In the cleaning industry, much consumer discontent can be traced to advertising. Ads in the yellow pages feature big, ugly dust mites and warnings about your carpet being ruined. In their zeal to degrade the competition, cleaners place ads about shrinkage, mold and mildew caused by the "other" methods. Anything that reaches the consumer should never be negative.
"Bait and Switch" tactics do more harm to carpet sales than inferior equipment, bad chemicals or untrained operators. It's pretty hard to hurt the carpet the mills are making today! But one bad experience by the consumer with someone who advertises $5.95 a room and then cheats them out of hundreds of dollars, can cause them to hate carpet and never buy another one.
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