This document provides guidance for franchises offering air duct cleaning services. It discusses the market potential, value propositions, target markets, pricing, considerations for commercial duct cleaning, identifying customer needs, setting expectations, offering solutions, and overcoming objections. The key points are that duct cleaning can improve indoor air quality and system performance while reducing energy costs and extending system lifespan. It also notes important differences between residential and commercial duct cleaning.

2. Table of Contents
Why Offer Air Duct Cleaning? 2
Market Potential for Air Duct Cleaning 3
Value Proposition
Franchisees 4
Customers 5
Target Markets 6
Marketing Opportunities 7
Duct Cleaning Pricing Guidance 8
Considerations for Commercial 9
Identifying Needs 10
Setting Customer Expectations 11
Features Versus Benefits 12
Offering Solutions 13
Overcoming Objections 14-15
Closing the Sale 16
Wrapping Up the Sale 17
Bringing the Customer Back 18
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. Why offer air duct cleaning?
 The people most susceptible to indoor air pollution are children,
pregnant women and the elderly according to the National Safety
Council.
 Contaminated central air handling systems can become breeding
grounds for mold, mildew and other sources of biological contami-
nants according to the Environmental Protection Agency (EPA).
 On average, people spend 90% of their time in doors
(Environmental Protection Agency).
 In a report on asthma and indoor air quality, the National Academy
of Sciences (NAS)/Institute of Medicine confirmed that dust mites
and other allergens, microorganisms, and some chemicals found
indoors are triggers for asthma.
Page 2 Why Offer Duct Cleaning?

4. Market Potential for Duct Cleaning
Buildings in the United States
 Hospitals—5,800
 Homes –125 Million
 Schools-125,000
Does not include industrial or commercial facilities
Duct Cleaning Companies
 1,000 National Air Duct Cleaners Association (NADCA) members
 7,000 Duct Cleaning companies nationwide
Who does air duct cleaning?
 Heating, Ventilation & Air Conditioning contractors
 Fire, Water & Restoration companies
 Carpet Maintenance and Janitorial companies
 Chimney Sweep companies
 Independent Duct Cleaning companies
Page 3 Market Potential for Air Duct Cleaning

5. Value Proposition—Franchisees
 Excellent Profit Margins
 Customers are willing to pay for security and protect
their investment-their home, health and family.
 Another revenue stream
 Customers must hire a trained professional – not a Do-It–
Yourself project!
 Easy ancillary service to sell-people are more environmentally
& health conscious today than ever!
 Better job security for your workforce
 Great additional service offering for fire, smoke, water and
restoration customers
 Free training program and support with our vendor
Value Proposition–FranchiseesPage 4

6. Value Proposition—Customers
 Reduces energy costs
 Reduces potential for mold and bacteria growth
 Improves indoor air quality
 Increases system performance & air circulation
 Lengthens system’s lifespan
 Multiple services in one visit—carpet cleaning, wood floors,
upholstery and other services!
Value Proposition –CustomersPage 5

7. Target Markets
Page 6 Target Markets
Target Market Audience Value Lead Source
Residential
̅Existing Residential Custom-
ers
̅Residential Home Owners
̅Remodelers
̅New Home Owners
̅Lower energy costs
̅longer system lifespan
̅Improved indoor air quality
̅healthier home
̅ Existing customer
database
̅List procurement
sources
̅Lost opportunities
Commercial
Contractors
̅Fire Water Restoration Con-
tractors
̅Maid Services
̅Mechanical Contractors
HVAC contractors
̅Janitorial & Cleaning Com-
panies
̅Filtration Contractors
̅Another service offering to
end-users
̅Add more value to end-
users and enhance their
overall customer experience
̅Create a win-win situation
for all
̅List procurement
sources Web
search
̅Directory listings
̅Networking
Businesses
̅Medical/Hospitals
̅Education/Universities
̅Multi-Unit Operations
̅Financial Institutions
̅Warehouses/Industrial
̅Potential for increased pro-
ductivity
̅Potential for reduced absen-
teeism
̅Improved indoor air quality
̅Reduced potential for mold,
pollutants and bacteria
̅Tradeshows
̅Industry trade
publications;
̅Referrals
̅Current customers
̅Lost bids/Missed
opportunities
̅List procurement
sources
Real Estate
̅Property Mgmt Firms
̅Home Inspection Firms
Property Owners/Landlords
̅Real estate Agents
̅Insurance Companies
̅Healthier buildings
̅Improved indoor air quality
for tenants and clients
̅Happier customers
̅Directory listings
̅Chamber of Com-
merce
̅List procurement
sources
̅Current customers
̅Referrals

