[Termite Control] Changing the Termite Model

Changing market conditions are also having an impact on how pest control companies are marketing and delivering their termite control services. The long-standing practice of keeping termite and general pest sales and service separate is giving way to companies adopting universal approaches for selling and servicing pests of all types.
Some of this has been driven by the economic conditions that have impacted the way consumers spend their pest management dollars but for other companies it has been a strategic decision.

Atlanta-based Arrow Exterminators had long been viewed by consumers as a termite-only company, even though it always had offered general pest control services. However, that has changed and, according to Cindy Mannes, chief marketing and strategy officer, the company “has moved from being a termite company to a pest and termite company.”

They have made this transition through the development of the STEPS Total Protection System. The system has a two-fold purpose: to introduce customers to the entire lineup of Arrow’s services — termite, general pest, wildlife, mosquito and fire ant control — and also promote Arrow’s mission to be “leading the way to a friendlier footprint” through extensive use of IPM practices.

“We are not selling pest control. We are not selling them termite control,” said Mannes. “We are selling them a system to protect their home or business.”

“HOME EVALUATIONS.”
The system has caused a shift in thinking internally across Arrow, so much so that the company no longer offers termite inspections but instead offers home evaluations. These evaluations take into consideration all the potential pest services a customer may require, not just termites. “We are selling total protection to the customer for their home or business,” said Mannes.

She also noted that the approach has forced Arrow’s sales team to be more creative when it comes to the sales process and generating leads that encompass the full menu of services.
“During the real estate boom our sales force’s lead boxes were full but the economic realities have caused that to change,” said Mannes. “Even our sales brochure has been adjusted to put general pest before termite to reinforce the fact we offer a wide array of services.”

While Arrow has adopted a diverse strategy for its sales force, it has not gone the universal technician path but that doesn’t mean techs have been left out of this transformation.

Arrow has made a significant commitment to delivering IPM-driven pest management services through its Arrow University, a rigorous training program that technicians take part in to learn the most environmentally-responsible IPM service techniques available, and equipping all technicians with an IPM service kit.

The approach has proved to be popular with consumers — many of whom had no idea that Arrow could service their home or business for anything beyond termites. “We are seeing the results in our sales numbers and customer feedback, and we look forward to continuing our commitment to quality service and sustainability,” said Mannes.

The author is partner of B Communications, an integrated communications/marketing firm specializing in the needs of pest management, lawn care, landscape and golf course management professionals. He can be reached at jfenner@giemedia.com.