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Nisus Corp. has a secret weapon for strengthening its relationships with pest management professionals (PMPs): The BBQ skills of Harry Bryan and John Singletary, ACE, the Rockford, Tenn.-based manufacturer’s director of pest control business development and regional manager, respectively.
“John and I have an extensive BBQ background,” Bryan explains. “We’ve competed competitively on the professional BBQ circuit, although not together. We didn’t even know each other until he joined Nisus three years ago.”
The two men are busy fielding invitations from industry associations and pest control companies to bring their respective smokers to training and celebratory events. Bryan brings Dolly while Singletary, a former restaurant owner, brings Jolene — each named in honor of the legendary Dolly Parton and one of her most famous songs. While it’s a matter of “have smoker, will travel,” they prefer that the venues they use feature a commercial kitchen. Logistics are important because it is a 48-hour smoke, and there needs to be space for the smoker(s) and access to water, shelter and restrooms.
A one-off becomes a tradition
The duo also has a “roadie crew” that includes George Williams, ACE, PHE, Nisus’ northeast regional manager. “I co-hosted the very first Nisus BBQ with Harry in 2004, when we did an episode of ‘This Old House’ featuring Bora-Care with Mold-Care in Carlisle, Mass.,” he recalls.
Another invaluable member of the “roadie crew” is Mike Varner, who works in the company’s warehouse.
“On the BBQ team he’s our Mr. Fix It.,“ Bryan explains. “If something breaks or isn’t working mechanical-wise we always look at Mike.“
Bryan picks up the story from there, noting that Dolly had to be trailered 1,000 miles to where the PBS TV program was set up for the season. “As a thank-you, we offered a full BBQ spread for their production crew. We arrived at 2 a.m. to start cooking chicken, ribs and a side dish smorgasbord. ‘This Old House’ was so gobsmacked by the hospitality that they rewrote the script of that episode on the fly, and it became a BBQ-themed episode. It was an ‘a-ha’ moment for us.”
Payment for these feasts varies, Bryan says. Sometimes, associations cover costs; other times, Nisus is the major sponsor. He adds that none of the events happen without the support of Nisus leadership – and company president Lee Barrett in particular.
“Lee has cooked with me many, many times and has stayed up many a night throwing a log on the smoker every hour,” Bryan continues. “He understands the relationship component of the whole process. It can be raining, sleeting or snowing, but when the smoker is rolling with the whiff of rendering brisket and hickory in the air, it’s a blue-sky attitude all day.”
Building relationships through BBQ
These BBQ events have become a cornerstone of Nisus’ relationship-building strategy. As Williams quips, “When people ‘break brisket,’ something special happens. The conversation becomes more informal, and you get to know people on a personal level. Relationships matter, and these events foster that in a very memorable way vs. traditional seminars and meetings.”
Nisus has created a special brand experience by combining Bryan and Singletary’s industry expertise with culinary skills. Their BBQ events have proven to be a powerful tool for fostering relationships, building brand loyalty, and driving business growth.
“Nisus could easily provide cash sponsorship for events, conferences and customer support, but this is a much more effective way to invest in our industry and clients with some TLC and BST — tender loving care and blood, sweat and tears,” Singletary says. “You do for others because you want to do, that’s it. We go above and beyond as a way to show our love for this industry and our clients.”
Bryan agrees. “At Nisus, we are all about the relationship,” he concludes. “We bring hospitality into the equation. People won’t remember facts and figures, but they will remember the stories you tell, the experiences shared and the memories.”
If you’re interested in hosting a Nisus BBQ at your next industry gathering, reach out to your Nisus representative for details.
See the highlights and behind-the-scenes of the BBQ below.
