|
Did You Know?
50% of all illnesses are either caused by or
aggravated by, polluted indoor air.
(American College of Allergists)
1 out of 6 people who suffer from allergies
do so because of the direct relationship to
the fungi and bacteria in the AIR DUCT
SYSTEM.
(Total Health Magazine)
The levels of some hazardous pollutants in
indoor air has been found to be up to 70
times more polluted than outdoor air. (EPA)
People spend 60% to 90% of their time
indoors.
(American Lung Association)
More than 50 million Americans suffer from
allergies.
10-12 million American suffer from Asthma.
(American College of Allergists)
|
Request a Free
Estimate
|
Don't Be a Victim!
“How
come you guys are so expensive? I’m
looking at a coupon right now and this
company’s offering to do the same work for
less than half of Clean Air
America’s price!”
Dear Friends,
I’ve lost count of the number of times I’ve
heard these words on the phone!
Well-meaning homeowners, about to be
suckered by the oldest con in the world! An
advertisement with a price that’s too good
to be true, offered by a predatory business
owner looking for an easy mark!
Strong words? You bet they are, and for good
reason. There’s not a week that goes by that
I don’t receive a phone call from someone
who has been taken by these kinds of
promotions. Not for pocket change, but for
hundreds and hundreds of dollars.
I’ve prepared this report, to inform you
about how this shameful practice works and
hope it will make you a more savvy consumer.
Feel free to call me anytime with questions
or comments.
Dan Branisel
President – Clean Air America
Bait & Switch -
“Oh the Tangled
Web,”
Bait advertising
is an alluring but fraudulent offer to
sell a service which the advertiser has
no intention of providing. The primary
aim of a bait advertisement is to obtain
leads as to persons interested in the
service offered. The “Bait” is a low
price that they have no intention of
honoring.
|
It’s the oldest
trick in sales, and a lot easier
to recognize if you understand
the forces at work when you see
it.
To begin, we’ll
take a brief look at the three
ethical steps every service
owner might take to sell his/her
services to a prospect and, over
time, build a successful
business.
The next section is a detailed
look at the four carefully
designed steps in the Bait &
Switch as well as two specific
examples of how the salesman (
technician ) works the plan.
Let’s begin by looking at how a
legitimate service company
conducts their business.
|
 |
The Ethical Way!
Every
business needs prospects - people
who are interested in a their
service but still need more
information before they make a
decision to buy. While large
companies like Coke, Ford and
Frito-Lay can use television and
radio to tell their story, most
small service companies must try to
master the three-step marketing
skills of “Prospect, Demonstrate and
Sell!
|
It takes time and effort, but
has proven to be the best way to
grow!
|
 |
Every Service Business Has A Need
-
Finding Someone to Talk To!
AAA Duct
Cleaning has his Sales Presentation
buffed-up and smooth. The brochures
are done and the equipment’s cleaned
up and ready to go. The problem?
There’s knowone to talk to! AAA’s
owner wonders how he’s going to make
any money if he can’t find anyone to
sell his duct cleaning services.
Then he has an idea! “Why don’t I
just lie about the price! I’ll
convince people they can get
something for nothing, get into
their home then up-sell them with a
whole list of extra’s!
This is how Mr. AAA Duct Cleaning
gets hooked on the “Bait & Switch.”
He skips over the harder steps of
building a business with the allure
of the quick-buck!” It’s no longer
about quality, reputation,
professional service or satisfied
customers... it’s just about finding
the suckers! How do things change?
READ ON!
 |
The Bait!
All of the ads on the right
have one thing in common -
they are “BAIT” Each one
lists a price that has no
connection with reality.
The only purpose of these
ads is to get you to call
and identify yourself as a
prospect. The person who
answers the phone will be
very helpful and friendly,
but they have just one goal
-
TO GET A SALESMAN
INTO YOUR HOUSE!
They will confirm the ad
price, promise you there are
no other charges .. just
what you want to hear! But
beware, you have now opened
your home to a person
trained in the art of taking
your money! And here’s how
it works!
The
“Inspection!”
My name is Tom and I’ll be
doing your duct cleaning
today! While we set up, I’ll
need to go through your home
to inspect the system. Could
you OK this authorization
for me?”
Tom wanders through the
house counting registers and
then returns with the
following story.
“Mrs. Johnson, we do have
several areas of concern
that you’ll no-doubt want to
have completed while we’re
here! Since I know you’ve
taken time off of work to
have this service done, it
will be best for us to get
everything completed today!
Let’s have a look at the
items I’ve marked here on
the inspection form.”
Now the real show begins!
The Switch!
The Authorization is, in
fact, an “add-on” list with
all the things that should
have been included in the
first place.
The friendly duct cleaner
will now inform you that
there are Extra vents
needing to be cleaned, and
Additional Returns will cost
more.
The Feeder ducts need to be
done, the Access Panel also
has a charge and the Blower
Motor isn’t looking to good
and will be an additional
fee.
Now you’re looking at a
total price of $500 - $1,000
for the job. But grab your
wallet - it gets worse!
Now it’s time for the
“Beat-Down!”
|
 |
 |
The Beat Down
While the saleman was performing
an “Inspection” the helper was
getting the equipment set-up,
making it very difficult for you
to ask them to stop.
The estimate below was given to
me by one or our customers. This
is a carpet cleaner offering a
“Whole House Duct Clean” for
$89.00. Look at the total -
$1,009.75!
When the customer said no, the
tech called the “Boss” at his
office. He said what a nice lady
she was and asked if they
couldn’t, “Find some way to give
her a discount?”
The “Boss” and salesman argued
for a few minutes and,
unbelievably, offered to do the
entire job for just $450. When
she insisted they get out of her
house, the now very un-friendly
man demanded a $60.00 estimating
fee before he would leave.
This is exactly how the system
works. Every step is planned and
rehearsed, and then the customer
is expected to feel like they
received a great deal with the
“Discount” offered by the
salesman.
|
 |
So, What can you
do about it!
Is there a company working the Bait &
Switch in your area? Call the Attorney
General’s office and Better Business
Bureau. Is a department store running
these ads? Call customer service and
complain. It’s OK to get mad and protest
about being lied to!
Fraudulent advertising hurts everyone,
but especially the honest contractor
who’s providing excellent service at a
fair price. Review the four steps, and
keep a watchful eye. The “Bait & Switch”
is being used every day by carpet
cleaners and air duct cleaners! Here’s
another example and a final word.
These are not
isolated occurances! Companies all over
America, including well known department
stores are cheating their own customers
with this cheap tactic. Even more
disheartening is the fact that many
people never complain because they’re
too embarrased about being taken.
If you’d like to know more about how to
combat the “Bait & Switch” artists,
visit the -
“15 Things to Demand From An Air Duct
Cleaning Company!” section.
This convenient check-list gives you
questions to ask the companies your
considering before you let them into
your home. See our “Resource Center” to
download!
|
|
