Landscape Click

This article originally appeared in Turf Magazine, where Chad writes a monthly column offering sales and marketing tips for lawn care and landsape companies.

Our society is bombarded with images. In the 1970’s, the average American saw 500 advertisements a day. In 2017, that number has increased tenfold. And that’s merely commercial advertisements, not to mention all the cat pics and selfies.

Our brains can only absorb so much. In order to prioritize limited memory space, information is subconsciously sorted and many of these images are discarded.

The old saying goes that “a picture’s worth a thousand words”. But when a prospective client sees your company’s images, will the first word in their brain be “Meh...”, triggering the mental garbage disposal?

After visiting two clients recently in northern Virginia, I was reminded how important it is to define where – and where you do not – offer your services.

Rock Water Farm and Kingstowne Lawn & Landscape know where their bread and butter is and don't stray far from it.

These companies aside, I find that many in our industry are undisciplined in managing their service area limits, instead chasing any and all opportunities falling outside this area.

Here's a topic I've been thinking a lot about after talking and visiting with dozens of lawn and landscape companies over the past two months:

Why do you choose to offer so many services to so many people?

It is a choice. And, it’s a choice that belongs to you, the creator and owner of your enterprise.

You don’t act like it’s a choice you have much say in. Instead, you let customers and employees make these critical decisions for you. It appears that you've surrendered control, feeling obligated to say “yes” to everybody and everything.

This article was originally published in Turf magazine, where Chad writes a monthly column on sales and marketing tips for lawn and landscape companies.

One of my favorite movie franchises is the Terminator series. There’s just something about the impossible task of overthrowing the evil, cold technological forces which are attempting to extinguish the human race. The story takes fragile, uncertain characters and transforms them into powerful heroes that lead a movement for all mankind.

This article was originally published in Turf magazine, where Chad writes a monthly column on sales and marketing tips for lawn and landscape companies.

One of my favorite movie franchises is the Terminator series. There’s just something about the impossible task of overthrowing the evil, cold technological forces which are attempting to extinguish the human race. The story takes fragile, uncertain characters and transforms them into powerful heroes that lead a movement for all mankind.

In every blockbuster, the hero faces serious problems; some less obvious than others.

The obvious problem Luke Skywalker faces in Star Wars is the Evil Empire. In the Karate Kid, our hero, Daniel LaRusso, must defend himself against the Cobra Kai's bullying.

As the hero in your company's story, luckily your customers don't have to face off against Darth Vader or Johnny Lawrence. Though not as menacing and galaxy-threatening, brown patch, crabgrass, and fire ants present a real problem to your customers.

With today’s technology and “big data” at our fingertips you wouldn’t think it’d be so difficult to source and sell to your prospects, whether that’s a homeowner, HOA board, or facilities manager.

Yet, with today’s hyperconnected buyer being so much more savvy (and isolated, I would argue) compared to the pre-Web2.0 consumer of only a decade ago, earning their attention is no easy task.