knows that the plumber or mechanic has undergone ... mechanic will charge a similar fee. Furthermore, the .... tory before a technician is ever able to operate ...
*This paper originally appeared in Pestalk Vol. 2 (1 ) in 1982. It was based on the Keynote Address given by the author to the Fifth National Pest Control Conference at Hayman Island in 1978. The paper has not been updated or edited m any way since 1982 and is now reprinted in Pesta!k in the belief that those issues which have not been addressed in the interim 18 years, may now be worthy of reconsideration. Doug Howick is now Executive Director of the Australian Environmental Pest Managers Association.
PEST CONTROL - INTROSPECTION WITH CIRCUMSPECTION By
C.D. HOWICK*
The Lord in His wisdom made the fly - and then forget to tell us why Ogden Nash. Introspection is defined as examination or observation of one's own mental processes, and if one is to perform such an examination about the pest control industry, one must also use circumspection . Now to be circumspect is to be cautious and wary, taking everything into account. So let us be introspective by all means, but let us be circumspect about the way in which we deal with the results. I should say that I consider myself to be a member of the pest control industry , because much of my work, be it in the research laboratory or in the liaison and advisory area, is concerned with the control of pests, particularly those which affect timber in the built environment. On the front cover of the Proceedings of the Third British Pest Control Conference (ANON . 1971) are the following words:
'In today's world of rapidly increasing populations and the need to conserve food without contaminating the environment, pest control is becoming the science of survival'.
Appropriate words indeed to introduce some introspection into pest cont rol.
to the industry or the consumer. Any successes have occu rred in spite of these attitudes rather than because of them.
1. The Industry Image
PEST CONTROL is a dirty word!
The number of times I have heard consumers say : 'Do I REALLY
Regrettable though it may be, in the minds of many of your clients, that is a fact.
need to call in the pest control industry? I understand their ethics are rather questionable and they 're likely to take me for a ride'. What
Yours is an industry selling knowledge , expertise and above all, service to the consumer. Unless that knowledge, that expertise and that service are worth the money you charge and can be seen to be worth the money you charge then the reputation of your industry will continue to be poor. What is necessary is a definite plan of action to improve the industry's image.
If you take an overall view of the pest control industry and various people's opinions of it, what do you find? You find a history of partisan and bigoted thinking, too many uniformed opinions and too much conflicting advice over many years to have resulted in any benefit
can I say? What I recommend is that the consumer calls companies which are members of the local pest control association, and hope I'm not going to be let down - but I'm never certain! The public takes a long time to forget the 'free-inspection-termites-
in- the-pocket-your-house -is-fallingdown' syndrome that used t o happen ten or fifteen years ago. Even if a particular potential customer hasn't heard of those bad old days, he is unlikely to have a great deal of faith in an industry whose various representatives tell him completely different stories when he calls two or three companies to inspect and quote on the one situation.
*CSIRO Division of Chemical Technology, Forest Products Laboratory, Highett, Victoria, Australia. Doug Howick has worked for the Australian government's research organisation for more than 20 years. As an entomologist, his research work involves him in studies with termites and wood borers and in the assessment of insecticides and wood preservatives to protect buildings materials from attack by these insects. He is also closely involved with the Australian pest control industry. He regularly lectures in entomology and forest products pest technology and frequently assists with practical problems in an advisory capacity. His contribution was recognized in 1975 when he became the first Honorary Member of the Victorian Pest and Weed Control Association. In addition to more than 30 scientific and technical published papers, Doug is occasionally asked to prepare a review paper based on his long experience with the industry.
5
Pestalk
April/May 1996
2. Ecology and Conservation A pest may be defined as any insect, animal or organism which detrimentally competes with man for the use of the environment. The job of the industry is t o protect the community from the pests while preserving the environment. It has been said that we are now at a time when your whole industry, its products and its practices are being increasingly subjected to scrutiny under the microscope of legislation and the magnifying glass of publicity (ANON. 1971). It is essential that the modern pest control technologist be aware of his obligation to the community to protect the environment from pollution.
