CETA Edge: Membership Benefits

by Diane Calabrese |Published February 2025

 

There’s always something to learn. Ask any business owner.

Yes, there are the regulations that flow from all levels of government, but that’s just the baseline.

Changes in technology and methods are always in the mix. And keeping pace with all of it is what enables a business to sustain itself and grow.

Regulations, technology, and methods are all part of the day-to-day focus of the Cleaning Equipment Trade Association [CETA]. There’s nothing like peer-to-peer communication— both colleagues and competitors—to give a boost to members of an industry.

CETA keeps its members informed and on the leading edge of the ever-moving curve. That’s a huge benefit to a busy distributor, supplier, or contractor.

Many things are better understood in retrospect. For those who played a sport in high school or college, the memories of the teamwork that won a highly competitive game can lift the spirit on a difficult day. It’s a reminder of the can-do attitude that sustains us when we confront an obstacle.

Members of CETA can get the same sort of reminder whenever they need it. Member-to-member communication—in person and in the digital world—allows a member with a difficult issue to get an assurance that someone else has “been there” (and resolved it).

Before we review some of the many specific benefits, let’s get to the candid appraisal of a long-time member of CETA. He is Al Bonifas, the former owner of All Spray and the recent recipient of a lifetime membership award in the association.

“It is hard to say which is more valuable about membership: the nuggets of information that helped my business be more successful—and in the end something of value to sell so that I could retire comfortably—or the relationships I have formed over the years,” says Bonifas.

When he first joined CETA, Bonifas explains that he did not have a real sense of how important the decision would be. “Little did I know how much I would enjoy and learn from all the people I met and the relationships I would develop over the years.”

Bonifas senses a similar reaction among the new members of the association he meets. “I have been fortunate enough to see quite a few new members, some of them already pretty successful in their own right, join CETA. And they were surprised at all the things we do and how well CETA represents and advocates for our industry.”

Move forward and meet expectations. It’s a balancing act.

“I feel that with everything going on in terms of regulations like CARB/SORE issues in California (which is spreading out to many states), the benchmarking, the tradeshow, the technical committee, the reimbursement for training, networking, and many other benefits, it’s almost hard not to be a member,” says Greg Sprunk, president of Superior Cleaning Equipment Inc. in Phoenix, AZ.

CARB, of course, is the California Air Resources Board, which often sets the standards that the federal Environmental Protection Agency (EPA) uses as a model. Yes, it’s ahead of EPA on the regulation curve.

SORE is the small off-road engine rule set by CARB, a rule that limits emissions and affects small engines in our industry. Anyone selling—new or used—in the Golden State must adhere to the rules. And, as Sprunk notes, other states are using CARB and SORE as models even in advance of EPA rules emerging.

The return on investment in CETA membership cannot be computed in dollars, but if it were, it would greatly exceed the cost of joining. Still, so much of what we gain in business and life cannot be measured in a quantitative way.

For instance, the advice a fellow member of the association offers on dealing with a problem may save countless hours. And those are hours that can be spent elsewhere, strengthening the business instead of struggling alone to identify a solution to the problem.

Peer-to-peer—just as on a sports team—is a valid and vigorous approach to learning. We may even learn what others do better than we do, and as we strive to emulate them, we do better.

“I would have to say that it’s not only the relationships I’ve developed that’s a benefit of membership–benchmarking my dealership against others and seeing where I’m at compared to other dealerships my size has helped me quite a bit,” says Sprunk. “I’m very competitive and always love learning and want to get better at what I do, and the benchmarking definitely helps me with that.”

Benchmarking is offered as part of membership. Members who participate submit data about financial and organizational structure (e.g., cost per sales employee), which is analyzed by an outside party. Companies participating are not identified. A participating company receives a profile that indicates how it performs in comparison to its competitors.

For instance, does company A have more sales per sales representative than company B? The results from benchmarking can be used to optimally structure approaches to sales.

As for return on investment, membership is a sterling example of it. “Joining CETA is a smart investment for anyone in the cleaning equipment industry,” says Karl Loeffelholz, distributor division manager at Mi-T-M Corporation in Peosta, IA.

“One of the standout opportunities is networking at the annual PowerClean convention,” says Loeffelholz. “This premier event brings manufacturers, suppliers, and dealers together in one place.”

By gathering under one roof, members of the industry can “discuss best business practices, build relationships, and explore the latest equipment innovations,” explains Loeffelholz. He also cites the importance of the benchmarking program, which builds efficiency for distributors and fortifies the industry.

CETA keeps growing alongside the industry. Thus, programs emerge to meet new needs. The new grant program supports employee training and development.

Loeffelholz explains that the association is committed to staying ahead of regulations. “Ensuring you’re equipped to navigate industry changes seamlessly” is an integral part of CETA’s mission.

Members join for many reasons. But as they participate in the association, they come to realize the immense power they have as a group. The synergy realized through membership is “an essential tool for growth and success of our industry,” says Loeffelholz.

Aiming to exhibit its full lineup of commercial and industrial pressure washers to the industry, Loeffelholz’s company first joined CETA. “Membership provided an invaluable platform to showcase our products, build awareness of our brand among dealers, and expand or reach in the market.”

Joining was an excellent decision. “By connecting with key industry players through CETA, we were able to strengthen relationships, gain insights into industry trends, and align our offerings with market trends,” explains Loeffelholz.

“Being part of CETA allowed us to network with distributors and end users while contributing to the broader professional community,” says Loeffelholz “It has proven to be a vital resource for growing our presence and staying competitive in the ever-evolving cleaning equipment industry.”

Collaboration and connection are fuels that power industries. CETA affords both, especially at the annual meeting and tradeshow.

“PowerClean gives us the chance to connect face-to-face with industry peers, showcase our equipment, and share who we are and why partnering with us makes sense,” says Loeffelholz.

Other companies can take advantage of the same essential links and should do so.