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Bait and Switch... it's Against the Law |
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How come you guys are so expensive? I’m looking at a coupon right now and this company’s offering to do the same work for less than half of Airwiz’ price!” |
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Dear Friends,
I’ve lost count of the number of times I’ve heard these words on the phone!
Well-meaning homeowners, about to be suckered by the oldest con in the world! An advertisement with a price that’s too good to be true, offered by a predatory business owner looking for an easy mark!
Strong words? You bet they are, and for good reason. There’s not a week that goes by that I don’t receive a phone call from someone who has been taken by these kinds of promotions. Not for pocket change, but for hundreds and hundreds of dollars.
I’ve prepared this report, to inform you about how this shameful practice works and hope it will make you a savvier consumer. Feel free to call me anytime with questions or comments.
Giuliano Cuete
President of Airwiz Clean Air |
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Bait & Switch - “Oh the Tangled Web,”
Bait advertising is an alluring but fraudulent offer to sell a service which the advertiser has no intention of providing. The primary aim of a bait advertisement is to obtain leads as to persons interested in the service offered. The “Bait” is a low price that they have no intention of honoring.
It’s the oldest trick in sales, and a lot easier to recognize if you understand the forces at work when you see it.
The next section is a detailed look at the four carefully designed steps in the Bait & Switch as well as two specific examples of how the salesman (technician) works the plan.
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The Bait!
All of the ads on the right have one thing in common - they are “BAIT” Each one lists a price that has no connection with reality.
The only purpose of these ads is to get you to call and identify yourself as a prospect. The person who answers the phone will be very helpful and friendly, but they have just one goal -
TO GET A SALESMAN INTO YOUR HOUSE!
They will confirm the ad price; promise you there are no other charges... just what you want to hear! But beware; you have now opened your home to a person trained in the art of taking your money! And here’s how it works!
The “Inspection!”
My name is Tom and I’ll be doing your duct cleaning today! While we set up, I’ll need to go through your home to inspect the system. Could you OK this authorization for me?”
Tom wanders through the house counting registers and then returns with the following story.
“Mrs. Johnson, we do have several areas of concern that you’ll no-doubt want to have completed while we’re here! Since I know you’ve taken time off of work to have this service done, it will be best for us to get everything completed today!
Let’s have a look at the items I’ve marked here on the inspection form.”
Now the real show begins!
The Switch!
The Authorization is, in fact, an “add-on” list with all the things that should have been included in the first place.
The friendly duct cleaner will now inform you that there are Extra vents needing to be cleaned, and Additional Returns will cost more.
The Feeder ducts need to be done, the Access Panel also has a charge and the Blower Motor isn’t looking to good and will be an additional fee.
Now you’re looking at a total price of $500 - $1,000 for the job. But grab your wallet - it gets worse!
Now it’s time for the “Beat-Down!” |
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The Beat Down
While the salesman was performing an “Inspection” the helper was getting the equipment set-up, making it very difficult for you to ask them to stop.
The estimate below was given to me by one or our customers. This is a carpet cleaner offering a “Whole House Duct Clean” for $89.00. Look at the total - $1,009.75!
When the customer said no, the tech called the “Boss” at his office. He said what a nice lady she was and asked if they couldn’t, “Find some way to give her a discount?”
The “Boss” and salesman argued for a few minutes and, unbelievably, offered to do the entire job for just $450. When she insisted they get out of her house, the now very un-friendly man demanded a $60.00 estimating fee before he would leave.
This is exactly how the system works. Every step is planned and rehearsed, and then the customer is expected to feel like they received a great deal with the “Discount” offered by the salesman. |
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So, what can you do about it!
Is there a company working the Bait & Switch in your area? Call the Attorney General’s office and Better Business Bureau. Is a department store running these ads? Call customer service and complain. It’s OK to get mad and protest about being lied to!
Fraudulent advertising hurts everyone, but especially the honest contractor who’s providing excellent service at a fair price. Review the four steps, and keep a watchful eye. The “Bait & Switch” is being used every day by carpet cleaners and air duct cleaners! Here’s another example and a final word.
These are not isolated occurrences! Companies all over America, including well known department stores are cheating their own customers with this cheap tactic. Even more disheartening is the fact that many people never complain because they’re too embarrassed about being taken or not even aware that they were victims of a scam.
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