Episode 247

10/16/25

Topic: Unlocking Profit with Tiered Pricing for Pest Control

Guests: Dan Gordon & Donnie Shelton

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In this episode we discuss:

• Our sponsors Coalmarch by Workwave, PestSure & Voice for Pest

• PMP Industry Insiders Peer Groups

• The concept of tiered pricing, how it works and why it works

• How Wendy's uses this concept

• Price anchoring

• The decoy effect

• Reducing decision paralysis

• The importance of displaying options side by side in a comparison grid

• How to revisit this concept if you're already doing a version of it

• Why Donnie recommends making your middle tier your most profitable

• Why your services should focus on value and outcome vs. number of visits

  
  

Resources mentioned:

• Book: Influence: The Psychology of Persuasion by Robert B. Cialdini

Notable: "The more time people spend in analyzing what they need to do, the more likely is that they're not going to take action." —Donnie Shelton

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