Marketing Overview

Pest Control Marketing - Understanding the 3 M's of Marketing

The basic foundation of any successful marketing program is a clear understanding of the 3 M's and how they relate to each other. Make sure you take the time to educate yourself in these 3 areas. Just because you open up a business doesn't mean new customers will just show up. You have to have a plan to attract them... and keep them for a long time. The most important part of your pest control business is the marketing of it. If you don't do that effectively, you won't have any customers... and that is a FACT!

The 3 M's of Marketing:
 

1. Message - This is what you want to say to your potential clients and customers. It is the message you are sending to your chosen market. This is your deal. Your message needs to be powerful, dynamic and compelling. This is what you are saying to someone that is going to convince them that YOU are the one they should be doing business with.

2. Market -These are the people you want to deliver your message to. These should be the people most likely to purchase your product or service... in this case, termite and/or pest control. You need to study your market and make sure you are delivering your message to the right market. Example: You would not want to spend a lot of money to send out a direct mail campaign selling termite control to a zip code and find out later that it consisted mostly of apartment dwellers. Why? Because renters don't purchase termite control. That is almost always left up to the owner of the structure. Make sense. I hope so.

3. Media - This is the vehicle you choose to deliver your message to your chosen market. Examples include the internet, yellow pages, radio, TV, newspaper, magazine, hand-out flyers, public speaking, etc. Media can be very expensive, so it is very important

Pest Control Marketing Question - How SERIOUS Are YOU About SELLING

With rare exceptions, small business owners and sales people just don't take selling nearly as seriously as they should.

And... because they don't... they lose sales. It's just a fact.

Let me ask you this: Do you have a sales presentation?

Is it written out?

Is it a powerful, compelling, dynamic, hypnotic, seductive, well-thought-out, scripted, proven presentation laid out in proper psychological sequence guaranteed to generate a YES answer?

Can you deliver it with conviction and purpose... even in your sleep?

FACT: No matter what the industry, when you get to the top sales performers... and I mean the world class sales people who win the national awards every year... they all have certain things in common.
 

They take selling very seriously!

They are constantly working on their sales presentations.

They know that every word, every inflection, every variation is equally important.

They know it backwards and forwards by heart.

They have notebooks and/or recorders close by so if... or I should say when... they hit on   another good idea... they capture it and work it into their sales presentation.

They never stop sharpening and honing

Pest Control Marketing Tip On How To Handle and Overcome Objections

 

Pest Control Marketing is a subject that I speak about on a daily basis. 

I was having a conversation with some pest control operators awhile back and we got on the topic of selling.This guy asked me what I thought was the best way to overcome objections.Now, this is an important subject because, after all, the less people object, the more they buy, right? I told him that I thought the best way to overcome an objection is to not get the objection in the first place.I pointed out a study done a few years ago by two psychologists, Harold Gerard and Morton Deutsch. They proved that a person is ten times harder to convince to change his or her mind once they have openly and physically stated a belief or position. It is, therefore, very important to address an objection before it is stated rather than afterwards. Once a person actually states the objection, you have lost a lot of leverage.

Make sense?

Here's an example: If I state my price as fifty-seven dollars and the prospect tells me he thinks fifty-seven dollars is too much, then he is going to be hard to convince otherwise. I now have to persuade him to change his mind and his position.

Pest Control Marketing - Using Your Vehicle to Get New Customers

Successful pest control marketing can be as simple as parking in the right place. Let me explain.

A while back I presented a 2 hour seminar specifically for pest control operators. There were about 25 people in attendance.

The meeting was held at popular a restaurant located on a major, busy highway. Literally thousands of people (potential customers) pass up and down this particular stretch of highway every day.

At the beginning of the meeting I pointed out to everyone that only two pest control vehicles were parked in front of the restaurant.

Not only could everyone coming into the restaurant parking lot immediately see those two vehicles, but so could everyone passing along that busy highway.

All of the other vehicles were parked out back, behind the building and out of sight from the road.

My question to the attendees was this Why would you pay a lot of money to put the name of your company and your contact information on the side of your vehicle and then hide it by parking in the rear of a busy restaurant... completely out of sight of a busy highway... with tons of potential new customers passing by every minute

What are you thinking

Your vehicle is a rolling billboard for YOU and YOUR BUSINESS!

What do you want it to do for you besides just getting you from one place to another

Do you want your vehicle to act as a sales person and get you more new customers

Do you want your vehicle to trigger a buying response in some stranger and cause them to write down your phone number and call you later to schedule an appointment

Of course you do.

But... in order for those things to happen... your vehicle must be seen by them.

This includes restaurants, schools, churches & synagogues, grocery stores, town meeting halls, ball games, soccer practice, shopping malls, swimming pools, boat ramps, dog groomers, friend's houses, hair salons, tennis courts... and wherever else you go in your vehicle.

And this especially includes while you're at a customer's home. You should always park your vehicle where it is visible from the street and anyone passing by can see it.

By Hal Coleman