Free estimates are a symptom of weak market position.
The big three auto companies are unable, right now, to stop their free estimates -- 'employee discount pricing.' For them as for us it is blood on the floor.
A stronger market is the only cure. The big three are too big for their market ‘niches.’
We, however, <i>can<i/> move into stronger markets.
One must ‘spoil’ best customers with service – for a price – and deliberately seek out prospects that resemble these best customers. All prospects are clearly not equal.
Best Customer can mean many things. For McDonalds their best customer is a repeat buyer satisfied with the limited menu that they are geared to produce. High volume to a set formula is their game.
For most residential service contractors the game is:
Same old needs = same old solutions > Flat Rate Pricing > Rapid fire bids > Averaging out the results > Saving on bid overhead.
For the ultimate in bid overhead savings:
Just pull dimensions over the phone – move your finger down your flat rate book and quote’em. Leave an opener for contract adders….
Have the customer send a picture via his cell phone to your computer screen. All of your best customers have or will soon have such cell phones.
Why visit at all?
