Your telephone is, without a doubt, one of your most valuable tools to help secure new customers and business. But it can...and often is...a costly liability.
All of your marketing and advertising is designed for one purpose and that is to persuade someone to pick up the phone and call you. If you blow the call, you have wasted a lot of time and effort.
When I owned my pest control business and was in the office every day, I was quick to answer the telephone. I can’t tell you the number of times someone would say to me, “You are the first person I’ve talked with who actually took the time to answer my questions and explain to me what I need to do. The other people I spoke with weren’t interested in helping me. They just wanted to schedule an appointment to send someone to my home.”
Guess who got the business. It was the person they felt was sincerely interested in helping them solve their problem. The person answering your telephone should:
Have an outgoing personality.
Be energetic.
Be a genuine people person.
Be very patient.
Be sympathetic.
Be empathetic.
Be compelling.
Be seductive.
Be hypnotic.
Be well trained. Then train some more.
Be knowledgeable about your ser-vices and be skilled at selling them.
Understand the Law of Reciprocity and how to use it to get people to say YES. (Remember, The Law of Reciprocity states that if I give you something, you automatically want to reciprocate and give me something in return. If I do you a favor, you want to return that favor.)
Understand how to schedule an appointment without pressure.
Be willing to listen for a long time.
Be able to handle major stress with a smile and a wink.
Be a take-charge person when it is necessary.
Understand that once a prospect hangs up the phone — if there was no help given and no problem resolution — the odds of you hearing back from them are slim to none.
I once hired a young woman as an office assistant. Her main job was to answer the phone. She was the least qualified of all the others I interviewed. I asked her, “Why should I hire YOU when you are the least qualified?”
Her answer was exactly what I was looking for. She said, “Because I can light up the people on the other end of that phone. I don’t care how mad or upset they might be. I can put a smile on their faces. I can make them believe that your company is the greatest pest control company in the world.” I knew that if she could do that, it would be putting money in the bank.
The author is a pest control marketing consultant and president of Coleman Services. Visit www.pestcontrolmarketer.com or call 770/993-0004.
Boozy Beetle Wreaks Havoc on Lawn Mower
Features - News of the Weird
Invasive species is the cause of a unique pest problem.
Editor’s Note: The following article appeared in Mike Merchant’s blog, “Insects in the City,” which can be found at insectsinthecity.blogspot.com. The blog offers readers news and commentary about the urban pest management industry and is excerpted here with permission of the author.
Camphor shot borer (Cnestus mutilatus) adult. (Photo: Michael C. Thomas, Florida Department of Agriculture and Consumer Services, Bugwood.org.)One of the gas cans enshrined in the Louisiana State Arthropod Museum as a testament to the determined bark beetle that loves its gasahol. This can had more than 150 holes caused by the beetles. (From Carlton and Bayless, 2011.)
Every now and then I get a note about a pest so bizarre it’s kind of hard to believe. I recently received an email through one of our county offices from a citizen having problems with insects boring into his riding lawn mower gas tank. He knew it was an insect that made the perfectly round holes because they were still inside some of the holes, and he was able to carefully extract about 15 of them.
And this wasn’t the first time. His neighbor had a similar experience with his mower being damaged by the little pests the previous spring.
Being good at your job doesn’t mean that you know all the answers, but it does involve knowing where to go for the answers. In this case, I got lucky. I put out an inquiry about gas-sniffing beetles to entomology colleagues and immediately got several replies.
Some of my colleagues recalled a paper put out in 2011 by Chris Carlton and Victoria Bayless at the Louisiana State Arthropod Museum. They had published a scientific note describing cases where a small beetle had been found boring into plastic gas cans. The authors identified the beetle as a type of bark beetle called camphor shot borer (CSB), Cnestus mutilatus.
The finding must have impressed even my Louisiana colleagues because, as they reported in their paper, the can is now permanently stored at the Louisiana State insect museum (http://lsuinsects.org).
The CSB is yet another insect that’s not native to this country. It was first reported in the U.S. in 2004, and is now found throughout the Southeast from North Carolina to Texas. It normally feeds on a variety of hardwoods, but especially sweetgum. In Texas, it’s more likely to be found in the eastern part of the state.
The tiny camphor shot borer has a taste for boring into gasoline containers. (Photo: Adam Sheffield)
One entomologist pointed out that these beetles are commonly attracted to his alcohol-baited traps used to collect other bark beetles. Since most gasoline these days contains alcohol, it makes sense that alcohol may be what’s attracting these little guys to lawn mowers.
