In this episode of The Route, I break down why pricing your pest control company to “stay competitive” might be the worst move you can make and what to do instead. Learn how to position your company as a premium brand, attract better customers, increase profit margins, and deliver top-tier service that actually sets you apart in a saturated market. From price sheets to technician appearance, service upgrades to brand messaging, I cover every angle of going premium so you can stop chasing the wrong customers and start building a business you love.