Residential carpet cleaning is both an emotional and impulsive decision. These emotions can be an asset or a liability to you as a carpet cleaner. The choice is yours! For example, consider making your prospect’s ‘sense of urgency’ into a big “differentiation” with a whole new ‘marketing tag line’!
Promote the phrase “Need it done today? Call us now.”
Include this tag line on your web site and all your mass market advertising. This “I gotta have it done today” philosophy targets impulse buyers. (Which any more is like… EVERYONE!)
Even better, an ‘urgent buyer’ won’t be focused on a low price! Some of my best Cheerleaders came from our ‘same day’ clients. You’ll find these grateful customers will rave about you online!
NOTE: Obviously, if you are going to advertise ‘Same Day Service’ option’ you need to have the production capacity to work people in. We always kept an extra truck free at the office with a ‘utility tech’ doing rugs, plant work, repairs and maintenance, etc. When ‘same day calls’ come in our technician would be off and running! (And if everyone else was booked solid it was my time to ‘play down in the trenches’!)
Some may say I was sending the wrong message as in “We’re desperate for work.” I disagree. I think that by advertising this “Need it done today?” feature/benefit you are showing you are a large enough company to be flexible with people’s needs. (And once again, when people are under pressure the good old “I’m just checking around on carpet cleaning prices” objection goes out the window!)
Don’t like the ““Need it done today? Call us now.” Then promote “Same Day Service Available”. Put this marketing tag line on all your service vehicles. After all, you don’t get much more impulsive than the sight of a carpet cleaning van working away on your neighbor’s carpets!
Steve
P.S. This QuickTIP well illustrates that the quality of your work is NOT the most important factor when keeping your cleaning operation above water. Unless you market your services efficiently the best equipment and technical skills won’t save you. So CLICK HERE for an entire section on how to attract more customers and boost your bottom-line.