Archive for September 2011

Is the Landscape Industry Not Appealing to Young People?

Recently, there have been articles written about the horticulture programs in universities and colleges around the country. The study that raised these issues indicated that horticulture was the number 2 most useless degree in universities and colleges today, citing a decline in the number of enrollments in these programs. While I am not able to argue the statistics, I will argue that many people electing to enter the horticulture field do so from other fields and not necessarily from only horticulture programs. I question whether this study includes landscape programs or is centered on the horticulture field specifically.

Today’s technologies require more technical savvy employees than ever before, the irrigation systems, design software and the amount of technical knowledge needed  have increased significantly over the past 20 years. This then brings people into the field that have never considered horticulture or the Green Industry as a career. Most don’t have a Horticulture degree. One of the comments that I hear most often is about how easy it is to enter into the landscaping business, this would suggest to me that a number of entrepreneurial type are selecting the Green Industry.  Whether they are horticulture grads or not, I don’t know. When I entered the horticulture industry in the 70′s I found that most people in the landscape industry were not business people, most had no business experience at all. Most were technicians filling a need for experienced and knowledgeable workers to work in an industry that had developed as our world became more complicated and fast paced.

To suggest that horticulture enrollments are declining may be a symptom of poor salesmanship on the part of the horticulture industry. It is also obvious that the use of immigrants in the landscape industry may have contributed to the decline in enrollment. The horticulture industry will always be part of our culture, growing food and raising crops all are part of horticulture. This may be a sign of a greater issue than that of horticulture is a useless degree, but the the decline of our society’s ability to grow its own food stuffs: just like the decline in manufactured goods, we are moving into a different world.

The landscape industry has always been a difficult industry to find quality employees, that has not changed. The work we do is a very physical in nature and requires great physical strength and agility. The older we become the more difficult it is for us to work in the landscape industry. Secondly, not everyone in our business is cut out to move into supervision or management. The truth is that we have selected a career path that is tough,mentally and physically.

The number of students enrolling in horticulture schools is not what is disturbing to me, what is disturbing is that our society is discounting the American way of life. We have always been an agricultural country we are moving in a new direction. The Landscape Industry will not change, we will always need trees and shrubs. We will always find young people who are interested in our great industry.

 

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Why is Business Coaching Misunderstood by Landscape Contractors?

 

Why is Business Coaching misunderstood by Landscape Contractors? The answer my friend is that whatever the reason, Landscape Contractors are a lonely group. Most believe they know the answer and can do it better than any one else can. This group believes that they can do it less expensively themselves. They are very independent by nature and want to be self taught. But as a sports team or any good company, there is always someone who acts in the role of a Coach. You may ask why a Coach and not a consultant? The Coach is someone who is not going to give you the answer, but rather guide you on the journey. The coach is there to assist and support what you already know. Each company has a culture, whether you agree or not, that culture is developed by the way you manage the company.

 The Business Coach is there to work as a partner in your business.   A Business Coach is a partner and a guide and while working with you they are not going to give advise, instead they will ask questions that promotes thinking and more questions. Coaching is an interactive process, with a single goal and a agreed time frame. Coaching is general accomplished in one hour phone secessions on a weekly basis. Consultants have their place in a business environment, for example, when you are working on a specialized project. A consultant come to visit for several days, give their opinion and send a report.

Most Landscape contractors are very involved in their business operations and find it hard to break away for several days. while the coaching is done at a more convenient pace. It also allows for the owner to think about the discussions and reflect on how the answers may resonate in the company. It is important to ask for assistance before the problems get out of control. Engaging a Coach is one way to deal with the problems without making a decision too quickly because you feel pressured.

The Business Coach is an answer to a problem that many of us in the Landscape Industry are not willing to admit we have, we are an independent lot. But many of us started as technicians and not business people, many are self taught. Being able to ask for help and knowing when the time is right is important. Make a call today to find a Business Coach that can take you to the next level of business success.

 

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Get the Most Out of Your GIC Expereince!

It’s the time of year when many landscape contractors begin thinking about the Green Industry Conference and Green Industry Expo in Louisville KY. It’s when most contractors are looking for answers to help them achieve th next level of success in their businesses. Most are hungry for information and new suggestions to help improve the business moving forward, as demonstrated by the 800 Green Industry Conference participants who attend the Breakfast of Champions each year. For three mornings these eight hundred landscape contractors gather at tables of 10 to discuss the issues that are affecting their business looking for suggestions and new ideas.