Aside from patching tanks with duct tape, how can we use what we know about this insect to prevent it from ruining lawn mowers and perhaps causing fiery mayhem from Charlotte to Houston? A glance at the collection data stored on BugGuide suggests that this beetle is active primarily in the spring (March to June). So, protecting gasoline containers in the spring is particularly important. Storing gas canisters and mowers in enclosed sheds or under some type of tarpaulin may be helpful, especially in the spring. Keeping the outside of the plastic fuel canisters free of spilled gas also might help.
Being good at your job doesn‘t mean that you know all the answers, but it does involve knowing where to go for the answers. In this case, I got lucky. I put out an inquiry about gas-sniffing beetles to entomology colleagues and immediately got several replies.
The last solution might involve finding gasoline that doesn’t contain alcohol. But that might be harder than building a new shed for the mower.
The author is an entomology specialist for Texas AgriLife Extension. Readers can contact him via email at mmerchant@giemedia.com.
The Best Techs Analyze
Features - Conference Coverage
Equipment and chemicals are important, but knowing how to analyze the problem, the people and the control approach are a service technician’s most valuable assets.
Editor’s note: This article originally appeared in the Summer 2017 edition of PCT Canada.
At Pest Management Canada in March 2017, PMP Brett Johnston talked about proper equipment and product use during his presentation on “The Changing World of Pest Management Applications.”
But the best way to prevent control treatment failures, retreats, unhappy customers and higher treatment costs is to “use your brain,” said the president of Assured Environmental Solutions and past president of the Structural Pest Management Association of B.C.
The best technicians assess each pest problem and their role in it and don’t rely on a “simple cookie-cutter protocol,” he said. Johnston urged technicians to take time to analyze. Here are some tips to help technicans as they go through their day.
The Interview — Sometimes a tenant claims bugs are everywhere when she actually saw six ants near the patio door. Other times bugs are in fact everywhere, from inside light fixtures to picture frames. “You’ve got to pay attention to what the client is telling you and is their information good or bad and is my method of getting that information good or bad,” Johnston said. And because the goal is to build trust and gain insight, consider your audience. How you interview a suit-wearing property manager should differ from how you question tenants, he reminded.
Self Check: Did I talk to the right people? Did I get the information I need? Did I ask them the right questions? How well did I interpret their answers’?
The Inspection — Get on your knees and up on a step ladder to explore hard-to-reach, hard-to-clean places. Use tools to remove motor housings and inspect overlooked back-leg zones (where the back legs of counters and equipment rest and where food, debris and water collect). If you’re having an ongoing pest problem, “you’re not going to solve it until you take that time and get back into those spots that are hard to get to,” said Johnston.
You’ve got to pay attention to what the client is telling you and is their information good or bad and is my method of getting that information good or bad.”
Then, compare what you found to the interview. The application you’re scheduled to perform may be unnecessary or inadequate. If the latter, take steps to provide immediate relief and schedule a second service visit with the time and equipment needed to resolve the issue. Performing a standard treatment and “hoping it works and hoping (customers) don’t call back” is not the solution, said Johnston.
Self Check: Did I find all the pests? Did I identify them accurately? Did I find all their nests? Their food, water, shelter? Entry points? Travel paths? Signs (droppings, hair, urine and rub, chew, tail drag and claw marks)? Did I identify the conducive conditions? Did I find everything the customer reported? Did I find more, or something different, or in a different area?
The Application — Before you pick up a spray tank or duster or other piece of equipment, think about why you’re taking this control approach and not another. Why are you using a wettable powder instead of an emulsifiable concentrate? Formulations, chemistry and technologies change and different situations require different approaches. “You have to assess why (an application is) working, and why it’s not working and adapt; not just do the same thing” over and over again, Johnston said.
The whole point is to guard against doing what you habitually do; doing just what’s scheduled, he said. “The bugs change, the chemistries change, the regulations certainly change; the bottom line is you’ve got to think about this stuff” to achieve successful control and ensure compliance, said Johnston.
Self Check: What did I apply, where and how much? How well did it work? Did it work in some areas and not others? Why? Did it work fast enough? Was it a safe application? Did I use the best application equipment? How could I make a better, safer, faster, more precise, longer lasting, cost-effective application?
