Smile Marketing in the JanSan Industry

Smile marketing ... it's good for business! We’ve preached it for years … stand out from the big boxes by taking advantage of your competitive edge. One of the most significant competitive edges that independent distributors have over big boxes is their experienced, friendly staff who can provide expertise in any area of cleaning and maintenance.

Every website we build for JanSan distributors utilizes the opportunity to reach out to visitors in a personal and meaningful way. We view the “about us” page in particular as the vital first step to engaging website visitors and involving them with you and your business. People buy from people they know, like and trust.

Seeing smiling pictures of your staff is the equivalent in our high tech society of opening your door, reaching out your hand, and personally greeting your customers to make them feel at ease.

This last spring, we were pleased to see that American Express published an article that has come up with terminology to explain this approach. They call it “Smile Marketing.”

A person’s smile is “the symbol that was rated with the highest positive emotional content.” There are some physiological factors that explain why smiles create such positive feelings. When the smile muscles in the face contract, there is a feedback loop that goes directly to the brain, reinforcing the feeling of joy that even transcends the elation created when eating chocolate.

Consider the number of ways that your sales staff can implement Smile Marketing. Of course, nothing replaces the in-person smile and handshake. It is perhaps the most simple and effective action to make customers instantly feel comfortable or diffuse their anger.

Discuss with your customer service reps the importance of smiling when they are on the phone with customers. Studies show that your voice tone actually changes if you are smiling, making it more inviting to the callers.

Think about the power of a smile in the sales process. Sales reps who smile display an air of confidence about the product and caring about the customer. It is easy for the customer to feel connected, as when someone smiles, there is a pretty good chance that the other person is smiling back.

Smiles advance the process of engaging customers and connecting them to you and your business. After all, customers want to buy from a business where people seem happy, confident in their product, and ready to satisfy the customer. People do buy from people they know, like and trust.

Keep smiling! It’s good for business.

> Read the full article “The Science Behind Smile Marketing”

> Real vs. Fake smiles … can we tell the difference?

JanSan Distributor Monthly Marketing Program Launched

Turn-Key Monthly JanSan Marketing launches our JanSan Distributor Monthly Marketing Program!

It is an easy, affordable, automatic way for janitorial supply distributors to stay in front of customers and prospects with both electronic and physical marketing materials.

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Do You Have A Phantom JanSan Website?


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When visitors land on your website’s home page, they should feel like they are being welcomed through the front door of your business.  Once people have crossed the website-door threshold, you want them to wander through your site, much like … Continue reading

Keyword Reality in JanSan Marketing

Keywords in JanSan MarketingI’m sure you’ve heard it at least once a day … you have to use the “latest and greatest” SEO strategies to “get found” in searches so you can increase your sales.

If you are not implementing 152 different online strategies, you will soon be lost forever on the internet and no one will find you or know about the greatness of your company.  Your business will perish because you didn’t use the right keywords in the right way.

So, you either fret into the wee hours of the morning,  hire a SEO firm to handle it for you, or try to learn anything and everything about SEO implementation and try to do it yourself.

We recently had a client in a good-sized market who had those worries.  The company’s website had been built with google analytics, so we were able to take a good look at some meaningful statistics. We evaluated the traffic to the site, where it was coming from, the keywords that were used by visitors to find the site, and the user experience once the visitors landed on the page.

The audit results?  Of the keywords that were recorded for how visitors found the website, 99.8% were some form of the company name in their searches.  That’s right.  Visitors had some form of the company name they used to find the company’s website … not the keywords that had been heavily saturated on each web page.

Is that to say that keywords are irrelevant in JanSan marketing?  No, not by any means. But what our experience tells us is there are other elements that are important to being successful in marketing to prospects that should not be overlooked in a fervor to use every possible keyword on your website pages.

Want to know more about successful JanSan marketing?  We’d love to share our case studies … give us a call today at 630-922-1125!

Janitorial Supply Website Deadly Sin #3: Limp-Wristed Cyber-Handshakes

People buy from people they know, like and trust…especially in the janitorial supply industry. In our world of connecting via mouse clicks and keyboard strJanitorial website handshakeokes, it is imperative that you maximize the electronic conduit to meet, impress, and connect with your prospects in a meaningful way.

Are you unknowingly committing the deadly sin of the “Limp-Wristed Cyber-Handshake” on your janitorial website? In our evaluation of several hundred janitorial supply websites, we found a majority of them were committing this deadly sin in one way or another.

You can begin to avoid this website deadly sin by posting on your website smiling photos of you and your staff, as well as your warehouse, loading dock, and fleet.  The more pictures portraying you and your company as real people, the better. Add a few blurbs about who they are, what they like about their jobs, and their favorite interests.

This technique not only sets you apart from the big boxes, but enables you to virtually open your front door to website visitors, invite them in, and pour them a hot cup of coffee at your breakroom table.

A word of caution …we’ve seen websites that heavily rely upon stock photography.  As great as stock photos can be in certain situations, relying solely on stock photos can give an impression of your business being a “cookie-cutter” or artificial … much like model homes posing as a real family home.  You cannot fully connect with people using pictures that are not authentic.

