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EVP NOTES
...And now a word from our sponsors! Seriously, I wanted to take this opportunity to thank all of PCOC's sponsors. Without them, your association would not be able to function. Let me explain why our sponsors are so important. All the events that PCOC puts on could not exist without a source of outside revenue generated. The funds generated just from registrations, for instance, do not cover the cost of putting on Leg Day, our Leadership Conference or our Expo. In addition to financial support, our sponsors assist PCOC with printing and mailing, seminars, golf tournaments, study guides and important ways of getting the word out so that we can increase our membership – to name but a few examples. It is critical that we do not take this help for granted and that we thank PCOC's sponsors at every opportunity. That is why we make their names so visible all of the time. So I urge you to take the time to thank those distributors, manufacturers and other companies who are able to go the extra mile and contribute to our industry through participation in your trade association. Remember, they don't have to do it and our gratitude is one way to ensure that they continue to see the benefit of this important role they play. Please welcome the newest member of our PCOC family: Connie Randolph. Connie has taken over as Manager of Financial Services, following Nancy's retirement on August 31. Connie has a background as a bookkeeper for nonprofit associations and has already hit the ground running because she is familiar with the association software that we use! Connie can be reached in the association executive offices or at connie@pcoc.org. 
LEGISLATIVE UPDATE
IN THE NEWS
 SUBTERRANEAN SUICIDE BOMBERS
After retiring, many of us plan to travel or spend time with family or maybe even take up those hobbies we were too busy to embark on while working. We don't, however, plan on exploding with deadly toxins. Welcome to the life of the Neocapriterme taracua subterranean termite. While studying these termites in French Guiana, Jan Sobotnik of the Academy of Sciences of the Czech Republic and Thomas Bourguignon of the Free University of Brussels in Belgium discovered some of the termites had pale blue spots on their abdomens. Even stranger, when picked up, a bubble exploded from their backs. Further examination showed that the jaws of the blue spotted termites were not as sharp as the others, signifying their advanced age. The researchers then mixed older and younger termites of this species with several other termite species. When the older, spotted termites could no longer fight and instead released a toxic bubble from their backs that paralyzed and killed any other termites that touched it. The older termites would take on a defensive role while the younger workers escaped. With no other choice, younger, unspotted workers would also explode but released a far less toxic material – five times less – than the older workers. Also, the younger workers seemed far more reluctant to self-destruct. Researchers have speculated that this is because their sacrifice would be a larger waste to the colony than the older workers. Older termites are less effective at foraging for food, or can no longer forage at all. However, acting as defensive toxic fighters still allows them to be of some use to the colony. Under magnification, the abdominal spots appear to be crystals encased in pouches that sit on top of the salivary gland. Robert Hanus also of the Academy of Sciences of the Czech Republic says, "When the pouch bursts, it's the mix of crystals, saliva, and haemolymph – a liquid similar to blood – that makes the resulting liquid so toxic..." CUSTOMER EXPECTATION AND CUSTOMER EXPERIENCE
When I was running my route, I can remember one particular pest customer whose account I had just taken over. She had left her old company because she was unhappy with them, so a sales person had sold her our service, and another technician did the initial treatment. When I went back out two months later, I introduced myself and asked if there were any issues. She told me she had seen three earwigs in the bathtub. My thought was that the service was working well if that was the only activity; however, after a moment of speaking with her, I realized three earwigs in two months was unacceptable; she expected never to see any activity. This scenario could possibly have been avoided if the previous technician had set the expectation that the materials pest companies use severely limit the population of insects on the property, but do not necessarily eliminate everything that moves. She should have been prepared to to see an occasional insect instead of receiving this information after the fact, which made it sound like an excuse instead of the truth. I have found this is the same with new sales. Before I would perform an initial service, I always let the customer know that since this was the first time he was having service he might see an increase in activity over the next few weeks before the activity subsided, as the materials sometimes push insects out of their hiding places before taking effect. So now in the customer's mind, if he saw an increase in activity, he wouldn't think, "Why am I paying for this service if it isn't working?" Instead, he would be expecting it if it happened and not think anything of it. This is setting customer expectations. There is a psychological principle George Colombo, an authority on the use of technology in sales, calls the "Delta Principle." This principle states that the quality of your customer's experience is not a direct result of the objective quality of your products or services. Instead, customer satisfaction is more a function of how closely your customers' experiences with your business conform with their expectations. You can have the greatest product or service in the world, but if it does not meet the expectations of customers, their experience can be a negative one. There are three elements to delivering great customer service in regards to expectation: 1) Effectively setting expectations for customers' experiences 2) Understanding all of the expectations your customers bring to their transactions 3) Delivering on your customers' expectations explicitly The first step is asking good questions. In the beginning scenario with the customer who transferred from another company, the initial technician could simply have asked, "Why were you unhappy with your previous company?" This is a simple question that would not only have given insight into why she was unhappy but also her concerns. Finding out what a customer expects is only a part of asking good questions. You also want to learn what their concerns are so you can address them specifically in your sales presentation and with the service you provide. You would not