How to know when your prices are high enough

[GRHeacock]

I never got into stone and wood, but specialized in upholstery cleaning, until I had it pretty much down to a science, and could do it quickly and for a top price.

How to know when your prices are high enough? When the customer says- "Too Much". Until then, raise your prices.

My minimum was $150 for an average sofa of synthetic material. Plus extra for arm covers, head covers and bolster cushions.

For cotton, leather, linen, any unusual material $175 and up. For silk, $300 and up.

With a dry technology tool, you can clean pretty much any fabric without problems, especially using Bi-O-Kleen products, which are neutral pH.

OK, for upholstery- customer says- "How Much?" You say $150.00 (Or whatever figure you decide on.) Customer says- "Too Much!" You say- "That includes protector".

If she says OK to your price, then ADD protector!!

She says yes, or no.

If she says no, drop the price $10.00 WITHOUT protector. Then she says yes.

Gary

 

[breathe72]

How many customers / homeowners just blurt out "yes" when we do this, feeling like they are taking the path of least resistance, and then next year say to themselves "that was just too much" and look up another cleaner who will give a better value with the same results?

I wonder.

I'm not trying to bust anyones bubble, but consider that we negotiate and give quotes all day long on this stuff, whereas the custy only does it once or twice a year: we have the obvious advantage and its usually in hindsight that the custy realizes that we took full advantage of that advantage (and trust me they will figure it out) and THATS where we can only hope we made a positive connection with that customer; positive enough to where they are happy to pay 175 dollars to have their 400 dollar sofa cleaned, and not resentful.

Of course, its all relative I guess.

If we were in Santa Barbara, California maybe.....

 

[hogjowl]

Just keep raising your prices until you can post over on ICS with Rampage.

Then they'll be just right.

 

[Royal Man]

WE have a ad in our paper today,

Sofa and chair $55.00


Or they will clean 1 room for $25.00

 

[Farenheit251]

Dave, What kind of response are you getting from the ad?

 

[Jimbo]

Gary's customers never wanted lowest price...they wanted HIM!

I went to one of Gary's training classes where he offered the same pricing advice...'How many would like to be able to charge $150 for a sofa?' everyone's hand went up...then he shared the aforementioned advice...and what do you know...it worked!

 

[GRHeacock]

Thanks for the kind words, Jim!!

It took me a long time to figure it out, too- I was not born with this information, but over the years, I DID figure it out.

"Go where the money is" is good advice- whether you are a bank robber, or a carpet cleaner.

Chasing the lowest amount in order to "Make it up on volume" is not a good idea.

As I see it, it is better to do one high priced job a day than to do 10 low priced jobs for the same amount of money. And, yes, I have been there, and done that.

Gary

 

[John Watson]

This is another reason my Chapska (hat) is raised for Mr Heacock. It is through information like this that we better our self and it separates us for the loballers who try to high pressure sell once started.

I have used Gary's technique for years and remember he has been retired for almost 5 years so prices are higher today!!!!

Breath72- Most of our clients have their upholstery cleaned every 3-7 years not once or twice per year like carpet. and we have a few $500.00-600.00 sofas that we clean for $300 which includes the protector on a regular basis.

Again Great post Gary!!!!

 

[Jack May]

Hey Gary,

my 'fear' of that reasoning is what if two of your customers talk, or one of them tell a good referral about getting cleaning and protection for the $150 then you rock up and tell her $150 + protector?

Now is this a 2 seater sofa or are we talking about a 5 seater set of lounge suiting?

I'm at $35/seat for 4 or more seats then that much again for protection as a general guide. If it's all sewn in, no loose cushions then maybe $30/seat but leather and speciality jumps to $50/seat or more. Again, style and condition will dictate any variance from those prices. eg fire/soot damaged will basically double outright.

John

 

[RichardnTn]

$150 is what my customers pay for a living room suite around here.....used that is..... $300-400 new couches...Richard R

 

[Mikey P]

I am right with Gary and his thoughts and his prices.


He may be a hack with a Makita but he is too hip to know it.