For your customer, your personal belief in the carpet protectors’ effectiveness will be critical! If you (or your staff) tell the "we tested it ourselves" story, the sale is usually more than half closed. However, in many cases, more will be required to bring your customers confidence to the level of purchase:

Consumer Confidence in The Product Brand is Critical!
Today, you as a professional carpet cleaner can purchase and apply excellent, high quality fluorochemical protectors available through your distributor from a number of reliable cleaning product manufacturers. These products all protect well against dry soil, water based spills, as well as oily spills and soils. If the customer has enough trust in the company applying the carpet protector, the name brand of the product may have little relevance. But, remember that your consumer doesn't even remember who cleaned their carpet last year!

Because of the lack of trust and relationships between consumers and the service trades, the tendency of today's consumer is to lean more and more on nationally recognized brand names that they trust. The generic craze of decades ago fizzled for just that reason --they don't trust

an unknown name or company.

Lee and I have dedicated ourselves to providing you, the professional carpet cleaner with the best products available, focusing on brands well recognized in our industry. I'm afraid that this is simply not enough for your prospective customers. In our effort to help each of you maximize your profit from each contact with your customer we have added the best known brand of fluorochemical carpet & upholstery protector in the world to our line of premium products!

This trusted name brand is 3M Scotchgard (tm). While other names, such as Dupont Teflon (tm), are recognized by consumers,
3M Scotchgard(tm) has a 98% consumer recognition. If you couple the name recognition with professional sales aids that support the product's benefits, and document that genuine 3M Scotchgard will be applied, you now can greatly improve the percentage of your customers that will purchase carpet protector.

While it has been an industry practice to use the name "Scotchgard" (tm) as a verb rather than a noun ("Do you want your carpets scotchgarded?"), and then apply any protector (or worse yet, NO protector!), this is a practice

that is dishonest and must be avoided by true professionals. You will now be able to further reinforce your company's integrity and reassure your customer by producing labeled 3M Scotchgard (tm) sales and support materials.

I can promise you that if you will invest the time to test 3M Scotchgard (tm) and use all of the training and sales aids now available to sell both you and your staff first, then invest in the industry's best and most accepted protection product, 3M Scotchgard (tm), and sell the product's benefits with confidence and honesty, you will find your protector sales up substantially, and your customers' confidence in you higher than ever!

If you have any questions
regarding 3M Scotchgard (tm) please e-mail
Jim Pemberton at
jimpem2@comcast.net,
or call toll free:
800-342-2297, extension 107.

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