Jessica Anderson

Meeting potential customers in the high-end residential landscape field can be intimidating. Our clients are intelligent, driven and successful — at the top of their respective fields. How can I possibly impress a powerful prospect when, maybe, I’m not what they’re looking for?

I’m a woman when they may be expecting a man. I don’t lead with the confidence that I have all the answers. As a stay-at-home mom for many years, I can’t draw on a lifelong history with the best builders, landscape architects and landscape maintenance companies in the area. It’s easy to let the doubt creep in. However, aside from the initial introduction to a prospect, the time I spend with them is not about me at all — it’s all about them and their needs. My responsibility is to listen and ask questions. My job is to show them that I can provide what they’re looking for.

The first and most important step for me is thinking of each prospect not as a potential client, but as a potential friend. Landscaping, especially maintenance, often comes at the end of a long, exhausting construction process. I remember meeting a client transitioning to maintenance after we finished his newly constructed home’s landscaping. He seemed disgruntled and couldn’t express any priorities. I said casually, “I’m sure this construction process has been really exhausting for you.” It was the only time he smiled during our meeting. In that moment, he felt understood. I believe connecting with him as an emotional human, a friend — not just another contractor — made a difference in his day and his long-term relationship with our company.

Another way I connect with clients (friends!) is by remembering and recognizing meaningful details. I make notes in my calendar because this is where trust grows. These notes go beyond favorite flower colors or boxwood shape preferences. They involve personal connections. If a client reminisces about the scent of lilacs outside her back door as a child, I make a note to bring her a bouquet of lilacs next time I’m in the area. If a client shows me the old cider press in his garage, I make a note to leave a couple of fresh apples from a nearby orchard on his porch. Small gestures like this are critical in building lasting client relationships.

Another key part of my approach is working to clarify expectations. Landscaping is seasonal and requires at least one full year to get to know a client and their property. During that time, grace is needed from both the client and our team as we learn their expectations, communication preferences and priorities.

I have a wonderful customer who once called me frustrated and said, “Jessica, I get so tired of complaining. I don’t want to be that kind of person!” I reassured her, as I do all my clients, that sharing her feelings is not complaining, it’s helping me understand her expectations. Few things are more disheartening than thinking all is well, only to receive an abrupt message ending services because we missed the mark. Feedback is critical to developing strong client relationships.

We have different relationships with different friends, based on their needs. It’s the same with clients. Showing we care, remembering meaningful details and establishing clear, open communication is essential to building and maintaining strong client “friendships.”

Women in Landscaping is a column brought to you in partnership with the National Association of Landscape Professionals. Jessica Anderson is an active member of the National Association of Landscape Professionals Women in Landscape Network (powered by Stanley Black and Decker) which provides a forum for industry professionals to support each other’s professional growth. The Network is free to all industry professionals.