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Secrets to Getting a Lot More (high profit) Customers

Let’s be honest with each other – you want more customers. But that’s not the entire truth.

The truth is – you want to make more money (and LOTS of it).

I could give you examples of letters and door hangers to generate more money, but nothing beats simple old fashioned step-by-step instructions.

So, that’s what I’m giving you right here – four quick and easy steps to getting a lot of money fast. As in……tomorrow.

Before we begin, we’re going to assume you’ve got some prospects and customers, and you’re ready and able to take on more business.

If you don’t have a list of prospects or even customers – fine. You can simply test a direct mail piece to potential prospects, another thing is to improve payment process to optimized this step for you and your customers.

If you don’t have room for new (high profit) clients, roll up this newsletter and hit yourself over the head with it. Keep doing that until you figure out how to get rid of your low profit (problem) customers.

With that out of the way, let’s get started….

Step One: The Set Up

Listen. You gotta have a reason for contacting these people. It can be anything …but it’s gotta be something.

Here are a few good reasons why you can contact people:

1. A Big Event. This can be a holiday, your birthday, their birthday, a new service, a price increase, a sale, whatever.

Here’s an example.

Dear Bob,

The Holidays are getting close and you know what that means. Everyone’s gonna be coming to you with their hand out expecting a gift.

But why give them a gift they’ll forget about before New Years Eve? Instead give them a complete lawn makeover? Blah blah blah…

2. Big News. This can be anything. It can be because your son graduated from high school. It can be something “legit” like an election, it can be because your favorite sports team won, or it can be because some new invention was discovered in the lawn industry.

Here’s an example:

Dear Bob,

I’m drowning in mulch! That’s why I’m writing you today. We had this mulching job to do, so I called and ordered a truck with 13 yards of mulch to be dumped at our nursery.

When I got back to our nursery what did I see? A HUGE pile of mulch….WAY more than 13 yards. It was actually 30 yards. Yep, when I placed the order they thought I said 30 yards, not 13 yards.

My loss, your gain…..blah, blah, blah

3. New Discovery. I like this angle best when you’ve either discovered a big problem …or you’ve found the solution to a big problem (Fortunately, there are a TON of lawn problems you can find solutions to).

I’ll give you an example of both.

Here’s what you’d say if you’ve discovered a big problem.

Dear Bob,

I’m sure you’ve heard all the news about lawn companies in the area charging their customers twice as much as they should.

The good news is I’m going to show you how to make sure you and your friends aren’t paying too much.

Blah, Blah, Blah…..

Dear Bob,

I just found a way to save you over $300.00 on that new landscaping you’ve been wanting. Best part – it’s completely legit and there are no hidden fees.

Here’s the scoop….Blah, Blah, Blah……

See? It’s Easy.

Step Two: Make An Irresistible Offer.

This goes way beyond the usual “let me cut your lawn” or “lowest prices in town” stuff you see most lawn companies using.

“Let me cut your lawn” is just an offer. Better than no offer at all…but it’s not irresistible.

A truly irresistible offer stands out and makes people want to buy it. It makes them tell other people about it.

In short – it gets the job done.

There are two main things that make an offer irresistible (assuming you’re promoting something people want or need in the first place.)

Here’s the simplified version of the formula:

MASSIVE VALUE + RISK REVERSAL = IRRESISTIBLE OFFER

Let’s start with massive value.

If you want to make easy sales, you give them ten dollars in value for every one dollar they spend….minimum.

You can sort of do it with clever copywriting….but the best way to do it is just to pile on the value in a completely obvious fashion.

You can do this by listing every single service you normally include in your basic lawn maintenance. Instead of saying we’ll maintain your lawn for $75.00 per cut, based on bi-weekly service, say, we’ll cut, weed-eat, remove debris and trash, weed your flower beds, treat your fence line with herbicide, trim your hedges, fertilize all your hedges, and blow any debris from your driveway and the street for only $150.00 per month.

Now for risk reversal. Reminds me of a story Jay Abraham tells.

Goes like this.

Two guys are selling a horse.

First guy says, “Hey – give me $100.00 and you can have this horse.”

Second guy says, “Hey – let me bring you the horse. Ride him around and let him hang out with your kids. Make sure he’s a good worker for you too. If you like him, you can have him for $100.00.”

Who do you think makes the sale?

The second guy.

But so many lawn company owners refuse to reverse the risk like that.

The easiest way you can do it is with free sample, or a 100% guarantee. For example, offer a free yard of mulch (they have to pay a small fee to have you install the mulch; plus how many customers only need one yard of mulch?) or tell your prospects they don’t pay you anything unless they are 100% satisfied with your work.

You’re beyond crazy if you don’t have a 100% satisfaction guarantee. You have nothing to lose if you provide exceptional work.

Anyway, combine massive value with good old fashioned risk reversal and you got yourself an offer that’s 90% better than every other lawn company.

But if you really want to push it over the top, you need…..

Step 3: A Reason To Buy NOW.

Look. If you want to know what works, just watch QVC, the Home Shopping Network or any infomercial. They all use some device to get people to order now. Not to think about it. Not to ask for a brochure. To ORDER NOW.

There are plenty of reasons they have to order now.

It can be an impending price hike. It can be a limited quantity. It can be a “Offer Expires On XX Date” thing. You can only have a limited supply. You can only offer a certain bonus to people who act today.
Anything…but whatever you decide, you have to give them a real reason to schedule work right now.

And speaking of getting them to schedule work, let’s wrap this up with…

Step 4: Give Them Very Clear Instructions.

As in “Call today and claim your free yard of mulch before your neighbor does. If I don’t answer, leave me a message telling me to reserve your yard of mulch.”

Walk people through it. Lead them.

The more you tell them what to do….and the more confidence you have when you’re doing it, the more money you’ll make.

So, there you go. Follow those steps and craft your own promotion TODAY and you’ll have money tomorrow. And it’s a formula you can follow over and over again.