Sales manual I crafted for the launch of Urethane Floors

1. Service41.ASTER
Clean
URETHANE FLOOR COAT NGS
Sales Manual

2. Table of Contents
Profitability Comparison-Epic Urethane vs. Acrylic 2
Value Proposition
Franchisee 3
Your Customers 4
Target Audience 5
Identifying Customer Needs 6
Setting Expectations 7
Features Versus Benefits 8
Offering Solutions 9
Overcoming Objections 10
Closing the Sale 13
Wrapping Up the Sale 14
Bringing the Customer Back 15
For distribution to existing ServiceMaster Franchisees only.
Not appropriate for distribution to prospective franchisees.
Do not reproduce without permission from ServiceMaster Residential/Commercial Services LP.
©2014 ServiceMaster Residential/Commercial Services LP. All rights reserved.
Page 1 Table of Contents

3. Profitability Comparison—Urethane versus Acrylic
Page 2 Profitability Comparison

4. Value Proposition—Franchisee
You may already be asking, “What is in it for me?” As a ServiceMaster® Franchisee, here are the top reasons to
consider offering Epic urethane finishes versus traditional acrylic finishes to your customers.
 Higher margins
 Less labor to achieve more consistent results
 Low odor and zero VOC’s make for a safer environment
 Less stripping of product and resulting damage to flooring and environment
 Happier customers
 More efficient process = less mess
 Fewer products, chemicals, and consumptions = more environmentally responsible practices!
 Lower overhead equipment costs (rotos, burnishers, products) & maintenance
 Increased crew availability = additional revenue opportunities
Page 3 Value Proposition-Franchisee

5. Value Proposition—Your Customers
Worried about selling to your customers? Here is a detailed list of the
value you can bring to your customers when by offering Epic urethane
finishes versus traditional acrylic finishes as part of your service package.
 Enhances the aesthetic appeal and beauty of your floors
 No buffing = less required maintenance
 Reduces the need for stripping = extended life of the floor and
added protection of the owner’s investment
 Elimination of the roller coaster effect = A more consistent look
over the life cycle of the finish
 Sustainable & environmentally sound products
 Less waste and consumption of products
 Positive ROI = Long term savings
 ServiceMaster® Franchisees are trained, certified and experienced
applicators
 Low risk of technical application error. Your ServiceMaster®
Franchisee will ensure a quality finish
 One coat will last up to two years (depending on foot traffic) = less
interruptions to business operations
Page 4 Value Proposition-Your Customers

6. Page 5 Target Audience
Target Audience
Commercial Targets
 Educational Facilities
 Healthcare Facilities
 Executive Office
buildings
 Multi-Purpose rooms
 Government Buildings
 Financial Institutions
 Fitness Centers
 Hospitality
 Manufacturing
 Marketing efforts to current customers
 Previously served customers
 DR, Commercial, and Janitorial customers
 Local Furniture Medic® , AmeriSpec® , & Terminix®
partners
 Local network of contractors & vendors
 Lost bids/missed opportunities
 Networking/cold calling
 Local Chamber of Commerce
 Industry & trade associations
 Rotary clubs
 Men's & women's organizations
 List procurement sources
 Paid searches
 LinkedIn
 Social Media
 Website directed traffic
Lead Sources
You might be asking yourself where you are going to find customers who want this service. Prospects in
need of floor refinishing services are all around you in your local community —gyms, hospitals, banks, and
many more! Check out a list of the most common targets and where you can find them!

7. Identifying Needs
To begin the problem identification process, you will want to discover all of the possible reasons for the service.
Facility Managers usually have a hot button that caused them to call you for an estimate in the first place. Be
sure to look for evidence of existing damage to the floors. In some instances, a customer's needs may not be
transparent in the form of visible damage, and it will take some probing to discover to discover his pain point.
Let's review the most common needs for calling a professional surface to perform hard surface refinishing
services.
 Heavy furniture scratches
 Traffic lane wear patterns
 Discoloration in the finish
 Labor issues – 5x more labor applying acrylic finish
 Issues with keeping floors looking nice on a consistent schedule
 Hand sanitizer can erode the acrylic finish. However, Epic urethane is not damaged by hand sanitizer,
and it will not erode the finish
 Disruptions in healthcare, clean room, manufacturing–hard to shut an area down to keep up with the
partial/full stripping and recoating schedule
 Education–no downtime during the school year to shut down for floor maintenance.
 No wax floors are very difficult to clean – texture tends to catch dirt and build up, plus they have a lack
of gloss. Welded seams on a “no wax” floors have no factory coating or finish of any kind to protect
them.
 Slip resistance issues
As part of the ServiceMaster Sales System, you should ask at least three open-ended questions that start with
words like—what, why, when, how, which, etc. In this case, the customer will be more likely to provide the
information you seek rather than responding with a simple "yes" or "no". Start off by asking the right
questions!
 What are your current challenges with your floors?
 What are your thoughts on green & environmentally friendly initiatives regarding floor care?
 In an ideal situation, what would the perfect maintenance program look like?
 How do you decide when your floors are going to need servicing?
 Tell me about your challenges with labor regarding floor maintenance?
 What are your biggest challenges regarding product staining and scuffing?
 What have been some of your biggest challenges in maintaining your floors?
 What do you see as the advantages in hiring a professional to maintain your floors?
 What criteria do you use for when you are choosing a floor maintenance program?
Page 6 Identifying Needs