After attending and working on the committee for programing the conference, one thing stands out for me: that most attending the conference want  information and are starving for answers. Most attending the conference are getting excited and pumped up by all the activities and information, yet by the time they leave on Sunday, most have forgotten most of the good ideas that they heard. Most will not have a plan to implement the things they learned, nor will they take the information back to their company to present to their management team. This is an unfortunate situation, you have invested mostly likely over $1000.00 in registration, hotels, transportation and meals, and for what if you don’t execute those plans?

I am going to suggest this is where I come in. As a Business Coach I can help you and your company plan and implement the things that you learn at GIC. The idea of spending this money to educate your staff and letting it all disappear is totally unacceptable. Why not engage a Coach to help you and your staff down load the information, create a plan and implement what you spend thousands of dollars on learning. The ideas and concepts that were gathered at GIC may present thousands of dollars in cost savings or improvements that can affect your bottom line.

A Business Coach is someone that can work with you to develop the concepts and assist you in bring them to fruition. Unlike a consultant that comes into your company and writes a report of suggestions and leaves, a Business Coach is there to assist in planning, implementing and developing measurement tools to let you know if the concept is working in your company. A Business Coach is there by your side, working through the issues with you and your staff.

Don’t spend thousand of dollars and your time attending a conference unless you have a plan to use and develop what you learned. Find a Business Coach that can help you get the most out of the Green Industry Conference.

 

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Changes Faced by the Green Industry.

The Landscape Contracting business has gone through some changes in the last 3 years, the lack of spending by consumers, the change in purchasing from the vendors and suppliers, and the loss of a whole segment of the landscape industry:  the design/build business. All of these are affecting the small contractor as well as the large. The project may be smaller in size, but the interest is still there from consumers. How you and your team capitalize on the opportunities makes the difference. How your company is structured can also impact your ability to bring new projects.

The Design/Build business was flying high in the early 2000′s and in 2007 we begin to see a slow down in the number of clients willing to spend the money to build the dream backyard. By the end of 2009 we saw clients putting a stop to the big projects, many cancelling projects all together. This shift from the large scale project has affected regional areas, some harder than others, but it also forced many contractors to reevaluate their position in the market place. Some were forced to reinvent their businesses, changing to smaller projects, adding maintenance services when that was not offered as a service in the past. So contractosr look to expand there offerings to customers, adding holiday lighting, doing some bid build work. Clients became more valuable to each of us. Saying, “no we don’t offer that service”, changed to “yes we can do that for you.”

I think that the stronger contractors grew because of the changes and have become better service providers to their customers. It sometimes takes a change to cause a shift in your thinking and in your plan. That’s not bad, it help us focus on what is important to the success of your business. As I talk with contractors today some tell me that the projects are smaller in scope and dollars, but they are learning to be more profit focused, less waste by crews. In the end we all will be more efficient. The lessons learned will make you stronger.

The change in markets by adding maintenance services can bring new opportunities to customers that may not be familiar with all that you offer. This provides opportunities for your sales team to expand their horizons. I believe it will assist in building a better customer base that will be more loyal to your company. Not all change is bad, it may not seem that way when it happens, but down the road it will make your team stronger.

The changes that our industry has experienced in the past three years will make the industry stronger and more vibrant in the end. Be part of the change, look at your business and see what changes can help your team grow.

 

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It’s About Passion.

Recently, I found myself with an opportunity that was totally unexpected, a landscape installation project. I have not done any landscape projects for over two years. My new direction has taken me far from any landscape installation projects. But I must admit that I have enjoyed the experience and found the passion that I once had for the landscape industry. Passion is sometimes an emotion that is buried for some reason and it takes an opportunity or a change to make you realize what you have been missing.

I think that emotion is the part of the landscape industry that draws people to the industry or for that matter any industry. Having passion is what makes going to work fun and creates the drive to succeed. I know that for me, you can get caught up in running the business and forget why you selected the industry you so enjoy. The landscape industry is challenging as it is, add the day to day issues of running the business and all the reasons for choosing the landscape industry disappear.

