Tru-Clean Inc.

The Company
Mike & Vladimir are both sales representatives at Tru-Clean Inc. This company is the
global leader in cleaning, sanitizing food safety, and infection prevention products and
services. True Clean Inc. delivers programs and services to food service, food and
beverage processing, health care and hospitality markets in more than 100 countries.
You work in the institutional business unit and are responsible for the food service
market – today you will try to get win one of the largest prospects in your territory, Bois
Canoe Restaurant.

The Customers: PETER OLIVER & MICHAEL BONACINI

Adam & Nigel own several restaurants in downtown Toronto. They are at Framboise
today. They own several other restaurants including Pepite, Bluet & Fraise. You have
done some site inspections and surveys and based on those and additional research
you believe that each of these 4 restaurants can purchase about $10,000 of your
product per month.
Adam & Nigel currently use Perfect Sanitation, a North American competitor. Perfect
Sanitation uses the strategy of winning the bathroom hygiene business and then
expanding to the kitchen of the restaurant. This may not have been a good move for
Adam & Nigel as they have 3 primary concerns - Product performance - the dishes are
not getting clean, and spotty dishes are unacceptable for fine dining. Second, bathroom
care and maintenance are good, but not kitchen operations. Thirdly, product service is
lacking. Prefect Sanitation was always present when they were trying to win the
business, but now never show up and seldom return service calls in a timely manner.

Adam & Nigel’s Needs

Mike & Vladimir have already completed inspections & surveys of the kitchen prior to
meeting Adam & Nigel. They have discovered the following areas of concern which they
can leverage as opportunities as Adam & Nigel may not have realized that there are
problems or potential problems.

 The floors are covered in grease by the fryer. They are slippery, and there are no
mats or protective coverings. (safety concern)
 There are limited drying racks. Dishes are stacked on each other, including
glasses. (hygiene)
 Food soil left on dishes was found by doing a Mikroklene test.
 Some of the dishes on racks are spotty and covered with soap residue.
 There are no safety devices or equipment such as eyewash stations and first-aid.
The Salespersons’ Objectives
This is your first meeting with Adam & Nigel, so you must try to build rapport. Also
based on the survey you feel that you understand the clients’ needs and you can
position yourself to win their business (potentially one restaurant at a time). You will
have to overcome the following objections from Adam & Nigel:

 We used Try-Clean at one of our restaurants a couple of years ago. The service
was terrible.
 We are sure that if we sign up with Tru-Clean, you will forget about us once we
commit to the change. What guarantee do we have with you that you will be
there when we need you?
 We heard that Tru-Clean uses more soap than necessary to inflate their sales
and rip off the customer.
 We cannot afford downtime. We are sure that switching over to Tru-Clean would
put the kitchen out of commission for too long. We cannot afford to shut down our
kitchen to make the change to Tru-Clean.

If you can overcome these objections, they may be willing to sign on today to try
your services.