8. Setting Customer Expectations
One of the most critical pieces of the sales process is setting realistic
expectations with the customer for what she should expect in the
end. Let’s review the expected outcomes of applying EPIC urethane
floor finishes.
Urethane Coatings
Please note this system will NOT:
 Eliminate all staining
 Eliminate deep scratches or gouges often caused by furniture or
already present in the floor
 Repair damaged or unstable floors
 Be applied over an existing acrylic finish
 “Fill” (add volume) in gaps of deep cracks and/or seam
 Eliminate the need for routine maintenance such as dust
mopping and vacuuming
Please note this system will:
 Maintain their appearance longer
 Have a longer-lasting uniform sheen of high gloss
 Protect your floors from damage – chemical staining, traffic &
wear patterns, rapid dulling, scuff & heel marks, and
discoloration
 Simplify maintenance
 Save on time and labor costs
 Protect the long life of the floors
 Remove deep ground-in soil through stripping procedures
 Provide an opportunity to enhance slip-resistance
 Improve upon blemishes or scratches already present in the
floor (Gloss on “no wax” floors may accentuate existing
damage)
Page 7 Setting Customer Expectations

9. Features Versus Benefits
It is imperative your salespersons and marketers to be able to speak intelligently on Urethane coating processes,
convey benefits in language prospects understand, and answer questions without pause. One of the most costly
mistakes in the sales process is failing to communicate value! Benefits are the value that will ultimately make the
customer's life easier—saving time, money, reducing labor costs ! Now that you have
identified the customer's need, you can easily
Let's take a deep dive into the features and the correlating benefits of the EPIC Coating System.
Urethane Coatings
Page 8 Features Versus Benefits
Features Benefits
Chemically Resistant
Sustainable
Consistent Gloss
Labor Savings
Low Odor/VOC
Repair Damage to the
Floor
Efficient Process
 Floors maintain their beauty for longer = customer satisfaction
 Uniform Sheen = pristine & professional image & perception
for customers and their end users
 Looks good with minimal maintenance = cost savings
 Prevents damage from spills & traffic wear patterns
 Low odor = can be used adjacent to occupied spaces
 No odor, less products, less consumption, less waste
 Help customer meet their own goals regarding sustainability
 Shiny floors = perception of clean
 Shimmer stays around = easy to maintain & stands up against
abuse = time savings
 Less disruption to customers’ business operations
 Less time and trips to facility to achieve better results
 Simplify weekly and periodic maintenance – floors are easier to
maintain
 Less money spent on professional maintenance – buff, shower
scrubbing, burnishing, etc.
 Better for the environment
 Improves the appearance of scratches, dents, discoloration and
other damage already present in the floor
 Less disruption to your business operation than total stripping
and refinishing with traditional acrylics

