Communicating Clearly with Customers: Lessons from Medicine for the Pest Control Industry
By Samantha Kiever, Research Entomologist, Insects Limited
One of Insects Limited's core values is to communicate clearly. Clear communication is not just about making sure that you are understood, but about making sure you understand the person you are communicating with as well.
It assures that both parties are on the same page and can move forward with the best available knowledge. Clear communication relies on and communicates mutual respect.
It is integral to inter and intraorganizational efforts, and it's even more important when communicating with people who may know less than you about pest issues, especially with certain clients.
Pest control professionals frequently encounter clients who report distressing experiences: mysterious damage to textiles, unexplained contamination of stored food, or sightings of elusive insects that seem to disappear when observed. In some cases, no verifiable pest presence is found despite the client's strong belief that they are dealing with an infestation. These interactions require careful, empathetic communication to maintain trust and professionalism while also conveying factual findings. Drawing from medical communication strategies and my own experience refining my communication with homeowners, I’ve put together these five principles that can help effectively engage with anxious customers.
1. Don’t Overreach
Pest control specialists are not medical professionals and should avoid attempting to diagnose skin conditions, allergies, or psychological concerns. If a client presents health-related symptoms such as skin issues, directing them to a medical professional is the most appropriate course of action. Likewise, assuming that an infestation is absent due to a lack of evidence should be avoided. The primary responsibility is to assess and report on the presence or absence of pests, not to determine the cause of a client’s distress. A thorough inspection and factual reporting remain the foundation of effective pest management.
2.Don’t Invalidate
Dismissing a client’s concerns outright can damage trust and escalate frustration. Even when no evidence of pests is found, acknowledging the client’s distress and validating their experience fosters a cooperative relationship. A simple statement such as, “This situation is understandably frustrating, and a thorough investigation will help clarify what’s happening,” reassures the client that their concerns are taken seriously.
An investigative approach should always be maintained, even when initial findings do not indicate an infestation. Over multiple visits, what initially appears to be psychological distress may later be revealed as a hidden infestation. A factual, open stance helps maintain trust and prevents unnecessary conflict.
Medical professionals handling cases of delusional parasitosis do not immediately dismiss concerns. Instead, they conduct due diligence by running tests to rule out possible ectoparasites and endoparasites, reviewing medical history, and considering environmental factors before concluding that the issue is psychological. Similarly, pest inspections should be thorough, ruling out common pests before making definitive statements. This approach ensures professionalism, care, and credibility.
3.Don’t Feed into the Hysteria
Some clients may insist they have a pest issue despite a lack of evidence, sometimes even describing insects that are not biologically plausible. While maintaining a compassionate approach is important, reinforcing unfounded beliefs should be avoided. A neutral, fact-based stance such as, “A thorough inspection has not revealed any evidence of an infestation at this time,” keeps the discussion grounded.
Engaging in debates about imaginary pests or supporting extreme measures clients may suggest should be avoided. Some may ask if their living space should be covered in diatomaceous earth or if all clothing should be discarded out of fear of infestation. The conversation should be steered toward fact-based pest biology, effective treatment options, and safety concerns. Providing accurate education and preventive strategies helps clients feel in control, which can prevent them from trying to take matters into their own hands and misusing pesticides or other nonlabelled agents to their own detriment.
Sometimes, customers may perform their own exhaustive inspections prior to your arrival and will be very eager to share their findings with you. Many times, the evidence that customers come up with for an infestation will be a bunch of casual invaders such as a house centipede, a handful of isopods, a ground beetle, and a single house fly. The trouble with insects is that you will always find them if you go looking for them. A helpful piece of advice for clients is, "If you must go searching for insects to find them, an issue is less likely. If you find them without searching for them, then it is time to consider that there may be an issue." This helps temper expectations about what a normal presence of casual invaders looks like and discourages unnecessary, exhaustive searches that may lead to misinterpretation of normal environmental occurrences, which also minimizes fuel for the anxiety or delusion. Monitoring can be an effective tool here, as it removes the ambiguity out of customer-led inspections that may be too detailed to the point of frustration. The goal is to be a precise and normalizing voice. Your expertise is going to make customers feel a lot more comfortable, and hopefully they will turn to you over questionable online forums when searching for solutions for other pest issues down the line.
