Ask the Carpet and Upholstery Expert – Paolo Mancuso
Some carpet cleaners are offering that it’s guaranteed clean or it’s cleaned for free within 3 months, is this for real?
At first glance, this seems like a genuine guarantee of good faith.
However, these types of offers are always paired with package deals for you to choose from, which have pricing built into them so that even if the cleaner has to come back to reclean, he’ll still make a huge profit. This type of marketing program is being strongly promoted by U.S. based marketing gurus (not cleaning Experts®).
So how does this work?
The cleaner using this program guarantees his profit by including features in each package that are of little real value (such as sanitizers, deodorizers, preconditioners and water – based fibre protectants). If you don`t want to buy any of his packages, he`ll persuade you that these add-on features are of high value, and are only available as a bundle. These products are relatively cheap for the cleaner to purchase, but he can price them as high as he thinks you’ll pay, because he knows you don`t know their real worth. This guarantee, then, in reality is priced at 3 or 4 times the market price for regular carpet cleaning. If you choose to clean carpets only it will probably be priced at 2-3 times the market value. Either way they still “gotcha”.
So, as you can see, this is mostly smoke and mirrors. It’s another “consumer beware” feature of our market place, unfortunately no different from the many other consumer scams that we all eventually learn to steer clear of.
For more awareness information on coupon and package baiting, visit our website.