FREE only to our Forum Visitors ...

[Phil Nilsson]

Now that I have your attention ...

The word FREE is the most powerful word in advertising ... yet is commonly misused in that many companies don't offer a free thing that has recognized value. Example? ... FREE Estimate.

Offer something substantial and make it relative to the value of what you have to gain by offering it. If a lawn maint account has an annual value of $1,000 to $2,000 and you can expect to retain 90% of your customers ... for several years ... is it unrealistic to offer let's say a $50 incentive to purchase your services?

Such as ... any new customer (purchase details in here) signing on before (month day year) will receive a $50 gift certificate to Outback Steakhouse.

What incentive would you offer for a $10,000 to $20,000 landscape install or renovation?

Any thoughts?

Phil

[Elwood]

Phil is right, "FREE" gets attention, but don't "give" too much away. Any time you do something "free" you are not only giving away the cost of the service, but the profit too.

When using "free" you can many times "bake" in the cost or price of that service into another service that you are going to be providing.

If you are going to try to gain mowing accounts, don't offer "free" mowing(s) as your attention getter. Instead offer "free" other services to them if they sign a one year mowing agreement. This way they can see, at no charge, some of your other work and later on in the season or next year, they will pay for it when it is needed again. If they are calling you for mowing, they already want mowing. Work on your upsells and they will WANT other services that are probly more profitable. This can also lead to turning a "mow-blow and go" type of client into a "full $ervice" client!

Coupon books are a great way of advertising "FREE" as well.

Sign a one year mowing agreement and you will receive a FREE coupon book worth $150 in savings!!

Studies show that over half the people who have coupons, don't use them, but when signing on the dotted line, they feel they are getting $150 FREE!!

Use "FREE" to your advantage, but be smart about it.

Good Luck!

[Phil Nilsson]

FREE is relative and can be a one-time incentive ... everybody uses this to their advantage. It's not a profit giveaway ... it "greases the skids" to more sales that may need a free incentive to "kick start".

Over time the cost of a one-time incentive fades away and becomes a "non-player" profit wise ... if you gave a free $50 gift certificate at contract signup ... three or four years later it becomes "miniscule" in dollars and cents.

Phil