The Purchasing Decision Is A Complex Process

The purchasing decision for professional pest control services can be a confusing process, and no two customers handle it quite the same way.

Thinking about how consumers purchase pest control services reminds me of a situation that occurred recently with my future brother-in-law. He needed a new washer and dryer, but was too busy to drive around town looking for the best deal.

Basing his decision on a good experience from the past, he called Sears and asked them to send over their best washer and dryer. Basically, he had only two questions for the salesperson, in the following order: “When can you deliver them?” and “How much will it cost?” He knew the price wouldn’t be the lowest in town, and he didn’t expect it to be. And, when all was said and done and the new machines were in place, he was very satisfied with his decision.

Now I realize that not all consumers handle major purchases this way. Many consumers, in fact, are quite willing to learn about the different brands available, any sales being offered, service plans and of course, price. Some might even go on a hunt in search of the most expensive product, thinking the priciest one must be the best. But I think this story illustrates the fact that not all consumers buy on price alone. Convenience and quality are very important, and price, while always a factor, does not necessarily rule the day.

For many consumers, buying pest control services is similar to buying important household appliances. No two customers are alike, and you can’t assume you know what factors influence a particular customer’s buying decision.

Some customers will call three companies looking for a quote, and some will call only one. On the other hand, some customers wouldn’t even consider calling a professional before first tackling the problem on their own. They would simply head over to the local lawn and garden store and come home with a trusty do-it-yourself remedy.

In fact, when it comes to hiring a pest control professional, I think most people would rather not dwell on the situation, but just want to hire a capable company to come over at a convenient time, take care of the problem in short order, hand over the bill, and leave. In fact, many customers would probably prefer not to be around at all if they can get away with it.

It’s in this regard that I think the industry could do a better job. Effective business people take the time to listen to customers and then try to provide for them what it is they want. Many companies, it seems, don’t take the time to find out what factors are important to their customers. Instead, they quickly revert to the old sales pitch that centers around great service at an unbelievably low price. It’s time, I think, for some companies to come up with a new sales hook.

Pest control companies need to take a hard look at what exactly their customers are asking for. They need to figure out exactly what it costs to provide that service, and then charge accordingly. To better serve a broad range of customers, they might choose to provide lower-priced alternatives along with higher-priced offerings. And they should be prepared to explain the difference.

We are continually receiving letters from PCOs complaining that price-cutting is still a widespread problem in the industry. Thankfully, for many smart consumers, price will never be the major issue. But those companies who continue to use these tactics to win business are not doing themselves, nor the industry, nor their customers, any real favors.

With all that we know about pest control today and our dependence upon a changing work force that also needs to earn a decent living, proper, realistic pricing is important. And in the end, it seems, customers will only get what they pay for.