I my experience, when offering upgrades to lawn programs, most of my customers enthusiastically buy it. Yet there are many customers that "just want a nice looking lawn-not the best lawn on the block" and there are customers that "don't want a weed infested lawn". This is totally normal-there are levels of service people want.
Most sales books recommend offering upsells, like micros.
If you can tailor your service programs to offer both (with and without micros), take the extra upsell money and understand that those are your premium customers and in the future may want additional services/upsells. Treat these people like gold and ask these people for referrals!!!
Obama is so bad, Kenyans are accusing him of being born in the USA.