What is the suggested alternative term for 'price'?

The suggested alternative term for 'price' is 'investment' because it conveys a more positive connotation regarding the value of a product or service rather than simply focusing on the monetary aspect. Using the term 'investment' emphasizes that the money spent will lead to benefits, improvements, or long-term value, which can resonate more favorably with customers. It aligns with the idea of making a wise choice or committing resources to something that will yield returns, whether in the form of better pest control, peace of mind, or the preservation of property value. This perspective encourages customers to view their expenditure as a strategic decision rather than just an expense, fostering a more positive response to the purchasing experience.