limonene, hydrogen peroxide and surfactants that delivers exceptional performance in a wide range of cleaning challenges.

    The INTEGRA® System...
A highly proprietary chemical delivery technology...

Informative & Convenient...
Watch as Howard Puzcko of the INTEGRA® Marketing Team demonstrates the features and convenience of this unique system.

We will be conducting our next SILVER Certification class October 27-29.  Students arrive on the 26th, and leave on the 30th.  For more information, contact your INTEGRA representative.

Multi-Unit customers require certified technicians. One of the goals of INTEGRA University is the certification of INTEGRA Technicians.  This involves at minimum, a SILVER Level Certification.   SILVER Certification can be achieved with successful completion of a class taken at INTEGRA headquarters in Litchfield, Minnesota.

At INTEGRA, we certify technicians for the same reasons as General Motors certifies Mr. Goodwrench, and Maytag certifies the Maytag Man.  These reasons are knowledge, continuity and customer comfort zone.

Knowledge  - Along with the certification process comes a considerable amount of knowledge.  For a technician to be INTEGRA University certified, he or she must have at least one year's experience working with INTEGRA as a field technician and have successfully completed the SILVER Certification program here in Litchfield, Minnesota.  These requirements guarantee that a SILVER Certified Technician is both knowledgeable and competent.

Continuity - Multiple-Unit accounts have common ownership and management standards.  It is
essential that their chemical program is also standardized; that the techs involved have all earned
the same credentials.

Customer Comfort Zone - This is the feeling the customer gets when he/she must deal with the INTEGRA technician.  The customer wants to know that the technicians know what they're doing and will meet the customer's needs.  Certification is the secret here.  Knowing that the tech has been certified gives the customer a sense of relief and that they're in good hands.

We all know the feeling we get when we must depend on the services of someone else and the technician we wind up with presents us with a questionable appearance.  We also know the feeling we get when the technician we're assigned is carrying the certification credentials of the company who made the appliance he's going to work on.  In the first case, we're cautious and reluctant.  In the second case, we're comfortable and reassured.  At INTEGRA, we're making progress in the Multi-Unit marketplace.  As we continue to grow this sector, we will come to depend more and more on the services of certified technicians.  It is our preference to use INTEGRA Certified Techs for our Multi-Unit Program.  

Over the past decade we have been privileged to work with the EPA's Design for the Environment.  The DfE has been at the forefront of change in the cleaning industry.  INTEGRA has consistently led the movement to develop safer alternatives to hazardous cleaning.  The DfE screens ingredients for human health and environmental effects.  We submit our formulas for review and by meeting the criteria , our product becomes "DfE recognized".  While the Federal Government does not endorse these products, this is the closest we can get to an endorsement.

To read more about the DfE's program in detail, download the attached pdf.  You can also click this link to go to their website for additional information.  http://www.epa.gov/dfe/

October 20-23,we will be holding our next INTEGRA University introductory program.  Students attending this class should have at last three month's experience working with INTEGRA products and systems. Students should plan to arrive on Oct. 19, and depart on Oct. 23

Craig Kronbeck, Howard Puczko and John White will be conducting the course.  As always, we're looking forward to meeting the "future" of INTEGRA in these new INTEGRA techs.

Fundamentals will be stressed while pointing them to the big picture of their place in a growing national network.  We’re excited to be kicking off another INTEGRA U year.  It’s importance to the future of our program can hardly be emphasized enough.

For more information about INTEGRA University, contact John White at :  jw2437@suddenlink.net

We’re very pleased to announce that Dan Humphreys (Van Buren, AR) has agreed to join Team
INTEGRA.  He will represent the INTEGRA Program® national network in our south-central region 
(i.e., Arkansas, Oklahoma, east Texas, Louisiana and Mississippi).  Dan brings with him extensive
industry experience and a wealth of knowledge in working with distributors.  We’re delighted to
have Dan on board, knowing that our distributor partners will be in very good hands. 
Welcome aboard Dan!”

