If you run a pest control company, chances are your yearly business goals are centered around sustaining or growing your annual revenue. Having worked with many pest control companies all over the United States for a few years now, I realize that revenue is one of the main points of discussion when running a business in this industry. It’s imperative to not only set goals for your business, but to make sure each and every one of your marketing efforts are centered around those goals.
Generating new business is obviously one of the best ways to generate more revenue for your pest control company–but what about generating additional revenue from existing customers? Inherently, your sales closing rate is going to be substantially higher with a satisfied customer who knows your business and already works with you in comparison to a brand new prospect who does not. Why not spend some of your marketing time and budget focusing on existing customers? Let’s discuss exactly how you can generate more revenue from your existing customer base.
This one is the most obvious of all, but up-selling and cross-selling your existing customers with a different service is one of the best ways to generate additional revenue. Let’s say you have a standard customer enrolled in a quarterly pest service. They’re an ideal customer; they provide recurring revenue, they can afford your services, and they’re already sipping your business’s Kool-Aid (hopefully!). Recurring revenue is going to be key here in sustaining and increasing your annual revenue. Depending on the type of service your customer is currently enrolled in, chances are there’s an opportunity to sell them a different service. You just have to give them an incentive to want it!
If you have a customer enrolled in a quarterly pest service, consider offering them a special bundle discount to add in mosquito or termite control. I’m going to be honest here: the operative word in this recommendation is ‘discount’. Don’t be stingy: offer your existing, long-term customers a different (and better) offer than you would a brand new customer. After all, you want them to feel special and like they’re getting an exclusive offer for being a loyal customer.
Use the power of seasonality and current events to upsell. For example, during the spring months, come up with a strong termite offer, and during the summer months, a mosquito offer. You should also keep an eye on what’s going on in the news as well. The Zika Virus is causing a great deal of concern for a lot of people–don’t be afraid to demonstrate your expertise and find a way to relate current events or news back to your services (so long as you do it in a respectful manner).
So, generating new reviews isn’t going to directly put money in the bank, but in the long-run, it will certainly help bring in new business. In this day and age, consumers need social proof and evidence before committing to a product or service. With so many third party review sites available on the Internet, generating new (positive) reviews should be a necessity.
For the pest control industry, I would recommend focusing on Google+, Yelp, and Facebook. I would also recommend you do a search for your business on Google and see what review sites come up — this may vary depending on your market, but whatever comes up on the first page should be your focus.
Similarly to upsells, the best ways to generate positive reviews are through email marketing and in-person interaction with your customers. Here are a few ways you can get people excited about reviews:
Run an in-house contest with your techs to see who can get their customers to leave the most reviews. Reward the winner with a small bonus or gift card!
Run a contest with customers to win a free service or credit to their account (or whatever else you can think of!). Customers who leave a review can be submitted to the contest!
Don’t forget–aside from providing social proof, reviews can also positively affect your website’s rankings, so it’s definitely a win-win!
Just like an upsell, referrals are also going to be an easy, great way to generate more revenue from existing customers. If your customers are generally satisfied and happy with your services, it shouldn’t be too hard to get them to refer your services to a friend, family member, or neighbor. Offer them some sort of referral discount and they’ll be even more likely to seal the deal. Want to step it up another notch? Offer their friend a discount too. Another win-win for both the referrer and the referee!
Your closing rate should also be significantly higher with referrals, so putting time aside to focus on referrals should pay off for your business!
A few of my pest control clients have said if only they could improve their customer retention rate, they would no longer need to invest in advertising! Although I would never advise a company to drop their marketing completely, I can certainly see where they’re coming from. As a business owner, if you can decrease your attrition rate and retain customers, the amount of revenue you have to make up for in lost sales is going to be lower.
In order to retain customers, consider implementing customer reward initiatives. Aside from having great customer service (which seems like a given in this day and age), why not go out of your way to actually reward long-time customers? Such a concept, right?
Even if you implement just one of these, it would be a great start! What are some ways you generate more revenue from existing customers?