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What do proponents of "specialist" cleaning systems, backpack vacuum cleaners, Amway salespeople and Mary Kay representatives, who drive pink Cadillacs, all have in common? They all believe in the quality systems, products and services they promote or sell. Some might even say many of these people have an "unshakable belief" in these products.
You can't sway their thinking. You might show them other systems, products or services that may be better, but invariably they will find reasons to support their beliefs. You simply will not convince these individuals that a better product is out there. Unless proponents choose to overlook or ignore faulty issues with the items they sell, nothing is wrong with having this type of belief system. In fact, it's probably the reason they are so successful.
Believing in the Jan/San industry
A friend of mine knows many of the top executives of some of the largest and most successful Jan/San companies in North America. Although they come in many shapes and sizes, with all types of education and backgrounds, the truly successful ones have the same thing in common: they believe in the products they manufacture and often are the very best salespeople for these products.
Moreover, every manufacturer, distributor and business owner wants their staff to believe in the products or services they provide and market. When you really believe in a system, product or service, it is much easier to sell them. With this in mind, it was very interesting to note how the state of Vermont recently selected manufacturers to provide green cleaning products for the state's use.
The criteria included the more usual evaluation guidelines, such as: there should be minimal exposure hazard associated with the products' use and application and limited potential impact on the users' health; products should have limited environmental impact, keeping in mind the possibility that they will end up in local wastewater systems and will pollute rivers and lakes; products should be sold in reusable- and/or recycled-content packaging and a preference should be given to products not sold in aerosol containers — which can pose a flammability risk and/or specific environmental problems; and products with synthetic dyes and fragrances should be avoided to limit potential allergic reactions or skin irritations.
However, they also had another factor to measure: the state wanted to know more about the green "mission and focus" of the manufacturers competing for the state's green cleaning chemical contract. According to the state's Specifications and Requirements for environmentally-preferable cleaning products, the state asked bidders to provide evidence of their own environmental initiatives and efforts within their own business operations to protect the environment. The state wanted to know what steps these companies are taking to protect or reduce harm to the environment and promote health and safety.
Apparently, what the state does not want is Jan/San manufacturers who are now producing green cleaning products only because it is the hot trend in today's North American cleaning industry. They do not want manufacturers, in other words, that view green cleaning products simply as a commodity or an add-on product line. Instead, the goal is to select a company that really values the concept and benefits of green cleaning.
Why believing is important
Most likely, one of the reasons the state looks for manufacturers that believe enthusiastically in their products is because they trust their products will be effective and of top quality. Although it is starting to fade from memory, green cleaning chemicals still battle an old image problem: the early green cleaning products tended to be costly and not as effective as conventional products. Selecting a manufacturer that really believes in their product line suggests they have spent more time and taken extra steps to develop high quality, effective and cost competitive products.
Possibly another reason the state is looking for manufacturers that have a green mission and focus is the likelihood they will have a better understanding of green cleaning. A "commodity manufacturer" might have the misunderstanding that green cleaning simply focuses on the chemicals used for cleaning. This could not be further from the truth.
What good are environmentally-preferable cleaning chemicals if the vacuum cleaners employed harm Indoor Air Quality as they blanket surfaces with dust and contaminants? Green cleaning can be compared to the spokes on an old wagon wheel. Each spoke helps support the wheel and if one is weak or missing, the entire wheel can collapse.
Finally, a manufacturer that has a genuine focus on green cleaning understands how valuable it is to the industry and, in turn, how valuable the industry is to the health and welfare of building occupants. Green cleaning and the use of environmentally-preferable products have helped build respect for the Jan/San industry — probably more than anything that has come before.
Often invisible and overlooked, facility managers and building occupants now realize that cleaning professionals help keep them healthy and their businesses and schools productive and active. It's amazing all that can be accomplished by believing.
Kevin Gallagher is vice-president of EcoLogoM. He is responsible for the management and application of sales, customer relations and business development of the organization.
author: BY KEVIN GALLAGHER