[Termite Control] Pick & Choose

Bait. Liquid full. Liquid perimeter. Bait plus spot liquid. Liquid then bait. Today’s options for post-construction termite treatments cover a vast range of choices — and decisions. But just whose decision should it be? And how many options can you offer a customer without their eyes getting that glazed, too-much-information look and their minds becoming overwhelmed and unable to make a decision?

In a recent PCT survey, more than 78 percent of responding pest management professionals said they make the treatment decision themselves based on the structure, customer input or standard practices. And because you, the pest management professional, are the expert, customers will most often turn to you for advice on the best way to protect their home or business.

In the survey, PCT asked readers how many options they present to their customers when trying to sell a termite job. Almost half the respondents (48 percent) stated that they mention both liquid treatment and baiting options to customers, explaining the differences and costs of each, and then making a recommendation for the best option. Another 23 percent present bait or liquid first, but will offer the other if the customer brings it up or requests it.

Respondents stated that the types of treatment they most often sell to homeowners for post-construction are liquid, full (62 percent) and perimeter (53 percent), with baits used less often, but still having a strong showing, particularly when used with spot liquid treatment (36 percent).

HOW MANY OPTIONS? With all these options for termite protection, how many choices are too many to present to a customer or prospect?

Adam Jones, Massey Services vice president/director of quality assurance, says he believes that the pest management professionals should present "no more than two, three at most," and the third only if it is a "last-ditch effort" such as a means of meeting tight budget restraints. And of the two (or three), you should make a recommendation for one, Jones says. "In the presentation, I would lean toward one or the other and tell them why.

"I could probably, theoretically, come up with 10 or 15 ways [to treat]," Jones says. But there is no way a customer will be able to absorb all those options to make a decision. Providing two choices, with one being recommended, gives them enough information to make an informed decision, he says.

"If there’s too many, how do you choose?" adds Lynn Frederick, Massey’s vice president of marketing. "You would be afraid you would make the wrong decision. You want the expert to tell you what’s right." She compares it to shopping for a vehicle and having the salesperson walk you around to every car on the lot, rather than discovering your needs, then recommending two or three different models.

"The job of the service person is to provide the consumer with the best choices," she explains. "I don’t think [termite treatment] is any different than any other type of sales."

Companies also should be aware that they can provide too few options, Jones cautions. While pest management professionals should recommend a best choice based on the circumstances, it is not good for the industry as a whole when companies provide only one service offering and put a negative spin on other options, he says. If, for example, a company uses only liquid termiticides, they are doing a disservice if they then tell customers that baits, in general, are a "bad" or an otherwise inadequate type of treatment. The same holds true for the reverse situation. Such comments present contradictory information to the public, which reflects badly on the industry, Jones says.

CUSTOMIZATION OPTIONS. "We don’t really push one [treatment type] over the other," says Rusty Markland, general manager of Superior Pest Management in Ashburn, Va. Every home is "a patient" with its own specific needs and problems, thus the best solution for each depends "on what the problem is and where it’s at," Markland says. Safety, effectiveness and price are the primary considerations in making a selection, he explains, adding, "If all work equally well, then we may go with the most economical.

"I don’t think there has been or ever will be a silver bullet out there," he says. No single product fits every structure, environment and situation. "You have to assess the situation and select the best."

Whether they offer primarily liquids or baits or a combination of products, the one thing that PCOs agree on is the importance of customer education. Active Pest Control, Atlanta, Ga., has a full color four-page brochure to educate customers on termites and treatment. "[Termites] are serious business and insurance doesn’t cover it," says Tony Carder, the company’s president and CEO. Brochures can help answer customer questions and help pest management professionals sell the business. While some companies do develop their own brochures, many are finding that manufacturers’ materials provide a wealth of information that the pest management professional can discuss with the customer without added marketing costs to him/her.