It is important to return to your roots and what made you select the industry. I believe that at some point everyone should take the opportunity to regain that passion, even if for only a day. It will help you understand perhaps why you are doing what you are. We all get involved in the day to day business of running a business, but get out into the field and work with one of your crews and regain that passion that you have for the landscape industry.

 

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What Do Landscape Contractors Want From Customers?

What do Landscape Contractors want from their customers? Let’s turn the table a little bit and think about what you want from a customer. Not necessarily your ideal customer, but what do you expect from a customer? Things like: honesty, directness, appreciation, and respect to name a few. It is acceptable to have expectations of your customer, not all customers are easy to deal with, but you can choose who your company works for.

Over the years as a contractor I have fired several customers because of their treatment of our staff or because of the manor in which they would address our staff. It is not easy to do and it takes some consideration of the facts before making this decision. With that being said, I feel you must retain the right to terminate any relationship that you believe will create a problem for your company. As a contractor you are hired to provide a service and when services are provided, your staff and you must feel comfortable in knowing that the customer trusts you, appreciates you and respects the work you do.

Any relationship has it ups and downs, but in a customer/contractor relationship both parties are receiving a value for the service. You are being paid to perform a service and the customer is receiving a finished product. You should be proud of the work that you do. Understanding the relationship between the customer and a contractor is important on many levels, but most importantly is that you are providing the best services you can to each customer you deal with.

Knowing that it is sometimes ok to walk away from an opportunity because the relationship does not feel right is acceptable. Be proud of what you do and be clear that not every customer is the right customer for your company.

 

 

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What Do Customers Want From a Landscape Contractor?

What do customers want from their Landscape Contractor? Simple question with a complicated answer. Most customers want the usual list of characteristics such as: integrity, honesty, leadership, timeliness, accurate information and we could continue to fill the page. But I believe that most customers want more than the boy scout oath, they want to be heard, they want to be recognized as individuals, they want to be treated fairly and they want you to watch out for their interests. And by the way, they also want the best value for the money.

Customers want you and your staff to listen to them and give them the courtesy to hear their ideas and interests. I think many times as Landscape Contractors we miss this skill, because we know what is best for Mrs. Jone’s landscape, we are the experts. Many times I know that you are right, but we still need to show the customers that we hear what they are saying. Many times it requires that we explain why we may not agree with their idea. And sometimes we may have to do something that we know will fail, but the customers is always right.

Customers want to be individuals, they want to be the most important customer you have and while you are working on their property, they are the most important customer you have. It is no secret that customers want the attention and they are paying to get it. So don’t take your customers for granted. Customers want to talk with their neighbors about the services that you provide, in some circles you are a status symbol. Your company is talked about at neighborhood gatherings or at cocktail parties. It is important that you recognize that you are more than the lawn man. Make each one of your customers feel special and they will be a customer for life.

Customers want to be treated fairly and to know that you are watching out for their interests. If your crew sees an insect problem the customer wants you to tell them and help solve the problem. They don’t want to come to you and identify a problem; that’s your job. Solving an issue is why the customer hired you, don’t allow the issue to go untreated. The biggest mistakes I made with customers was not identifying issues that I thought were unimportant to the customer. Tell them what and why you are going certain tasks on their property, it let’s them know that you are watching out for their interest.

Customers, no matter how wealthy want the best value for the money. Your company needs to stay on top of issues and let the client know what you are doing for them. Let the customer know the value of the service you provide whether it is window washing or landscaping. Most customers have a price in mind that they think is fair for the services you provide. Keep in touch with your customers, don’t rely on your staff, your customers want to see the owner or manager no matter how large you are.

Customers want more than the boy scout oath, they want someone to listen, to be recognized as individuals, they want someone to trust and watch out for them and they want value.

 

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Now is a Critical Time for Most Landscape Contractors

As a landscape contractor, now is the most critical time of the season. You want to finish the year strong, but next year is already coming into play. Customers are planning budgets and looking for proposals for next season. You need to look into your crystal ball to predict the future. Will  economic conditions improve? Can you increase your pricing for next year? What does the labor force look like for next year? All these questions and more await you as you look to next year.

Let’s begin with the economy. Most economist are predicting that next year will be much like 2011. Slow growth, few if any jobs created, an election year which is sure to add to the lack of any substantial changes in government policy and regulation. The grid lock in Washington will continue throughout 2012. I have read that some economist are suggesting that this low recovery could continue into 2014, with little or no home sales growth. If your market is dependent on home sales, what do you do?

