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Crank Up Your Referral Machine By Giving 'Em A 'Knockout' Experience! (Reprinted with permission from Cleanfax) What is a 'knockout' experience? It's an experience in business that you've probably rarely experienced, or maybe never at all. It is doing business with somebody and they getting 'knocked out' by the transaction. They feel so overwhelmed and happy that they did business with you they can't help but tell their friends and family about it. The true 'knockout' experience will leave the buyer feeling almost like he took advantage of the seller! Don't most transactions make the buyer feel the exact opposite? It's no wonder why people are so skeptical today about everything. Nobody believes anything they hear or see. Everybody has gotten screwed before one way or another. That is why the 'knockout' experience is so powerful. I can't emphasize enough about how important this can be to your business. If you really want to see your referral business go through the roof you have to give this experience to your clients. What is a practical way of doing this? First of all, you have to do everything you ever promise. Everything. Even small, seemingly unimportant things. Secondly, you have to do quality work. And you have to back it up. No excuses. Even if you know that a permanent stain won't come out, don't just tell your client that it won't come out, tell her that you think it won't come out but to show good faith you're going to try to get it out. For her. Thirdly, give 'em something they don't expect. Something they didn't pay for. For example, I always make it a point to clean extra things in my clients homes for free. If I see some dining room chairs that need cleaning, and I know that it'll only take me five minutes to do all four of them, I'll just clean them. I'll say, "Mrs. Jones, I noticed your dining room chairs could use some cleaning. Since I'm here, I'll take care of them for you, on the house". How do you think that makes my client feel? Special! There are a million things that you can give a client to make her feel this way. You can give her free protection in one room, clean her Lazy boy chair, give free sanitizer, etc. It doesn't have to be anything big. It's the thought and the action that counts. After I'm completely through with the job and have loaded up my equipment, I'll go outside and bring my client a free spotting bottle. I'll let her know that normally I charge $9.95 for this spotter but because I want her to be thrilled with my work I'm giving it to her free. I also tell her that when she runs out of this spotter to call me as I offer free unlimited lifetime refills. Call me for free refills any time! How do you think this 2nd free thing makes her feel? Super special. Then I'll give her 5 minutes of my time and show her the proper way to vacuum her carpet to maximize the amount of soil she gets from her carpet so she won't have to see me again so soon. How do you think this 3rd free thing makes her feel? Absolutely extraordinary! Do you think this client is going to call anybody else? Do you think she won't tell her friends and neighbors about me? Don't take my word for it, try it yourself! The 'key' to this is doing a real good job (like you're supposed to) and giving your client free extra things that she never expected! How much is this knockout experience costing me? Well, the spotting bottle costs about $2.00 and I spend about 10 extra minutes on the job giving free cleaning and the free vacuuming advice. And for this I have a real happy customer who will never use anyone else but me and who often goes out of her way to get business for me! Can you picture a better scenario than that? Most carpet cleaners (and other businesses too) just don't bother trying to give their clients this feeling. They either don't understand the concept or are too lazy to implement it. They'll do whatever it takes to 'just get by'. To me that's no way to run a business. To me that's a death sentence. In our industry referrals and past clients are the lifeblood of our profits. They are practically free leads! Give your clients the 'knockout' experience and you'll have a big, BIG edge over your competitors.
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