How pest control companies can overcome price objections

After more than 30 years of being in the pest control industry, I’ve lost count of how many times I’ve heard “Your service costs too much.”

It’s the objection heard more than any other. When a customer says it, your gut reaction probably is to get defensive and start justifying your price by listing everything you will do for them.

Foster Brusca

Don’t do that! It’s the fastest way to kill a sale. Instead, treat it as an opportunity to show customers what they’re paying for. Focus on demonstrating the value rather than just the features.

Emphasize value

Here’s the thing to remember: Price is what people pay; value is what they get. When someone pushes back on the price, usually it’s not really about the number. They just don’t see the value yet. Something’s missing, and it’s your job to demonstrate to them why your service is worth it.

This is the struggle most people in our industry have: How do you prove the value of something people can’t really see or touch? Selling something intangible takes skill and knowledge. You need to be patient with the customer and guide them on a path to see the true value of your service. Take these four steps:

1. Just listen. Then agree with them. When a customer says you’re too expensive, don’t fight it. Agree and say something like, “You’re right, we’re not the cheapest company.” It throws people off a little and gets their guard down. Then slide into a story. Tell them about a customer who went with the cheap option, how it didn’t work, and how they ended up calling you to clean up the mess. Stories work. People remember them way more than they remember a list of features.

2. Explain what you’re doing. Don’t just rattle off the services you will be performing; instead, explain to them what it actually means for their home or business. Performing a termite inspection and finding an active colony? Inspecting a food production plant and coming across the source of a long-term pest issue? Explain why you are conducting your inspection, what you found and how this may impact their home or business. Don’t just go through the motions of the inspection; be the investigator. You are there looking for the things that other companies might have missed. At the end of the day, people are not really buying pest control. They’re buying peace of mind that you will be there to solve their problems the right way.

3. Be upfront about your pricing. We all know that providing pest control the right way takes time and real skill, so say that. Discuss the ongoing training your technicians undergo, emphasizing that it is not a one-time event. Talk about your service methods, not your service features. You don’t need to trash talk the competition, but you can point out that sometimes cheaper companies cut corners to hit their margins, which really means the job doesn’t get done the right way. Sometimes it requires two or three services that somehow end up costing the customer more without even realizing it. Charging what your service is worth and doing it right the first time saves everyone money and headaches later on.

4. Don’t cave on your price. If you drop your price the second someone pushes back, you’re basically telling them your original price was made up and that it was actually higher than it should be. Instead, lean into the value conversation. Remind them what problem you’re solving for them. It’s a balancing act, though, because you don’t want to just repeat yourself. Sure, sometimes a discount makes sense, but not the moment someone flinches at the price. That flinch only confirms to the customer they were right all along: Your price is too high.

Selling pest control comes down to trust and knowledge. If you talk like you believe in what you’re offering, customers stop staring at the price tag and start thinking about the results. Get good at demonstrating the real value of your service, and the sales will start to come more easily.

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Sacramento CA

JP McHale acquires All Pest Solutions

Metuchen, N.J.-based All Pest Solutions has been purchased by JP McHale Pest Management, an Anticimex company, further strengthening the latter’s presence across New York and New Jersey. The Aust Group represented All Pest Solutions, which was founded by industry veteran Scott Soltis in 2006, on the transaction as the exclusive financial advisor. The transaction closed on May 26, 2026; terms were not disclosed.

In a news release, Stuart Aust, principal of The Aust Group, noted that “it was a privilege to represent Scott and the exceptional business he has built over the past 20 years. We are equally grateful for the friendship we developed throughout the process.”

About JP McHale Pest Management

Since 1971, JP McHale Pest Management, an Anticimex company, has provided science-based solutions to homeowners and businesses throughout the Greater New York City area. Headquartered in Buchanan, N.Y., JP McHale Pest Management continues to innovate and utilize scientific expertise with the goal of delivering excellent service. JP McHale Pest Management became part of Anticimex in 2019.

About The Aust Group

The Aust Group is a mergers and acquisitions (M&A) firm dedicated to the pest control industry, helping owners achieve the best possible outcomes through expert guidance and experience. It was founded in 2018 by Stuart Aust, a longtime pest management professional and company owner who today serves both as a principal of The Aust Group and as a columnist with his son Daniel for Pest Management Professional magazine.

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Sacramento CA

7 mistakes pest control owners make when preparing to sell

For many pest control owners, selling the company they’ve spent years building will be one of the most significant financial decisions they’ll ever make.

Stuart Aust

Yet many owners don’t begin thinking about what buyers are looking for until they’re ready to retire or actively consider a sale. By then, costly mistakes already may have reduced the value of their business.

The good news is that most of these issues can be addressed well before the sale. Whether you’re planning to sell in one year or five, avoiding these common mistakes can help maximize your company’s value.

1. Waiting too long to prepare.

One of the biggest mistakes owners make is waiting until they’ve lost motivation for their business or are ready to retire before planning for a sale.

Selling your business shouldn’t be rushed or unplanned. Buyers want a stable, well-managed company with consistent financial performance. Planning ahead gives you time to improve operations, strengthen your financial position and prepare your business for the best possible outcome.

