In Minor's League: Jan. 2000

QUESTION: There are so many things that a contractor has to focus on when starting a business. What do you think are the key areas for us to focus on?

ANSWER: There is no doubt that operating a successful landscape company is a tremendous challenge. Even in today’s growing economy there are a number of issues that are difficult to deal with from the labor shortage to low-priced competition.

Having said that, there are still certain general areas for all contractors to concern themselves with if they are interested in making their business stronger and more profitable.

Following are 10 key areas for contractors to focus on mastering in their business. My hope is that these tips I share can be used by everyone regardless of their level in business.

TIP NO. 1: Deliver quality and do it quickly.
This concept should be followed by everyone including someone new to the business or a seasoned industry professional.

Successful businesses realize that quality is not enough. Quality is meeting or exceeding customer expectations at a competitive price. Anyone, if given enough time and training, can plant a shrub or mow a lawn well.

The best landscape professionals realize there must be a balance between doing quality work and doing it at a competitive price.

Remember that quality is always defined by the customer. You may think you are doing a great job or doing all of the right things, when in reality the customer thinks something else is important. For example, while you think green grass is important, it may be seasonal color.

TIP NO. 2: Be obsessed with providing exceptional customer service.
The good landscape professionals have figured out that it is necessary to have great quality, great prices and great service.

The bottom line is to be obsessed with providing good service. Contractors have to live this commitment everyday and have a passion for it. And everyone around you has to buy into it, too.

If a contractor makes this commitment to service and ties in quality, efficiency and responsiveness, then they will be at the top of the industry. It doesn’t even matter which industry it is or what position they are in, they will still be a success.

TIP NO. 3: Set Goals.
If someone goes on a trip to an unfamiliar location, what is the most important item they will need before leaving? A map.

You need a map to get where you want to go. It’s the same with your career and your life. Everyone needs a road map. You have to have a game plan for success and identify where you want to go, when you want to get there and what it is going to take to achieve it.

TIP NO. 4: Become an effective communicator.
The bottom line is, if you are a skilled communicator there are simply more opportunities for advancement.

If someone can sit in front of a client and clearly verbalize an issue or a situation, write a letter that successfully explains their position or even put together a clear, concise proposal, then that person’s job will be significantly easier when dealing with clients.

Similarly, if someone can communicate a vision to his or her organization, get up and give a pep talk or simply know the best way to praise and reprimand employees, then he or she will go farther as a manager than someone who doesn’t have these skills.

TIP NO. 5: Develop multiple skills.
It goes without saying that the most valuable employee in any company or industry can do a variety of things and do them well.

For the green industry, developing multiple abilities may include having strong horticultural skills, having good hiring skills or maybe even speaking Spanish.

Learn and master a number of different skills. Whether you are an owner, senior manager or mid-level manager, there will simply be more professional opportunities for you based on the number of skills you are competent at.

TIP NO. 6: Learn effective time management techniques.
Good time management means making the time to do the things that are most important. These might not be the tasks that someone wants to do, but they are the tasks they should do.

The best managers I know of can juggle a number of tasks and do them well. They can do this because they are organized and they know the priorities of the moment.

TIP NO. 7: Develop your leadership skills.
A leader has a few certain traits. First, a leader treats people fairly and decently. Second, a leader is sensitive to his or her staff’s needs and wants. The people are at the top of his or her priority list. Third, good leaders let their people know that they are important.

We talk a lot in business about the customer. Good leaders satisfy the internal customer as well. The internal customers will make or break an organization. The internal customer is the company.

Leadership skill can be developed, but it is something that one has to work at.

TIP NO. 8: Understand that your attitude determines your altitude.
Attitude is more than just being upbeat and positive, although this is a great start. Attitude involves dealing with the issues of the day in the proper perspective and sometimes that is hard to do.

Have you ever consistently interacted with people who always seem upbeat and positive? If so, what happened? If you are like me, that person rubbed off on you and made you and everyone around them better.

Everyone is in charge of their own attitude. If your attitude is positive and you have your life in perspective, then you are on the right path.

TIP NO. 9: Learn how to handle adversity.
This industry is tough. It is for tough people. The clients can be demanding. The employees can be problematic. The hours are often long. The business can be stressful. If you can handle adversity, you are on the right path to success because there certainly will be adversity.

TIP NO. 10: Always focus on continuous self-improvement.
The best thing about this journey is that it is a journey that never ends. People can always learn and be better whether they are 22 years old or 62 years old. There are always opportunities to learn and grow.

The path to success is a bumpy one. But I’m convinced that if you choose the right path and focus on the right things, you can become the one person you dream you can be.