The F.R.A.P. Formula
These four levers already exist in your business. You just have to put them to work through strategic thinking and simple systems.
Frequency
Maximize Customer Engagement
Boost how often your existing customers purchase from you. It's simple: encourage customers to buy multiple times throughout the year, and offer them incentives to do so.
Real example: In our cleaning company, we sent emails three times a year to recurring clients inviting them to upgrade to a Deep Clean or Spring Cleaning. These campaigns added thousands to our monthly schedule — at zero extra cost.
Key Strategies
- →Seasonal upgrade campaigns to recurring clients
- →Simple scripts for office/field staff to suggest add-on services
- →Discounted rates during slow seasons to fill the calendar
- →Email sequences that keep you top-of-mind
Referrals
Harness the Power of Word-of-Mouth
People trust recommendations from those they know more than any other form of marketing. Referrals are the most powerful and profitable lead source in existence.
Real example: We lost count of how many customers came back after initially balking at our prices — all because of consistent follow-up and stellar reviews. More than half of our competition wasn't even answering their phones.
Key Strategies
- →Referral seeding: ask every new lead for referrals before hanging up
- →Post-service follow-up with referral requests
- →Incentive programs for both referrer and referred
- →Build relationships with local community influencers
Average Ticket
Maximize Revenue Per Transaction
Bundle your services to increase the amount customers spend with you — without increasing advertising costs. This isn't about raising prices; it's about adding value.
Real example: A recent study showed companies that switched from one service option to three saw revenue increase by 75% in just one year. We doubled our revenue in 3 months using this exact approach.
Key Strategies
- →Good-Better-Best service packaging
- →Strategic upsells with high net profit margins
- →Complementary service bundles
- →Premium add-ons that 'wow' customers
Profit
Leverage Supply & Demand Pricing
Adjust your prices based on demand throughout the year. When you raise prices by 10%, your net profit doesn't just increase 10% — it can double or even triple.
Real example: If your net profit margin is 10% and you raise prices by 10%, your net profit on those jobs DOUBLES to 20%. Imagine keeping thousands more every year just by matching prices to demand.
Key Strategies
- →Peak season price increases of 10-20%
- →Off-peak discounts to maintain steady flow
- →Weekly marketing audits to cut wasted spend
- →Premium pricing justified by premium value
How Much Hidden Revenue Is In Your Business?
Take our free F.R.A.P. assessment and get a personalized breakdown of exactly where your untapped profit is hiding.
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