Use Hand Tool SEO Trends to Improve Customer Service

Key Takeaways:
• Jan/san distributors must shift from passive catalog sales to consultative partners by anticipating commercial cleaning hand-tool queries and offering expert, application-based product solutions.
• Building service contractors and facility cleaning managers face an overwhelming selection of hand tools, making knowledgeable distributor sales reps essential when navigating choices.
• Effective commercial product procurement begins by evaluating the specific cleaning application and operational challenges rather than just focusing on the individual tool or hardware specs.

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When people have questions, the internet has answers. Society has become accustomed to having immediate access to any information it needs, when it’s needed, by tapping or speaking queries into computers or handheld devices.

When it comes to hand tools, a quick search will reveal unlimited choices for commercial cleaning end users. Mops, handles, brushes, squeegees, dusting tools, and specialty cleaning products are available in countless sizes, materials, and configurations. But having more choices doesn't necessarily make selecting the right product easy. Cleaning customers can turn to a search engine for answers, but by anticipating their most-asked queries about hand-tool purchases, jan/san distributors can offer them real value.

The distributor's role should go beyond passively providing a catalog of products, having a website available, or responding solely to a customer's request for a specific item. A knowledgeable sales representative can help customers evaluate the application, identify their problems and goals, answer questions they may not think about asking, and match the right tools to the job.

The following are some commonly asked hand tool questions, with expert advice on how jan/san reps can take these queries and use them to better serve customers.

What Do I Buy?

Before top hand tool questions can be answered, information is needed on the customer’s intended use for the item.

“We start with the application, not the product,” says Bruce Heller, President, Cavalier, Inc. “We want to know what clients are cleaning, the type and size of the facility, the surface, how frequently it is being cleaned, who is doing the work, what they are currently using, and what result they are trying to achieve.”

Establishing the type, size, and scope of the application, as well as the goals of the potential tool purchase, will clarify the best choice of tools for the customer.

“The best mop for a hospital restroom may be very different from the best mop for a school hallway, office building, or commercial kitchen. Surface type, soil load, cleaning frequency, infection-prevention requirements, and labor all influence the recommendation,” he adds.

The answer to these questions isn’t a single tool. It’s a series of things, all of which will impact the work being done.

“We look at the entire system,” explains Heller. “A mop, for example, isn’t just a mop head. The handle, frame, bucket, or charging system, laundering process, and the employee using it all must work together. The best specification is the one that makes the overall cleaning process work better.”

Is it a Fit?

Differences in tools involve the materials they're made of, durability, targeted purpose, size, ease of use, required maintenance, and price, among other variables. This is where understanding the customer’s purpose and priorities becomes especially important. Two products can look similar on paper but will perform differently depending on the application.

“This is one area where distributors have an advantage,” says Dale Franke, Vice President of Sales and Marketing, Acme Paper & Supply Co., Inc. “Manufacturers know their products extremely well, but distributors work across multiple manufacturers, product categories, and customer environments. That experience allows the distributor to look at the entire cleaning process rather than a single product."

When one of the differences is price, it’s a good idea to shift the customer’s mindset. It’s more important that they purchase the best tool for the work they do to enhance their operations. Jan/san distributors can also help customers consider ergonomics, durability, availability of replacement parts, and a tool’s expected lifespan. These variables matter more than a little bit of savings upfront.

“If possible, we demonstrate the alternatives so the customer and, ideally, the employees who will actually use the product can see the difference themselves,” Heller shares.

Compatibility with tools or systems the customer already owns is an underrated factor, as this facet is a powerful differentiator for jan/san distributors. Franke advises confirming compatibility before making a recommendation.

“Handles, frames, pads, mop heads, and other components may look interchangeable, but they aren't always designed to work together,” he says.

If the products a customer is considering are compatible, a distributor can offer to assist with implementation and training. If the products are not compatible, distributors should instead look for another tool, system, or approach that accomplishes what the customer wants. In the long run, it benefits both the jan/san distributor and end-user customer if a rep steers the customer away from buying a tool that won’t fit their current system.

“We also frequently involve our manufacturers in this process,” Heller adds. “Having the distributor, manufacturer, and end user working together is particularly valuable when introducing a different cleaning system or changing an established procedure.”

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Answering Important Hand Tool Questions The Right Way