Five tips for growth

Wade Martinez offers advice that has helped him succeed.

September 12, 2011
Lindsey Getz
Industry News

Wade Martinez, president of CBS Services, started his career in 1988 as a high school kid with a lawn mower and a dream. More than two decades later, he’s grown the Houston-based business into a multi-million dollar landscape and irrigation firm that’s expanded into all areas of professional outdoor landscaping and sprinkler construction. But Martinez says he’s never forgotten where he started out.

He offers the following five tips for achieving growth.
Get out the pen and paper
“Write down your specific goals and objectives – weekly, monthly, semi-annual and yearly,” Martinez says. “Many overlook this simple task, but it is paramount in keeping your business on track for success. Wandering aimlessly in your pursuit of a successful business will lead you out of business.”
Aim for organic growth
Martinez says the best kind of growth is organic – through your existing client base. The best way to do this is to work hard at maintaining customer relationships. “Stay in front of your customers at least six times per year with thank you letters, requests for referrals, coupon mailers, greeting cards and more,” Martinez says. “Provide excellent customer service. Customers who have had a pleasant buying experience with you will buy from you again – and tell their friends.” 
Maximize your web presence
It’s a technology day-and-age and it’s critical for any successful business to have a functional website, says Martinez. But there are many more online opportunities beyond a website. “Register with all of the search engines, get online reviews, post blogs, create YouTube videos and market with Google AdWords,” he says.  “Increasing the information posted on the web about your company enhances your Search Engine Optimization (SEO) and makes it more likely for potential customers to find you.”
Remember “cash-flow is king”
“Under-capitalization is one of the biggest reasons businesses fail,” Martinez says. “As you grow, monitor your receivables daily or weekly and endlessly try to find ways to save on your expenses.”
Go for great
Don’t let the fact that your company is doing well stop you from becoming great, says Martinez. When things are going well, it’s easy to stop pushing as hard as you were when you were looking for big growth. But you should never stop improving and trying to learn more. Martinez says, “According to Jim Collins, the best-selling author, ‘Good is the enemy of Great.’”