Another way to start charging for services is doing it based on the value of the product. You can encourage customers to buy a higher quantity or a more expensive piece of equipment by charging less for delivery and setup as the sale price gets larger, ultimately offering free service with a very large purchase. It is simple; the more they buy, the more they get for free.
VOICE YOUR WORTH
If after calculating costs and factoring them into your margins you still
want to offer the value-added services for free, at least inform your customer of their specific
value. In this industry, dealers often do things for people just because they care. Do it,
but tell the customer what it costs your business to do so.
Each time you provide a free service and do not notify the customer what it costs you, the customer sees no value in that service. In your advertising, conversations and even when a customer calls for a price quote, tell them the services you provide for free and what they would cost if charged for. This information can also be included on sales receipts or invoices.
By showing the potential cost of the service to the customer, they see the added value in purchasing from you verses another dealer who may not provide it free of charge.
Everything you do has a value, and if you do not voice it, how does the customer know how much that was worth? As far as they care, it wasn't worth anything. Meanwhile, it costs you the dealer every time you do it. In the process of retailing outdoor power equipment, the dealer is invaluable and the customer's realization of this keeps him loyal.