With each new product release, manufacturers of touch-free products exhibit deeper devotion to the phrase, “keep your hands to yourself.” What had started with touch-free towel dispensers has matured into an entire crop of touch-free products.

The products have grown to include everything from touch-free faucets and soap dispensers to touch-free flush valves and touch-free toilet paper dispensers. The influx and evolution of the products has forced some sales people to alter their sales approach.

“Originally the products were focused into healthcare settings, particularly concerned about controlling cross-contamination,” said Erick Petterson, regional sales manager Central Paper Co. Inc., Birmingham, Ala. “We are finding people interested in getting touch-free equipment everywhere and we have seen that cross-contamination is not the total issue. There have been product and cost savings they find out about because of the low usage.”

The low usage comes in the form of less water used, lower amounts of paper towels dispensed and a smaller quantity of soap dispensed. Low usage yields lower costs, an imperative selling point for distributors.

“Our market is so focused on what everything costs,” says Marty La Barbera of All-Brite Sales Co., Jacksonville, Fla. “It has always been more of a price issue.”

Taking The Touch-Free Step
The benefits of touch-free products are well known to end-users when distributors speak to them about the line. However, the decision to go entirely touch-free in one swoop is not done by most end-users. According to Petterson, the only time you will find a customer willing to implement an entire touch-free line is at remodeled buildings or newly constructed buildings.

“It is truly a process,” adds Petterson. “They are very hesitant at first to automate the entire restroom. It is too much of an initial expense. As they find the benefit of having one application, it naturally progresses. It takes time and budget, but the value is justified.”

The hesitance of end-users forces distributors to push one product as the one to open the floodgates for other products, according to La Barbera. Distributors will customarily push the touch-free towel dispenser because it was the first touch-free product and least expensive in the touch-free line.

“It does take one product until the groundswell of facilities like healthcare facilities and health clubs come to a point where they know they have to do something about going touch-free,” says La Barbera.

Hugo Mondragon, director of sales for Brawner Paper Co., Houston, also feels the towel dispenser offers the easiest and least expensive way to work towards an entire touch-free restroom. It allows people to see how one touch-free product works in their restroom and they move forward from that point.

Then there are those end-users whose interest has been piqued by the touch-free products. They are more than willing to incorporate one touch-free product into their restroom but want that product paired with another, shedding light on what changes will result from the touch-free line.

According to Frank De Rosa, president Advance Paper and Maintenance Supply Inc., Mesa Ariz., certain products are packaged together. The touch-free dryer is mainly paired with the touch-free faucet and soap dispenser. The touch-free flush valves are often grouped with touch-free toilet paper dispensers.

Targeted Facilities
While brand new buildings and newly remodeled buildings are the facilities most likely to adopt an entire touch-free line of restroom products, there are certain facilities more willing to purchase the touch-free line, product by product.

Healthcare facilities have been on the forefront when it comes to adopting the touch-free systems, conscious of the health risks that are avoided by going touch-free. While there has been relative ease moving the touch-free products into the healthcare sector, commercial facilities have been the next sector to buy into the product line.

According to Petterson, the touch-free products are well received in “class A” office buildings where businesses rent out space to different companies. The touch-free products entice the new businesses to rent out office space and the products help in establishing employee wellness.

In the foodservice market, restaurants have steadily introduced touch-free products as a reassurance for the customer.

“The customers want to know the wait staff and people handling their food are using a touch-free restroom,” says Mondragon. “The appearance of having touch-free products is that the customers know the owner of the restaurant cares about them.”

“The touch-free products have been appearing in more restaurants,” adds Petterson. “It brings a pleasant part to an experience in a competitive business and creates a top-shelf, upscale experience for the customer.”

One sector that has not been overwhelmingly adaptive to touch-free products are schools, something peculiar since schools have been breeding grounds for MRSA outbreaks and other diseases.

Petterson feels it comes down to schools having to walk a tight line when following the budget set forth by the district each year.

“Schools continue to be the toughest sell,” he says. “There is such a major concern over their budget by purchasing departments. They are looking for the public to bid on everything.”

De Rosa notes that his company has had difficulty getting through to preschools for the same reason that they are only looking at expenses and not the heath benefits that accompany touch-free products.

The Total Sales Technique
The progression of touch free products to an entire touch-free restroom has forced distributors to work diligently to tailor a sales approach for the products. Distributors still rely on cost benefits as the main selling point while adding the incentive of health benefits, something Petterson describes as, “icing on the cake.”

The cost benefits can easily be related to the customer because less use of products equals lower costs. The additive of health benefits are something La Barbera makes sure his sales team understands and can easily relate those to the customer.

“The thing that we do is educate our sales staff to use the Centers for Disease Control (CDC) Web site. All of the talk of bacteria, MRSA and having them have an understanding of what it takes to kill some of these things are important. We need to talk to the customer about it and go in there having more knowledge of the situation than they do.”

De Rosa feels that being extremely familiar with the customer, the touch-free products and all of their benefits will serve to entice the end-users even more.

“You have to overcome obstacles of getting the customer to understand what the products can offer. We point out school systems are the most vulnerable for infections and how things like touch-free flushers can help them.”

The touch-free towel dispenser has grown into an entire line of touch-free products. Distributors have the capability to offer an entire touch-free restroom or couple products together for end-users. By harping on cost savings and backing that information up with health benefits, distributors can make touch-free products enticing for customers.




POSTED ON: 1/1/2008