How To Make Sure Your WC Customers Get What They Pay For
March 17, 2009 – 9:02 pmYeah, you’ve said this phrase, you’ve heard it, and you probably even believe it.
“You Get What You Pay For”
But is it true? Why is it true?
A fascinating experiment was conducted by behavioral economist Dan Ariely to try and figure out whether or not price truly has a measurable effect on the way people experience various products or services.
(Bear with me, this is gonna be VERY applicable for your window cleaning company)
For the two groups of test subjects, Mr Ariely’s team (disguised as reps from an imaginary drug company) exposed the volunteers to predetermined bursts of pain, ranging from mild discomfort to severe pain, using electricity, and then presented the subjects with a mystery pain-killer drug that was said to be remarkable and proven in its ability to dull pain.
After being given 15 minutes or so to allow the mystery pain-killer to work its magic, the battery (pardon the pun) of electric shock testing was repeated, and the subjects were invited to comment on the effectiveness of the their recently ingested pain-killing mystery drug in dulling the pain.
Now, here’s the cool part: Both groups of test subjects received both the drug and the electric shocks, both groups claimed to experience genuine pain-killing relief, and both groups received vitamin C capsules as the “mystery drug”. Of course, they didn’t know or suspect this at the time.
A classic example of the power of a placebo.
However – here’s the fascinating twist that is about to help you with your window cleaning business:
The two groups were divided on one detail only, preceding their participation in the shock therapy: Group A was told that this mystery drug was going to be sold for only 10 cents a capsule (very inexpensive), and group B was told that it was going to be sold for $2.50 per capsule (very expensive).
Which group do you think had the most people raving about the mystery drug?
You guessed it: Group B – the ones who thought they were receiving something incredibly valuable and expensive.
There was a lot more to this experiment, and reading about it is enlightening in understanding human psychology, when it comes to establishing price points for your window cleaning company. Grab your copy of this book right now by searching through Amazon.com – using the handy little Amazon widget on the right of this webpage, near the top.
Mr. Ariely’s book is entitled “Predictably Irrational” and is worth the read, I assure you.
Anyway – back to your window cleaning business!
Here’s the lesson: If you would like more happy customers raving about your service, your workmanship, their entire experience doing business with your company, then charge them more money.
People are funny when it comes to money. The more they spend, the more they believe they are getting.
And here’s the great news: your clients are people, too!
Don’t shy away from charging big bucks, even in this economic climate. Preprogram people to expect to be delighted and completely satisfied with the results of your window cleaning workmanship, stand behind your work 100% and stake your name on their satisfaction.
Then charge them a high price, do the best you can for them, keep your promises, and then enjoy a secret little smile as you reflect on this interesting truth about us human-folk:
We truly believe that we get what we pay for, so that story becomes our reality.
Tap into it in 2009, with your window cleaning company.
Kevin
3 Responses to “How To Make Sure Your WC Customers Get What They Pay For”
Hey Kevin, Great point about the placebo effect. I was reading something very similar in a good book about human psychology called “Influence.” One very interesting story about about a small business owner who more than doubled sales when she mistakenly marked up the price on a cheap line of necklaces when she meant to reduce it. Tourists ate it up because they thought that it was a valuable necklace…
By window cleaning service on Mar 18, 2009
Yeah, I’ve read about that one, too.
Hard to muster the guts to charge DOUBLE though, that’s the real problem.
By kevindubro on Mar 25, 2009
Thank you kevin. That has always been our Philosophy and it works and we are able to giCHD Window Cleaning
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ve our clients the service they deserve.
By CHD on Dec 31, 2009