When it comes to growing a pest control business, word-of-mouth marketing can be one of your most valuable tools. There’s simply no better advertising than a glowing recommendation from a satisfied customer. Not only is it free marketing, but referrals also come with built-in trust since they come directly from someone your potential customer already knows and trusts.
However, referrals don’t just happen on their own. You have to proactively cultivate them through strong relationships and top-notch service. The good news is that it’s not as difficult as you think. By focusing on customer care, follow-up, and keeping your happy customers in mind, you can maximize the number of referrals your company receives.
In this post, we’ll explore some tried and true tactics for getting more customers to spread the word about your company.
1. Have Great Service
This may seem obvious, but great service is the foundation of any solid referral strategy. Take an honest look at your company’s service level. Are your technicians responsive, solving issues quickly and effectively? Do they take the time to explain things clearly? Are your office staff friendly and competent at answering questions?
The quality of your service plays a major role in determining customer satisfaction. It’s important to regularly get feedback and address any shortcomings right away. Some specific areas to focus on include
- Responsiveness - Technicians should respond quickly to service calls and communications. Set clear expectations for response times.
- Communication - Technicians should keep customers informed during service visits and clearly explain findings, recommendations, and next steps.
- Friendliness - A positive, friendly demeanor goes a long way towards customer loyalty. Make sure staff are personable and professional.
Delivering consistent and truly stellar service should be the #1 priority. This will increase satisfaction rates and, in turn, word-of-mouth referrals.
2. Cultivate Customer Relationships
Simply asking customers for referrals generally doesn’t work well. You first need to establish trust and familiarity. This means cultivating customers as long-term relationships, not just one-time transactions. According to a report by Annex Cloud, referred customers have a 37% higher retention rate on average. This clearly demonstrates the value of referrals for enhancing loyalty and long-term relationships. The likelihood of customers referring your business increases by 33% when you have an established relationship backed by quality service. (Source: Forbes)
Here are some tips:
- Establish open lines of communication and encourage customers to reach out with any questions or concerns. Make it easy for them to get updates and provide feedback.
- Come up with a system to periodically check in with customers after a service visit - perhaps a quick email or phone call. This shows you care about follow-up and allows you to address any outstanding issues, impressing customers with your dedication.
- Consider loyalty programs that reward customers for repeat business. This incentivizes them to use you again and deepens the relationship over time.
- Customers will be more inclined to refer you once you have consistently provided 5-star service. Prove your worthiness by being reliable, transparent, and exceeding expectations at every turn.
By purposefully fostering customer relationships, you build trust and familiarity. This paves the way for organic referrals as satisfied customers naturally think to recommend you without prompting.
3. Follow-Up After-Service Visits
Following up with customers after a service appointment or visit is a highly effective yet often overlooked tactic for getting referrals.
According to a Wharton School of Business at The University of Pennsylvania report, “The lifetime value of referred customers, measured over a six-year horizon, was 16% higher, on average, than that of non-referred customers,” thus indicating the long-term value of the referral-generated business.
Here are some reasons it’s important:
- Address Potential Issues - Sometimes, problems crop up after the technician leaves or customers realize additional questions. Following up gives them an opportunity to get solutions or info they need. This helps minimize negative word-of-mouth.
- Leave Good Impressions - A follow-up call or email reinforces that you care about customer satisfaction long after the sale. It keeps your business top-of-mind and strengthens positive sentiment.
- Get Feedback - Asking for feedback provides insights you’d otherwise miss. You can learn about problems that might be spreading by word-of-mouth or learn what you’re doing well to keep doing more.
- Upsell Opportunities - Follow-ups allow you to remind customers about complementary services they may be interested in. A pest control company might offer lawn fertilization, tree spraying, wildlife trapping, and more.
Set reminders to follow up with customers one week and one month after service visits. This simple system keeps you on their radar as a reliable provider they’re happy to recommend to others.
4. Offer to Refer Customers’ Businesses
Here’s an easy referral tactic that is often overlooked - offering to refer your customers’ businesses or ventures.
For residential customers, ask what they do for a living and if they have any side businesses or causes they want support with. Offer to promote them to your customer base where appropriate through social media, word-of-mouth, introductions to influential contacts, etc.
For commercial customers, they could benefit from referrals just as much as you could. Extend the offer to share their business name and services with your personal and professional networks.
There are a few potential benefits to referring your customers without expecting anything directly in return:
- Reciprocity - When you demonstrate goodwill by assisting your customers’ business efforts, they are much more likely to return the favor.
- Strengthen Relationships - Referring customers makes your relationship less transactional and builds a spirit of mutual benefit. They become more emotionally invested in your success.
- Word-of-mouth - Simply talking up your customers positively influences new potential customers in your network. This indirect referral helps grow awareness.
While you may not see immediate referral business stemming directly from customers you’ve referred, the goodwill and relationships built definitely can pay dividends. Consider adding “refer customers” to your follow-up procedures.
5. Ask for Referrals Directly
While referrals ideally happen organically, don’t be afraid to ask directly! A report by Ogilvy Cannes found that “74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.” This highlights the power of direct referral requests for driving new business. If you’ve built strong relationships and delivered excellent service over time, customers should be more than happy to comply with requests.
Here are some best practices around directly asking for referrals:
- Don’t Put on the Spot - Frame asks more as an open invitation rather than a spot demand. For example, “We grow a lot through word-of-mouth and are always looking for new customers. Please keep us in mind if anyone you know ever needs pest control!” This friendly ask allows them to say yes but doesn’t force it.
- Have Incentives Ready - Sweeten the pot by mentioning any referral rewards or discounts you offer. For example, give $50 off to customers who refer someone who books a service call. Incentives give an extra nudge.
- Follow Up Systematically - Add a referral ask to post-sale follow-up contacts. This could be a phone call, email, or even hand-written notes. The key is incorporating it into regular procedures versus an annoying one-off ask.
While some customers will likely refer without incentives or asking, others need that extra prompt. Develop systems incorporating gentle referral requests and rewards into your customer follow-up processes.
6. Encourage Online Reviews
In addition to direct referrals, online reviews are a credible form of word-of-mouth and can influence potential customers. BrightLocal says 97% of consumers read online reviews for local businesses.
Some ways to use reviews for referral marketing:
- Make review requests part of follow-ups via email/text
- Provide quick links and instructions for leaving Google or Facebook reviews
- Respond publicly to all reviews received
- Spotlight great reviews on websites or ads
The quality and quantity of online reviews impact local SEO rankings as well. Pest control companies can leverage sites like Google, Facebook, and Yelp to generate referrals by actively soliciting timely reviews and publicly engaging with customers.
Conclusion
Getting more customer referrals is an elusive goal for pest control companies. However, by purposefully focusing on providing stellar service, building genuine customer relationships over time, asking for referrals directly, and implementing systems for follow-up, it’s very achievable.
Referrals not only allow you to win new business in the most cost-effective way possible, but they also establish trust and credibility in the eyes of prospects who value word-of-mouth recommendations.
If you found these tips on maximizing referrals useful, please don’t hesitate to reach out to discuss how my digital marketing services could further help your pest control business find and engage new customers. I specialize in referral marketing, content marketing, SEO, social media, and Google Ads.
