Great expectations

In today’s highly competitive market, it’s more important than ever for experienced, well-qualified lawn and landscape companies to convey to customers how they’re different from competitors. The best way to do that, says Chris Kozol of Forest Green Lawn and Landscaping in Omaha, Neb., is to sell your firm as a cut above the rest.

“There’s easy entry into this type of work; anyone can do what we’re doing,” says Kozol. “So we have to work hard to make sure that we’re not like every other company. We do that by maintaining a commitment to excellence and working hard to achieve it.”

As Kozol says, Forest Green’s competitive advantage can be aptly summed up in just three words: “Committed to excellence.” Yet the firm’s motto is more than just talk, he says. In fact, maintaining that commitment from day to day means paying attention to details, delivering high-quality services and always focusing on ways to improve.

“Through training, education and customer service, we have to be a little different than your average company,” he says. “We have to exceed customers’ expectations.”

Forest Green’s commitment to excellence starts with its employees, Kozol says. To build upon this strong base, he has developed an extensive training program for new employees, continuing education for existing employees and quality control efforts.

“We have daily huddles, weekly meetings and monthly safety meetings,” says Kozol. “We do everything we possibly can to improve service for our customers. When something happens, we train our employees so that it doesn’t happen again.”

Maintaining excellence also means staying on top of details, Kozol adds. “It’s a lot of little things,” he says, including how employees answer the phone, how work is performed, how professional trucks and employees look and phone surveys.

So far, Forest Green’s commitment is paying off. The rush of new companies entering the market has not resulted in a loss of market share, and indeed, the firm has grown. The reason is that customers value results. “We’re more established,” Kozol says.
 

This is one of three stories that appeared in Lawn & Landscape’s Growing Green e-newsletter. To continue reading about Forest Green Lawn and Landscaping:

Virtual reach: Chris Kozol uses video blogs to education and communicate with customers.

Service strategy: This company has grown by adding new offerings for customers.