Take a moment and ask yourself…do you deliver the average, “satisfaction
guaranteed” type of appointment for your customers?
Or do you give your clients a “dream come true experience”…something
that surprises and delights?
I call this stage of your contact with your prospects and clients your “During
Unit” and it’s definitely something worth your while to develop!
When you put your efforts into orchestrating a really special experience that is
unique, high quality and full of “extras” that your clients aren’t expecting…that
is when you create loyal customers who become your company’s
personal “cheer leaders” and send you lots of referrals!
But there are other payoffs when you turn your attention to creating “dream come
When you deliver a “dream come true experience” it gives you the ability to
charge higher (even the highest) prices in your area. Yes! When you create
a “Four Seasons” experience vs. a “Motel 6″ kind of experience, you can dictate
a much higher price for your services.
When you offer this kind of high-end service, it also helps to eliminate
your competition. “Eliminate” them, in the sense that you are able to remove
yourself from the competing marketplace…never again will be in competition
with the other low priced companies. (Does Niemen Marcus compete with Wal-
Mart?) In fact, you will find that people will seldom call you, price-comparing
you to the other cleaners in your area because it’s no longer an “apples to
apples” comparison – it’s apples and oranges!
So how do you go about creating this “dream come true experience”?
There is a method…a process. And one of the best places to start is to sit
down and write a narrative in the “voice” of your client describing this “5 star
experience” with your company. When you do this exercise, be thorough, and
cover the experience from “tip to tail”.
Here is an example of what I mean. Check out this fictional narrative from
a “client’s perspective” after they have a “dream come true experience”:
I found XYZ Cleaning through a really informative advertisement that explained
several reasons I should call them, plus it “debunked” some of my own
misconceptions I had about carpet cleaning. I thought this was so awesome that
the owner of XYZ was educating me, as a consumer, but it didn’t stop there.
First of all, when I phoned him, even though I got a VM he had a unique
message unlike any I had heard before, and it motivated me to leave my name
and number. And, just like he promise on the VM, I got a prompt call back. He
was really kind, courteous and helpful on the phone so I scheduled something he
called a “Carpet Audit.™”
When he came to my home to perform this “Carpet Audit™” he was very well
dressed and neat and he didn’t tromp around my house with his dirty shoes on,
instead he removed them at the door. Then he performed his Carpet Audit™
which I found very eye-opening and was like nothing any other cleaner has done
He showed me a short informative presentation on his service, and shared lots
of happy client testimonials with me, which built my confidence that I had made
the right choice. Then I was so surprised to see all the different steps that his
company performs when they clean – he totally convinced me that I would be
getting the most thorough cleaning ever, and that I would not have rapid re-
soiling from residue, or spots re-appearing, like I’ve had in the past.
He also educated me on importance of re-protecting my carpets and gave me
several different price options to choose from. It was so nice to be presented with
“Packages” of service. Even though the price was more than I’m used to paying
I could tell this was a whole different level of service than I’d ever had before
– besides he showed me in writing his really bold, money-back guarantee so I
knew his company stood behind their work in a really powerful way.
On the day of the appointment, the technician was running a little behind
schedule, but I received a phone call well in advance to inform me of the delay so
I was totally fine with it, and glad to be shown the courtesy.
When the cleaning tech arrived he slipped covers over his shoes when he was
in my home, which I thought was great. It always bothered me when carpet
cleaners cleaned my carpets and then walked all over them with their dirty shoes,
so I was pleasantly surprised with this gesture.
Then I was handed a really great “Welcome Packet” that contained a free gift for
me, plus instructions on “after care” – what a nice touch. He went on to cover
my doors and furnishing with protective guards and did not drape his hoses over
my nice sofa (which I have seen in the past) – I was so happy with how XYZ
Cleaning treated my home and furnishings, it made me feel like they thought my
home was really something special.
When the technician was done cleaning, the carpets sparkled and were groomed
free of any wand marks, they looked brand new. And he left behind a nice thank
you note with a card that gave me an awesome free bonus for 90 days – I almost
shrieked with delight! I’ve never had a service company treat me so good.
But it didn’t stop there…I couldn’t believe it when they called me later that night
to see if I was happy. So many companies never bother to check with you once
they have your money. I told him I wasn’t just happy, I was thrilled! I haven’t
been shown so much consideration from a company…ever. And a few days later
a handwritten note arrived in the mail. What a personal touch. I’ve “Liked” them
on Facebook, Tweeted them, wrote a Yelp! review (5 stars of course), wrote a
Google review and told everyone I know about this company!
Doesn’t that sound like a “dream come true” for this client?
Can you create your own “dream come true experience” for your clients? Of
course you can! And to make it a total “no brainer”, I’ve given you every tool you
need to execute this “dream experience” easily in the Rich Cleaner System!
Everything from the education based marketing templates, to the unique
voicemail message, to every step of my trademarked Carpet Audit™, to the “new
client packages”, free gift ideas, scripts for quality calls and template “thank you”
letters, to the way to build value and sell carpet protection, to how to package
your services, to the details of protecting your client’s home during cleaning are
all in the Rich Cleaner System – all “paint by number” easy to create this “dream
come true” experience so take advantage of it all!
Think about how important this really is, especially with the power your client has
to either sing your praises or scream your faults all over the internet these days!
Notice how many times this client was surprised and delighted throughout her
experience. See how easy it is to charge higher prices when you position your
services like this? Even though this is a fictional narrative, I based it on my own
experience and the experiences of my Rich Cleaner users. This is the kind of
reactions and results real professional cleaners get when they implement
I like to think of creating this kind of “dream come true experience” like
orchestrating a 5 star performance. Your client is your “audience” and
everything they experiences is “front stage” – And it’s up to you to create
all the necessary “back stage” steps to pull off a “dream come true”
P.S. Of course, none of this will do you any good if you don’t have lots of
clients to create “Dream Come True Experiences” for…that’s the job of
effective Direct Response Marketing. All done-for-you and ready to plug-
and-play in your Rich Cleaner System!
P.P.S. Dean Jackson and I have gone deep on this at www.ilovemarketing.com
episode 69 “The One About Creating Dream-Come-True Experiences.” Listen
- How spending money in all the wrong places is costing you big time
- Why having a vision for what the experience could be is essential to your success
- Ways you can be looking for ways to surprise and delight your prospects and clients
- Plus some ‘dream come true’ homework for you!
P.P.P.S. – Please comment on the blog and let me know your thoughts, and your
successes, or any questions you might have!