According to data extrapolated from a survey of cleaning managers during 2000, the respondents, on average, were projected to spend more than $13,000 on powered cleaning equipment this year. When the respondents were asked what their next equipment purchase would be, a majority said a vacuum cleaner. In fact, more than 57 percent of managers that responded indicated that their next purchase would be a vacuum. Thus the prudent manufacturer and distributor should spend a good amount of time and effort preparing to market vacuum cleaners to cleaning managers. The time is well spent since greater knowledge will lead to increased sales; there are eager customers out there waiting to be swept off their feet by vacuum cleaners that outperform expectations.

Recently, though, an informal survey of advertising in several magazines targeted at cleaning professionals indicated that there is a real need for manufacturers and distributors to market vacuum cleaners differently. Of the advertising in seven magazines by 11 manufacturers over two years, only two manufacturers provided any empirical or factual support as to the true benefits of using their particular brand of vacuum cleaner. There was a lot of hype and gloss in the advertising that may look good, but doesn’t necessarily translate into sales. The cleaning managers of today want the most equipment for their available dollars, and make expenditure decisions in a careful and methodical manner. Many companies that purchase vacuums do so through either the bidding process or the request for proposal process (RFP). To successfully market vacuums to this sector, and any other sector of the cleaning profession, the local distributor must have a thorough knowledge of what they’re selling. What separates their vacuum from the myriad of others on the market? Likewise, manufacturers that may be reaching out to readers through magazine advertising need to differentiate their products from others in the market. One way to do this is to provide meaningful information either through advertising or during a distributor’s sales presentation.

What’s In Demand
What criteria do cleaning managers consider when they are looking to buy a vacuum, and what catches their attention in an advertisement?

Safety issues: Is the unit rated by Underwriters Laboratories or some other comparable testing service for mechanical and electrical safety?

Sound ratings: Is the decibel rating at the operator’s ear lower than 80 dBa? Many vacuums are rated between 40 dBa and 80 dBa, a distinct benefit in areas where noise is a factor.

Filtration systems: Much has been written about Indoor Air Quality and HEPA filtration systems. Operators of vacuums want the machines to remove dirt and not to redistribute the dirt into the air. High Efficiency Particulate Air (HEPA) systems filter exhaust air of the vacuums down to .3 microns at 99.99 percent efficiency. Interestingly, the initial research and development for HEPA filtration systems started with the Manhattan Project during World War II, which dealt with containing nuclear particles. HEPA systems, that are verified by an independent testing facility, are highly reliable and effective but may not be necessary for all vacuum cleaner applications. Many vacuums have multiple filters, generally from two to four.

Wattage, horsepower (hp) or amps are figures used when rating vacuums. These figures relate to power or power consumption and do not necessarily guarantee that one vacuum actually performs the cleaning function better than another.

Number of motors: Increasingly, end users are looking for vacuums that have twin motors, one to drive the beater bars and the other to perform the vacuuming function.

Attachments: The attachments included as standard issue with the vacuum make a difference to potential buyers. The vacuums of today are expected to perform multiple functions, both on the floor, dusting window blinds or overhead vents. Today’s vacuum must perform from floor to ceiling! Many end users prefer vacuums that have the attachments on-board the vacuum for ease-of-use.
Spare parts and repairs: Parts should be readily available, at a reasonable price, and routine maintenance should be simple and easy for routine tasks such as changing belts, bags and brushes.

Air flow, or cubic feet per minute (cfm): This rating indicates the amount of air flow that is generated by the vacuum motor. The greater the cfm, the greater the flow of air. The flow of air is what determines the suctioning capacity of the vacuum, so it’s a meaningful measure as to how the vacuum may perform. Air flow could be in the low 60s to as much as 130 cfm, depending on the type of vacuum.

