[craigp]

Ian Gourley's comments on another post got me thinking.

I decided over a year ago  to completly stop offers, discounts and even advertising competitive rates as i didnt want to be competitve.

i noticed no adverse effect on my business, if anything i benifited from not lower prices for offers.

however i have just put some offers on a new leaflet, on the pholsophy 'prompt customer to act' ........ but i forgot i decided to stop using them,

i mean what other tradsmen use offers,

ever seen 'have one wall plastered get another done FREE'

also im sure the customer will think your making it up some were else anyway, why not just give a price and thats it?

im not saying im right, im open minded, interested in other people thoughts..

Craig

[heritagecleaning]

Well, offers are used the world over, especially in retail, so there must be something in that. If a customer perceives they are getting something cheaper than normal, or free, then arguably this does influence the buying decision.

The thing is, when you think about it, offers are not really genuine in 99% of cases. Everything is factored. Look at DFS - they might say 'Was £1200, now £399', but what they really want is you to give them £399 for that sofa.

However, the fact that they sell millions of sofas does show these 'offers' work. It's all in the mind.

[ianharper]

craigp

running two businesses, one that has big demand and one that does not.

last year we had call answering services and was paying them to tell prospects that we where fully booked.

carpet cleaning just is not high on peoples list. and with hard floors just makes things a little harder

offers give prospects that are thinking about our service the push they need to use us.

builders have a high demand for their services.

its about demand. and with carpet cleaning it events that drives demand. question your customers and you will find out there is a reason behind the clean. when people use my maid service its the demand on their time that gives the demand for that service.

plus i can tell you from experience that people don't value cleaners. they have no idea about the science behind it. and it because they think just because they can clean it has no real value.

offers give the feel good factor and hopeful buyer remorse, that's why from the outset i try and promote value its my USP.

one other point to back up my view is that if demand was high directories would give a much higher return on our investment. (More calls)

You can give value in the customers eye by giving things that don't cost lots of money. what would it cost just highlight clean a second area? in the customers eyes they have just got a half price deal.

think about your comment "also I'm sure the customer will think your making it up some were else anyway" your giving them something and not taking that's all they care about.

here is part of one off my sales letter that use in flyers sometimes that explains why

"We have done a deal with the main distributor in the UK and got the very lowest price possible so we can pass this on to you. Its such a great deal that we can give you it in these great introductory offers. The problem is that we have to buy so much and this product has a shelf life and must be applied within a time span.

By the way this product is an advancement over the old “brand” stain protectors, it uses revolutionary Nano technology. It’s the new generation and is far more advanced. In tests, provided the product is applied correctly on dirt & detergent-free surfaces, the protective coating is still existent even after more than 30 cleanings.

So now you can now see why we can bring you our 10 great introductory offers. Check out the card that came with this letter to see which will benefit you the most. (Sorry we can only offer one per home). "

I hope that explains my position on offers

Respect

Ian Harper

[Shaun_Ashmore]

Offer are there to make you buy NOW!

If you are quiet or it's a quieter time of year put out an offer to buy now, at Xmas when it is naturally busy make sure you don't do offers.

Shaun

[carpetguy]

Tend to agree with Shaun............. 
                                                                                                                                                         offers, discounts, specials are designed to generate volume sales, I'm afraid I don't subscribe to the " technical info " which I don't believe the general public are interested in................. 

 what they want to know, is simple................can you clean my carpets / suites to a high standard..................how long will it take to dry...................what will it cost.

Almost none of them question what you're using, or how powerful your machine is, but most want to know how long it will take to dry.

[Mike Halliday]

when in competition with other companies offers can give you an edge, I have 3 offers on my YP advert, I like to think my advert portrays my company as up market & professional but I still  use offers and it attracts good quality customers.

even with my special offers I'm still averaging £80ish an hour, offers make you earn more, not less.

Mike

[carpetguy]

C/C's are in competition, not only with other c/c's, but sellers of hard flooring, retailers of furniture, carpets, beds, etc , etc.

