Give Your Service A Higher Value
Now, Iโve been in this door-to-door sales game for a long time, and I remember, when I first got in 2008, I watched some of these guys sell 300 contract values per year. In todayโs world, youโll see guys selling it at $1,200- $1,100 in contract value for the same service. Theyโre just going out and killing bugs. Yeah, Iโve seen a little bit of inflation. But no, reps have just figured out how to build more value and believe more in their service. So, check this out: those that are outselling pest control are usually around a culture. This means that whatever your team is selling it at, you tend to be selling it at that. So, if your company is just calling for, hey, weโre going to sell it at $400 a contract for the year, thatโs probably where youโll land. Maybe youโll push the envelope, and youโre like, Iโm gonna risk it and sell it for $450. But, what will happen naturally is those selling at $400 will naturally be like, well, youโre just scamming people. Why are you trying to charge more for the same thing? Like, why are you hurting? And theyโre going to suck you back into selling it for $400.
Well, down the street, letโs just say pest control; this company sells the same service. You know, they go six feet up and six feet out, and they do the outside and the inside, and theyโre gonna sell it for $600 a contract. And youโre like well, weโll sell more because weโre selling them at $400. Wrong. The guys selling the most are doing a thousand accounts in a year and averaging a $700-$800 contract value. So, theyโre making a lot more profit. They have a lot better margins, and theyโre not devaluing the service. So many people race to the bottom, but the reality is thatย itโs about creating value and holding your valueย instead of saying, โHow do I be the cheapest?โ So, hereโs a couple of tips.
Be The Pacesetter
The first one is, to check in with your environment and how do you be the pacesetter or the front runner of this new contract value. Learn how to become the pacesetter. Look at the value of your product, decide what to price it as, and become the trendsetter in the company. You choose and determine your price point. Why not make a higher income? See the value in yourself and charge for your worth. This brings us to the second tip.
Value Your Service
The second tip is to make sure that you value your service. Meaning, when you donโt value what you do youโre going to say, whatever the company had set the lowest price at, Iโll give it at that. So, when you say no, I know my techs. I know they do a good job. I know I have a good product. I know that my company has an overhead to take care of and they have incentives and competitions and things that theyโre trying to build this culture to be a long-lasting business. So, therefore I want to charge more to create more profit and I want to go make more commission and I donโt feel bad so thatโs number three.
Donโt Feel Bad
Donโt feel bad for charging, because if you subconsciously are like, well, I could charge you $600 instead of $700, then all of a sudden youโre going to think in your mind- I feel bad for charging you an extra hundred. No, the only way you can serve the client at the highest level is to provide great value and to transact no more, no less, you shouldnโt feel bad. Apple doesnโt feel bad when they make an iPhone for probably a hundred dollars and they sell it to you for $1,200 knowing that they probably could sell it to you for $600. They just sell it to you for $1,200 because they know youโre willing to pay it because believe it or not homeowners are willing to pay $1,200 a year, $800 a year for a pest control service. Why? Because if you can create the value in the need theyโre willing to pay it.
Become A Better Salesperson
So then, the last tip is just to become a better salesperson. Somebody thatโs in sales thatโs looking for somebody thatโs just interested, meaning I knock on the door and Iโm like hey, I wonder who might be interested in Pest Control. I will then sell that low-hanging fruit and I wonโt be surprised if I sell a low volume at that point. If Iโm out there creating a need and creating and hustling and being the salesperson that takes them from zero to a hundred, thatโs the kind of person that is also going to be able to charge from $600 to go up to $700. Because those kinds of people understand the value of salesmanship, they know that if they can build rapport,ย build trust with the customers, create value, overcome objections, and close prices, It isnโt a big deal, and when you start to put yourself in my shoes, where Iโve consulted over 250 companies.
Iโve been to different industries, and Iโve worked with so many different pest control companies, you start to wonder, what culturally did these guys do that average of $700 contract value? What cultural system are these guys doing that on average a $400 contract value? It just came down to having a few people buy into this new version and then sing that song and make that the cool thing to do, and all of a sudden, theyโre charging almost double and making double the money theyโre doing the same thing.
So, hopefully, this video provides a good insight into the sub-psychology it takes to take your contract value to the next level. I know a lot of you guys are out there doing the same amount of work but just making a third of the amount or half the amount of money because youโre not willing to value what service and product youโre doing. Hopefully, you got some value out of this. hopefully, you can share this with your other pest control homies. Weโre here to help you out. Click the subscribe button. I have tons of other videos coming out, and weโll see you guys in the next one.