8. Marketing Opportunities
Page 7 Marketing Opportunities
Marketing Materials
 Sales Slicks
 Post Cards
 Brochures
 Web Page Content
 Social Media Content
 Email Marketing Templates
 Technical Manual
 Sales Strategy & Manual
 Direct Mail & Val-Pak
Other Marketing Opportunities
 Non -ServiceMaster® Carpet Cleaning contractors
 Janitorial & Floor Care contractors not willing to perform air duct services
 HVAC companies
 Chimney Sweeps
 Filter Maintenance & Supply companies
 Mechanical contractors
 Home Inspectors

9. Duct Cleaning Pricing Guidance
Page 8 Duct Cleaning Pricing Guidance
Residential Pricing
Please note that this pricing includes cleaning of the ductwork and vents only. If a customer requests additional
pricing for cleaning the blower section and AC coils, it is highly recommended that you refer them to an HVAC
contractor with the proper certifications and licensing. The prices recommended above are recommendations
only and not a requirement that these prices are competitive in any particular market. The recommended pricing
is not a promise of financial success or profit. Franchisees should establish pricing for services at their discretion.
Pricing for QRV program work may be limited by insurers through Xactimate or a similar program.
One Furnace Two Furnaces Three Furnaces
$365—$450
(first 10 vents)
$730—$800
(first 10 vents)
$1,095—$1,250
(first 10 vents)
$15 / each additional vent $15 /each additional vent $15 / each additional vent
$125—dryer vent cleaning $125—dryer vent cleaning $125—dryer vent cleaning

10. Considerations for Commercial Duct
Cleaning
Page 9 Considerations for Commercial Duct Cleaning
Commercial Duct Cleaning
You may be considering Commercial Duct Cleaning as you consider expanding this service offering. This is a
natural progression as you begin to add light commercial projects. There are some differences; however, that
you first need to be aware of before moving into the commercial arena.
 Work Time—Residential jobs are typically completed during the daytime while Commercial jobs are
handled at night usually 4PM to midnight.
 Duct Cleaning Systems—Residential duct cleaning systems are fairly simple to understand and modest
in size. Commercial Duct Cleaning and HVAC Systems are larger and more complex in scale. There will
be many more elements like inline coils, fire dampers, and turning valves that require special certifica-
tions that vary by individual states.
 Average Revenues—Residential can range from $300 to $700 depending on the size of the job. Com-
mercial jobs can range from $1,000 to $1,000,000 or more depending if it is program work.
 Payment Terms —Residential work is great for cash flow because you are paid at the time of service.
Commercial usually involves terms that can be 30, 60, or 90 days and might require a line of business
credit to meet payroll and business needs.
 Work Specifications—Residential work usually doesn’t involve a scope of work or cleaning specifica-
tions. You must satisfy the homeowners’ expectations. Commercial jobs have specs regarding experi-
ence, certification, insurance, bonding, cleanliness, verification, and what HVAC components must be
cleaned.
 Certifications—Most residential jobs don’t require certifications but they are a great sales tool. More
commercial specs are requiring commercial contractors to be to be a member of the National Air Duct
Cleaners Association (NADCA) and have at least one Air Systems Cleaning Specialists (ASCS) bid on the
project.
 Marketing—For residential, you will be marketing to the homeowner, while for commercial jobs you
are marketing to a wide variety of audiences—mechanical contractors, insurance agents, real estate
agents & property managers, and other commercial entities.
Commercial Duct Cleaning can be a profitable revenue stream; however, good planning and preparation are vi-
tal.

