Austin M. Frishman, Ph.D.
I wore braces for nearly two years when I was a young child. Despite not being able to chew bubble gum, I ran to the store each week to buy two packs of gum. It wasn’t the gum I so eagerly wanted – it was the baseball cards inside the package.
Our local delicatessen is offering free food delivery during the COVID-19 pandemic. In addition to free delivery, they also include paper towels and toilet paper with each delivery. As both items are essential and often hard to find during the pandemic, they’ve made a shift to benefit customers. Since delivery began, their business has skyrocketed.
These two scenarios have one thing in common: The main products were not necessarily the primary reason consumers made purchases. The additional items are what helped drive sales.
Now, let’s apply this to pest management. When people pay for pest control, they’re not paying simply to control bugs, spray pesticides or have a commercial vehicle parked in their driveway. They do so because they know it will help keep their property a healthy, pest-free environment. Pests are a public health concern, so people take swift action to get rid of them as quickly as possible.
Take a close look at your marketing materials and strategies. What is your business trying to convey? Consider the following ways to enhance your service offerings:
Professionalism
A pest management professional must present themselves professionally. After all, the name includes the term “professional.” In the service business industry, professionalism is what appeals most to clients.
What pleases a customer is when: - You show up on time
- You work neatly
- You take time to listen to their concerns
- You take a personal concern in protecting their premises
- You show passion for your work
- You dress professionally
- You do the extra little things to show you’re not conducting a minimal service
Failure to consistently carry out these strategies comes with consequences. For example, leaving an account as quickly as possible without telling the customer is unprofessional. Customers don’t leave because of a poor pest management job. Instead, they leave because they’ve been repeatedly disappointed with an employee’s behavior. It’s important to remember that a happy customer recommends you, ultimately sending more jobs your way.
Public health pest control
It seems like a new invasive pest species or vector appears every few weeks. These challenges present new needs and opportunities for pest management businesses to expand their service offerings. It also creates a broader base need for the work a business can do.
The University of Massachusetts Amherst hosts free webinars that explain biology and control methods for invasive species. Additionally, QualityPro (endorsed by the National Pest Management Association) has launched a public health program that includes service certifications targeting mosquitoes and rodents. For more information, visit NPMAQualityPro.org or contact QualityPro@PestWorld.org.
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