GIE 2002: Take These Ideas to Market

Marketing and sales go hand in hand. Without sales, there is no business. Without marketing, there are no sales. But how can contractors attract the right kind of business – the right sales to boost their businesses rather than drag down their prices and morale?

At an Associated Landscape Contractors of America breakfast roundtable, 10 contractors discussed their marketing approaches, and the role pricing and lead tracking play in a successful program.

“Advertising is putting a flyer on the door,” explained Cynthia Kinman, owner, Kinman Associates, Dublin, Ohio. “Marketing defines your niche in the market.”

Contractors first must determine what image they strive to portray. What are the business’ strengths and weaknesses? What type of clients fit the company profile? How can they market their businesses to attract these particular clients?

It’s possible that you already are getting your name in front of these “model” clients with indirect marketing approaches. Here are some basics to build into your program:

·          Uniforms

·          Truck signage

·          Job signs

·          State and national design or maintenance awards

·          Home shows

·          Web sites

·          Brochures

·          Magazine advertisements

·          Sponsor for local teams

·          Donations to local botanical gardens 

Pricing. More than a number, pricing is also a marketing tool. Compromising your fees sends a poor message – and hurts your bottom line in the process. Kinman compared it to a surgeon or lawyer. “Treat your company like you are a doctor or lawyer – you are no less professional,” she stated. “Develop a mindset in the company that you are a professional with a professional service.”

A surgeon who advertises “Free surgery, no waiting” doesn’t send a message of trust and quality to patients. Similarly, contractors who cut their prices and designers who don’t schedule installations in advance show customers they are not worth a fair price. Contractors should ask, “How are we branding ourselves?” Kinman suggested. In other words, ensure that your marketing techniques, which include pricing, portray professionalism.

“Consider each job a selling tool,” recommended Jim Morris, president LanArc, Raleigh, N.C. “Don’t shoot yourself in the foot for your next client by lowering your price.” 

Asking for a fair price for your services requires education, however. Contractors should expect to explain how much materials and labor costs. Many clients are unaware of the line items that add up to the total bill. Communicate costs to your customers so they understand what they are paying for, and what they will get for their investments.

Tracking. How do you know if your marketing program is effective? Are you spreading the right message to the right clients? Trace Paul, Bland Landscaping Co., Raleigh, N.C., asks his customers where they heard about the company when they call for service. The receptionist then fills in clients’ responses on a spreadsheet. This system allows Paul to track sales to their leads and learn which marketing tactics attracted star clients and which brought in the “bad eggs.”        

Internal and External Audits.

Internal Audit – Ask your staff what customers say about your company. How do your employees view the company? Find out their perceptions so you can make sure they are representing and marketing the company properly.

External Audit – Ask your customers for feedback. Host a garden party or speak at a homeowners’ association meeting.

And, remember – your product doesn’t change, but your expertise does, Kinman said. Take the term, design/build, for example. The “build” is your commodity – it is a labor number, materials, etc. The “design” is your expertise and what you should capture in your marketing campaign. “This is something special,” she noted.

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