2021_PWN_V3_No1_WEB

jvahaly

contents

FEATURES

4

Virtual Reality:

Pressure washing enters the

video gaming realm

22

18

Overcoming “Affluenza”:

The outbreak of the COVID-19 pandemic made us acutely aware

of the dangers to our health from a virus that can’t be seen with

the naked eye. But business owners face a risk from an equally

contagious and invisible virus.

DEPARTMENTS

3 Editor’s Letter:

Story Book Endings: People can choose to work for or do

business with anybody they want. Why should they choose

your business over your competitor?

4 CONQUER Corner:

Prepare your mind and business for your most successful season in 2021.

12 Industry Dirt:

A look around the exterior cleaning world for news and notes of interest

Auld Lange Syne…

A ‘Lucky 7’ New Year’s Resolutions

for the Pressure Wash Industry

Pressure Wash News is published 4 times per year

and is independently owned by Jackson Vahaly.

All inquiries should be directed to:

Pressure Wash News, 110 Childs Ln. Franklin, TN 37067

jacksonv@pressurewashnews.com

Vol. 3, No. 1, Winter 2021

Publisher: Jackson Vahaly

Editor: Drew Ruble

Design: Katy Barrett-Alley

Copyright © 2021 2 Dollar Enterprises/Pressure Wash News. All Rights Reserved.

2 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


EDITOR’S

NOTE

Story Book

Endings

It used to be that in business and

sales, the key to it all was ‘meeting the

customer’s needs.’ We obsessed on the

simple question of ‘does our product

or service meet the customer’s needs?’

Well, nowadays, anyone can meet

their needs and anyone can provide the

benefit. The question now is can you

get them to enter in to a personal relationship?

Can you get them to come

in to the fold? Can you get them to be

part of your story?

Entertainment icon Walt Disney

was at a definitive crossroads in his

movie production career in 1934.

Both his brother (who was his

business partner) and his wife were

trying to talk him out of production

of his “Snow White and the Seven

Dwarves” concept. Industry insiders

dubbed the project “Disney’s Folly,”

assuming that audiences couldn’t

stomach a full-length cartoon,

and that adults wouldn’t pay to sit

through a fairy tale. Disney even

mortgaged his home to complete the

then $1.5 million film as production

lasted three years and took around

750 artists, and nearly two million

individual paintings, to complete.

Amidst those obstacles, how did

Disney succeed in bringing his very

different version of the Grimm fairy

tale to life? He gathered his storyboard

artists to tell them his version of the

story that he felt had been inside of

him his whole life (for instance, Disney

added the humor to the story, in part by

naming each of the dwarves). Disney

opened up to these trusted confidants

and said come in to the fold, be a part

of the story.

The result was a huge success. The

Oscar-winning movie, adjusted for

inflation, remains a top-10 all-time

grossing film. At the time of its 50th

anniversary in 1987, the New York

Times reported

that “Snow White”

had grossed some

$330 million worldwide, and

remained one of the most popular

films ever made. It was also the first

American film to have a soundtrack

album released simultaneously with

the film’s release, featuring such

famous songs as “Heigh-Ho,” “Whistle

While You Work,” and “Someday My

Prince Will Come.”

More importantly, it became the

centerpiece of the Disney brand and

drove enormous future change and

opportunity for Disney. Had Snow

White never been made, had Disney

not

let

others in to

the fold and let

them be part of the

story, Disney wouldn’t be the

global, ubiquitous brand it is today.

Here’s the bottom line: People can

choose to work for or do business with

anybody they want. There are lots of

quality companies and providers. Why

should they choose your business over

your competitor? It’s relationships. And

how do you get in to those personal

relationships? It comes through being

transparent and authentic and understanding

what your story is and how

to share it. Those stories in turn reveal

values that connect you to customers.

So what’s your story? And how can

you start telling it to your customers?

At a time of great turmoil stemming

from Covid realities, political and social

unrest, and economic challenges, it

could be the key to your company’s

future success.

Drew Ruble

drewruble@gmail.com

Editor | PW News

VOL. 3, NO. 1 | WINTER 2021 | PRESSURE WASH NEWS | 3


CONQUER

Corner

Want to Grow

your Business?

Spend more time doing the things

you love? Turn the wrench on these

four company systems this winter.

EDITOR’S NOTE:

Brandon Vaughn, Chief Strategist at

CONQUER®, built his former company,

Pacific Northwest-based All Clean, from

a very small service company with zero

employees to 70 employees and went

from $8,000 per month in revenue to

almost $500,000 per month in less than

six seasons. Vaughn, who was awarded

the 2017 S.B.A Small Business Person

of the Year for the state of Oregon,

now helps small business owners in

the exterior service industry systemize

their companies. Learn more at

go.conquernow.com/apply.

BY BRANDON VAUGHN

“Well…it looks like we will need

to reschedule Marla’s roof for another

day. The moss is frozen solid...”

Of course... our second call today

from one of our techs, with yet

another job rescheduled due to

the dropping temperature of the

dreaded winter season.

Some years - winter proved

to be a welcome relief from the

madness of the year. With my season

ski pass to Mt. Hood in hand, I would

spend my weekdays hunting fresh

powder in the backcountry.

But this winter - I needed to work

on something I had been putting off

for quite some time.

It was time to implement some

systems. With our growth of this past year,

a lot of things started slipping through

the cracks. We experienced higher turnover,

more callbacks, more stress.

So, I was determined to fix some

of these issues. Even with focused,

diligent execution, I barely finished

my systems’ projects before the

winter season was over and the spring

rush began.

If you are feeling like I did, and

want to spend some time working

ON the business this winter season –

here are four system-related projects

you can tackle.

CREATE A

TRAINING SYSTEM

Very few projects can have as large

of an impact as building a training

system that can get new hires up to

speed fast in your company.

Use the down season to record

videos introducing new hires to your

company - what your core values are,

where you are going as a business, and

how they can have an impact.

Start by brainstorming in a Word

document, and write out a rough

outline of everything a new hire

needs to know to be a lead tech.

Focus on a few different categories

like: providing a basic understanding

of their tools, their supplies, your

services, your vehicles, and how to

perform their daily tasks.

The list you end up must now

go through a few different stages:

from rough draft to final outline to

recorded video to edited video and

finally, published. Don’t worry too

much about high production quality

- just get it down in a rough form. You

can use several different methods for

storing your videos. You can put them

in a learning management software

program like TalentLMS, or simply

drop them into a Google Drive, with

some Google Forms for creating some

simple tests. Just get it done.

Just imagine sitting a new hire

down and teaching them all the foundational

basics before they even get

out into the field. You will notice the

overall morale of your team improve.

Trainers experience less training burn

out, and new hires feel more confident

more quickly, which boosts retention.

When we implemented a good

training system, we cut down

training times DRASTICALLY and

could get a new lead technician up

to speed working on his own within

about two weeks.

4 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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CONQUER CORNER

DESIGN YOUR

CUSTOMER JOURNEY

What does it feel like to be a client

using your company for the first time?

Is it white-glove and concierge-like,

guiding the client through every step

of the process with precise communication?

Or does it feel like a cruel

game of telephone tag?

Use the winter time to map out

every touch point a client has with

your company.

There are four categories of the

customer journey you can work on:

Lead-to-Estimate, Estimate-to-Sale,

Sale-to-Service, and Post-Service.

Lead to Estimate: How easy is

it for a prospect to reach you?

Do you have a system for never

missing a phone call? Does your

prospect quickly get a quote,

and does your quote have a

beautiful presentation quality

that builds perceived value?

Estimate to Sale: What kind

of automated emails are you

sending out that follow-up and

add value to your prospect,

making sure they don’t get

away? What kind of nurture

sequence do you have that keeps

you top of mind even months

after an estimate is given?

Sale to Service: Are you

diligently providing your client

with over the top communication

of when you will arrive,

even providing automated

reminders and on my way

texts? Are you making sure to

ask for referrals even before you

provide service?

Post-Service: Do you have

an automated way to ask for

reviews and referrals? Are

you thanking your client and

following up after service to

make sure they are happy?

For this project, I suggest getting

out a whiteboard and post-it notes

and thinking through every step of the

experience as a client. This exercise

will pay you back for years to come

with increased revenue, higher tickets

and more referrals than ever before.

CREATE A

MARKETING CALENDAR

AND BUDGET

Anyone who has built a marketing

calendar understands the simple

saying “Math is the Path.”

Let’s say you want to grow an

extra $500,000 this coming year. You

can easily calculate how much you

need to spend in marketing using

some quick math.

• $500,000 / Average Ticket =

# of new jobs

• # of new jobs / Your Closing

Ratio = # of new leads needed

• All that remains is to figure out

your target Cost Per Lead.

