One of my coaching clients recently asked me, “Hal, what can I do about customers bailing out on me and going with another company for a cheaper price?”
I said, “Well…let me ask YOU a question…Do you have a dentist? Would you bail out on your dentist and switch to another one if you could save a few dollars? What about your family doctor…would you bail and switch if you found a cheaper one? How about your mechanic? Would you dump him for a cheaper mechanic? What about your barber?”
His answer to each of those questions was emphatically “NO”.
I said, “So…why do you think people are quick to bail on their exterminator in order to save a few bucks?”
Here’s what I think:
- They have no RELATIONSHIP with the exterminator.
- They have not grown to KNOW, LOVE & TRUST the exterminator.
- They feel no sense of DEBT to the exterminator.
- They don’t see much VALUE in the exterminator.
- They don’t have much clue as to what the exterminator actually DOES FOR THEM.
- The exterminator hasn’t EDUCATED them properly.
- They view the exterminator as an EXPENDABLE ENTITY.
Most people would never think of dumping their dentist, doctor, mechanic, or hairdresser just to go with a cheaper price. And it’s all because of the RELATIONSHIP.
We don’t normally dump people we know, love and trust…especially when they are taking care of us.
BOTTOM LINE: If you will work harder to develop a knowing, loving and trusting relationship with your customers, you won’t get dumped for a cheaper price. (When I owned my pest control company I was the most expensive company in Atlanta and I averaged double-digit growth for 18 years!)
Yes…I do realize there are exceptions…but for the most part…it is a FACT.
As always, thanks for taking the time to read this…and I hope you have a great day.
PS. Find FREE Pest Control Marketing Tips, Secrets, Strategies and Techniques at my website, http://www.PestControlMarketer.com
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Or feel FREE to call me at 770-993-0004 or email Hal@HalColeman.com
PPS. To find out more about my pest control marketing coaching, visit http://www.PestControlMarketer