The decision-making process: What influences your customers?

April kicks off National Pest Management Month and the unofficial beginning of pest season. What better time to remind your customers of risks associated with pests, such as ticks, mosquitoes, and rodents, which can directly spread diseases to people and pets.

Communicating pest risks to your customers helps to build trust and create lasting partnerships; however, another important aspect to doing business is understanding what factors are influencing your customers’ decision-making process when it comes to working with a pest management professional (PMP), or in some cases, switching providers.

Below are several key factors that can influence B2B and B2C customers. Make 2023 your best pest management year yet by staying competitive, innovative, and responsive.

Reputation is everything

Reputation is built from excellent experiences and customers willing to endorse your brand. Even companies with great service records may fall short if they aren’t responsive, proactive, and empathetic to a customer’s issue. For example, a pest infestation for the hospitality industry is going to be much more visible than one in warehousing and logistics, but both require immediate attention to avoid costly disruptions and possible damage to your customers' brand.

Another factor affecting reputation is professional appearance. According to research done by the Professional Pest Management Alliance (PPMA) in 2017, when asked to rank the most important elements of professional appearance for pest control operators, more than 75% of every generation ranked a clearly marked vehicle with a company logo as the most important aspect. That was followed closely by a company name and logo on the uniform. Interestingly, 68% of Gen X and Millennial respondents also rated certification badges on the uniform as important. This is another way to lend credibility to both your organization and your technicians.

Important deciding factors:

Customers expectations

Understanding when pests will be a threat based on experience and data, and being able to take proactive measures before they become an issue is important to customers. For commercial customers it may involve taking the time to explain the benefits of using new technology and how it can reduce costly pest interruptions to their operations and save them money over time – investing in proactive pest control up front vs. reactive maintenance costs resulting from pest damage and/or disruptions.

Service and treatment of pests:

Environmental awareness

Sustainable pest control solutions are important when it comes to reducing environmental impact. Many homeowners and businesses see technology aiding the reduction of pesticide usage and therefore either directly or indirectly supporting sustainability.

Offering pest control solutions that consider your customers’ environmental concerns could help to enhance your reputation and reduce your competition. Keeping “green” solutions on hand is a good strategy, especially when it comes to treating sensitive industries such as educational institutions and healthcare facilities. And, the demand for greener pest control solutions is on the rise.

In a State of the Naturals survey conducted by PCT and Readex Research, 205 PMPs reported that 22% of customer requests for green products or services have increased over the past year, while 63% of pest management professionals said requests are holding steady. Only 12% saw a decrease.

Environmentally responsible:

Preserving customer loyalty and satisfaction

While it may be a combination of factors that influence a customer's decision-making, it’s important to demonstrate added value before, during, and after service, so that pricing becomes less of a determining factor. Knowledgeable expert staff, concise and regular communication, and understanding the customers needs have come to be expected by customers. However, providing data, insights, and preventative advice will leave a lasting impression and exceed your customers’ expectations.

Encourage technicians in the field to proactively offer advice and recommendations to customers after performing a treatment. This may include offering advice for seasonal treatment protocols to reduce pests such as spotted lanternflies, brown marmorated stink bugs, and mosquitoes, or it could be as simple as setting realistic expectations to help prevent callbacks.

Studies from the U.S. Small Business Administration and U.S. Chamber of Commerce found that acquiring new customers can cost as much as five to seven times more than simply retaining existing ones.

Avoid churn by delivering exceptional service and nurturing existing customers. Not only will it help increase customer loyalty, it may also help increase the likelihood of customers referring you to their family, friends, and neighbors.

Reasons for switching providers including:

Target Specialty Products Recognizes Pest Management Providers

In recognition of National Pest Management month, we’d like to thank you for playing a critical role in protecting people, homes, and businesses from the health, food, and property threats associated with pests.

If you’d like to ensure that your business ranks top of the list when it comes to offering your customers the most innovative pest management solutions, contact us today.