Saturday, October 31, 2009

SOD Alarm

If you’re sick—or worried about getting sick—you’re probably not all that sensitive to price.

But what if you’re worried about a tree?

I happen to have a black oak tree, but where I live, we’re in the midst of a decade-long battle with Sudden Oak Death (SOD).

While some of my neighbors have been losing their oak trees, mine is okay—so far. But the thing about Sudden Oak Death is, well, it’s

sudden. That’s why I’ve been hiring Bartlett Tree Experts to spray it twice a year with a substance thought to help prevent the disease.

This year, the local Bartlett office sent this to me in the mail…

The letter also came with a three page proposal for me to fill out and sign.

This doesn’t seem very customer friendly at all. It even looks alarming. Note how the letter says, “This is not an invoice” and warns that

November 6 is somehow a firm deadline. I mean, what happens if I call them on November 7—are they not going to treat my tree next year?

Personally, I think Bartlett could have gotten a lot more mileage out of what I call “the assumptive sale”—communicating in a way that assumes that the customer really wants what you’re selling. After all, these treatments aren’t all that expensive ($95 twice a year).

I realize they probably can’t treat my tree without a signed authorization, but a more friendly customer “courtesy reminder” may work far better at getting people to renew their tree services.

On the other hand, Bartlett Tree Experts has been at this for more than 100 years, so they probably know what they’re doing.

But in case they don’t, is anyone interested in some free wood?

Posted by Richard Bloch

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