FTC Investigation Should Inspire Reflection

ROOM FOR IMPROVEMENT. If you think I am being a little harsh on this industry, you’re right. But if you think everyone is operating above-board in this industry, then you are delusional. If this situation and the industry’s welfare matters to you then speak up and say something. Write letters to the editor — the magazines will print them.

I would like to think that the industry wakes up and fights for what is right. But what is right may mean different things to different people. One thing is certain: what’s right will mean major changes for the industry, in the way we market our services, the way we treat our customers and the way we police our industry. Furthermore, doing what is right will mean doing what we really say we will do.

At the National Pest Control Association convention this year, there was a plea for funds from the Industry Awareness Council. These funds would be used to increase business. This project started years ago as a planned marketing campaign that, among other things, will make the homeowner want to buy pest control services. Increasing our market is always a desire. But we cannot put the cart before the horse any longer. We cannot ignore ethics, contracts, technical abilities, management issues and hiring qualified people any longer. The industry needs to support an effort to upgrade. Wouldn’t it be better to have a national campaign to get more customers to be confident that the services you provide them will not be investigated by the FTC? Maybe some housecleaning is in order before we open the place up for a walkthrough.

Probably one of the basic problems we have as an industry is recognizing our shortcomings. And there are times when you have to let the experts do their jobs, even though you may begrudge paying for it. The commitment by NPCA to develop an Industry Awareness program goes beyond a marketing program to give you awareness as to where you are as a business.

And with all respect, a marketing expert you are likely not. Marketing has been developed as a science. Demographic researchers also analyze trends from various types of consumer groups. I have written articles in the past about the growing number of “green” households. These homes have residents that will look askance at traditional pesticide application.

Are you looking for opportunities in these new markets, and analyzing them so that your company will be prepared to cater to these groups? Or are you relying on old methods, such as, “yep you got `em, we can kill `em and we can do that every month!” If you enter a “green” home with that attitude, you won’t be there very long.

Another marketing question to explore is to find out why potential customers turn down your services. Do you ask past customers why they decide to cancel your service? Do you ask them what they like and dislike about your service? These are important questions, the answers to which may be difficult to follow up on.

SHOW YOUR COMMITMENT. The individuals on the NPCA’s Industry Awareness Council are committed to this industry. But as we move ahead, widespread industry involvement is key at this crucial time. I would request that you get involved. The NPCA has a Web page located at www.pestworld.com. Send them a letter and voice your opinion.

Dr. George Rambo is president of George Rambo Consulting Services based in Herndon, Va. He is a former technical director of the National Pest Control Association. To contact Dr. Rambo, call 703/709-6364.