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All right, so you get a call that goes something like this. Hi. I need you to come over to my house and I need you to do a one-time spray service for roaches, for fleas, poor ticks, for mosquito. And the customer is already starting out with this premise. That a one time service. Which is one-time application of a chemical spray? Is going to solve that problem. Why is that? Well, here’s what’s happened. The customer may have context for this assumption. They’ve lived in that house for 14 years. Once a year, they have a guy come in and spray and it solves the problem. Except for this time there is an infestation this time. Eggs have been laid everywhere. This time it went too long. And the problem, because the dynamics change, something changed. And they’re calling you. And you know enough about insect biology. And service treatments and you’ve done enough. I mean, if you’ve been in this business for more than one year, you probably have way over 2000 services that you’ve performed. That customer only has the context of the experience of the houses they’ve lived in. Let’s say they’ve only lived in three homes. There’s a new pastor. They’ve got an ant problem. And the last time the guy sprayed, he came over and sprayed for fleas. But this time it’s an ant problem and they’re thinking that a one-time service is going to solve the problem. You performed a one-time pest control service and 3 days later the client is calling to complain that they are still seeing roaches how do you set realistic expectations.