If this is not done, somebody else will come along to protect the environment from you and the pesticides you use. There are plenty of authorities already who are of the opinion that this industry would rather spray than think. There is much evidence to show that it only needs a suspicion and some bad publicity to result in the suspension of any particular product or practice. If you are not careful, you may be put into a position where the onus of proof is not upon your critics to show that your product is harmful, but upon you to show that it is not. 3. Prices and Services Why will the public willingly pay for a plumber or washing machine mechanic to walk in the door and yet grizzle about paying the pest control operator? One answer to this question is that the consumer knows that the plumber or mechanic has undergone approved industry training, is an expert in a difficult field, and knows more about the problem than the consumer . He can and does fix the problem, and probably any other plumber or
mechanic will charge a similar fee. Furthermore, the plumber or mechanic is unlikely to look around the house and try to talk the consumer into extra services for further payment. The pest control industry is selling not only its treatments, but also its expertise, its training, its knowledge and its experience. The ability to recognize symptoms , to identify insect pests and to give factual, un biassed advice on the limitations and potential of such pests, is a saleable item. The householder will always appreciate a sensible explanation given as a result of the knowledge and experience of the adviser. The general public will pay for responsible service but it will resent being 'ripped off '. The established practice of calling two or three companies for quotes on an ordinary domestic job is currently creating confusion because, although the problem is finite as far as the consumer is concerned, different companies quote for very different services, without making it clear what they are really quoting for. For example, if the customer wants a quote for eradicating termites, the quoting companies should give him a quote for eradicating termites. Now if some of the quoting companies want to take advantage of the situation and quote on protection from possible future termite attack, and also quote on an annual maintenance contract for all other pests, they should make it quite clear that they are doing so. Otherwise the customer becomes confused. Once this happens, he looks elsewhere for advice and in doing so, he remembers the story only from his point of view. In the above example, the story that the Bureau of Consumer Affairs or the Forestry Department or CSIRO is likely to get is 'I had
termites and of the three companies
who inspected the place, one quoted $85, the second quoted $185 and the third quoted $1,085'. The fact tha t the third company might have quoted for a full ten-year maintenance contract for all pests has been forgot ten. It is a legitimate criticism tha t the industry does not itemize and clarify and su pply all the information on all the jobs. Once the customer becomes confused, he becomes suspicious. I believe that no research organization, consultant or government department will knowingly permit to go unchallenged incorrect advice given by unethical pest control operators for the pu rpose of personal gain. This includes the actions of the few operators or salesmen who make unsolicited inspections of houses and obtain cont racts by 'scare' tactics. The days of FEAR, FANTASY and FARCICAL FICTION are over. Your public image should now be based on FACT , FORETHOUGHT and FAULTLESS FINESSE . 4. Customer Contact With whom does a client have cont act when he or she needs pest control service? The first contact is usually by telephone . The switchboard operator should be polite, efficient and understanding. She may have listened to details of a hundred cases of termite infestation that week, but she must remember that the client has had only one and needs information, advice and action. The surveyor, or in many cases the operator himself, is the next contact. How does he look? Does he look as though he just finished a game of football and hasn't had time for a shower, or does he look like the professional tradesman the client is paying for? How does he sound? Does he sound as though he
has never encountered this problem before? Does he explain what he is going to do before he surveys the property? Does he sound as though he cares? Does he sound informed, as though he knows what he is talking about? Does he explain what the pest is, what species, whether it is common or u ncommon, whether it is structurally dangerous or just a nuisance? Does he explain what his treatment will be, how it will be done, what it is trying to achieve, which pesticides he will use, why he will use them in preference to others, how safe they are for ad ults, children an d household pets? Does he answer the customer's stupid questions as though they were sensible ones? Can he answer the sensible ones at all? How does he act? Does he conduct a thorough survey, making notes of what he finds? Does he wipe his muddy boots when he comes inside? Does he treat the client's property with care? Do his actions inspire confidence? If only half these questions can be answered in the affirmative, then your operators are more competent than they used to be. A prospect who answers 'Yes' to all of them, will certainly become a customer. The last contact is by mail with the company. The account should be itemized to the last detail, giving a full explanation of the work done and the chemicals used. It should also contain a little paragraph to the effect that if the client has any further queries or worries, he/she should feel free to telephone for advice or information. 5. Training for the Industry
Pests can only be controlled at the cost of constant research, the development of new techniques and the training of staff in the correct selection and safe application of pesticides. Putting a truck driver into a pest
control operator's overalls doesn't make him a pest control operator. Putting an accou ntant into a pest control operator's overalls doesn't make him a pest con t rol operator either. A pest control operator should be a specialist with training and u nde rstanding in many disciplines. He needs to know more than the basics of entomology, biology, chemist ry, equipment engineering and a host of other su bjects. The term training covers both initial training and retraining. Basic, initial t raining in all the various disciplines that together make up the tot al subject of pest control, should be mandatory before a technician is ever able to operate without supervision. No licence to operate should be issued unless the technician has successfully completed a formal course of training. The training needs to be coordinated and it needs to be given by people who have an expertise in t raining and in getting the message across. Now this does not necessarily mean the well qualified academic, nor does it necessarily mean the effective and experienced industry man. It means that the industry has to look for, find, and probably pay dearly for the few people who know the subject and have the ability to impart their knowledge to a class of embryo pest control operators. There is nothing sadder or more embarrassing than the sight of an intelligent, highly qualified academic aiming his message too high above the heads of his audience. Equally bad is the sight of practical industry men trying to describe techniques and methods and arguing with each other in front of the class as t o which is the better, particularly when both of them have obviously forgotten, or never knew, some of the basic principles that the students themselves learned in their previous lecture.
