Throughout the year, the ICS Online (www.icsmag.com) Bulletin Board provides a forum for cleaning and restoration professionals to ask and answer questions and exchange ideas that lead to ways to help all of us succeed in business. Here is one such idea.

In general, price only becomes a factor in the customer's decision-making process in the absence of a real or perceived difference in a product or service. After all, why would anyone pay more for something that is "the same thing" as what the guy down the block is offering for less?

You should be happy that your customer asked this question, as they are asking you to educate/inform them on why you are worth more than your competitor. This should not be considered rude or that your prospect is "cheap" and you should not answer in a flippant way. You should thank them for the opportunity to let them know exactly why they should use your services.

With all the ‘bait and switchers' and less-than-quality operators that have created a bad image in the minds of many consumers toward carpet cleaners in general, be glad to have this chance to let your customer/prospect know that you are not the "same" and that you will provide them with a quality service.

Every carpet cleaner (whether a one-truck owner/operator or a large, multi-truck operation) should be prepared to answer this welcome question with a well-thought-out response. If you haven't already done so, please write a USP, a "Unique Selling Position" for your company. This is a statement of what makes you different and, of course, worth more than your competition.

Absent this, you may be perceived as the "same" as everyone else, and why would anyone pay more for that?

When a potential customer tells you, "Well Joe Blow will do it for this much; why are you so much more?" he or she is asking you a buying question. They are looking for you to sell them. Your salesmanship is necessary to inform the customer why you are better.

If you are already a participant on our Bulletin Board, thank you! If you are not, you will find a World-Wide-Webful of professionals like yourself dealing with all the issues involved in running a carpet cleaning and restoration business. We welcome you and hope you find both ICS Online and ICS Cleaning Specialist magazine helpful to you in your business.