Offline sales problem

Hey Owen,

Besides the usual, "get your website ranked in Google" and "set up Google places", I would recommend contacting some property management companies and seeing if they would use your services. You could offer them an introductory price to get your foot in the door.

If you can get in with a couple property management companies they could probably provide you with some fairly consistent work while you help build your brand on the consumer side of things.

Just a thought...

-Ben

Why not slash your price rock bottom for a start when making an offer to your prospects. After that do a good job so that your company's name will be well known through words of mouth.

The only way to compete with big companies is to play with the price and offer excellent services.


Qamar

Another way is to let go hundreds and thousands of bed bugs to those prospects that refused your service.

After doing that make sure you be around the neighborhood, because that will be the time they will be begging for your help. LOL!

Sorry...got carried away!


Qamar

Hello

You need to use "educational marketing" and a referral source(s) like RE Agents. Make a white paper or report "Consumers Inside Guide to Pest Control" and explain "5 Things to Do Before Hiring a Pest Control Company", "6 Questions to Ask a Pest Control Company BEFORE You Hire Them" etc. Make it about 8-10 pages. Just make sure you match everything you recommend they do to hire a company. Then at the end have a brief section explaining your company and services and a "call to action". Coupon, discount, free inspection, etc.

Get it out to as many people as you can offline as well as online.

With RE Agents or other referral source, offer something for their lists (farm lists, client lists, etc) A Gift Certificate or Gift Card for $50 (or whatever money denomination you use) along with a free inspection or audit.

Two ways of doing this, actually buy customized gift cards for your company, not real expensive. Or make the certificates yourself and send to the referral source and explain that they can send as many as they want, just call you so you can verify who they are, so you can keep track of the certificates.

What you are really doing is have them call you so you can engage them in a conversation about your services and have them refer you. Gather their contact info and send a Thank you card in a few weeks and work them for referrals.

I did this for a service business and got tons of work for months. I did not put an expiration date (I know this goes against the ancient marketing wisdom) but part of my message was for them to get the service when THEY needed it not when I wanted to give them an offer or discount. And it kept the certificate "alive" for them to use when they needed the service.

One more thing, send the referral sources (I used RE Agents) a letter explaining what you are offering a Free Gift for their list(s) along with the one sheet of certificates. Tell them they are welcome to copy the certificates for as many as they need to send. Have them use a card stock paper (like for postcards) makes them look and feel better.

Anyway, I hope this helps. I used this an made thousands of dollars in the States, it should work for you as well.


Later,

Tracy

how about finding out from your current clients why they bought from you? use this info when talking with potential clients...

also, client testimonials and social proof is so powerful...make sure these are highlighted on your website, marketing collateral, etc.

as well, setup a referral program for your existing clients, offer them an incentive to spread the word about your great work to others...

Look at everything those two big companies are doing and do the same.

I would guess they are taking up the first few spots in Google.

Good news is you don't need to be a sales person. You just need people calling you wanting pest control services (people don't have time to shop around for this kind of thing).

Don't forget re marketing to your old customers. 3 ways to make more money, more customers, bigger sales or more frequent sales.

Trying to establish your business especially if a certain business is not usually used, is somewhat hard I know. Like what others told you, I agree that you provide services to some companies, giving them discounts, and in the long run, as they already tried your service, you can adjust the costs. Quality of service speaks out for the company itself, so unless you are tested, people won't know. Try investing some free publicity sites also, social networking sites, giving flyers, if you have local advertisements, why not give it a try? investing a little is not that bad.

OMG Guys you actully Rock loads to keep me going here, thanks so much as always Warriors Rock
Owen

I was in one of those local networking groups a few years ago that meet at a restaurant for breakfast once a month and one of the members was in pest control and seemed to always get referrals from members in the group . (He also recommended services to his customers referring them to members of the group ).

Debbie

Hi Debbie thats really strange i was just looking to see if there was any of those in my area and i clicked back to look on here and you posted about it!! must be fate!! but there hard to find not many going on
but you are right they sound like a really good way to pickup a lot of buisness!!

G'Day Owen,

I'm putting my business consultants hat on for this one:

What is your unique selling proposition?

That something that you offer and your competitors do not?

People automatically go to the biggest most well known service provider unless somebody is offering a special something they can't say no to. Online we call it over-delivering.

Over the years I've seen various things that work like 20% discount for new customers.

Include spray for an extra pest that the others charge for - Being in Australia I can't use examples because we have different pests. But I have seen Termite inspection includes free cockroach spray used out here. Of course termites would never survive in Scotland but you get the idea.

A friend of mine opened a pizza shop close to a university and offered 50% off if you present all the yellow pages pizza section. Within days the students had ripped every pizza section out of every yellow pages they could lay hands on. He then ran campaign in the local papers and was over-run with business.

He just thought outside the square.

You just have to be different - being the same isn't competing.

Good luck.

Cheers,
Dave

Hi Dav what do you think of this...

