Relationships build client lists.
People prefer business partners they know and trust – companies that prove quality service with each property visit and solidify renewals with each personal touch. Don Schlander, principle of Landscape Care, Phoenix, Ariz., stressed the role rapport plays in serving clients in his presentation at the 2002 Lawn & Landscape Business Strategies Conference.
“Customer loyalty is more important than customer satisfaction,” he suggested to the audience of 120 attendees. “Touch your clients often and creatively.”
Before contractors can begin strategizing relationship-building efforts, they must assess their companies’ focus. Which clients appear on their wish list, and who will strengthen their niche rather than cause them to stray from it? Contractors must define their identities – mission statements, target customer lists and long-term goals help structure a specific company profile.
Contractors should ask themselves these questions:
· What is the purpose of my business?
· Who are my best customers?
· What are my primary services?
· Who is my competition?
· Why is my company different?
· What key phrases describe my business?
When Schlander answers the last question, he calls his company “competent, trained, professional and fun.” Next, he advised contractors assess necessary employees, customers and goals they need to achieve to meet the company’s focus. Which customers do you need to build your business? How will you handle growth – hire more field management? What are your goals – how will you serve your market, deal with the economy and capitalize on local construction?
Then, establish realistic targets, Schlander said, noting that contractors who successfully set themselves apart from their competition pursue these accounts with energy and innovative marketing tactics.
Consider these marketing ploys to get your foot in the door of some clients on that “hit list.”
Top 100 List. Make a list of the top 100 clients with whom you do not currently do business. Send them a promotional gig each month to remind them of your company. Try sending them computer dusters with your logo on them, coasters, cups – anything they might use on a daily basis that will wear your business name. Sending a clever, yet inexpensive, gift to these desirable clients on a regular basis will build a consistent marketing message for your company. And when their phone rings and you ask to set up an appointment, they’ll be more likely to recognize your familiar name.
Develop a Friend. Interested in tapping into the homeowners’ association (HOA) market? Get to know local developers and offer them information about landscaping, maintenance and whatever services their HOAs might find helpful. Schlander described a scenario where a developer learned quite a bit from one of his contractors, and his friendly tips sealed many HOA sales. “She knew nothing about landscape maintenance, and he spent time with her, and now she tries hard to get him the bids,” he said.
Different is Good. Education goes beyond offering advice to developers. What about attending an HOA meeting and teaching developers something about your trade? Simple suggestions for spring plantings or drought updates will show your sincere interest in their landscapes’ health.
Making a presentation to win a bid for an HOA? Forget boring bullet-point sell stories. Why not mix up the meeting with some theatrics? Schlander attends meetings prepared with props. He role plays, makes the audience laugh, and then when he leaves, he’s made some new friends – or at least entertained a group who will remember his company.
Join in. For contractors who fill their target customer lists with corporate accounts, Schlander suggested joining their trade associations. “They look to their trade association books for services like landscaping,” he pointed out.
But Schlander does more than sit in on these association meetings. He offers to organize social events – golf outings, holiday parties, happy hours. He takes initiative, gets to know members and build relationships that, in turn, boost his client profile.
Set Priorities, Establish Focus. Some goal setting and soul searching sets up businesses for success, Schlander reminded. Keep in mind these keys, and don’t shy away from unusual marketing ideas. After all, “touching your clients often and creatively” means more than sending invoices and soliciting renewal contracts.
· Develop workable strategies
· Build relationships
· Use humor – laugh and have fun
· Constantly ask questions and think about your business
· Set reachable goals for all business areas
· Target a specific client list
· Review marketing
· Touch your clients often and creatively
The author is a Contributing Editor to Lawn & Landscape magazine and can be reached at khampshire@lawnandlandscape.com.