Lenny Gray on How To Sell Door To Door, Advice For Home Services, and What It Takes To Make It.

How Lenny Got Started in Pest Control

Lenny began his pest control journey in 1998 after being recruited by a high school friend to sell pest control door-to-door. His hard work and determination paid off when he became Rookie of the Year, selling 500 accounts and making $50,000 in his first year. His success was no accident—he applied a strong work ethic, learned sales techniques from a prior church mission, and believed in outworking his peers.

The Power of Door-to-Door Sales

Door-to-door sales have earned a negative reputation due to unethical practices by some, but Lenny is passionate about showing how it can be done the right way. With his process-driven approach, he emphasizes that door-to-door sales can be ethical, effective, and replicable. He created a sales flow process that any rep can follow to get results. From initial approaches to overcoming objections and closing deals, Lenny's method ensures that reps build value and trust with customers rather than relying on pressure tactics.

Lessons from Scaling Rove Pest Control

One of the key drivers of Lenny’s success with Rove Pest Control was his ability to scale quickly. He went from selling door-to-door himself to managing a team of sales reps, growing the business to be the largest residential pest control company in Utah within five years. Lenny credits much of this rapid growth to door-to-door sales and the use of well-trained, ethical sales teams.

Ethical Selling and Building Customer Trust

Lenny's emphasis on ethical selling sets him apart in the door-to-door industry. He shared stories of how companies often lose customers because of dishonest sales tactics, but his approach focuses on long-term customer retention. For example, when he sold 674 accounts in one summer, only six people canceled—and those were due to reasons beyond his control like moving or death. His goal is always to sell honestly and ensure the service delivered matches customer expectations.

The Importance of Systems and Training

Throughout our conversation, Lenny repeatedly emphasized the importance of systems and structured training. His success wasn’t a matter of talent or luck but came from having a well-thought-out process that any sales rep could follow. He highlights the need for pest control companies to invest in proper training and to have Standard Operating Procedures (SOPs) that sales teams can replicate. Lenny’s framework ensures consistency and allows even new hires to be successful quickly.

Leveraging Technology for Sales and Growth

Lenny pointed out that many of the top pest control companies today are as much about technology as they are about pest control. From CRM systems like FieldRoutes to reputation management tools like Snowball, technology plays a pivotal role in driving efficiency and scaling a business. According to Lenny, the right tech tools can optimize routes, track customer satisfaction, and increase retention—all of which contribute to a company’s long-term success.

Building a Door-to-Door Sales Team the Right Way

Hiring a door-to-door sales team can be challenging, but Lenny advises against outsourcing it to third-party companies. Instead, he encourages pest control business owners to build teams from within their local network, training them thoroughly in the company’s values and sales process. By investing in proper training and ensuring the team is a cultural fit, companies can expect better retention, higher-quality sales, and more loyalty from their reps.

The Future of Door-to-Door Sales in Pest Control

Despite the rise of digital marketing, Lenny believes that door-to-door sales are here to stay and may even see growth in the coming years. He predicts that by 2030, there will be over a million door-to-door reps across various industries. For pest control companies, this presents an opportunity to incorporate door-to-door sales as part of a comprehensive growth strategy. Lenny also emphasizes that companies must diversify their approach, combining digital marketing with door-to-door sales to maximize efficiency and revenue.

Conclusion

Lenny Gray’s insights and experience demonstrate that door-to-door sales, when done ethically and with the right systems in place, can be a powerful tool for pest control businesses. By focusing on structured training, leveraging technology, and ensuring long-term customer satisfaction, companies can achieve sustainable growth. For pest control owners looking to grow their business, Lenny’s approach offers a roadmap to success—one that blends old-school grit with modern tools and strategies.