Seminar Helps UK Pest Professionals Learn How to ‘Gain that Elusive Edge’

Editor’s note: Gaining an advantage over your competitor is the desire of all profitable businesses. Pest control is no different. Frances McKim, a partner in Active Solutions (www.activesolutions.uk.com)  and PestBusiness.com (www.pestbusiness.com) attended a recent two-day business seminar designed to explain that elusive edge.

NOTTINGHAM, UK - It may often appear that pest control is a vocation rather than a business. Yet to run a successful and profitable business, pest control is no different to any other business. Nearly 50 keen and enthusiastic pest control entrepreneurs responded to this need and attended the first UK Pest Controllers Academy held on Oct. 6-7, near Nottingham, UK, and sponsored by leading UK distributor Killgerm (www.killgerm.com) and rodenticide manufacturer Sorex (www.sorex.com).

The Pest Controllers Academy was set up by Killgerm chairman Jonathan Peck, to help pest controllers win and retain new customers and give themselves that elusive edge over the competition. Chief lecturer at the Academy was international consultant, Ross Smith of Mindshelf (www.mindshelf.co.uk), who declared that everyone must understand the power of their brand. “A brand is a promise, captured in a word, logo or icon, which triggers a strong emotional connection between the brand owner and the consumer/client. My aim is to provide you with the tools to go back to your businesses and put the ideas and skills learnt here straight into practice,” said Smith.

One area Smith particularly highlighted for attention was the creation and use of Web sites. “Having a website is one thing, but it needs to actively work for you – to bring business in,” Smith enthused.

Perception is reality
Day two was lead by independent consultant Ian Waddelow who concentrated on how a pest control company can become the customer’s favorite service supplier. Waddelow explained the importance of developing a customer right from that initial enquiry in the office into a loyal and long-term client. He stressed the importance of analyzing and understanding your customer. “To a customer, perception is reality – however the customer sees your company is reality to him,” said Waddelow.

The two days were highly interactive and delegates were encouraged to participate and ask questions. Exercises were set which required group discussions and presentations – certainly an ideal way to discus and debate future ideas.

When asked to sum-up their experiences, the reply from Andrew Lasham of Shires Pest Control was representative of several of the delegates: “These two days have made me think about the business. In future I need to build thinking time into my business week.”

Similar sentiments were echoed by Brian Ballard of Allbrook Pest Control: “I feel reinvigorated – I want to go out and sell the services of my business.”

Dan Gaskin of Acclaim Pest and Environmental Services said, “This has brought home to me the importance of knowing your customers intimately. To appeal to their feelings without frightening them.” This view was echoed by Hayley Hibberd of Clearfirst Services who said:”We must learn how to give customers more reassurance.”

A follow-up day is planned for April 6, 2009. Delegates will be invited to return to share their experiences of how they have put theory into action.