- THE MAGAZINE
The trick to being the highest-priced company in town and having plenty of business is getting customers to fall in love with your services. An ecstatic customer wants to give you money and does not let price stand in the way.
The trick to being the highest-priced company in town and having plenty of business is getting customers to fall in love with your services. An ecstatic customer wants to give you money and does not let price stand in the way. They love to refer you and tell all their friends about how wonderful you are.
Last week I went to two different stores to buy a suit. First I went to a store that had a “buy one, get three free” offer. What a deal, I thought so I went there first.
I walked in, searched around for a salesperson for a minute and finally found one. I told her that I wanted the “buy one get three free” deal. She asked me my size and took me over to the five suits that were my size. Not much of a selection. She then disappeared and I took one suit off the rack to discover that the price was $395 and the suit was a piece of junk. I immediately walked out the door.
Then I went over to the other store, which I am happy to mention was the Men’s Warehouse. What a different situation.
As soon as I walked in, I was greeted by a very friendly lady who asked me my name and told me her’s was Gladys. She then asked if she could take my measurements, which she did. She then walked me over to Jonathan and said that he could take care of me.
Jonathan was most pleasant, extremely knowledgeable and directly pulled out two suits my size that I loved. This store’s sale was buy one suit get one free. Jonathan gave me some very stylish shoes to wear because they were having a tailor measure my pants length.
While I was getting the pants measured, Jonathan was picking out four shirts and four ties that went with the two suits. When the tailor finished with me, Jonathan asked if he could show me some other items at no obligation whatsoever. I said sure and he positioned the shirts within the suit jackets so that I could see how well they went together.
I was impressed and amazed and thoroughly enjoying the whole experience. In the end, I bought the two suits, the shoes, four shirts and three ties, a pair of suspenders and three silk shirts and pants that they had on sale. My total bill came to over $900 and I loved it.
I told them how I was impressed with their whole presentation and that they now had a lifelong client who was going to tell all his friends. When I called my wife and, bless her heart, she didn’t mind me spending that amount, I realized that I now had a story to tell my staff concerning how to do business.
I am happy to say that in telling my staff this story, I was reiterating that our company gives the same great service and that is why we are so successful. We are the highest price in town and many times I have heard clients say, “Boy, your prices are high but we would not think of using anyone else.”
In the carpet cleaning world a few simple things will stand you out from the crowd.
- Always give a follow-up call a day or two after the job. Clients are 90% more likely to refer you if you do this one simple step. Thank you letters and monthly newsletters or postcards are essential for running an upscale carpet cleaning business.
- Even if it is not your fault, graciously offer to go back out to fix any problem. Makes some lemonade out of that lemon and kill ‘em with kindness, they will love you for it.
- Don’t hesitate to offer up-grades (up-sales), otherwise you are not giving good service. I needed those shirts and ties and shoes and if Jonathan had not offered them to me, I would have walked out without taking care of my needs. Jonathan knew more than I did about what I needed and you need to make sure that your technicians and sales people think the same way. Not offering up-grades is not giving good service. Naturally, it must be done in a professional manner and not pushy.
- Look professional and act that way. Which store mentioned above do you think had the best dressed employees. You bet Jonathan looked sharp. Your techs and salespeople must be dressed to look like they offer the best service at the highest prices. Proper language is vital, too, as you want to speak the language of success. We never have problems, we have challenges.
Additionally, vans are cleaned every day and offices are clean and classy, looking like a lawyer’s office. Oh yes, don’t forget, with very,very few exceptions, the customer is always right.
- Get involved in the community in which you live. Join the local Chamber of Commerce, Better Business Bureau, Realtor Association, Junior League and other community organizations and be an active member. Over time people will get to know you and appreciate you for what you do for others. Of course, they are a great way to network, make friends and generate business. Become known as a class act that always is positive and kind and makes people glad to be around you.
- Be THE LEADER in your industry in your community. When people have a tough cleaning situation or question, you want to be the person they think of calling. This is accomplished by getting the essential credentials for your business. In the carpet cleaning business that means IICRC certifications in all areas and becoming a Master Cleaning or Restoration Technician. Your advertising and print material ought to reflect the fact that you are the best.
- Have a website that looks like a million bucks. The web is so vital these days to business and it is a reflection of what your image is all about. Don’t short change this necessary part of your business. Your advertising and print material ought to reflect the fact that you are the best. Newletters and flyers on glossy paper with lots of color ought to be the norm and when people look at your information, they must be thinking, “These guys are first class.” Your technicians ought to be handing the clients professional looking booklets filled with great information when they begin their presentations at the beginning of the job.
A satisfied customer is likely to tell three people about your service, while an unhappy customer will tell as many as 20. I know that I will probably personally tell about twenty people about my great experience at the Men’s Warehouse and now with this article, the news will get out to thousands.
It just goes without saying that giving exceptional service goes a long way towards making a company exceptionally successful!