idreadnought said:
Customer will only pay a higher price if they believe they are getting value with it. Standard terms like were better, do a good job, have a good machine, satisfaction guarantee..... These terms don't seperate you from the other guy.
One of the marketing books I read said you need a USP, That is a unique selling position. What are you doing different?
If you market yourself the same and offer the same services as the companies charging less then you will have a hard time getting more money for your services.
There is actually money to be made with every pricing model in carpet cleaning. Look at greg Cole, he does very low price cleaning but makes a fortune out of volume. First step is to decide the kind of company you want to be and focus on attracting those type of customers.
Proud moment for me happened this week. Did an in home estimate for a customer. First thing she said was that she was having another well known highly perceived as professional company doing another estimate for her afterwards. I let her know that was a great decision for her, and that getting multiple in home estimates was a very smart.
I did my estimate and spent the time to explain our cleaning process and the the reasons carpets get dirty fast after cleaning. Then went on to say how we address those issues so the carpets will stay clean longer.
Got a call back from customer.... Our price was 219.00 and theirs was 160.00. Keep in mind this is the largest cleaning company in town, with multiple new trucks and a 50yo history. Well she wanted us because she believed she was going to get more value from us.
If you want higher prices then you have to give more to the customer. Or at least a perception of more. And this applies to all pricing structures of cleaning. If your a $25 a room guy then give a perception of more for that $25.
Lucky for us, we are one of the companies that is doing great, our numbers were up 35% last year. Profit was up in similar numbers.
Yep,
Your client WILL pay MORE and REPEAT more if you quite being a commodity and just one of 50-100 other cleaners in your town.
Why do you think Chem Dry uses those bubbles? It's not because they necessarily clean better. It's because their Bubbles set them apart. It's their USP (unique selling position)
Clients will overlook all the other companies to seek CD out to have those bubbles.
Wouldn't you like prospects to overlook all the other companies in your town and seek out your company?
Then get busy and be smart. Develop your own USP.
Think about it. It can be something new or something you are already doing.
Examples: Trust, Client reviews, Guarantee, Equipment, years of service, You don't rush the job, Whatever..................
The main thing is, if you don't do this your service is just a commodity.
In a prospects eyes your company is no longer different from all the rest , Leaving PRICE as the only determining factor for a client to choose your company.
Educate your prospects and clients as to your USP and reap the rewards.
Take price off the table!!
That's one reason why they keep me off the phones. 
