Referrals
For example, say a window washing service gets a job scheduled for two weeks away. They can immediately put a flyer into each neighbor’s
mailbox, notifying them they will be at the Johnson’s on Thursday. Therefore, as long as they are in the neighborhood they can offer
immediate service and a 20% discount. And if more than four neighbors have the service done, this discount increases to 30%! Wouldn’t this
stimulate certain people to get the service done? Especially if they needed it and had no loyalty to another company – Absolutely!
Expanding Customer Purchases
Here is an example to illustrate the power of simply following up (I shared this story with you in the introductory tape). My wife and I have our
windows cleaned twice a year. Two years ago we had a guy that was great. When we went to call him, we could not find his card and our
receipt had been packed away. In fact, we have had seven different companies in 3 1/2 years! We have yet to find another company that is
nearly as thorough.
The critical distinction here is that as the customer, we would have benefited from him following up and would have hired him in blink of an eye.
And he could have also expanded our purchase pattern by offering to include a monthly “10 Minute Touch Up Service” for problem windows,
clean our gutters, clean the inside and outside of our sills and so on.
Package Synergistic Products/Services
A window cleaning business could offer quarterly service plus a monthly “10 minute Touch-Up” service for problem windows. The customer
would merely have to call the company to schedule a time. The company would schedule the touch-up when they were in the area or had no
other jobs.
For their customers that are fanatical about their windows, they would gladly pay the same rate as they would have paid for the four washings,
just for the convenience and the added touch up service.
However, for the more casual customer, who gets their window cleaned quarterly, they may prefer a discount for the four washings. Of course,
you could provide the touch up service for free if a neighbor referral produced just one new customer - essentially doubling your sales from
that customer.
Offer “Up to X hours or Visits per Year” for a discounted price. For the annual window-washing customer, they gained cleaner windows year
round, less hassle, and the elimination of having to find a company to do their windows every three months.
Window Washing Service