Desperate carpet cleaner or smart niche marketer?

Frequently 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, one SFS Training attendee recently shared how they made customers ‘sense of urgency’ into a big “differentiation” with a whole new ‘marketing tag line’!

One of our best marketing ploys has been to promote the phrase “Need it done today?  Call us now.”

We include this tag line on our web site and all of our mass market advertising. This “I gotta have it done today” philosophy targets impulse buyers. Even better, price becomes much less of a factor in the buying decision.  Plus some of our best Cheerleaders come from our ‘same day’ clients since these grateful customers rave about us 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 keep an extra truck unbooked at the office with a ‘utility tech’ doing rugs, plant work, repairs and maintenance, etc.  When ‘same day calls’ come in our technician is off and running!

An interesting approach.  On the one hand, some may say you are sending the wrong message as in “We’re desperate for work.”  But 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 of course when people are under pressure the good old “I’m just checking around on carpet cleaning prices” objection goes out the window!)

Another way to say the same thing would be “Same Day Service Available.” I would also place 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 an entire section on how to attract more customers and boost your bottom-line.

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