Cooling the burn
1 Feb, 2006 By: Sean Gallagher Landscape ManagementHere's how the experts market and sell fire ant control that pays.
In today's ever-advancing marketplace, most southerners know there are plenty of products and methods to fight red imported fire ants (RIFA). The question for today's land care company owner isn't, "How do I kill RIFA?" It's "How do I market and profit from killing them?"
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Many experts favor capitalizing on consumers' emotions, building trust, fostering personal contact and guaranteeing results. Often an expensive service, ridding customers' properties of RIFA can be a strain on their wallets. But when the benefits of the service are positioned right, it may prove to be an easier sale than most.
"The key is listening to the customer and figuring out how he thinks," says Mike Ratcliff, owner of Lawn Doctor of Benton-Bryant and Hot Springs, AR. "My area has a large population of older people. They don't want to get bit and they don't want their grandchildren to get bit."
The threat of being bitten by RIFA is tangible for southerners in the fire ant belt, most of whom have had at least some experience with these painful pests. Recognizing and relieving consumers' fears of being trapped indoors is an effective means of selling the emotional relief RIFA control can provide. Your consumers want to be able to have a barbecue outdoors, watch their kids play outside and not be afraid of letting the family pet out of the house. All of these are emotional needs that a land care company owner can capitalize on.
Sell professionalism
With so many consumer products on the market for people to purchase and apply themselves, it's a company owner's responsibility to do more than just sell the need for RIFA control. They must also sell the consumer on using a professional service, rather than a do-it-yourself product. A general dissatisfaction with the results of do-it-yourself treatments has come to light throughout much of the Green Industry. RIFA control is no exception, so it's your job to inform consumers that your service is the most beneficial investment, despite the increased cost.
"I think most people are tired of buying over-the-counter products and getting limited results," Ratcliff says. "They're just tired of it, and they look at me and they say, 'If this person can come out here and do a good job and guarantee it, it's worth it.' Most people are tired of fighting fire ants by themselves."
First and foremost, a professional land care company must provide a solution to its customers' problems, but almost as importantly, professionals must provide the peace of mind of a guarantee. If you can convince customers that your service is trustworthy and guaranteed to work, closing the sale is the easy part.
"People don't want to do the treatments anymore," says Shawn Stiles, district sales manager for Orkin. "They expect the Orkin person to come out and take care of their problem with a money back guarantee. All of our service is guaranteed."
Personal contact works
Building credibility with consumers is also an indispensable part of selling RIFA control. Effective communication can help build your credibility, so keeping people abreast of RIFA concerns is an integral part of promoting yourself as the solution to a consumer's problem. Think about your own purchasing decisions. Wouldn't you be more likely to purchase a car from someone who appears knowledgeable about what's on the lot? RIFA control is no different. For consumers to trust you to take care of their problems, you have to prove that you're an expert.
"It's an education to sell the customer," says John Buechner, director of technical services for Lawn Doctor. "Personal contact is the best way to sell fire ant control. People have to understand the product and the program."
Stiles agrees that communicating with your consumers directly is the most effective way to sell RIFA control.
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