One factor that is working in your favor is that many homeowners are staying in their current home. This can be an opportunity to do landscape remodels on existing properties. The “staycation” may become a popular event in the next several years. The size of jobs for the most part will remain lower than it has been over the past five years. Planning for smaller more productive crews may be the rule for next year. Looking at your crews this year and determining who was the most productive and efficient is a good idea. Look at your mix of work. What was the best profit producing market and type of work?

Pricing increases next year are going to be hard to find, so to increase the profit you need to look at efficiencies in your operations. How can you improve the non- productive time in the field and reduce the travel time from job to job? It is hard to think about finishing this season and starting a new season, but thats what makes this business so interesting. It would appear that labor issues for the most part have changed. I have noticed many more contractors hiring from the general population than in years past with unemployment hovering around 10 to 12%. I don’t think that will change much in the next year.

My point in all of this is that planning for next year never ends, it is a constant  on going process that you must adapt to each and every year. No matter what the economy is doing or not , the issues remain the same. How do I increase the bottom line? This is the time to start putting your thoughts on paper for next year. Funny how that works…there is always next year!

 

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Sales in the Landscape Industry are About Desire and Passion

Sales is a tough business no matter what you are selling. It seems to me the sales people who do the best are those who genuinely want to help solve a customers problem. This is desire. This may or may not result in a sale, but it helps the customer find the solution that they are looking for.  Desire is defined as a craving or longing. This craving is all about meeting a customer’s need, believing in their product or service passionately and with enthusiasm. Sales people who do not demonstrate this passion and enthusiasm are often unsuccessful in their sales positions. The customer can feel it when the sales person has a true desire.

I believe that sales people are not born great sales people, but instead develop that desire and passion through listening to and learning about customers. Sales is a profession in which time and practice improve the person. Listening to a customer describe an issue and knowing that you have the solution for that customer is like have a birthday every day for them. These sales professionals find real joy in finding that solution for the customer. Most use the consultative sales approach, rather than the hard sell approach. This consultative approach allows them to learn about the customer’s problem and make them feel like a partner in the sales journey.

Most passionate sales professionals develop indepth knowledge of their product or service. This passion is felt and sometimes shared by the customer, making the sales effort much easier. People buy from people that they like, this passionate knowledge creates an buying experience for the customer that is fun and enjoyable. The customer feels and hears that passion and believe anyone with that much passion must surely know what they are talking about.

Demonstrating your interest and concern through listening and sharing makes the customer much more comfortable about the buying decision. Remember that sales professional needs to train like any great athlete. The more they practice the better they will become. It is our job to keep our sales professional in top condition by listening to them and offering words of encouragement every day.

 

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Train Your Sales Staff to Ask the Right Questions.

Every sales person wants to be successful, but do they have the right tools to achieve that success? Knowing  the right questions can make the difference between a sale and a rejection. Every sales call is an opportunity to find a solution to a problem. Defining the problem is the goal of every sales person.The information that the customer shares is the most important aspect of the sales call. Listening and learning what the customers wants and needs are key. Too many sales people want to talk and not listen to their customer’s needs. I believe that new sale people especially want to establish themselves as the expert and forget to listen to the customer. A good sales person knows that listening and establishing the needs of the customer is their first job.

As part of any sales training, listening should be first on the list of activities that must be learned. The next step is asking the right questions of the prospect. The sales person should ask probing questions that will define the need and the level of interest of the prospect. Questions about budget can be helpful in gauging the prospects understanding of the scope of the project and many times can determine the level of knowledge on the part of the prospect. Every sales person must be an educator as well as a sales person. Customers many times tell you they have no idea what a project will cost, but we want to be realistic about the project and the cost. Helping them understand the costs can go a long way to selling the project.

Using the standard sales techniques like trial closes are helpful in gauging that level of interest. But understanding how to ask the questions is important. Many sales people never use the trial close to get to a sale and this, in my opinion, may leave money on the table. Helping the customer come to a real understanding of what they want and can afford are part of the sales persons role. The scope of the project can be clearly defined during this question and answer period of the sales call.

The importance of listening and asking the right question can make the difference between a successful sales call and a lost opportunity. Train your sales staff to; one, listen and two, ask the right questions.  You will have come a long way in creating a quality sales person and in the end create a happier customer.

 

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