A "Check Up" infer's that you're going to get some hands on TLC. You bring out the red carpet, put on the white gloves, and flip on the party lights. This should include TONS of great stuff (see a common list below) that just can't be automated (customize their browser, load their favorite program on startup, spend 5 minutes talking about their email spam and show them how to make a filter), and it should have more than one personal touch to how the service is performed so that people don't have a feeling like it's generic...GENERIC = BAD, no one remembers generic, they remember unique...be unique. Remember to charge a fair price for your time involved, and don't include too much into your flat rate service if you can't afford to pay yourself for the invested time to do a quality job.
Regular, scheduled, maintenance should be something like dSS, or using d7II's pre-built maintenance settings on their PC as part of a Plan you sell to them (subscription service, monthly, 3 months, etc.). It should be automated, and cost you virtually no time to do it (I suggest dSS).
WHATEVER you're doing, don't give one service the appearance that it's dwarfed by the other, unless you actually want to. My suggestion is lead a conversation with your premium offering, and don't even consider discussing the lowbie service until it looks like they may not buy, or flat out say no to your premium offering.
I always point out that a One time fix, will not "Fix" their issues. I lead a conversation based on the merits of the value of ongoing services. You'll have to develop your own way to handle your talk to convince someone to not just do a single one-off maintenance. I don't suggest you cut your prices to get the sale. Include value, price the value, re-price your service, and if someone buy's it great you've turned a profit. If you just cut prices so you make a sale easier, you're going to head down a one way street of pain.
I had a customer ask me what regular maintenance consisted of.
This is easy to avoid. Lots of people want to "know" what you do to their computer. You should always tell them. But how do you blurt out 4,000 different things that you're doing to their PC or that you may do, if it's needed?
Make a basic maintenance list, the most common things you do, and put it on a business card, flyer, on your website, and label it a special name for your "Super-Xide-Maintenance Service w/Electrolytes". It could go something like this...
* Removal of "Clutter" Files
* We Update your Common Software (Java, Adobe Reader, etc.)
* Required System Updates (Keeps bad stuff from getting in, and keeps your PC working)
* Tons of minor tweaks to maximize system performance (Defragging, Fewer Programs on Startup, etc.)
* Courtesy Virus Scan (Will notify you IMMEDIATELY of a serious infection, we'll clean the easy ones for FREE!)
* Diagnostic Report (Yours to keep)
* 10% off next XXXXXXXX-Maintenance Service Coupon Card after purchase
Now when they ask, hand them your card, flyer, etc. Now you're not stuck standing their talking for an hour while they debate the "merits" of whether or not they really need that XXXX-Maintenance Service, and you're moving on to the next job.
Have a go-to list for "HOT" upsells ready to go at a moments notice. This could be an AV product you're a reseller of, dSS, whatever. When you identify a problem from your Diagnostic Process (because you're running one on every PC that enters the shop...right?), you contact the client and offer to take care of the problem for $$$$$$, or offer them a monthly plan so they don't pay a lot of $$$ up front, but have a dependable, ongoing service. Package it how it works best for you, but I would always advise knowing exactly what you're able to sell, so that even if it's in a passing 30 second conversation you can say "Oh yeah we can fix that for $$$, and we can take care of that for you right now!".
Xide also pointed out another great strategy (one of my favorites), and I'm going to tweak it a bit for you. What may work for you, may not work for others.
When you give your client their Diagnostic Report, have an area available to fill in recommendations. Also leave an area next to each recommendation that requires their signature to sign off on denying the service, and that you have informed them of the "down-sides" of. Now they get to keep a written copy of why you recommended it, and you have some CYA in the event they come back one day and say "Oh but you never recommended that!", because you did and you have a signed copy stored on a .pdf on your computer. This isn't a scare tactic, or meant to force or even push people into a sale. This is purely about ensuring that your client understands that your recommendation is serious, and that there will be repercussions for ignoring it, and it won't be your fault. Obviously you don't make silly recommendations like "Buy a new computer from us, because yours is slow", or "You need a RAM upgrade". Your recommendations need to be packed with irrefutable evidence like "Our Diagnostic Report shows that your hard drive is showing signs of failure. Failure to create a copy of your data, and replace the hard drive, may result in permanent loss of your data. We recommend that you purchase our Super-Xide-DataRecovery Service for $$$$$$ to.....resolution here". Now it's in terms anyone should be able to understand without going all Tech lingo on them, they know it's serious, and they know you're offering to fix it for them, but if they say no, they know that you're recording that you warned them of the risks and you're not at fault/liable...again it's all about informing them, and CYA for you!
I want to expand on xide's #7 topic a bit. Marketing a "gift card".
Your goal, is to get them to come back (if you're not selling them a Plan that covers all of their needs, and getting a monthly payment, then what are you doing to get them to come back? Relying on your Awesomeness?). Here are some suggestions on how to get customers to feel great, and want to return
(It won't matter IF; your service isn't good, you don't answer your phone, run late, and all around can't talk to people)
* 6 month gift card % off a service
* Silver, Gold, Premium, Diamond, Elite (whatever), membership card for spending $$$ money, entitling them to $$$ off their next service (valid for 1 year), or a % off all services etc. Treat someone like they're part of an elite crowd, and they'll come back every time. I like to put a different phone # on the card, that is the 99% pickup rate phone #. You could use this to generate referrals too by handing them one for a friend, give them a Family Pack of cards, etc.
* "I O U" card, guaranteeing them a service for free (only given to someone who spends $$$ on a purchase)
I also want to point out one last fact. When you go to a retail store, and you are going to check out. How often do they try to sell you something else, directly or indirectly?
A Direct Up-sell would be "I'm glad we were able to take care of your PC today. Your purchase qualifies you for a 75% discount off of our personalized Home Backup Software (whatever you like selling), would you be interested? We will do the install for free, and perform regular updates for free if you schedule an appointment with us.
An Indirect Up-sell would be, having a "Add to Cart" favorite item when they checkout on your website offering that 75% discount if they add it to their order now, or having a rack of hard drives right at your cash register as they check-out with BIG Discount labels all over them, or ON SALE, HOT (lil jalapeno picture).
Wal-Mart makes a killing off of people as they check-out with those tiny little isles...a killing people. Why shouldn't you have a way to offer someone something else, right before you let them walk right out the door? Food for thought.