10. Offering Solutions
Remember, timing is everything, and you must “strike while the iron is hot!” As a salesperson, you can sound
very knowledgeable about urethane coatings but fail to make a positive impression. By asking the right questions
and approaching the conversation in a professional manner, you can feel confident continuing the conversation
with your customer. Here are a few tips to ensure you are prepared!
 Drop “I” from your statements. “Speak from the customer’s perspective of “You.”
 Listen more than you talk.
 Tailor your conversation to the hot-button issues they have raised. This should not be difficult if you
have asked a series of open-ended questions to help identify the hot-button issues around their floor
care needs.
 Be assertive, but not aggressive. No one likes a pushy, used-car-salesman type.
 Be sincere and honest. The facility manager will quickly sense if you are just pushing a sale.
Suggested Scripting
Here are a few examples of how to set customer expectations while also offering urethane coating solutions.
 “Just imagine the disruptions and downtime you will avoid by converting to a urethane based finish.
While no system will prevent scratching if you drag heavy furniture across it; EPIC urethane will provide
your best defense against daily wear and tear by providing a resistant, durable, high-gloss protective
coat of finish.”
 “Based on your desire to have consistent and great looking floors all the time, we believe you will be
more than satisfied with the Epic Floor Care program.”
 This program can give you improved results without additional costs. Have you ridden the floor finish
roller coaster? On day one the floor has a stunning high gloss which rapidly deteriorates to a rock
bottom low before the next treatment of scrubbing, buffing, stripping and recoating. We can eliminate
all that with this quick, painless process. One coat and done! Your floors will maintain a consistent gloss
over the life of the finish.
 “Avoid the costs and pain of slips and falls in your buildings. By customizing the slip resistance, you can
protect, save and add beauty in one coat.”
 "Improving indoor air quality and maintaining a sustainable floor maintenance system is a priority for
progressive building managers. Let us help you achieve your goals by eliminating buffing, and reducing
chemical and water use without sacrificing shine and cleanability."
Page 9 Offering Solutions

11. Overcoming Objections
When a customer is presented with the benefits on how to improve their floor care maintenance, objections can
be greatly reduced. However, you will still encounter them and need to be prepared to address them. In
addressing concerns, it is important that the customer not feel coerced, pushed, or threatened. One of the most
important things to remember is that if a customer is reluctant, negative responses don’t necessarily mean NO. It
may simply mean a request for more information.
Before deciding that a prospective sale is a lost cause, take time to address the customer’s top objections. Below
are examples of how you can ask and respond to customer objections in a positive, nonthreatening manner.
Q—Have you ever had your floors cleaned or finished professionally?
 No, it costs too much.
 Professionally maintaining your floors with a urethane coating with extend the life of your floors and
help you to avoid having to replace them early—which can be even more costly.
 Shine will last longer between services than a traditional acrylic finish. Unlike traditional acrylic
finishes, urethane finishes require no periodic maintenance such as buffing, burnishing, or partial
stripping which will result in additional savings to your bottom line.
 Less than stellar looking floors can potentially hurt your customer retention, and it might be even
more costly to gain new customers plus replace the lost ones.
 Yes, and we were dissatisfied because the maintenance didn’t last.
 As a company who prides themselves on quality of their work, we would be happy to offer you a list
of references. We stand behind our work!
 I completely understand your position. That is why we would be glad to offer a free demo to
demonstrate the results of what Epic coatings can really do to improve the appearance of your
floors.
 The difference between traditional acrylics and urethane finishes you will find is that urethane have a
longer lasting shine with no need for buffing, burnishing or quarterly partial stripping in between.
Your floors stay looking beautiful longer.
 We have a portfolio of before an after shots of recent jobs completed for well-known companies in
the area. Please have a look and see the amazing difference for yourself. Imagine what your floors
could look like with a single coat of urethane.
 Floors are new or were installed in the past couple of years.
 Professionally maintaining your floors with a urethane coating will protect the floors and increase
the gloss and cleanability.
 Applying a coat of Epic urethane can protect your investment and extend the life of your floors for a
long time to come. With traditional acrylic finishes, your floors will need quarterly maintenance
which can include buffing and burnishing and can cause wear on your floors over time.
Page 10 Overcoming Objections

12. Overcoming Objections
Q—Have you ever had your floors cleaned or finished professionally?
 Nope, we have a manufacturers’ warranty.
 I would encourage you to check to see what the warranty actually covers as far as maintenance
procedures for the floor.
 Do you mind if we look at the fine print of the warranty? We might be able to come up with a
solution that works for you.
 We just vacuum and dry mop our floors as recommended.
 Without a protective coat of finish, your floors are subjected to everyday abuse and damage.
Adding one coat of urethane finish will keep your floors looking beautiful longer and add a layer of
protection between traffic and your floors.
 Do you feel the floors look as nice as they could? With just a simple layer of urethane finish, you can
add that extra level of gloss, simplify your maintenance, and create a WOW experience for those
who visit your building.
 We don’t have the time to shut down.
 A coat of urethane is a one coat process that will last two years with no extra maintenance required
other than general cleaning. Having this protective coat will add value and cost savings beyond that
of a traditional acrylic finishes because it lasts ten times longer.
 Traditional acrylic finishes, over the course of time, will cause more disruptions and downtime
because of their maintenance requirements of buffing, burnishing, and quarterly shower scrubbing.
Additionally, acrylics loose their shine more rapidly. With our Epic program, you only need one coat
of finish. The gloss will last ten times longer, versus three coats of finish with traditional acrylics.
 Just to give you a comparison, if you are maintaining 1,500 sq feet, it only requires 28 hours of
downtime in a 4 year period to apply urethane finish. It will take 136 hours of downtime in 4 years to
apply and maintain traditional acrylic finishes (see Profitability Comparison—p 2).
Page 11 Overcoming Objections

