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We have heard about the green phenomenon for a couple of years now and thanks to the vast amount of research and education that has been disseminated over the past half decade, distributors have a better understanding of what "green" actually means, how to accurately validate a product's claim and they are also learning more and more about how it can positively impact their customers.
All of this has been a good thing. But, while the basic concept of environmentally-preferable cleaning products has been ascertained, moving forward, the distributor will need to know more about the market in general — how (and to whom) to sell green products and services — and not just the product specifications. Distributors will ultimately need to know where to seek out opportunity, know how to educate customers and how to sell the benefits of a Green Cleaning program.
In a nutshell, that's where savvy "green" distributors are headed this coming year: finding market potential, educating the end-user and staying out in front with the latest products and services.
Once and for all
Unlike in the early '90s, the experts were in agreement this time around regarding Green Cleaning: "Green Cleaning is not a fad. Its products and benefits are real and are here to stay," they continue to profess. But, while this statement sounds comforting, not all Jan/San distributors believed it to be gospel … at least not yet. The skeptics out there are still looking for a little proof before jumping head-first into these uncertain waters.
More than just lip service, the statistics are proving that this statement is once and for all coming to fruition. In a recent Gallup poll, between 80 and 90 percent of Americans said they participated in simple eco-conscious behaviors, such as recycling and reducing energy usage, while 73 percent bought environmentally-beneficial products. And, proving that it's not just a movement in Jan/San, but in consumer consciousness as a whole, the sale of all eco-friendly products in 2000 equaled about $140 million. In 2004, those figures jumped more than 100 percent to just under $300 million.
In a recent conversation with several large primary Jan/San distributors, it was said that although the sale of green products and services constituted only about 10 percent of their total annual sales, they were investing heavily into green education and local market research this year.
To add even more credence, one of the large paper manufacturers disclosed late last year that more than half of their upcoming marketing budget would be spent on promoting their products' environmental benefits. All of this points to the realization that the green movement is no longer coming … it is now upon us.
Go with what you know
Now that we know that green does indeed matter (because consumers are demanding it), we need to ask ourselves, as smart business men and women, where is the next market channel to explore?
Initially implemented in education and government buildings, green is now taking root in many more market channels, most of which the distributor is already touching with traditional business today. In addition to Federal and state agencies, cities and education, more eco-opportunity awaits in healthcare and nursing homes, high traffic public facilities, retail, hospitality and the food service industries.
Again, most distributors are in the back of the house already in these categories. The key to selling them on a green program comes with confidence. And, that confidence is born out of a true understanding of the benefits Green Cleaning has to offer the customer.
Pass it on
Before you can educate your customer, you must learn yourself. Today, while there are still a limited number of places to gain unbiased knowledge on green products and services, there are however a few quality, third-party initiatives that a distributor can take advantage of to become an expert in his or her area.
Your trusted manufacturers of high-quality, certified products are a good place to start. But, oftentimes their views, while accurate, are skewed toward their particular product line or service. Let's face it, we don't expect the leading green chemical manufacturer to go spend money on R&D to explore the environmental benefits of paper-making or equipment production.
To obtain a more well-rounded education, the best alternative probably lies in third-party education. Serving nothing more than the common good of the people, these seminars and sessions are likely to help a distributor gain a better understanding of his customers' needs and help them go after that business with a more holistic approach.
One such entity worth entertaining is the online platform, Green Cleaning University. Found at www.greencleaninguniversity.org, this venue gives the distributor options and covers topics to assist the Green Cleaning novice to the more advanced sales techniques. And, it was created and is taught by some of the most trusted names in the industry today.
Beyond green
By now, many distributors are probably stocking some environmentally-friendly products on their warehouse shelves for that customer who requires it. But, for those that are currently selling green programs, it's just a matter of time before your customers come to you wanting to know what is on the horizon that will make their facility "greener" than the others.
In the coming years, it will be more than Green Cleaning products that building owners are seeking. The trend, spurred on by the advent of the LEED certification system, is taking a more holistic approach, where not only will cleaning chemicals and practices be examined for their environmental benefits, but also efficiencies in energy, water consumption and waste reduction will continue to build the green bundle.
There will, however, always be a need to keep an eye on the next level of product innovations in the marketplace. Gaining traction in the market are the biodegradable cleaning products, which are made from soy, corn and other renewable resources. So whether it is product enhancement or closing the loop on the building envelope, remember that green is here to stay and is expanding into more markets. It is also yielding the need of educators at the consumer level.
Jonathan Kidman is a freelance writer.
author: BY JONATHAN KIDMAN