FRONTDOOR4✔

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TRAINING MANUAL

FIRST IMPRESSION OUTSTANDING WALK-THRU

UNPARALLELED CLEANING SERVICE RETENTION-FOCUSED CLOSE

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IMPRESSION

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TABLE OF CONTENTS

✔ FIRST

Section 1: FIRST IMPRESSION......................................................2Section 2: OUTSTANDING WALK-THRU......................................10Section 3: UNPARALLELED CLEANING SERVICE......................17Section 4: RETENTION-FOCUSED CLOSE.................................23

Section 1: First ImpressionStanley Steemer is known for exceptional cleaning services, outstanding customer service, state-of-the-art equipment AND professionally trained technicians. As a technician, you are a direct extension of the Stanley Steemer brand. When you are at a customer’s home, it is very important that you represent the company well.

SETTING THE TONEThe first impression is the key to providing exceptional customer service. A great first impression sets the tone for the entire customer experience.

■ Are you representing Stanley Steemer appropriately? ■ Are you confident? ■ Are you professional? ■ Are you focused on the customer’s needs?

ATTITUDEA positive and enthusiastic attitude will help put the customer at ease. You are there to provide the customer with a cleaner and healthier home. By resolving problems and providing a great customer experience, you have the ability to create a lifelong happy customer.

■ Stay positive. ■ Solve problems. ■ Ask questions. ■ Don’t rush. ■ Don’t complain.

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APPEARANCEStanley Steemer technicians are an extension of the 67-year-old brand. Your appearance will help build confidence for the customer when you arrive at their home. The more you take care of your appearance, the more the customer will trust you will take care of his/her home.

Have a clean-shaven face. Wear a clean and pressed Stanley Steemer uniform.

Tuck in your shirt.

Cover any noticeable body art or piercings. Wear a black belt.

Wear proper work boots.

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VEHICLES & EQUIPMENT

Stanley Steemer is known for the iconic yellow and black vans. The vans are used on all marketing materials and are considered “mobile” billboards for the company. The first thing a customer sees when Stanley Steemer arrives in his/her driveway is the yellow van. Just like with your own appearance, it is important that the vans AND equipment are clean and presentable.

■ Clean van = excellent first impression.

■ Check that the equipment is clean and does not bring dirt into the home.

■ Make sure the equipment is not leaking when brought into the home. ■ Be respectful of the neighbors when parking. (Remember, the vans are

“mobile” billboards.)

ARRIVAL & GREETINGThe entire customer experience starts when you arrive at the customer’s home. You have already made sure your appearance and the van will give a reputable first impression, now it is time to start the “performance.”Arrival

■ Do your part to arrive on time. If you are running late because of traffic, dispatch or something else, it is important to proceed directly to the customer’s home.

■ Abide by company driving policies when approaching a customer’s home: ■ Do not speed in the vehicle. ■ Do not smoke in the vehicle. ■ Do not play excessive music in the vehicle.

■ As you approach the driveway and begin to park, use the proper backing and safety procedures to ensure no property damage.

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GreetingA proper introduction and greeting will develop a comfort level with the customer. Both technicians should individually introduce themselves professionally and confidently.

■ Extend your hand for a firm handshake and say: “Hello Mr./Mrs. ________ my name is __________ with Stanley Steemer.”

■ Allow your partner to introduce themselves the same way.

■ Ask politely: “May we come in?”

BUILDING TRUST

The final component of the first impression is building trust with the customer. It can be intimidating for many people to have strangers enter their home. It is extremely important that the customer feels comfortable with having you in their personal space. You are not just in their home to provide exceptional cleaning, you are there to build a lifelong customer for Stanley Steemer. Building trust requires the following:

■ Projecting a comforting demeanor. ■ Being respectful, polite and patient. ■ Saying please and thank you. ■ Asking questions and solving problems.

“Trust can be gained by doing something as simple as thanking the customer for their business.”

Professional People +

Professional Equipment Professional

Service=

It is important to be aware of the customer’s demeanor so you can position yourself on how to best act appropriately and serve their needs.

■ Is the customer happy, sad or unemotional? ■ Is there a lot of activity in the home? ■ Are there children and pets present in the home?

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HAVE YOU SUCCESSFULLY COMPLETED THIS STEP OF FRONT DOOR FOUR?

ELEVATOR SPEECHIn order to develop a rapport with the customer, it is recommended to come up with a short statement to deliver after the introduction. This short statement is also known as an elevator speech. The purpose of the elevator speech is to provide the following:

■ Information about yourself ■ Information about the company ■ What you can do for the customer

Example: Mr./Mrs. __________, we really appreciate your taking the time to have us visit your home today! We’ve come here with a van filled with our best equipment. You have a crew who’s ready to help make your home cleaner and healthier by providing the best possible cleaning and customer service.

