Page 46
                                                             Exhibit 10(iii)A(3)


            ASPIRATION ACHIEVEMENT INCENTIVE AWARD AGREEMENT
                             FOR EXECUTIVE OFFICERS



         THIS AGREEMENT,  made as of the 22nd day of September, 1998 (the "Grant
Date"),  between  NATIONAL  SERVICE  INDUSTRIES,  INC.,  a Delaware  corporation
("NSI"),  and NSI  SERVICES,  L.P.  (GA), a  Subsidiary  of NSI  (together,  the
"Company"), and [Grantee] (the "Grantee").

         WHEREAS,  NSI  has  adopted  the  National  Service  Industries,   Inc.
Long-Term Achievement Incentive Plan (the "Plan") in order to provide additional
incentives to certain  officers and key  employees of NSI and its  Subsidiaries;
and

         WHEREAS,  the Committee  responsible for administration of the Plan has
determined to grant to the Grantee an Aspiration  Achievement Incentive Award as
provided herein.

         NOW, THEREFORE, the parties hereto agree as follows:

         1.       Grant of Aspiration Award.

                  1.1 The Company  hereby  grants to the  Grantee an  Aspiration
Achievement  Incentive  Award (the  "Award"),  which has a value  determined  as
provided in Section 2 below based upon the performance of the Operations  during
the Performance  Cycle from September 1, 1998 to August 31, 2001. As provided in
the Plan,  Grantee's  right to payment of this Award is dependent upon Grantee's
continued  employment in Grantee's  current  position with the Company,  or in a
position with  responsibilities  of  substantially  similar value to the Company
during the Performance  Cycle.  Under certain  circumstances as described below,
Grantee  may be entitled  to receive  payment  for some  portion of the Award if
Grantee's employment terminates prior to the end of the Performance Cycle.

                  1.2 The Grantee hereby  acknowledges  receipt of a copy of the
Plan and  agrees  to be bound by all the  terms  and  provisions  thereof.  This
Agreement shall be construed in accordance  with, and subject to, the provisions
of the Plan (the provisions of which are hereby  incorporated by reference) and,
except as otherwise  expressly set forth herein,  the capitalized  terms used in
this Agreement shall have the same definitions as set forth in the Plan.

         2.       Performance Measure and Performance Levels.

                  The Committee has  established  the  performance  measure (the
"Performance Measure"), and award and performance levels set forth in Appendix A
attached  hereto.  The chart in Appendix A specifies  a  Commitment  performance

                                                                         Page 47
                                                             Exhibit 10(iii)A(3)


level,  at  which  the  Commitment  Level  Award  will be  paid,  an  Aspiration
performance level, at or above which an Aspiration Level Award will be paid, and
a threshold  performance  level, at which a minimum incentive award will be paid
and below which no award will be paid. For each level of performance at or above
the  threshold  performance  level  through the  Aspiration  performance  level,
Grantee  will  receive  an award  determined  in  accordance  with the chart and
formulae set forth in Appendix A. The terms used in determining  the Performance
Measure are defined in Appendix B.

         3.       Determination of Aspiration Award.

                  3.1 Determination  Notice.  Subject to Section 3.2, as soon as
practical  following the last day of the Performance  Cycle,  the Committee will
determine, in accordance with Section 7(c) of the Plan, the performance level of
NSI with  respect to the  Performance  Measure for the  Performance  Cycle.  The
Committee  may  in  determining  the  performance  level  with  respect  to  the
Performance  Measure adjust NSI's financial results for the Performance Cycle to
exclude the effect of unusual  charges or income items which are  distortive  of
financial  results for the  Performance  Cycle;  provided,  that, in determining
financial  results,  items whose exclusion from  consideration will increase the
performance  level  of NSI  shall  only  have  their  effects  excluded  if they
constitute  "extraordinary items" under generally accepted accounting principles
and all such items  shall be  excluded.  The  Committee  shall  also  adjust the
performance  calculations  to  exclude  the  unanticipated  effect on  financial
results  of  changes  in the  Code,  or  other  tax  laws,  and the  regulations
thereunder.  The Committee shall also exclude from  consideration  the effect on
financial  performance of each of the following events or items where the result
of excluding the particular  event or item is to increase the performance  level
of NSI: (i) an acquisition  or a divestiture  involving more than $10 million in
net worth or $25  million in  business  revenues;  (ii) an equity  restructuring
involving more than $1 million;  (iii) asset impairment  charges  involving more
than  $1  million  and  restructuring  costs  involving  more  than  $1  million
associated  with  facility  closings or reduction  in  employment  levels;  (iv)
changes in accounting  treatment or rules  involving  more than $1 million.  The
Committee may decrease the amount of the Award otherwise  payable to Grantee if,
in the Committee's  view, such adjustment is necessary or desirable,  regardless
of the extent to which the Performance Measure has been achieved.  The Committee
may establish such guidelines and procedures for reducing the amount of an Award
as it deems appropriate.

