Shock and Awe Customer Service for Pest Control Businesses | GTBOP Structural Pest Control Webinar
Hal Coleman, Coleman Consulting — March 5, 2025
Hal Coleman brings 52 years of pest control industry experience to this presentation on customer service as the most powerful marketing tool available to pest control businesses. A University of Georgia entomology graduate, former Georgia Agriculture Department Structural Pest Control Regulatory Inspector, GPCA Hall of Fame member, and founder of North Fulton Exterminating, Coleman now coaches small pest control operators on sales and marketing through Coleman Consulting.
Coleman’s central message: “It’s not about the egg — it’s about the relationship.” Killing bugs gets you in the door, but only extraordinary customer service keeps customers long-term. He introduces his framework of “Shock and Awe Customer Service” (SACS), grounded in the law of reciprocity — when you exceed expectations, customers feel both appreciation and obligation, which can be channeled into referrals. The presentation covers nine strategies for building customer loyalty, each illustrated with real-world stories from Coleman’s business and coaching experience.
TIMESTAMPS:
0:00 Introduction and 20th Anniversary of GTBOP
2:17 Hal Coleman’s Background and Career
7:45 Marketing Made Easy Series — Customer Service
8:53 The Restaurant Story: It’s Not About the Egg
14:45 Dead Bugs Get You in the Door, But Won’t Keep You There
15:45 SACS: Shock and Awe Customer Service
16:30 The Law of Reciprocity
18:55 Training Customers to Send Referrals
22:00 Nine Ways to Make Customers Fall in Love with You
23:00 #1 — Be Easy to Do Business With
26:00 Customer Lifetime Value: 10 Years and $6,000
28:05 Easy to Find: Truck Signage and Visibility
29:00 Nido Qubein and the Paved Path Story
31:00 Answering the Phone with Energy
34:00 #2 — Be Fun to Do Business With
36:00 The Burmese Python Publicity Stunt
38:20 #3 — Always Give More Than Expected
38:30 The Cabela’s Air Rifle Story
44:20 #4 — Always Respect Your Customer’s Time
47:00 Showing Up Exactly on Time
48:00 #5 — Call Them by Name Often
51:45 Break
52:30 Return from Break
52:50 #6 — Love Their Animals
55:10 #7 — Continually Show Appreciation
57:25 Handwritten Notes and Dan Kennedy on Thank-Yous
58:15 #8 — Give Surprises and Happy Day Presents
1:01:00 The Coffee Mug That Closed a Deal
1:03:15 Give Them a Break When the Chips Are Down
1:04:25 #9 — Never Argue About Family, Religion, Politics, Sports, or Sex
1:05:00 The John Elway Joke in Wyoming
1:09:00 Review of All Nine Ways
1:10:00 Businesses I’ve Fired — Restaurant, Rental Car, and Hardware Store Stories
1:19:15 Audience Q&A and Discussion
1:20:00 Free Book: How to Grow a Pest Control Business
1:22:30 Coleman Consulting — Coaching and Contact Information
1:29:20 Closing Remarks
1:29:58 Dan Suiter — North American Termite Survey (NATS)
1:31:55 Sign-In Sheet Reminder and Wrap-Up
Q&A HIGHLIGHTS:
Q: What are the nine ways to make customers fall in love with you?
A: (1) Be easy to do business with, (2) Be fun to do business with, (3) Always give more than expected, (4) Always respect their time, (5) Call them by first name often, (6) Love their animals, (7) Continually show appreciation, (8) Give surprises from time to time, and (9) Never argue about family, religion, politics, sports, or sex.
Q: What is the law of reciprocity and how does it apply to pest control?
A: When you do something generous for a customer, it creates appreciation and a sense of obligation. Coleman teaches operators to channel this into referrals by training customers: “If you ever hear anyone mention bugs, just tell them to call me.”
Q: What does Coleman say about the lifetime value of a pest control customer?
A: The average pest control customer stays about 10 years and spends approximately $6,000. That relationship is worth protecting through flexible policies and exceptional service.
Q: How should pest control companies answer the phone?
A: With enthusiasm: “It’s a great day at [Company Name]! This is [Name]. How can I help you today?” Coleman shares how one client’s upbeat phone greeting directly closed a $22,000 commercial account.
SPEAKER RESOURCES:
📖 Free book: howtogrowapestcontrolbusiness.com
🎙️ Podcast: pestcontrolmarketing.live
🌐 Website: PestControlMarketer.com
📧 hal@halcoleman.com | 📞 770-993-0004
Presented by the UGA Center for Urban Agriculture
Getting the Best of Pests (GTBOP) — Structural Pest Control Webinar Series
Moderated by Dr. Dan Suiter, Extension Entomologist, University of Georgia