want to spend time discussing how effective the treatment is for spiders if the customer only cares about ants. Before and after you perform a service, especially an initial service, let the customer know what to expect. Do not let his mind fill in the blanks; otherwise he may expect something completely different than what will actually happen. This is also important for in-between service calls. For instance, if the customer called for ants inside, and I found ants going up the foundation outside, I would treat the ants from the outside and clean up the ants inside the house. I would then let the customer know what I found, what I did and that the ants may take up to a week before being completely gone because of how the material works. I would let him know most likely the ants would be gone in the next day or two but not to be surprised if he saw stragglers for the next week. Then if there were some ants two days after my treatment, the homeowner wouldn't be surprised and disappointed with the service. He would expect it because I told him what to expect. Furthermore, I always give customers an option in case the problem persists beyond the expected time. I say, "If you are still having ants after a week, please call me back out again." Not only does the customer know what to expect, but if there are further issues, he can call me back out. At no time is he left wondering what to do or expect. I have set the expectation in line with what his experience should be. Always remember when possible to under promise and over deliver. That principle will always create the best experience for your customers. ANNUAL BED BUG EXPERT CERTIFICATION PROGRAM Sept. 20, 2012 – California State University, Sacramento Being recognized as an expert in the field of bed bug management is critical for you and your company's ongoing success, and now you can be certified in the pest management industry. PCOC is proud to support Domus Institute, an independent scientific organization developed by Gail Getty. Domus Institute's Professional Certification Program is designed to educate and train individuals in bed bug identification and eradication using industry standards and best practices. Domus Institute is holding a one-day training program for certification in Northern California on Sept. 20. Domus Institute is partnering with experts in research entomology, pathology, statistical algorithms and consumer insights and behaviors. Speakers include Gail Getty and William K. Reisen, PhD. Space is limited. For more information on this certification program and a brochure, click: http://www.domusinstitute.com/events.html. UPCOMING EVENTS
2012
Sept. 28-29
Board of Directors Meeting
Hyatt Regency
Monterey, CA
Oct. 2
18th Annual Tri-District Golf Tournament
Benefiting PAPCO
Coyote Hills Golf Course
Fullerton, CA
Dec. 6
2012 PCOC Golf Tournament SilverRock Resort La Quinta, CA Dec. 7-8
Board of Directors Meeting
Hilton Palm Springs
Palm Springs, CA
2013
Jan. 8
Pest Ed South Quiet Cannon Montebello, CA
Jan. 9
Pest Ed North Red Lion Inn Sacramento, CA March 22-23 Board of Directors Meeting
Grand California Resort
Anaheim, CA
April 23-24
Legislative Days
Hyatt Regency Hotel
Sacramento, CA
May 30-31
Leadership Academy
Catamaran Resort Hotel
San Diego, CA
June 27-29
PCOC Expo 2013
Hyatt Vineyard Creek Hotel
Santa Rosa, CA
Sept. 27-28
Board of Directors Meeting
Catamaran Resort Hotel
San Diego, CA
Dec. 6-7
Board of Directors Meeting
Holiday Inn Golden Gateway Hotel
San Francisco, CA
MEMBER VALUE PROGRAM
PCOC MONTHLY INSURANCE/SAFETY TIP
Slips, trips and falls cause 18 percent of workplace injuries and 15 percent of work-related deaths. What can you do to prevent these accidents? Maintain Flooring OSHA requires all permanent places of employment, except where domestic, mining or agricultural work only is performed, to have floors that are clean and, as far as possible, dry. They must also be free from protruding nails, splinters, holes or loose boards. Some floors become more slippery with age. Most floors become more slippery if they are not regularly cleaned, so avoid letting dirt and grease build up. Train employees to use the proper cleaning solutions. If you use cleaning contractors, make sure they know how to clean your floors and regularly inspect them. · Check entry mats and runners regularly; when they become saturated, replace or wet-vacuum them, using a grounded adapter. · Consider installing mats that lie flush with the floor and have a receptacle to catch water. · Keep mops and cleaning supplies near entrances or places where water is used. · Use hazard signs to warn of wet or slippery conditions and other obstacles that could impede foot traffic. Maintain Parking Lots and Sidewalks A high percentage of slips and falls occur in parking lots and on sidewalks. Routine maintenance can decrease the odds of accidents: · Make sure roofs and eaves have appropriate drainage so water flows away from walkways. · Inspect and repair cracked or uneven paving. Irregularities of a quarter inch to a half inch are large enough to trip on. · Inspect and clean storm drains to make sure water flows freely; openings on grates should be one inch or less. · Check that utility covers lie flush. · Use contrasting colors to highlight speed bumps, utility covers and drains. · Regularly sweep parking lots and walkways to eliminate leaves and other debris. Be Aware of Stair and Ramp Hazards · Ensure stairwells, ramps and any areas with elevation changes have adequate lighting. · Install handrails 30 to 34 inches above the leading edge of stair treads. · Use slip-resistant paint to coat walkways and ramps that may become slippery. · Block off hazardous areas. Use of Proper Footwear Maintain Premises
Routine maintenance and simple upgrades or repairs can greatly reduce slip-and-fall hazards. Regularly check your premises for the following: · Are aisles and passages clear and wide enough for easy passage? If not, remove clutter or obstructions. · Can you clearly see any level changes, steps or obstructions? If not, upgrade lighting and/or install reflective safety striping. · Do electric cords snake across areas where people walk? If so, additional outlets (including floor outlets) can reduce this hazard. Any time an employee works at a height of six feet or more above ground level (construction industry) or four feet or more in general industry, he/she needs additional protection, which is beyond the scope of this article. For more information or other recommendations on preventing slip-and-fall accidents, please contact the PCOC Insurance Program department of Jenkins Insurance Services at (877) 860-7378. NEW MEMBERS
FREQUENTLY REQUESTED INFORMATION
NPMA LOGIN FOR JOINT MEMBERSHIP LOGIN: 313501 PASSWORD: PCOC PCOC website password for 2012-2013 effective July 1, 2012: "killbugs"
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