4. COMMUNICATE

The value of an educated customer.

Communication and education should be the verbal “transfer of value.” It begins with the sales process and is applied during every phase of service—it never ends. Since the customer’s perception of value is critical to customer retention, making sure that value is transferred to the customer during service is an important task for a successful pest management provider. It answers questions such as: Why do you choose a professional to service your facility? Do you really need service? Can you do this yourself? When should you expect noticeable results? And more. As you sell service, schedule appointments and collect receivables, it’s always a good time to “transfer value.” Communication can be conducted in many ways ranging from verbal to visual. The way you communicate and the messages being communicated are critical to success with every account. Alerting the customer to his role in the pest management process can only be accomplished through effective communications.