                  The  Company  will  notify the Grantee  (or the  executors  or
administrators  of  the  Grantee's  estate,  if  applicable)  of the Committee's
determination  (the "Determination  Notice").  The  Determination  Notice  shall
specify the performance level of the Operations with respect to the Performance
Measure for the Performance Cycle and the amount of Award (if any) Grantee  will
be  entitled  to  receive.  Unless  the  Committee determines  otherwise  at the
time  the  Award  is  paid and  except  as  otherwise provided in the event of a
Change in Control,  the  amount  Grantee  is  entitled  to  receive will be paid
one-half in cash and one-half in Shares. The Shares will be valued at their Fair

Page 48
                                                             Exhibit 10(iii)A(3)


Market Value as of the last day of the Performance  Cycle. Except in the case of
a Change in Control, the Committee may, in its discretion, attach  restrictions,
terms, and conditions to the Shares issued as part of the Award.

                  3.2  Significant  Corporate  Events.  If, during a Performance
Cycle,  NSI  consummates an acquisition or disposition  that (i) involves assets
whose  value  equals or exceeds  20% of the total  value of NSI's  assets,  (ii)
represents  a part of the  business  whose  revenues  equal or exceed 20% of the
total of NSI's revenues,  or (iii) causes a material  restructuring  of NSI, the
following rules shall apply:

                           (a) If  the  transaction  is  consummated  during the
first year of  the Performance  Cycle, the  Performance Cycle and the  Grantee's
outstanding Award will be terminated with no payout  and a new Performance Cycle
containing a new Award will be started.

                           (b) If the transaction is consummated after the first
year of the Performance Cycle, the Performance
Cycle will end and the  outstanding  Award will be determined  and paid at NSI's
actual  performance  level to such date,  taking into  account  the  adjustments
provided for in Section 3.1 above and using prorated  performance  levels of the
Performance  Measure to reflect  the portion of the  Performance  Cycle that had
elapsed  as of the  date of  consummation  of the  acquisition  or  disposition.
Payment of the Award will be made as soon as practical after it is determined. A
new  Performance  Cycle will be started  to cover the  period  remaining  in the
initial  Performance  Cycle or, if that result is not  practical,  the Committee
will make an appropriate  adjustment to reflect the premature termination of the
initial Performance Cycle.

                           If, during a Performance  Cycle,  NSI  consummates an
acquisition or disposition  that is not covered  by the special   provisions  of
this  Section  3.2,  the  financial  effects of  such acquisition or disposition
shall be handled as provided in Section 3.1.

                           Any actions  under this Section 3.2 shall be taken in
accordance with the requirements of Code Section
162(m) and the regulations thereunder.

         4.       Termination of Employment.

                  4.1 In General.  Except as provided in Sections  4.2, 4.3, and
4.4  below,  in the event  that the  Grantee's  employment  terminates  during a
Performance Cycle, all unearned Aspiration Awards shall be immediately forfeited
by the Grantee.

