|
|
Ethics essential for success
1 Oct, 2006 By: Wayne Volz Landscape ManagementI believe that too few landscape and lawn care contractors perceive their business as a "real" business. Yet by not doing so, they are positioning their companies to be less successful, less profitable and less professional than other companies. We must believe in our own companies.
As landscape and lawn care professionals, we are all attempting to survive in an industry for which the odds for success and profitability are stacked against us. Our chances for failure far outweigh our opportunities for success. What, then, can we do to set our companies apart from the competition and attempt to be different, better, more successful and more profitable in the end?
There are many different things that we must do better than our competition to be successful in this industry. One of them is operating ethically.
What is your interpretation of ethical business practices? I believe that the majority of companies in our industry strive to operate on an ethical level. However, do you have checks and balances in place to ensure that you actually are operating this way? Ethics by definition is "the study of the nature of morals and moral choices."
Easy way out
Too many times, people try to circumvent the system, or the standard way of doing things. Yes, it may be easier, more convenient, less or more time consuming, but is it the right way?
Don't forget that the customers we keep are the key to our success and profitability. These are a few things to consider from your customers' point of view concerning your business ethics. For example, can you honestly look back at last year's business and say with conviction that you:
- Treated customers with respect.
- Listened to and solved customer problems.
- Took care of customer complaints in a timely fashion.
- Gave your best advice as to how customers could achieve their goals and objectives.
- Took pride in doing the best job you could do, even if that sometimes meant telling the customer someone else could better serve them.
- Touched base with customers to ensure they were satisfied with your products and services. (Just because they paid the bill does not ensure satisfaction or, more importantly, repeat business.)
Professionalism matters
Can you look back into recent history and say with conviction that you and your team have always acted in a professional manner? Do you even offer training and education for your employees on professionalism? Too many contractors talk about being professional when in fact they lack the day-to-day skills demonstrating such a belief.
Professionalism goes way past clean trucks and uniforms. Training, education and business knowledge are three very important factors that will set you apart from your competitors.
I treated my competition with respect both in person and when estimating new jobs. Contractors, on occasion (and I know you will not believe this), ask their potential client what the other bids are for the job. This tactic not only represents a lack of professionalism, it also demonstrates to your potential client that you have no idea why you charge what you charge. If they were happy with the quality of work being offered, why did they call you?
Another fact to consider is this: If you can depend on your competition as being the "authority" on pricing jobs, why are the failure rates so high for this industry?
Take a giant leap forward and set your company apart from your competition. Do not ask clients how much they were paying the last contractor. Inform them why you are going to be different and better than their previous lawn service. If your potential client wants to volunteer the price he has been paying, I challenge you to try something different. Tell them you appreciate them offering such information, but you would rather they keep that unknown to you. Let them know you want to estimate the job based on your credentials, not the expectations of the fired company before you.
I think you will see great respect for your company from most potential clients. If they do not appreciate that fact, they may be shopping price only — and as you know, a price-driven account is generally not a long-term relationship for anyone.
1 2
Please send any technical comments or questions to our webmaster.