Some years ago, Norman Ehmann, President of NAMCO answered charges made . about the US pest cont rol industry by Ralph Nade r (SHANK, 1975). In answering Nader's question 'Is you r ind ust ry a vital one?', Ehmann listed a num ber of attributes of pest con trol operators which make them part of a vital industry. He explained all about the many health hazards posed by insects and then went on to say: 'The structural pest con t rol operator has an intirnate knowledge of the life cycles, and that this understanding of where the pests live, when they eat, where they breed, what type of life cycle they have, which is the destructive phase of their life cycle, where they lay their eggs, whether they are diurnal or nocturnal, what each stage in their life cycle looks like and how it relates to control measures, makes it possible for the structural pest control operator to wisely select his control measure and apply them with the least harm to the environment'. Unfortunately, I doubt if these stirring words apply to very many pest control operators. It is all very well to give impressive answers to embarrassing questions, but if the facts don't back up the statements, then the statements will impress nobody who knows the real state of the industry. 6. Pesticides and Future Trends
There is no doubt that future trends in pesticides will be affected by the environmental issues of the day. Furthermore, the consumer must eventually pay the additional developmental costs necessitated by the legislation designed to protect him. A typical chemical company might synthesize more than 500 compounds each year. Preliminary biological screening may reduce these to less than 25, and these are
tested to detem1ine acute mammalian toxicity, toxicity to plant life, and any potential wildlife or environmental impact. Eventually, one compound is filed for patent rights. In 1975, this portion of the developmental job cost about 35% of the total research funds spent on bringing a new pesticide to market.
In 1977, it represented 53% of the total cost, but the job has only just begun. Now there are 'vcrificiation and proving' t rials entailing extended field trials, toxicology and biochemistry. For one US company , the cost of toxicological studies has climbed from $25 000 and 90 days in the 1950s to $8-9 000 000 and four
years in 1977. No less than 53 separate tests ranging in length from one month to 30 months may be required and many of them must be replicated several times. It is only when all these are done that the machinery leading towards registrat ion can be put into motion (ST. AUBIN, 1977).
* ** * * * * * * ** * * * ** * * *** * * * * *** * * * To this point, my comments and observations may appear to have been destructive rather than constructive. I have looked at six areas within the industry and told you some of the things you do wrong in all of them. One result of this IN· TROSPECTION is a list of failings. Let us now be CIRCUMSPECT about what can be done to improve the situation. I have a few construe· tive suggestions and I hope you may find some of them useful.
Build a strong industry reputation for quality service and new business will flow in much easier. Create a favourable image of professionalism and confident technical capability. Every main newspaper in every State should be encouraged to run a question-and-answer session on pests and the 'answer man' should be the local pest control association. Similar spots could be run in housing journals, women's magazines and local newspapers.
1. The Industry Image
Stop talking about getting your 'slice of the pest control cake'. Get out and help to make the whole cake bigger.
The pest control industry is a relatively unrecognized but highly valuable industry in our economy. The industry needs promoting. Many industries spend about 1% or 2% of turnover on promotion. I doubt if the pest control industry spends 0.1% or even 0.01% on promotion. Now by promotion, I don't mean company advertising. I mean a co· ordinated, national public relations campaign that is going to cost - but it's going to PAY! Many people consider that PR begins and ends with press releases, but an accurate definition attributed to John W. Hill states that 'Public relations is the management function which gives the same organised and careful attention to the asset of good will as is given to any other major asset of the business or industry' (ROSS, I. 1959).