To find that out, take some time to

look over how much you’ve spent in

marketing over the last year and break

it down into total spend per marketing

channel. (For instance, social media

ads, google adwords, SEO, print ads,

postcards, direct mail, etc.)

Take that total spend for each

marketing channel and divide that

into how many leads each of those

channels have brought in. There’s

your Cost Per Lead. Growth literally

becomes a math problem.

When creating a calendar, ask

yourself: ‘What new channels do I

want to test out for this year? What

marketing campaigns can I run for

each month of the year?’

For instance, October is Breast

Cancer Awareness Month. Maybe your

technicians can wear pink shirts and

you can offer matching discounts in

exchange for contributions to charitable

organizations. Think through your

messaging and potential offers for each

of the seasons - Spring Cleaning Offers,

Summer BBQ Cleanup, Fall Cleanup,

Winter Washing, etc.

There is literally an unlimited

amount of clever marketing campaigns

you can run. But remember - the best

marketing campaigns are ones that

are planned out in advance. Take a

couple days, and map out what type

of marketing campaigns you believe

in and can get behind.

ORGANIZE YOUR

COMPANY FILES

Have you ever been frustrated

trying to hunt down that key account

file, re-ordering supplies, or retrieving

those before/after photos?

Get everything moved up to the cloud

this winter season so every company file

you have can easily be accessed by all of

your key team members.

I recommend Google’s G-Suite

over any other cloud based platforms,

for several reasons:

• team members can easily be

added/removed to certain

folders

• everything is saved automatically

and backed up and easily

restored

• you can have multiple team

members viewing and editing

company files at the same time

Make sure you use the Shared

Drives functionality, rather than My

Drive, so that you can take advantage

of all of the sharing features.

I recommend creating four Shared

Drives: Marketing, Admin, Production,

and Sales, then adding in a private and

confidential Executive folder that

contains sensitive HR files and other

confidential company files that you as

an owner will need to have access to

separately. This project definitely takes

some time to sit down and map out

how you want to store files, but it’s

so worth the investment of time. And

here’s a tip: come up with consistent

naming conventions, so that files are

easy to identify before opening them

up. Be careful not to name files something

vague like “Important Client

Info.doc” - but rather, get specific and

consistent like “Princeton Properties -

Property Manager List.doc”

REAPING

THE BENEFITS

As CEO of your company,

remember that working ON your business,

not IN your business is what will

bring you the greatest return on your

time. These types of system building

projects can literally add six figures to

your company over the next year. I’ve

seen it done. I’ve done it myself!

Delegate menial tasks like cleaning

out the trucks, working on equipment,

and fixing engines to someone

else. This winter - turn the wrench on

your company systems.

And then next year, when your

company is running more automated

and more profitable than ever - come

join me on the slopes!

6 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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Virtual

Reality

Pressure washing enters

the video gaming realm

BY DREW RUBLE

The average pressure wash operator

works hard, beats the streets for sales,

comes home each night tired, and

certainly doesn’t think of their work as

very interesting to the general public.

Newsflash. Think again.

As reported in a previous issue of

PW News, vast sections of the internet

are dedicated to videos of things

being power washed because a broad

swath of the general public finds the

process of transforming grime-covered

surfaces to clean and bright spaces to

be utterly mesmerizing.

In fact, since as far back as 2010,

millions, that’s right, millions of people

have watched clips from YouTube channels

like Power Washing World, where

outdoor furniture, trucks, patios -- even

vegetables—are pressure washed.

BuzzFeed once uploaded a pressure

washing video to YouTube that

garnered more than 1.4 million views

in less than four days.

Many if not most pressure wash

operators are in on the secret and have

been for a long time. A wildly popular

sub-Reddit called r/Powerwashingporn

allows pressure washer enthusiasts to

upload their own pressure wash videos.

The site boasts a community nearly

600,000 people.

What’s the attraction? We reported

it probably has something to do

with Autonomous Sensory Meridian

Response (ASMR), which, defined in

medical terms, describes the experience

of tingling sensations in the crown of

the head, in response to a range of

audio-visual triggers.

No matter the explanation, the

bottom line is that pressure wash videos

have become insanely popular.

BRAND NEW DAY

Now the human obsession with

pressure washing has entered the multibillion-dollar

video gaming realm.

UK-based FuturLab’s PowerWash

Simulator (screen grabs pictured here)

lets interested gamers blast dirt into

oblivion right from their desktop.

The game puts a power washer

in the gamer’s hands and lets them

blast away on a dirty two-story house.

Gamers try to achieve 100% progress

on the task. Eventually the game maker

says there will be more scenes to clean,

continued ...

8 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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Send your news,

press releases, and story tips to

drewruble@gmail.com

JOIN US

If you would like to advertise

in the next edition of PW News, , contact

Jacksonv@pressurewashnews.com


VIRTUAL REALITY

start, starting with stripping the house

clean from years of dirt build-up.

According to PCGamer.com, when

the game player arrived at Suzie’s, “the

situation is pretty bad. The front door,

windows, porch, garage, driveway, and

roof are all filthy, you can barely see

the original paintwork underneath the

thick layer of dirt. It’s super nasty.”

The house is soon sparkling, though,

via the gamer’s efforts.

additional equipment (more than the

three nozzles offered now), and even

a chance to open your own pressure

wash business.

(Editor’s Note #1:

Are you kidding me?

Do they know how hard

this is? Or perhaps wannabe

pressure washers should try

this virtual approach first

before diving in to

the industry!)

Futurlab has been taking requests

for clean-up scenes gamers would

like to attack in future PowerWash

Simulator editions.

(Editor’s Note #2:

No doubt PW News

readers could fill their

inbox with random, odd,

big, or dirty jobs they’ve

done in the past.)

HOW IT WORKS

Reviewers from TheVerge.com

write that there’s no winning or losing

in this game. Instead, you “receive feedback

from the client when the job is

done, a before and after picture to show

the impact of your work, and a recap on

how many gallons of water you used.”

According to TheVerge.com, attention

to detail is key to better feedback.

“It does not focus so much on how

quickly you clean, but rather how

successful you are in cleaning each

portion of the house,” the website

review stated. “Even when a spot looks

clean, you will need to keep washing

until you get the on-screen notification

that a particular spot on the house is

cleansed. A hint feature can show you

which portion of the specific area you

may have missed, such as cracks on the

sidewalk.”

One of the challenges gamers face

while indulging their ASMR using the

game is selecting the right nozzle for a

particular part of the job.

“Choosing the right nozzle will

determine how much surface area you

cover, and some are better for certain

situations,” the website explains. “The

yellow nozzle covers a large amount of

dirt, the red one is ideal for removing

dirt from small areas such as the balusters

on porch railings, while the orange

hose provides a balance between the

two in terms of size.”

(Editor’s Note #3:

No, I don’t think soft

wash is an option.

Maybe in version 2.0)

A CASE IN POINT

PCGamer.com described in detail

one scenario presented by the game. A

client, Suzie, wanted her home’s exterior

cleaned. In an email, she explained

that she had just divorced her good-fornothing

husband and wanted a fresh

(Editor’s Note #4:

Sounds almost like a

pre-employment tool for

pressure wash company

owners looking not just for

workers interested in the

task at hand, but who can

think through equipment

choices and do work a

customer is satisfied with.

Perhaps this game can

become part of the preemployment

protocols in

the industry!)

THE TAKE AWAY

FuturLab said it released the early

demo of its game in part due to the

Covid-19 outbreak. “Frankly, we

thought folks could do with a relaxing

stress reliever right now!” the company

stated on its website.

(Editor’s Note #5:

Maybe some of these

people needing a little

relaxation would like to

pick up a wand and work

for your business for free!

Sheesh!)

10 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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INDUSTRY

DIRT

A look around the cleaning equipment

world for news and notes of interest

Send your company news and press releases to drewruble@gmail.com

A Fresh Perspective

Photographer Ron Burkett created a beautiful and

unusual piece of art during the lockdown. He used a pressure

washer to draw an epic wildlife mural on his driveway

and captured it from above with a drone. It’s viewable on

YouTube. “During the ‘stay at home’ order of the Coronavirus

pandemic of 2020, I decided to catch up on some projects

around the house,” Burkett wrote on Facebook. One of those

projects was pressure-washing the driveway. But instead of

just washing the concrete, Burkett used the pressure washer

to draw mountains and trees, wolves and elks, and turn them

into a wonderful scene.

Serving Communities

There were numerous national news

stories about pressure wash companies

offering up free services in the wake of both

Covid-19 sanitation needs in their communities,

as well as clean-up help in the aftermath

of tensions over racial injustice and resulting

rioting and graffiti damage on public or

historic structures. Here are just a few examples

of such goodwill that caught our eye.