When you take photos for your website, try to avoid the “mug shot” look.  Position people at desks or counters, smiling at either the camera or with customers, and looking friendly.  Other photos can be of your delivery trucks, warehouse pictures, training session photos, or various shots of your showroom and the products on display.

At, we specialize in building affordable, effective janitorial supply websites … without committing any deadly website sin.  Whether you need a complete website “re-boot” or a re-fresh on a few pages, we have a package to meet your needs.

Janitorial Supply Websites: Where’s the Beef?

Where's The Beef

Check out this iconic 1984 commercial

In the iconic 1984 commercial for Wendy’s hamburgers , three elderly women were contemplating the size of the hamburger bun versus the size of the hamburger.  This short :30 commercial catapulted feisty Clara Peller into stardom with just three words … “Where’s the Beef?”

We’re not talking hamburgers, here.  We’re talking websites in the janitorial and maintenance supply industry.  However the concept is quite similar in delivering the “beef” to capture prospects and convert them into customers.  Just as Clara Peller continued to patronize Wendy’s in additional commercials, your website is the primary vehicle to initially grab attention, impress prospects, and set you apart from your competition.

What is the main reason people use the internet?  They are looking for “the beef” … information that will answer a question or solve a problem.  As explained in Google’s “Zero Moment of Truth” model, people use search engines to research, visit websites, and make their preliminary purchase decisions.

Many believe that landing on page one of a search is the way to generate business.  Although having your website listing on the first page of a Google search is ideal, studies show people typically visit between 5-10 websites before making a decision. If you are listed several times on page one, it’s probable that visiting your site once will be adequate for searchers, and subsequent visits will result in quick clicks off the site.

Therefore, it is crucial that your website is impressive and delivers the beef in the first visit.

The initial split-second impression conveyed through your website is tied to the graphic layout and “eye-appeal.”  Is your home page attractive and inviting?  Does it immediately convey you have valuable information and expertise?  Will visitors automatically understand you are in the janitorial and maintenance supply industry? Are you professional-looking?

Past the initial looks, the real selling point of your business is the “beef” on your website.  And it needs to be prime beef, not choice or select.  And lots of it.

Do you have a full listing of all your manufacturers, descriptions, links to their websites, and links to MSDS sheets? Are you connecting on a personal level with your content?  Are there pictures of your employees with an invitation to contact the significant officers directly? People buy from people they know, like, and trust.  It starts with the introduction made via your website.

Is there a resource page that is updated regularly with timely industry information? What about a blog with regular postings of success stories of how you met customers’ needs or new products in your line?  E-Newsletters do “double-duty” these days as they connect with customers and can be re-purposed for website content.

We have evaluated hundreds of janitorial  distributor websites, and find that many are lacking the “beef.”  For that matter, there are many manufacturer websites that are also lacking content.

Many websites in the janitorial industry remind us of the Wendy’s commercial with the “big buns” … lots of fluff and maybe a small pickle.  Without the beef, these businesses are missing the online opportunity to differentiate themselves from the big-box, order-only competitors.

We offer several difference marketing services that bring the beef to your website and drive traffic to your e-commerce pages. Whether you need a complete website “re-boot” or a “re-fresh” on a few pages, we have a package to meet your needs.

JanSan Websites: 99% Small Biz Owners Trust Search Engines to Find Suppliers Online

How important is your JanSan website?  According to a study commissioned by Google,  99% of small business owners report they find search engines to be the most effective tool for finding suppliers.

With that though in mind, we took a random survey of janitorial supply distributor websites.  We found that a surprising 25% of JanSan distributors had no website presence. 

Websites have now become a significant sales tool for B2B companies.  If 99% of small business owners say search engines are the most effective tool for finding suppliers and you don’t have a website (and an adequate Google ranking), you are missing a significant sales opportunity.

Your Jan San website provides the opportunity to quickly convey your company’s janitorial and maintenance expertise, your philosophy on customer service, and connect with prospects on several levels.

As an example, do you have photos of your key officers and staff?  Is there an image of your storefront?  People buy from people they know, like and trust.

The overall look, feel, and most importantly, the content of your website communicates who you are and begins to connect and cultivate a relationship with prospects.

On that note, we found in our random survey, that another 20% of JanSan distributor websites had either a very dated look or the site was basically an “order only” portal with little to no content about the organization, the expertise, or an attractive overview of the offerings. offers a complementary audit of your online presence, including a top-line evaluation of your search engine optimization.

Call us for more information, or email

Google’s ZMOT in JanSan Website Marketing: What It Is & Why You Should Care

The Jan/San sales cycle, as we knew it just a few years ago, has been changed forever. The main reason: the internet.

In a few mouse clicks, there is a wealth of information available to the janitorial supplies purchaser, such as product information, company reviews, and item pricing, to name a few.  Prospects can quickly evaluate any number of providers and products to solve their problems in minutes … sometimes seconds.

Purchasers’ proactive search for information has been identified by Google’s marketing gurus as the “Zero Moment of Truth” or ZMOT.

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