Re: Brinks Home Security Fraud

[Joe <spam@xxxxxxxxx>]

Jim wrote:

>
> I would have treated this customer the same as you did, under those
> circumstances but not because I'd expect her to give me more referrals
> or have a better "feeling" about me.  As a result of being in business
> so long, I've got a good percentage of "older" customers that I do
> "gratis" things for and not because I expect anything back from doing
> it ...... either.
>
> However, as magnanimous as it sounds when you say or write
> it, .........
> practically, ..... your " $1.00 equals $1,000.00 .... so that you
> don't have to charge for service and you get more referrals and good
> will "   .... is Polyanna thinking..... which is something you're
> prone to do.
>
> You are actually leaving thousands of dollars on the table that your
> customers would be more than happy to pay BECAUSE of the good serivice
> and follow up you do. You've only got the "notion" that you are
> getting more referrals and good will. This is something that you seem
> to be prone to doing. It's simply a "feelgood" reaction that you're
> having and has nothing to do with whether  you actually DO get MORE
> referrals than anyone else who gives good service and DOES charge for
> service. It may make you FEEL like you're going the extra mile so you
> must be getting more out of it, but it just isn't practical from a
> business point of view. You don't seem to understand that even if you
> DID charge for service, and you also gave GOOD conscientious service
> and "threw in" those little extras while you were on a service call
> ( like not charging for a switch or a part, but did charge for the
> service call) that people actually EXPECT to pay you for your time and
> would be just as grateful and would refer you just as much as you're
> getting now. People are actually grateful to HAVE someone that they
> can count on to be there when they need help.They wouldn't be any less
> exuberant about you at all and are glad to pay for good service.
>
> By doing what you do, you are actually doing the very same thing that
> you complain about the Nationals doing.  You are demeaning the value
> of what you do, what you know, your expertise and also what all alarm
> companys do. You don't tell your customers that they are paying for
> the "free" service up front. Just like the "feebee" companys, you
> devalue what you know and your skills by giving it away for what the
> consumer sees as NOTHING!
> And if ya get it for nothing ........ it's worth nothing. Free is
> Free!
>
> I can just see your customers when ever you do everything for them for
> free. They just look at each other, raise their eyebrows, shake their
> head and shrug their shoulders ....... thinking ..... wellll
> aaalllllright ..... coool .... I don't have to pay .... But would have
> thought none the worse if you'd have said    .... "$75.00 for the
> call". And occasionally, "the parts are on me", or throw in a battery
> or whatever.
>
>  So instead of the feeling you THINK they have, they're
> thinking ...... How stupid is this guy? Well, hell, if he doesn't want
> to charge ..... thats ok with me! Hey Charlie, ya wanna good alarm
> company? THIS guy doesn't charge for service! How come? Hell Idono,
> but ya may as well take advantage of it while it lasts .... it's
> FREE .... isn't it?
>
>
> Do you really think that they'd not refer you to someone else if you
> charged for service calls? The answer is no. As I say, it has nothing
> to do with how your customers react. You giving free service only has
> to do with how it makes YOU ** FEEL** And thats not good business, if
> for no other reason than it's not a good return on investment.
>
> They're going to refer you whether you charge for service or not. Who
> the hell else are they going to refer someone to?  They've only got
> you for an alarm company. Jeeeeeze!
>
> I don't advertise. I have an unlisted telephone number. I haven't
> bought a box of business cards in so many years, I can't remember. I
> get approximately 2 to 4 referrals every week while I also get $95.00
> per call. ( recently raised in anticipation of everything going up in
> the near future and to cover the cost of fuel)
> You're leaving THOUSANDS behind by not charging for service, in
> addition to devauling your company when a buyer sees that they have to
> give free service and that you've only got one month long contracts.
>
> Sure, I can understand that you've got another source of income and
> that this policy works for you, but it certainly isn't practical and
> obviously hasn't, isn't and won't become a way of doing business in
> this trade, in spite of your fanciful dreams, and speculations that
> you make in this group.
>
> What you do makes no business sense at all and its all only because it
> makes YOU feel good because you think your customers will like you
> better. What the hell is that?  A self esteem problem  or what?  "LIKE
> ME, LIKE ME. See what a nice guy I am? While your customers are
> thinking .... Stupid, stupid, take advantage while I can.

gotta agree with you there, Jimbo.