The Recommendations — You need a client’s help to solve and prevent pest issues. But merely telling them what specific structural and sanitation issues to fix isn’t enough; you have to write them down, said Johnston. List too many fixes, however, and clients get overwhelmed. “They don’t know what’s important, they don’t know where to start, they think it’s too much and they just do nothing,” he explained.
Instead, provide a short list of prioritized fixes that have the biggest impact, he said. Ask clients about the change they noticed after addressing items 1 and 2; thank them for their compliance and encourage them to move onto items 3 and 4, which will help prevent infestations going forward. “That’s how you build the relationship with the client,” he added.
Self Check: Is this list of recommendations too long? Is it prioritized? Is it written down?
The Knowledge — The best technicians learn continuously from company experts, peers and industry professionals and they consider how this knowledge applies to different jobs in the field. By doing so “you’re better able to do the work but you’re more engaged as well” in solving people’s problems, said Johnston. “It’s important what we do and the more you realize that the better the job you can do,” he said.
Self Check: Am I asking trainers and coworkers questions? Am I reading trade literature and attending industry educational sessions?
Are You Marketing Your Services Properly?
Bed Bug Supplement - Bed Bug Supplement
Strategies for ensuring that you are delivering the right message to the correct audience.
Editor’s note: This article originally appeared in a PCT e-newsletter titled “Targeting Bed Bugs,” which was sponsored by MGK.
There’s a continued opportunity — rather, necessity — for offering bed bug services. Savvy PMPs anticipate the bed bug information their potential customers need and address it in their marketing. Answer their questions, address concerns and share how you’re going to restore their peace of mind.
VISUAL EVIDENCE. Adhere to a simple marketing principle: “Don’t tell me. Show me.” Don’t say, “We provide superior treatment for bed bugs.” All of your competitors are likely saying the same thing. Instead, show them in words and pictures and examples of how you provide superior treatment. What makes you different from competitors?
DIFFERENT YET SIMILAR. Residential and commercial customers have different requirements and environments when it comes to treating for bed bugs, so it’s best to market to them separately. The basic messages to each are essentially the same and should only require a little tweaking. When prospecting commercial customers, demonstrate that you’re attentive to their unique needs and responsibilities, such as impeccable documentation that includes the information they legally require. Education is key to marketing bed bug treatment services. Potential customers, whether residential or commercial, are hungry for accurate information.
MESSAGES TO AVOID. Be sure you’re being responsible with your marketing language.
Don’t use fear. Your marketing should be calming and emphasize you’re there to help. Dispel myths and fears. Be the expert resource.
Don’t make promises you can’t keep. Be honest with yourself and know what your operation can and cannot handle.
Don’t claim to have a quick or easy fix to treat for bed bugs. And explain why there’s no quick, easy fix.
Don’t make guarantees. “We do not guarantee against bed bug reintroduction, and we cannot guarantee there are no bed bugs present or the property is cleared,” shared Nicole Kirwan Keefe, director of marketing, Clark Pest Control, Lodi, Calif. “We only state that there are no signs of activity. Because bed bugs can be easily reintroduced, we avoid making guarantees of that nature.”
EFFECTIVE MESSAGING. Consider these conversations instead:
Everyone wants their bed bug problem addressed quickly and thoroughly, and to work with someone who can help them as soon as possible. Tell prospects your response-time policy or guarantee. He who’s fastest may win the customer.
Prospects want to know what to expect. Tell them how you’re going to walk them through the entire inspection, treatment and follow-up process.
Bed bug work isn’t easy. It requires time, attention and perseverance to succeed. Share with prospects how much time it could take, examples of how you’re detailed-oriented and your definition of success.
Customers are part of the team. “The more you can educate your customer on their responsibilities — what they can do to help avoid the recurrence of a bed bug infestation — the better chance you’ll have of succeeding, and the more likely you’ll inspire the word-of-mouth that will bring in more business,” said Kirwan Keefe.
Here are additional topics you might want to address in your marketing:
What a bed bug looks like and their biology.
How to identify that bed bugs may be present.
What to do and not do if you think you’ve seen bed bugs.
How to help prevent bed bugs from entering your home or workplace.
What to consider when hiring a pest management professional.
Describe your process for bed bug inspection, treatment, and the techniques and equipment you use and why.
REACHING PROSPECTS. There are many tactics you can use to market your bed bug services, many of which you’re likely already using.
