When a prospective customer would phone up I would say something such as:
"You have a choice of having your fine carpeting surface cleaned; or, having it Deep Cleaned. We only provide the Deep Cleaning which extracts maximum soils & residues. A Deep Cleaning lasts a lot longer and the results are a fluffier and more brighter carpet after we are finished. And, this is always a much better value for our clients.
But, you can always select a Surface Cleaning Cheaper if that is what you require"
The majority of the time, this seemed to help the prospective inquirer make a decision of understanding.
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The JAGUAR MX-2 ETM @ cross-american.com