Will the real "High-End Designer" please stand up?
19 Mar, 2010 By: Gary Kinman, Cynthia Kinman LDB SolutionsWe all use the term "high-end" landscape design/build, but are we talking about the same thing? It’s time we defined what it means, so that our industry and our clients understand our value as professionals.
Landscape professionals like to describe their services as “high-end” design/build, but everyone can’t be “high-end.” The phrase means different things to different people, so it doesn’t have a consistent definition. Most people define it by what’s relative to them. For instance, they might see a “high-end” job as anything over $10,000, or $100,000, or even $1 million.
For others, it might mean you made more revenues, or you have one very large job, or you charge more than some competitors. But if you had customers and prospects view your business, would they say it’s “high-end?” Do your choice of materials, mastery of craftsmanship, and business processes tell prospects that you’re a high-value company that is worth the extra money?
We believe strongly that our industry needs a strong definition of “high-end” landscape work so that clients and contractors are communicating clearly with each other, from the onset. This way, clients and prospects can discern true value and understand what they get for their money, and the contractor can present a realistic expectation of his work.
Ultimately, we believe this more concise definition will elevate our professionalism in the eyes of consumers, because they sometimes misunderstand the work of our industry. This will help customers find the right contractor for their projects. So when consumers truly needs work that is “high-end,” they will realistic expectations of the expertise and skill that we will bring to our work.
Don’t be that fat guy
Next time you’re working out at a gym, remember the 350-lb. fat guy who says, “I’m here at the gym, so I must be ‘physically fit.’” Despite the evidence on the scale, the beer belly, and the fact that he can’t run more than 50 yards or lift a serious weight, he still sells you on that idea that he’s considered “fit.” Maybe he has become more fit than when he started working out, but by common-sense fitness standards, you know that’s not true — because the scale and the physical tests prove it.
 High-end design-build work requires high-end materials. |
Is this what our clients see when we say we are “high-end?” Do clients see someone who says they are a peak performer, but is really the same as every other landscaper laying mulch and putting in a lot of foundation plantings? This isn’t to say that is a bad thing, we just question if this is “high-end” work.
Many a landscaper starts a business to doing what’s needed, and that might mean a lot of “low-end” work … and it makes good money. But would we put that on our business card? Probably not as “low-end,” but maybe we would as “quick,” “basic,” or “affordable” landscape work, to stand out from competitors. There is a good niche for that business, and we know many people across the country who have perfected it and proved you can make a lot of money with a high volume of quick installs.
In the same way, sophisticated clients will know just by looking at your work whether you’re “high-end,” or just claiming to be, like that fat guy in the gym.
 High-end design-build projects are designed to stand the test of time. |
We define “High-End” landscape
In our own business, we talk with clients about the high-value experience, process, and capabilities we have, and we explain the differences between a high-end process and one that isn’t.
There’s no substitute for high-quality, high-performance landscape design and build work. We believe that a high-end design/build business has these qualities in common:
• There is a design process that is in-depth and has quantifiable results
• The clients are willing to pay top-dollar for the designer’s time, expertise and intellectual capabilities
• The designer is not afraid to ask for appropriate compensation for design work
• The projects reflect the designer’s capabilities and expertise, and can be compared to other high-end projects around the world
• Experts collaborate on the work to solve unique problems and get it done correctly (engineers, architects, etc.)
• The projects are enduring, and build to stand the test of time
• The projects meet the clients’ needs and give them great experiences
• High quality materials are used
• Experienced, talented craftsmen build the project, incorporating design details that set it apart
• The project creates more value for the client’s investment
• The team uses careful and safe construction practices
• The designer seeks competition and learns from it
• The process uses disciplines and standards that the designer can and does explain to the client
• Each year, the projects improve as the designer’s expertise improves
• Price is not the selling point — quality, processes, and expertise is.
Opportunities missed?
If your business doesn’t have these standards as an integral part, you are missing an opportunity to set it apart by being truly “high-end.” Missed opportunities include:
• Your internal processes may not be as efficient or profitable as you’d like.
• You may not be improving your own capabilities as a designer.
• You may not be bringing enough ‘high-value” design, materials or craftsmanship to your work.
• You may not be building a strong, competitive niche for yourself in your market.
• You may not be asking (or receiving) enough compensation for the value you bring to clients.
 Price is not the selling point for igh-end design-build projects. |
If you feel you need to learn more about operating your business and the fundamentals of design and construction, profitable processes, sales and marketing, and customer service, take that first step to learn more.
Don’t just claim to be high-end — pursue it by collaborating with other experts and craftsmen, and seeking education, training and experience. You can have a truly professional landscape design/build business that has all of those qualities listed above. When you do, you’ll have a unique, profitable, and wonderful business that will be sought out by the consumer.
Gary & Cynthia Kinman have more than 35 years experience operating high-end, successful landscape businesses and creating multi-million dollar projects. They also operate the Kinman Institute, an organization offering seminars on professionalism, construction techniques, and presentations for landscape design/build contractors, at: www.kinmaninstitute.com or 614-764-8733, or email.
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