S-T-R-O-K-E

A friend sent this to me. If you think someone is having a stroke, remember the 1st three letters, S-T-R. Ask the individual to SMILE then ask them to TALK and speak a simple sentence like, "It is a beautiful day today." Ask them to raise both arms. If they have trouble with any of these tasks, call 911 immediately and describe the symptoms to the dispatcher.

Another sign of a stroke is to ask the person to stick out their tongue. If the tongue is crooked or goes to one side or the other, that's an indication of a stroke. A noted neurologist says if he can get to a victim within 3 hours he can reverse the effects of a stroke. The victim may suffer severe brain damage when people nearby fail to recognize the symptoms of a stroke.

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Big change in origin of referrals

In years past, most referrals came to us from carpet mills, carpet retailers, furniture stores, banks and insurance companies or indirectly from consumers who were told by one of them to call us. Things have changed in our "Network of Excellence" referral service because of internet search engines and a dramatic increase in computer usage by consumers.

Today most accesses to our web site are consumers looking for a carpet cleaner or searching for information about cleaning. How do we know? If they can't find a local cleaner in our referral directory near them, they call our toll free number. Generally we are able to recommend a certified cleaner within a reasonable distance from the caller's home or place of business.

The total number of accesses to this web site in 2010 were 7,121,50; 2005 - 6,803,494; 2003 - 3,735,610; 2001 - 417,621; 1999 - 71,645 ; 1997 - 7,914; 1995 - 823. The good news is that you can link to this site and haveyour own home page for a one-time fee of only $99.

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Marines are a bargain

There's talk of cutting military budgets and I'm for that since there is undoubtedly a large amount of waste there. But a hard look should be given to the value of the various departments and especially where those cuts should be made. Here's one jarhead ('44 to '51) who can't help being proud of his old outfit. Look at these stats:

In 2010, the Marine Corps represented only 6.1% of the DOD budget yet Marines provide 15% of ground brigades and Regimental Combat Teams, 12% of fighter planes and 19% of attack helicopters. Average cost: Marine - $63,335, Soldier - $72,781, Sailor - $76,694, Airman - $78,701. Of the total Fighting Forces: USMC 136,182 (67%), Army 307,700 (56%), Navy 162,400 (50%), Air Force 119,000 (36%).

Chesty Puller said, "Sergeants run the Marine Corps." Serving in lower ranks: USMC 83,047 (45.7%), Navy 79,324 (28.9%), Army 118,792 (25.6%), AF 69,265 (26.0%). And lastly the number of Generals and Admirals: USMC only 81, Navy 221, AF 284, Army 315. Even the Defense Department has 81 Generals (the same number as the Marines). It's obvious some of the armed forces are top heavy in rank which might be a good place to start cutting?

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Dr. Berry* wrote

..."Carpet is a sink." That infamous quote was intended to emphasize the fact that carpet needs to be cleaned regularly. Instead, it has been used out of context in extremely negative ways. A good example are the hucksters in the cleaning and supply industries who use horrible looking dust mites in consumer advertising that have no doubt been detrimental to carpet sales.

Dr. Berry has recently published a thoughtful article on "green" cleaning that is an informative summation of the faddish movement. He dispels some "green" myths and presents facts to support his opinions. Congratulations to Dr. Berry on a public service. I hope the hucksters don't figure out a way to use it. But, be assured, they'll try!

http://cleanfax.com/article.asp?IndexID=6637473

*Dr. Michael A. Berry is retired from the U.S. Environmental Protection Agency (EPA). He writes on health policies and environmental management strategies.

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Some tough issues facing business this year

Hiring - Immigration enforcement will crack down on hiring illegal immigrants. This means further employment verification obligations. The Department of Labor wants greater transparency on wages owed, especially in areas of minimum wage and overtime. Penalties on those who fail to pay their workers proper compensation will be increased.

Taxes - Some tax changes include a partial payroll tax holiday and the ability for businesses to expense 100% of their capital investments. That's the good news. The IRS is ramping up an employment tax audit program that will focus on employee misclassification, executive compensation, fringe benefits, and adherence to general employment tax filing requirements.

Unemployment insurance surprise - Funds in many states are critically low due to large numbers of people out of work for extended periods. Many employers will see rates higher in 2011 to replenish depleted funds and repay federal loans that allowed states to continue to pay benefits. Measures to reduce unemployment insurance fraud are in the works, too.

Some gotchas - Several states are facing budget shortfalls and may initiate impromptu taxes, fee increases or filing charges to raise revenue. Many state agencies are reducing staff, which could result in processing delays for businesses requiring licensing or other state services. Bad service from state government...so what else is new?

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Carpet cleaners aren’t the only ones

BS advertising, a common advertising tactic in the carpet cleaning business, is spreading and has even infected the duct cleaning industry according to Consumer Reports. The BBB is currently involved in an expose' on national television. Some of these con artists make carpet cleaners look like Cub Scouts by comparison.

The scam works the same way carpet cleaners do it. Advertise a low price and then do the hard up sell. In duct cleaning, mold remediation is the magic ingredient that costs a lot more, sometimes thousands of dollars. If the customer doesn’t bite, the BS operator gives it a cursory effort and moves on to the next mark.

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BS...A curse on our industry

I'm talking about real BS (Bait and Switch). They advertise $5.95 to clean a room full of carpet. As professionals, we know they can't go anywhere and do anything at that price with the cost of gasoline what it is today. Sadly, they leave a trail of misery and discontent with gullible consumers who may spend hundreds of dollars and usually get an inferior job.

The Better Business Bureau says, "If it sounds too good to be true, it probably is!" In BS carpet cleaning operations, "Basic Steam" is usually the hook that leaves wiggle room for the scam. Vacuuming, pre scrubbing, detergent, spot removal, moving furniture and other functions are at an extra charge. These are normally included in the price quote of a reputable cleaning firm.

