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Be the contractor of choice in 2010
19 Nov, 2009 By: Cynthia Kinman, