[Problems and Solutions] Answers to your toughest pest questions

How do I market my company as “green”?

Q: With ongoing “green” marketing efforts in the pest control industry, how can I position my company for this eventuality?

A: Interesting question because I am not sure what the “eventuality” will be! I sure would like to see what it is, too — I guess we all would. This effort, as I alluded to in my last column (see Problems & Solutions, PCT, January 2009) is one that has to start, in many cases, with the retraining of company personnel, from office staff to service technicians to sales representatives.

There has to be a certain mindset in order to get this effort off the ground.
There are many companies offering “green” services. If you look at ads, Web sites, etc., from pest control companies the words “green,” and in some cases “environmentally friendly” are prominently displayed. But there isn’t a lot of detail as to what “green” is. I guess you have to call to find out. So when the call comes someone better be prepared to answer questions like: What is green? What do you use? Will it kill bugs? How long will it last? 

You will notice that these questions mostly deal with pesticide applications. You will have to steer people toward “green” alternatives. If you read NPMA’s “green” information you’ll notice that it involves all the other components of Integrated Pest Management (IPM). Do you have the time to discuss exclusion and environmental/habitat modification on the phone?

We still have the same customer desire out there, at least from my perspective.  “I need help!” and “How much does it cost?” are still their top concerns. How many companies have kept a record of the number of calls where the caller asked, “Do you do green?” This is like the Internet inquiry I saw where a customer asked a pest control company, “Do you do mice?” Brings a smile to your face doesn’t it?

Anyway, what I am getting at is I have seen and heard about the preparation companies are making in order to go “green” in their market. To do this, you first have to know your market. Certainly “green” will play better in some areas then others, but there is probably another way to look at this and I believe it is the better way. The “green” philosophy has to be a mindset — it cannot be a sales tool. By that, I mean don’t sell green and then do the same old thing. Something has to change ever so slightly or maybe majorly. Ever so slightly would be to integrate some newer, natural pesticide product into your arsenal. You don’t have to tell anyone, but it is an effort to get to a reduced risk, reduced impact situation.

Offering a total green package may have a price tag that is too high for customers, especially since looking for alternative pest control services is probably not at the top of most people’s household or business budgeting process. But the package should be there just in case.

As we continue with the “meeting season,” there will be plenty of discussions about green programs. If there aren’t, then something is wrong. I have been getting requests for “green” termite programs. (Guess I’ll have to change the background color on my PowerPoint slides). While we are on this subject there is a way to provide termite work with a green approach. It centers around moisture control, which also influences most other pest problems.

During the last few years there has been a lot of discussion about where the termites have gone and how we are going to make up this loss of revenue. There are still ways of creating leads for termite control /management programs (emphasis on management).  The green approach will incorporate more monitoring, less application of pesticides and increased responsibilities of the customer. Next month I will discuss that.

The author is president of George Rambo Consulting Services, Seneca, S.C. Questions can be faxed to him at 864/654-2447.