Q&A: Customer expectations, local home show and budget advice

By |  May 2, 2016
Photo: ©iStock.com/frender

Photo: ©iStock.com/frender

Q: We are having a debate over the definition of what it means to “exceed customer expectations.” Can you please clarify?

Customers expect excellent service and professionalism. Therefore, delivering outstanding service does not qualify as exceeding expectations. Going beyond what is expected means just that: Change a light bulb; change a smoke alarm battery; move the trashcans from the curb to the garage. By doing the unexpected, you are exceeding expectations.

Remember to make note of these things on the service ticket, especially if the customer isn’t at home when the service is performed. You can’t exceed expectations if no one knows about it.

Q: I own a small company and plan to participate in a local home show next month. How can I attract visitors to my booth?

Consider these ideas:

  • Invest in a professionally designed banner with your company logo and slogan, to use as a booth backdrop.
  • Set up a large video monitor, attach it to your laptop, and play a slide show or video that features seasonal pests.
  • Rent a “Wheel of Fortune” from your local event rentals company. Encourage booth visitors to spin for giveaways.
  • Distribute giveaways such as embossed magnets, pens and even chocolate-covered edible insects.
  • Conduct a “Presidential Roach Race,” naming the pests after the candidates. Create a self-contained racetrack. Invite local media outlets to cover the event.

Q: I have a small marketing budget, but I’m being solicited constantly to advertise on Yelp, Angie’s List, Home Advisor, etc. What should I do?

Wait until you can afford to test these websites. Each delivers vastly different results, depending on the markets they serve. They each have their pros and cons. If you’re considering choosing one, do your research first. Pricing is usually negotiable. In the meantime, consider other avenues such as networking, marketing add-on services and asking for referrals.

Email your industry marketing questions to Harvey Goldglantz, president of Pest Control Marketing Co. and author of Marketing Matters, at hgpcminc@aol.com. Your questions most likely will be printed and answered in one of Pest Management Professional’s upcoming Marketing Matters columns.

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