Centralillinoisproud.com reported on

Pekin, Illinois-based Magshine Pressure

Washing offering free pressure wash in places

across central Illinois affected by recent graffiti

and riots. In a Facebook post, company

owner Brandon Lawson said he would offer a

pressure wash to any local building, company,

or home vandalized by rioters. Lawson said he

just wanted to offer a hand to the community.

“We’re all going through a bad time but there

are a lot more good people out there than

there are bad people let’s just come together

and make it happen,” Lawson said.

Al.com reported that a Confederate

memorial statue in downtown Huntsville,

Alabama got a mysterious pressure-washing

recently to clean red paint dumped on

it by protesters. Local television station

WAFF attributed the overnight cleanup

attempt to a concerned citizen who owns

a local power washing company, but did

not identify the individual. The statue was

defaced with paint in late May 2020 when

protestors were gathering regularly on the

courthouse square in the wake of George

Floyd’s death in Minneapolis.

And the Jefferson City News Tribune in

Missouri reported that Wash Authority

owners Karen Loaiza-Wulff and Eric Wulff

cleaned and sanitized the playground

equipment of 10 local elementary school

playgrounds in the aftermath of the

Covid-19 outbreak.

In the Everflo

Paynesville, Minnasota-based

Everflo®, a brand of Valley Industries,

introduced in December 2020 the

new Everflo® 12 Volt On-Demand

Soft Wash (Bleach) Pumps. This

dual-purpose pump was designed and

engineered to handle bleach applications,

while upgrading user systems

with minimal investment.

The company says it is ground

breaking and perfect for cleaning

black mold, algae, lichen and mildew

from surfaces that are not tolerant of

the impact of high-pressure washing.

This bleach pump can also be used for

disinfecting high-traffic indoor surfaces

with antibacterial or antiviral bleach

formulas. Simply spray, let

dwell, and rinse – no scrubbing

or high-impact pressure

washing required.

The pump features an

automatic power switch that

turns the pump off when no

flow is needed, Motor Shield

Technology that shuts the

pump off if an internal leak

is detected, and self-priming

up to 10 feet while having the

ability to run dry. Additional product

features include corrosion-resistant

Viton valves and Santoprene

diaphragm, polypropylene pump

manifold with Quick-Attach ports,

and a standard mounting pattern for

quick installation.

Replacement pump heads are

available to keep the pump running at

a fraction of the cost of replacing the

entire pump. It is available in 2.2, 4.0 &

5.5 gallon per minute offerings.

In only 10 years, Everflo®

has become a leader in innovation

and quality for on-demand,

12-volt diaphragm pumps. It

currently offers several variations

of diaphragm, soft wash, and

potable freshwater RV pumps.

These pumps span a wide range

of applications within the agricultural,

lawn and garden, and fluid

transfer industries. The Everflo®

lineup continues to grow exponentially,

and includes high pressure diaphragm

pumps, adapters, fittings, and other

universal accessories to keep pumps

running smoothly.

12 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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INDUSTRY DIRT

Making a Difference

The McDowell News in Marion, North Carolina

profiled a local organization called Freedom Life,

which serves men and women during and after

incarceration to help them transition and transform

their lives by becoming positive contributors in the

community. Even in a strong economy, people with

a criminal record struggle to find employment. For

those who lack job experience and training, it can

be even more difficult to overcome the past and

take their lives in a new and positive direction.

To address this very real need, Freedom Life

launched a new subsidiary business called Freedom

Pressure Washing, which works to provide a professional

work environment, spiritual mentoring,

and job/life skill development. Freedom Pressure

Taking Charge

Newly-installed Cleaning Equipment Trade

Association (CETA) president Jimmy Welch

sent the following letter to his membership in

November 2020.

“The year 2020 has given the worldwide

cleaning industry the opportunity to help combat

the global pandemic by contributing expertise

in cleaning, sanitation, and disinfection. Industry

members strived to protect their own workers

and customers -- and to share the tools for

doing the same with others. The Cybersecurity

and Infrastructure Security Agency (CISA) list

of essential businesses includes many entities

served by CETA manufacturers, distributors, and

suppliers. The list ranges from chemical and critical

manufacturing sectors, to healthcare, agriculture,

and transportation systems. In response

to needs of essential businesses, our industry

members have in many instances added new

product offerings, such as disinfectants approved

by the Environmental Protection Agency (EPA)

and the misters/sprayers for their application.

The focus on cleaning and disinfection – from

shopping carts and doors on frozen-food cabinets

in grocery stores to high-contact areas in

restaurants – has made members of CETA more

visible. In turn, the visibility has strengthened

the organization. (The circumstances of the year

have led to some unexpected areas of industry

growth, too, such as the increase in demand for

graffiti removal tools.)

Washing was launched in January of 2018 and

soon gained contracts with a large grocery chain.

As the number of store contacts grew, and thanks

to a People in Need grant through the Community

Foundation of Western North Carolina, a second

pressure washing team was started in January of

2019. In addition to the supermarket contracts,

Freedom Pressure Washing now works with fast

food restaurants and regional businesses to provide

pressure washing and surface cleaning.

Danny Hampton, executive director of

Freedom Life said the entity was seeing a 95%

success rate with the individuals they have the

privilege to work with through Freedom Pressure

Washing.

“Although PowerClean 2020 slated for

Reno, Nevada had to be cancelled, virtual

meetings will carry us through until we can

meet in person at PowerClean 2021 in New

Orleans, Louisiana. Until we convene in the

Pelican State, know that all CETA initiatives –

benchmarking, standards (safety – THC 335H,

performance – CPC 100, technical), distributor

certification, CETA University, CETA

Education Foundation, continue. View and

monitor developments by visiting our website

(https://ceta.org/) frequently. I challenge you to

become involved in CETA – your organization

– any way you can, and to promote the organization

to peers. A strong and active membership

that reflects our industry will ensure a long,

vigorous future for CETA.

“It is a great honor to begin my service as

president of CETA. I look forward to working

with you, as well as with the board of directors

and staff who themselves work tirelessly on

behalf of CETA members and the industry.”

Welch, vice president, engineering, at

American Pressure in Robbinsdale, Minnesota,

has more than four decades of experience in

all aspects of the cleaning equipment industry,

including tenures as head of R&D/engineering

for MiTM, General Pump, Pressure Pro, and FNA

group. He is also credited in numerous industry

patents, and has had a hand in the design of many

of the best pumps on the market today.

A Giant Among Us

Raymond E. “Ray” Simon, 83, of Toledo, Ohio,

died on Sept. 18, 2020. According to The Blade in

Toledo, Simon started the Giant Towel Co., which

sold large towels to car washes, in 1972. He eventually

started to sell pumps used in pressure washers, which

became Giant Industries. Giant Industries now has

about three dozen employees and sales of about $15

million. Simon ran the company until the mid-2000s,

when he sold the business to son, Ed. According to

the paper, the story goes that Simon was heading

to California in 1959 when he ended up in Cedar

Rapids, Iowa, and started selling pumps for a German

manufacturer along the Eastern Seaboard. It was that

work that spawned the ideas for the Giant Towel

Co. and later Giant Industries, as well as his love

of flying. “He became known as the salesman who

would fly a small plane into town to sell pumps, and

the customer would meet him at the airport. It was

faster to fly than to drive,” The Blade wrote. “Simon

came back to Toledo to start Giant Towel. The pump

business took off as they became more important in

the market. The company now sells a whole line of

pumps and accessories, and also still sells towels.

Big Weekend in

the Big Easy

The annual joint conference of the Cleaning Equipment

Trade Association (CETA) and the Power Washers of North

America (PWNA) will take place Sept. 8-11, 2021, at the

Hyatt Regency in New Orleans, Louisiana. These associations

are coming together again for PowerClean 2021. See

industry leading exhibitors, experience equipment training,

attend seminars, network, and have fun. While both associations

will remain independent and have events on their

own, CETA and PWNA feel that these two associations

can combine efforts to work towards a common goal: “Two

Teams. One Vision. Advancing the industry forward.”

The Hyatt is centered downtown near Champions

Square, Smoothie King Center, and minutes from the

historic French Quarter, Arts District, and Mississippi

Riverfront. If you registered for PowerClean Reno 2020,

your registration will carry over to 2021 New Orleans. If

you have any questions, call (800) 393-7962.

