To serve as the voice of the pest control industry, protecting the livelihood of pest management professionals while fostering education, promoting professionalism, raising ethical standards, enhancing environmental stewardship, improving public health and quality of life.
Mark L. Hendrickson, Wingra Group
Like many people, I’ve made New Year’s resolutions to exercise more, lose some weight, maybe take a class or two. Some of those resolutions have been kept while others have fallen by the wayside. Have you considered what resolutions you could make to strengthen your pest control business? Here are five you can take into the New Year and beyond.
1) Invest in At Least One New Technology
Whether we’re talking about computer science, health care, or pest control, technology is changing fast and it’s good for you and your business to keep up with the times. Maybe you’re thinking of a new spray rig, equipment for thermal remediation treatments, or the latest generation software to run your business. Whatever it is, think of that investment of cash as an investment in making your work easier and more productive.
2) Rethink Your Advertising and Marketing Strategies
The alarming fact is this: advertising and marketing strategies that worked five years ago may not work today. You must rethink everything. Customer buying patterns have changed, and viewer and listener numbers have shifted. You should be tracking how many customer queries you receive from the yellow pages, from Google searches, from your web site and other sources.
3) Evaluate Your Office Space
In many parts of the country, real estate values have dropped significantly. If your lease is coming up, check to see what market conditions are in this buyer’s market. You may be able to purchase your own space, or negotiate your rent down. It’s a new reality in this economy and just like sales, rents can go down, too.
4) Invest in and Strengthen the Public Face of Your Company
Having a good web site is more essential than ever before. Consumers do a lot of their shopping online and that is expected to continue. Research tells us that business owners and retail users alike will look first to your web presence in making their financial and purchasing decisions. On your site, make it easy for customers to understand your background, commitment to safe and effective treatments, and the range of services you offer. Above all, make it easy for them to contact you via phone, email, or directly from your web site. Your web site does not have to cost you a fortune in time or money.
Social media is another public face of your company. Companies are using sites such as Facebook, Twitter, and LinkedIn to market their products and services. Social media is not a fad, and I suggest that you connect with a professional who understands this new media and how to use it to your advantage. Above all, don’t leave this to your 16-year old nephew even if he is a computer whiz.
5) Invest in Training and Education
One of the best investments you’ll ever make is in education to further your knowledge and skills in pest control. You have many options. Here are a few:
- Join WPCA and attend our annual conference in February in Wisconsin Dells.
- Sign up for and take the WPCA Master Tech exam.
- Attend the annual Purdue Pest Management Conference
- Get involved and attend NPMA’s Legislative Day, March 1-2 in Washington, D.C.
These five steps are easy and affordable; all that’s required is the resolve to put them on your radar screen. At WPCA, we wish you and your business the best in 2010.