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Tell. Don’t Ask.

By Hal Coleman
ere’s a pest control marketing tip It’s just the way we are programmed…
YOU can go out and start using all the way from birth. We are trained to
today to increase your sales and take commands. We generally do what
Hclosing percentages…and that we are told to do. Even as adults…our
means more $$ in the bank! bosses, spouses, and others…give us

FACT: Your customers look at YOU as commands to do things.
the expert. They trust you to be honest Examples of common commands that
and have their best interest at heart. They we obey:
will take their cues and commands from • Read your book
you based on that trust. • Brush your teeth
So…the next time you see something • Turn out the light
that could be a problem, such as evidence • Close the door
of rodent activity or conditions conducive • Smile
to some type of infestation…don’t ask • Move over
your customer if they would like for you • Pass the salt
to check it out. Instead…TELL THEM what • Hand me the remote control
you are going to do. • Follow me

Think of it this way: If you go to your There are thousands of commands we
family doctor for your annual check-up, automatically obey…without question…
and they tell you that they hear a funny and it starts at birth. That’s why it is so
sound in your chest. They don’t say, important to ad a “Call To Action” each
“Would you like for me to recommend a time you take out an ad or do a sales
specialist? No. They say, “I’m going to presentation.
send you to a specialist and I want you to FACT: With few exceptions…people do
get a chest x-ray.” what they are TOLD.
Same with your automobile. If you take So…don’t ask’em…TELL’EM!
it in to get the A/C worked on…and they
spot a worn belt…the TELL you that you Hal Coleman is
need to replace the belt. And that’s what a small business
you do! coach and
sales trainer
Do you see my point here? specializing in
If you ask your customer what they the pest control
want you to do…it will confuse them and industry. He can
they may put you off. But…if you tell them be reached at
what needs to be done…they will tell you 770-993-0004
to do it. or email Hal@
HalColeman.com.
Subscribe to his FREE online articles and
videos at www.PestControlMarketer.com.
IPMA Connection • 2nd Quarter, 2019 Page 5