Treating female customers with respect and honesty can often see them becoming the biggest – and most vocal – advocates for your pest management business.
A 2015 study by National Australia Bank found that women are more likely to control household expenditure and make decisions about the purchasing of major household items. Furthermore, 70% of part-time workers are women, meaning they will most likely be your customers when you turn up to do an inspection, and they will be making the decision about any required course of action.
Pest managers can ensure successful interactions with female customers by, firstly, being on time. She’s juggling part-time work with a house and family, so doesn’t have time to be wondering where you are. If something unexpected delays you, give her a courtesy call to let her know. This may result in rescheduling to another day (if she has another appointment), but she’ll respect you more when she meets you.
Secondly, be polite. Manners matter: look her in the eye, introduce yourself, shake her hand, ask how she’d like to be addressed (first name or Ms X). Let her know that you’d like to answer any questions she has and then explain what your inspection involves. Don’t use your phone until you’re back in your vehicle.
Finally, be professional. Ensure you’re dressed appropriately and tidily. Ask her what she has seen and ask her to show you where the issues are. Show genuine concern and understanding. Show respect and care, particularly of children, pets and fragile items. Don’t leave evidence of being there – clean up after yourself.
Taking these approaches will ensure your female customers have a good experience, and if they do, they will talk, letting many others know who they can trust. Imagine not having to advertise because you were already at full capacity! As much as a good experience leads to word-of-mouth recommendations, a bad experience spreads like wildfire.
Fixing a problem comes down to simple communication; politely outline the problem and explain how you’d like to fix it. Get her buy-in straight away and don’t forget to apologise – just saying sorry (even if it wasn’t your fault) often diffuses what could otherwise be a heated situation. Give alternatives, along with your recommendation for a particular situation, to help her feel that she has control and has had the chance to analyse alternatives before making a decision.
Women tend to be more interested in value than technical features. Hot spots include: security of her home; safety of her family, particularly young children and pets; safety to the environment; flexibility to changes. She may be a researcher, so leave some literature and website information behind for her to do some homework before committing to a path forwards. Follow up in a few days to get her commitment and ensure you’re communicating in her preferred way (email, home phone, mobile).
Sentricon AlwaysActive is an ideal termite management system to present to women as it ticks all the boxes. It is active from the moment of installation, providing instant security for her home, whether it has a current infestation or not. Being an insect growth regulator inside a solid rod, it poses no risk to children or pets. The termiticide rod has no odour, no volatility, and will not leach, so it is suitable for even the most sensitive of environments. As the system consists of stations around a perimeter, it can easily accommodate any extensions or changes to the landscape, making it utterly flexible to any change.
Understanding the needs of your customer while being reliable, polite and professional is a winning combination for the success of your business.
Joanne George, Business Manager, Dow AgroSciences Pest Management
