FRONT DOOR 4ORIENTAL & FINE AREA RUG MANUAL

IDENTIFICATION AND SALES TECHNIQUES

ORIENTAL & FINE AREA RUGCLEANING FACILITY

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CHAPTER 1

FIRST IMPRESSION:“A great first impression sets the tone for great customer service” – Scott Kirkman

The first impression we give at the door has been drilled into our psyches: tuck your shirt in, wear a belt, be clean shaven, smile, give a warm hand shake and thank our customers for having us out. These small gestures ‘set the proper tone’ and put our customer’s at ease; witnessing first-hand the patented Stanley Steemer professionalism.

The Front Door 4 customer service manual states, “perception is reality.” It goes on to say, “Our customer will perceive the kind of service we will provide them, based on the type of first impression we provide them.” This is especially true with our area rug division.

The Oriental and fine fabric area rug centers service the only product line that is taken outside the home to be cleaned. Our customers must be completely confident with you, your product knowledge, and the process their investments are going to go through.

The biggest hurdle we have to overcome is changing the perception from simply being wall-to-wall carpet cleaners to being professional rug cleaners. Doesn’t sound like a huge leap? Think again. Area rug cleaning presents many more challenges to professional cleaners than does wall-to-wall carpet. The first step in changing perceptions is knowing what you’re dealing with and being informed and professional.

Look at the diagram:

Knowing the different parts of the rug will start to change the perception the customer had before you arrived. Is this a part of the first impression? In short, Yes.

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When you first see the rug, whether it was listed on the order or not, your customers are seeing you identify it for the first time. It’s the first interaction with the customer concerning the area rug. The words you use at this point go a long way to altering their perceptions about our training process.

Key Words and Phrases: Planting Seeds

Using the vocabulary when commenting on their rug builds confidence and connects with the customer.

Examples: • That’s a very unique medallion. • I love the way the field makes the medallion stand out. • The corner brackets shape the field perfectly around the medallion.

Make some example ice-breakers in your own words using three rugs in the room:

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CHAPTER 2

OUTSTANDING WALK-THRUSetting Expectations

The outstanding walk-thru is an intelligence gathering mission. This is the time to listen to your customer and set expectations as you would with wall-to-wall carpet. Take it a step farther and identify the rug’s construction.

Get down on one knee and flip a corner of the rug to check its traits. Listen to the customer. Comment on the construction. Ask power questions (questions that make the customer form a sentence): Who? What? Where? How Much?

Below are the four major groups of rugs and ways to identify them:

1. Hand Woven (Knotted) Today, these rugs are considered oriental no matter their manufacturer’s location. The pattern of the rug can be seen on the front and backside. The fringe is an extension of the foundation and the side-cord (selvage) is woven into the rug. These rugs are seldom symmetrical (perfectly shaped) which adds to their value. Hand-woven rugs should NEVER be cleaned in the customer’s home. These rugs present many challenges to professional cleaners and should always be cleaned in a controlled environment. Our off-site area rug facilities are designed specifically for this type of rug. If the rug is deemed contaminated, dyes have already started to breakdown and the circumstances may cause problems beyond the control of the facility. (See urine waiver)

Oriental Flat Weave (no pile height) 1

Key Words, Questions and Phrases: • Where did you get the rug? • How often have you had it cleaned? • What kind of cleaning agents have you used on it? • I can ID it by its construction. • See how the sides are wavy? Woven Oriental Orientals are rarely square. • The fringe is part of the rug not added later. • The side cord is woven into the rug not sewn on to it. • Our facilities are designed specifically for oriental rugs. • True Oriental rugs need to be cleaned in a controlled environment. • I can’t in good conscience clean it here.

If the customer refuses to send the rug to our facility, politely decline to clean the rug in house and walk away. There are too many variables to consider when cleaning a true Hand Woven Oriental rug.

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2. Machine Woven A lower price point (do not mention that to the customer) that has elements attached after construction. Fringe is added and looped into the foundation.

The side cord is sewn on not woven into the rug. The white foundation yarns are very visible. These rugs are stiffer to the touch and perfectly symmetrical due to the power looms manufacturing process.

These rugs can be made of wool, mercerized cotton, viscose, jute, etc. (natural fibers) so it is highly recommended not to clean in home. They must be cleaned in a controlled environment by rug cleaning technicians. Some machine made designer rugs may be worth thousands and be very delicate; unable to withstand the rigors of a truck mounted cleaning.

Key Words, Questions and Phrases: • Have any pets had access to the rug? • Did you use any over the counter treatments? • How long have you had the rug? • Different fibers require different cleaning methods. • Our state of the art facility is designed to identify and clean according to the fiber content. • I would be doing you a disservice if I cleaned it here. • Our facility thoroughly cleans both sides of the rug which increases the lifespan of the pile height and foundation fibers. • Natural fibers are much more delicate and need specialized care.

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3. Hand-Tufted (scrim backs) Rugs can range from a few hundred dollars to several thousand. They come with a cloth covering over the foundation to protect the foundation yarns. The majority come from India and China. These rugs often times are made with contaminated glue and can present many problems for cleaners if they are many deemed contaminated with animal urine. (See hand tufted waiver.)

