EDITORIAL: Customers Vote with Money

A growing number of economists say the country is on the brink of a recession or in one already, dragged down by well-documented problems in housing, credit and financial markets. Now 56 percent of economists believe the economy has started or will enter a recession this year. That’s up 45 percent from previous surveys.
 
The report from the National Association for Business Economics (NABE) indicated that the worst of the painful housing slump and the credit crunch might come to an end this year, but the economy will weaken further and unemployment will rise.
 
Forecasters are hopeful that the housing slump – in terms of home sales – will hit bottom this year; although economists were divided over whether the low point would be reached in the third or fourth quarter.
 
Despite ongoing pessimism in daily headlines, lawn and landscape contractors are surprisingly resilient. Sure, it’s easy to feel dejected considering the negative messages coming from print, radio and TV. But remember, the summer season is “game time” for landscape professionals, and contractors make or break their year (and possibly next year) by hustling for new leads, upselling current customers and building a backlog of jobs for the fall, winter and next spring.
 
There’s more than enough competition in most markets – some good, some bad. However, good salesmanship and follow-through will certainly shine over many.
 
With this in mind, here are a few sales tips from Jeffrey Gitomer’s Little Red Book of Sales Answers. These tips may sound commonsense, but a reminder and refresher never hurt.
 
What is the best way to ensure a reorder? From the time of your first sale, your report card begins. The next order will depend on the “yes factor” of the following key elements:
 
 1. Was your service delivered on time?
 2. Were all of your promises kept?
 3. Were service issues resolved favorably?
 4. Did you follow up after the service?
 5. Is it easy to find anyone in your company (at any time)?
 6. Did you stay in contact with them on a regular basis in between sales with some kind of value message?
 7. How accessible and responsive were you?

Customers vote with their money. Their view of your company stems from the last job they hired you for. In slow and challenging economic times, make sure your sales people and, quite frankly, all employees brush up on customer service and follow-through. Bring on your “A” game and achieve your sales goals. LL