Small Business Marketing – Why your customers dump YOU for a cheaper price!

One of my pest control coaching clients recently asked me, “Hal, what can I do about customers bailing out on me and going with another company for a cheaper price?”

I said, “Well…let me ask YOU a questionDo you have a dentist?  Would you bail out on your dentist and switch to another one if you could save a few dollars? What about your family doctor…would you bail and switch if you found a cheaper one? How about your mechanic?  Would you dump him for a cheaper mechanic?  What about your barber?”

His answer to each of those questions was emphatically “NO”.

I said, “So…why do you think people are quick to bail on their exterminator in order to save a few bucks?”

Here’s what I think:

  • They have no RELATIONSHIP with the exterminator.
  • They have not grown to KNOW, LOVE & TRUST the exterminator.
  • They feel no sense of DEBT to the exterminator.
  • They don’t see much VALUE in the exterminator.
  • They don’t have much clue as to what the exterminator actually DOES FOR THEM.
  • The exterminator hasn’t EDUCATED them properly.
  • They view the exterminator as an EXPENDABLE ENTITY.

Most people would never think of dumping their dentist, doctor, mechanic, or hairdresser just to go with a cheaper price.   And it’s all because of the RELATIONSHIP.

We don’t normally dump people we know, love and trust…especially when they are taking care of us.

BOTTOM LINE:  If you will work harder to develop a knowing, loving and trusting relationship with your customers, you won’t get dumped for a cheaper price.  (When I owned my pest control company I was the most expensive company in Atlanta and I averaged double-digit growth for 18 years!)

Yes…I do realize there are exceptions…but for the most part…it is a FACT.

As always, thanks for taking the time to read this…and I hope you have a great day.


PS.  If you’d like to talk about having me as your personal coach and show you some dynamite ways to get more new customers, just give me a call at 770-993-0004 and let’s talk about some ways I might be able to help YOU achieve your goals this year!

Go to my website,   and just scroll down the home page and read the testimonials from some of my clients.  Feel free to call any of them.  They will be happy to talk with you.





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