He who dares wins – marketing your pest control business

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Gaining an advantage over your competitor is the desire of all profitable businesses. Pest control is no different. Delegates assembled at the second Pest Controllers Academy held at the Hilton hotel, East Midlands on 28-29 September to find out more.

It may often appear that pest control is a vocation rather than a business. Yet to run a successful and profitable business, pest control is no different to any other business. Nearly 40 keen and enthusiastic pest control entrepreneurs responded to this need and attended the second Pest Controllers Academy sponsored by leading UK distributor Killgerm and BASF Pest Control Solutions.

The Pest Controllers Academy was set up by Killgerm chairman Jonathan Peck, to help pest controllers win and retain new customers and give themselves that elusive edge over the competition. Chief lecturer at the Academy was international consultant, Ross Smith of Mindshelf who declared that everyone must understand the power of their brand. “A brand is a promise, captured in a word, logo or icon, which triggers a strong emotional connection between the brand owner and the consumer/client. My aim is to provide you with the tools to go back to your businesses and put the ideas and skills learnt here straight into practice,” said Ross.

One area Ross particularly highlighted for attention was the creation and use of web sites. “Having a website is one thing, but it needs to actively work for you – to bring business in,” Ross enthused.

Perception is reality
Day two was lead by independent consultant Ian Waddelow who concentrated on how a pest control company can become the customer’s favourite service supplier. Waddelow explained the importance of developing a customer right from that initial enquiry in the office into a loyal and long-term client. He stressed the importance of analyzing and understanding your customer. “To a customer, perception is reality – however the customer sees your company, this is reality to him,” said Ian.

The two days were highly interactive and delegates were encouraged to participate and ask questions. Exercises were set which required group discussions and presentations – certainly an ideal way to discus and debate future ideas.

When asked to sum-up their experiences, the reply from Neil Barnett of Complete Pest Management was: “The points made by Ross have made me realise that pest controllers” websites don’t need to cover the ins and outs of all the pests – they need to be orientated towards solving our (potential) customers’ problems. I can’t wait to get back to the office to sort ours out.”

Adam Juson from the Merlin Group exclaimed: “We are all brilliant at the technical side of pest control – but we must refocus on what this means to our clients.”

Summarising the two days, Ross Smith said: “The pest controllers who attended this year’s Academy shared their concerns and frustrations regarding pricing, competition, protecting margins, branding, marketing and advertising. Over the two days of the Academy we were able to answer many of their questions and provide them with a commercial advantage to take back to their own local markets. This annual event is proof positive of the practical and valued working partnership Killgerm wants to have with its customers. Those pest controllers who take the time at the Pest Controller’s Academy to polish their skills and learn new management and marketing techniques are the ones who will lead the way for the pest control industry out of recessionary times,” Ross concluded.


Academy - Smith
Ross Smith emphasised the value
of your brand

Academy - Group
Nearly 40 keen pest controllers came
to hear how to improve the marketing

Academy - WaddelowTrue or not – but perception is reality stresses Ian Waddelow of their businesses 

Academt - Audience

Delegates were keen to get back to their businesses to put ideas into practice

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