Cultivating a Winning Mindset: The Power of Creating Value in Door-to-Door Sales
What’s up, everyone?
Are you dissatisfied with what you’re making compared to the others despite making the same or a higher level of effort?
Let’s explore why this might be happening.
Creating Value VS. Devaluing
What happens if a rival pest control company sells a service similar to yours but charges $600 per contract?
I won’t blame you if you think, “Well, we’ll sell more because we’re cheaper at $400.”
Wrong! The real top performers in this industry are selling a thousand accounts yearly with an average contract value of $700 to $800.
The result?
Better profit margins!
Back in 2008, when I first started in this industry, I saw pest control guys crushing it, selling up to 300 contract values per year. Fast forward to today, you’ll find reps selling at 1200, 1100, or even more for the same service.
Talk about inflation.
Well, not really. These reps have mastered building more value, which sets them apart.
So, how can you level up your game?
Here are some tips:
1. Be the Front-runner
Assess your environment and position yourself as the front-runner regarding contract value.
Don’t be someone who plays along the lowest prices set by a company or follows the pack—be the one to set the standard and show others what’s possible.
Believe in your product and acknowledge that your company has an overhead to take care of. Doing so will help you charge more, generate more profits, and thus earn more commission.
It’s about pushing the boundaries, challenging the norms, and demonstrating what can be achieved with the right mindset and approach to your peers.
Becoming a front-runner in contract value elevates your success and inspires others to raise their game. When your fellow salespeople see the exceptional results you’re achieving, they start questioning their limits and begin aiming for more.
But how do you become that trailblazer?
It starts with a shift in mindset. Believe in your abilities and the value you bring to the table. Recognize that you have the power to influence and shape the perception of your product or service.
See yourself as a leader in the industry, and others will follow suit.
- Value Your Service without Guilt
I know a lot of you guys work hard, but just make a third or half of what you potentially can because you’re not willing to value the product or service you’re selling.
Understand that your service is valuable, and you have every right to charge accordingly. Don’t be afraid to create more profit for yourself and your company.
Don’t feel bad about charging higher prices.
It’s all about creating value and holding onto it instead of devaluing your service and saying, “How can I be the cheapest?”
When you start thinking, “Maybe I should charge $600 instead of $700,” you subconsciously undermine your value. Serve your clients at the highest level by providing great value without feeling guilty.
Just like Apple.
They make an iPhone for probably a hundred dollars and sell it to you for $1200, knowing that they could sell it to you for $600.
They know you’re willing to pay the price they set for the iPhone, and believe it or not, the same goes for the homeowners. They are willing to pay $1200 a year for a pest control service if you can create value in the need.
3. Become a Better Salesperson
Continuous self-improvement is vital.
Elevate your sales skills and become a master at building rapport, trust, and value. Invest in your sales skills, product knowledge, and communication abilities.
Be the person who takes potential customers from zero to a hundred. The more knowledgeable and adaptable you are, the better equipped you’ll be to lead the pack.
When you can do that, the price becomes secondary because people see the true worth in what you’re offering.
- Embrace innovation and creativity
Be bold, think outside the box, and explore new strategies to increase contract value.
Challenge yourself to find unique ways to deliver exceptional customer experiences and showcase the benefits of your offering. It could be through personalized presentations, value-added services, or tailored solutions that address specific pain points.
It all comes down to the culture and mindset
As someone who has consulted with over 250 companies, many of whom were pest control companies, I’ve often found myself intrigued by a phenomenon.
Why do some average a $700 contract value while some barely manage $400?
This led me to notice a pattern common among high-performing companies.
Reps who outsell their competition usually operate within a culture revolving around high performers. It’s about having a few individuals buy into a new version, sing that song, and make it the cool thing to do.
This enables them to charge higher contract values.
And once the consistency sets in, bam!
Suddenly, they’re making double doing the same thing as their low-earning counterparts.
Consider this: If your team sells contracts at $400 a year, you’ll also be selling at that price. You might think you’re pushing the envelope by selling at $450, but what will likely happen is that others selling at $400 will question your motives and probably even label you as a scammer for charging more for the same thing.
They’ll try to suck you back into selling it for $400.
Culture plays a huge role in determining what you will make as a door-to-door professional.
Wrapping it Up
I hope this post has helped you understand the psyche you must develop to take your contract value to the next level. If so, please share it with your pest control homies.
Let’s crush it in the field and positively impact the door-to-door sales world!
Catch you on the next one.
