#22 B2B and B2C Marketing and Advertising

In this episode, Nicole Alicea sits down with Kevin Citarella, founder of Citarella Pest Control, to break down what it really takes to build and scale a successful service-based business. Kevin shares why the pest control business is not about killing bugs—it’s about people, relationships, and delivering consistent customer value. With experience building multiple pest control companies from the ground up, Kevin walks through the real-world playbook behind starting, growing, and sustaining a service business. In this episode, you’ll learn: • How to start a pest control business from scratch • The licenses, training, and certifications required • Why customer service—not the service itself—drives growth • How to build a referral-driven business model • The logistics of scaling a local service company Kevin also shares insights on team training, territory management, and how he built a business that thrives on relationships and reputation. Produced by David “Fingers” Bell and Nicole Valentin Alicea.

Why is it so hard to find great salespeople—and what separates top performers from everyone else? In this episode, Nicole Alicea sits down with Jim Marshall of Sandler Training Tampa Bay to break down what business owners need to know about hiring, developing, and leading high-performing sales teams. Together, they challenge the stigma around sales and reveal what truly drives success in the profession—from mindset and communication to behavior and accountability. In this episode, you’ll learn: • The key traits of top 10% sales performers (and how to identify them) • Why most hiring processes fail—and how to fix them • The difference between transactional and consultative selling • How to properly qualify (and disqualify) prospects • Why referrals are the most underutilized growth strategy • The importance of onboarding, training, and ongoing development Jim also shares practical frameworks for improving sales conversations, avoiding common mistakes, and building a team that consistently drives