Back Talk

Remembering
Norm Ehmann

PCT Publisher Dan Moreland did a great job in his March editorial (page 12) relative to Norm Ehmann. My wife Carol and I have received birthday and anniversary cards from Norm for years. We both will miss receiving them in the future. I never knew that Norm did the same thing for children. Dan’s daughter, Hallie, will miss Norm, but certainly will be better for having received the birthday cards over the years.

About a year ago, a friend I grew up with in a small town in Louisiana was making final remarks at the funeral of a favorite high school teacher. He told the audience, and I quote, “When you were born you cried and the world rejoiced. You should live your life in such a manner that when you die, the world cried and you rejoice.” After reading Dan’s tribute to Norm, I believe he lived his life in such a manner.

Harvey L. Massey
Chairman and CEO
Massey Services
Orlando, Fla.

Wise About the Web

Just a brief note to commend you on an outstanding article in March (“Untangling the Web,” page 70). I’ve been grappling with ways to upgrade my Web site for awhile, and it is like I’m practically frozen. All the issues PCT illustrated are right on target. When we developed the site (sadly, back in the day) it was fresh, and a little different and offbeat. But as a very small firm without the time needed to constantly renovate, it became, and remains, stale and dated. There is so much I want to do with it. I can’t and don’t have to compete with the big players, I just need to modernize the site to express what we are about, which is essentially the same message I currently have: A very personal service.

Nobody I know below the age of 50 uses a Yellow Pages (book), and if you are under 30, you don’t even have a land line. Hence, communicating with the next generation of consumers is going to be very much as is described in the article. I enjoy all of the industry publications, but PCT always seems to be ahead of the curve and this article confirms it.

Irwin T. Levy
President
Aladdin Pest Control
Garden City Park, N.Y.

An Uneasy Feeling

I was sent to an apartment in Morton, Ill., to treat for roaches. This is weird, but in 18 years of pest management I’ve never encountered a customer who had purchased an electronic repellent device. I knew these products existed but have never seen one in the middle of an infestation. Immediately I bought a disposable camera. I started baiting around the kitchen working my way to the center (where this device was plugged in). Once I knew (the cockroaches) were feeding, I gently moved the device off the plug and finished baiting there. I instructed my customer to send this product back covered with sputum as it is. She also took pictures.

She was an older lady and I guess the fact that she told me she paid $50 for the thing left me uneasy. My thought is the first customer with these things in their home that I have the privilege of serving will get the first service on me. This woman bought this product in good faith — if I gave that kind of service I would be in court every other week. I spent a great deal of time on her problem and provided a great solution, I guess because my reputation isn’t as simple as just a guy on the other end of a phone at some electronics company.

Scott Lauss
Owner
Sentenel Pest Management of Illinois
Pekin, Ill.

Spending MORE on Advertising

I feel that the downturn in the economy is a great opportunity to sharpen our skills in the way we deliver our service and to take a closer look at the way we manage our accounts through better communication. Our company made an aggressive effort to stay in touch with our customers on service issues before they could spiral out of control.

I am in my twenty-eighth year in the industry and I feel these tough times are what separates the “exterminator” mentality from the true pest management professional. As an owner, I used to use the “shotgun” approach to advertising. I now focus on strategic areas of the market that closely tie the specific needs of my customer.

I have also increased my advertising budget for 2009 in this economic slide. I feel that more people will be shopping for service quality, not just the cheaper price.

Dan Kelley
Owner
Z-Best Pest Control
Dayton, Ohio