Education All Around

Sharing up-to-date information with customers, as well as technicians, is important when treating for any type of pest. When ticks are involved, that education becomes absolutely essential due to the high-risk potential of ticks spreading disease.

“We spend twice as much time educating as we do treating,” said Aaron Veal of Phoenix Pest Control. “When I started this company, that was my goal: to not only kill some bugs but also educate customers so they can address the conditions that attract ticks and other pests. I explain to them that if they don’t take care those issues, they are going to keep needing us again and again.”

Veal differentiated his company in his market by having those one-on-one conversations, then he took his educational messages to a broader audience by making YouTube videos. He shares those videos with his customers directly, too. “Customers love it, because I’ll talk with one of the homeowners, but then their spouse gets home later and asks questions the other didn’t think to ask. So I leave the link to the video for them to watch. That way, the correct information gets disseminated,” Veal said.

Kevin Hathorne of Terminix Service set forth another benefit of going into accounts well-informed and prepared to share. “The more educated you are about a service you provide, the more willing customers will be to buy it. They want to feel confident in your knowledge and expertise. Many times, the education process helps us get the sale.”

The bottom line, said Matthew Garten, Select Exterminating, is that customer education is critical to achieving the best outcomes.

“It’s a partnership. The customer needs to be bought into the service to ensure great results. It’s all about the rate of success. The more they participate, the higher the rate of success.”

Marketing Messages: Keep It Fresh!

The channels have stayed the same since last year, with pest management companies marketing their tick services through social media, localized digital marketing, targeted direct mail and email, and door hangers. But the messaging has evolved, with companies increasingly touting preventive tick services (up 18% year-over-year), the health risks of ticks (up 14% YOY), certified technicians (up 10% YOY) and excellent control (up 12% YOY), as well as free inspection, IPM and service guarantee.

Pet Check

You’d be hard-pressed to find a service technician who doesn’t understand how much people love their pets. Of all the common questions they get about pest control treatments, “Is it safe for my pet?” is at or near the top of the list. When you’re dealing with ticks, that concern multiplies.

“The first thing we ask pet owners is whether they are treating their pets. Obviously, this isn’t going to fix the pest management issue, but it is going to protect the animal,” said Aaron Veal, Phoenix Pest Control. His team recommends homeowners take their pets to the veterinarian, who may prescribe oral chews, topical treatments or tick collars. In high-risk areas — primarily the Eastern and upper Midwestern U.S. — vets may also recommend annual Lyme disease vaccinations.

“Sometimes customers actually ask if we can treat their dog; of course, we can’t,” Clint Collins of HTP Termite & Pest Control added. “But we can, and do, help them understand how critical that vet visit is to safeguarding their pet. We also educate them about checking themselves and their pets for ticks, removing ticks safely and addressing the environmental issues around their properties to discourage tick infestations. That cooperation is critical to the effectiveness of the corrective actions we take.”

Tech Check

Service technicians should always share information with customers about how they can avoid tick bites — avoiding high grass and leaf litter, using an EPA-registered repellent when hiking and camping, staying toward the center of trails, checking themselves and their family members for ticks after being in wooded or high-grass areas, and removing ticks promptly and correctly.

Technicians also need to protect themselves when they’re treating properties for ticks and other outdoor pests. These tips may help:

• Wear long-sleeved shirts and long pants tucked into socks. (Light-colored uniforms makes ticks easier to spot.)
• Apply an EPA-registered repellent to exposed skin, and treat clothing, boots and gear with permethrin.
• Conduct daily, full-body tick checks after working in high-risk environments.
• Use fine-tipped tweezers to remove any ticks that have attached, grabbing them close to the skin and pulling upward with steady pressure.
• Wash work clothes immediately in hot water to kill any undetected ticks.