It’s inevitable you will get some callers who are concerned about price. However, you can greatly curb this problem by the ad you run.
First, avoid mentioning price in your advertising. I know this seems strange, especially when most carpet cleaning ads plaster their price across the headlines. But this does promote price shoppers. If the headline says, “$5.99 a room carpet cleaning”, then this is the reason why they are calling.
Second, use headlines with benefits instead of cheap price. Consider topics such as pet stain removal, tile cleaning, and allergy relief. This gets the reader’s attention off price.
Last, pay close attention to the media you are advertising in. If you are advertising in a coupon mailer, don’t be surprised if all you get is price shoppers. Consider what your prospect is doing when they see your ad. Are they sipping coffee while sitting in their recliner such as they would be if reading a newspaper. Or, are they in a sandwhich shop on their lunch break such as if they are reading a FREE coupon publication.
Until Later,
John Braun