Session Information
| Field | Detail |
|---|---|
| Webinar Date | February 11, 2026 |
| Speaker | Jeff Dunn, Co-President, Northwest Exterminating (Rollins) |
| Moderator | Rich Braman, UGA Center for Urban Agriculture |
| Duration | 1 hour, 46 minutes, 52 seconds |
| Series | Structural Pest Control |
| CEU Status | Does not qualify for CEU credit at this time |
CEU Applicability Note
This session covers business strategy, sales leadership, and technology adoption in the pest control industry. It does not currently qualify for continuing education credit under any Georgia Department of Agriculture pesticide applicator license categories. It may be of interest as a professional development resource for pest control operators and industry professionals seeking to improve their sales processes and business operations.
Session Overview
Jeff Dunn, a 25-year industry veteran and co-president of Northwest Exterminating (Rollins), presents a comprehensive look at building effective sales teams and integrating technology in pest control operations. The session is business-focused rather than technical, covering hiring assessments, sales psychology, goal-setting frameworks, a structured sales process, and current technology tools used across a multi-brand operation.
Key Topics Covered:
The presentation is organized around six themes: setting a higher standard, constantly managing attitude, creating results-focused plans, mobilizing action, building strengths, and leveraging technology. Dunn uses a case study of a fictional salesperson to demonstrate how assessment tools (Best Work Data, Tony Robbins basic human needs) inform coaching decisions. He introduces The Challenger Sale framework’s five salesperson types and shares a seven-step sales process called the “7 C’s” (connect, control, Columbo, criteria, convey, confirm, collect). The technology segment covers CRM platforms (ServSuite, FieldRoutes, PestPack), internal mobile applications for lead-passing and recruiting, and emerging tools including AI-powered sales role-play and crawl space inspection robots.
Practical Takeaways for Operators:
- Assessment-based hiring identifies candidates with the right hardwired strengths before investing in training
- Purpose-driven goal setting (RPM method) produces stronger follow-through than arbitrary numerical targets
- Sales should function as a team sport — service techs, office staff, and salespeople all identify unprotected customer needs
- Behavior can drive attitude on difficult days; consistent positive routines improve mental state
- The pest control industry is a “blue ocean” with continual new revenue opportunities
Viewing Instructions
Total runtime: 1 hour, 46 minutes, 52 seconds
Format: Single continuous recording with one 10-minute break at approximately the 49-minute mark
Structure: Presentation (~1 hour 28 minutes) followed by moderated Q&A (~18 minutes)
Recommended viewing approach: This session works well as a single viewing or can be divided into two segments using the natural break point at 48:55. The first segment covers hiring, assessment, the Challenger Sale framework, and attitude management. The second segment covers goal setting, the 7 C’s sales process, technology, and Q&A.
Speaker Background
Jeff Dunn has spent over 25 years at Northwest Exterminating, progressing from service and sales through branch manager, director of pest control operations, vice president of sales, and Chief Progression Officer to his current role as co-president. Northwest Exterminating, celebrating 75 years in business, operates 60+ offices across six southeastern states as part of the Rollins family of companies. Dunn is a past president of the Georgia Pest Control Association (GPCA Pioneer Award, 2016), former NPMA state policy affairs representative for Georgia, and has served as an instructor in UGA’s urban pest management certificate program since 2006.
Speaker Contact: jdunn@callnorthwest.com
Prepared for UGA Cooperative Extension / GTBOP Archives
University of Georgia Center for Urban Agriculture