6 Easy Ways to Sell Pest Control Services Online
At Click to Buy, we’re always looking for creative ways to help pest control business owners better sell pest control services online. This article focuses on six ways your company could start selling general pest control services online, with just a click.
Sell Pest Control Services for a Fixed Cost
Let’s start with the easiest – if you’re looking to get started quick and easy, the simplest approach is one that requires the easiest math. In this scenario, there is a “one-cost fits all” pricing model where pest control services are a fixed cost regardless of the size of the home. This approach could also be considered “loss-leader pricing” – a strategy that is used to attract customers with desirable discounted services with the intent to encourage homeowners to buy additional services down the road (e.g. mosquito fogging, ant control, lawn services, etc.).
One-Cost Fits-All Pricing: Ex: $49/mo
In the One-cost fits all approach, your profit margin may vary on a house-by-house basis. However, you could generate more sales and recurring revenue, given that there is less reliance on homeowner involvement and formulas to compute pricing. Additionally, if add-on services are purchased during the process, even better.
Simpler pricing has its advantages and would be a great approach if you’re a newer pest control company looking to build up recurring revenue through a simpler pricing model quickly. A fixed-cost approach would also allow your marketing team to focus on one specific pricing model which could help reduce marketing expenses as well.
Sell Pest Control Services by the Square Foot
Another approach to pricing pest control services would be to calculate the price based on a simple cost per square foot (sq. ft.) of the prospect’s house.
Get exact pricing by multiplying the house sq ft by a price. Ex: 2369 sq ft x $.02/sq ft = $47.38/mo
This approach is great because it’s easy to calculate and is more exact (which translates to greater profitability as square footage increases). When prices need modification, you need only adjust one number to increase pricing across all future calculations.
One downside to this approach is the potential for odd pricing. When auto-generated in this more precise fashion, prices aren’t rounded to the nearest dollar, so instead of a clean $47/month, you may end up with something like the example – $47.38/mo. When prices are odd, there is a potential for friction during the checkout process. Odd pricing can lead to consumer mistrust and doubt of fair and accurate pricing. That said, most rounded prices change after tax is added anyway.
SQ FT Side Note: When using sq. ft. as a variable in your formulas, it’s important to note that calculating general pest control services based on exact sq. ft. has its exceptions. Quality pricing is only as reliable as the sources and services that provide the data – even Google and Zillow don’t have it all figured out. If the data source isn’t updated frequently to include new home construction OR updated square footage after remodels or add-ons, you could run into some situations where pricing isn’t accurate. Regardless, you’d still have more winners than losers when compared to the first, fixed-cost option.
Sell Pest Control Services with a SQ FT Pricing Matrix
Another approach that utilizes the sq. ft. of a home involves what we call a pricing matrix. This approach presents a fixed cost when the sq. ft. of a house falls within a specific range.
Apply fixed prices to sq ft ranges.
Ex: 0-1999 sq ft = $46/mo, 2000-2999 = $48/mo, etc.
Some deeper thinking is required to determine the right ranges, or sq. ft. bands, and each associated pricing tier. It may also involve increased time and resources to update pricing when changes need to be made.
There are many benefits to the matrix pricing approach that are worth considering. Firstly, when compared to a fixed cost price, this approach will have more winners than losers due to the added control over the sq. ft. bands. This can help keep things simple for your pest control business, reduce risk, and increase profit.
Secondly, when compared to the cost per sq. ft. approach, the sq. ft. pricing matrix allows for clean pricing regardless of the size of the home (i.e. $48 vs $47.38) which is easier for homeowners to comprehend.
Get Creative with Pest Control Payment Options
Two of our favorite Guiding Principles are “We will provide options.” and “We will build trust.” One simple way we accomplish both principles is by presenting homeowners with different payment options for general pest control programs. This helps differentiate the pest control company through choice and improves the customer experience.
Independent of how the annual cost is calculated (e.g. fixed cost, cost per sq. ft., or sq. ft. pricing matrix), presenting payment options in monthly, quarterly, or annual/one-time options gives homeowners the value of choice in selecting the right plan for their household budget.
Provide monthly, quarterly, and annual options.
Some advantages of payment options include:
- Breaking comprehensive service plans into smaller bite-size payments;
- Increasing cash flow by getting paid upfront for an entire year of services;
- Demonstrating financial stability and sophistication through a flexible payment model; and
- Improving the customer experience and building trust through the power of choice.
Mix ‘n Match Options and Discounts
The final pricing approach encompasses all strategies outlined in this article, combining a variety of purchasing options and calculation methods. It also includes some pricing techniques to entice the homeowner to add more services by leveraging discounts.
Think more deeply about your customers and create options that fit their needs.
A lot is going on in the example above, so let’s break it down.
- One-time Treatment – A fixed cost price for a single pest control service allowing the homeowner to try the service before they subscribe to a larger pest control program. The one-time treatment helps mitigate any perceived risk and would be a great option for homeowners disinterested in a long-term commitment. For example, a homeowner may want to treat their house before it’s put on the market. This option is more expensive given that it includes an initial setup fee + the cost of the visit.
- Monthly Billing – A standard annual pest control program (that is billed monthly) with the cost based on the sq. ft. pricing matrix. This monthly price is considerably cheaper than the one-time service which can incentivize the homeowner to consider a longer-term program.
- Annual Billing + Save 10% – This third option is also calculated with the cost/sq. ft. matrix, however, the rates are discounted by 10% to incentivize the homeowner to pay in one annual lump sum, which can help with operating cash flow.
When presenting options, it’s important to offer only selections that align best with your company’s objectives. Some pricing techniques, when too extreme, can backfire and target the wrong market for your services.
Not sure where to get started? We can help.
If you’re interested in learning more about selling pest control services online, we are here to help guide you on your journey. An important thing to remember is that you don’t have to go all in and sell every service immediately. You can start small and grow – selling one option or one service and then slowly adding more options and more services into the mix. Move at your comfort level and pace.
You’re just one step away…
Let your customers Click to Buy Services.