Pest Management Professional, June 2016
Marketing Matters Q a Photo istock com cacaroot By Harvey F Goldglantz Contributor Q Why arent my technicians bringing in customer referrals What can I do to increase the referral rate Its likely to be one or more of three reasons 1They arent asking SOLUTION Do a ridealong to evaluate the situation If technicians arent asking you have a motivational issue that must be addressed See No 3 2They arent asking correctly SOLUTION This is a training issue I suggest using the following pitch and technique The piTch Id like to offer a neighbor friend or relative the same level of service I have been providing for you Id appreciate it if you would jot down some names addresses and phone numbers so I can enlighten them about our services The Technique While you are concluding your pitch hand them a sheet of paper and a pen Notice that we never asked for the referral We made a statement Thats the key to success 3Your incentive program is inadequate SOLUTION Develop or revamp your incentive program Be generous Remember if each of your current customers gives you only one referral a year that turns into a sale your customer list will double Q Are door hangers an effective marketing tool Door hangers are one of the oldest least expensive and most successful forms of direct marketing The primary reason for their success Your customers must handle them to remove them from their front doors To grab a prospects attention the design and offer are crucial to winning this type of sale Offer dollars off not percentages pmp Email your industry marketing questions to harvey at hgpcmcinc@ aol com Your questions most likely will be printed and answered in one of Pest Management Professionals upcoming Marketing Matters columns You can reach Goldglantz president of Pest Control Marketing Co and author of Marketing Matters at hgpcmcinc@ aol com mypmp net pest management professional June 2016 103
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