Issue link: https://read.dmtmag.com/i/106888
SERVICE & SET-UP Level Two Installation Part 2 BY GEORGE PORTER Last month in this column I described how I will never forget my trips to Japan and what we could "sell" a superior installation. It was to I saw there. There were grocery stores all be an upgrade, above and beyond a standard around that sold cantaloupes for what amounted state minimum job. This included some radi- to $100 apiece! The also had regular cancal thinking on the part of all involved except taloupes in the fruit bins. What person in their maybe the customer. The consumer is used to right mind would ever pay $100 for one can"upgrades," we are just not used to offering taloupe? Some did! These 'lopes were each in them. The example I gave last month was a their own little wooden crate sitting on fresh fishing reel. You can get one for $18 or one clean straw. They were specially raised and pretty similar looking for $700. The differences someone came around every day and turned were salesmanship them so they did not have a and I don't mean a dark spot on the bottom If we can't create a where it had been sitting on slick talking con job, I mean what sales the ground. Actually they "perceived value" in never, ever touched the people are supposed to do; explain all the installation where we ground; straw was placed options and what the under the buds as soon as different benefits are can actually point out they started to form the to the prospective fruit. They were organic, things that make the no pesticides, the bugs customer. Inform, determine the cusoff by home better and more were picked a day if hand tomers' needs, eduseveral times neccate if you will, and essary. They were abcomfortable for our see to it that the solutely perfect but they customer undercustomers then we are were after all, just canstands what he is taloupes. This is the most missing the boat, big advanced example of "pergetting. Upgrades are very ceived value" I am sure I time! common in a conwill ever see. sumer's world. Cars If we can't create a "perhave leather seats; there are premium brands of ceived value" in installation where we can acbeer; $300 sunglasses; and even premium rooms tually point out things that make the home in hospitals where the patient lays unconscious better and more comfortable for our customers and doesn't even see the place sometimes. then we are missing the boat, big time! People want good stuff and the rest of the world Last month I listed some ideas and I promised has found out that they are willing to pay for it to give some more this month so here they are: IF they perceive the value there! 1. Maintenance contracts. This is not a FEBRUARY 2013 18 THE JOURNAL warranty package. Have you ever seen the car ads where regularly scheduled maintenance is included for 2 years or so? (You don't really believe this is "free" do you?) This means tire rotations, oil changes tune-ups etc. It is not warranty it is the things that need to be done to keep the car well maintained. We can do the same, either included or as an option. A maintenance policy sold to the consumer could include such things periodic checking under the home for leaks in pipes and ductwork; tightness of anchors and wedges; rodent infestation in belly board and a general surveillance under the home. Within the home you could check for leaks in the plumbing, particularly under the sinks, improperly filling or loose toilets, filters on AC and heat, loose hinges on doors and cabinets and the list goes on. In general you would look for little things that the homeowner might not even notice and could turn into bigger problems later. This is a whole bunch more value than a crummy cantaloupe and there are major advantages to the person selling the package. For instance look at the care and attention you are giving your customers. This is absolutely the best advertising you could ever possibly have and the customers are paying for it for goodness sake! Plus if you ever find something that is covered by the manufactures warranty you can bill the factory and if you find something that you messed up you are being paid to fix it and are looking very good in the eyes of the customer. Everything has a down side and if you look hard enough you might find one if you really want to. I don't see one, it all looks win-