Remember when I talked about educating clients first before trying to sell them? Well, if you read my last post you probably will…
Anyways, in the book The Ultimate Sales Machine, Chet Holmes uses a carpet cleaning company that he consulted with to highlight the importance of this marketing tweak.
Let me explain what I did with a local carpet cleaning company I’ve been working with for the last several months. Head on over to www.a1carpetserviceia.com if you are in the Cedar Rapids, IA area and are looking for an experienced pro.
Using the framework set forth by Chet, I explained to the owner of this carpet cleaning company that he does have a market problem. He spoke of how business always seemed to slow down around the winter months. I asked him how he has tried to address this issue from year to year, but the one thing that was always consistent was his approach.
You see, he always tried to run a special in a local circular with a sale for his services. He has always tried to entice customers to “buy” from him by offering a discount on his services. Seems logical, right?
Well, it hasn’t worked in previous years. Why is that you might ask. Simple. He was using product data to promote his business and trying to gain the competitive edge on price alone. He needed to develop his own core story and use market data as his instrument of promotion.
By educating his existing customer base about the importance of regularly scheduled carpet cleaning (especially during the winter months when people are more likely to be inside), and the creation of 3 different cleaning packages, silver, gold and platinum, he was able to effectively sell those who were already sold on his services.
In the sales world, second money is much easier to get than first money. The owner was able to tap in to his existing client database and get nearly 50% of them to sign up for twice-a-year or three-times-a-year carpet cleaning. Imagine the impact of taking nearly half of your customer base from a purchase once every two to three years to purchasing two to three times per year!
How did he do it? Well, first he educated his customers about the key role that carpet actually plays in our homes (it acts like a filter). He presented the finding of the EPA in regards to carpet cleaning (see the chart below). Then, he used a promotion to entice his customers to sign up for one of his 3 cleaning packages. The greater the frequency of cleaning per year, the greater the discount the client was able to obtain.
Clients were happy because they were educated about the importance of keeping clean carpets, they were investing in the health of their loved ones and friends, and they got a discount from a reliable, reputable carpet cleaner to do the work.
Now that we know just how effective the marketing campaign actually was, it’s time to get his website updated to promote the three different cleaning packages.
It’s fun to see something fire on all cylinders that you helped implement for a local business owner. I know it wasn’t my original idea, but it still makes me feel good about the work that I do.
Take some advice from Chet and brainstorm ideas that you can do something similar for you business. The formula is actually surprisingly simple.
- Develop your “core story”
- Educate your customer by using market data
- Offer a promotion to encourage repeat business
These three simple steps can lead to great success.