All of these are wanting our potential clients to buy something new, where as we want them to keep what they've got !!!!!

[matt jones]

This is a topic i thought alot about recently especially when it came to designing a new leaflet. My old leaflet was very basic and boring with no offers what so ever but brought in the work, my new is much better but because i was having alot printed i wanted it to be as open as poss and not so specific this way i can change or add as i wish by informing customers when they phone. For example my new leaflet says "phone now for this months offer" as its not specific i can change it or make it up as i go for instance if someone asks what my latest offer is i will tell them if they have 3 or more carpets cleaned they will save 10% or have a 3 piece suit and lounge carpet cleaned and save 10% this way i am bumping up my overall job value by getting them to spend more. Also i think because i am not telling people what my offer is on the leaflet that this will generate more inquiries as they will phone to find out (creating an interest) but must say i have put out a few new leaflets and so far no response so who knows?
matt

[ianharper]

hi matt

its always best to test any new idea out first with small runs before rolling out. and there is allways a danger that will want to add something like a new services. you don't want to get in the same position like with yellow pages where you only make changes periodically.

pink leaflets work muck cheaper in 100,000 run but i do 20,000 for the reason above.

good luck

respect

Ian Harper

[Ian Gourlay]

At the top of Craigs post he said he stoped using offers on his leaflets and still got the same response and higher prices.

He has gone out and aquired a truckmount since abandoninh this tactic, and become a straight talking  dealer.


What will be interesting if Craigs new leaflet with offers brings him in more bussiness

Mind you its not a fair test as its a diffrent syle leaflet
Now to the phones

[craigp]

thats the only reason im now trying the offers Ian as its part of the stratagey.

i think customers whom look for us, then theres no need for a offer, there going to use us either way.

customers we go out and get (leaflets) maybe an offer with a deadline can just push them over the edge to get there carpets cleaned before they might have normally had them cleaned.


so i think i'll leave them on my leaflet. but only use them on leaflets.

[davep]

Everyone likes to think they are getting a good deal, so when i price a job i get the figure i want in my head, then add 20% and give the quote to the custy, then i offer them a 20% discount for being local     That way i get my price and they get a 'deal'

[matt jones]

Hi ian, when i said a large amount i was only talking 10,000 lol which i know to you guys is nothing but before i was getting 2000 at a time but didn't work out cost affective as you can amagine.
Matt

[matt jones]

Hey davep, i like your idea mate very cheeky  I bet sometimes though when you do this the customer turns around to you and are like don't be stupid i can't accept a 20% discount so then you rake it in  .
Matt

[davep]

No, i wish someone would reject the offer!   

[jacko]

Everyone likes to think they are getting a good deal, so when i price a job i get the figure i want in my head, then add 20% and give the quote to the custy, then i offer them a 20% discount for being local     That way i get my price and they get a 'deal'

If you add 20% then minus 20% you will get less!
Example: you want £100 for job so add 20% = £120.
But £120 less 20% = £96!

[Shaun_Ashmore]

£4 off to get the job seems like good business if yu have no or little work, although it took a keen eye to find the mistake!

Well done Mervyn or should I say 'Mr.Brown'

Shaun

[carpetguy]

If you offer 10% off, your prospect will want to know, OFF WHAT ?

WOULDN'T YOU?

[Ian Gourlay]

Exactly

Most 50% off offers are a load of rubbish.

Customer would not have paid that price anyway and when you are selling it they do not think they are getting a bargain.

Im not refering to the stupidly low 50% offers in Carpet Cleaning


I think sherlock used to give Free Holidays with a suite clean

[ianharper]

guys

its dangerous to haggle on price its far better to add value to the job stick to your price and add something that has more value to the customer than you. for example free room

also if you are in front of a prospect it very unlikely that you need to do this as you will not be up against any other cleaners. anyway in my case i never am.

respect

ian harper