14 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


INDUSTRY DIRT

Honda Innovation

Alpharetta, Georgia-based Honda Engines, a

business unit of American Honda Motor Co., Inc.,

announced in October 2020 it was launching two,

all-new engines designed specifically to increase the

performance of pressure washers—enhancing the

user experience and making jobs easier. Replacing the

Honda GCV160 and GCV190, the company says

the all-new Honda GCV170 and GCV200 pressure

washer engines delivers more power and more torque

for premium residential applications, along with a

range of technological attributes, innovative features,

and a simple design that make the new models even

more reliable and easier to operate and maintain.

According to the company, both engines offer

best-in-class power and torque that deliver peak

performance in the toughest of operating conditions.

More power and torque from the engines

(GCV170: an increase in torque of 18 percent and

a nine percent horsepower gain over the GCV160;

GCV200: an increase in torque of 13 percent and

10 percent horsepower gain over the GCV190)

allow the pump of a pressure washer to produce

a steady, even amount of high pressure to the hose

and cleaning attachment, the company stated in a

press release, while reducing the need for the operator

to repeat spray.

“The Honda GC Series, part of our legendary

family of premium engines for residential applications,

provides efficient power, superior fuel efficiency,

and quiet operation for customers who rely

on their outdoor power products to get jobs done,”

said William Walton, vice president, Honda Power

Equipment. “When it comes to pressure washing,

the new Honda GCV170 and GCV200 models

enhance our current GC Series, offering a host of

added benefits—delivering more power and torque

than earlier models and innovative design features

that provide for an easy, enjoyable operating experience

for consumers.”

Both all-new Honda GCV170 and GCV200

pressure washer engines meet the SAEJ1349 net

horsepower standard, which rates engine power with

the muffler and air filter in place. This net standard

rating accurately reflects real-world operating conditions.

Because pressure washers often are operated

in tough outdoor conditions—after long periods of

storage, in temperature extremes, with high loads,

and with frequent stopping and starting—the power

and torque of the pressure washer engine are factors

that affect performance.

In addition to higher net power output, both

engines also offer class-leading torque, delivering

more power to the

pump, resulting in more

consistent pressure and

cleaning capability. Further,

the new Honda GCV170

and GCV200 pressure washer

engines offer overhead valve

(OHV) design that increases combustion

efficiency, allowing for lower compression

ratios and greater power output.

Last, the new Honda GCV170 and GCV200

pressure washer engines are designed with a number

of innovative features that make them consistently

reliable, season after season:

• Honda Cycloflow technology enhances the

air-fuel mixture and makes it easier to start the

engine and idle smoothly while making it more

resilient to poor quality fuel. New V-shaped

valves and a pent-roof shape of the combustion

chamber enable air in the cylinder to flow

more smoothly. A longer stroke also enhances

turbulence in the cylinder, which helps the

mixture of air and fuel.

• A Fuel Off position allows the user to stop the

flow of fuel to the engine when the pressure

washing is complete. The Fuel Off position

allows the engine to run until the majority of

fuel in the carburetor is consumed, preventing

sticky carburetor buildup that makes for

cleaner storage and easier future starting.

• The addition of Auto Choke and relocation of

the wax thermostatic element from the top to

the side of the cylinder improves heat transfer

and makes for easier engine starting in all

conditions.

• Honda GCV170 and GCV200 pressure washer

models are configured to make engine operation

more convenient and efficient, enhancing

the overall experience of using a pressure

washer:

• The new engine design reduces the number of

steps required to start the engine by 75 percent

over previous models.

• A simplified engine layout with user friendly

features, including a quick-drain oil tube, a

larger fuel tank opening, easy-access spark

plug, captive carburetor bolts and a finger-operated

filter cover make quick work of disassembly

with fewer tools and quicker repairs.

• A new muffler structure and resin protector

reduce engine noise and improve operator

comfort and safety.

• Enhanced

balance of the crankshaft

reduces engine

vibration.

• The new Honda

GCV170 and GCV200

pressure washer engines

also feature a robust, polygon-square

shape with a sleek, flat top

that leaves room for pressure washer manufacturers

to include their brands and logos. And

the engine shape is designed to fit neatly into

the frames of pressure washers.

Both all-new Honda engines are assembled in the

USA at the Honda Power Equipment Manufacturing,

Inc. facility in Swepsonville, North Carolina using

domestic and globally sourced parts. This Honda

center of excellence is involved in the continuous

development of world-class power equipment

products. While providing product engineering,

prototype development and testing, the associates

work closely with suppliers to further the company

goals of technologically advanced products and local

parts sourcing.

The Honda GCV200 pressure washer engine is

available now, and the Honda GCV170 pressure

washer engine will be available in spring 2021. Both

models carry a two-year non declining warranty.

Parts and services will be widely available via the

Honda national network of dealers.

Honda Power Equipment, a division of American

Honda Motor Co., Inc., markets a complete range

of outdoor power equipment, including generators,

walk-behind and robotic lawn mowers, pumps,

snow blowers, tillers, string trimmers, outboard

marine engines and small, general-purpose engines

for residential, commercial and rental applications.

Honda is the world's largest manufacturer of

engines for a diverse array of automotive, powersports,

marine, aerospace and power equipment products.

The company offers a complete line of small,

general-purpose engines for industrial, commercial,

rental industry, and consumer applications. Honda

engines supply smooth and dependable power for

thousands of different product applications including

pressure washers, lawn mowers, rescue and construction

equipment. Additionally, Honda engines are

some of the quietest and easiest to start of their kind,

even in harsh commercial and construction environments.

Such attributes have made Honda engines the

popular choice for original equipment manufacturers

looking to add value to their own brands.

16 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


INDUSTRY DIRT

Lifetime Achievement Award

Patrick G. “Pat” Wingen,

who died last year,

was recently named

2020 CETA Lifetime

Achievement Award

Recipient by the Cleaning

Equipment Trade Association

(CETA).

Wingen made his mark in the

pressure washing industry as CEO

of AaLadin Industries, guiding the

company in growth and innovation, and

in serving as the first president of CETA.

After receiving his bachelor’s degree

at South Dakota State University

in Brookings, SD, and his MBA at

the University of South Dakota in

Vermillion, SD, he joined the industry

working at Alkota. Shortly thereafter,

in 1981, Pat joined with Bill Busker

and Eldean Kjose to create AaLadin

Cleaning Systems. Their goal was to

build the best quality equipment

with a new design

and easy serviceability.

Over the years, Wingen

started and grew several

other companies, including

Steel Eagle Inc., making pressure

washer accessories, such as hose

reels, surface spinners, undercarriage

cleaners,vacuum systems, and more. In

April of 1994 he was named the South

Dakota Small Business Man of the Year.

AaLadin was at the forefront in

many industry advances, including

these features:

• Quick-change coil design—

a vertical heat chamber

with a lift-out coil

• Two-piece coil design with

cold- water wrap and helical coil

• Bucket insulation

• Rotational molded fuel tanks

• Poly float tanks

• Diagnostic control panel for

flow, temperature, and fuel

• Flat-free tires

• Swivel front casters

• High efficiency heat chamber

• Stainless steel wrappers, belt

guards, and control panels

• Self-contained pod assembly

for pickups

• GFCI cord assembly

• Past recipients include of

the Lifetime Achievement

Award include:

• 2013: Roy & Linda Chappell of

Chappell Supply & Equipment

Co. and John

Sr. & Brenda Purswell of Alklean

Industries, Inc.

• 2014: Gary Scott of

Alkota Cleaning Systems

• 2015: Ralph A. Notch

of AR North America, Inc.

• 2016: Charles Tibboles

of R.W. Beckett

• 2017: Tim & Karen Layden

of High PSI

• 2018: Dr. Marlo Dean Karcher

NA and Mr. Roger Walz of

Alkota Cleaning Systems

• 2019: Gregg Brodsky of Alkota

Cleaning Systems

CETA established the Lifetime

Achievement Award in 1995 to recognize

those who have achieved excellence

in the pressure cleaning industry

and to honor those who have made

significant contributions.

Nominees must have made a significant

contribution to the industry and

will continue to distinguish their work

in the improvement of our industry.

Please contact Awards Chair,

CETA, with suggested nominations

and requests for information at info@

ceta.org.

S A LS EA SL TM

E S TM

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VOL. 3, NO. 1 | WINTER 2021 | PRESSURE WASH NEWS | 17


Overcoming

“Affluenza”

The outbreak of the COVID-19 pandemic made us acutely aware of the

dangers to our health from a virus that can’t be seen with the naked eye. But

business owners face a risk from an equally contagious and invisible virus.

[EDITOR’S NOTE:

Chuck Violand founded Violand

Management Associates in 1987 with

the objective of helping owners of small

businesses build profitable businesses

for their long-term professional and

personal success. As an author and

popular keynote speaker, Violand is a

respected authority on entrepreneurial

small businesses, having spent more

than 30 years as both a business

consultant and an executive coach.

