Pest control is like a fun game of Monopoly. To win, I formed alliances to gain strategic leverage. We rarely finished the Monopoly game, but we had lots of fun and profit working together. Green pest control is analogous. It’s all about alliances: with employees, customers and environmental groups. The winners are always good partners and partners are always good winners.
In bygone years a macho image of pest control worked. It was all about fast kill. Without the EPA, liability was not a critical factor. Customers reinforced this attitude: “Just get rid of them. I don’t care how!” Pest control operators became enthralled with the “License to Kill,” even using it as a brand name.
If this is you, “Go to Jail, Do Not Collect $200.” You lack the credibility to succeed in the green marketplace. Today, pest control is about life, not death! The slogan, “Flower Power Pest Control” can succeed where “Fast Path to Sure Kill” flops.
If you want to win the game of Monopoly, you must consider your approach carefully. You can’t willy-nilly buy a property here and another there. As in Monopoly, you can’t simply buy a green label product, spray around, hope for a kill and sell it as green. Customers will detect your lack of sincerity, education and efficacy.
Commit as an organization, to completing quality IPM and green certification. Re-imagine your business with a total green vision. Find quality marketing talent to “re-brand” your company for the green revolution. Solicit the ideas of your employees, prospective customers, suppliers and environmental agencies, toward your goal of creating a successful green program. You may find green certified pest control professionals are happy to assist you. They know that in helping each other, we all win, without the need for a Monopoly.