[PCT Leadership Winner] Joey Harris

In the pest management industry, some are experts in technical matters and some are gifted in sales. Each field demands a dissimilar set of traits for success; each position is best filled by a uniquely qualified person. Even more unique is that person who can thrive, succeed and even make significant contributions in both technical support and sales. Such a person is Joey Harris, vice president of sales and service for Cook’s Pest Control, Decatur, Ala.
University-trained as an entomologist and holding a technical training position for his first four years in the industry, Harris then made a move to sales management — an area in which he had always had an interest but little experience. “I met with Mr. Cook and Mr. Aycock and, although they were skeptical at first, I convinced them I could do the job,” Harris said.
“Mr. Cook” — that is chairman of the board, emeritus, John Cook, Sr. – affirms that he had some reservations about Harris moving into the sales director position. “But,” Cook said, “the employees in Memphis respected him so much, that they went to bat for him and helped convince me he was the right man for the job.”
“Joey impressed me from the very beginning,” said President Jim Aycock. “Usually someone is good at the sales side of the business or the technical side of the business, but not both. He’s done a remarkable job of balancing both sales and service. He’s good at both.”
Cook believes it is, at least in part, the respect and love that Harris engenders from his fellow employees that have led to his success. “He’s a high-energy person who communicates well before a group of people or individually. Everyone respects Joey Harris.”
Harris’ management style is probably best defined by Stephen Gates, pest control manager, who has worked with Harris for several years. “He’s fair. You know exactly where you stand with Joey. He’s very consistent in his approach with people, which makes him easy to deal with, but you know he’s the boss.”

DESTINED FOR SUCCESS
Harris’ work style and ethic were instilled in him from a very young age. He describes his father as “well-liked and known as a very hard worker.” When he thinks about his parents, he said, “the one thing that really stands out is their respect for work and the example they set through hard work.”
Harris grew up in Memphis, Tenn., with his dad, Donnie, who worked for 37 years at DuPont; mom, Jessie, a full-time mother and church secretary; and brother, Don, seven years his senior.
Harris began work “when I was old enough to safely cut grass,” he said. The day he turned 16, his mother told him she had gotten him a “real job,” so he worked at a local grocery store. From there he worked at a gas station, went to DuPont, and then, while attending Memphis State University, Harris unknowingly began a job in what would become his career — pest control.
He entered Memphis State (now the University of Memphis) unsure of what he wanted to do with his life, until he was inspired by one of his professors. “I always had an interest in life sciences and biology,” he said. “One day, after taking a class led by Dr. Omar Smith, an entomologist, I began thinking about a career in entomology.”
Dr. Smith also was the person who got Harris started in pest control. The university had awarded a pest control contract to a staff entomology professor who hired students to do the work. “Since I was interested in entomology, it was a natural fit,” Harris explained. While still in school, Harris also became involved in the West Tennessee Pest Control Association, and was placed in charge of the labs for the association’s training school.
With this experience, Harris realized that he wanted to stay in the pest control industry, possibly owning and operating his own business, he said. “That’s when I began pursuing a Master’s degree in teaching science. I thought I might want to teach and operate a pest control company on the side.”
Not long after Harris had come to this decision, he met Tom Smith, owner of Hill-Smith Systems, a respected pest control company specializing in termite control. “He told me, ‘When you’re ready to graduate, give me a call, because I’d like to talk with you about a management training position at Hill-Smith,’” Harris said. Harris took him up on the offer and was hired immediately.
Harris spent his first 18 months working with technicians in termite service — work he had never before done, then was eventually promoted to technical training director. In 1988, Cook’s acquired Hill-Smith. Harris decided to stay with the new owners, applying for the sales director position, then moved to Decatur, Ala., upon receiving the position.
“Moving from Memphis was a tough decision, but it was a wonderful opportunity. Over the next few months I became acquainted with the Cook family and what they stood for. I was very impressed with the culture of the company,” Harris said. “I prayed very, very hard over the move. I felt a very strong sense that Cook’s Pest Control was where I needed to be.”
The events that have occurred since, in both his professional and personal life — including his advancement in the company; his marriage to his wife of 15 years, Angie; and the birth of his daughter, Grace, now 12 — have reinforced to Harris that it was indeed the right move. And Cook’s is in full agreement.

