What term is recommended to use instead of the word 'cost'?

Using the term "total investment" instead of "cost" is recommended because it shifts the focus from merely the financial outlay to the broader value and benefits that a customer may receive in return for their expenditure. The word "investment" implies a sense of permanence and the expectation of a favorable return, which resonates more positively with customers. It suggests that the money spent is not just a transactional cost but rather a calculated decision aimed at achieving long-term benefits such as pest control, increased property value, or peace of mind. This perspective encourages customers to view their expenditure as a strategic choice rather than a simple purchase, creating a more favorable context for their decision-making process.

In contrast, terms like "expense," "fee," or "charge" do not carry the same positive connotation and can evoke a sense of loss or a financial burden, which is less effective in a sales context. These alternatives may imply a more transactional relationship and might not highlight the potential value and benefits of the services offered.