CHURN For those who don't understand, it's cancellations. It's driving me nuts. I'm starting my 8th year in the business, and today, my mood is petty rotten. I just took 3 client cancellations this afternoon. It's too cold out to begin advertising, so I'm just sitting here watching my total customer count drop week after week when it should be increasing this time of year. Anyway, I'd give anything, do anything, to reduce this churn. I just pulled a report of my lawn mowing clients who have cancelled service since Labor Day of last year. As of today, 71 lawn mowing clients have canceled service during that time (just a little over 4 months). How long were these clients on my lawn mowing schedule before they canceled service??? A couple only stayed with me a couple of months. The most veteran client was with me for 78 months. The AVERAGE stay was 24.7 months. That's the overall average. Experience tells me I'll never hear from 99% of those clients again. Those homes are off limits until they move out and a new prospect moves in. I just think it's a psychology of the sale thing. I liken this to a barber you patronized for a long time. He never did anything wrong, but then you switch to another barber for a year or so. No reason, really, you had McDonalds barber shop and you wanted to try the new Burger King Barber shop. How would you feel walking back into the McDonald's barber shop later on after you esentially fired him...especially if there are DOZENS of other barber shops to choose from? Same thing kinda applies to us. At any rate, I'd give ANYTHING, do ANYTHING, to reduce my churn. So here's what I'm thinking: I am the most expensive in my area. I advertise $26.50 for most lawns. After sales tax, I'm banging their credit cards for $28.69 per mow. Most of my competitors don't bother with the sales tax, so when they advertise $25.00, that's the actual cost. When you compare $28.69 to $25.00, it's enough for some to consider canceling. But what if the client got a postcard advertising $26.50. Called to sign up, and was quoted $26.50 over the phone. Then received a welcome letter that also says the price is $26.50, plus sales tax. But then, when the credit card statement posts, the lawn company only charged $23.27 per mow. Do you call them to ask about the oddity? Do you complain about mowing in the rain? Do you complain about anything? Would you cancel unless you absolutely had to??? Would you even call them at all, for any reason, unless you absolutely had to??? You see, I can afford to reduce my price by $5 per mow, but ONLY if my churn gets reduced, and I, in turn, get to spend less on advertising and less of my time answering the phone to deal with cancellations and new sign ups and complaints and I want Th/Fr instead of Tuesday and all the other bull***t that I deal with every day. These phone calls eat a LOT of my time. What do you guys think? Do you think this covert "accidental" underpricing would reduce churn???? It would take years to conduct a measurable study of cancellations on these clients, and between now and then, I'm taking a huge pay cut and a huge gamble, but I'm probably gonna try it, at least on a few dozen new clients this spring. Any thoughts appreciated.