He is a regular contributor to trade

journals and newsletters and is the

author of the popular weekly leadership

series Monday Morning Notes. Violand

Management Associates, LLC is a

consulting firm working internationally

to help entrepreneurial companies

achieve sustained profitable growth.

Look them up at violand.com for details

or contact them at 1-800-360-3513.]

BY CHUCK VIOLAND

As healthcare professionals around

the world struggle to address a

pandemic brought on by the spread

of COVID-19, another virus has been

running rampant within the ranks of

business owners and their companies

for years; one that continues to go

largely unrecognized. COVID-19

may be dominating the headlines,

but the virus I’m referring to is alive

and well and thriving in far too many

business owners.

This virus can have as debilitating

an effect on the health of a business as

the current pandemic has on our own

health. And, unfortunately, washing

our hands, coughing into our sleeve, or

social distancing is completely ineffective

in controlling its spread.

The virus I’m referring to is

Affluenza. Although I’ve seen the

virus’s destructive effects on businesses

for years, my first exposure to

its name occurred when I came across

the term in an article written by Dr.

Denise Kenyon-Rouvinez in The Family

Business Advisor newsletter.

As a business advisor myself, I’ve

witnessed the terribly harsh effects

Affluenza can have on previously

healthy companies. I’ve worked

for years to restrict its spread

but, regrettably, I have not

always been successful

in my efforts. There are

times when the virus

gets such a strong grip

on an owner that he

becomes blind to the

harmful effects it’s

having on his company,

or he enters a state of

denial about what’s taking

place.

Affluenza doesn’t usually

manifest itself when a business

is young or struggling. Most

companies and their owners seem to

have a built-in immunity that protects

them during times such as these. It’s

when a company starts to succeed that

their owner’s immune system becomes

compromised, and the virus comes

to life and spreads its infection with

alarming speed and devastating, sometimes

even lethal, effects.

Although I have no hard data to

support my claim, I feel the physical

and mental makeup of many entrepreneurs

predisposes them to carry the

18 | PRESSURE WASH NEWS | VOL. 2, NO. 1 | WINTER 2020


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OVERCOMING

“AFFLUENZA”

Affluenza virus, although it can go on

undetected for years. Many seem to be

drawn to a “work hard, reward lavishly”

lifestyle which appears to serve as a

catalyst for the virus.

As with many other business

ailments, Affluenza infects a company

when it is flush with cash or when

sales are robust. But the symptoms

go unnoticed. It’s when the company

is put under pressure or when it’s

attacked by outside influences such as

economic turmoil or market changes

that Affluenza raises its head and can

cause irreparable damage.

When symptoms of the virus are

first detected one of the strategies to

combat it that many companies adopt is

to increase sales. While there is nothing

wrong with increasing sales, doing so

doesn’t cure the disease. Instead, it

simply masks the symptoms, bringing

temporary relief to the pain, much like

taking an aspirin to treat COVID-19.

It does nothing to treat the underlying

problem, and it will sometimes backfire

and actually feed the virus.

The troubled email I received from

the Chief Financial Officer of one of my

clients got my attention and serves as a

textbook study of Affluenza at work.

We had developed a close working

relationship over a span of years, so the

CFO felt comfortable approaching me

for advice. In her email she was expressing

alarm at financial decisions the owner of

the company was making. Most troubling

was the owner’s instructions for

her to bury some of his purchases on the

company income statement where they

might not be noticed.

Apparently, he was concerned they

would raise uncomfortable questions

when his numbers were reviewed, both

by the bank he was working with and

by me during our conferences.

This was a company that had

enjoyed several years of rapid growth

and financial success. They were on top

of their game, celebrated as a model

of success in both their local community

and in their industry. It was not

surprising that the owner wanted to

start reaping the rewards of his accomplishments,

as he had worked hard to

get where he was. Unfortunately, he was

choosing to make financial decisions

that would contribute to the company’s

eventual decline. This brings me to

the first underlying cause of Affluenza.

We don’t know how to handle financial

success. As ridiculous as this might

sound, handling finances and financial

success is a learned skill. Our parents

are usually our first teachers and, if they

were successful managing their money,

there’s a good chance they passed on

sound financial lessons to us. If they

weren’t particularly good with

their finances, then we may need

to reprogram some of the money

lessons learned in our youth.

Another critical point in our

lives when we’re especially open

to learning money lessons is early in

our business careers. The people we

associate with in business, the mentors

with whom we surround ourselves,

and the business experiences we have

all leave lasting impressions, sometimes

affecting the financial decisions

we make both professionally and

personally for the rest of our lives. As

with the lessons we learn from our

parents, these early business experiences

can have either positive or negative

consequences on our behavior.

Most small businesses are started

on a financial shoestring. Business

owners learn how to make one dollar

do two dollars’ worth of work, and

they become masters of cash flow in

a cash-strapped environment. When

their company finally enjoys some

measure of financial success after years

of struggle and sacrifice, the owner

sometimes finds themself unprepared

to handle the change. They haven’t

developed the discipline needed to

manage an abundance of money. So

they find ways to move it out of their

life to return to the more familiar world

of being strapped for cash.

As with so many other personal

behaviors, destructive financial behaviors

can be turned around. One of

the ways to accomplish this is with a

concerted effort over a long enough

period of time to allow the new behaviors

to become habits. Although we can

do this on our own, the chances for

success usually increase dramatically

when we have someone to help hold us

accountable. In the case of the owner

mentioned above, listening to the

advice of his CFO would have saved

him a lot of heartburn … and money.

As with many diseases, Affluenza

is harder to detect in the early stages

when it is easiest to cure. Conversely,

it’s easier to detect, but harder to cure,

in its later stages when behaviors have

become habits.

You can usually trace the genesis of

business problems to when a company

is doing well: sales are strong, profits

are deep, and cash flow is healthy. This

is when business leaders lose focus,

become complacent, or adopt attitudes

of entitlement. This brings us to the

second underlying cause of Affluenza.

Our decisions are driven by ego

and a sense of entitlement. Growing a

business demands a lot of sacrifice on

the part of the owner. It can exact a

heavy toll in terms of time spent away

from family, mental exhaustion, and

even getting worn down physically.

When business begins to go well, it

seems logical that some owners would

feel a sense of entitlement to lavishly

reward themselves for their sacrifices:

the luxury car, the vacation home,

the abundant travel. There’s nothing

inherently wrong with any of these

indulgences. It’s when they interfere

with the performance of the company

You can usually trace the

genesis of business problems

to when a company is doing

well: sales are strong, profits are

deep, and cash flow is healthy.

This is when business leaders

lose focus, become complacent,

or adopt attitudes of entitlement.

or when they take value away from

customers that they get in the way.

Sometimes Affluenza is driven by a

swollen ego, similar to the attitude of

entitlement above. The primary difference

is that with a swollen ego we use

Affluenza to draw attention to ourselves

or to maintain an appearance of success.

An ego that is out of control is one of the

most difficult areas to address with any

business owner, as they are usually the

last one to recognize when their ego has

gotten out of control, and they usually

don’t want to be told about it by you.

Sometimes Affluenza doesn’t

20 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


manifest itself with purchases or financial

decisions. Instead, it shows up in

subtle behaviors or in attitudes toward

other people.

We forget what it’s like to have a

boss. Few of us are plopped into our

position of authority overnight. We

usually grow into it over time. As our

company grows or as we rise through

the ranks in our business, it’s easy to

forget what it’s like to be one of the

“workers.” The Queen of Mean, Leona

Helmsley, is famous for her off-handed

comment about “the little people.”

While few of us would be brash enough

to make such a comment, how often

does our behavior unconsciously telegraph

a similar message?

When we’re the boss we can ignore

feedback we don’t want to hear. We

don’t feel the need to ask others for

their opinion, but we can freely give

our own. We don’t need to follow the

chain of command we put in place if we

feel like meddling. And we surely don’t

need to go to the boss to ask for a raise;

we just write ourselves a bigger check.

As we learn lessons throughout our

life, we frequently adopt rules to help

guide our future decisions. One of the

rules I’ve used in my life is the “Alex

Bevan” rule. When I was in my early

20’s I owned a night club, and one of

the entertainers I hired was a popular

Cleveland recording artist named

Alex Bevan. In getting to know Alex,

I learned he lived a very frugal life. I

found this interesting considering his

popularity and success … and the

popular image of recording stars living

lavish lifestyles. Alex told me his father

advised him early on to “always live

like you don’t know when you’ll get

your next gig. That way you’ll never

have to compromise your values to

get it.” That was great advice for a

recording artist. It’s also great advice

for business owners.

