The pressure washing industry helps clean vehicle fleets, houses, restaurants, industrial spaces, commercial properties, construction equipment, farm implements, greasy/oily surfaces, public areas, and so many more.
Performing these operations using proper detergents and cleaning methods is essential. Since detergents are consumable, they naturally offer recurring sales opportunities and help maintain long-term customer relationships. Better customer support can start with smarter detergent sales.
This blog shares several proven methods for boosting detergent sales organized from Hydro-Chem Systems’ history along with other successful distributors and Cleaning Equipment Trade Association (CETA) members:
1. Build a detergent lineup that reflects your market.
Build a detergent lineup that reflects the needs of your target customers. Based on your business, customers & competitors, choose a variety of products or smaller array of niche cleaners to offer for your customers.
Factories utilize degreasers, floor care products, and specialty cleaners. Fleet washing & vehicle cleaning requires specialized soaps and application equipment. Soft washing & surface cleaning have their own category of raw material detergents and chemical additives.
Choose the detergent solutions that allow you to cater to these types of customers. Other factors for choosing the detergents you sell could include:
- Product safety
- Inventory management
- Geography & seasonality
2. Make customers aware of your detergents.
Make your customers aware of your detergent products and chemical catalog. If your business has a showroom, display soap products in buckets or other containers.
Use display materials such as data sheets, descriptive product labels, monitors or TVs displaying visual content, and/or QR codes for customers to easily locate information.
If your business is online, give detergents their own separate product category and landing page. Often, “detergents” are buried under “accessories” along with pressure washer parts like trigger guns, hoses, etc.
Before & after pictures, videos, and tutorials are great ways to engage your customers and generate interest in your detergents on social media platforms.
3. Help your team feel confident recommending detergents.
Your sales, service, and support staff are all regularly engaging with your leads & customers. Get them excited to talk about detergents! This begins with proper education and familiarization with the product line. Utilize your suppliers to provide educational resources or hands-on training.
Employees must have access to detergent information, SDS, promotional materials, and purchasing options. Encourage them to test & use the products themselves to become more trusting in their ability to sell them to customers with conviction.
Evaluate methods for compensating employees for detergent sales. This could include a commission structure for new and/or recurring detergent sales, bonus spiffs, or internal competitions and promotions.
4. Prove your products work.
When you can prove that detergents ACTUALLY work, this eliminates virtually every objection. Product demonstrations are a great tool for helping your customers determine the right detergent(s) for their needs as well as proper instructions for use.
Whenever possible, offer a hands-on demonstration. This gives you more control over the situation while increasing the likelihood of a successful experience and more immediate buying decision. Samples are a great option, but in-person demos give you the opportunity to ensure proper use and achieve the best results.
When performing demos, gather more video and photo content. As mentioned above, this type of content is invaluable for marketing, training, and engagement with your audience.
Generate case studies and gather testimonials from your customers. Capture customer feedback through follow-up interactions, online reviews, or picture/video evidence.
5. Make them simple to use & easy to implement.
Seeing is believing. If you can SHOW your customers how the products work and how to use them with their setup, there is one less obstacle to overcome.
Perform demonstrations, provide printed/emailed information on the products in use, send videos, post QR codes, and make your contact information readily accessible.
Ensure the customer has proper chemical application equipment and accessories for washing. Provide options to purchase them when needed. Verify dilution rates and accurate mix ratios.
Based on how the customer is using the detergents and how much product they are using, select the proper concentration and container size.
6. Stay in front of your customers.
Proactively visit the customer in-person to review product usage, inspection of the wash equipment, and level of clean & satisfaction. Following up with phone calls or emails can suffice for a quick check-in.
On-site visits allow you to make positive connections with decision makers & other staff. Verify whether there are other products present for alternative applications or products the customer may have sourced elsewhere.
If your company is also providing sales & service of pressure washers and/or wash systems, consider offering a preventative maintenance program or service contract to address the totality of the customer’s needs and ensure they continue to use detergents!
7. Be a one stop shop.
Your customers aim to choose a partner that generates results and can be a total solutions provider. Offering pressure washer sales, accessories (trigger guns, hoses, wands, nozzles), maintenance, and other services reduces the likelihood of your customer contacting competitors.
If you don’t offer the products or services commonly used or requested by your customers, consider expanding. If this is not practical, seek affiliations or networking connections that can provide these options for your customers.
Look for upselling opportunities. Inquire about other detergents that may be used by your customers. Specialty detergents like bug remover, salt neutralizer, spray wax, mineral/rust remover, etc. are great candidates for upselling and seasonal use.
Consider upselling new equipment or washing accessories that could improve the customer’s results and efficiency. Introduce new technology and new products to generate excitement and ensure the customer is continuously receiving the best solutions.
8. Evaluate the relationship with your supplier(s).
Your vendors are equally as important to you and you are to your customers. Choose a supplier that provides you with consistent proven products to be sold at a profitable level.
There is a mutual benefit to chemical sales growth between your business and your suppliers. Work together to ensure you have product resources, documentation, and training to support your growth objectives.
Evaluate purchasing power as it relates to ordering volume, discount pricing, freight incentives, and bulk packaging/mixing options. Also ensure you are receiving the latest technology and products to keep up with industry trends and new technology for your customers.
Want to learn more about partnering with Hydro-Chem Systems? Reach out to see if our distribution program could support your detergent sales goals.