With the help of the PCA, crooks have been exposed on television in New York, Ohio, Indiana, Florida and California. Hidden cameras, interviews with ex-employees and customers along with sting operations haven't even begun to scratch the surface of this unscrupulous racket. Chances are there is one working or lurking near you.

Learn to explain your pricing to your prospects and customers and tell them how BS operators work. If one is operating in your area, alert the BBB, Angie's List, the state Attorney General and your city or county Consumer Affairs Office if there is one.

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A company and man I admire

Racine Industries is a family business founded in 1935 by H.D. Rench. He worked with Bigelow Carpet to develop dry extraction cleaning in 1938. Today, Racine Industries distributes products in 60 countries. Bane-Clene has been in business since 1962 and has made it to only 15 foreign countries. I can't help admiring the longevity and success of good competitors.

Racine Industries has operated the HOST School since 1978. It's a 5,800 square foot, state of the art, training facility that offers courses in carpet care. More than 22,000 industry professionals have attended. 1978 was the year Bane-Clene Institute opened but we have graduated only 3,214 students. Knowing how hard these numbers are to come by, I have to admire an enterprise that achieves such impressive statistics.

Fritz Rench began his career with Racine Industries in 1958. He rose to the top in management and retired after forty years of service. Ten years after he retired, his company needed him again so he came back and resumed his duties as CEO. He's one tough guy who does what he has to do. I admire his politics and especially his ability to overcome adversity. Way to go Fritz!

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Burglar info

Over the holidays our local police sent out a notice with a list of, "Ten things a burglar will never tell you." Look what's # 1 on the list. Makes you feel warm and fuzzy all over doesn't it?

# 1. "Of course I look familiar. I was here just last week cleaning your carpets, painting your shutters, or delivering your new refrigerator. Thanks for letting me use the bathroom. While I was in there, I unlatched the back window to make my return easier."

The other nine were not nearly as interesting.

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Dumping dirty water ... again

It's not unusual for scofflaws to be caught dumping dirty water. I'm writing about this for another reason. An Illinois carpet cleaner was cited for violating the state’s EPA Act by illegally dumping dirty water in a storm drain. The bold offender contends he uses environmentally friendly ("green") cleaners and has vowed to fight the case in court.

If the poor slob thinks pleading "green" will get him off, he's in for a rude awakening. Even though he says he uses products the environmentalists adore, it'll be fun to watch them throw the book at him. The fact remains that he shouldn't have dumped in a storm drain and he should be punished. All OLCs should know that.

The reason this case is noteworthy is that EPA has taken on vast new powers during the past two years. They have bypassed congress with regulations that could never otherwise make it into law. They also have the power to enforce them. Some new regulations, hidden in thousands of pages of bureaucratic verbosity, will be shocking when they see the light of day. Heads up!

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Does anyone else ever wonder...

.....about all this talk of reducing the deficit? Politicians say it's going to be painful and everyone will have to suffer. The pain will include cuts in Social Security, Medicare, Medicaid and even a "wage freeze" for federal employees. Freeze? I haven't heard a word about a pay cut yet. That's what a company does that's losing money and the government is in the red, big time. Every federal employee including the President, Congress, every department, contractor and sub-contractor should take serious pay and budget cuts. The average pay of federal civilian employees in 1987 was $28,984.00 compared to $81,258.00 in 2010.

......about our huge trade deficits? FedEx® announced four non-stop flights a week from Shanghai, China to Indianapolis. They're really excited about the massive tonnage that will be coming in on those big planes. The news release didn't say anything about any outgoing tonnage. I wonder if they fly back empty?

.....about our children's education being so far behind the rest of the world? Maybe it's not the kids' fault. And it sure couldn't be the fault of the school buildings. They're like Taj Mahals. Is it possible that parents have abdicated education to teachers who are not up to it? Worst of all, much education today seems to come from the boob tube and Hollywood.

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Make customers feel important

Using certain words and phrases will raise the level of importance your customer feels. Learn to use a few of these words and phrases everyday and you'll be amazed at the improvement in customer relations you'll experience. It might not hurt to try them on co-workers, too.

The most basic is "Please..." which is one of the greatest words in human relations. "May I..." implies authority. "I'd like your opinion..." suggests wisdom. "You are so right..." is a pat on the back. "As you of course know..." indicates knowledge. "I'd appreciate it if...." is an implication that they have the power to refuse or grant a request. And don't forget the most important one of all, "Thank you!"

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Comments on industry news

Lisa Wagner and Jim Pemberton taught a cleaning class together in Ohio last month. Jim is the son of Lee Pemberton, a long-time and much respected industry educator. Lisa is a second generation cleaner and rug expert. Her mother is a well-known California rug repair specialist. This reminded me of a royal happening. A Prince and Princess from thousands of miles apart working together for the good of their kingdoms. Well maybe that's a stretch, but I like it.

CFI and ProSource® hosted a week long installer educational event in Wisconsin. Installation is the leading cause of consumer discontent with carpet. Jim Walker started CFI many years ago and it has been a leader in teaching how to solve installation problems. Unfortunately, petty industry politics has tried to stifle CFI, but it's beginning to blossom and hopefully will reach its full potential. Congratulations and thanks to the CFI and ProSource.

PET/ BCF fiber is gaining in popularity. One carpet maker says the fiber offers strength, soil protection, durability, softness and body. Lifetime stain, soil, and pet stain warranties, plus a 15 year warranty for abrasive wear and texture retention attest to their confidence in the product. It'll be interesting to see how the consumer feels about it in a few years. From an old carpet cleaner's point of view, they can call it whatever they want, it's still polyester. Be careful!

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