CHECKING YOUR EGO AT THE DOOR

A 2018 Harvard Business Review (HBR)

article titled “Ego is the Enemy of Good

Leadership” made some interesting observations

about bosses with swollen egos.

According to its authors, Rasmus

Hougaard and Jacqueline Carter:

• “Our ego is like a target we carry with

us. And like any target, the bigger it

is, the more vulnerable it is to being

hit. In this way, an inflated ego makes

it easier for others to take advantage

of us. Because our ego craves positive

attention, it can make us susceptible to

manipulation. It makes us predictable.

When people know this, they can play

to our ego. When we’re a victim of our

own need to be seen as great, we end

HBR offered the following advice for

up being led into making decisions that

bosses who can actually acknowledge they

may be detrimental to ourselves, our

may have an ego problem:

people, and our organization.

• “Consider the perks and privileges you

are being offered in your role. Some of

• “An inflated ego also corrupts our

them enable you to do your job effectively.

That’s great. But some of them

behavior. When we believe we’re the

sole architects of our success, we

are simply perks to promote your status

tend to be ruder, more selfish, and

and power and ultimately ego. Consider

more likely to interrupt others. This is

which of your privileges you can let go

especially true in the face of setbacks

of. It could be the reserved parking spot

and criticism. In this way, an inflated

or…a special pass for the elevator.

ego prevents us from learning from our

mistakes and creates a defensive wall • “Support, develop, and work with

that makes it difficult to appreciate the people who won’t feed your ego. Hire

rich lessons we glean from failure.

smart people with the confidence to

speak up.

• “Finally, an inflated ego narrows our

vision. The ego always looks for information

that confirms what it wants

stones of selflessness. Make a habit of

• “Humility and gratitude are corner-

to believe. Basically, a big ego makes

taking a moment at the end of each day

us have a strong confirmation bias.

to reflect on all the people that were

Because of this, we lose perspective and part of making you successful on that

end up in a leadership bubble where we day. This helps you develop a natural

only see and hear what we want to. As a sense of humility, by seeing how you are

result, we lose touch with the people we not the only cause of your success. And

lead, the culture we are a part of, and

end the reflection by actively sending a

ultimately our clients and stakeholders. message of gratitude to those people.”

VOL. 3, NO. 1 | WINTER 2021 | PRESSURE WASH NEWS | 21


AULD LANG SYNE

Auld

Lang

Syne...

‘Lucky A

7’

list of New Year’s Resolutions for the Pressure Wash Industry

BY DREW RUBLE

According to History.com, the

ancient Babylonians are said to have

been the first people to make New

Year’s resolutions, some 4,000 years ago.

A similar practice occurred in

ancient Rome, after emperor Julius

Caesar established January 1 as the

beginning of the new year circa 46 B.C.

Named for Janus, the two-faced

god who looked backwards into the

previous year and ahead into the

future, the Romans made promises of

good conduct for the coming year.

For early Christians, the first day of

the new year became the traditional

occasion for thinking about one’s past

mistakes and resolving to do and be

better in the future.

New Year’s resolutions today are

a mostly secular practice. Instead

of making promises to the gods,

most people make resolutions only

to themselves, and focus purely on

self-improvement

Why do we make them? Psychology

Today wrote that “there is something

so emotionally resonant about the

possibility of turning over a new leaf,

combined with our awareness that we

should really lead better lives, means

making New Year Resolutions is an

almost universal activity.”

According to the Statistic Brain

Research Institute, while as many as

45 percent of Americans say they

usually make New Year’s resolutions,

only eight percent are successful in

achieving their goals and 80 percent

have failed by the start of February.

So why do we fail?

Jonathan Alpert, author of Be

Fearless: Change Your Life in 28 Days,

told Business Insider three of the

biggest reasons people fail to complete

their resolutions each year.

First, he said, our resolutions aren’t

specific enough. So, for example,

according to Alpert, resolving to “lose

weight” is an easy way to set yourself up

for failure, as it is nebulous compared

to a more specific resolution like “run

a 5K by summer” or “lose 10 pounds

in 100 days.”

Next, we aren’t framing them

positively. Alpert says don’t frame your

resolutions with negative language.

So instead of ‘Don’t eat junk food,’

we should be saying ‘Eat carrots and

peanut butter as a healthy snack.’”

Last, our resolutions aren’t really

come from our personal core desires,

but rather what we think other people

want us to do. Alpert says set goals

instead for yourself and only yourself.

In the spirit of this 4,000-year

tradition, we talked with several big

hitters in the pressure wash industry to

ascertain their advice about what we as

an industry should be resolving to do

this year in 2021.

22 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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AULD LANG SYNE

Here then is our list of resolutions for the

Pressure Wash Industry in this New Year.

#1. Resolution

to get past the

politics of the day.

Small business confidence fell to

an all-time low after the election of

former Vice President Joseph Biden,

according to a 4th quarter 2020 CNBC

| SurveyMonkey Small Business Survey.

In the survey, conducted Nov. 10 to

Nov. 17 among more than 2,200 small

business owners nationally, 53% of

small business owners said they expect

tax policy to have a negative impact on

their business in the next 12 months,

while 49% said government regulation

will have a negative impact. By

party affiliation, the divide was stark.

Among Republicans, 75% said tax

policy will be a negative and 72% said

regulations will be a negative. Those

numbers dropped to 15% (taxes) and

11% (regulations) among Democrats.

Overall, the survey found 34% of small

business owners saying Joe Biden will

be good for small business, while 55%

say he will be bad for small business. By

party, 89% of Republican small business

owners say Biden will be bad for

business, while 86% of Democrats say

he will be good for Main Street.

No matter a change in regime in

the nation’s capital, like it or not, our

first New Year’s resolution is to get

past it and focus on being successful no

matter the political landscape.

America is obviously very narrowly

split politically, which means your

customers are going to be a mix of

50/50 and your employees are going to

be a mix of 50/50 as well. A change in

the presidency could no doubt result

in a drastic change economically as the

dominant parties propose two very

different economic systems. With the

transition happening in January 2021,

the question becomes: how do you

shape your business regardless of your

political affiliations to take advantage

and be successful regardless of who’s

in charge?

Consider the age-old tale of the

optimist and the pessimist. In it, a

university research team is said to have

placed two little boys alone by themselves

in very different environments

to study the power of optimism and

pessimism. Researchers put one boy

in a room with all the latest toys, all

the cool new gadgets, and everything

that a little kid could ever want or

hope for in a play room. Then, in the

other room, they placed another boy,

but in the middle of that room was just

a six-foot-tall by 10-foot-wide pile of

horse manure.

After a while, researchers went to

the room where the boy had all the toys

he could possibly imagine, only to find

him sitting in the middle of the room

crying and upset. “Little boy,” they said,

“why are you so miserable -- you’re in

this room with all the toys, why are

you so sad?” The boy responded “This

is awesome but the more I think about,

and the more things I play with that I

could possibly break, I realize I could

get in trouble with my mom and dad.

So I’m afraid to touch anything and

I’m just bummed because there’s toys

here but there’s too big of a chance of

me getting in trouble.”

The researchers then went to the

other room and found the other little

boy screaming with joy and happily

climbing over the top of the pile of

manure. “Little boy,” they said. “You

are in a room full of horse shit, why

are you so happy?” And the little boy

looked at them with a big smile on his

face and said “Well, gosh, with all this

horse crap in here, there’s bound to be

a pony somewhere!”

As a business owner, that’s how

you have to look at political situations

when they happen. If you’re a good

business owner, you’re going to take

assessment of any political, economic,

or social changes, whatever they may

be, and come up with a game plan

from which you are going to win no

matter what.

Joe Biden’s record of business-related

legislation in his four-plus

decades in political office is minimal.

But as food for thought on what could

be forthcoming – and must be incorporated

in to your game plan moving

forward -- Lendio.com author Ben

Glaser outlined Biden’s stated plans for

small businesses in his administration.

According to Glaser:

Biden has pledged that he will

institute a concerted federal response

to the pandemic, as opposed to the

patchwork of state policies preferred

by the current administration. Sciencebacked

policies like a public mask

mandate are likely.

Biden plans to order the

Occupational Safety and Health

Administration (OSHA) “with setting

and enforcing a rigorous emergency

temporary standard so employers

follow a clear set of rules to keep

workers safe from COVID-19.” A

Biden administration would also

“create a ‘Safer for Shoppers’ program

No matter a change in regime in the nation’s

capital, like it or not, our first New Year’s

resolution is to get past it and focus on being

successful no matter the political landscape.

that gives compliant businesses a sign

for their window so shoppers know

they have done what they can to minimize

the risk of exposure.”

