So how do you get them to pay you $5 to $10
dollars per square foot? You ask them. Now a
word of caution; customers are like dogs. Did
you ever notice how a dog will sense fear?
Somehow they know and they react. But if you
are confident they behave. Well if you think $3
a square is big bucks and anything on top of that
is insane your customer will sense your lack of
confidence and rip you to shreds. My rule is;
the less you know the more the customer tells
you, the more you know the more the customer
will listen and ask you. If you give the people
choices about 1 in 4 will take the most expensive
and 1 will cheap out and half take the middle
choice. Since you get to set the prices and the
recommendations, that ratio can really work to
your benefit.
Being the most expensive guy in the area is not
a bad thing it is a good thing. One of our stars in
RugLover Marketing ran into a serious problem
because of our coaching; too much business. I
told him he had 3 choices, hire some help, get
time saving equipment, or raise his prices. So
he took my advice and raised his prices a dollar
a foot on everything across the board. But my
advice fell flat: he was the most expensive guy
and then he raised his prices and instead of less
business he got a big increase in sales. HIGHER
PRICES BROUGHT MORE BUSINES NOT
LESS and if that sounds like bullshit get a hold
of Anthony Belmonte at Naples Rug Washing in
Naples Florida and ask him.
Next Month Part two: Dropping Acid
and Beating the Piss Out of Rugs
Barry O’Connell is a Consultant who splits his
time between Kabul Afghanistan and Washington
DC. When not dealing with Governments and
big business Barry is a Business and Marketing
Coach with Dusty Roberts in the RugLover
Marketing program.
FRESH SCENT
W
NE
“ IT WORKS WONDERS ON ODOR!
Odorcide works. We’ve been using it for six years on all types of material.
This is one of only a handful of cleaning agents in our industry that I
give two thumbs up! You really should try it out.
”
- John Braun
Premium Carpet Care, Pensacola, FL
TO REQUEST A SAMPLE
Please contact us by phone, email or visit our website
10
888.873.3442
mikeh @ thornell.com
odorcide.com