01/11/2024

Do you know who you’re talking to?

Tips for identifying and connecting with your target audience.

“A lot of business owners, especially when they’re first starting out, want to try to be all things to
all people,” said Seth Garber, Pest Daily CEO and a leading industry consultant. “But if you take
a broad brush approach and you don’t think strategically about who your target audience is, you
run the risk of not connecting with anyone at all - and that can be a huge problem.”

By putting in the time and effort to learn about the characteristics, preferences and pain points of
your ideal customers, Garber said, you’ll be able to get a better handle on their specific wants
and needs. From there, the possibilities are endless!

“Being able to show people that you understand who they are and what’s important to them is
huge,” Garber said. “From a sales standpoint, it puts you in the driver’s seat and tees you up for
a ton of positive interactions with customers and prospects.” Ready to learn how to identify your target audience and create customized pest control solutions that really resonate with them?

Here’s a step-by-step plan that will ensure you achieve blockbuster success:

● Define your ideal customer: Close your eyes and think about the characteristics of
your ideal customer. How old are they? Where do they live? Do they have children?
These are good questions to ask yourself if you’re going after residential customers. On
the other hand, you might be interested in tapping into the commercial market and if so,
it’s worth your time to think about what a property management company or facilities
manager might need from a pest control company. How many properties are they
responsible for? Where are they located? What types of industries do they serve? Now,
open your eyes and start researching your market, analyzing the data you have on your
customers and checking out the feedback you’ve received from the people you’re
currently serving. This will give you a more clearly defined profile of your target audience
and can help you spot market trends.

● Analyze your customers pain points and needs: What’s the best way to find out what
your customers want? Well, why not go straight to the horse’s mouth? Garber
recommends sending out surveys or hosting one-on-one and group interviews to learn
about the pest-related issues your customers are facing and the specific outcomes they
want to see. Ask questions about the pests they’re noticing most often, the frequency of
infestations, concerns they have regarding chemical usage and what their ideal service
visit looks like. The more details you can gather, the better! This will help you tailor your
service offerings to fit your customers’ specific needs.

● Create customized pest control solutions: Once you’ve pulled together enough data,
take a look at the pain points and needs that your customers have identified. You can
use that information to develop customized solutions that are focused on eliminating the
most common pests in your area. Additionally, if you have a lot of customers who say
they’re concerned about chemicals and how they impact the environment, consider
offering eco-friendly or chemical-free options. Garber also recommends providing flexible
service plans and schedules to accommodate the diverse needs of your target audience.
The more your service offerings reflect what people actually want - and not just what you
think they should want - the easier it will be to land new accounts.

● Develop or enhance your preventive maintenance programs: We’ve all heard the
saying “an ounce of prevention is worth a pound of cure” and that’s especially true when
you’re talking about pest control. In addition to offering robust preventive maintenance
programs, Garber suggests having your technicians educate customers about how they
can be proactive in keeping their homes pest-free. By creating a partnership between
you and your customers - and making sure they know that you’re there to support them if
a problem arises - you’re laying the groundwork for positive relationships that will go the
distance.

● Communicate clearly: Effective communication is essential in building trust in your
company. It also helps educate your customers on why pest control is more than just
something that’s “nice to have.” To that end, make sure your messaging is clear and
concise and that it highlights the value of your services, the importance of early
intervention and the potential risks associated with untreated infestations. Then, use
various channels to get the word out. Put the information on your website. Share it on
social media. Print it onto door hangers to distribute in your target neighborhoods.
Additionally, Garber recommends being as transparent as possible about your treatment
methods and don’t be shy about bragging on your certifications and the expertise of your
team. It’s a great way to build credibility and show that your company is up front, honest
and dedicated to providing next-level service every time.

● Pay attention to the customer experience: Now more than ever, customers want to
work with companies that offer personalized services that take their unique needs into
account. Consider offering weekend and evening appointments to accommodate busy
schedules. After the service is finished, provide clear and detailed reports outlining the
pests identified, treatments applied and recommendations for ongoing maintenance. If
you haven’t already, Garber suggests creating a dedicated customer support team who
can respond to questions and concerns promptly. By anticipating the needs of your
customers and addressing them head on, you’ll be demonstrating that you truly
understand and appreciate the customer experience.

● Remember there’s always room for improvement: If there’s one thing in this world
that’s constant, it’s change. That’s why it’s important to seek regular feedback from your
target audience to ensure your services continue to meet their evolving needs.
Implement a feedback system that allows customers to provide reviews, ratings or
testimonials and encourage them to share their experience online. Actively listen to their
suggestions and use the feedback to make improvements to your processes, offerings
and services. Your goal, Garber said, is to keep getting better so you can exceed their
expectations every time.

The bottom line: If you’re looking for long-term success in the pest or wildlife control industries,
it all starts with knowing who your target audience is and showing them that you understand
their wants, needs and desires. By following these steps and making sure that you’re always
looking out for new and innovative ways to provide outstanding service, you’ll be able to
weather any storm and come out on top. And that certainly calls for a standing ovation!

Seth Garber, the founder and CEO of Pest Daily, has been an active member of the pest control
community since 2008. A former owner/operator himself, Garber is now considered to be the
top consultant in the industry and has developed unique, innovative methodologies to help pest
control companies grow strategically and intentionally. To learn more, visit www.pestdaily.com.