Biden’s coronavirus plan also calls

for financial relief efforts for small

businesses. This includes a “‘restart

package’ that provides small business

owners support for retaining and

rehiring workers and covering other

costs of restarting in this challenging

environment.”

The campaign also supports

“a temporary small business loan

program designed to address unanticipated

shortfalls in revenue by offering

interest-free loans to small- and

medium-sized businesses around the

country through the duration of the

crisis,” as well as federal funds for statelevel

small business relief efforts.

Additionally, the Biden campaign

has emphasized stricter oversight of

existing small business relief efforts

like the Paycheck Protection Program

(PPP) to ensure that money is really

going to small businesses. Biden has

proposed reserving half of all future

PPP funds for extra-small businesses

(those with 50 employees or fewer).

Biden has stated he would work

to ban all but essential non-compete

clauses in employment contracts, as well

as no-poaching policies and mandatory

arbitration clauses. Non-competes

were originally used to keep high-paid

executives from taking industry secrets

to competitors. But in recent years,

non-competes have become common

even for entry-level positions and have

been used to prevent large swaths of

workers from taking better jobs.

Biden also advocates the removal

of burdensome licensing in certain

industries.

Under a Biden presidency, corporate

tax rates would increase. President

Trump lowered the corporate tax

rate from 35% to 21%. Biden would

repeal much, though not all, of this cut,

increasing the rate to 28%.

24 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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AULD LANG SYNE

Many of Biden’s policies relate

to workers and organized labor, and

would affect the relationship between

small businesses and their employees.

For example, like most Democrats,

Biden supports raising the federal

minimum wage to $15 an hour.

Speaking of that…

#2. Resolution

to not allow the

minimum wage

increase, or any

other legislation

impacting your

business, to destroy

your performance

or morale. Instead,

think creatively

and prosper!

The state of Florida, home

base to the largest percentage of

pressure wash operators in America,

recently passed a $15 an hour

minimum wage legislation. As a result,

Florida’s minimum wage will gradually

increase. It will not reach $15 per

hour until 2026. As of now, Florida’s

minimum wage is $8.56 an hour. With

the November 2020 vote, that will rise

to $10 per hour on Sept. 30, 2021.

From there, it will increase $1 per year

up to 2026.The federal minimum wage

is currently $7.25 per hour. The change

will put the Sunshine State on a short

list of states that have enacted a $15

per hour minimum wage. Other states

that have approved the same minimum

include California, Connecticut,

Illinois, Maryland, Massachusetts, New

Jersey, and New York.

Obviously, if somebody starts

getting paid $15 an hour to flip a burger

at McDonalds, then your employees

that are cleaning roofs

are going to rightfully

say “well,

I’m worth

a lot more

than that!” So,

essentially, now,

every blue collar

FIGHT worker in Florida

has to get a 43%

FOR $15

raise. And, in reality, this phenomenon

reaches the professional ranks,

as people will say if the roof cleaner

is now making $25 an hour then I as

a professional person with a college

degree making $40,000 a year deserve

a raise. It’s going to cascade across all

levels of the workforce.

The pessimist says “man, that’s

horrible, now we have to spend so

much money on our workers, my business

is screwed.” Instead, as in our first

resolution, we have to learn to go with

the flow -- not just to save our business

but to flourish as a business. How?

As more states and countries raise

minimum wage, CEOs at classic

American brands such as Waffle House

and McDonald’s are among the restaurant

chains to already announce plans

to increase menu prices. Their message

is a dose of reality. This is what the

voters wanted and this is what we as a

business serving that population have

to do to remain solvent.

Some PW News readers will well

remember the late 70s, a time of

tremendous inflation, an economy on

the brink, and gasoline prices going

through the roof. Savvy small business

owners didn’t fret. When people came

in to shop at a mom-and-pop, or

requested a service from a small businessman,

they were simply informed

that prices had been raised to keep

up with inflation. People might for

instance look at a part in a hardware

store and say “gosh, that part is expensive,”

and business owners would say

“I know – inflation,” and everybody

would say “yeah, inflation, it’s killing

us.” Then they would suck up the price

and move on.

The minimum wage is no different.

You have to be ready to look at your

customers in the eye and say “well,

you know that the minimum wage

just moved up to $15 an hour, which

is almost double what it was, it’s a 43%

increase in salary I had to give all of my

employees, and that in turn has put me

up to $300 an hour for my service, not

the $225 that we were last year.”

It’s all how you view it (and how

you present your story).

Another example of rolling with

the punches has to do with the new

realities of operating a small business

in a time of Covid-19. You need to be

prepared to explain to customers that

An Even 10

Here are a three other pieces

of advice we heard from PW News

readers when we asked them what

operators in the industry should

resolve to do this year.

RESOLVE TO TAKE

CARE OF YOU:

improve yourself as an owner and

employer to improve your business by

taking better care of yourself, finding

life balance, reading a book, getting a

coach or mentor, and learning something

new.

RESOLVE TO GET

MOBILE-FRIENDLY:

If you aren’t optimizing

your website for use on mobile

devices, you’re harming your business.

Sixty-one percent of users are

unlikely to return to a mobile site they

had trouble accessing, and 40% will

jump ship and visit a competitor’s

site instead. Google rewards mobilefriendly

sites with better rankings.

66% of online shopping time is

being consumed on smartphones,

and that number seems only to be

increasing with each year. Not only

are consumers using smartphones

to search (more Google searches

take place on mobile devices than on

computers in 10 countries, including

the U.S.) and make purchases (70%

of all mobile searches result in action

within one hour), but they’re not letting

mobile devices out of their sight:

91% of American adults have their

smartphone within arms-reach 24/7.

Taking these numbers into account,

you can see that mobile optimization

affects nearly every aspect of your

business, from brand building to traffic

generating, to customer service, to

establishing relationships.

RESOLVE (WHEN

POSSIBLE AGAIN)

TO BE SOCIAL:

Meaning in person, physical

contact, not virtual. Yes, this is

extremely tough and maybe impossible

in Covid-19 times; but when

normalcy returns, you just have to get

over your shyness, or your penchant

for keeping your nose to the grindstone,

and you have to get to some

community chamber meetings, start

networking and building relationships.

26 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


Made up of manufacturers, suppliers, distributors, and

associates who coordinate their efforts to promote public

awareness, professionalism, industry-wide safety standards

and education for the advancement of the power cleaning

equipment industry. JOIN US TODAY!

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• - Education for Distributors.

in 2021!

Help support your

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at 2021!

In New Orleans, LA, September 8th-11th, 2021

2021 Regional Meeting

May 11

th -14 th , 2021

Crowne Plaza Airport

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Visit ceta.org/regional-meeting-2021/ for details

CETA and PWNA will co-locate their regional events in Minneapolis and trade show in New Orleans in 2021. The two associations coming

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own, CETA and PWNA share one goal:

Two

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Advancing the Industry forward.

www.ceta.org | 800-441-0111 | info@ceta.org


AULD LANG

SYNE

if you can’t put two employees in a

truck and it requires two trucks to get

to a work site that there are financial

consequences of that that have to be

passed along to the customer.

#3. Resolution

to innovate, not

bellyache - and stop

trying to sue other

innovators!

Why is Chick-fil-A having its best

year ever in business during Covid-

19? It’s arguably because they hire

clean-cut kids with good manners

who say “it’s my pleasure to serve you”

and who don’t have tattoos and blue

hair and piercings and all that kind

of stuff. It’s because as a corporation,

it has a plan. It sends those selected

kids to college. You can’t even get the

opportunity to own a Chick-fil-A franchise

now unless you’ve been vetted

and selected through the Chick-fil-A

organizational structure.

Chick-Fil-A has been so successful

because it looked at problems as

puzzles to solve before anyone else did.

Who did a double drive-thru before

anyone else did? Chick-Fil-A. Who did

a quadruple drive through? Yep. When

it was too hot for employees to stand

outside taking orders, who put thousand

square-foot awnings out? Um

hmm. The company never just says ‘I

give up.” Instead, it finds solutions, put

itself out there, and makes it happen.

Stop bellyaching about Covid-19 and

politics and new regulations and how

hard it is to find good workers, etc., etc.

Pull yourself up by the bootstraps, and

make some tough calls to make things

happen in your business. Innovate!

Tackle deficiencies and stumble on

opportunities. Be willing to listen to

your customers and customize solutions

to meet the needs of your customers.

Necessity breeds invention. You are

craftsmen. Innovate and fall in love with

your businesses again. Get engaged,

not enraged. Stay on the cutting-edge,

looking forward with hope, not the

ledge, thinking about jumping.

