ICS July2010 : Page 6

Editorial Comment By Jeffrey Stouffer Keeping the Momentum Going Sometime in the last 18 months you’ve probably heard it muttered by someone, perhaps a competitor, maybe a friend, or even under your own breath: “I just need to make it to (insert date here) and I’ll be OK.” and-starts disease, that “drop dead” date keeps getting pushed further down the calendar. To compensate, companies have cut staff; slashed operating budgets; delayed or cancelled equipment upgrades; refocused and refi ned new marketing efforts; expanded service and product offerings…the list goes on. Suffi ce to say, whatever steps you’ve taken in your company to this point, the F engine that has kept your business going while others have closed their doors must continue to operate in high gear. No rest for the weary. “Over the last fi fty years as an industry, we have spent billions marketing the fact that carpet cleaning is a commodity that should be chosen based on who is advertising the lowest price.” So says Steve Toburen in “Gotcha! Avoiding the Carpet Cleaning ‘Commodity’ Trap” on page 22. Ever feel like little more than a human price point? Steve looks at three key areas in which cleaners can immediately – and inexpensively – bring about change in the way your clients perceive you and your services, and how focusing on the little things ends up leading to big rewards. Whether you expect to further expand your service offerings or remain focused on a short list of specialties, if you’re considering hard surface work, Gordon Hanks lays out some of the simplest, yet most effective, gadgets and tools for tile work before, during and after cleaning in “Taking on Tile and Grout” on page 16, while Stan Hulin tries “Putting the Finish to Ceramic Floors” (page 42) and explains the frustration and failures that can occur when working with unfamiliar chemicals and surfaces. Looking for a reason to pull your hair out? Try getting a floor fi nish to successfully adhere to a glazed ceramic tile. While not as contrarian as it may have seemed this time last year, the idea of ex- panding in uncertain times still has the capacity to send some running for the hills. History shows, though, that volatile periods can offer some of the best opportuni- ties to do just that if you approach it the right way. In “Get on Track and Off the Truck!” on page 34, Howard Partridge breaks down the fundamentals of expan- sion, spotlighting the bad with the good and laying down what you need to take into account before you act, so that the fi rst step can be taken with confidence. You’ve made hard choices to make it this far; let’s keep the momentum going. 6 Cleaning Specialist | July 2010 or many, with the nascent economic recovery still suffering from bouts of fits- ® Group Publisher ❚ Phil Johnson, Publisher ❚ Evan Kessler Western Regional Manager ❚ Jim Roy Editor ❚ Jeffrey Stouffer Sr. Art Director ❚ Rick Arvidson Art Director ❚ Manda Chan Production Manager ❚ Amy Levin CONTRIBUTING EDITORS Jeff Bishop, John Braun, Dave DeBlander, Aaron Groseclose, Gordon Hanks, Stanley Quentin Hulin, Howard Partridge, Steve Toburen, Ruth Travis BNP Media Company, II, L.L.C. Publishing and Sales Office: 22801 Ventura Blvd., Suite 115 Woodland Hills, CA 91364 Phone: (818) 224-8035, Fax: (818) 224-8042 E-mail: ICS@bnpmedia.com Publisher ❚ Evan Kessler (303) 255-1263 Western Regional Manager ❚ Jim Roy, (818) 224-8035, ext. 2215 CORPORATE OFFICE: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 www.bnpmedia.com CORPORATE DIRECTORS Publishing ❚ Timothy A. Fausch Publishing ❚ John R. Schrei Audience Development ❚ Christine A. Baloga Custom Media ❚ Steve M. Beyer Corporate Strategy Director ❚ Rita M. Foumia Information Technology ❚ Scott Kesler Production ❚ Vincent M. Miconi Finance ❚ Lisa L. Paulus Creative ❚ Michael T. Powell Marketing ❚ Holly Banks Directories ❚ Nikki Smith Human Resources ❚ Marlene J. Witthoft Conferences & Events ❚ Emily Patten Clear Seas Director ❚ Beth A. Surowiec Marketing Contact/Manager ❚ Rick Arvidson AUDIENCE DEVELOPMENT Corporate Audience Development Director ❚ Christine A. Baloga Audience Development Coordinator ❚ Christina Gietzen Corporate Fulfillment Manager ❚ Alison Illes Audience Audit Coordinator ❚ Kelly M. Carlson BNP Media Helps People Succeed in Business with Superior Information For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail ICS@halldata.com Web: www.icsmag.com

Editorial Comment

Jeffrey Stouffer

Keeping the Momentum Going Sometime in the last 18 months you’ve probably heard it muttered by someone, perhaps a competitor, maybe a friend, or even under your own breath: “I just need to make it to (insert date here) and I’ll be OK.” For many, with the nascent economic recovery still suffering from bouts of fitsand- starts disease, that “drop dead” date keeps getting pushed further down the calendar. To compensate, companies have cut staff; slashed operating budgets; delayed or cancelled equipment upgrades; refocused and refined new marketing efforts; expanded service and product offerings…the list goes on. Suffice to say, whatever steps you’ve taken in your company to this point, the engine that has kept your business going while others have closed their doors must continue to operate in high gear. No rest for the weary. “Over the last fifty years as an industry, we have spent billions marketing the fact that carpet cleaning is a commodity that should be chosen based on who is advertising the lowest price.” So says Steve Toburen in “Gotcha! Avoiding the Carpet Cleaning ‘Commodity’ Trap” on page 22. Ever feel like little more than a human price point? Steve looks at three key areas in which cleaners can immediately – and inexpensively – bring about change in the way your clients perceive you and your services, and how focusing on the little things ends up leading to big rewards. Whether you expect to further expand your service offerings or remain focused on a short list of specialties, if you’re considering hard surface work, Gordon Hanks lays out some of the simplest, yet most effective, gadgets and tools for tile work before, during and after cleaning in “Taking on Tile and Grout” on page 16, while Stan Hulin tries “Putting the Finish to Ceramic Floors” (page 42) and explains the frustration and failures that can occur when working with unfamiliar chemicals and surfaces. Looking for a reason to pull your hair out? Try getting a floor finish to successfully adhere to a glazed ceramic tile. While not as contrarian as it may have seemed this time last year, the idea of expanding in uncertain times still has the capacity to send some running for the hills. History shows, though, that volatile periods can offer some of the best opportunities to do just that if you approach it the right way. In “Get on Track and Off the Truck!” on page 34, Howard Partridge breaks down the fundamentals of expansion, spotlighting the bad with the good and laying down what you need to take into account before you act, so that the fi rst step can be taken with confidence. You’ve made hard choices to make it this far; let’s keep the momentum going.

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