If you run a pest control business, you’ve likely emphasized signing more customers to service agreements in recent years, because you understand the importance of recurring service for your customers and your company.
For one, recurring service gives homeowners peace of mind. Gone are the days of frantically calling for pest control after an infestation has already taken root. Instead, service agreements let homeowners enjoy the benefit of a pest-free home through regular service but without the scheduling headache.
For you, service agreements increase monthly recurring revenue and the overall value of your business. Companies see large spikes in their valuation when they accrue a robust base of contract customers. While you might not be thinking of selling your business, it doesn’t hurt to ramp up your value in the meantime.
So, the question becomes, how do you transition more of your one-off or sporadic customers onto service agreements? This article will highlight several strategies you can take to win more customer contracts for your pest control business.
How often do you buy something the first time it’s offered to you? More likely than not, you need time to think it over and multiple touchpoints with the product before you buy. Similarly, if the first time your customer hears about a service agreement is right before your technician leaves their house, you’re unlikely to see a high conversion rate. Instead, find several points in your communications with your customer to include the value of service agreements.
Here's an example of customer touchpoints that you can include service agreements.
How many of your customers only call you when something has gone wrong? Many people view pest control as a reactive service rather than a proactive one. It isn't until the problem becomes painfully clear that they realize they need to pick up the phone.
This is what makes recurring service agreements so valuable to homeowners. Emphasize how regular proactive treatment prevents infestations and lowers the risk of unexpected costs. Compare the savings homeowners see over the long-term with service agreements rather than paying big when a problem pops up.
Homeowners might object to service agreements, seeing it as paying double when they've just paid for treatment. You can combat this by bundling a discount on today’s treatment if they sign up for a service agreement.
High staff turnover is an unfortunate reality in the pest control industry. You can find yourself in a never-ending cycle of training new techs and sales staff. Worse, long training periods sideline them from effectively selling services, which cuts into your bottom line for months.
Use a field service management software built specifically for pest control companies, like Briostack, to simplify the sales process. With either a tablet or a mobile phone, technicians can walk homeowners through the service agreement at their homes and get them signed up completely remotely. Straight-forward forms lay out the terms of the agreement and the included services, so even new employees can confidently close sales.
It will come as no shock to hear that there’s a divide between generations. Changing technology and social norms reshape customer expectations. That’s why you can’t offer a one-size-fits-all customer experience. Win more contracts by tailoring the service agreement experience to each new client.
For example, younger homeowners typically prefer a more hands-off approach. They may only want a quick text message notification when a truck is headed their way rather than a personal phone call. They may not even want a knock on the front door if the tech doesn’t need to come inside.
In contrast, a phone call and a knock on the door represent cornerstones of customer service to many older homeowners. They want the chance to speak directly with their technicians. They may enjoy getting to know them on a first-name basis.
Let’s be clear this isn’t a hard and fast rule. Not every millennial hates phone calls, and not every baby boomer wants to interact with your technicians. So, in the sign-up process, make sure there is a workflow for logging each customer's preferences in your system. Let the homeowner tailor their experience, and you’ll increase your pest control customer retention.
Service agreements bring value to both your pest control business and to the homeowners you serve. Increase the number of customers under contract by emphasizing the long-term savings, equipping techs with in-field software, and tailoring the experience to each homeowner. If you’re successful, you’ll grow your business’s value and amplify your monthly recurring revenue.
Need help winning new customers and retaining them? Briostack offers a full suite of software solutions for pest control companies that streamline your daily operations. Schedule your free demo to learn how you can improve customer satisfaction with this powerful platform.