Window Cleaning Question – Customers After The Cheapest Price
June 7th, 2009 Posted in Window Cleaning Q & A
Question: Lately, I’ve noticed that many customers want the cheapest price. They aren’t very concerned with the pro services and just want the windows cleaned. So boasting the cheapest price in town would get the most response. Why is this approach not recommended?
Answer: I personally never want to be the cheap price competitor. Now, that’s not to say that there’s not a market for that. In fact, someone has to fill that niche in the market. Also, don’t be fooled into thinking that everybody wants the cheapest price. If that were case then Mercedes, Nieman Marcus and other upscale businesses in every segment you can imagine would quickly be run out of business.
But to answer your question, the reason that being the “cheap price” window cleaner is not recommended is that in order to be the cheapest, you cannot typically afford to provide the best in quality, equipment and customer service. You cannot afford to “wow” your customer and build a relationship with them.
Without relationships, your clients will leave you in a heartbeat for the next cheapest price that comes along.
You have to figure out ways to “differentiate” yourself in the market. Otherwise you become a standard commodity and can be easily replaced by the next guy with the best price.
Competing on price is the hardest way to build a solid business for the long term. Sure, you can go out and get a bunch of work right quick. But chances are, it won’t be very profitable and you won’t keep the customer for long.
