Business Strategies 2002: Customer Connections

CLEVELAND, Ohio – How can contractors attract more of their ideal clients? Marty Grunder, president, Grunder’s Landscaping, Miamisburg, Ohio, and president, Marty Grunder Inc., answered just that question for the 130 attendees at the Lawn & Landscape Business Strategies Conference in Cleveland, Ohio.

Before contractors are able to attract their ideal clients they must figure out who they are, Grunder advised. “Find out where they live, shop, eat out, the type of car they drive and what their hobbies are,” he said.

Then you can use that information to your advantage when getting your name in front of potential clients. “Ask a restaurant they frequent if the waiters and waitresses there can use pens with your company name on them when visitors sign checks,” Grunder suggested. “Look for fun, cheap and different ways to attract client attention. Remember, the average customer must see a company name 27 times before they remember it.”

Some of Grunder’s other suggestions included:

·        Distribute a one-page newsletter to educate clients.

·        If you know of another contractor or company that goes after the same type of clients you’re after, see if you can work out a deal where you can market to their clients and they can market to your clients.

·        Put a job site sign in the front yard of every job you complete – it says everything about you that you need to say.

·        Place your logo on all four sides of your truck – not just two sides.

·        Paint one side of your truck one color and the other side another color – people will think you’re a larger company with more trucks.

·        Have an actual person answer the phone and call that person your director of first impressions.

·        If you know your potential clients have kids, send out baby bibs with your logo on them.

·        Schedule meetings at awkward times, like 10:27 a.m., and then be there exactly on time.

·        Distribute a postcard survey with a few questions on it to obtain client feedback.

·        Tell people you need work – if they know you need it, they will take it upon themselves to help you get it. 

The author is Managing Editor of Lawn & Landscape magazine and can be reached at nwisniewski@lawnandlandscape.com.