Since these rugs are usually made of wool it is highly recommended that off-site cleaning in a controlled environment be performed. Cleaning in home may cause cellulosic browning, wicking of substances from backing, odor caused by contaminated glue, delamination etc.

Key Words, Questions and Phrases: • That’s a beautiful hand tufted rug. • How long have you had it? • Do you know if there is any pet urine present? (look at entire backing for discolorations) • Most hand tufted rugs are made of Wool, a natural fiber, and requires a controlled environment to clean. • Our rug center manager may give you a call to explore other decontamination methods. • Our rug cleaning technicians are trained to identify and clean natural fibers appropriately.

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4. Machine Tufted Rugs with a polypropylene backing that have been glued on. These rugs are have the lowest price point and are constructed in the same way as wall to wall carpet.

Modern machine tufted rugs also use bast fiber backings (sisal, jute, hemp as shown on the left) which can shrink, buckle and warp. Although these rugs are usually olefin (synthetic fiber) problems can occur with the backing if overly saturated.

It is highly recommended that machine tufted rugs with a natural backing be cleaned off site in a controlled cleaning environment. Those with polypropylene backing also benefit greatly from our center’s expertise.

Key Words, Questions and Phrases: • With this type of backing (jute, sisal, hemp, linen) offsite cleaning is recommended simply due to the fact bast fibers can shrink, warp or buckle. • The offsite process is much more comprehensive and will yield much better results. • We can’t remove stains, but we will do everything in our power to restore the rug. • If you’ve used anything over the counter the spot may have set into the fibers.

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Role Play:

Two people choose two rugs in the room for an outstanding walk-thru. Create conversations (like the one below) using the key words, questions and sentences from above. Then create a third in your own words.

Remember: “if you explain before it’s a reason, if you explain afterwards it’s an excuse” Example:

T: That’s a beautiful medallion. Where did you get this rug? C: I’m not sure my husband bought it years ago.T: Have you ever had it cleaned?C: I think he has it picked up. Do you clean area rugs?T: Oh yes ma’am (bending down to inspect the backing) This is a true Oriental. (pointing) See the way the side cord is woven in not sewn on.C: Is that how you can tell? T: One of many, I can tell the fringe is an extension of the foundation. We’re trained to identify rugs by their construction.T: How many pets do you have?C: Just two dogs.T: Animal urine overtime breaks down acid dyes so I would be doing you a disservice if I offered to clean it here. These type of rugs should be cleaned in a controlled environment by our well trained area rug specialists.

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In your own words:

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CHAPTER 3

UNPARALLELED CLEANING SERVICEA Unique Challenge

Unlike any other product line at Stanley Steemer we are charged with removing the furnishing from the home. You may think that the unparalleled cleaning service ends here for you and it is up to the facility staff to follow through. You’re wrong! The unparalleled cleaning starts with you. The first step as with any of our lines is to show why they need the cleaning. Demo! Demo! Demo! Sell the product, not the idea.

Steps to Demo:

Tools: Handheld video, upholstery tool, white towel, vacuum hose 1. Play the video for the customer as you start your demo 2. Place a clean white towel over vacuum hose of upholstery tool 3. Dry Vacuum over large portion of rug’s pile and backing (explaining topical dry vacuum as compared to our system) Area rugs can hold up to 81 lbs. of soils for every 19 square feet. They are one of the largest air filters in our homes. 4. Remove the white towel and show the ‘puck’ explain the small amount you tested. Now that you’ve added the rug, the next step is critical: Documentation

Documentation: the ability to document and inform the customer is paramount as our liability goes up with the cost of the rug.

Below are industry terms that you must be familiar with in order to head off complaints or misunderstandings before and after the cleaning process.

We have two new waivers:

Tufted Rug Waiver: (pass around the sample) If a rug has a backing and is deemed contaminated, it cannot be U-Turned unless the customer gives express consent. There are lots of inherent problems that may arise if this is overlooked. The customer has options: a. The rug can be saturated with U-Turn (only way to guarantee decontamination) once the inherent problems arise we can have the backing replaced, via outside contractor, or deliver as is depending on the customer’s wishes. b. Bio-Assist is a topical enzyme digester that feeds on the organic odor causing bacteria (does not guarantee decontamination) coupled with deodorizer assures the customer of odor removal.

Go over the tufted rug waiver carefully with your customers so they know their options. If they have any questions have them contact your local rug center manager.

Oriental Urine Waiver: Oriental rugs that are contaminated present cleaners with additional concerns because of the high alkalinity of urine. Once urine sits it goes from an acid to an alkaline in a matter of minutes. The longer decontamination is put off the higher the alkalinity. Materials with a high alkaline pH cause dyes to migrate when exposed to moisture.

Contaminated Orientals present problems that are out of professional cleaner’s hands. Go over the waiver and make sure the customer understands we will take every precaution to prevent this from happening, but the possibility is still there. Make sure they sign the waiver.

