[Mannes on Marketing]

Marketing Our ‘Exacting’ Standards

As an industry, we are aware of the many licensing and training procedures we must undergo in order to keep our licenses — the very licenses that allow us to provide professional pest services to our customers and potential customers. But has anyone told them?

We like to believe that our customers choose our services based on our expertise — that they are aware we are licensed and trained to meet a very high standard set by both government and the industry. Yet most customers, without any knowledge or means to evaluate our expertise, simply assume that we are experts by virtue of our marketing.

What’s your street cred? From a marketing perspective, how we brand and promote ourselves have become our credentials. One example would be the increased prevalence of bed bug control. Consumers will assume we have "credentials" based on the fact that we advertise "complete bed bug control." Though service technicians may be trained and have the knowledge to treat bed bugs, the public is only aware of this expertise by way of this slogan. Our true credentials, therefore, are replaced in the public eye by "street cred." "Street cred" is not about how trained our service technicians are, but about presentation and our performance record.

The number of government and industry standards we have met will not matter to the customer if our companies do not reflect that professionalism and accreditation in performance and appearance. The fact that the company I am employed by is Arrow Exterminators implies that we are professional exterminators, yet a part of our marketing to the public is branding our appearance with a fleet of professional and logoed trucks as well as providing our service professionals with company uniforms. All of these are part of our credentials to enhance our professional image.

In many instances, when a potential customer makes a decision to treat her home, she does not know about our highly regulated industry and the licensing and ongoing training that is required. Many believe that they can just as easily do it themselves. I’m guessing that very few homeowners and business owners really know how significant and comprehensive our licensing and training requirements can be. And you know what? No one is going to tell them but us! There are 100,000+ people in our industry who can all get the message out that we are trained and licensed professionals who provide a unique and valuable service that enhances the quality of life we have today in America.

Our ongoing professional pest control training programs and continuing education ensure a safe and 21st century experience for our customers. After all, we are protecting their most important assets — their homes and families — from pests and accompanying diseases and destruction.

And what our customers may not realize is that training is a continual process for our industry. Licensing isn’t a one-time trip or passing a single test. In many cases, our training consists of hands-on and classroom time administered by our companies, industry suppliers, universities and departments of agriculture. Furthermore, state-based requirements for annual training keep us current and professional.

WHY DIY? So what does any of this have to do with marketing? If we are marketing this message effectively to our customers and potential customers, why would anyone want to do it themselves? If we are providing a service that solves their problem in the most environmentally responsible way using what we learn in training; if we are using IPM techniques to educate and talk with our customers about their treatment options; if we are educated, trained and licensed to provide our service — frankly, why would anyone want to attempt to figure out what products to use; learn how to use them; have to store them in their home and hope they use them correctly?

Educating our customers on our professionalism and the value of our services is key to keeping us as a "need to have" service instead of a "nice to have" service. Marketing our credentials to our customers as well as any other type of designation that may set us apart enhances the value of what we do. Customer referrals have long been the foundation of marketing because they are also the foundation of "street cred." To build up this credibility, you must build up your reputation and loyal customer following, and only then will they refer you to their friends and neighbors. Never take loyalty for granted or underestimate the power and value of the one-to-one relationships we have with our customers. By building the credibility of our teams, we will ensure customer retention. By marketing our training and accreditation, we will gain new customers and re-educate our existing customer base.

Customers return to where they feel connected, where they have a sense of belonging, where there is mutual esteem, where they are treated with respect, and where their decision (choosing a professional) results in positive outcomes (solving their problem).

When we consistently exceed expectations — and let our customers and potential customers know about it — we will grow our businesses. After all, wouldn’t you want to be associated with or hire a professional who is licensed and trained with the latest and greatest products and techniques available today? I would.

The author is chief marketing and strategy officer for Arrow Exterminators, Atlanta, and can be contacted at cmannes@giemedia.com.