COMPANY CONTRIBUTIONS
“Within five minutes you become aware of (Harris’) passion for the company and the pest control business,” said Scott Pearman, WDI service manager. “It shows in his voice and his actions. He loves this industry.”
Harris’ passion for what he does has led to significant contributions to the growth of Cook’s. He spearheaded the development and management of the Customer Care Center and the variety of functions it performs; streamlined the company’s proprietary training into a nationally recognized program with computer-based general and specialized courses; and expanded its award-winning marketing programs. Each area has played an important part in the company’s continuing growth and astounding 98.31% customer-retention rate.
Harris created the Customer Care Center as a way to cross-sell Cook’s services and grow its business with existing customers. The center grew gradually from three people in 1990 to more than 20 today, with its role expanded from customer telemarketing to direct marketing, promotional mailings, quality assurance and customer service recognition.
Cook’s even has branded its Customer Care terminology and extended it to its streamlined technician training program, Cook’s Academy of Customer Service. Now known as one the strongest programs in the industry, Harris said technical training was a month-long school when he took over as sales manager. “There was a lot of information presented at the school, but I felt we could streamline the process by implementing computer-based training throughout our districts.” The program now consists of Cook’s-generated, proprietary materials including two weeks of computer-based training, one week of general training and a final week of specialized training, such as termite control, GPC or sales.
This training is important, Harris said, as a means of protecting Cook’s unique corporate culture. “We want our customers to experience the same level of service quality whether they’re living in Alabama or Tennessee. We want to be just like McDonald’s in that way. We want to replicate the same customer experience throughout the Cook’s network.”
Beyond the basic new-hire training, Cook’s reinforces its culture through regular communication with management and videos from its video production department, which puts together monthly training packages for every office. “Cook’s is known for our emphasis on training,” Harris said. “It’s a big part of our culture and essential to our future.”
Teamwork between Harris and Eugene Banks, Cook’s video production director, has also resulted in award-winning publicity for the company. In 2003, “2nd Quarter Report,” based on a teamwork theme developed by Harris and produced by Banks, won a bronze Telly Award — a national honor that recognizes outstanding non-network and cable TV commercials and film and video productions. With a co-winners list including such names as Miramax Films/Dimension, E! Entertainment and Turner Classic Movies, the award represents a significant achievement.
Harris also showed innovation in company publicity with his 2001 appearance on the national home improvement television show, “Today’s Homeowner with Danny Lipford.” The segment, in which Harris served as a termite-control specialist, provided Cook’s with a venue “to reach those homeowners who are concerned about protecting the investment they’ve made in their home,” Harris said.
Harris also has made contributions in leadership roles to the industry, business associations and his community. He was Chairperson of the Year for NPMA’s Project Development Council, is past president of both the Alabama Pest Control Association and Sales and Marketing Executives (SME) of North Alabama, former chairman of the NPMA Education Committee, a member of SME International and was instrumental in his service on his church’s building campaign.

HIS GREATEST ACHIEVEMENT
With all the contributions he has made to Cook’s, Harris feels the greatest achievement for himself and the company is Cook’s continued growth — a growth which Harris said can be attributed primarily to “aggressively selling our services and retaining our customers.” Cook’s business is only 30% commercial, but on a percentage basis, this segment is growing faster than its residential business. Its commercial niche is accounts such as food-processing facilities, manufacturing plants and health care; “Businesses that need top-quality service and are loyal to a company that provides it,” Harris said.
Cook’s offers a 110% money-back guarantee on its service and goes to great lengths to “guard and uphold” its reputation, Harris said. “As long as I’m here, no one is going to say Cook’s Pest Control does not do business in a quality manner. You can talk about quality all you want, but if you put your technicians in old beat-up trucks or you don’t provide them with the right equipment, you’re sending the wrong message. You can’t send mixed signals. That’s why we continue to invest in our people, products and equipment.”
Cook’s has more than 1,100 trucks, employs 1,200 people and services six states from offices in Alabama, Tennessee and Georgia. And these are the people who motivate Harris to do his best. “Creating income for another family — that’s why I’m committed to growing the business, and that’s been my motivation over the years.
“And it’s only going to get better,” according to Harris. “I’m very excited about the future of Cook’s Pest Control. I enjoy work. I don’t see myself ever stop working. As far as I can see, I want to continue in this business, and I want more and more people to experience the benefits of our service. I think we have a world of opportunity!”