The standard treatment i offer is a preventative contract for Mice and Rats.
now here is the good bit for my clients THE FREEBIES

now they get a choice here so i will need to figure out how to word this
but if they take the contract with me im offering them

1. 1x free wasp nest or ant nest treatment to be used on or off company premises!!. (given in the form of a voucher valid for 12 months in case it is winter time and there's no wasps or ants...)
or
2. 1x free insect unit.
or
3. 1 free months pest control.

would that make you take me on ?? i think a manager might like to think he gets to keep the free voucher for himself so it may well work!!..

I think Offline marketing big problem Google Updation in present time so its very hard work.

I think you should do seo of your company website so that if it comes on first page then surely you will get benefited.Just offer some good stuffs regarding your products so that customer can attract.

Hey Owen

How does the industry run itself at the moment? Does say a business have a pest control place on in its rolodex and call them and pay them only when they have a pest problem or is it like every 6 months the pest place will come and do a check of the building for £xxx or what?

Hello Owen,

I applaud you for taking the initiative to research new marketing methods for your offline business, and I see that you are getting lots of replies here in the forum.

I'm not so sure, however, that ideas are what you need, so much as execution on ideas.

I can offer some of my personal favorites, such as; offline Video marketing and list building using QR codes.

Negative Sell Pitches to prospects (in Pest control, perhaps a roach or mouse telling customers to NOT hire your service)

Comic Sell Pitches along the same lines.

All of those methods listed above (with the exception of the 'bed bug revenge' idea) are worth the effort in pursuing, but they are equally worth having a proffesional help you in these areas as well.

I know that Ben is an excellent source for Mobile Marketing info. and Costas Peppas has clients all over the world.

Perhaps contacting these two warriors and asking for an actual proposal would be better suited to your Pest control business, than trying DIY methods.

I am in no way disrespecting you, your business, or your efforts in trying to lean more. I think that is excellent of you. You will definitely be in a better position of understanding how, what, and why a Marketer recommends different PR methods. - I'm just suggesting that you may be better served by having a full time PR and Marketing person helping you, in a traditional Client/Service relationship.

(I also do local marketing for businesses, but unfortunately 'Scotland' isn't local for me)

Hi there guys well some success from the first calls but a lot of them are giving me the names and email addresses does anyone know how to pitch by email
for instance a good template to use etc??

You got me thinking on e-mails now...

To: Prospective Customer
From: Fluffy McFeline
Subject: Job Reference

Dear Boss,

I truly regret the incident of last week when the resident rodent population, despite my efforts in maintaining a proper business relationship, presented themselves for your customers, during business hours. I have stressed to the rodent foreman that this was unacceptable and that despite my conversion to vegan-ism as a lifestyle choice. I would have to execute the penalty clause of the rodent union's contract, should any further breaches occur.

I am given to understand however, that you have superseded my authority on this matter, and have contacted xyz-Pest Control at their web link.

I regretfully must inform you that this lack of consideration of my long standing position with this firm, is intolerable to my sensitivities. i will be seeking other employ, and given our long relationship, do hope that you can find it in your heart to forward a positive recommendation, non the less.

-Sincerly
Fluffy McFeline, Pest Maintenance.

ha you know what sent at the right time to the right people that may work lmao

You could build a whole marketing campaign around 'Fluffy'

Start a 'LIKE' campaign on Facebook. Use viral video and viral picture Tag campaigns to build your client list.

Have Fluffy search for employment with other (Fictional) pest control companies.

Have Fluffy do a 'Your Donations Needed' series of videos and posters (with QR codes on the posters, linking to the videos on Youtube)

Hold a Fluffy Aide concert (have all the best pest bands show up... The 'REAL Beatles' ... The 'Boomtown Cats' ... 'Rat Stevens' ... etc.)

Have 'Have You Seen Fluffy?' posters made up (with QR codes) looking for Fluffy ... (interviews with a string of 'employers' and 'friends' as fluffy seems to be lost now that his job has been taken away by your pest control service)

Have Fluffy working in a Secret Lab (Area Feline-1) designing the next great Mouse Trap for the Shadow Cat Government. (and failing miserably)

... the list goes on...

Each of these videos has the potential to go viral, and not just in your local area.

EDIT:

I know I said 'Scotland' wasn't in my local area, but this is exactly what i do for local businesses.

If you would like to seriously talk about a full campaign, Video Creation, Sales Copy, Data Capture technologies, Mobile Marketing, and Local Business Image Enhancement/ Customer Engagement, please click on my skype link in the contact info below my Penguin Avatar.

My Rate is $1460 US/month and I can see this as a multi-annual campaign, just with Fluffy McFeline.

... fluffy joins the Military...

... and Hates the crewcut...

Actually, ranking isn't that much of a problem when dealing with Offline Businesses, there is always a local niche that people search for and google is mostly smart enough to locate the searches to that local area, even if the search is done as a broad match.

