— And Increase Your Profits!
Before we dive in, I want to share three short and important facts with you…
Fact #1: It’s 5-25X more expensive to acquire a new client than to keep an existing one.
Fact #3: Your existing clients are 50% more likely to try new services/products compared to your prospects.
Additionally, there’s a client retention factor at play. Meaning: even if a prospect converts into a client, they may only use you for one service, then move on to another company.
All of this goes to show that your happiest, most loyal clients are where the profits are at… Which is exactly why you should be upselling and cross-selling them. So let’s talk about how:
Fix your pricing in under 10 minutes!
Get Recurring Revenue with Yearly & Monthly Upsells
If you’re not upselling one-time clients into scheduling a yearly or monthly maintenance package… You might as well be throwing money OUT THE WINDOW!
Seriously. By far, this is the easiest, fastest, and most consistent way for you to continually increase your revenue.
You might ask, “How am I going to convince them?”
Easy. Just, “Make them an offer they can’t refuse”.
A perfect offer is:
Target + Desired Result + Urgency + Incredible Value = THE PERFECT OFFER
- Target — who you’re selling to (outright or implicit)
- Desired Result — the main service you’re selling
- Urgency — DEADLINES or LIMITS
- Incredible Value — the actual offer
In order to truly understand how to replicate incredible value, you must first ask yourself these questions:
- How can you add value?
- How can you make it an easy “yes” for them?
- Can you sell something at EVERYONE’s price?
- How can you GUARANTEE you’ll make money on a discount?
And in case you’re wondering, incredible value should be:
- Value Add/Bundles
- Discounting Correctly
- Attention-Grabbing Risk-Reversal
Here’s one of Patrick’s examples of an irresistible offer you might run a campaign on (which I changed a little to fit this situation):
Mosquitoes bugging you? Let the experts handle it – so you can enjoy your backyard all summer!
When you sign up for recurring mosquito control service before June 3, you’ll receive $50 off the season package.
- Target — customers who live in areas densely populated with mosquitoes
- Desired Result — upsell into a recurring mosquito treatment package
- Urgency — before June 3
- Incredible Value — $50 off season package
Here are more “perfect offer” examples for upselling into recurring plans:
A yearly package offer might look something like this…
Termites got you down? Protect your home with our Premium Termite Defense Package!
Sign up for our annual package before May 1 to receive 4 termite inspections a year with treatment, potential damage repairs, and protection.
And a monthly package offer might look something like this…
Did you know that even if you treat the interior of your home, pests can STILL invade it if you’re not treating your home’s exterior? The only TRUE PROTECTION is with our Premiere Home Defense Package!
Sign up for our monthly package by June 1 to receive monthly pest inspections with treatment, potential damage repairs, and protection.
“When you create the perfect offer,” Patrick says, “PEOPLE WILL BUY.”
Bottom Line: Even though your clients already love you, you’ll need to come up with an irresistible offer in order for your clients to buy into your upsell.
And if you REALLY want consistent revenue, take a look at our complete marketing guide for your pest control business.
The Power of Cross-Selling
If you’re not cross-selling your services, then you’re missing countless opportunities.
Cross-selling is similar to upselling. But when you cross-sell, instead of upgrading a one-time only plan to a monthly contract of the same service, you’re selling a client a service unrelated to the service they’re already using.
These are some services you should consider cross-selling:
- Ant removal
- Bee removal
- Snake removal
- Rodent removal
As your team conducts their inspections and services, have them be on the lookout for other problem areas on the property. Then, they can take pictures and document their findings and notify the client.
When you cross-sell, you’re doing a few things:
- You’re informing your client of other services you offer.
- You’re increasing your client’s overall value, and they might even purchase more recurring services from you.
- In the client’s mind, you’re looking out for their best interest (because you noticed something you weren’t hired to notice).
Overall, cross-selling is an awesome opportunity, and it’s FREE!
Combine Your Services to Create High-Profit Packages
You can try combining your upsells and cross-sells (like termite and monthly pest control maintenance) into one package deal.
It’s a great deal you can price higher than your usual pest control services. And chances are, your clients won’t even feel like they’re being upsold!
Quick Sidebar — If you opt not to combine these services, you’ll want to make it clear to your clients that your termite services are NOT included in monthly pest control.
In order to create other types of packages, these are some other services you can combine together:
- Exterior and interior treatments
- Termite inspection, treatment, potential damage repairs, and protection
Plus, if you convince your clients to schedule this as a recurring service (either monthly or yearly), you’ll stand to make even more profit with this package.
And if you want to be sure you’re making the most profits on your services… check out our pest control pricing guide.
Get more clients for your pest control business!
Pushing Past Your Stagnant Growth & BEYOND…
Whether you’re suffering from stagnant growth or you just want to grow your business, upselling and cross-selling your pest control services can be a MASSIVE game-changer.
You and your team should always be in the value mindset. Before you begin a job, ask yourselves:
“What can I do to add value to my client’s life today?”
Answering this question will help to open your eyes to the potential opportunities of each job.
And so, upsells and cross-sells can be the ultimate solution to the bottlenecks causing stagnant growth in your pest control business.
Originally published January 30, 2020 7:00 AM