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Posts: 2,001 Join Date: Jul 2003 Location: Utah | Re: Please critique my new website!!! -
10-24-2009, 01:18 PM
I know that what I'm saying is subjective so take it for what it is worth. I've been involved in many marketing meetings while trying to sell a variety of software and support packages as well as retail products. Human nature is to protect ones self and to not be locked in to something you are going to come out as a loser.
On your Services page you offer a free quote, this is very much the way business should be done in order to not end up with a disappointed customer or you making no money. That said, it has been proven that in order to get a customer to the next level (in this case calling you for a free quote) that they have some idea of what the price arena may be.
The reality is that in most every case you're going to quote more than the entry level price listed because of the condition of the vehicle or the packages you will up sell. By this time you've met the customer and they're sold on you and your professionalism.
We tried this both ways many times but in the end always put some type of entry level package price where people could see it. It may be hard to believe but when comparing two service providers and all else being equal the guy with the price listed will get the call. The thought here and I actually kind of felt this way looking at your page was this guy is probably very good but he'll likely cost more than I can afford. One other statistic that we uncovered here was that most people won't call more than two vendors. They'll call two just to make sure what they're looking at is in the ball park. Of course once you get the call and see them face to face the customer is yours, right?
When the customer at least has a "hey, I can afford that" price in mind even with the the knowledge that "prices may vary depending upon vehicle size and condition" (word this in a manner that works best for you). Maybe something as simple as: Premium Wash and Wax beginning at $ XX. They will typically end up giving you a second look rather than moving on to someone who also appears to be well qualified that gives them some level of comfort with a price.
Of course your mileage may vary, others will also have reasons why they wouldn't do this. We spent a lot of money with companies that do nothing but follow up on how our advertising motivated customrs and this method clearly came out on top. Listing a complete price menu doesn't help you when you're willing to give a free estimate. This may actually work against you because they can see how high the bill might be. The whole premise here is to get in front of the customer.
My eyes aren't great, I would ditch the shadows also. They make me dizzy.
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