Weight: The weight of a vacuum is becoming an important factor. With the demands placed upon cleaning personnel to clean increasingly larger areas in the same amount of allocated time, the quality vacuum that offers good power in a lightweight package will be an invaluable tool in the war against dirt. This is especially important when it comes to backpack vacuums that are worn on the shoulders or the hips. Machines must be easy to use and ergonomically designed so as to minimize stress on the operator. For example, some backpacks weigh only 6 pounds, whereas others weigh 12 pounds or more. Additional weight of equipment can be tiring to operators. However in some machines the additional weight may be caused by heavy duty vacuum motors that weigh more and that are more powerful. The purchaser has to evaluate the weight of the vacuum versus the power of the vacuum to determine overall effectiveness.

Waterlift: This refers to the ability of a vacuum to lift water up through a tube to a certain height, usually measured in inches. The waterlift varies by type of vacuum from fewer than 40 inches to 150 inches or more.

Certifiably So
These characteristics are just some of the things cleaning managers consider when purchasing vacuum cleaners. Distributors need to become conversant with such terms and understand the magnitude to which these traits affect the efficiency of a vacuum cleaner.

Many of the characteristics above are measured or certified in a variety of manners:

    Manufacturers’ in-house testing: The manufacturer tests the vacuums in its plant, usually in the research and development division (R&D). Manufacturers have everything to gain, and a lot to lose, if these tests are not performed in an adequate manner. Thus reputable manufacturers will go to great lengths to ensure that their claims about horsepower, cubic feet per minute, waterlift, etc., are verifiable and accurate.

    Independent research laboratories or consultants: These companies are hired by the manufacturer to perform the tests requested in a controlled and scientific environment. Since this test is performed outside of the manufacturer’s plant, it may add credibility to the claims or specifications made about a specific vacuum or piece of equipment. Underwriters Laboratories (UL), Canadian Standards Association (CSA) and the American Society of Testing and Materials (ASTM) are examples of independent entities that can either perform scientific tests to support certain claims about pieces of equipment or have established standards against which the effectiveness of vacuums can be evaluated and tested. Independent testing can be expensive; however, many end users prefer equipment that is certified to meet established industry standards.

    Carpet and Rug Institute (CRI): CRI has developed stringent testing criteria to determine the effectiveness of vacuums in three areas: removal of soil, containment of dust within the filtration bag and vacuum, and the impact that a vacuum has on the appearance of the carpet surface. Those vacuums that pass the stringent standards established by CRI (the actual testing is performed by Professional Testing Labs in Dalton, Ga., an independent testing company), are authorized to place a “Green Label” on the vacuum or the box in which the vacuum is sold. When a “Green Label” is placed on an approved machine the end user can be assured that the vacuum has good soil removal capabilities, that the machine keeps the dust in the machine and out of the air, and that the vacuum will keep carpet surfaces looking good. For additional information about the Green Label program, readers may wish to refer to Sanitary Maintenance, May 1999, or visit CRI’s website.

Prove It
In many end users’ eyes “the proof of the pudding is in the eating,” and they would like to test vacuums before purchasing or before placing the vacuum on a bid list or RFP. Cleaning managers want vacuums that perform the function of cleaning in an efficient, effective and cost conscious manner. The effective distributor will loan models to customers to test over an extended length of time and will make themselves available to train the users of the equipment. On-site visits with custodians and cleaning managers, to answer questions, provide training or just to make contact, will go a long way in cementing relationships and developing potential sales.

The distributor of today needs to know his or her “stuff” about vacuum cleaners. A working knowledge of the various characteristics or specifications that sets your vacuums apart from others will greatly assist in communicating to the end user that you have a vacuum that is worthy of their consideration. Information is power and certification and testing data about equipment is a considerable “value-added” tool that may be used during the process of a sale. The various testing and certification programs that support your brand of vacuum cleaner will add credibility to the vacuums that you market and to the claims that you make. By being knowledgeable about your vacuums, you will be able to sweep customers off their feet with the power of your vacuum as well as the credible sources that support your claims.

Alan S. Bigger is the director of Building Services for the University of Notre Dame, and Linda B. Bigger is a freelance editor.




POSTED ON: 6/1/2001