Dear Answers,
I own a lawn business, I just started this year. The summer was great, it was so hot people did not want to mow their own yard. Now it’s getting cooler, people don’t mind mowing and the grass is not growing so fast. My business is falling off, what should I do?
Signed,
The grass was Greener
Dear Greener,
I chose to answer your letter because it permits a basic lesson that all business can learn. That is there are only 2 ways to create more sales. One, sell more to your current clients, and two get more clients. Everything else comes back to one of these.
You would likely say your business is cutting lawns. I suggest you change that thought to “ I provide clients with worry free yard maintenance.”
With that change in mindset you can educate yourself to what lawns need year round. I am not a gardening expert, but I have listened to The Garden Line a few times and heard about plants that thrive in fall and the importance of feeding and fertilizing during all parts of the year. When you learn this information you change from being the lawn guy to being a consultant that can help people have beautiful lawns year round. That is what people want, to know you are doing the right things to make them look good. Consultants are able to charge fees equal to the services and expertise they provide, in addition to markup on the product you would use.
When you offer more consultative services you differentiate yourself from the competition, making it easier to gain new clients. Additionally you will find yourself working with clients that have a higher expectation and pay accordingly. You will of course have to market the new services. Begin with your existing clients; show them the benefits then ask for referral. If my neighbor’s yard looks so much better than mine I certainly would not mind finding out who takes care of his!
Increase your knowledge and offerings in order to provide more value, and be paid more by your current clients and use the new found expert status and referrals to gain new clients.
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About David Whitfield
David Whitfield is an experienced writer and speaker in the field of marketing, customer service, strategic planning and business growth. A former business columnist with daily marketing tips in the Daily Court Review, his first book “Beyond Service Lies the Experience” is currently offered on this website as well Amazon.com and BarnesandNoble.com. He has been heard on syndicated Radio, cable and broadcast television and published in The Houston Business Journal, the Houston Chronicle, Your Houston Business Magazine and several other newspapers and newsletters as well as on the Internet. He is the Principle Consultant for the firm he established and has been recognized and awarded for his work in the community and for his excellence in marketing and business.Whitfield graduated from Cy-Fair High School in Houston, TX in 1987. Upon graduation he joined the United States Air Force serving ten years in England, Japan, South Korea, the United Arab Emirates and the US as a Security Police Officer. In addition to traditional education he has made it his life goal to continue seeking knowledge at every available opportunity. Whitfield has additional training and/or certification in the following areas: Strategic Business Leadership Coaching, Leadership School, Total Quality Management Level 1,2,and 3, The Karrass Effective Negotiating Class, Train the Trainer, Equal Opportunity Employer 2000, and The Franklin Covey Time Management Course (x2).Whitfield’s marketing experience began in the military as the public relations representative for his unit. In addition to serving as the point of contact for all base level Law Enforcement promotions (D.A.R.E., National Night Out etc…), he also became involved in community campaigns (United Way, Blood Drives and US Bond Drives).Eighteen years of entrepreneurship has given him the opportunity to market and consult for many types of businesses including property rentals, Industrial and Corporate firms, Creative Expression Gift Shop, Educational Assistance and many more.In 1998 Whitfield was contracted as the Marketing Director at a single Chick-fil-A in Houston. Through a combination of media, community involvement, event marketing, and others strategies he increased targeted sales by 50% and overall sales by 18% annually. Just nine months later two additional Chick-fil-A’s asked for Whitfield’s marketing expertise, which led to his new title as Marketing Director for Central Houston.The combined the sum of his experience and education lead to the creation of an entrepreneurial marketing style that focuses on low cost, highly effective marketing strategies. These strategies are based on knowledge of a firms customer and trade area as well as finding and seizing opportunities with in those areas. Focused Marketing’s slogan explains the company’s intention well: Target your best prospect at minimum expense.The addition of Strategic Success Planning and Targeted Testing International has increased the resources, products and service to a previously unheard of level.Some of David Whitfield’s clients include Keith Patterson, Attorney at Law, The Kelly Financial Group, Bear Creek Assistance Ministries, Dr. Julian Evan and National Radio.Chosen as Washington Mutual’s Spotlight on Success by Start Up Nation October 2005American Entrepreneurs Association: Charter MemberCy-Fair Chamber of Commerce: Chairman of the Business in Growth AcademyChairman of the Networking Breakfast (former)Chair/Facilitator of Referrals Are Dynamic (former)Board Member Langham Creek YMCA
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