                  4.2  Termination  of Employment Due to Death,  Disability,  or
Retirement.  In the event the  employment of the Grantee is terminated by reason
of death or Disability during a Performance Cycle, the Grantee shall be entitled
to a prorated  payout with respect to the unearned  Award.  The prorated  payout
shall be  determined  by the  Committee  based  upon the length of time that the
Grantee was actively  employed during the Performance Cycle relative to the full

                                                                         Page 49
                                                             Exhibit 10(iii)A(3)


length of the Performance  Cycle;  provided,  that payment shall only be made to
the extent at the end of the Performance  Cycle the Award would have been earned
based upon the performance level achieved for the Performance Cycle (taking into
account  the  adjustment  provisions  and other  rules in Section 3 above);  and
provided,  further,  that the  performance  level used to determine the prorated
award cannot exceed 200% of the Commitment performance level.

                           In the event of Grantee's Retirement (on or after age
65), the full Award shall  continue  to be eligible for payout at the end of the
Performance  Cycle,  just as if Grantee  had remained employed for the remainder
of  the  Performance  Cycle  (including if the Grantee dies after Retirement but
before the end of the Performance  Cycle).  At the end of the Performance Cycle,
the  Committee  shall  make its  determination in the same manner as provided in
Section 3.

                           Payment of earned  Awards to  Grantee in the event of
termination  due to death,  Disability,  or Retirement shall be made at the same
time  payments  would be made to Grantee if Grantee did not terminate employment
during the Performance Cycle.

                  4.3  Change  In  Control.  Notwithstanding  anything  in  this
Agreement to the contrary,  if a Change in Control occurs during the Performance
Cycle,  then the Grantee's Award shall be determined for the  Performance  Cycle
then in progress as though the Performance Cycle had ended as of the date of the
Change in Control and the outstanding Award will be paid at the Commitment Level
Award or the actual  performance  level to such date (using,  for such  purpose,
prorated performance levels of the Performance Measure to reflect the portion of
the Performance Cycle that has elapsed as of the date of the Change in Control),
whichever provides the greater payment.  The Award determined in accordance with
the  preceding  sentence  shall be fully vested and payable  immediately  to the
Grantee.  The  Committee  shall  determine  the  amount of the Award  under this
Section 4.3, subject to the terms of this section, and no downward adjustment of
the Award which would result in reduction of the Award by more than 50% shall be
permitted.  The Award will be paid in full in cash, unless the Grantee elects to
receive one-half of the Award in Shares.  For purposes of determining the number
of Shares to be paid to the  Grantee  under this  Section  4.3,  the Fair Market
Value of a Share shall be  determined  by taking the average  closing  price per
share for the last twenty (20)  trading  days prior to the  commencement  of the
offer, transaction, or other event which resulted in a Change in Control.

                  4.4   Termination   Without  Cause.  In  the  event  Grantee's
employment  is  terminated  by the Company  without Cause more than one (1) year
after  the  commencement  of the  Performance  Cycle and prior to the end of the
Performance  Cycle,  the Grantee  shall be entitled to a prorated  payout of the
Award  based  upon the length of time that the  Grantee  was  actively  employed
during the  Performance  Cycle  relative to the full  length of the  Performance
Cycle; provided, that payment shall be made only to the extent at the end of the
Performance  Cycle the Award would have been earned  based upon the  performance

Page 50
                                                             Exhibit 10(iii)A(3)


level achieved during the Performance  Cycle (taking into account the adjustment
provisions and other rules in Section 3 above); and provided,  further, that the
performance level used to determine the prorated award cannot exceed 200% of the
Commitment  performance level. Payment shall be made to Grantee at the same time
as if Grantee had not terminated employment during the Performance Cycle.

         5.       No Right to Continued Employment.

                  Nothing in this  Agreement or the Plan shall be interpreted to
confer upon the Grantee any rights with respect to  continuance of employment by
the Company,  nor shall this Agreement or the Plan interfere in any way with the
right of the Company to terminate the Grantee's employment at any time.

         6.       Nonassignment.

                  The  Grantee  shall  not have the right to  assign,  alienate,
pledge, transfer, or encumber any amounts due Grantee hereunder, and any attempt
to assign, alienate,  pledge, transfer, or encumber Grantee's rights or benefits
shall be null and void and not recognized by the Plan or the Company.

