Create Small Business Success - Quality Service Pros Blog

Create Small Business Success

Quality Service Pros Blog

Pool Special – “Get three month’s pool cleaning service free with purchase of a new heat pump!” Carpet Cleaning Special – “Clean three rooms and the fourth one is on us!”  Roof Special – “Free roof cleaning with purchase of an exterior painting!” Pest Control Special – “Get two months free Pest Control with annual contract!”

We’ve all seen ads like this with a strong call to action that drives new business. It’s what we have been told to do by advertisers and marketing companies forever. And we do it because it works! Strong calls to action will get your phone to ring and create great possibilities for new business.

What we don’t realize is that there is a big problem with the small print of these ads because it reads “for new customers only” OUCH!!!! What a smack in the face for those long time customers that have been with you since the beginning. Those were the jobs that paid to fill your gas tank when you couldn’t. Those are the customers that help grow your business through word of mouth because there was a day when you didn’t have the extra money to run ads like these.

Now let me ask you this, how would you handle your regular customer who just read this ad and asks the following: “I just read the ad you ran in the local coupon saver offering me two free months of pest control with annual payment, however the fine print says new customers only? I have been doing business with you for five years and always pay the year upfront. Could I get this deal? I could sure use the savings.”

I speak from experience because something similar happened to me not to long ago. I was having some shelves installed in my garage and just happened to meet this gentleman at a local home and garden show in Fort Myers, Florida. I liked what he offered so I hired him. He came out and did a wonderful job and I gladly paid him for the work.

The next day my wife was flipping through a magazine and noticed the same company was running a special offering  $200.00 worth of extras if you spent “X” amount of dollars with them and well, we just did! Since it was only two days prior I called him up and asked if he would honor this coupon? His answer was an immediate “Of course I will no problem! Be happy to come back out! I totally forgot I was running that ad this month or I would have offered it to you when I did the work.”

That’s exactly how it should be handled! Remember, the hardest thing to do is get a new customer. I would hate to see you pick up a new one only to lose a regular customer because you wouldn’t honor a coupon. It’s just as important to keep the existing customers coming back as it is to grab up new ones!

Marketing tip: Always write the fine print terms as if you were an existing customer reading it.

4 Responses

  1. Chris Says:

    This is so true. We had a something similiar happen In our business. Yes we did honor the coupon.

    Posted on June 2nd, 2010 at 1:03 pm

  2. Ron's Painting Says:

    Great advice. I really enjoy your blogs.

    Posted on June 3rd, 2010 at 4:38 am

  3. Keith R Says:

    Know this from experience. Good advice.

    Posted on June 3rd, 2010 at 6:58 am

  4. Carpet Cleaning Harrisburg PA Says:

    I love your blog – nice !

    Posted on June 25th, 2010 at 12:54 am