Articles Archive for September 2010
This is the continuation of a new Comanche Marketing series on boosting your average ticket, or average sale.
4. Sell Six Packs
One of the classic approaches to boosting your average ticket is to sell packages. The plumbing contractor can approach the restaurant to offer six drain cleanings for the price of five (i.e., a six-pack). The same approach works with pest control, carpet cleaning, pool cleaning, air conditioning tune-ups, sprinkler head replacements, and so on.
Instead of billing by the quarter for pest treatment, pre-sell a year at a discount. Clean the carpets of six rooms for the price of five. Offer a discounted air conditioning tune-up for three years.
Will everyone buy a package? No. Of course not. But some will, especially if the customer believes he will take full advantage of the package and can save money. The advantage to you is the customer is locked up for a period of time and you get paid up front.
In my last article I described the intent of the “boilerplate” language that appears on all Blau Plumbing job tickets. A number of other features to use with important day-to-day business are as follows:
Cost Breakdowns: On our job tickets you will see the various charges that go into compiling the final bill. (No time and material charges, however; we are a strictly flat rate company.) One change from our previous job tickets is the inclusion of a “diagnostic fee.”
Like most progressive contractors, for a long time we have used a “travel fee” or trip charge to cover costs associated merely with driving the truck to the door. However, we have found that with heating equipment getting so sophisticated nowadays it’s taking a longer time to diagnose the problem. So we have lowered our trip charge and added the diagnostic fee to reflect this.
Once again Service Roundtable will be hosting our exclusive seminar, Brand U, the first day of HVAC Comfortech. The seminar will be held in the Baltimore Convention Center making it convenient for our members to attend. Keynoted by Drew Cameron of HVAC Sellutions, we’ve assembled a panel of contractors who have taken their companies to the next level through branding and they are ready to share their insight and wisdom with you!!
Take a look at that picture. That’s what fun looks like. That’s what positive energy looks like. That’s what winning looks like.
It’s a picture of the University of Utah MUSS…Mighty Utah Student Section. These kids agree to sit together, wear their school shirts and cheer on the Running Utes football team. A powerful student section can give a team the home field advantage…wherever they play. It’s all about energy focused on winning the game.
Imagine if this is what your weekly Sales meeting looked like.
Raising your average ticket even a few dollars can make a tremendous difference to your bottom line. Let’s consider the following scenario. A pure service company has an average ticket of $325. The company promotes braided steel washing machine hoses for $49 installed on all service calls. The company buys these hoses for $9. The time required to install one is so minor, it’s incidental (e.g., 5 to 10 minutes). On every 10th call, a customer opts to add the house on the ticket.
Blau Plumbing recently introduced a newly designed job ticket that serves a number of purposes besides the routine recording of everyday transactions. It does so many things, in fact, that it will take me three articles to describe them all.
Our job tickets contain three distinct parts, five pages altogether:
1. A form in triplicate (two office copies, one customer copy)
2. A separate proposal for work that arises unexpectedly.
3. A heavy paper stock back cover with a $5 off coupon, postage paid reply card and customer communication about the work we do. All of this will be covered in this three-part series.