The Truth About Building a Pest Control Company: Eric Bassett

My Journey Meets Eric’s: A Tale of Unexpected Careers

I’ve built my reputation at Pest Control SEO by helping companies grow through digital strategies, but it wasn’t always digital. Like many in our industry, my early career took an unexpected turn into pest control—which then evolved into the multifaceted world we operate in today. In my chat with Eric, he recounted how a summer job in Bakersfield changed the game. Starting at 18, his brother-in-law nudged him into selling pest control services door-to-door. Although the work was tough, it set the foundation for a deep understanding of the sales process, the value of persistence, and the power of real human connection.

Eric’s story echoes a common theme: sometimes a career finds you, even if you never planned on it. His journey—from initial door-to-door hustling to taking charge of an inside sales team, and eventually co-owning Nutura—is as much about personal growth as it is about professional evolution.

The Art of Door-to-Door Sales: Lessons Learned the Hard Way

One of the most compelling parts of our conversation focused on door-to-door sales. Eric stressed that when executed correctly, door knocking is a highly effective growth tool. Here are some key takeaways he shared:

• Structured Goals & Route Density:
  Setting concrete targets and ensuring that your sales reps cover dense areas can yield impressive numbers. Even if not every door turns into a sale, every knock reinforces your brand.

• Training and Pitch Refinement:
  The initial nerves and awkward introductions are part of the process. Eric advised that repetition and self-evaluation after each interaction are crucial. A well-crafted, open-ended pitch not only piques interest but also invites conversation about local pest issues.

• Avoiding the “Burn Through” Mentality:
  Without proper training, reps may simply knock on doors without engaging customers, potentially harming your brand reputation. Always ensure that your team understands they are the face of your company.

• Leveraging the Neighborhood Advantage:
  Introduce yourself as a friendly neighbor coming to help—not a pushy salesperson. This personal touch builds trust and can turn a passing conversation into a productive service call.

Building a Winning Team: Hiring, Training, and Culture

Eric’s insights go far beyond just sales techniques. He also delves into how hiring and nurturing the right talent is the backbone of sustained success:

• Referrals Are Gold:
  At Nutura, 85% to 90% of new hires come from employee referrals. This not only saves time but also ensures that new team members fit in with the company’s culture and values.

• Invest in Training:
  Weekly meetings, role-playing scenarios, and technical training sessions are vital. These sessions encourage camaraderie and keep everyone up-to-date on best practices, from safety protocols to delivering stellar customer service.

• Accountability and Cultural Fit:
  During interviews, it’s important to gauge a candidate’s willingness to learn and work within a team. Candidates who display a sense of accountability and a desire to contribute positively to their co-workers are the ones who truly succeed.

Turning Feedback into Fuel: The Power of Reviews

An outstanding review strategy can transform your business, and Nutura is a prime example. Eric explained how they use platforms like Applause to seamlessly generate reviews and boost customer trust. Here’s how they do it:

• Pre- and Post-Service Engagement:
  Technicians initiate a conversation with the customer before the service begins, explaining what they’ll do and asking if there are any other concerns. After the service, they reiterate the value delivered and kindly request a review.

• Simple Call-to-Action:
  QR codes on technicians’ badges link directly to your Google My Business profile. This makes leaving a review almost effortless for the customer.

• Incentive Programs:
  Bonuses for technicians when customers leave reviews create a healthy competitive spirit and ensure consistent follow-up on every job.

This streamlined approach not only builds your online reputation but also reinforces your team’s commitment to excellence.

Digital Marketing: Maximizing ROI in an Ever-Changing Landscape

While door-to-door sales laid the groundwork, the digital age requires a different set of tools. Eric broke down the importance of digital marketing:

• Focus on What Works:
  For Nutura, Google Ads have been a game-changer. By funneling most of their budget into this channel, they ensure a steady stream of qualified leads.

• Delegating Expertise:
  Not every company owner can or should try to master digital marketing. Eric emphasized the importance of working with a dedicated marketing partner—someone who understands the nuances of platforms like Google AdWords and Local Services Ads (LSA).

• Tracking and Responsiveness:
  Success in digital campaigns is as much about a swift response as it is about lead generation. Ensuring you have the right infrastructure and team in place to follow up on leads can make or break your ROI.

By integrating these digital strategies with traditional methods, Nutura has been able to sustain impressive growth and maintain a strong brand presence.

Getting Your First 100 Customers: Practical Strategies for New Operators

For those just starting out in the pest control business, Eric offered actionable advice on building your initial client base:

1. Establish Your Online Presence:
   Set up a professional website, claim and optimize your Google My Business profile, and create dedicated social media pages. These form the foundation of your digital identity.

2. Leverage Your Network:
   Reach out to friends, family, and local contacts. Word-of-mouth is an incredibly powerful tool—especially when you’re new and need that first boost of credibility.

3. Be Intentional with Your Branding:
   Define your target customer, clarify your value proposition, and communicate your unique selling points clearly across all platforms.

4. Deliver an Unforgettable Service:
   Once you land a customer, focus on creating a memorable experience. A satisfied customer is more likely to refer you to others and become an advocate for your brand.

Eric’s formula is simple: build a strong brand, deliver exceptional service, and let your network work for you. With dedication and the right approach, those first 100 customers will be well within reach.

Looking Ahead: The Future of Pest Control and the Nutura Vision

When it comes to long-term strategy, Nutura isn’t looking to sell out. Instead, Eric shared his passion for keeping the business local, family-oriented, and committed to quality service. His vision is to acquire other smaller pest control companies and provide them with a comfortable, trusted exit strategy—a move that not only protects the brand but also preserves the community-oriented feel that is so vital in our industry.

Final Thoughts

I came away from this conversation with Eric Basset inspired and enriched by his genuine passion for the pest control industry. From his early days of door-to-door sales to leveraging modern digital marketing strategies, Eric’s insights are a testament to the power of adaptability, perseverance, and intentional leadership. Whether you’re a seasoned pest control professional or just starting out, these strategies offer a roadmap to thriving in a competitive market.

I hope you found these insights as valuable as I did. As always, feel free to reach out via social media or drop a comment with your thoughts, questions, or success stories. Let’s continue to grow and elevate the pest control industry together!

P.S. Check out the full episode here: