Ours is an innovative industry. The technology is changing rapidly. Despite this, the Irrigation Association frequently hears that our industry lacks credibility.
There are many excellent contracting businesses installing water efficient products and using best practices. But what seems to be lacking is customer communication. You may be certified or embrace the latest technology, but does your customer understand why it’s important?
To compound the issue, landscape water usage accounts for most outdoor water use. While the usage is highly visible, most of your hard work is buried or hidden. Irrigation professionals don’t have a lot of visibility. Here are some ideas for building credibility:
Industry certification builds credibility. If you provide professional irrigation services – consulting, design, contracting, audits or maintenance – industry certification is a mark of distinction that instills confidence in customers. A new program that will positively impact irrigation and green industry professionals is the EPA WaterSense program, which promotes water efficiency through products, professional programs and partners. The WaterSense label and marketing clout will increase consumer awareness and demand for professionals who use water-efficient products and practices.
Earlier this year four IA certification programs became the first industry certifications to earn EPA WaterSense approval. The IA Certified Irrigation Contractor, Certified Irrigation Designer, Certified Golf Irrigation Auditor and Certified Landscape Irrigation Auditor all met EPA criteria. Once you get certified in one or more of these eligible programs, you can apply to become a WaterSense partner. Partners are provided with a special label and are listed on the WaterSense Web site.
The IA has added a new certification to our industry certification programs, the IA Certified Water Conservation Manager-Landscape. A CWCM-L evaluates, operates, manages and improves irrigation systems to achieve the highest level of water conservation. A CWCM-L discusses system use with end-users, particularly as it relates to scheduling, maintenance concerns and water conservation.
All of the IA certification exams are offered in conjunction with the annual International Irrigation show as well as other major industry shows throughout the year. IA certification programs are self-study. The IA offers optional review courses that may be beneficial when preparing for an exam. IA certified individuals are listed on the IA website, and are encouraged to use their certification logo and “Select Certified” logo to promote their status.
Education builds credibility. The IA offers working professionals continuing education courses at beginner, intermediate and advanced levels. Recent additions to our lineup include “Smart Technologies for Irrigation Management,” which focuses on emerging technologies to help contractors improve irrigation water management. “Managing an Irrigation Service Company” presents this growing opportunity.
Irrigation designers are challenged to increase water efficiency through better design in “Advanced Irrigation Design for Water Conservation.” With reclaimed water use becoming an integral part of many community water management programs, “Designing Landscape and Golf Irrigation Systems with Reclaimed Water” is another hot topic.
Education is a solid investment to train and motivate your employees. Determining the best solution the first time will positively impact productivity and client satisfaction. The IA offers more than 20 courses for landscape professionals in design, installation and maintenance and business. All courses are offered at the International Irrigation show and our most popular courses are at major industry shows.
Industry involvement builds credibility. When you’re busy running and building your business, attending a trade show or joining your trade association is easy to postpone or cut from the budget. Joining a trade association and displaying your member logo builds credibility. Ditto for displaying your certification and logo.
A trade show is one of the best places to remind you of why you get up and go to work. For example, at the International Irrigation show, there are more than 350 exhibitors displaying thousands of products. This year’s Solution Center features a rainwater collection system connected to a working irrigation system. One of the 30 landscape technical sessions also addresses rainwater harvesting for irrigation.
The association-sponsored industry show is a great place to meet people who do what you do and share the same challenges. The Contractor Common Interest Group is where you can make valuable contacts, help develop consistent business standards, and learn about and impact legislation that will affect your business.
And if you can’t make it to the show this year, you can still learn about the new breed of “smart” controllers at the Smart Water Application Technologies (SWAT) Web site by visiting www.irrigation.org/SWAT/Industry/.
Promote efficient products and tips during Smart Irrigation Month next year. Logos, articles and ideas to build customer awareness of water-saving habits and products or services are free online at www.irrigation.org/SIM.htm. Take advantage of this industry-wide campaign to generate some PR for your business at little or no cost.
Amos is director of marketing for the Irrigation Association, Falls Church, VA; www.irrigation.org.