11. Identifying Needs
Page 10 Identifying Needs
Begin the problem identification process by being observant of all the possible reasons you can identify that the
customer might need your services. Facility Managers or homeowners usually have a hot button. Find out the
reason for that hot button. Look for evidence! In other instances, their needs may not be apparent and it will
take some probing to discover their needs. Here is a list of the most common reasons for air duct cleaning.
 Dust trails—Residential & Commercial
 Dirty vent covers in the home or commercial facility
 Overall cleanliness of the home or commercial facility
 Pets are present—Residential Only
 Recent Remodeling or Construction
 Recent fire, smoke or damage restoration work performed
 Smokers present
Ask at least 3 open-ended questions that start with words like—what, why, when, how, which, etc. In this case,
the customer will be unable to respond with a simple yes or no.
 What are your current challenges with employee absenteeism and loss of production?
 What are your thoughts on Indoor Air Quality Improvement Initiatives?
 How do you decide when your ductwork needs to be cleaned?
 What do you see as the advantages in hiring a professional to clean your ductwork?
 What criteria do you use for when you are choosing a professional to clean your ductwork?
 Did you know that poor indoor air quality is one of the top five environmental risks for public health as
stated by the EPA—what if you could take measure to improve your family’s safety and health?
 How important is indoor air quality and the health of your family?

12. Setting Customer Expectations
Page 11 Setting Customer Expectations
One of the most critical pieces of the sales process is setting realistic expectations with the customer regarding
outcomes. Let’s review the expected outcomes of duct cleaning.
Duct Cleaning
Please note this system will NOT:
 Clean your entire HVAC system
 Clean the coils or blower system
 Remove all dirt, debris, and contaminants if done improperly
 Eliminate odors unless it is growing on particulate matter in the ductwork
 Fix or eliminate any HVAC maintenance issues
Please note this system will:
 Thoroughly clean your ductwork
 Improve the indoor air quality in your home and facility
 Reduce energy costs
 Increase system performance, circulation, and lifespan
 Reduce the potential for mold, particulate and bacterial growth

13. Features versus Benefits
Page 12 Features versus Benefits
It is important for your salespersons and marketers to be able to speak intelligently about the Duct Cleaning
processes, relate benefits and value in terms that decision makers understand and answer any questions.
Features Benefits
Indoor Air Quality ̅Reduces airborne particulate and allergens
̅Reduces the potential for growth of mold, fungi and bacteria—
cleaner environment!
̅Potential for reduced absenteeism and higher productivity in the
workplace!
Reduced Energy Costs ̅Lowers the heating and cooling bill
̅Extends the life of the HVAC system and increases performance
High Efficiency Particulate Arrest-
ing (HEPA) Filtration Equipment
̅Captures 99.97% of all particulate matter down to .3 micron level
= captures mold spores, bacteria or other pollutants and irritants
in the air
̅Cleaner & healthier environment for families and employees
NADCA Standards ̅Follows Industry standards of approved method to clean duct-
work
Fully Trained & Supported Techni-
cians
̅Properly trained to do the job right ensuring customer satisfac-
tion
Satisfaction Guarantee ̅If customer is not happy, we will return at no charge to remedy
the issue

14. Offering Solutions
Page 13 Offering Solutions
We are in the business of providing solutions to needs we have identified during our initial sales visit. Remem-
ber, timing is everything, and you must “strike while the iron is hot!”
One of the biggest reasons we do not get a sale is because we fail to translate features into benefits. The heart of
communicating value is translating our internal terminology into language that connects with the customer. As a
salesperson, you may sound very knowledgeable and charismatic about Duct Cleaning but that does not mean
the customer or facility manager understands the direct value you are trying to communicate to him or her.
 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 duct
cleaning and HVAC needs
 Be assertive, but not aggressive. No one likes a pushy, used-car-salesman type
 Be sincere and honest. The facility manager (or home owner) 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 Duct Cleaning solutions.
 “Just imagine the potential improvements in reduced absenteeism and productivity by having your
ductwork cleaned. Of course, this will not eliminate absenteeism all together, but it will significantly im-
prove the indoor air quality which is one of the top five environmental risks to public health according
to the American Lung Association.”
 “Based on your desire to have improved system performance and lower energy costs, we believe you
will be more than satisfied with our Duct Cleaning solutions.”
 “Avoid the costs and pain of poor indoor quality, by simply having your ductwork cleaned, you can help
protect your workforce (and family) against harmful threats like strep, salmonella, Legionnaire's disease
and other airborne pollutants.”
 "Improving indoor air quality and sustainable building programs are a priority for progressive building
managers. Let us help you achieve your goals by improving your indoor air quality, reducing energy
costs and improving workforce productivity.”
 “ According to a report by the EPA, Americans on average spend 90% of their time indoors. We want to
ensure that you and your family have a happy, healthy home by simply cleaning your ductwork!”