Recap: First Impression

Notes:

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Setting the Tone ■ Represent Stanley Steemer appropriately by presenting yourself as confident,

professional and customer-focused.

Appearance ■ A clean and pressed uniform and a clean-shaven face give a good

first impression. ■ Appearance gives the customer confidence that you will take care of

their home.

Attitude ■ Maintain a positive and professional attitude. ■ Put the customer’s problems first and provide solutions.

Vehicles & Equipment ■ Our vans are part of our marketing strategy; treat them like a mobile billboard. ■ Professional People + Professional Equipment = Professional Service

Elevator Speech ■ Develop an elevator speech describing who you are, information about the

company and what you will be doing for the customer on your visit.

Arrival & Greeting ■ Arrive on time. ■ Always adhere to proper safety, arrival and parking procedures. ■ Greet the customer with a smile and a handshake. ■ Introduce yourself and allow your partner to introduce him/herself.

Building Trust ■ Ask questions and make the customer feel at ease. ■ Thank the customer for their business.

Based on this information, what can you do to create a

better first impression?

First Impression Scenarios1. When a customer comes to the door, and in the background the dog is barking

and the kids are crying, how do you best handle the situation?

2. You are late to a job because of traffic and the customer is upset, how do you best handle the situation?

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WALK-THRU

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✔ OUTSTANDING

Section 2: Outstanding Walk-ThruAn outstanding walk-thru is a critical part of the customer service experience. The walk-thru sets expectations about the services to be performed, answers customer questions about the process and allows the technician to address other potential concerns for the customer. It is important to walk through the home with the customer. Take note of additional flooring in the home and other opportunities to provide the customer with a cleaner and healthier home.

INITIAL WALK-THRU ■ This process should be a dialogue between the customer and the technician

about what the customer wants and needs from the service. ■ Use this opportunity to discuss the services they have scheduled and the

process for each. ■ Identify other customer “Pain Points.” An example of a customer “Pain Point”

could be heavy traffic patterns, spots, discolored grout, potential pet accidents and the presence of children.

ACTIVE LISTENINGIt is not enough to just ask questions, it is important that you are actively engaging with the customer and truly listening to their needs. Ways to show your customer you are actively listening:

■ Face your customer and maintain eye contact.

■ Allow your customer to finish speaking before offering a solution.

■ Restate important information to clarify that you understand their needs.

DISCUSS STEEMER SOLUTIONSThis is the point in the walk-thru process where you should provide solutions to meet the customer’s needs. This is also the opportunity to show the customer how Stanley Steemer can benefit other areas of their home, beyond the customer’s originally scheduled service.

■ If the customer has pets and/or children, this is a good time to discuss protector and deodorizer.

■ If you notice the customer has other surfaces in their home, this is a good opportunity to use Stanley Steemer Service Line brochures to inform the customer about additional services like upholstery, hardwood, tile & grout, area rugs, air duct cleaning, etc.

■ Inform the customer that Stanley Steemer is the first to be certified asthma & allergy friendly™ by the Asthma and Allergy Foundation of America (AAFA).

■ Independent testing proved the Stanley Steemer carpet cleaning process removes up to 94% of common household allergens from carpet.

■ Dust mites, allergens, pollen and pet dander are some of the common allergens found in carpet.

■ AAFA recommends having a certified professional carpet cleaning every 3-4 months.

ASK QUESTIONSIt is important not to make assumptions about what the customer needs. Instead, focus on asking good questions that will generate conversation with the customer in order to fully understand what you can do to help. This process should be a dialogue between the customer and the technician about what the customer wants and needs from the service.

■ Have you ever had these areas or items professionally cleaned? ■ Is this the first time you have ever used Stanley Steemer? ■ How frequently do you have your carpets cleaned?

■ Has anyone from Stanley Steemer ever told you about our One Year Clean Guarantee program?

■ Are there any specific areas of concern you would like us to pay close attention?

■ Are there any problem areas in this particular room? ■ What products do you use to clean common spots and spills? ■ How would you like your carpet, tile & grout, hardwood and upholstery to look?

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SETTING EXPECTATIONS FOR THE SERVICEIt is important to set the appropriate expectations before you begin cleaning. It is your responsibility to explain the realistic outcomes of a cleaning service. This is the perfect time to identify troubled areas and explain the cleaning process.

EXAMPLES OF PROBLEM AREAS ■ Stains from certain color dyes are very difficult to remove. It is important that

you discuss these spots with the customer before you begin. ■ Point out any snags or damaged areas on the carpet. It is important to address

these areas with the customer prior to the service. ■ Cleaning does not remove burn marks from carpet; point out any marks you

think might be burns. ■ If a customer says “NO” to recommendations for effectively cleaning problem

areas, they might not get the outcome they expect.

