With Wall Street so volatile, who's thinking about spending a bundle on big household purchases? I wasn't, but now I am --all because I got a call from my local electrician, Michael & Sons.
They said that for $79.95, they’d send a plumber, electrician and HVAC tech to troubleshoot my home. Seemed like a good idea. And in terms of marketing, bundling those services into an offer was a great idea.
In fact, this “bundling” could pay off in huge new sales, recurring sales, and lower marketing costs. Take a look …
It started with the call: I’d used Michael & Sons for electrical, but I didn’t know they did plumbing and HVAC. To send me a confirmation, the woman who called took my email (ingenious – I was delighted to provide my email).
Next, I got an email: It confirmed the date and time of my inspection plus other good information, including my Michael & Sons Valued Customer Bill of Rights.
The onsite experience was great: The three techs were prompt, meticulous and courteous. There was no hard sell, just a list of what should be done and WHY. Like: “The heat exchanger flame is red, not blue. This wastes energy and raises carbon monoxide concerns.” Suddenly, a new furnace was on my radar! Still, I couldn’t commit to buying one on the spot.
The follow up was prompt: Two days later, I got cards from the techs thanking me and asking me to return a brief survey. As I answered questions about courtesy and knowledge it reinforced my good feelings about Michael & Sons.
But wait, there’s more: The techs left me with a magnetized discount coupon and stickers for everything from my electric panel to the furnace. Those stickers included bullets about how to troubleshoot the unit – and the last bullet was to call Michael & Sons.
Kudos to Michael & Sons! You’ve given us all an excellent lesson in a professional, integrated and utterly ingenious tactic for marketing in tough times.