Prioritize improving communication skills

In the July issue, Pest Management Professional asked its Editorial Advisory Board about where industry training falls short. Industry-wide, to me it would have to be in the area of connection with customers. I blame this first on the COVID-19 pandemic, and then on ourselves for not being committed to bringing it back and accepting a new normal of non-contact.

Impersonal outside visits

Before COVID-19, our technicians placed customer interaction very high on their priority lists — and our customers also were involved in getting to know the technicians who were coming into their homes and businesses.

We were all very blessed to be in pest control when COVID-19 hit. But being declared essential was both a blessing and a curse. The blessing was obvious: Our businesses survived, our employees had work and an income, and our customers were gracious enough to allow us to perform our services with minimal contact. Most of us went to an “outside-only” protocol, and we soon realized that outside-only services were almost as effective as a full service.

This was what kept our doors open and our cash flow intact, but it fundamentally changed our relationships with customers. Coming out of COVID-19, we found that our technicians had grown accustomed to doing outside-only services. Many of them also fell into a habit of tagging the door and leaving instead of knocking first.

For some customers, this was just fine, but others felt like they were not getting all the services they were paying for. I found myself longing for the days when customers would want us to sit down over coffee to get to know the person they were letting into their homes or businesses.

Training improves communication

In light of this situation, we have made a concerted effort to train technicians and instill how important it is to make what we do for our customers personal. We go over such things as:
▶ Using the name of the customer, and making sure you state your name as well.
▶ Removing your hat and sunglasses when you are at the door to address the customer.
▶ Learning the names of the kids who live there and whether they are in elementary, middle, high school or college.
▶ Learning the names of the family or office pets.
▶ Asking — with sincerity — about something the customer told you since your last service, such as a family vacation.

I remember when I first started ABC DFW in 1989. I would have index cards with notes for as many customers as possible, and I would update them with interesting information from each visit so I could get updated on the next visit. Notice how I use the word visit, not service. That is because a visit is personal and a service — especially an outside-only service — is not.

If we can make it a priority to make our services personal, customers will be much more forgiving when insects re-invade between services. They also will tell all their neighbors what a wonderful person they have servicing their homes. These are basic communication skills that took a hit when the pandemic made us all avoid contact with customers. COVID-19 is gone; let’s all make sure our relationships with our customers are not.