“One of the big drivers to our growth is that we listen to our customers, and our customers
are the ones that will so often recommend, ‘Why don’t you all do this, or why don’t you all do that?’ You can’t get better market research.
”
—BOBBY JENKINS, President ABC Home and Commercial Services
Home and Commercial Services, and each division is run by a specific person, a general manager, who is in charge of it; the thought process now is that we’re a full-service service company specializing in each of these lines of business.” Though quite a change from the company’s
original pest management product mix, Jenkins said the expansion has been deliberate and gradual. “This has been a process for us and not an over-
night, blink your eyes, now we’re into everything else kind of thing,” explained Jenkins. “One of the big drivers to our growth is that we listen to our custom- ers, and our customers are the ones that will so often recommend, ‘Why don’t you all do this, or why don’t you all do that?’ You can’t get better market research.” Today, Jenkins’ “holy grail” is to have every cus-
tomer signed on with three or more services. “We originally went after the low hanging fruit, to get our pest control customers to try our different services,” he said. “In addi- tion, each one of these divisions has its own standalone marketing campaign.” When it comes to cross-selling, Jenkins
said ABC’s reputation and years of service are a definite advantage.
“We’ve been in business for a long time on the
pest control side, we’ve earned that trust over a period of time, and that ABC brand has always been something that is well-regarded and well- recognized, so people are giving us the opportunity to do these other services for them,” Jenkins said. “Having the ability to go into a place of business and take care of their pests and mow their lawn and have somebody who can take care of their air conditioning and a handyman who can fix things is pretty powerful.” Jenkins is quick to caution that ABC’s level of
diversification is not for everyone. “You’ve got to be at a size where you have some
resources that you can commit, you don’t add everything at once, and you need to look at where you are with your pest management business in relation to your market” he said. “If you are a small company in a small town and you feel like you’re not going to grow anymore, then you need to look at adding on services. But, if you’re a small com- pany in a big city, and you have lots of opportunity to grow your pest management services, I’d say focus on those services.”
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20 PESTWORLD NOVEMBER/DECEMBER 2011
www.npmapestworld.org
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