06/24/2025

Failure to Communicate

By Richard D. Kramer, BCE, Kramer Pest Management and Consulting

“What we’ve got here is failure to communicate.” This line from the movie Cool Hand Luke says it best - why some companies flourish, and others do not.  In my experience, companies that struggle to survive or grow in our industry fail to communicate.  There are many reasons for this, e.g., lack of technical knowledge, poor oral communication, and underutilization of technical materials.  These companies attract and acquire a very small percentage of our potential customers. 

Frequently, customers are not seeking professional expertise and quality service – they seek companies that will solve their pest management problem for the cheapest price.  When a customer starts a conversation with the question - How much will a termite treatment for my home cost? - You can almost be certain they are shopping the price, not the service.  The sadder part is that some companies will quote a price without looking - foolhardy at best. 

If we look at companies that are successful in our industry, the one thing that stands out is their communication with their customers.  Most customers want to employ service companies that are technically competent and convey that image through communication.  For communication to be successful, it must start with the initial customer contact and continue even after the service is completed.

In my opinion, the most effective methods for improving communication are through training and the development of resource materials.  Training should focus on two areas, and in this order: technical knowledge and effective oral communication, because without subject matter expertise, communication fails. 

Almost 25 years ago, I decided I wanted to be an instructor in Preventive Medicine (entomology) at the US Army Academy of Health Sciences in San Antonio.  I had the technical skills and education required for the assignment, but I was absolutely petrified of public speaking.  The Army cured me of my fear by putting me through a three-week course on how to be an effective instructor (speaker).  The essence of the course was simple: when you speak to a customer, at a public gathering, and to your peers, be the subject matter expert.  Armed with technical knowledge, communication with the public is easy.

Our industry is blessed with a plethora of technical resources that accommodate a wide range of educational backgrounds from the Service Technician’s Handbook to Mallis’s Handbook of Pest Control, PCT’s Handbook series (Stoy Hedges), and many other technical resources.  PCT and PMP magazines are monthly technical resources with up-to-date information on a range of topics.  However, based on circulation numbers, I know that few companies make it available to their technicians.  I believe any technician who has been with a company for at least two years should have his/her own subscription provided by the company - what a small price to pay for knowledge.

Regardless of how much technical training you provide, and even when your customer service personnel and technicians are subject matter experts, they still may not be effective communicators without some help. One opportunity is to have technicians provide in-house training sessions – a great non-threatening confidence builder.

To facilitate effective communication, one of the most effective tools is what I refer to as Pest Fact Sheets, one for customers and another for customer service representatives and technicians.

The outline of the Fact Sheet is simple:

• About (Pest X) - a bullet list of identification, biology, and habits.
• What you can do to prevent (Pest X) – a bullet list of what the customer can do to help mitigate the problem.
• What your technician will do for (Pest X) (This item is normally for customer service reps and technicians.) - a bullet list of the services the technician will provide, e.g., inspection, treatment (with product x), precautionary items, expectations, and follow-up.
• What you need to do to prepare for treatment for (Pest X) - what the customer needs to do to prepare for treatment.
• Price - This item is normally for customer service reps.

Pest Fact Sheets should be prepared for the most common pests in your area.  They should detail your services and possibly indicate the types of products your company uses.  A picture of the pest is always helpful - it helps the customer identify with their problem and provides them with assurances that you know what their problem is.  In apartment buildings and ethnic communities, it is often helpful to translate the fact sheet into the predominant language of the community.

Use other resources at your disposal to provide technical information, particularly to property managers and homeowners.  An excellent resource in many states is your agricultural extension service - customers view them as unbiased.  Use the internet.  Industry magazines and many manufacturers and distributors have excellent resource materials you can use to develop bulletins and fact sheets for your customers.  Website content in today’s media environment is crucial to a successful business.

If your company is stuck in a rut and growth is something you measure in inches, take a serious look at your company’s communication skills and find out whether you are communicating with your customers or talking to them. To this end, every owner and manager should ensure that their customer service reps and technicians are subject matter experts and are able to communicate this expertise to their customers.

Adapted from a PCT article February 2006