4.Only Say Certain Things
Certainty Clients may seek definitive answers, but when evidence is lacking, speculation should be avoided. Making absolute statements about what is not causing the issue can be as misleading as making assumptions about its cause. Instead of saying, “There are absolutely no pests here,” a more precise statement would be, “Based on the inspection, no evidence of pests or common household insects has been found at this time.” This maintains factual accuracy while allowing for future findings.
Precision is key; however, hedging language is appropriate when uncertainty exists, but the audience must be carefully considered. Some clients can process nuanced information, such as, “Skin issues could be related to mold, as there are many psocids in this area, and dampness is noticeable.” Others may misinterpret this information and take drastic actions, such as using excessive chemicals or unsafe home remedies. Providing information responsibly ensures that clients are informed without unintentionally encouraging harmful behavior.
5. Provide Appropriate Guidance and Comfort
When no clear pest presence is found, offering practical next steps can ease client concerns. Suggestions might include:
Monitoring for pests using traps
Keeping an inspection log of sightings
Maintaining good housekeeping practices to reduce potential attractants
A calm and structured approach reassures clients while reinforcing confidence in the professional assessment. Again, if physical symptoms or emotional distress are present, recommending consultation with a medical professional is advisable. A supportive statement such as, “This situation appears to be causing significant distress. While monitoring for potential pest-related causes, seeking medical support may provide comfort and additional clarity,” can help direct the client toward appropriate resources. This approach mirrors clinical guidelines for referring patients with suspected delusional parasitosis and other mental health issues to mental health providers. The goal is to not make the client think that you are calling them crazy, and being thoughtful and precise in your approach is going to allow you to maintain rapport as you continue your investigation, just as a doctor still wants to leave no stone unturned whilst their patient receives care from other providers to manage their mental and emotional wellbeing.
Clear and Compassionate Communication for Long Term Success
The manner in which customer interactions are handled directly impacts long-term success in pest management. While immediate sales are important, customer satisfaction is key to sustained growth. Compassionate and clear communication fosters trust, reliability, and transparency.
By providing factual information, offering practical advice, and demonstrating empathy, pest control professionals avoid the perception of being pushy salespeople looking to upsell unnecessary treatments. Exploiting a client’s distress may lead to short-term gains but can damage credibility and result in negative reviews from customers or their concerned friends and family.
An honest, compassionate approach ensures customers feel their concerns are genuinely addressed. This builds trust, encourages repeat business, and leads to positive word-of-mouth referrals. Over time, a reputation for integrity and professionalism strengthens a company’s standing in the industry, proving that ethical communication is not just beneficial for clients—it is a sound business strategy.
Medical professionals provide a model for approaching delicate situations with care and professionalism. While pest control professionals are not doctors, much can be learned from their wellresearched and documented communication methods. A thorough, empathetic, and precise communication approach ensures that clients receive the best possible service while preserving confidence and trust, which enhances both reputation and effectiveness, serving as a model for handling sensitive situations in any industry.
Sources
Brownstone, N., Howard, J., & Koo, J. (2022). Management of delusions of parasitosis: An interview with experts in psychodermatology. Journal of Clinical Psychopharmacology, 8(3), e035. https:// doi.org/10.1097/JW9.0000000000000035
Brownstone, N., & Koo, J. (2023). How to successfully handle the initial encounter with a delusional infestation patient. Clinics in Dermatology, 41(1), 5–9. https://doi.org/10.1016/j.clindermatol.2023.02.004
Lepping, P., & Koo, J. (2019). Delusions of parasitosis: An update. Dermatology and Therapy, 9(2), 333348. https://doi.org/10.1007/s13555-019-00324-3
Patel, V., & Koo, J. Y. (2014). Delusions of parasitosis: Suggested dialogue between dermatologist and patient. Journal of Dermatological Treatment, 26(6), 456–460. https:// doi.org/10.3109/09546634.2014.996513
Insects Limited, an Insect Pheromone Company
Insects Limited, Inc. researches, tests, develops, manufactures and distributes pheromones and trapping systems for insects in a global marketplace. The highly qualified staff also can assist with consultation, areas of expert witness, training presentations and grant writing.
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