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The Rise and Fall of Saturn (or Why Your Customers Don't Want to Buy From You)
Chris Heiler | November 15, 2010
Just because you offer your customers everything they need doesn't mean they want to buy everything from you.
I see numerous Green Industry companies who ride this train of thought into becoming highly diversified businesses stretched thin striving to be all things to all people.
Just because you design and install landscaping doesn't mean you should start mowing lawns, climbing trees, and hanging Christmas lights.
Some companies are even expanding into washing windows and striping parking lots for their customers.
While your customers may need these services, this doesn't mean they want to hire you to perform them . . .
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Man Overboard! Why Diversification Cannot Save a Sinking Ship
Chris Heiler | October 14, 2010
In the September 2010 issue of Landscape Management, Editor-In-Chief Nicole Wisniewski asks, "Do you feel like you are drowning in a sea of recession, consumer confidence, low sales and even lower prices and profits?"
Most Green Industry folks I speak with would answer with a resounding "YES".
According to Wisniewski's article, "The Five Biggest Ideas of the Year", her answer is to "jump on the diversification lifeboat".
Man Overboard!!!
Diversification may be a popular idea--especially during a recession--but that does not make it a good idea.
The lifeboat analogy is perfect. Diversifying your business may get you off a sinking ship, but not necessarily safely to shore. . . .
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Don't Be Scared
Chris Heiler | September 23, 2010
I have a great friend, also a terrific salesman, who is affectionately nicknamed "The Shark".
As roommates back in the day, whenever I faced a challenge or doubted myself The Shark would tell me in his sarcastic smart-ass tone, "Don't be scared, Heiler".
What did he mean? Jump in...take a chance...risk it...go for it--don't let fear of the unknown hold you back.
Now it's my turn to use The Shark's phrase: Don't be scared!
Specifically, don't be scared to put yourself out there.
I'm talking about making yourself the face of your business, specifically your marketing. . . .
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Here is a Strategy that is Helping Green Industry Professionals Achieve Expert Status
Chris Heiler | September 16, 2010
Nothing beats being called an "expert" in your field--it's a nice little boost to the ego. And who doesn't like that?
Along with your ego, expert status can also give a little boost to your bottom line.
A great way to become known as an expert in your community is by hosting free seminars for homeowners.
While speaking at garden clubs and similar venues can also be effective, hosting your own event gives you total control over how you market and structure the seminar, as well as whom you target for your audience.
By hosting your own event, you will be speaking directly to qualified prospects.
Tim Thoelecke, founder of The American Academy of Landscape Design, did exactly this with his company Garden Concepts in Glenview, Illinois.
He wrote about his experience in this Case Study . . .
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What it Takes to Get a Premium Price for Your Services
Chris Heiler | June 18, 2010
Buying decisions are not always based on cost or the perceived quality of a product or service. As Charm City Cakes has proved, consumers are quite willing to pay a premium price for goods and services. This should be good news to those of us in the Green Industry. . . .
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The Chameleon: All Things to Everyone
Chris Heiler | December 2, 2009
I was having such a great day I had to have some fun with this week's Profit Tip. I dropped Charlie off at day care and on my way home I heard one of my favorite songs from the 80's--Run Runaway by Slade. Not to get off topic here, but Slade absolutely made Quiet Riot . . .
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Say That Again: "I Want to Pay Your Design Fee"
Chris Heiler | November 3rd, 2009
I just spoke with a homeowner who is interested in having me do some design work for her. I mentioned I wouldn't be able to do anything until March at the earliest but that I would happily refer a few other companies to her if she wanted. . . .
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2010 PLANET Green Industry Conference
2011 ANLA Management Clinic
Lawn & Landscape Magazine
2010 APLD International Landscape Design Conference
2011 Minnesota Nursery & Landscape Assoc. Northern Green Expo
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