SaniWorks Ltd.
The little guys.
Sani-Works Ltd. may have grown into a multi-million dollar supplier, but the company bases its success on thinking small and understanding that customers expect more than a product and cheap price.

In 1995 Tim Bolger and Ben Bromley were working for a janitorial, food service company in Calgary. They realized that a different approach to the cleaning and hygiene market was required to service a market segment that was being ignored by the bigger suppliers in the marketplace. In a time when mergers and acquisitions were the norm, it seemed like each and every day another company was being bought or merged into a larger organization.

“At the time, friends and associates thought we were crazy, going into the market as a small, new company when the trend was to large companies,” said Sani-Works President, Tim Bolger. “We believed we could offer our customers a different, personalized service company selling value and service. Being small was our advantage not disadvantage. Doing the opposite to what the marketplace was doing, we saw as a plus.”

In the beginning product was sold during the day, and orders were pulled and invoicing was completed at night. This was the basis for the service Sani-Works offers today.

“We get the job done,” Bolger said. “Meeting our customers’ expectations is the goal.”
 
According to Bolger, the industry is constantly changing. Changes in supply chains, competitive services and products from non-traditional competitors and customers who understand the business better than ever before make the challenges of offering services tougher than ever before. Add to the mix, the industry move to Green products and there are a whole new set of challenges to be faced by salespeople and customers.

“We don’t sell products, we sell solutions to problems,” Bolger said. “Salespeople who go to customers and try to sell a product based on the merits of that product will have limited success. Understanding your customers’ needs first is the only way to sell a system approach that includes products. You will be different than your competitor if you ask questions. If you cannot determine a problem that is real to your customer you will not be able to service that customer. “

One important part of Sani-Works’ success is its ability to maintain long-term employees. Consistency is an important factor in building relationships with customers and suppliers. Often when customers call the company’s order desk, they ask for service individual by name to take their orders. This shows a real relationship with the customer.

“Our salespeople are important, but the inside staff and delivery drivers are just as important to the successful delivery of quality service,” Bolger said. “A salesperson can do the greatest job selling his client, but if the client phones your office and someone is inconsiderate or the driver delivering his order does not do his job correctly, you open the door to lose that customer.

Sani-Works also feels that it is important that all customers have a channel to the company’s management if they have issues. This allows management to respond to situations prior to small concerns becoming account-losing issues. According to Bolger, “I believe that we do not lose customers, we simply do not do our jobs”

Another very important factor to the company’s success is its suppliers. Sani-Works Ltd. has maintained relationships with the majority of its suppliers for the 12 years it has been in business. Although some changes are necessary to ensure the company remains competitive, relationships with suppliers gives customers price and service advantages.  Associations industry groups such as the CSSA, ISSA and Prolink Canada has also been a tremendous advantage for a small company, such as SaniWorks to stay involved in the changes taking place within the marketplace and across the country.

In January 2007, SaniWorks purchased a competitor in the Red Deer, Alta., marketplace,  expanding its service area. The company is excited about the addition of several good people and the additional customer base. The company has future plans of continuing expansion into the Edmonton area.

“We are excited about the future of our industry and our company being able to adjust and move forward in a dynamic challenging industry,” Bolger said. “I couldn’t imagine doing anything else.”

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