I recently read a fascinating book by marketing expert Dan Kennedy that focused entirely on marketing to the affluent. Do you have wealthy homeowners in your area that you would like to sell your window cleaning services to? If so, then this post is for you. Among the many salient truths he distilled from his extensive research […]
This is so important.
I worked on an clients home ($8.2 million) yesterday. The h/o had to leave for the day and said to lock up when I’m done. Followed with “I TRUST YOU but not any other service guys” Really blessed me. I replied “thank you I really appreciate that” …
Best to you all.
Yup, for sure.
It is huge, so we need to pound it home in our marketing.
Excellent point Kevin! I can’t tell you how many times a homeowner asks me who will be doing the cleaning and when I reply that my wife and I work together you can see the relief in their eyes.
It’s really fun when they trust you with more than the work and their home. I now have a few customers that trust me with the price as well. They change up the work - add some gutter cleaning, blow off the roof, skip the garage windows, clean the carpets in the master bedroom, take apart and clean the decorative lighting outside - whatever. They don’t even ask about price anymore. They call with a big thank you. I run their credit card, stay in touch and they book again. How I wish all my customers were like this.
Yup, that is a sweet spot, for sure.
Now, how can you charge that card as much as possible without compromising the trust?
That’s the next golden ticket.
+1. I have some customers like that and it sure makes you feel good that people trust you like that. I strive to earn customers trust. I feel once they trust you then they will be a customer for life.
Maximize the relationship. I knew from the beginning with one such account that 1) the cleaner didn’t do such good work, 2) the owners generally don’t like having contractors around but, “We like seeing you. It’s no big deal having you around our house.” I think this means they like me, and they are willing to pay more for people they like. Can’t compromise quality, and some people can afford to buy both quality and time with people they like. In this economy, most will give up the friendly piece for quality, but not the other way round. 3) Helping them see legitimate needs that I can fill while making good money. 4) Not trying to do things I can’t do well, BUT referring only to other contractors that will provide a comparable experience. The formula then is, know me, like me, trust me + highest possible quality work.
Eric
