When you notify your customer that you will only be doing one fertilizer application as opposed to the four or six they are used too...and I assume you all do tell them,...what are their objections or concerns?
I find it hard to believe they are all 100% positive about the scenario given that humans don't like change and need to be re educated and taught to believe just about everything new.
Do they ask for a price break? Do you offer a price break since you say your costs have decreased?
For example......Merit applications have come way down in price for me and all applicators in the area, because Merit has gotten almost dirt cheap so we pass the savings along to the client while still making a good profit margin.
Like gasoline. The less the station owners pay....the less we pay and so on.