[BED BUG SUPPLEMENT] Hitting the Ground Running

Anticipating bed bug infestations may not be the most appealing activity, but as almost everyone has heard, these tiny pests are back with a vengeance. And while this puts consumers and business owners at risk for huge problems from these nasty insects, their re-emergence actually seats pest management professionals in a position of opportunity. Homeowners and businesses nationwide are facing a real threat. Because these pests are appearing almost everywhere, PMPs can make an important difference in warding off the onset of infestations.

Aside from providing a valuable service, offering bed bug monitoring services can produce a significant new or increased revenue stream for PMPs  —  a special benefit considering the struggling economy. In previous years the pest control market was focused heavily on termites, but that focus has shifted in recent years due to a variety of factors, including decreased termite activity in many parts of the country. In today’s pest control market, with the ever-present need to remain competitive, PMPs have a real opportunity by considering alternative approaches.

OPEN TERRITORY.
Bed bug monitoring services represent an open field for growth, in part, because not every pest management firm currently offers them. Since the problem had become almost dormant the past few decades, bed bug management services became a non-essential offering due to the lack of demand. Amazingly, this scenario has undergone a complete turnaround and there is a clear need. That means that those who quickly set up and promote a monitoring service as part of their IPM programs will develop a competitive edge and have the first chance to develop customer loyalty for continued service.

One thing for certain is that consumers generally would not know that setting up a monitoring program is a first line of defense. The subject is not top-of-mind and they more likely would expect their pest professional to be the one to bring the threat to their attention and offer recommendations for the best course of action.

And while detecting the presence of bed bugs may not be a good message to deliver to those impacted, it does position the PMP as the company that uncovered the problem before it had a chance to escalate into something that was out of control.

As a result, PMPs need to be very proactive in taking the first step in promoting monitoring services. And knowing the best way to educate their customers is an essential part of the formula to maximize the potential for making the sale.

While this approach can be very effective in getting PMPs more frequent time on their clients’ properties, it presents additional advantages beyond the installation of the monitoring service alone. It also sets up the need for ongoing evaluation visits and, in particular, it presents first-hand knowledge of where infestations emerge in order to offer potentially lucrative eradication services. What’s more, the presence of a PMP allows for cross-selling opportunities above and beyond bed bug monitoring. The potential can be substantial.

SALES STRATEGIES.
Despite the high level of nationwide news media coverage about bed bug infestations, the fact remains that people typically don’t believe it can happen to them. Their position tends to be one of ignoring the issue, possibly because they don’t really appreciate the enormous consequences they might face if something happens.

One of the best ways to overcome this opposition is to be thoroughly prepared when approaching new prospects about adding a bed bug monitoring program. One approach is to prepare specific sales folders that have information sheets and instruction leaflets showing just how bed bug monitors are put to use. Another powerful tool is to conduct Internet searches on news articles (preferably local to your area) and demonstrate just how many infestations are taking place in your prospect’s backyard. This can be even more effective if there are certain high profile, seemingly immune buildings that were caught off guard and are now facing significant consequences.

The key is to make the subject of a bed bug infestation as real, impactful and relevant as possible. Getting beyond the standard position of customer denial about the subject requires that the presentation be credible and beyond doubt.

Aside from demonstrating the harm that bed bugs may present for homeowners and their families, another extremely convincing reality exists for the residential/institutional businesses you might approach. Affected businesses can be faced with expenses running into the hundreds of thousands of dollars for treatments.

There also have been countless reports in the news media where lawsuits were brought and won against businesses that experienced bed bug infestations, and their employees or guests were awarded financial relief.

One victim of a bed bug infestation sued and won a $382,000 judgment against a U.S. hotel chain. Another had a 37-to-1 jury finding of $373,000 in damages when sued by two plaintiffs who were bitten by bed bugs after they checked into a motel room.

Even at a local “grass roots level” the story is the same. For example, a recent article in the Jefferson City News Tribune reported that a Missouri appeals court ruled that an apartment owner must return rent paid by a tenant whose apartment allegedly had bed bugs. The three-judge appeals court panel concluded the company did not do enough to make an apartment habitable after being notified of a potential bed bug infestation.

A key point to draw from these examples is that enacting a bed bug monitoring strategy can do more than just provide an intervention step. It can help minimize the risk for serious complications and, as a result, help induce a greater peace of mind that a level of protection has been implemented.

In some cases, hotel operators have actually taken steps to proactively advertise that they have bed bug intervention strategies in place to extend this peace of mind to their customers, guests and even employees. The subject is almost inescapable due to the news media frenzy. As a result, demonstrating this level of forethought in terms of circumventing the problem can have very positive effects for the people that impact your clients’ businesses.

FOLLOW THROUGH.
Aside from offering information on the practicality of instituting a monitoring program, another strategy is to be the facilitator in terms of making it all easy for them to adopt.

Most of the pest management firms selling bed bug monitoring services offer staff training as part of the installation package. They might conduct a one-hour session, for example, to help educate the custodial staff about the process and how it works. Additional information can include some basics about bed bug biology and habits, how to differentiate bed bugs from other insects and how to inspect the monitors to determine a possible presence. Additional attention can focus on how the custodial staff should respond to employee or guest complaints of bed bug sightings. Preparation in advance can help ward off overreaction and minimize the potential complications for all involved.

It is important to remember that different people will have different perceptions about what PMPs might tell them about bed bugs. Try to listen carefully to their objections during the initial presentation and have countering positions developed, in advance, that can turn the table on their negative impressions. References from your peers can be influential because they can relate negative experiences that non-monitoring customers have experienced.

Once the initial objections are overcome, try to get an immediate closure for a specific date to initiate the training and installation practices. Assure the prospect that all aspects of the monitoring program will be taken into account and that the PMP becomes an advocate for the protection of their guests/employees/businesses. This enhances the image for the PMP involved, and customer loyalty to help drive increased revenue on a number of levels.

Jonathan Frisch is vice president, sales and marketing of AP&G, a U.S.-based manufacturer of adhesive-type pest control products, including the BDS Bedbug Monitoring System.
For more information, visit www.catchmaster.com. He can be reached at jfrisch@giemedia.com.