Cue Card

Convinced your customers are clueless?

Before you grumble and groan at their renewal rejections, consider whether or not you’re educating them on how to wisely purchase landscape services. Sure, they know when the price is right – but do they know how you figure the rates, and what costs you must include so that you can afford to show up on their properties next year, too?

Probably not.

Help clients understand exactly what they are purchasing when they sign on for your services, and you might find their hesitation lifts when it’s time to check that “Yes” box before the next season.

Kevin Kehoe, an industry consultant with KehoeGuido Co., in Laguna Niguel, Calif., suggested listing six questions on the back of your customer contracts. These queries build awareness and inform customers about essential qualities their landscape service providers should boast, he told a group of 30 contractors who attended a Gravely on Tour educational seminar in Philadelphia, Pa., this week.

Kehoe advised posting a headline on the top of this list, which should appear on the back of your bid or contract, that reads, “Protect Your Investment.” Call attention to the fact that ignorance can burn a hole in their pockets, and clients who don’t understand what they buy will lose money. Then, provide customers with this list of questions to mull over when they consider any landscape service provider – especially your competition.

1. Did the service provider spell out the specifications? Is there a contract?
2. How many years has the company been in business?
3. Is the company licensed?
4. Does the company have insurance?
5. Does the company hold appropriate certificates? In what areas are they certified?
6. Does the company provide a warranty?

The author is a Contributing Editor to Lawn & Landscape magazine and can be reached at khampshire@lawnandlandscape.com.