Joe Dingwall on Operating a $15M Pest Control Company, Building Company Culture, and Sales Training.

From Pastor to Pest Control President

Joe Dingwall's career journey is quite unique. Initially, he started as a pastor, which provided him with a strong foundation in leadership and community engagement. However, he eventually transitioned to the pest control industry.

Joe Dingwall: "Out of college, I was passionate about ministry and found a lot of fulfillment in growing a church. However, for my family's sake, I had to pivot to a different industry. I was drawn to pest control because of its stability and my ability to leverage my leadership and marketing skills. I found a reputable company, CatsEye, and dived right in."

Joe’s ability to adapt and apply his leadership skills in a new industry highlights the importance of flexibility and leveraging one’s strengths to find success in different career paths.

Building a Recognizable Brand

CatsEye Pest Control is well-known for its strong branding, a vision brought to life by the company's founder, John Gagne.

Joe Dingwall: "Our founder, John, had a vision to make the brand appealing to families and children. His idea was that these kids would become the next homeowners. We focused on creating a fun, family-friendly brand, complete with jingles, mascots, and community involvement, making us a household name in upstate New York and New England."

John Gagne’s long-term branding strategy paid off, establishing CatsEye as a trusted and familiar name. The emphasis on a family-friendly image helped the company build lasting relationships with customers, ensuring brand loyalty and recognition.

Expanding into New Territories

Expanding into new markets is no small feat, but Joe and his team managed to do just that with their Boston venture.

Joe Dingwall: "In 2017, we decided to enter the Boston market, which was a completely new territory for us with no brand recognition. We deployed a comprehensive digital strategy, including SEO, local references, blogs, and digital assets like videos and graphics. Starting from zero, we grew to about 100 employees in seven years, largely thanks to our consistent and aggressive marketing efforts."

Expanding into new markets requires a robust strategy that includes both digital and traditional marketing. Joe’s approach underscores the importance of understanding local dynamics and leveraging digital tools to build a strong presence from scratch.

The Importance of Company Culture

Creating a strong company culture is essential for long-term success. Joe shared his approach to building a positive and productive work environment.

Joe Dingwall: "We place a strong emphasis on hiring the right people and making sure they fit within our team. Our interview process has three stages, focusing on character, competency, and chemistry. We want people who do the right thing, have the skills to solve problems, and fit well with our team dynamics. Onboarding is equally important, ensuring new employees feel comfortable, understand their roles, and are integrated smoothly into our culture."

A well-defined hiring and onboarding process is essential for building a strong company culture. Joe’s approach highlights the importance of not only finding the right talent but also ensuring they are a good cultural fit and feel welcomed from day one.

Training and Development: A Key to Success

Joe emphasizes the importance of continuous training and development for his team.

Joe Dingwall: "Training is crucial. We have training sessions every week for our sales team and monthly formal training for our service teams. We believe in constant improvement and make sure our employees are knowledgeable about the products, pests, and effective sales techniques. This ongoing training helps our team stay sharp and deliver high-quality service to our customers."

Regular training sessions ensure that employees are well-equipped with the knowledge and skills needed to excel in their roles. Joe’s commitment to continuous training reflects the importance of investing in employee development to maintain high service standards and customer satisfaction.

Marketing Strategies: Traditional Meets Digital

Joe shared insights into how their marketing strategies have evolved over the years.

Joe Dingwall: "We’ve shifted heavily towards digital marketing while still maintaining some traditional partnerships that resonate with our target audience. We focus on SEO, fresh content, and programmatic advertising on platforms like Hulu and Peacock. We adapt our strategies based on market trends and ROI, ensuring we are where our potential customers are."

Adapting to market trends and leveraging both digital and traditional marketing channels is key to reaching a broad audience. Joe’s approach of constantly evaluating and adjusting marketing strategies ensures that the company remains relevant and effective in attracting new customers.

Differentiators: The Cat Guard Exclusion System

One of the key differentiators for CatsEye is their unique Cat Guard exclusion system.

Joe Dingwall: "The Cat Guard exclusion system is a comprehensive solution to seal off entry points in a structure to prevent pests from getting inside. It includes fabricating metal guards to cap off siding, caulking around chimneys, and sealing other potential entry points with construction-grade materials. This system helps us address pest problems at their root cause."

This innovative approach not only helps in reducing the use of rodenticides and other products but also provides long-term solutions to customers, enhancing the value of the service provided.

Managing Growth and Employee Engagement

As the company has grown, Joe has focused on managing growth effectively and keeping employees engaged.

Joe Dingwall: "We have a team of recruiters to ensure our staffing levels are where they need to be. Early on, I was sourcing and hiring each person individually, but now we have a dedicated team for that. Our goal is to hire people with the right character, competency, and chemistry. Additionally, we focus on onboarding and continuous training to make sure new employees feel comfortable and are integrated smoothly into our culture."

Joe’s approach to managing growth highlights the importance of having a dedicated recruitment team and a structured onboarding process to maintain a positive company culture and ensure that employees are well-prepared for their roles.

Conclusion

Joe Dingwall’s insights provide a comprehensive look into what it takes to build and run a successful pest control company. From his unique journey to his strategic approach in branding, marketing, and employee engagement, Joe’s experiences offer valuable lessons for anyone in the pest control industry. By focusing on strong company culture, continuous training, and innovative marketing strategies, pest control companies can achieve significant growth and long-term success.