EXPLANATION OF SERVICE ■ If you encounter an issue during the walk-thru process, alert the customer and

involve them prior to starting the cleaning. ■ Explain the cleaning process for the surface area you are going to clean. ■ Explain the costs and benefits of any additional services you discussed with

the customer. ■ Explain the drying process and how long the customer should wait to walk on

the floors.

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HAVE YOU SUCCESSFULLY COMPLETED THIS STEP OF FRONT DOOR FOUR?

Notes:

Recap: Outstanding Walk-ThruInitial Walk-Thru:

■ Perform the walk-thru with the customer. ■ The walk-thru is your opportunity to discuss the scheduled cleaning services

and set expectations. ■ Use this time to gather information and learn the needs of the customer. ■ Identify customer “Pain Points.”

Ask Questions: ■ Ask the customer what their needs are and allow them to point out the areas

they would like cleaned. ■ Never make any assumptions. ■ Allow the customer to talk.

Active Listing: ■ Listen to the customer. ■ Maintain eye contact. ■ Restate important information.

Discuss Steemer Solutions ■ This is a good time to suggest other services or provide the customer with

brochures to “plant a seed” for future sales opportunities. ■ Explain what it means to be certified asthma & allergy friendly™ by AAFA.

Setting Expectations For The Service: ■ Ask the customer what they expect. ■ Discuss any problem areas with the customer before you begin. ■ Explain the cleaning process and what the realistic results will be

after cleaning. ■ Determine whether you and the customer are on the same page.

What questions can you ask to get customer involvement and

generate conversation?

What can you do better during your walk-thru?

Walk-Thru Scenario:1. The customer identifies a spot in the family room from a spilled cup of coffee,

what should you say to address their concerns?

2. During the walk-thru, you notice the stairs have a traffic pattern; however, you were not scheduled to clean the stairs. What should you do?

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CLEANING SERVICE

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✔ UNPARALLELED

Section 3: Unparalleled Cleaning Service

Now that you have built trust with the customer and determined their needs and concerns, it is time for you to follow through with an unparalleled cleaning service.

THE SET-UPPreparing the home prior to the cleaning process will help ensure nothing gets damaged and the customer has a great experience.

■ Make sure you have set up the van safely and properly.

■ Make sure you have placed corner guards in all the necessary locations.

■ Make sure the door guard is in place. ■ Make sure the customer’s pets are secure and

explain to the customer that the sound of the van can often frighten animals.

WORK EFFICIENTLY ■ Develop an action plan prior to starting the job. ■ Communication with your partner is an important part of working efficiently.

■ Inform your partner about areas of concern. ■ Let your partner know when

you are moving lines, hoses and furniture to avoid accidents.

■ Inform your partner and customer when you are prepping new service areas.

■ Determine who will speak to the customer about specific issues.

KEEP THE CUSTOMER INVOLVEDCommunicate with the customer and keep them involved throughout the entire cleaning process to ensure a higher level of trust and satisfaction. There are several steps you can take to build trust and credibility with the customer. Showing a customer what you are able to do is more impactful than telling them. Pre-determining the best cleaning methods and performing demonstrations will ensure the customer is happy with their service.

■ Determine the Best Cleaning Method ■ Should you apply pre-spray to high traffic areas? ■ Should you use Cotton Cleaner on a piece of upholstery? ■ Should you test hardwood floors for acrylic by applying a small amount

of dissolver? ■ Should you apply a small amount of acid tile and grout cleaner to the

grout lines?

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■ Perform Cleaning Demonstrations ■ Carpet/Upholstery Dry Soil Test: Place a clean, dry towel between the

vacuum line and the tool used to clean. When vacuumed, the dry soil will collect on the towel. This will show the customer all the dry soil that needs to be removed.

■ Clean Line Test: This test can be performed on all service lines: carpet, tile & grout, hardwood and upholstery. Inspect and pre-test the surface prior to performing the test. With the customer’s permission, clean a small portion of the soiled area. This will create a “clean line” for the customer to see.

■ Color Seal Demo: Color Seal has the most noticeable before and after effect. Clean a small area of the tile and apply a cross line of color seal to the grout lines. This will show a dramatic difference and provide the customer with an idea of how much Color Seal can change the appearance and uniformity of the grout.

MEET THE CUSTOMER’S EXPECTATIONSIt is important to remember that you are not just cleaning carpet; you are providing cleaning solutions that will create a cleaner and healthier living environment for our customers. The better the experience, the more likely the customer will use Stanley Steemer again and become a lifelong customer. Communication with your partner is an important part of working efficiently.

■ Have you cleaned all of the areas the customer had anticipated? ■ Have you addressed all the concerns the customer discussed during the

outstanding walk-thru? ■ Have you communicated with the customer throughout the service? ■ Have you and your partner maintained a professional attitude through the

duration of the service? ■ Have you represented Stanley Steemer to the best of your ability?