2. Having poor financial records.

Daniel Aust

Buyers expect accurate, consistent and organized financial records. Clean financial statements build confidence and help speed up the due diligence process. Investing in professional bookkeeping and accounting services before you sell often is money well spent.

3. Losing key employees.

Experienced and tenured managers, salespeople, office staff and technicians are all valuable assets. If key employees leave before the sale, buyers may see additional risk. Strong company culture, ongoing training and competitive compensation help retain employees and make your business more attractive.

4. Being too dependent on the owners.

Many successful pest control companies are built around the owners’ relationships and daily involvement. While that dedication is admirable, buyers prefer businesses that can operate without an owner managing every detail.

Ask yourself: If I were away for several weeks, could my team successfully run the business without me? If not, strengthening your leadership team should be a priority before bringing your business to market.

5. Not building recurring revenue.

Recurring service agreements are one of the greatest strengths of the pest control industry. Companies with a high percentage of recurring customers generate predictable revenue, making them more attractive to buyers. Focusing on customer retention and long-term relationships can significantly increase your company’s value.

6. Waiting until revenue declines.

Too many owners hold onto their businesses until performance begins to decline. Buyers are willing to pay more for companies that are growing and consistently performing well. Declining revenue raises concerns about future performance — and often leads to lower offers.

7. Choosing the wrong advisor.

Not every broker understands the pest control industry. Working with an advisor who has industry experience, valuation expertise and established relationships with qualified buyers can have a significant impact on both the sale process and the final purchase price.

Selling your pest control business is about more than finding a buyer. It’s about protecting the value you’ve built, your employees, your customers and your legacy. Early planning, strong financial records, employee retention, recurring revenue and reduced owner dependence all contribute to a more valuable business.

FACT: Even if a sale is years away, understanding what buyers value today will help you make better decisions now — and maximize your options and your company’s value when the time comes.

Stuart Aust and Daniel Aust can be reached at stuart@theaustgroup.com and daniel@theaustgroup.com.

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Sacramento CA

J.T. Eaton: Red Puffy D Insecticide Bulb Duster

Achieve precise and professional insect control with the J.T. Eaton Puffy-D Bulb Insecticidal Duster, designed for effortless application of insecticidal dust into hard-to-reach areas. Featuring a convenient 12-inch extension rod, this duster lets you easily treat cracks, crevices, wall voids, and tight spaces where pests hide.

With a capacity of 14 ounces, the durable Puffy-D reduces frequent refills, making it ideal for extensive treatments. It’s designed for use around baseboards, behind appliances, plumbing and other common insect entry points for thorough coverage. A simple bulb squeeze delivers accurate and even dust distribution, providing an efficient and reliable tool.

Now available in red (#512-RD) as well as the original green (#512), the dusters can be color-coded for specific dust formulas, such as J.T. Eaton’s Kills Bedbugs and Crawling Insects Powder (#203) and Answer Boric Acid Insecticidal Dust (#365).

About J.T. Eaton

Founded in 1932 by Jasper T. Eaton as a mail-order house for pest control products for professional use, J.T. Eaton was brought to prominence when Pest Management Professional (PMP) Hall of Famer Stanley Baker (Class of 1999) purchased it in 1949. Before his death in 2005 at the age of 87, he built it up to a multi-million-dollar company. Baker was a lifelong innovator, and is credited for creating the paraffin rodent bait block in 1962. He is also credited with developing the modern glue board design, in 1980. In 1999, he helped patent an ant and cockroach product that uses just 1 percent boric acid. Still family-owned and -operated by the Baker family, J.T. Eaton’s product line includes products for rodents, wildlife, bed bugs, mosquitoes and other flying insects and more.

JTEatonPMP.com

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Sacramento CA

Must-see Exhibits: Skyhawk Trapmate eliminates unnecessary trap inspections for PMPs

Every pest management professional (PMP) is looking for the same thing: greater efficiency, stronger customer relationships and profitable growth. Yet many businesses still rely on inspection models that require technicians to spend valuable time driving to properties simply to confirm that nothing has happened.

Photo: Skyhawk Trapmate

Skyhawk Trapmate changes that. Our purpose-built remote monitoring platform helps PMPs eliminate unnecessary trap inspections, improve operational efficiency, optimize service routes through actionable data and scale their business volume without compromising service quality. By combining intelligent sensors, live monitoring and a centralized digital platform, Trapmate gives business owners the visibility they need to make smarter decisions, demonstrate measurable value to customers and build a more scalable operation.

Time savings and value

One of the biggest transformations happens in the field. Instead of spending hours checking empty traps, technicians receive real-time alerts only when activity occurs. That doesn’t eliminate service visits; it makes them more valuable. Time once spent performing routine inspections can now be invested where technicians create the greatest impact: identifying exclusion opportunities, preventing infestations before they escalate, strengthening customer relationships and applying their expertise. 

Trapmate allows more time for investigation and problem-solving. It enables PMPs to focus on higher-value work while improving operational efficiency and creating capacity for growth.

Trapmate doesn’t replace technicians. It empowers them to spend more of every service visit doing what only a trained professional can do.

