Each season we all try to set realistic sales goals, and hopefully have met or exceeded them by now. But there is one thing you can never control 100 percent: the last-minute spring sale. In the best of all possible worlds, your clients are proactive, and are thinking ahead to lock in a contract well before the start of the spring growth season.
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We all know that in reality, property managers are dealing with a myriad of details, and what takes precedence is what’s happening on their site right now. A pressing issue with HVAC, budget cuts, parking issues, etc., can drive thoughts of landscape maintenance right out of their minds. Even weather can affect priorities: a late season snow in March or April can keep your client from wanting to sit down and hammer out the details of a seasonal color or turf renovation.
Sometimes the delay really is just procrastination. It’s hard to overcome the inertia of status quo. In this case, being proactive, and being prepared to help them through the process might just get you to “Yes.” We all know how time can get away from you. A property manager might think they have all the time in the world to plan for the season, but in reality, you know there are a lot of steps to take in the interim.
The key to getting your client to sign a contract sooner rather than later might be in working backward from their priority. What’s your client’s highest priority? For example, if you’re dealing with the manager at a nursing home, chances are holidays like Easter and Mother’s Day are hot topics for them. These are days they want their property in top shape for visitors.
Mother’s Day? That’s way off in May isn’t it? Sure, but in order for the property to be ready in time, you’ve got to understand the client’s expectations, order your materials, schedule your labor, maybe purchase or rent some equipment, actually perform the work onsite in time for the flowers to be grown in….you get the picture. So, by working backwards from the client’s priority dates, showing them all the steps along the way, you can get them to see that they need to sign that contract today.
Sometimes the client themselves might not be 100 percent in control of the contract. Maybe your property manager just had a new site added to their portfolio and needs to get it in top shape quickly. This one can be particularly challenging, because you will be learning the property as the property manager does. This can actually be a good opportunity to win points, making their job easier by helping them spec out the new property. How prepared are you to do that?
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You should have a streamlined estimating process in place so you can gather your numbers quickly when presented with the opportunity. And after the estimate, have systems and processes in place that will allow you to hit the ground running when you do get the job. What about labor, materials, equipment? How will you handle the new job along with your other commitments?
Do your homework ahead of time so you are ready with answers even before your client asks. This might include doing site walks, researching sub-contractors, and building cross-training and flexibility into your crew mixes, so you can pull more experienced members off of regular jobs to handle the new property.
If you really want to be proactive, you might research properties in your marketplace in preparation for some day taking over the maintenance there. Even if that property is under contract now, there’s no telling when it might change ownership, or when it might come under new management interested in a fresh look.
This reminds me of a favorite quote:
“Actually, I’m an overnight success. But it took me twenty years!”
I like that quote because it tells you how much unseen work goes into any great achievement. When all is said and done, the achievement may look simple. In reality, there was a lot of prep work and study that went into it.
The same goes for our business. There are hundreds of opportunities out there just waiting for you. But if you aren’t prepared to meet them, they will pass you by. The secret to success with the last minute spring sale is to have done your homework ahead of time, so you are ready to spring into action when that client finally signs that contract.
The author is president and CEO of The Brickman Group, Chicago, Ill. His company was No. 3 on Lawn & Landscape's list of Top 100 Landscape Conmpanies of 2006.