In addition to printed materials, though, one-on-one communication is critical. "We sit down with the customer and ask them what they know about termite treatments today," says Topeka, Kan.-based Schendel Pest Services’ President and CEO Brent Boles. "What we’re finding is that the customer is extremely educated when we walk in there." In the past, the pest management professional had to educate the customer, now, he says, "We determine their bias." This is because most people research the Internet and gain basic information — both good and bad. "It is a wonderful thing," Boles says, "but it doesn’t tell the whole story."

BAITING OPTIONS. While Evins Pest Control, Roslyn, N.Y., offers both baiting and liquid, "the preference is for baiting," says President Charles Frommer. "It’s a lot less intrusive; and it is, we’re finding, as effective as liquid applications." In addition, because of New York regulations, there is little cost difference between liquid and bait treatments, he says. "The only time now that we do a liquid application is if there is an actual infestation," and even then, the company will usually include a baiting maintenance program.

Schendel Pest Services offers two baiting system options and a complete liquid program. "Our first choice is the Schendel Termite Baiting System. If all things are equal, we feel this is the best," says Brent Boles. "Liquid programs are an option if the customer is willing to do a complete treatment."

Boles explains that his company has gone full circle in treatment offerings. Schendel was a big proponent of baiting, then when the new generation of liquids came out, "we really thought it was a silver bullet," he says. "Then that space filled up with people not following label directions. It became a commodity, and we were unable to compete in that commodity market." So the company went back to baits, creating and branding its own program.

Active Pest Control generally presents the bait option first because it provides the best warranty, but some homeowners will choose the less expensive liquid treatment, particularly if they don’t expect to stay in the home. The warranty is one area that significantly differentiates providers and one to which customers should pay close attention, says Carder. Consumers should always "study the fine print" and providers should "make sure it’s a simple agreement."

The balance between termite baiting and liquids can become even less defined when PCOs cite the same reason for using different methods. For example, when an inspection uncovers large infestations, one company may opt for a liquid knockdown and residual protection, while another may recommend bait to eliminate colonies beyond the structure.

LIQUID OPTIONS. Superior Termite and Pest Control Company, Buchanan, Tenn., uses liquids only, "because of the longevity of the protection," says Owner Renny Hart. In his area of the country, Hart says, baiting is not really a feasible option because of the mindset of the community and the cost. "In this area, baiting didn’t go over as well because of the price of renewal," he says. "Liquid treatment is a better benefit here." And, liquid is of more benefit to his small company because it does not require the labor and manpower of baits, he says.

Betts Pest Control, Wichita, Kan., offers both baiting and liquids, but 70 percent of its termite treatments are liquid — both full and limited. This is, in part, because of the varying construction in his area: about 50 to 60 percent of the homes have basements; 20 to 30 percent have crawl spaces; and the rest are slab construction, says General Manager Chad Betts.

Treatment recommendations may be based on the structure, infestation and/or customer preference, Betts says. For example, if a home has a finished basement, the owner may not want to have the carpet pulled and holes drilled for a liquid treatment and will instead opt for baiting. For concrete slab houses, Betts recommends baiting to avoid drilling problems with water pipes and air ducts below the flooring.

Cost also can be a factor when discussing treatment options with customers. When a house is small, Betts Pest Control technicians usually won’t mention baits unless the homeowner brings them up, because of the cost difference, Betts says. On the other hand, for a 2,000-square-foot home, the cost difference between liquid treatment and baiting may be minimal, so the technician will discuss the advantages and disadvantages of each and let the home-owner decide.

COMMON SENSE. In the past, Betts says, termite treatment was pretty much the same no matter what company performed it; but in the last few years, the field has grown tremendously with companies offering monitoring systems, complete liquid, limited liquid, baiting only, or a little bit of everything. "It’s more difficult selling and there’s a lot more customizations," he says, but more than that, there really is no universal best practice or "silver bullet."

"Each one is individual in how you handle it," Betts says. "You have to use your common sense."

The author is a frequent contributor to PCT magazine. She can be reached at llupo@giemedia.com.