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End the Pricing War
With Value-Added Services
When the Customer Perceives No Additional Value
They Will Buy on the Lowest Price
We have only a small opportunity to convince customers that we are different,
that we will in fact take care of their needs. Therefore, we must pay strict
attention to the customer’s feelings in order to provide added value and get the
higher price. We need to show care and concern for them and their problems. We
need to really listen to what they are saying so that we can understand what is
really important to them.
We must be able to
convince the customer that they get so much more when they have their carpet
cleaned by your company. Think about all the ways the customer will benefit when
they deal with you. Here are just a few examples:
* They receive the benefit of___years of experience and expertise
* They get a company that is fully insured for their protection, including
Workers’ Comp. Coverage
* You have an unblemished record with the BBB with regards to your customers
* They get a 100% RISK FREE guarantee that says "if they are not satisfied, they
do not pay." The risk is on us.
* They get an 8 step cleaning process - the most complete in the industry. We
don’t remove just some of the dirt, we remove all of it!
* We vacuum the carpet and dust the baseboards
* They get our free carpet mat or bottle of spot remover
* They get a "preferred customer card" which entitles them to a "special
discount" each time they call
* They get a life-time carpet consultant, someone they can count on to answer
any questions about carpeting, carpet cleaning or even purchasing carpet. If we
don’t have the answer, we’ll find out from one of our many carpet sources
* They get guaranteed on-time appointments
Remember. People buy value or what they perceive as value. Most customers know
that cheap prices lead to inferior work and that leads to unhappy customers.
Give them the value they
want and you will have a lifetime customer, who will also be a great source for
referrals.
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