How do you “add value” to the customer without doing it for free? That’s the question we all face. It can be like walking a tightrope in a sense.
You need to separate your company from the rest of the pack yet do so in a way that doesn’t squeeze the purse strings. It doesn’t seem easy, but it really is! Need an example?
Consider the baker at the corner bakery who throws in an extra bread roll into a customers bag. That’s known as a “baker’s dozen”. In essence the baker is tossing you a freebie.
The real “secret” is that the baker is taking “credit” for it simply by the act of you seeing him do it. You notice the act, thank him THEN subconsciously file the memory in your brain as a “positive moment”.
This positive moment resurfaces in your brain every time you think of getting fresh rolls at the bakery. This leads you to then wind up going back to the same bakery each and every time you need something from a bakery.
Which is EXACTLY what the baker wanted!
If he tossed that extra roll into your bag when you weren’t looking he never would have been able to create that positive memory. Instead you would have viewed it as a mistake on his part. His loss and your gain, that’s it! So he wanted you to see it. It was no accident!
This technique can be used by just about any type of business. For the house cleaning business owner this may mean asking the customer if you can dust and wipe the baseboard behind the furniture in the living room.
They will certainly give you permission to do so! The act will take you but a moment or two yet create that same positive memory that the baker did by giving a free roll. There is no need to do it all the time, but every now and again is highly recommended.
To help drive this home I would also make a notation on the work order that makes mention of what was done for free. Simply create a line that reads “clean base boards behind furniture in living room. No Charge“.
Keep in mind that these little freebies can be just about anything. Perhaps cleaning behind the refrigerator in the kitchen, sweeping the porch or sidewalk out in front of their home. I even heard of someone firing up a leaf blower and blowing the driveway clean. Be creative!
For maximum effect you’ll want to do the freebie stuff AFTER you have already arrived at a price for the job. Don’t deprive the customer the satisfaction of getting a little extra service for no charge.
This concept of “giving extra but not doing it for free” is a powerful one you should make use of. It’s these little details that separate world-class operations from those of sub-standard ones. The real beauty to this method is that it’s extremely simple to make your company stand out from the rest in a crowded field of competitors.
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