Pest Control Marketing Question – What is your customer really worth?

Have you ever stopped to consider how much one of your customers is really worth?  It’s probably a lot more than you think.

When I ask small business owners to tell me the lifetime value of one of their customers, most can’t.  They don’t have a clue. 

Take the pest control industry for instance.  According to statistics published by a national pest management organization about 15 years ago, a typical pest control customer stays with a company for an average of 5-7 years and spends an average of $2500.00-$3000.00 over the course of that time.

Now, that was 15 years ago, so I would imagine that number has increased quite a bit by now.

According to a recent study by PPMA, 77% of pest control customers surveyed claimed that they stayed with the same company and never switched. 

15% said they switched companies every few years.

2% said they switched once a year. 

And 2% claimed to switch companies more than once a year (Don’t you just love customers like that.)

My point is this:  A typical termite or pest control customer is likely to stay with your company for many years and spend thousands of dollars with you over the long haul.  If, during that time, they refer you to others, that amounts to thousands more dollars!

And, if you have an effective system for generating referrals from those customers too, each and every one of them could literally be worth a fortune.

It amazes me when I see pest control operators who are unwilling to invest in getting new customers.  They are reluctant to spend a penny to bring in a new account. 

And they will let an old customer slip away without putting up much of a fight at all.  Go figure.

You need to recognize just how valuable each and every one of your customers really is.

Don’t be afraid to invest in getting new ones.

And…you need to treat each customer as if they are the only one you have at the time.  This will insure that they remain loyal to YOU and you will reap the financial rewards for many years.

Food for thought.

Thanks for taking the time to read this letter…and I hope you have a great day,


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