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HAVE YOU SUCCESSFULLY COMPLETED THIS STEP OF FRONT DOOR FOUR?

Notes:

Recap: Unparalleled Cleaning ServiceSummary:

■ Show the customer examples of the cleaning in order to convey what results you are capable of achieving.

■ Develop a plan for managing the customer’s needs. ■ Provide an unparalleled cleaning service.

The Set-Up: ■ Make sure the van and equipment are set up properly. ■ Make sure you have prepared the customer for what the cleaning

process entails.

Keep the Customer Involved: ■ Continue communicating with the customer throughout the service. ■ Show the customer the “clean line.” ■ Address any issues you discover during the cleaning process.

Determine the Best Cleaning Method: ■ By determining the best cleaning method you will avoid extra steps and work

more efficiently.

Perform Cleaning Demonstrations: ■ Allow the customer to see results rather than just hear words.

Meet the Customer’s Expectations: ■ Meeting the customer’s expectations will help build a long term customer. ■ Confirm the customer is happy with the work, never assume.

Work Efficiently: ■ Communication is the key to working efficiently. ■ Develop a plan before starting the work. ■ Working efficiently allows the customer to proceed with their day in a

timely manner.

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What does it take to be efficient in the home?

What is the best thing to do to build trust with the customer?

Group Discussion:List 5 examples of poor cleanings? 1.2.3.4.5.

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FOCUSED CLOSE

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RETENTION ✔

Section 4: Retention-Focused CloseThe final step of the Front Door Four process is the retention-focused close. Now that the cleaning service is complete, this is the point where your continued communication will increase the opportunity to develop a lifelong customer. The goal of the retention-focused close is to make the customer feel that their business is appreciated and to ensure them that they will receive the same high quality service from Stanley Steemer in the future.

FINAL WALK-THRUSimilar to the initial walk-thru, you should walk through the home with the customer at the completion of the job.

■ The final walk-thru is a recap of all the services provided.

■ This is a final opportunity to address any of the concerns identified in the initial walk-thru and provide solutions or remedies if those needs have not been addressed.

■ Do not load up the van until after the final walk-thru.

EXCEEDING EXPECTATIONSAfter the final walk-thru, allow the customer to ask questions. If they are unhappy with an area, discuss why they may still have concerns.

■ Refer back to the initial walk-thru when you suggested additional services that would have helped solve a problem, but the customer said “NO”.

■ Review the process again and determine if the customer would like you to re-clean the area using the solution you initially offered.

■ If they still refuse, recommend adding that service to their next visit. ■ Provide service line brochures about suggested services.

ASK QUESTIONS Ask questions that will encourage the customer to express their feelings about the work you provided.

■ Have I met or exceeded your expectations? ■ If the customer says yes, ask what you did to impress them. ■ If the customer says no, ask what you could have done to improve

their experience. ■ How do you feel about the way the problem areas look after the cleaning? ■ Is there is anything else I can do for you?

THE FINISHING TOUCH ■ After you have completed the final walk-thru and addressed any additional

needs, this is a great time to discuss the Stanley Steemer One Year Clean Guarantee, schedule future appointments and discuss other services available.

■ Explain the OYCG program details. ■ Inform the customer that the Asthma and Allergy Foundation of America

recommends having a professional certified carpet cleaning every 3-4 months. ■ Inform the customer that they can schedule future cleanings with you today. ■ Provide the customer with service line brochures appropriate for their

cleaning needs.

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THANK THE CUSTOMERThe final gesture before leaving the customer’s home is showing your appreciation for their business.

■ Thank the customer for taking time out of their busy schedule to invite Stanley Steemer to their home.

■ Tell the customer you look forward to providing them exceptional service in the future.

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HAVE YOU SUCCESSFULLY COMPLETED THIS STEP OF FRONT DOOR FOUR?

Notes:

Recap: Retention-Focused CloseSummary:

■ The retention-focused close is the last part of Front Door Four that will ensure a customer becomes a lifelong customer.

■ Make sure the customer feels appreciated.

Final Walk-thru ■ You must perform the final walk-thru with the customer. ■ Recap the information already discussed. ■ Explain the outcome of the cleaning.

Exceeding Expectations ■ Address any remaining concerns. ■ Discuss whether the customer said “NO” to previous suggestions. ■ Position future service offerings.

Ask Questions ■ Ask the customer if we have met or exceeded their expectations. ■ Ask if there is anything else you can do for them.

The Finishing Touch ■ Schedule future cleanings. ■ Discuss other services that area available. ■ Let the customer know they can request their favorite crew. ■ Thank the customer for choosing Stanley Steemer. ■ Tell the customer you look forward to helping them in the future.

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Stanley Steemer International Inc.