Service Guarantee

streetracer

I'm new to the business so I have to get creative with the marketing. I can certainly afford to pay for advertising that offers a ROI, but like anyone I don't want to throw money out the window.

I may send out postcards that look like the picture attached to this post. I would actually do a letter, wait 2 weeks, send a postcard, wait 2 weeks, another letter, 2 more weeks then the final postcard to the same 500 addresses. Meanwhile I'll follow up with me doing some telemarketing to the same prospects.

I'm thinking that if I'm late and I pay, the positive word of mouth advertising will far outweigh the $20. My main concern is this: Is $20 for 20 minutes late respectful enough of my customers' time? Should it be $20 for 10 minutes? $50 for 20 minutes????

A little background will help. I am marketing to $350k+ waterfront and near-waterfront neighborhoods within 7 miles of my home so estimating travel time should be pretty easy.

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mdshunk

Considering that nobody pays anyting if they're late, 20 bucks is a good gimmick. You should call, however, if you're running late any amount of time. I generally pick up my cell phone even if I'm only going to be a few minutes late just to give them a head's up so nobody worries.

Consequently, your postcard is very pixelated. Perhaps that's a result of resizing, and perhaps it is not. I'd suggest getting it cleaned way up before you send that to an affluent community. As it stands right now, it's crap.

ron schenker

Do you think that there is a problem with your competition frequently showing up late in this neighborhood?

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streetracer

mdshunk,

Thanks for the response. The image is a screenshot from the Vistaprint postcard editing screen. I know firsthand that the finished product looks way better. Thanks for watching out for me though.

streetracer

ron schenker,

I think there is a problem statewide with contractors ditching customers for better paying jobs - or maybe for a drink in the pub??? It's probably more widespread than that, which creates a huge opportunity for those of us who are punctual and can communicate that to the customer.

mdshunk

While timeliness may be among the concerns of the homeowners, perhaps you should include other selling points in that postcard.

So you'll show up on time... that's nice. Perhaps they also want the work well done?

streetracer

Sure thing. As I mentioned, there will be 2 letters and 2 postcards mailed to the prospects. What I've shown here is the front of one postcard.

For now, I'm figuring out whether a service guarantee is worthwhile. I think I'll go with the $20 guarantee, drop the 20 minute grace period and say late is late - use my cell phone as the official time.

RobertCDF

I would change it to 10 minutes... That way you have a little wiggle room... They could acuse you of changing the clock on you cell phone when you were running behind. But I like the idea behind it... And keep in mind if you have to wait for the customer then charge them $20.

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mdshunk

Regarding that problem...

I used to leave a business card in the door, with "Sorry we missed you. Please call to reschedule" written on the back. I found that I very seldom heard back from these people. I suspect that they genuinely forgot the appointment, and were embarassed to call back. I've changed my strategy. I now don't leave any signs that I was there. I call them later on (mabybe later that evening, or the next morning) and explain that I was there and they were not, sorta make fun of the whole situation, and attempt to reschedule. It works so much better. Takes all the embarrassment factor out of it when they find out first hand that I'm not pissed.

North Country

No offense to anyone, but this seems unprofessional, and professionalism is exactly what you should be selling. Same goes for the "10% off ads", when was the last time any business did the same for you? And I know we all work our **s's off just to make what we should without all the bells and whistles. Just my opinion.