“The best bed bug marketing we’ve seen has been sponsored, educationally oriented seminars and outreach efforts, directed toward associations and groups, to help them understand the intricacies of bed bug control, as well as set proper expectations for their collaboration, and the results,” said Kirwan Keefe. “We provide day-long seminars that feature information-rich presentations, arranged by topic, which spell out the kind of damage bed bugs can do, what our company can do to remediate infestations and what the attendees can do themselves to minimize the probability of bed bugs. We teach them why they need to choose the right pest management professionals with which to partner.”
CONDUCT SEMINARS. For commercial prospects, consider including experts in areas of interest to them, such as entomology, bed bug litigation and tenant litigation, as well as someone from the industry you’re targeting who’s already addressed a bed bug problem, and, of course, you, the pest management professional. You may be able to find sponsors to cover the costs for these types of seminars. Here are a few industry associations, businesses, institutions or groups to consider:
Community centers
Condo associations
Food-processing facilities
Food-service facilities
Healthcare facilities
Homeowner’s associations
Hospitality organizations
Human resources, departments and associations
Manufacturing facilities
Medical offices
Office buildings/offices
Property management
Schools and school districts
Senior facilities
Provide educational information in handouts or sell sheets, videos, on Facebook and Twitter, as well as your blog and newsletter. “For residential customers, including bed bug information in the mix of marketing materials they receive helps create awareness, and our technicians are prepared to answer questions our customers may have about bed bug treatment options,” said Kirwan Keefe.
Talk to your local media, whether print, TV, radio or online, and offer your expertise regarding bed bugs. Find out whom to talk to, introduce yourself beforehand and ask what information they’ll require. You’ll then need a reason to contact them so your information is relevant. (The following topics also can be used in any of your marketing efforts.) Consider calling them when:
There’s a bed bug outbreak in your community;
You’re entering the worst season for bed bugs — what to do to help identify and prevent infestations;
It’s travel season — what can be done to help prevent bringing bed bugs into homes and offices; and,
There’s an annual awareness month/week, such as NPMA’s National Pest Management Month or Bed Bug Awareness Week.
News & Notes
Bed Bug Supplement - Bed Bug Supplement
A round-up of news and product information about bed bug control.
Editor’s note: Suppliers and PMPs, if you have a bed bug-related news item or product you’d like to see highlighted in an upcoming issue, please send a press release and a high-resolution photo to jdorsch@gie.net.
Cornell IPM Publishes New Bed Bug Guide
A new bed bug resource from Cornell IPM titled “How to Get Bed Bugs Out of Your Belongings” is an easy-to-follow guide PMPs can use and provide to homeowners. The guide was authored by Cornell’s Matthew Frye and Jody Gangloff-Kaufmann.
The book’s abstract reads: “The common bed bug has returned as a significant pest across the United States. First recognized in the tourism industry in the late 1990s, bed bug infestations are now common in homes. People dealing with infestatiaons can spread bed bugs to the homes of family and friends, to public places and to their workplace. From here, bugs can hitchhike on personal belongings to new places. To stop the spread of bed bugs people can take action to remove bed bugs from their personal belongings and reduce the number of bugs in their home. This document provides non-pesticide treatment recommendations for household items, which are often overlooked or not treated by professional bed bug control services.”
Global Bed Bug Summit to be held in Denver in November
The National Pest Management Association (NPMA) and sponsor BedBug Central will host the bi-annual Global Bed Bug Summit Nov. 27-29 at the Sheraton Denver Downtown Hotel in Denver, Colo.
NPMA says the three-day conference features new research from top bed bug experts and boasts the largest trade floor dedicated to bed bug products and services for pest control companies. In addition, the “Night Out with the Experts” networking event is back by popular demand, NPMA reports.
NPMA’s Vice President of Conventions and Meetings Alexis Wirtz said, “NPMA is proud to partner once again with BedBug Central on the Global Bed Bug Summit and provide the industry with a world-class conference experience.”
Attendees can expect to experience unique networking events and interaction with top-level bed bug experts. New research as well as the opportunity to view the latest bed bug products round out the program.
New this year, the summit will feature a dedicated educational program specifically for affordable housing. “We identified an industry need for the programming and thus are pleased to be able to offer this educational opportunity,” said Wirtz.
Beapco Offers Full Range of Passive and Active Monitoring and Detection Devices
Creating a program before an infestation becomes established is the best way to protect customers, Beapco says. Part of the proactive process is the use of monitors to indicate if bed bugs have been introduced, the company adds.