Next, and importantly for the

industry, when someone in the

industry does innovate and finds a

better way, stop trying to quash their

innovation. Take the approach that a

high tide raises all boats. Resolve to

be an industry builder not an industry

destroyer. Remember the saying

“there’s nothing new under the sun?”

Others have said there’s only 88 keys

on the piano, so somebody is eventually

going to write a song that sounds

like yours. Stay loyal to partners with

whom you develop products. To do

otherwise is no different than what

we see going on in politics right now

(about which we rightfully bellyache).

Chances are you are not the only

person coming up with products like

new soaps and valves that can improve

the industry. If you have a valid patent,

great! But if you don’t, don’t stir up

a bunch of discontent in the industry.

Take the high road and focus on selling

the virtues of your product over the

competitor’s. Innovate and compete on

a level playing field. Anything less is

bad for the industry.

#4. Resolution

If you haven’t already,

resolve to join an

industry association

(or a few), and help

lift this industry

up to a higher status.

There are several entities serving

the pressure wash industry. The

Power Washers of North America

(PWNA) is a trade organization that

is specific to pressure washers. The

United Association of Mobile Contract

Cleaners (UAMCC) is, as its title

suggests, a “united” organization for not

just pressure washers but also window

cleaners, janitorial services, carpet

cleaners, and other general cleaners.

And the Pressure Washing Resource

Association (PWRA) provides

resources for individual contractors to

grow but does not serve any type of

certificatory or regulatory function.

There are benefits to all. As an

individual contractor, it is not unrealistic

(and, arguably, sensible) to be a

member of all three.

How better to stay on top of

industry trends, new ideas to grow your

business, and networking for support

and education? Annual conventions

and ongoing training offerings and

sessions can be particularly beneficial.

Networking with more experienced

professionals in the field who have

“been there, done that” will enable you

to fast track your way to success and

profitability – all the way ensuring you

take the proper safety measures, walk

the proper ethical line, and serve to

improve the industry as a whole not

weigh it down. Being a member of an

association also means you have access

year round to fellow professionals in

other markets whom you can call and

discuss problems and solutions with

as they arise in your business and your

market.

As the PWNA website states,

such advice and guidance can be the

difference between winning and losing

an important contract and making or

losing money on a particular job. You

need the most up to date information

about topics like OSHA, ladder safety,

water fed safety, fall protection, chemical

safety, and more.

Also, importantly, these orgs serve

as the voice of the industry speaking

on your behalf to policy makers and

regulatory agencies. As PWNA also

smartly says, a lawmaker, without the

knowledge and understanding of the

importance of the contract cleaner, can

make an uneducated decision that can

put you out of business. That alone is

a reason to support at least one of the

organizations.

#5. Resolution

to follow the rules and

guidelines for safety

and business

operations in the

pressure wash

industry and

stop driving up

costs for the

rest of us.

It has been said (and I think rightfully

so) that the biggest thing that

holds back this industry is the industry

itself.

What people mean by that is that

there are a lot of operators out there

nationwide who would like to “play

professional,” and even who are often

already members of one of these professional

associations, but who still won’t

wear their safety ropes, still do business

under the table, still want to cheat the

government on their taxes, and still

don’t want to obey OSHA laws.

It has to stop.

Most companies out there check all

those boxes successfully. Nevertheless,

there are still far too many marginal

companies in this industry that occasionally

think about checking those

boxes but never do.

continued ...

28 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


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AULD LANG

SYNE

Every time someone in our industry

goes looking for the shortcut, or fails to

deal with safety and OSHA requirements,

or workers comp requirements,

and they do so because they’re more

interested in skirting around them than

acknowledging these are the things

they have to deal with, and that they

need to be compliant with regulations

like the Clean Water Act, we all suffer.

Allowing members in our industry

to persist with the attitude of ‘don’t

tell me what to do, if I want to get

up on roof without my safety ropes

on that’s my decision, it’s not going to

hurt anybody else,’ is simply no longer

feasible. Because in fact it does hurt

other people. The minute that person

falls off the roof and gets injured or

dies, it registers on the entire industry’s

loss modification risk ratio, plummets

our collective reputation, and raises

rates for all of us (not to mention the

unnecessary loss of life).

No wonder when you walk into

your local bank to borrow money to

build a building or something like that

that they too often look at you and say

‘oh, you’re just some stupid little pressure

washing company.’ Why? Because

we’re too often acting like stupid little

pressure washing companies!

There must be accountability.

#6. Resolution

to diversify and expand

your business

this year when

opportunities

arise.

Beyond traditional pressure wash,

new opportunities have always existed

(especially now) for operators to

expand services in to new niche areas

that can be both profitable and these

days even help ease the Covid-19 crisis.

For starters, the consensus seems to

be that America’s obsession with cleanliness

will be a permanent social shift.

Pressure wash operators are certainly

well positioned to promote their

existing services, as well as re-channel

their resources and technical skills to

certain aspects of interior cleaning,

specifically, sanitizing businesses, to

meet that market need.

In addition, and importantly from

a consumer perspective, certifying

businesses as properly sanitized for

customer use could well be a wave of

the future. That’s because consumers

now want peace of mind that a business

is clean and the ability of a business

to prove that cleanliness to customers

could become paramount to remaining

in business.

The Daytona Beach News-Journal

recently pondered just how paranoid

post-coronavirus America will be as it

returns to public places.

The conclusion appears to be very

paranoid and vigilant.

The newspaper also profiled a

Sarasota pressure washer’s savvy

expansion of services aimed at ensuring

that public trust.

John Cloud runs Gorilla Kleen pressure

washing, a good sized operation

with clients ranging from the municipality

he lives in (pressure washing

public exteriors) to the Ringling

College and Ed Smith Stadium, spring

training home of the Baltimore

Orioles.

Cloud told the News-

Journal he’s always offered

sanitization services but that

they were seldom requested

prior to the recent pandemic.

Now, by contrast, he said, he’s essentially

doing as much sanitization as

exterior cleaning for his clients, and

purports that an important psychological

principal is leading that growth in

his niche business.

“I’m printing stickers that go on the

door that say this area was sanitized

with this chemical shown to be effective,

and we show the date,” Cloud

stated. “From an optics standpoint, if

I’m an employee or a customer, I’d be

happy to see that…I think the establishment

or business would be saying

to the public, hey, we care about taking

that extra step for public safety.”

Steam is another obvious area for

expansion and diversification of a pressure

wash business. One alternative to

using herbicides to get rid of weeds in

lawns and other areas is to use steam.

After all, you already have hot water

and nozzle on the job.

As carpet cleaners increasingly

go out of business in day and age of

hardwood floor preferences, bolting on

a carpet cleaning service for the odd

job can also make sense (heck, carpet

cleaners are increasingly switching to

pressure wash to survive!)

These are just a few ideas for a side

hustle that can add to your bottom line.

Keep your eyes and ears open (listen

to your customers!) for opportunities

this year to diversify your business and

make more money on every job site.

#7. Resolution

to fill the role as

a crucial cleaning

service in the

Covid-19 Age; but also

to do so truthfully as

customers express

their renewed desire

for cleanliness to stay.

Essentially, live and prosper as a

result of society’s newfound obsession

with cleanliness, but always tell the

truth in marketing the value of your

products and services in the fight

against about Covid-19.

As Mulberry PR recently advised,

the emergence of the novel coronavirus

has brought the cleaning industry

to the forefront of peoples’ minds.

Commercial facilities, transit systems,

and homeowners are cleaning more

frequently and thoroughly to protect

employees, patrons, and loved ones.

The extremely contagious coronavirus,

which causes COVID-19, has left

people searching for answers and best

practices for cleaning and infection

prevention.

While there are still many

unknowns surrounding the virus, one

thing is certain: cleaning will continue

to be viewed as essential for maintaining

health and safety. In this new

era, it will be increasingly important

for product manufacturers, distributors,

and building service contractors to

nurture relationships with customers

and prospects through truthful and

accurate marketing.

Mulberry PR says the evolution

taking place is that businesses have

moved from a view of cleanliness

from “good enough” to “must have”

and, as such, marketing in the cleaning

industry these days must be done

with a careful approach to messaging

stressing honesty moving forward.

Companies that implement marketing

best practices will be better positioned

to get their products and services

in the hands of frontline cleaning

professionals who are instrumental in

protecting the public.

Good Luck in

2021!

Have Your Best

Year Ever!

30 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021


www.WettSupply.com 651-340-7077 johnw@wettsupply.com

Pressure washer pumps and accessories

DIRECT SALES

W

Wett Supply

651-340-7077

A Nationwide Wholesaler

with 30+ Years Experience

If you are cleaning, distributing

or manufacturing, email or call

us today.

johnw@wettsupply.com 651-340-7077


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