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Invoice:

1. Abrash – Striations in color caused by changing spools of fibers during the weaving process. Each spool takes color and fades differently. This is a desired trait, proving the rug is hand woven. (Not Correctable.) 2. Symmetry – A perfectly symmetrical (shaped) rug is usually machine woven (still high end) Asymmetrical (misshapen) rugs show the piece is hand woven and is also a desirable trait. (Not Correctable) 3. Fringe – missing, tattered, or discolored fringe must be noted on the invoice. (Repairable depending on location.) 4. Side Cord (selvage) – If the binding, weave that encompasses the outer perimeter of the rug, is excessively worn, ripped, or repaired previously it must be documented. (Repairable depending on location) 5. Dye Migration – High alkalinity from pet accidents causes dye migration if left untreated over a long period of time. The right questions must be asked to determine in-plant methods for cleaning. (Correctable for a separate charge) *Colors that have ran into other colors; preexisting bleeding must be photographed and listed on the invoice. 6. Stain Locking – over the counter chemi`cals may cause spots to lock into the fibers causing stains and preventing our facility’s staff from removing it completely. (Not Correctable) 7. Fading – Sun fading, Chemical fading, and bleaching are all correctable but at a separate charge. While we are equipped to repair bleach spots we use outside contractors to restore large areas of sun and chemical fading. (Correctable but separate charge) 8. Dry Rot – When the foundation fibers become brittle and dusty and warp or weft yarns begin to break. (Not Correctable.) 9. White Knots – Foundation knots that begin to show through to the pile due to excessive wear and loss of pile height. (Short term correction.) 10. Sprouts – Fibers that have broken free from the loop and pop up through the pile. (Correctable.)

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If you witness any of these during the pick-up, take the time to document them on the invoice and explain what you are seeing to the customer. If you do not know: “You can expect a call from our area rug center manager who will explain everything in more detail and go over your options.”

Pictures: The More, The Merrier

1. Entire Rug 2. Fringe (Both Ends) 3. Trouble Areas 3-5 pics (see terms above) 4. Damage (selvage, pile, fringe) 5. Backside (bleeding, dry rot, contamination) 6. Picture of Your Invoice (this separates the rugs for easy assimilation into the ARCS)

Transit: Watch the Open End

1. Explain Invoice and have customer sign. 2. Keep white Copy / Give Customer Pink Copy. 3. Use Heat Resistant / Waterproof Bags to cover the rug in the home. 4. Load it in the van with the open end up and away from dangers in the van. 5. Put your invoice copy in the bag with the rug.

Let’s Practice:

Get into teams of two. Using the rugs in the room take turns: doing demos, explaining what you see to the customer, filling out invoices, taking pictures and bagging them up for transit.

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CHAPTER 4

RETENTION BASED CLOSINGThere’s still no replacement for a handshake, a smile and thanking the customer for having us out. Remember, we are taking a valuable possession from the client’s home. Reassure them it is in the best hands possible and our area rug technicians and managers are trained extensively and will keep them informed during every step of the process. Give them your rug center manager’s extension if they wish.

Delivery:

Once the cleaning process is completed and the rug is ready for delivery, they will be contacted to set up a time that is convenient for them. When relaying the rug here are the steps to follow:

1. Move the furniture so the rug will roll out flat. 2. Unbag the rug and remove the tape carefully (do not pull out fringe). 3. Roll it out and let them see the finished product. 4. Comb the fringe flat. 5. Explain the trouble areas or concerns they had initially and the methods we used. 6. Once they are satisfied explain the benefits of rug padding (you should have a custom pad in the truck ready). 7. If the pad is sold, place it under the rug for the customer. 8. Replace the furniture as they desire. 9. Give the brochure and the coupon for their next cleaning (Area Rugs should be cleaned every 12-18 months according to foot traffic). 10. Give some extra coupons for their friends. 11. Thank them for having us out.

You’re not always going to have customers that are inquisitive. Most will agree or disagree and you’ll move on. Those that do ask, care enough about them to take a note and let them know you will have the rug center manager, who goes through a lot more training than you, give them a call prior to the cleaning process.

Note* Understand the rug center manager can’t call every single customer. Get with your facility’s manager and see how available he is to take calls during the day. Get their contact information, it’s a valuable resource.

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Let’s do the Math: 8x10

We average 8 jobs per truck per day. Of those lets say 6 of them have hard surfaces. Then, 40% of hard surface floors are covered with an area rug. So you have 2 rugs per day (assuming there’s just one rug per home) and you get one of them.

Assuming there are no pets, it is not an add-on and no additional services are required let’s do the math: 1 8x10 area rug = 80 sq’ 80 sq’ x $3.00 sq’ = $240.00 $240.00 x 14% = $34.00 $34.00 x 5 days = $170.00 $170.00 x 52 weeks = $8,840 annually

That’s math I can get in to. Math that puts money in your pocket and the best service available on the market for our customers. It’s a win win scenario.

Utilizing the skills and the information in this manual is key to your success. Predicting the possible earnings is based on variables and those variables change according to the individual. It is up to you. Be knowledgeable, be confident and you will sell it.

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NOTES

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