This week’s featured Tips N Chat Throwback post was written by Ed York in the second quarter 1977 issue of Tips N Chat. Remember to check back every Thursday for a new throwback post!
Guinness Book of Records may not have the results of a recent straw poll listed, but the fact still remains that customers are now paying more per square foot than ever recorded previously. This may come as a shock to many doubting Thomases, who will show numerous advertising specials at a ridiculously low price. Strange as it may seem, they are also correct. The question then arises, as to how can this be?
How is it that some customers are paying record low prices, while others are paying higher total costs than ever? The obvious answer comes swiftly when you look at the big picture. More homeowners than ever are having their carpets cleaned. The prestige cleaners selling quality at a premium price are ADVERTISING their services more than their predecessors ever did. The price merchandisers are placing LARGE display ads in their newspapers. Stop by your local paper someday and check out papers ten years ago, or longer. Try to find an advertisement telling the home-owners that their carpets are dirty.
Hallelujah... The Pied Piper has been shouting this theme for the past decade to assembled cleaners. All we have to do is make the public AWARE that having clean carpets are the IN thing. Yes, clean carpets should be made socially acceptable all over our land. When this is done, then and only then will carpet cleaners be able to take their proper place in our society. Can you imagine, carpet cleaners are actually taking VACATIONS with their families? They are talking: Hawaii, Mexico, Puerto Rico and all sorts of attractive vacation spots, formerly only discussed as where their customers went.
Now once again what determines the prices paid for carpet cleaning. It is not determined by the customer. It is determined by the carpet cleaner. He can be the cheapest in town or the most expensive. He only has to let the consumer know what he is offering. There are folks that want the economy of a Datsun or Pinto, and those that want the Lincolns and the Cadillacs. People who are now paying three times as much for their homes as they did a few short years ago, can and WILL pay for quality work if they know where to obtain it. They still won't, and for this, I'm most thankful, pay premium prices for natty, non-informed, non-professional appearing WORKERS, that have a HIPPY-like-van parked in front. They will pay the professional, that not only does professional work, but most important, looks professional.
So, fellow carpet cleaners, stop complaining about today's customers. If you are not getting your share of this Bonanza Market, then take a look at the home base. Today's consumer are beautiful people willing to purchase your service and pay the price. If you want to offer "price" carpet cleaning then there are those that will want your services. If you prefer to upgrade your package and do prestige work, then charge 22 cents or 28 cents or 30 cents. There is a good market and plenty of takers. DON'T make the mistake of most, however, by offering and pushing prestige cleaning at cheapie prices. The folks who can afford it, won't buy it. They know more than the average carpet cleaner. They know you can't buy quality diamonds at the variety store. So more customers than ever are waiting for your services. Figure out what type of service you want to offer. Price it accordingly. Go to the marketplace and shout your wares. Don't keep them waiting.