Free-Analysis Marketing April 28, 2009Posted by David Dirks in business strategy, Increasing Your Profitability, Recession: How to Beat It!, Sales Strategy/Tactics, Sales Tactics.
Tags: competitive strategy, free analysis marketing, marketing, sales, sales stratetgies, Sales Tactics
The Big Dogz always know how to keep applying what works in almost any market or economy. They’ll take advantage of marketing opportunities that other businesses either miss entirely or just sit on the sidelines wishing they had.
Take Scotts LawnService, which is a well-branded and nationally known entity established by the Scotts Company (yes, those same people who make the fertilizer and weed killers you use on your lawns each year). The local Scotts LawnService in my area sent out a mailer with one simple offer: A FREE lawn analysis. I believe I get one every year from them.
Their deal is simple. They come to your home and conduct soil samples that allow them to test for the ph levels of your soil and for other key ingredients that should be a part of a healthy lawn. That’s the part they do for free. The analysis is detailed and tells you what you need to do (with Scotts or without them) to improve the health of your lawn.
But there is another key part. They also include a price quote to provide the service necessary on your lawn to bring it up to snuff (if it needs it). That doesn’t cost you anything either. I’m not obligated to do anything with them and they know it.
Here’s the deal: they know that they’ll be enough people who also take advantage of their price quote to more than make up for those who don’t (and the expense of mailing them). The old true & tried ‘free analysis’ works time and again…as long as the analysis has some depth to it and isn’t shoddy.
Scotts has many competitors in this field of lawn care. Anyone with a truck, lawnmower, rake, weed whacker, leaf blower, and some ambition can get into this business. Whether they are good at it or not is another story.
I’m going to take a wild guess that many of the lawn care & service operators are having a tough time of it right now. How many of them do you think are coming up with ways like this to improve their chances of survival?
Oh, one more thing. Scotts also offers a ‘satisfaction guaranteed’ policy. “…we guarantee you’ll be thrilled. And if not, we’ll do what it takes to make it right.”
That’s another way to insure you survive. Guarantee your work. Between that and the free analysis, it’s no wonder Scotts LawnService remains in business year after year. The Big Dogz always know how to apply the right pressure and do it assured that their competitors won’t.