Having a solid, comprehensive campaign is also a benefit as Brand Recognition is generally the first thing to bring increased traffic, even before google rankings.

Also, getting Video ranked in google is generally easier than pages.

Geo targeted Adwords to get the biz from people who have a problem RIGHT NOW then upsell the contract

Tony

For quick results, I'd have to agree with tonyscott, tried it with a client of mine who's a plumber and it worked very well.

OK, you got at least three paths to market here,

1 going after new premises/ new occupiers of existing premises
2 going after existing businesses that dont use the service at all
3 going aggrseively after the business held by your competitors

1 - look to joint venture with businesses that have solid relationships with your target market (so as Ben said commercial estate agents), office/shop/ etc fitters, furniture suppliers heck even health and safety officers and the local council checkers etcetc now not sure on your margins but it may be worth doing a freebie for a couple of well connected sources to then suggest to them they personally recommend you into your target market , this is a bit longer term but strong potential

2- educate those businesses that dont use the service at all, what legal, health & safety etc implications couild they face if just one critter was found , do a bit like Don suggested and use some scary graphics of various types of disease these pests can bring into the workplace, what bacteria looks like real close up and what it does to skin/ food etc , scare the crap out of them literally using video, direct mail, email/ SMS and press releases

3- tougher but put together a direct mail package with some sort of pest trap in it, A classy DVD showing you guys in action and the results of dead pests, accompanying letter well worded so your offer is the best option (you say you do more regular checks etc) (that would need some work of course) in a Fedex type package specially delivered , I dont know is this some service you can really give a guarantee on ?

Mike

Owen, there is a lot of good ideas here. Don't get discouraged. I live in a rural area with a population of about 50,000 within a 20 mile radius. I bet there are probably 20 pest control guys here. It is a good business because all these guys are independents like you and drive new trucks.

I think the way to get moving in your area is to get in contact with the business owners, go speak with them leave a brochure/flyer and ask them if they know anyone that needs your services. You should also get in real good with a couple of real estate agents,companies etc. Check with Movers and plumbers. Hand out about 1000 business cards with a QR code that when scanned sends the visitor to a short video (1-3 min) of you telling about your services.

Find businesses that already have customers and try to get in good with them and offer them a referral fee if you land a client.

Hi Everyone, OK so i made 10 cold calls today just to get myself into the swing of it.
WELL i never expected this!! out of that 10 here is what happened

1. asked to send in more details and phone back on Monday. not a problem
2. BOOM got an appointment on Monday at 2pm!!! woohoo big company also!!
3. BOOM yup you got it Another appointment at 9 am Monday!!:S
4. no response
5 advised me that they currently had a pest control company. so i asked if i could come in and give them my brochure they said yes!! sneaky but it still gets me in there.
6. haha!! yup another appointment Monday 5 pm
7. bit of a weirdo so ill not go into that!!
8. call him back on Tuesday to arrange an appointment as they have currently a pest control company but they would like me to go and have a look
9. no response
10. again had a pest control company currently but i asked if i could hand in a brochure for when the renewal comes up and they said yes no problem. !!

Guys/ and Gals I have never in my life before managed to cold call but now im so glad i did so to all the people out there to scared to don't be its an amazing feeling when u connect with them.
you will always get the odd stubborn 1 but do not take it to heart, i know that is easy to do i really had fun at it today!! doubling my numbers tmw!! haha
Thanks to all that are helping me achieve my little goal in life i actually feel i'm getting somewhere now!!! kisses to all warriors!!! xxx

P.S I think i may start my first warrior blog on this experience and see how it looks in 6 months time i am also going to track my contracts so i know what is coming in through cold calling and whats coming in through the net !!!
Oh if you woud like to keep updated day to day heres my blog

http://www.warriorforum.com/blogs/owen-mailer/

Just to add my 2 cents here...

To get clients from the other 2 companies you just have to provide more value an them. You don't necessarily have to drop your price.

Educate prospects more than the 2 big companies do and they will work with you instead of them.

Talk about how easy it is to get rats in your house because of something everyone does everyday in their house and how easy the solution is.

And blast that thing all over the Internet, press releases, etc...

Make it something news worthy

But what about Fluffy????

Just keep at it...run specials that undercut your competitors and consistent marketing (direct mail) is probably your best bet for this industry.

Hi Jondabach, thanks for that, just away to start on my 10 cold calls for the day!! lets see what happens, these customers are gonna be a little harder to crack as there a lot bigger than yesterdays!! but here goes!!

end it with the cats cant you jeez , Owens in danger of missing out the good previous posts for all the pussy on show

HAHA oh my god guys and gals this is off the hook i'm actually loving this cold calling AMAZING results i will be posting my 10 calls today on my blog which is in my signature and the pitch i used over the phone to get the appointments!!!!

Pest control... You need to get close and personal with them - Google and websites and all that IM stuff doesn't work that good with those folks, does it?

Hope all goes well with those appointments!!