Marsh states that as a business owner, it makes sense to want customers who spend more on services than you do. It is natural to assume that everyone thinks the same way we do. We relate most easily to similarly-minded people.
He notes that quality consumers find their service providers primarily through referrals from other satisfied customers. They check with their friends, interior designers, home furnishings retailers and people they know from groups in which they belong.
Marsh adds that instead of looking for consumers in need of a carpet cleaner, change your focus to finding consumers who want a more professional service.
According to Marsh, if your marketing message is that you provide the most service for the least money, you frighten off the consumers willing to pay for quality.
Steve Marsh is the creator of the Be Competition Free Marketing Program. He is a 30-year veteran of the carpet cleaning industry, an Institute of Inspection, Cleaning Restoration Certification (IICRC) approved instructor and a Senior Carpet Inspector. Marsh is a marketing and business consultant who provides a turn-key program for attracting better customers. For more information, log on to www.BeCompetitionFree.com.
Click here to view the digital version of the August issue.