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Producing results

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Consistency is the answer to GrowinGreen's customer retention.

Lee Chilcote | February 22, 2012

GrowinGreen achieves strong, effective results with its customers’ lawns through education, building relationships and keeping a steady stream of communication.

“We tell them that we don’t have any magic dust, we’re not rocket scientists,” says GrowinGreen founder and owner Jonathan Rigsbee. “You can go to Home Depot and buy great products, but if you don’t have a system and know how to use them, they don’t work. The key is to try to keep the same technician on the property.”

The company’s technicians endeavor to educate its customers about their system and what makes it successful while treating the customers’ yard. Beyond talking to clients, GrowinGreen also reinforces the message through newsletters and information they leave behind after scheduled treatments.

“It’s all about consistency, consistency, consistency,” Rigsbee says. “Just like marketing, that’s how our program works and that’s how we get results.”

GrowinGreen has recently introduced a biological program that is generating strong results. Rigsbee says many of his customers are converting over to the new program, which uses less fertilizer and has achieved better turf color.

He attributes part of the success of the program to his staff’s ability to educate customers on its benefits.
The Kernersville, N.C., company has an 84 percent retention rate. And Rigsbee says customer referrals are the company’s No. 1 source for new customers.

Regarding customers who don’t follow directions or recognize the value of ongoing treatments, Rigsbee says that he eventually cuts them loose – for a while, at least.

“We’ll try to work with any customer and go out of our way to help them get back on track. But sometimes you have to let them learn for themselves. When they see it’s not as easy as they thought it was, we’ve got a pretty good shot at getting them back.”

 

This is one of three stories that ran in Lawn & Landscape’s Growing Green e-newsletter. For more on GrowinGreen:

A systematic approach: Streamlined processes have helped this lawn care company grow.

Investment package: Wrapping vehicles with the company logo can go a long way for brand building.

 

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