[Mannes on Marketing] Marketing your company's trust

A recent airing of the Today Show featured an investigative segment on stolen identification. The segment showed men from Trace Securities, hired by a bank to test its branches’ security measures. Masquerading as pest control operators, they were able to gain entry into the banks. In one scenario, the men were greeted and welcomed into the bank by an employee and were able to have unsupervised access to offices, confidential files and the main computer server! They cleared the building after planting a wireless device into the server for system access, and walked out with detrimental backup disks and documents that contained account numbers, social security numbers and other personal information.

Although it’s great to have our industry featured on a major national news program, will it affect how the customers that welcome us into their homes and businesses each day perceive us? More importantly, will it deter potential customers from seeking our professional services? Earning a client’s trust is essential in any business, but to pest management professionals who have to work in people’s homes and business properties, it’s our lifeblood. So what can we do to earn and keep our customers’ trust in today’s world of growing violence, theft and deception?

Although it’s unfortunate that we can’t be taken for our word as the trustworthy professionals we are, it can actually be an additional opportunity for us to make a positive impression. If our business is questioned on its background, service practices or if references are requested, we can easily interpret this as a personal insult to our credibility. However, we also can accept this as an open invitation to provide more information and promote our pest control businesses and their reputable practices.

INCREASING TRUST. Here are some ways that pest control businesses small and large can effectively increase their trustworthiness:

1. Communication is a two-way street. Pest management businesses that are direct and practice open lines of communication are more trusted than those that have tight-lipped, no questions-allowed policies. Companies that warmly welcome clients and ask for feedback and questions convey that they are a reputable business that truly cares about its work and customer service.

2. Body language conveys more than words. In poker, experienced players look for tells. If another player is drumming their fingers, biting their lip or fidgeting, it is most likely that they are either bluffing or are excited by the cards in their hand. Body language experts tell us that an open stance, firm handshake and eye contact convey that you are a person to be trusted. Closed, crossed arms and shifty eye contact convey that you are uncomfortable in the situation and may be concealing the truth. Paying careful attention to body language can ensure that our bodies are in line with our good intentions.

3. The benefits of branding. When it comes down to it, big businesses don’t spend billions of dollars each year on packaging just because it looks nice. There is something to be said about a company’s product or business if it has an attractive and appealing visual presentation. It draws the customer in and conveys legitimacy and professionalism. Branding at any level is a wise investment. A pest control company’s logo and contact information prominently displayed on business cards, correspondence, advertisements and service vehicles will enhance your professional appearance. This visual saturation can lead to new business.

4. Honesty is the best policy. People never want to hear bad news, especially about their biggest investments — their homes and businesses. As hard as bad news is to break, a customer will appreciate an expert’s upfront and honest opinion and feedback. It will strengthen business relationships and boost credibility.

THE NEXT STEP. With trust firmly established, credibility will follow:

1. Earned bragging rights. When people need a professional to service a problem, they are looking for qualified and experienced experts to do the job and to do it right. Promote your qualifications and work experience and new business will track you down.

2. Be assertive. Have you ever asked a question about a particular product’s capabilities or a certain service and received a wishy-washy, not-so-clear answer that didn’t even address your original question? It is very frustrating and it decreases the person’s credibility in your mind. Be assertive and voice your opinion with logical and justified statements to back it up. This expression of confidence in your answer will show that you know what you are talking about.

3. Help me help you. Leverage the credibility of others to heighten the credibility of your own business. Do you work with a reputable, highly recognized manufacturer? Do you use a particularly in-demand product? Showcase these credible business relationships to grow your business. The same can be said through client referrals and testimonials. Word of mouth is an underestimated marketing tool that can reap great rewards.

FINAL THOUGHTS. In a world of growing mistrust, the pest management industry survives on the trust of our customers. Continually working to earn and maintain trust and promoting our credibility will help sustain the industry and prove that we are a fantastic bunch of qualified and reputable professionals.

The author is vice president of public affairs, National Pest Management Association/executive director, Professional Pest Management Alliance. She can be reached at cmannes@giemedia.com or at 703/352-6762.