Landscape Management, October 2010
BUSINESS PLANNER 2011 Marketing through a recession ILLUSTRATION BY ISTOCK INTERNATIONAL INC SALES MARKETING 85 OCTOBER 2010 LANDSCAPEMANAGEMENT NET Every business looking to thrive today needs solid strategies for fi nding new customers BY JOE SHOONER GROWTH GOALS 1 Put someone in charge of your marketing and have a plan 2 Improve visibility and public image 3 Invest in your current customers T he current economic downturn has had marketers and business owners scratching their heads looking for new ways to motivate buyers Every company looking to thrive in a recession needs a strategy for fi nding new customers and creating interest and revenue in spite of economic uncertainty Though no single approach is a guaranteed winner for every business some basic steps will guide you to greater success Call in the experts A common thread running through the history of most successful green industry companies is the use of outside consultants Since we tend to seek the path of least resistance to getting our production complete on a day to day basis were apt to develop operational blinders as a result Consultants have a wealth of experience with budgeting operational systems and defi ning roles within an organization but theyre free of the baggage that can keep you tied to your status quo Floridas Nanaks Landscaping for example has made extensive use of outside consultants over the last 20 years President Sampuran Khalsa fi nds the assistance instrumental in building his companys fi nancial structure For a smaller landscape company that cannot afford an in house CFO the right outside consultant can bring a high level of analysis that can be instrumental in establishing healthy fi nancial practices Khalsa says There are plenty of consultants available to help guide your business through periods of growth and organizational challenges but be sure to do your homework to determine what type of company they have the greatest success with The needs of a commercial landscaper and that of a design build contractor will vary greatly and you should fi nd a consultant who focuses on your type of business Khalsa also warns about taking the short view with consultant relationships It is important for landscape company owners to realize an outside consultant is not a quick fi x he says It is best to establish a relationship and work together over the years Invest in your current customers Any politician will tell you You dont win an election without securing the base Likewise in business it is more profi table to keep a current customer happy than it is to fi nd a new one Satisfi ed customers are the most valuable marketing assets you have They provide a stable foundation of business on which to grow they provide opportunities for recurring and expanding revenue streams and they represent a tremendous potential for referrals According to a recent Accenture Study of Customer Service 73 of
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