by Jeff Molander
Time to read: 3 minutes. I recently discovered how today’s leading pest control businesses generate leads with social media. Plain and simple—if you want more sales to result from whatever you’re “putting out there” on social media make sure you are causing customers to become confident in themselves (as buyers). Because if you do this well enough prospects will gobble up your advice and ask you for the sale. To achieve this, top pest control businesses are using a specific process that I’ll now show you.
Believe it or not, using Facebook, blogs and LinkedIn to give fast, useful answers to customers and prospects is the trick. You see, pest control shops generating more new customers (and up-selling existing accounts more often) are giving residential and business customers distinct reasons to offer more than a “like” on Facebook. Here’s and example… how it works.
Step 1: Solve Customers’ Problems
You’ve probably heard that posting on Facebook or tweeting on Twitter a certain number of times, on certain subjects, on certain days is the key that unlocks sales with Facebook. But it’s simply not true. The real secret for pest control shops is getting back to basics. This means focusing on solving customers’ problems. In other words, “what works” is playing to the fears and goals of your customers in ways that create desire or entice them to take an action.
Use social media to help customers understand their problems more clearly, in ways that make them more equipped (more confident) to understand what it really is that’s best for them. In many cases this will be the solutions you provide. Hence, your service or contract then becomes the next logical step in an educational journey—not a sales pitch!
Consider vacation time share marketers. Why would they pay prospective customers to attend workshops—sending them on all expenses paid vacations to exotic locations? Yes, to listen to customers and gather up and respond to buyers’ objections. But also to help prospects get a better, clearer understanding of what kind of vacation experience they really want. Those vacation workshops are also designed to let customers feel in control and make decisions about products they want to buy—in a non-threatening yet controlled, “transparent” environment.
The opportunity with social media is no different if you just get back to basics—focus on solving customers’ problems and give them confidence in themselves (in you!).
Step 2: Create Leads with Engagement
Use social media to discover customers’ hidden desires, itches that need scratching… then move prospects toward an appropriate solution by scratching those itches. Sometimes that solution is a purchase.
Here’s how you can start doing it: Use social media like Facebook in ways that encourage people to ask questions about challenges that may or may not relate directly to pest control. Discover their fears, business goals, etc. Help customers discover and express deep desires and serious roadblocks—the real decision points. Get focused conversation going!
Step 3: Provoke Response with ‘Ethical Bribes’
To make the leap from conversation to business lead make sure you provoke responses from customers. Make everything you “put out there” on social media actionable. Give customers or prospects something to take action on.
Some of the more innovative pest control shop owners are “ethically bribing” customers with cleaning, health and sanitary knowledge they’ve never had access to before. Think in terms of an “Ultimate Guide to Do It Yourself Insect Control.” Leading pest control shops are stacking these guide books and videos with solutions to problems customers don’t yet know they have.
That’s the candy. That’s how you can become provocative (get customers to respond).
The trick is showing customers ways to take action on opportunities, avoid risks and solve problems that ultimately connect to your shop’s offerings.
Remember (here’s the most important part) give away your valuable knowledge in exchange for understanding something about the customer—who they are, for example. You can also discover their intent to purchase—what fear or uncertainty is holding them back. This is the actionable part.
In other words, give your audience something valuable and generate insight on them—qualify them as leads and nurture them to fruition.
Take Action Right Now
Think of it like making everything you do on social media scratch customers’ itches.
The key is to leverage your strengths in ways that reveal what you/your technicians are seeing that most people are not right now.
Ask yourself, “what do I or my techs know—right now—that’s unknown and revealing?”
Think in terms of a health risk or opportunity that your customers will react strongly to.
Here are tips on getting started:
Talk to me: Give customers a reason why they need to think about something important to them in a powerful new way that gives them a reason to talk to you… so they can more clearly understand what you just provoked.
Make it easy: Use contests, calls to action, bold statements—do what it takes to prompt a reaction and make it easy for customers to qualify themselves as leads. Contests and give-aways work too!
Re-purpose content: Are you already helping customers put out fires or do more with less? How? Where? Collect and organize this information using simple, accessible tools like a blog. Consider ways to prompt customers on Facebook to visit your blog, induce a response and capture a lead.
A Free Training Course to Get You Started
This article will get you started but if you really want to answer questions like, “How do I find my target audience with social media and get noticed?” or “What are the best ways to engage my target audience in ways that sell?” take a look at my FREE Make Social Media Sell Now Training Program.
Photo credit: sugarbear
About the Author
Jeff Molander+ is the authority on making social media sell. He's a sought-after corporate trainer to small businesses and global corporations like Brazil's Petrobras. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network. Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His new book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.