         7.       Modification of Agreement.

                  This  Agreement  may  be  modified,   amended,  suspended,  or
terminated,  and any terms or  conditions  may be waived,  but only by a written
instrument executed by the parties hereto.

         8.       Severability; Governing Law.

                  Should any  provision of this  Agreement be held by a court of
competent  jurisdiction  to be  unenforceable  or invalid  for any  reason,  the
remaining provisions of this Agreement shall not be affected by such holding and
shall continue in full force in accordance with their terms.

                  The validity, interpretation, construction, and performance of
this  Agreement  shall be governed by the laws of the State of Delaware  without
giving effect to the conflicts of laws principles thereof.

         9.       Successors in Interest.

                  This  Agreement  shall  inure to the benefit of and be binding
upon any successor to the Company.  All obligations imposed upon the Grantee and
all rights granted to the Company under this Agreement shall be binding upon the
Grantee's heirs, executors, and administrators.

                                                                         Page 51
                                                             Exhibit 10(iii)A(3)


         10.      Resolution of Disputes.

                  Any dispute or  disagreement  which may arise  under,  or as a
result  of,  or in any way  relate  to,  the  interpretation,  construction,  or
application  of  this  Agreement  shall  be  determined  by the  Committee.  Any
determination  made  hereunder  shall be final,  binding,  and conclusive on the
Grantee and the Company for all purposes.

         11.      Withholding of Taxes.

                  The  Company  shall  have the right to deduct  from any amount
payable under this Agreement,  an amount equal to the federal,  state, and local
income  taxes and other  amounts as may be required  by law to be withheld  (the
"Withholding  Taxes") with respect to any such amount. In satisfaction of all or
part of the Withholding Taxes, the Grantee may make a written election (the "Tax
Election"),  which may be accepted or rejected in the discretion of the Company,
to have  withheld a portion of the Shares  issuable to him or her pursuant to an
Award, having an aggregate Fair Market Value equal to the Withholding Taxes.

         12.      Shareholder Approval.

                  The  effectiveness  of this  Agreement and of the grant of the
Award pursuant hereto is subject to the approval of the Plan by the stockholders
of NSI in accordance with the terms of the Plan.

                                            NATIONAL SERVICE INDUSTRIES, INC.



                                            By:
                                            JAMES S. BALLOUN
                                            Chairman, President and 
                                            Chief Executive Officer



                                            NSI SERVICES, L.P. (GA), Subsidiary



                                            By:
                                            JAMES S. BALLOUN
                                            Chairman, President and 
                                            Chief Executive Officer




                                            Name of Grantee:  [Grantee]


Page 52
                                                             Exhibit 10(iii)A(3)

                                                                   Appendix A(1)

Aspiration Award Program Illustration - FY 1999-2001

Name:           James S. Balloun                        Division:      Corporate
Position:       Chairman & Chief Executive Officer
Salary:         $800,000

                                                  Achievement Level
                                      Threshold       Commitment      Aspiration
FY99-01 Economic Profit ($000,000)    **              **              **
Individual AAI Opportunity            $100,000        $400,000        $2,000,000


Aspiration Award Program Opportunity

The following graph depicts the potential incentive award that would be paid out
at different levels of NSI cumulative  economic profit,  including:  a Threshold
performance level; a Commitment performance level; and an Aspiration performance
level.


                                                          Individual
                                                          Aspiration
Economic Profit (000,000)                                 Award

Threshold**                                               $  100,000

Commitment**                                              $  400,000

Aspiration**                                              $2,000,000


**Confidential  information  has been  omitted  and  filed  separately  with the
Securities and Exchange Commission.




                                                                         Page 53
                                                             Exhibit 10(iii)A(3)

                                                                   Appendix A(2)

Aspiration Award Program Illustration - FY 1999-2001

Name:           Brock A. Hattox                        Division:       Corporate
Position:       EVP, Chief Financial Officer
Salary:               $380,000

                                                  Achievement Level
                                      Threshold       Commitment      Aspiration
FY99-01 Economic Profit ($000,000)    **              **              **
Individual AAI Opportunity            $45,600         $182,400        $912,000


Aspiration Award Program Opportunity

The following graph depicts the potential incentive award that would be paid out
at different levels of NSI cumulative  economic profit,  including:  a Threshold
performance level; a Commitment performance level; and an Aspiration performance
level.