Article written by:  Lindsay Anderson, IPR®

Recently I had the pleasure of bringing into the Integra Distributor Network, Tonino West Distributing of Carson City, Nevada. They joined the network because of their close relationship with Elko Food Service in Elko, Nevada. Actually, Elko Foods is a customer of the parent company of Tonino West called The Sausage Factory. They are a meat products manufacturer in Carson City that opened its doors over 25 years ago. Originally part of a similar company based in New Jersey, Al Tonino brought his sausage making expertise to Carson City and started The Sausage Factory. Today they sell a variety of meat products to many casinos, restaurants and other wholesale food buyers within a 150 mile radius. Their clientele base includes many prestigious accounts in the Reno/ Lake Tahoe area. Currently, Al's son, Joe Tonino, handles the day to day operations with his very capable assistant, Karla Bell. After prompting by Aaron Taylor, owner of Elko Foods, Joe and Karla saw the potential of chemical sales, and signed on to be an Integra Distributor. They hired Debbie Nolan, who has a lot of experience in sales, to oversee this new venture. Both Debbie and Karla attended the Integra University in June, and came away very impressed. Of course it always takes time to set up a new program such as this, but they have hit the ground running. As I write this, I am on my way to Carson City to help them with their first laundry install at the Biltmore Lake Tahoe. I will be training several technicians, Debbie and Joe on the procedures for a laundry setup. I mention this because this will lead to numerous other OPL'S (on premise laundry) which includes several of the largest casinos in Reno. Al Tonino's friendships and contacts run deep in this area, and I see only great things coming to pass for Tonino West Distributing. Welcome to the network.

The BIO CLEAN System

BIO CLEAN is the latest edition to our growing family of GREEN housekeeping product selections. It is ideal where employee safety is crucial and where storage space is an issue.

Order Information:

BIO CLEAN … 2/1gal case – order number: PYL3904
BIO CLEAN System 1 Product … – order number: INT08B2

If you’re already an INTEGRA network member, you now have access to a remarkably effective GREEN cleaning system for your customers – whether they are schools, grocery and C-stores, assisted living or a host of other market segments and niches.

If you are an End-User and have been looking for this kind of cleaning option, just click on “INTEGRA Locator” on the main menu bar and find where you can obtain INTEGRA cleaning solutions.

If you are not an INTEGRA Network Distributor, but are interested in this type of product system or are considering a detergent program change, by all means, feel free to contact us directly at 1-800-366-2477. There will be someone there to tell you the INTEGRA story.

 

We are pleased to announce that White Castle Service & Supply of Springfield, Missouri has agreed to join our growing national INTEGRA network.  We look forward to working closely with owner Steve Eakins and his team in the southern Missouri area.

Ledyard Company of Santa Cruz, California has joined the INTEGRA  national network.  We’re very pleased to welcome this prestigious name to our rapidly growing family of strong, independent distributors.  As you can imagine, our strategic imperative to provide safe, environmentally-friendly cleaning technologies wherever possible is very attractive to their customer base.   California is recognized nationally for its drive to become a ‘green’ state in every sense of that word.

We’re very pleased to announce that Chem West, Inc. of Cool, California has joined the INTEGRA Program®national network.  This professional service organization will be the authorized INTEGRA distributor for all of northern California and the state of Hawaii.

We warmly welcome President Rick Antle and his team to our network.  We view this as a significant step in providing seamless service coverage to our growing customer base on the western seaboard.

LAUNDRY SAN

A laundry sanitizer for use in commercial, institutional and industrial laundry operations.   LAUNDRY SAN sanitizes and deodorizes fabrics, while reducing bacteria counts by 99%.  It is a quat-based sanitizer that is safe for colored textiles.

LAUNDRY SAN provides sanitization against Staphylococcus aureus, Klebsiella pneumoniae, Psedomonas aeruginosa, and Methicillin-resistant Staphylococcus aureus (MRSA).

New National Network Members...

We’re pleased to announce that the following quality organizations have joined our growing INTEGRA Program® national network:

Bruco, Inc.  of Billings, MT / ChemMark of Spokane, WA / Elko Foodservice of Elko, NV / Kleen Solutions of Halsey, OR / Mid-America Equipment of O’Fallon, MO / Termac Corporation of Philadelphia, PA.

For additional information on these INTEGRA Program® Distributors, please click on the ‘INTEGRA Locator’ map in the left hand column of this home page.

INTEGRA System® innovations...

We operate under a ‘continuous improvement’ regimen.  Two major developments have been successfully implemented over the past 12 months.  The first is our new SurSeal™ safety valve in both a non-vented and vented style.  The SurSeal™, which come in the neck opening of each INTEGRA capsule, allows the operator or technician to safely remove a partially full INTEGRA capsule for storage or so that the INTEGRA System® can be serviced.

The second development is the introduction of a special handle for the INTEGRA product capsule. This handle makes it easier to remove each INTEGRA capsule from its case and place it into the Activator™.  

Both of these innovations are designed to keep the INTEGRA System® the safest, most convenient chemical dispensing technology in the marketplace today. We continue to work diligently to bring innovation and simplicity to chemical staging and dispensing.I