13. Overcoming Objections
 We have purchased no-wax floors so that we can avoid all of the issues associated with waxing, buffing
and stripping. Our floors will not need this protection.
 That is great! You are already enjoying the benefits of a permanent coating. Factory applied
coatings are generally urethane based and very similar to EPIC. This coating will eventually wear
and need to be recoated to preserve your investment.
 Many no-wax floors are textured and pose challenges when it comes to cleaning. When excessive
cleaning products buildup in groves they attract dirt, and are difficult to clean. A thorough cleaning
followed by a thin coat of Epic urethane will preserve your investment and make it much easier to
clean.
 The manufacturer applied a finish to the floor.
 All coatings eventually wear off whether applied at the factory or onsite.
 Applying a coat of Epic urethane can protect your investment and extend the life of your floors for a
long time to come. With traditional acrylic finishes, your floors will need quarterly maintenance
which can include buffing and burnishing and can cause wear on your floors over time.
 We applied a urethane years ago and it didn’t work out.
 Urethane technology has improved dramatically over the past five years. It is more chemically &
stain resistant, non-yellowing, easier to repair, recoat & remove.
 Our Epic urethane finishes can be removed. We are fully trained and supported in applying and
removing the product. We also offer a satisfaction guarantee.
Page 12 Overcoming Objections

14. Closing the Sale
Too often, we do everything but ask for the customer’s business.
The step most commonly omitted from the sales process is asking
for the business. At this point, the customer may already be
asking you to do the work, and you are not picking up on it.
Remember, the customer’s time is valuable, and you are already there
to do one job.
Techniques to Close:
 Assumptive close: “You would like us to apply a urethane
finish to your floors, correct? (or) Can you identify an area in
your facility to begin applying the coating? (or) Where do you
see the most benefit arising from the use of Epic urethane in
your building? Should we begin there?
– If you don’t close at this point, you must continue the
process of educating the customer.
– Briefly summarize your conversation with the customer.
Remember to keep it customer-focused and restate the
benefits.
 Direct close: “May we go ahead and schedule this service for
you today?” “Having seen the urethane floor care program, is
there any reason this would not be applicable in your facility?”
 Indirect close: “Based on needs we identified earlier, I would
encourage urethane floor care program service for your floors.
Do you agree?” (Nod your head subtly in a positive manner.)
Page 13 Closing the Sale

15. Wrapping Up the Sale
Don’t forget…
Prior to leaving the customer’s facility, be sure the following
steps takes place to bring the customer experience full circle.
 Ensure the price on the proposal is agreeable to the customer
 Suggest some possible dates for services to be performed
 Schedule the work and ensure the date is agreeable to the
customer
 If the customer needs more information from you before
scheduling, set up an appointment for follow-up
 If the customer needs to satisfy some internal requirement, set
up an appointment for a phone call or visit to finalize plans for
the project start and completion
Page 14 Wrapping Up the Sale

16. Bringing the Customer Back
To stay top of mind with your customers, here are some key points to consider once the job is completed.
 Ensure you push a Tell ServiceMaster survey to them within one week of completing the job.
 Make sure the customer gets a slick with after care instructions on how to maintain the floor.
 Follow up with the customer the next day via telephone to ensure they are satisfied with the job and
have everything they need.
 Ensure the customer is aware of other services your business provides before leaving–UP SELL, UP SELL,
UP SELL!!
 Take before-and-after photos of the job and post them on your social media sites. Ensure you ask
permission from the customer and get a written release to do so before publishing any job photos.
 Ask the customer (if they are raving fans on Tell ServiceMaster) to recommend your services on
Facebook and Twitter (refer to the FaceBook integration guidelines on ServiceConnection or Marketing
Connection).
 Follow up with the customer within 3 months to find out additional needs, check in on them, and let
them know of any specials.
 Include them in your direct mail and monthly email campaigns.
 For any success stories, get customer permission to use testimonials for blogs, social media, and building
brand awareness.
Page 15 Bringing the Customer Back