                                                          Individual
                                                          Aspiration
Economic Profit (000,000)                                 Award

Threshold**                                               $ 45,600

Commitment**                                              $182,400

Aspiration**                                              $912,000


**Confidential  information  has been  omitted  and  filed  separately  with the
Securities and Exchange Commission.




Page 54
                                                             Exhibit 10(iii)A(3)

                                                                   Appendix A(3)

Aspiration Award Program Illustration - FY 1999-2001

Name:           David Levy                             Division:       Corporate
Position:       EVP, Administration & Counsel
Salary:         $365,000

                                                  Achievement Level
                                      Threshold       Commitment      Aspiration
FY99-01 Economic Profit ($000,000)    **              **              **
Individual AAI Opportunity            $43,800         $175,200        $876,000


Aspiration Award Program Opportunity

The following graph depicts the potential incentive award that would be paid out
at different levels of NSI cumulative  economic profit,  including:  a Threshold
performance level; a Commitment performance level; and an Aspiration performance
level.


                                                          Individual
                                                          Aspiration
Economic Profit (000,000)                                 Award

Threshold**                                               $ 43,800

Commitment**                                              $175,200

Aspiration**                                              $876,000


**Confidential  information  has been  omitted  and  filed  separately  with the
Securities and Exchange Commission.




                                                                         Page 55
                                                             Exhibit 10(iii)A(3)

                                                                   Appendix A(4)

Aspiration Award Program Illustration - FY 1999-2001

Name:           Stewart A. Searle                       Division:      Corporate
Position:       SVP, Corporate Development
Salary:         $240,000

                                                  Achievement Level
                                      Threshold       Commitment      Aspiration
FY99-01 Economic Profit ($000,000)    **              **              **
Individual AAI Opportunity            $28,800         $115,200        $576,000


Aspiration Award Program Opportunity

The following graph depicts the potential incentive award that would be paid out
at different levels of NSI cumulative  economic profit,  including:  a Threshold
performance level; a Commitment performance level; and an Aspiration performance
level.


                                                          Individual
                                                          Aspiration
Economic Profit (000,000)                                 Award

Threshold**                                               $ 28,800

Commitment**                                              $115,200

Aspiration**                                              $576,000


**Confidential  information  has been  omitted  and  filed  separately  with the
Securities and Exchange Commission.


Page 56
                                                             Exhibit 10(iii)A(3)

                                   Appendix B

                             Aspiration Achievement
                                 Incentive Award
                               Performance Measure


PERFORMANCE MEASURE                DEFINITION


Economic Profit           Sum of the annual economic profits for the performance
                          cycle.  Annual  economic profit shall be determined as
                          follows:   Adjusted  After-Tax  Profits  (AATP)  minus
                          [Average Invested  Capital  times the Weighted Average
                          Cost of Capital (WACC)]


RELATED TERMS                      DEFINITION


Average Invested Capital
                          Average of the average beginning  and  ending Invested
                          Capital balances each month.

Adjusted After-Tax
Profit (AATP)             Adjusted Pre-Tax Profit minus Book Income Taxes.

Adjusted Pre-Tax 
Profit (APTP)
                          Income before provision for income taxes plus interest
                          expense plus implied interest on capitalized operating
                          leases.

Book Income Taxes         Reported tax rate (determined by dividing the
                          provision  for  income taxes by the income before  the
                          provision for income taxes, as reported in NSI's
                          annual financial statements) applied to APTP.

Invested Capital          [Total assets plus capitalized operating leases, less
                          short and long-term investment in tax benefits]  less
                          [non-interest bearing liabilities except for self
                          insurance reserves and deferred tax credits relating
                          to the safe harbor lease].

Weighted Average
Cost of Capital (WACC)    Ten percent(10%) will be the WACC for the Performance
                          Cycle ending August 31, 2001.