[Mannes on Marketing] Top 10 tips to tip the scale in your favor

Mind your manners. We learned this long before we learned the importance of the bottom line. Yet, why is it that in today’s fast-paced world we often find ourselves putting courtesy on the back burner and instead focus on tenacious business tactics?

While there are many ways to "market" a business, many business relationships can easily be strengthened by practicing good manners, which are also an essential component in effective public relations. The following 10 simple tips can keep customers impressed with your professional service and position your business above the competition. These word-of-mouth marketing strategies will tip the scales in your favor when it comes to referral business for your pest management firm.

1.) Phone Etiquette. The first impression a new customer receives is most often during the initial phone inquiry about your services. For this reason, it is important to practice good phone etiquette. Try to answer the phone by the second ring, be polite and attentive, try to be flexible when setting up meetings and appointments, and smile while speaking. When phoning a customer, make the call in a quiet atmosphere free from distractions. If you sound professional and courteous on the phone, you will put your customers at ease — increasing their confidence in your services.

2.) Say Hello & Goodbye. It is very considerate to greet the client and then say goodbye at the end of a treatment or inspection service. This will alert them that you will be walking around their property and will let them know when your service is complete. Many customers rearrange their schedules for your appointment and may have plans to leave the property once the service is over. It also gives the client an opportunity to discuss concerns or pose additional questions.

3.) Establish Rapport. Striking up a simple conversation is a great way to break the ice and to establish an open dialogue with the customer. If speaking in person, shake hands with customers and look them in the eye. Before delving into technical explanations, ask questions and show an interest in what they have to say. Avoid discussing anything too personal. You will be entering someone’s private home, so it is important that your clients trust you and feel comfortable with having you there. Several minutes of small talk can create a relaxed, enjoyable environment.

4.) Professional Appearance. It is important to look presentable when meeting with customers. Wear a uniform or clean, rip- and wrinkle-free clothing that is appropriate for the job. By appearing well groomed and professional, clients will trust that you are capable and competent at your job.

5.) Leave Your Personal Life at the Door. Focus on the customer. When working at a customer’s home or business, it is important to focus on the job. Avoid answering your cell phone or conducting other business on another client’s time. The customer is the priority when you are in the field and your complete concentration will be appreciated. Also, if a client asks, "How are you?"— do not delve into personal problems. Unless the customer is a close, personal friend, he or she can feel uncomfortable and it is best to leave details of your personal life at the door.

6.) Communicate Effectively. When communicating with customers, listening to what they have to say is just as important as discussing your own agenda. Pay careful attention to their questions, and be sure to understand their concerns. Make every effort to do whatever it takes to eliminate those concerns. Be patient, and provide clear, thorough answers to their questions. Going above and beyond to make your customers feel at ease will pay off in the end.

7.) Explain Your Services. When beginning a job, provide the customer with a detailed description of your services. Explain what is involved in a procedure, the time required and disclose any extra costs. If the customer knows exactly what to expect ahead of time, it will avoid confusion and frustration later.

8.) Be Considerate of Clients’ Property. When visiting customers’ homes, be considerate and show concern for their property. Wear booties over your shoes to avoid dragging outside elements into the home. When performing a treatment, be sure to leave everything in the same condition you found it. Customers will be appreciative of your consideration.

9.) Prompt & Punctual. Arrive on time. Arriving late will inconvenience the customer and give the impression that you are unreliable. If you must cancel an appointment or arrive late, call in advance to apologize for the inconvenience.

10.) Say "Thank You." A simple "thank you" can go a long way toward making a positive first impression. It is important that customers know that you appreciate their business and don’t take them for granted. You can express your appreciation in person, but you can also send a "Thank you for your business" card after their first treatment, in a holiday card or when promoting a new service or special offer.

FINAL THOUGHTS. Pest control procedures sometimes can be overwhelming for customers. These tips may seem to some pest management professionals like small, trivial things to do, but customers will appreciate the effort and recognize your superior service — tipping the scales in your favor perhaps not only with one customer, but with all their friends and neighbors, too. I’ll leave you with this famous quote: "Courtesies of a small and trivial character are the ones which strike deepest in the grateful and appreciating heart." — Henry Clay

The author is vice president of public affairs, National Pest Management Association/executive director, Professional Pest Management Alliance. She can be reached at cmannes@giemedia.com or at 610/584-9070.