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Everyone who enters the pest control industry starts at the exact same spot on day one. You get your uniform, you begin training on service protocols and pests, and then you head into the field with a seasoned technician to learn the day-to-day work.
Along the way, you also learn how to sell pest control services. It may seem simple, but learning the craft of pest control takes time. This knowledge helps you build trust with customers and close sales on a regular basis.
Where are you in your pest control career, and more importantly, where are you with your sales journey? Let’s take a look at five skill levels that will help you determine where you are and where you may need to improve. We’ll base our framework on the Dreyfus Skill Model, which was first created in 1980 at the University of California, Berkeley.
1 Novice. You are learning the ins and outs of pest control. You might know basic facts about common pests, but you still feel unsure or nervous when talking to homeowners or commercial business owners. When a customer asks a tough question, you might struggle to give a clear answer right away. Your main goal right now is simply to get comfortable talking to people and learning what service options your company offers.
2 Advanced beginner. By the time you reach this stage, you have created a basic sales script that you have memorized. You feel good about your message and can deliver it without stumbling. But there is still a catch: You tend to do all the talking instead of listening to what the customer needs. You deliver your standard speech because you know the facts, but you are not always connecting those facts to a customer’s specific issues.
3 Competent. This is where your sales start to click, and you close on a more regular basis. You stop pitching services and start asking good, qualifying questions. You listen closely to what customers say. If they worry about cockroaches because of an upcoming inspection, you focus your discussion on how the treatment works. You show them how your documentation and follow-up visits help them pass that inspection and get the pests under control. Do not just sell a standard service solution; offer a specific solution for their current needs and concerns.
4 Proficient. At this level, you stop viewing people as just another sale. Customers see you as a trusted advisor and an expert who wants to help them protect their property. You explain how pest control services work in simple terms. You point out conditions that attract pests to their properties.
You close more sales because customers trust your knowledge, not because you pressured them into buying the service.
5 Expert. At this highest level, you are a master at pest control sales, and you can read a room instantly. You handle tough objections with ease because you have heard them all before. You also train the newer service technicians who join your company. Sales come naturally because you have spent years building relationships, perfecting your communication and delivering top-notch service to your customers.
Knowing exactly where your pest management services sales stand right now gives you a clear roadmap for growth. Checking your current level keeps you from getting stuck and shows you what to work on next. In the end, this focus will help you close more sales.