Continual expansion

Our growing ecosystem of rodent, wildlife, insect and environmental sensors gives PMPs a single digital platform for monitoring more of the environments they protect. Through integrations and collaborations with leading industry partners, Trapmate continues to expand what’s possible with remote monitoring, helping businesses streamline operations while delivering even greater value to their customers.

Visit Skyhawk Trapmate at Booth 224 during PestWorld to experience its complete remote monitoring ecosystem and discover how purpose-built technology can help your business work smarter, deliver greater value and grow with confidence.

Logo: Skyhawk Trapmate

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Sacramento CA

Practical field tips for rodent control, dusting and bait station placement

When it comes to rodent control in particular, remember that a quick, in-person training session can work better than two hours of video training. It’s good to take 15 minutes with all your technicians, old and new, and go over some basics.

Select different technicians to demonstrate simple but important techniques in different situations. For example, how to bait and set a snap trap or how to determine where to place an exterior rodent bait station (RBS). For the latter:

Place your RBS in the most likely locations rodents will be trying to approach a building,
not merely every 10 to 20 feet around the building.

Place your RBS near low-lying bushes and other objects rodents can hide behind.

Each time you initially install an RBS, take a photo of where it is placed, properly labeled and anchored. File this information. Sometimes a person unintentionally (or intentionally) destroys the station and spills rodenticide. I saw this happen — and the state agency cited the pest control company for pesticide misapplication.

Inspection tips

Before you open an RBS, stand back and look at the surrounding area. There’s a chance that an active burrow is within 30 feet of the station — maybe multiple burrows, too.

Remove old rodent bait and replace with fresh bait. Never throw it on the ground.

Check to see whether ants or slugs have eaten the bait. Slug baits are available to add to the RBS to protect from this issue. With fire ants, the bait could be gone in less than an hour after
you place it. 

Musts for dusts

This goes for insect pests as well as rodents, but here are some helpful hints for dusting treatments:

In areas where humidity is a problem, place two marbles in each duster. The marbles keep the dust from clumping.

Color-code your dusters for different products. Make sure a color key is posted prominently for everyone to check against.

Store each duster in a resealable plastic bag so it can be labeled as to contents. Any label you place directly on a duster wears off or falls off. Often, a new technician is issued the previous technician’s vehicle with products. They have no idea what is in the duster, although the color coding should help some.

Avoid the risk of electric shock by using a piece of plastic tubing over your duster’s metal tip. If the plastic tip is a few inches long, it can even be used as a flexible tool to dust in different directions in a void. You can obtain this plastic tubing in pet stores, in the tropical fish department.

When injecting a pressurized tip into a crack, bounce back can be common. The bounce back can hit you in the eye and even leave pitted spots on furniture and appliances. As a precaution, slip a fast food plastic cup lid over the tip of the applicator in the cutout meant for a drinking straw. If any bounce back hits the cover, you will see it immediately.

Rodent control: Expect the unexpected

Your company should know its accounts well enough to know some of the inner workings. For example, I was called in to troubleshoot for an old, shabby-looking warehouse that was under contract for rodent control. There was an active mouse infestation that was hiding somewhere in the dense inventory of wooden pallets.

It turned out this warehouse was storing rare art paintings and artifacts for a very famous museum. When the customer was asked what the inventory was worth, their answer was “priceless.”

The pest control firm was owned by a good friend who had no idea what was in his account. I called him and told him to get his best crew down there immediately to eliminate the mice. What would a claim cost for this account? I’d bet “priceless” had a price tag. — A.F.

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Sacramento CA

Innovative Pest Control Products: Gourmet Ant Bait Gel

Gourmet Ant Bait Gel has been an effective tool for pest management professionals to use for ant and cockroach control for more than two decades. The product is sold in Canada as Green Way Ant & Roach Bait Gel.

Gourmet Ant Bait Gel’s exclusive formulation is attractive to sweet- and protein-feeding ants, as well as German cockroaches (Blatella germanica). The gel is clear when applied, stays clear, and won’t get runny even at temperatures of 140 degrees Fahrenheit for four hours. There is no documented resistance to the active ingredient, disodium octaborate tetrahydrate, the company says. The competitively priced product is packaged six syringes and six plungers to a box.

About Innovative Pest Control Products

Based in Gainesville, Fla., Innovative Pest Control Products was founded in 1999 by pest management professional and entomologist Alan Bernard to provide high-quality products for the professional pest control industry. Today, his daughter Sarah is the president of the company; she holds a degree in entomology from the University of Florida. Notable products include:

• Gourmet Ant Bait Gel
• Green Way Liquid Ant Killing Bait Pre-filled RTU Bait Stations
• Green Way Liquid Ant Killing Bait
• Bug Bar Insect Bait Station
• Ant Cafe refillable bait stations
• ANTOPIA 6 Bait Station 
• KM AntPro (sold on behalf of KM AntPro LLC)
• Canadian product: Green Way Liquid Ant & Roach Killer
• Canadian product: Green Way Ant Bait Gel 
• Canadian product: Green Way Ant & Roach Bait Gel 

AntCafe.com

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Sacramento CA