Selling clean to people who get dirty

I like challenges. Especially the ones that make you think and act differently.

Impact Support Solutions is a family-run cleaning and janitorial supplier in Liverpool. They want to grow online sales of cleaning products. You might ask why I would care. What could be interesting about degreaser and blue roll?

The answer is simple. It’s not about what you sell. It’s about how you talk about it and how you show it.

One niche at a time.

Most supply shops look the same. A long catalogue, a search bar and a list of categories. It works if you already know what you want. It does nothing for someone who runs a busy workshop and has ten minutes between jobs.

So instead of one shop for everybody, we are building sectors. Each one shows the products and janitorial supplies a specific kind of business uses, in its own language. The first one is for garages and workshops.

What we built.

A site picker

Independent garage or MOT centre, body and paint shop, tyre and fast-fit centre, franchised dealership or fleet workshop. Pick one and everything below changes to match.

Four ready-made bundles

Starter, Workshop Essentials, Complete Supplies and Top up. From the first few essentials to the whole janitorial order, at live shop prices.

A bundle creator

Tell it how many bays and people you have and what you want covered. Quantities update as you go, and every line can be changed before it goes in the basket.

Products in the right order

We asked the team what garages actually buy most. Nitrile and gripper gloves, blue roll, bin bags, Dermex, hand towels. Those lead every list, followed by Impact’s own chemicals.

There’s no industry and no business that can’t be shown in an interesting and fresh way.

The campaign.

A page nobody sees doesn’t sell anything. So the launch goes everywhere the customer already is.

On the website it opens the homepage offers and the shop. On Instagram, LinkedIn and Google Business it shows the bundles and same-day collection from the Liverpool trade counter.

The photos are real. A working garage, real tools, real cars on the lifts. No stock images.

The community.

Ads reach people. A community already trusts each other. Impact sponsors two of the region’s car meets, Cars N Coffee Liverpool and Chester Cars and Coffee. The people who turn up build, fix and love cars, and plenty of them run garages and workshops of their own.

So the members get something nobody else does. Each group has its own discount, shared only inside the group and only for its members: 10% off orders over £100. It isn’t on the website, in the ads or anywhere public. It’s a thank you to the people who make those mornings happen.

• Cars N Coffee Liverpool, members only. 10% off orders over £100. Delivered in 1 to 2 working days, or collected the same day.
• Chester Cars and Coffee, members only. 10% off orders over £100. Delivered in 2 to 3 working days, or collected the same day in Liverpool.

Every group has its own code, so we can see exactly which community orders, how much and how often. That turns a sponsorship into something we can measure, not just a logo on a banner.

Measure, then adjust.

Everything runs through Well Done Suite. We track visits to the page, the bundle creator, enquiries and each discount code on its own. That tells us which channel and which community actually bring orders.

Then we adjust. Copy, the order of products, bundles, offers. Small changes every few weeks, based on what people do, not on what we guess.

What’s next.

Garages are the first sector. More will follow, each built the same way: real photos, the products that niche uses most and a campaign we can measure.

Got a product people call boring?

If you have a similar problem or need strategic support, get in touch and let’s build something together. I’m looking for businesses that want to work closely on building their brand, online and offline. Email hi@karoldebski.com or book a call.

What’s the most interesting campaign you’ve worked on lately?