Sell The Sizzle

Reprinted from the July 2004 Bane-Clene® Clene-TimesMake your carpet cleaning marketing sizzle

Elmer Wheeler made a fortune with the slogan, "Don’t sell the steak; sell the sizzle." For example, the manufacturer of drill bits found that selling a round hole was the key to more sales. Customers are motivated by different things. If you want to make friends with a horse, give him an apple. Give a dog some meat. But it won’t work the other way around.

Customers are interested in clean floors, carpets and furniture. In your sales presentation, make sure to mention "external extraction"® and tell the prospect about the benefits of removing soil, waste water and foul-smelling air from the building.

Point out that your process leaves the carpet soft and residue free so it will not attract and hold dirt. Mention that you do not bring heavy, cumbersome equipment into the home where it may damage paint, wallpaper and furnishings.

Don’t forget to stress safety. You don’t generate carbon monoxide and you use gentle and safe pressures and temperatures. If a prospect has questions you can’t answer, invite them to visit

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