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Q: Why aren’t my technicians bringing in customer referrals? What can I do to increase the referral rate?
It’s likely to be one (or more) of three reasons:
1) They aren’t asking. SOLUTION: Do a ridealong to evaluate the situation. If technicians aren’t asking, you have a motivational issue that must be addressed. (See No. 3.)
2) They aren’t “asking” correctly. SOLUTION: This is a training issue.
I suggest using the following pitch and technique:
THE PITCH: “I’d like to offer a neighbor, friend or relative the same level of service I have been providing for you. I’d appreciate it if you would jot down some names, addresses and phone numbers, so I can enlighten them about our services.”
THE TECHNIQUE: While you are concluding your pitch, hand them a sheet of paper and a pen. Notice that we never “asked” for the referral. We made a statement. That’s the key to success!
3) Your incentive program is inadequate. SOLUTION: Develop or revamp your incentive program. Be generous. Remember, if each of your current customers gives you only one referral a year that turns into a sale, your customer list will double.
Q: Are door hangers an effective marketing tool?
Door hangers are one of the oldest, least expensive and most successful forms of direct marketing. The primary reason for their success: Your customers must handle them to remove them from their front doors. To grab a prospect’s attention, the design and offer are crucial to winning this type of sale. Offer dollars off, not percentages.
Email your industry marketing questions to Harvey at hgpcmcinc@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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