The biggest lie in marketing is “It’s not that simple.”
This story involves our client (let’s call him Luke ….because that’s his name) who ran a successful Pest Control business and his experience with his local coffee shop.
One day, Luke walked into his local coffee shop and met the new owner, who had recently purchased the coffee shop.
Luke: “Howdy. We’re the guys who do your pest control. The next service is in three months.”
New Owner: “Hi. Sorry, but I won’t need you anymore. I saw your pricing, and you’re way too expensive. Rip off! I’ve found someone cheaper.”
Luke: “Ouch!’
What The Owner Didn’t Know
Sure, Luke may have been $50 more expensive than the next supplier, but the new owner didn’t know or consider the big 2 factors:
- That Luke and his team did a great job
- That Luke’s business headquarters was literally 30 metres away from the coffee shop, and Luke and his staff of 28 would easily spend $40,000 a year at the coffee shop. And that stopped the next day.
The new owner was working by the numbers, not realising that by saving himself $50, he cost himself $40,000 + in annual recurring revenue.
Cheers