2. Ecology and Conservation Wake up to the fact that we are now in the 1980s and the 'Big Brother' of government supervision is here to stay. If you can't beat them (and you can't), join them. The industry should have representatives on many of the committees which make a lot of the decisions, so that you can contribute your expertise and thereby assist in formulating the policies by which you will increasingly be bound. Be a reservoir of well-researched, factual information to help all the governme nt departments that will need to learn about your industry. The good times are here now. These are the good times, when they were better, that was an unprecedented boom.
3. Prices and Services An industry that is caught up in price-cutting is like a dog chasing its tail - it gets nowhere! Splinter groups and breakaway associations only confuse the customer. Always give the customer full details of what he is paying for. State associations could play a greater part in bringing their members together and advising on service and ethics. Associations could also be more active in coordinating policies and in supplying personnel as spokesmen, for government committees and for training. Yes, it will cost money - but it will pay dividends. 4. Customer Contact Your staff are your represent atives. They can be trained and encouraged to identify the pest by species, or at least to generic level, both verbally and in writing. The relevant details of its potential to cause damage or annoyance should always be accurately explained. Maybe you should be looking for better educated, more highly quali· fied people to come into the industry to work as operators. They'll cost you more, but I think they may be worth it.
5. Training for the Industry
6. Pesticides and Fut ure Trends
I have often recommended the fom1a tion of a national training committee. What has been done?
Future trends in pesticides will be towards products that are more borad-spectrum but of lower mammalian toxicity. The industry will increasingly carry the burden of responsibility for safe use of its pesticides and insecticides.
Such a committee should comprise industry representatives PLUS one paid officer who is a t rained manpower development officer. This may attract government subsidies and training schemes that will be of benefit t o the e ntire industry.
If you explain to the client what pesticide you have chosen for the job and why, then you will avoid
much of the trouble you have. The customer of the 1980s may have quite a good general knowledge of the pesticide story. Make sure your knowledge is better than his so that you can honestly answer his questions and in so doing, maintain your credibility. Make sure that you give him much more pesticide information. The good name of your industry depends on it.
Epilogue I began my address with a two-line poem by Ogden Nash about the fly. If he had known more about the industry, I think his poem might have been considerably longer than two lines. It might have gone something like this: The Lord in His wisdom made the fly, And then forgot to tell us why. The P.C..0. some spray applied, But no-one was quite satisfied, For though he charged the right amount, He hadn't detailed the account. The name of the insecticide That he had broadcast far and wide, Had never been too clearly stated. The Customer just sat and waited, And when young Johnny got a rash The Customer said: 'There's no cash, - In fact, I think I'll sue your firm, You also murdered my pet worm!'
The P.C.0. then said his spray Was safe and harmless anyway, The safest spray that you could buy - In fact, it wouldn't hurt a fly !
'Your pets indoors or plants outside Are safe from my insecticide Because, although it 's quite terrific, The label says it's "host specific."'
The client said , in quite a rage: 'I s'pose the flies died of old age! I want it clearly understood, I'll tell my friends your work's no good'.
He told of his Association His Government Certification. The client said: 'I'm not complaining, I didn't know you had that training.
To overcome the town's disdain, Our hero started a campaign Of carefully produced P.R., And spread the message wide and far.
With your professional expertise, You solve my problems, now with ease Your fee is worth the job I buy, You just forgot to tell me why.
He said: 'I'm NOT a parasite, I help to solve the public's plight When termites chew or borers bore, Or Auntie May goes through the floor.'
Of course I'll pay, I surely will, I've bought your knowledge and your skill Consumers NEED the P.C.O. Unless they 're told, they'll never know!!!
Introspection with circumspection is timely because if you don't take a long, hard look at yourselves now - AND DO SOMETHING ABOUT WHAT YOU FIND, lots of other people will be having a look and you may have little or no choice in what is done about what they find.
In conclusion, I would like to say that I am proud to be a member of the pest control industry - I would like to, but as yet, I cannot!
* ** * * * * * * ** * * * ** * * *** * * * * *** * * *
References ANON. (1971). Pest Control - the decade ahead, Proc. Third Br. Pest Control Conf.
ROSS, I. (1959). The image merchants. Weidenfeld and Nicholson, London.
ST. AUBIN, F. (1977). How much do regulations inhibit pesticide development? Pest Control 45 (5),
16-20, 62-68. SHANK, B.F. (1975). Pest Control 43 (3), 8.
Editorial.