The Beapco Professional Bed Bug Detecting Surge Protector/Power Bar combines a fully functional surge protector and a built-in heat generator, which bed bugs and other crawling insects attempt to seek out. The edges of the trap easily allow bed bugs and other crawling insects to climb up seeking heat and harborage.
The cartridges last for three months and can be replaced. Should PMPs require a higher level of monitoring, Beapco offers a removeable CO2 generator. The unit plugs into the Surge Protector, adding CO2 to the heat and lure already in place. The CO2 generator lasts for seven days and replacement refills are available. Learn more at www.beapco.ca.
P.E.S.T. Relief International Supports Recovery Home on Valentine’s Day
P.E.S.T. Relief International distributed 20 gift baskets to the women of Abba House in Georgia as part of their Valentine’s Day donation.
P.E.S.T. Relief International announced that it joined forces with the industry for a Valentine’s Day initiative to show women who are recovering from addiction that they are important and valued.
Winter was in full bloom, and temperatures were low, but P.E.S.T. Relief International said its team of volunteers brought a lot of love and warmed the hearts of all the ladies and their children at Abba House, a Georgia recovery home for women.
A team of pest control experts, including one who came all the way from Virginia for this REST Initiative, performed exclusion repair for a rodent problem and made some much-needed repairs to a screened door. In addition to showing expertise and leadership in the pest control field, interiors were improved and updated. Under the guidance of interior designer Elaine Loftus, the team beautified two bedrooms with new bedding, comforters and pillows. Two of the bathrooms also were decorated with new shower curtains, bathmats and accessories. A community room with a new coat of paint was brightened up where program residents can host visiting family members. Upon completing the “heavy lifting” in true Valentine’s Day style, P.E.S.T. Relief International distributed 20 gift baskets filled with goodies with individual notes of encouragement to the residents and staff.
P.E.S.T. Relief International recognized the following for their contributions to this Valentine’s Day effort: Joe Maxwell — Your Choice Wildlife; Eric and Anita Shaw — A&E Pest Control; Geoff Ells and Andrew Spychalla — Xceptional Wildlife Removal; Paige Kauffman — Focus Pest Management (FPM) Services; Glenda Lehmberg — CPCO of Georgia; Elaine Loftus — interior designer; Caroline Connell and Perimeter Church Ladies Group; Mike Goldstein — Woodstream; Ann Caracolas – Todol Products; Paul Bonn — GMT; Rachael Williams — BB&T; Stephanie Johnson — Steph’s Spot; and Team Univar, including Kim Floyd, Julie Fogg, Deborah Chambers, Kandice Garner, Dianne Cornwell and William Whitfield.
P.E.S.T. Relief International (Professionals Empowering Sustaining and Transforming) is a non-profit 501(c)3 for professionals to empower, sustain and transform lives. They bring comfort and relief to those in need through safe shelter, nutrition, physical and emotional health, and spiritual enrichment. To learn more, visit www.pestreliefinternational.com, contact info@pestreliefinternational.com or call 678/525-7682.
Delta Five Launches New Website
Delta Five has made improvements to its online presence, including:
Highlighting Delta Five’s refreshed look and feel with expanded resources and a greater focus on the applications and technology behind the firm’s remote pest detection system.
A reorganized site with an easier-to-navigate menu that has been optimized for desktop, tablet and mobile use.
Web pages exclusive to the user’s applications as well as an in-depth product overview in the “Features and Benefits” tab.
Easily accessible how-to video tutorials with an in-depth look at how the company’s product works, customer reviews, a compilation of Delta Five in the news and a blog that will be regularly updated with value-added educational articles for its audience.
Visit Delta Five online to learn more about the company’s pest detection technologies at www.deltafive.com.
Delta Five Offers Automated Insect Detection & Monitoring System
Delta Five says it can help PMPs innovate their service offerings with its automated pest detection technologies. The firm reports its green, eco-friendly smart device will alert users of a pest capture with a photo sent directly to a phone or email, the company reports. Now PMPs can:
Offer remote pest monitoring
Enhance customer satisfaction
Boost profits
Instill confidence that you are providing a pest-free environment for clients
Delta Five says PMPs can improve their service offerings and their clients’ experiences with 24/7 remote pest monitoring of accounts for all types of pests, including:
