Wholesale Price or Overpriced Junk Service?

Dear Aamco Transmission,
I had my transmission worked on by your company about 2 years ago.  One of the reasons I chose your service was because of the lifetime warranty that was promised.  I find out now that it was a “lifetime transmission service”, not a warranty and that there is no existing warranty on the work performed.  Apparently it was 12k or 12 months.  The transmission that you replaced or rebuilt hasn’t hit 20k yet and is shot.  The branch I went to said I got a smoking deal,  that if I want they will match that price. Is it really a smoking deal if its now broken?  Is there any way you can help resolve this?

Dear Customer, We spoke to the AAMCO franchise in Mesa concerning your van.  They tell us that your original service was done for essentially a wholesale price and that they are willing to come down even slightly from that amount with a longer warranty this time.  We suggest that you contact Zack at the AAMCO center and consider that offer carefully since it appears to be extremely reasonable.  AAMCO Customer Relations.

I am aware that Zack mentioned it was a wholesale price. I would have preferred to pay the extra $500 to have it done right the first time. Thanks for your feedback. I am sorry but I don’t feel it fair to sell me something that doesn’t work so that you can sell it to me again later…

My Take –

Zack’s proposal was about $1600.  Last time they “fixed the transmission” it was a little over that price. I was assured last time that the work done would last and that since the engine was still good that no other major repairs would be needed on the van. Zack even said “Well you’d hope it would last more then 20k”. Yes, I am kicking myself for letting him give it back to me when it was still shifting hard, with the excuse that the computer would adjust. Basically it sounds like I got ripped off. I am sorry that it was the former owner but the name is the same. Unfortunately since this is a branded company you will live and die by the name your brand carries. Don’t believe me, then read J.D. Powers- Satisfaction.

I know this sucks all the way around, because it was probably just one guy that screwed up, but I feel that I am getting the short end of the stick here and I don’t feel that the resolution offered was fair.

So how does this relate to Pest Control?

First, I have to say, I have a little more respect for Orkin and Terminix.

But more importantly, Pest Control Prices! Charging a customer less and doing a lesser job is bad business.

I was probablly undersold.  The guy fixing my transmission probably went with the cheapest possible solution.  Results we “okay” to start but it was not a long term fix to my problem. Ultimately I, the customer, feel like I got ripped off.  Now I tell 5 people about it… or 5,000 depending on who reads my blog.  The net effect is that you do more damage to your company by offering a cheap service for a low price.

… oh, and 3rd don’t advertise something that may be easily misinturpetted, like “Lifetime Transmission Service.”

Read more on Pest Control Prices.

Pest Control MLM – Primerica

Marketing Tactics 101-

The following is a record of a recent run in I had with a Primerica representative.  This individual contacted me via an email address and a phone number that I provided on a Boy Scouts of America sign in sheet for Safe Swim.  (A little bit of background, I volunteer as an Assistant Scout Master to the local Boy Scout Troop, chartered by my religious organization)  While I wasn’t too upset at the original call or the follow up and the emails, I have to question the sincerity of this individual for my welfare.

___________________________________________________________________

—–Original Message—–
From: Bryan *****

Sent: Thursday, March 26, 2009 7:43 PM
To: Thomas
Subject: Re: Nice meeting you at Safe Swim Defense…

I wanted to ask a favor…I think I may have mentioned I do financial advising; well with my new office out here I’m looking to expand and know that the more people who know what I am doing the better. I wanted to see if you’d be willing to briefly meet up to allow me to show you what I do…worst case scenario, you may know someone who might be good at what I do or could benefit from my services. I’d sure appreciate your help–have a great day!
-Bryan

On Tue, May 12, 2009 at 3:04 PM, Thomas wrote:

Hey Bryan,

I got a phone call from you the other day.  Just following up with you.  My uncle is a financial planner so when I do get around to opening up my IRAs I will be contacting him.

If he is unavailable then I will give you a chance.

-Thomas

—–Original Message—–
From: Bryan
Sent: Tuesday, May 12, 2009 3:35 PM
To: Thomas
Subject: Re: Nice meeting you at Safe Swim Defense…

Sounds good…I got your message and I appreciate your follow up.  Sorry I hadn’t called back yet.  As I was reading your email Trent K********* (my wife’s cousin and National Sales Director in Primerica) popped his head in my office and says he remembers you from several years ago–small world!  Regardless of your interest in becoming my client I would still like to meet up with you at some point…just let me know.  What firm is your uncle with?  Make it a great day!

-Bryan

—–Original Message—–
From: Thomas
Sent: Tuesday, May 12, 2009 3:36 PM
To: Bryan
Subject: RE: Nice meeting you at Safe Swim Defense…

Sorry, but if you’re doing Primerica then you have a tough road ahead of you.  My advice… RUN.

-Thomas

—–Original Message—–
From: Bryan ******
Sent: Tuesday, May 12, 2009 3:45 PM
To: Thomas
Subject: Re: Nice meeting you at Safe Swim Defense…

Sorry to hear your experience wasn’t a good one.  For me it’s been unbelievable!  We’ve already went over $50k/year in income and I love educating clients on how to become properly protected, debt free, and financially independent.  I WILL succeed at this.  I appreciate your concern and good luck to you in your indeavors.

~Bryan

—–Reply Message—–

Bryan,

I learned something from my experience at Primerica, I was there for 2 years and had over 20 people in my down line.  I won’t go into details about my experience.  But I was able to learn and grow from it.

One of the reasons I left was because I hated walking around looking at people with $ signs in my eyes.  It cheapens relationships.  My buddy Rob, former Primerica teammate, called me up about 2 months ago.  I was happy to hear from him.  It had been over a year since I last spoke with him. A few minutes later he is asking me to investigate and give my opinion on a new energy drink business…  I find out its just another pitch on yet another MLM business. I was saddened by this.

$50k, $300k,… I am beyond putting a price on my life and my friends.  I have sufficient for my needs.

In my opinion, Primerica offers some great grounds for helping people manage their finances. That’s a good thing. However, I do believe there are better products and options out there. Products, options, and services that take less from the customer’s pocket. Weighing the company as a whole, I dislike what Primercia stands for.  It is as they are mixing a little good and a little truth with a lot of crap….  It seems to me, “The philosophies of man, mingled with scripture.”

That’s my opinion from my personal experience.  That’s what I witnessed.

Funny, I still have this vivid memory of sitting with Lucy at lunch and she said to me, “Wow, its great that you are starting this so early in life.  Just imagine, never having to worry about buying diapers, or paying your bills.”

… She seemed so sincere at the time.  To her credit, what she foretold came true.

I truly hope for your success. If Primerica is what will bring you your definition of success then I am happy for you.  If it doesn’t then I am sure that you can create your success somewhere else. I believe that God rewards us as he promises and that our blessings are received based on adherence to principles as God has defined.

…Why I felt compelled to write this to you, I am not sure.  Do with it as you see fit.

-Thomas

_________________________________________________

So what does this have to do with marketing and pest control services?

I believe in doing what’s right for the customer.  I believe in doing what’s right for the company.  Its a win/win situation.  Its a mutual understanding a respect for what each party is contributing to the relationship.  Its not a one sizes fits all and everyone needs to jump aboard.  In fact, I am sure that there certain individuals that despise pest control companies altogether.

So back to the point.  “Nothing rings truer than the truth.”

Marketing based on false info, scare tactics, or other manipulative grounds is a short term game strategy.  MLM feeds on false ideas:

1-Get Rich Quick/ Get rich Easy.

2- Fear that if you miss this opportunity then you will fall behind and you may never catch up.

3- Its for everyone and anyone./Anyone can do it.

Its a short term game strategy for most MLMs.  Which means you are forever rebuilding and replacing.

But this mentality isn’t just found in MLMs.  Its found in all types of businesses.  From carpet cleaners, restaurants, retail shops, SEO companies, to pest control operators. Call it short game strategy or  penny-wise and dollar dumb.  I believe its unfulfilling and unproductive.

Honesty shouldn’t be the best policy, it should be the only policy.

P.S. Perhaps I would have felt differently had he asked my permission to contact me.

Great Mosquito Control Article

Just surfing the other pest control blogs out there and found this:

Managing Mosquito Populations Around the House

April 9th, 2009 by BugGuy

There’s no doubt that the mosquito is one of the most annoying pests, they bite and they always seem to show up in large numbers. This is this time of year when mosquitoes start to come around and can easily get out of control. But there are some easy steps to take to control and reduce the number of mosquitoes around the yard and house.

and house.

Read the full article and get some great mosquito tips.

What’s that equation again?… 10z of prevention = 1lb of cure.

How does the public search for Businesses?

The answer is as widely based as the public itself. This question hits the core of marketing. How do you get your product or service in front of the masses when they are looking for you? Yellowpages have a great argument, “customers only pick up a phone book when they are ready to call someone.” This is a great selling point and its probably accurate. Its also close to accurate that 60% of the phone book users already know who they are looking for when they reach for that phone book (Stat pulled from a DEX media packet). The phone book is used as a directory.

Search engines or online searches on the other hand are different. If someone knows who they are looking for, say Bulwark, then they don’t search for a generic term like “Exterminating” or “Pest Control“. They search for “Bulwark”. If they are searching for “Pest Control” then they are shopping or information gathering. And since they are window shopping, conversions for these online visitors is very low.

The best converting clients from people who are shopping and find your service come through referrals. Most people will ask friends or family members for recommendations when it comes to common household services or products. Some argue that this falls into branding.  You want to be the “first of mind”.  They argue that you need to spend money to get your name out there and make the public aware of your service. But saying, “I have heard of Joe’s Bug Shop.”, is different then “Use Bulwark, they have been good to me and my family.”

Searching for a business probably covers all the above touch points and more. Many businesses will use a combination approach believing that all the pieces of the pie are important.  They will spend in branding, radio, TV, and yellowpages because arguably “they all play a part.” This is called marketing overlap. It’s nice for advertisers because their is no concrete answer to what is working and what is not working. In reality there is some overlap, but where do you get the best bang for the buck. In the end, shoppers will take their friends recommendations and then do a little more online research. Or they will pick up a phone book and remember as they are turning the pages that Joe next door uses Adam’s Pest Control or that “Bulwark” has a recognizable logo. Because of marketing overlap it is easy to get confused on what touch points really drove them to buy or call.

So how do you know what works for you and your business. Test, Test, TEST… Record your results and keep testing.

Thanks for visiting.  Please add your comments.

-Thos003

P.S…. A customer coming to you or searching is different then you finding customers.