Value Proposition To Attract and Retain Customers
A Different to Selling Pest Control Services When You Don’t Want to Compete on Price
In last week’s PCO Mentor, we read about the challenge of using a Unique Selling Proposition (USP) to attract and retain customers availing pest control services. In a commoditized industry like pest control, every other PCO is theoretically capable of offering service features that one PCO claims to have. At the end of that issue, we saw how being superior on numerous features helps to position a company as different and choice of customers. In this issue, let us further explore positioning a PCO by using what is called ‘’Value Proposition” in marketing.
What is a value proposition? It is how your pest control service solves your customer’s problems and benefits (both direct and indirect) that customer derives from your service. The value proposition could be used to influence your customer to choose your company over that of a competitor. It is a means of differentiation not involving price and clearly the most effective way out of a price-based competition that usually is a lose-lose proposition for both the winner and the loser.
In pest control, the pest itself is the obvious problem that needs to be solved and why customers avail services of a PCO. So, marketing your services just claiming that your company will resolve pest problems is a very limited approach and likely to be ineffective. Focus on the benefits the customer derives by availing pest control and highlight those. Some examples on the usefulness of pest control are shared below:
By helping a domestic customer get rid of cockroaches at their home, you are helping them avoid any food contamination. Also, the home-maker would appreciate your role in helping her portray a clean and well-maintained home (free of cockroaches) to her family and visitors.
A restaurant availing pest control services and has pests under check is advertising itself as a good place to visit and eat from. Further, the restaurant is remaining compliant with municipal laws by having scheduled pest control done. The establishment is also protecting itself from adverse publicity and loss of reputation that can occur if pests are spotted on the premises or in the food served.
A food or pharmaceutical company has a higher stake in pest control than other businesses. By availing pest control from a PCO who is both compliant and effective, the company avails many benefits. They are able to carry out processing in an environment free of pests and deliver products that are pest-free. They are able to be legally compliant and also face audits in which one aspect checked is pest control.
So, we see that our services have both tangible and intangible benefits. Those have to be known to us first, enunciated and thereafter consistently used in all our marketing collaterals. It is not enough to have a value proposition but it should be incorporated in the sales pitch, the company brochures, and the website. All employees should be aware of what the company delivers to the customer and be able to highlight it when required.
Unless a value proposition is thought of, articulated and consistently shared within the company and with the customers, there is always a danger that pest control services are being sold solely on price. To rise above price, value has to be highlighted and definitely delivered thereafter, as marketing includes delivery of value apart from creating and communicating it.
After reading so far your question may be how do you use it for your company? If you don’t have any value proposition so far, it is time you start thinking about the same. If you have one already, evaluate it against the criteria that we shall be discussing below.
Value propositions can be summarised and sometimes could be the tagline like Uber’s – The Smartest Way to Get Around. But, if you can’t have a short value proposition, don’t worry about it. Overall, it is better that your summary value proposition is short and can be written in 50 words or less. Do remember that it has to be recalled by your employees & a long one can be difficult to memorize (apart from the risk that the customer hearing it may lose interest mid-way).
I offer below some examples of what could be used by PCO’s:
Specialist in food industry pest control – providing services compliant to all standards.
Best residential pest control service provider in Thane, serving satisfied customers for the past 25 years.
The proven specialist in termite control with less than 1% recall from 10,000 sites.
One-stop service provider for all residential pest control needs at Chembur.
Hassle-free service – completely digitized processes, round the clock service & 1 hour response time to complaints.
Making value proposition is tricky and I don’t claim that the statements above are a perfect fit in a PCO’s marketing pitch. The first step necessary is to start thinking about what to highlight to the customer and include it in the company presentation under why customers should choose you (no need to list Value Proposition as a title). Thereafter, include this content in your website and brochures and make sure your sales team is trained in highlighting the reasons why you think your team is unique. In fact, all team members should know the company value proposition.
Periodically, call and quiz employees to find out how well they have internalized and can recall reasons customers should choose your service. Do also talk to your customers (preferably in person) and find out whether they agree with your own assessment – whether they think you are different and if yes, why they think so? All businesses survive and endure delivering value to their customers – so, it is not any different in pest control. Make sure you know what value your pest control service brings to the table & ensure that your team delivers it. Once customers know what benefits you provide them apart from the routine, but as a whole, they will appreciate you and retain you.
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Wish You A Very Successful 2020!