15. Overcoming Objections
Page 14 Overcoming Objections
When a customer is presented with the benefits of cleaning their ductwork, 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 re-
member 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, address the customer’s top objections. Below are exam-
ples of how you can ask and respond to customer objections in a positive, nonthreatening manner.
Q—Have you ever had your air ducts professionally cleaned?
 No, it costs too much.
 Professionally cleaning your ductwork can extend the life of your air handler, lower energy costs, and
help you to avoid having to replace your HVAC system early—which can be even more costly.
 As far back as 1989, the US EPA recognized that poor air quality could have an adverse impact on
productivity and attendance which could affect your bottom line. Cleaning your ductwork can help
improve the indoor air quality and provide tremendous savings in the long run!
 Yes, and we were dissatisfied the last time.
 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! (Be sure to get the customer’s permission to use them as a
reference.)
 I completely understand your position. That is why we follow the National Air Duct Cleaners Associa-
tion's (NADCA) standards for proper source removal of contaminants and cleaning processes. We
also have a satisfaction guarantee—we will come back and remedy the issue if you are not satisfied!
 We have a portfolio of before and 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 the indoor
air quality will feel like after simply having your ductwork cleaned! (Be sure to get a written release
from the customer prior to displaying any photos.)
 Nope, the HVAC system is brand new and installed just a couple of years ago.
 Your brand new system could possibly be contaminated with particulates that still exist in the duct-
work. A simple cleaning of your ductwork will keep your system running efficiently for a long time.
 Cleaning your ductwork can protect your investment and lower your energy costs. With annual in-
spections as advised by NADCA standards, most duct systems only have to be cleaned every 3-5
years.
 We do not have the time to shut-down.
 We can schedule a time after hours that is convenient for your business operations (or when most
of your family or employees are not present). Depending on the size and complexity of the job, it
should only take a few hours.
 Our highly skilled professionals are trained to get the job done as efficiently as possible and to your
satisfaction. We are happy to schedule at a time that is convenient for you and your employees.

16. Overcoming Objections
Page 15 Overcoming Objections
 No, we are selling our house.
 Cleaning the ductwork can help reduce odors especially if smokers are present, remove pet dander,
and increase efficiencies with the air conditioning. Doing all this can help you stage and present
your home in the most favorable light.
 By cleaning your ductwork, you will be generating additional energy savings, increasing system per-
formance and improving the health of the home which will enhance the overall home value.
 We do not know why we need that—that’s for the birds!
 Cleaning your duct work can greatly improve the indoor air quality in your home. If any members of
your family suffer from allergies, Duct Cleaning can be a simple way to help reduce their allergy
symptoms.
 Contaminated central HVAC systems, if left unattended, can be breeding grounds for mold, mildew
and other biological contaminants according to the EPA. Once mold and other contaminants de-
velop, mold mitigation can be very costly, and is sometimes not covered by your homeowners’ insur-
ance policy. A simple ductwork cleaning helps to prevent these conditions from developing.

17. Closing the Sale
Page 16 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; you are already there to do one
job, an estimate, or presentation for another potential job.
Techniques to Close:
 Assumptive close: “You would like us to clean your ductwork, correct?
– If you do not 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 with you today?” “After reviewing our Duct
Cleaning program, is there any reason this would not be applicable in your facility (or home)?”
 Indirect close: “Based on your needs we identified earlier, I would encourage a simple ductwork
cleaning for your HVAC system. Do you agree?” (Nod your head subtly in a positive manner.)

18. Wrapping Up the Sale
Page 17 Wrapping up the Sale
Do not forget…
Prior to leaving the customer’s home or facility, be sure the fol-
lowing takes place to bring the customer experience full circle.
 Ensure the price on the proposal is agreeable to the cus-
tomer
 Suggest some possible dates for services to be performed
 Schedule the work and ensure date is agreeable to the cus-
tomer
 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 project start and completion

19. Bringing the Customer Back
Page 18 Bringing the Customer Back
To keep the top of mind awareness 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 their home after the
ductwork has been cleaned.
 Be sure to scan the home and document other potential services to offer to the customer later
 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 per-
mission 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 Face-
book and Twitter (refer to the FaceBook integration guidelines on Service Connection 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 permissions to use testimonials for blogs, social media, and build-
ing brand awareness.