In a world of cutthroat competition, it’s tempting to think the key to success lies in undercutting your rivals and being the cheapest option. However, this approach to pest control pricing is a race to the bottom.
The other day, one of my clients told me a competitor was bidding on a large account against him. He wanted to know how low he could go in terms of pricing to win the contract.
Low-balling may boost sales, but it also will lead to a damaging cycle of eroding profits and brand devaluation. A strategic focus on selling at higher prices, when executed correctly, will yield better financial results.
Read Dan’s column at Pest Management Professional to learn about strategies for selling at higher prices.
Dan brings over 20 years of experience in accounting and managing high growth Pest Management Companies. As an owner, manager, chief financial officer and industry consultant, he has been involved with the development of several Pest Management Companies from inception to well over 100 employees and beyond.
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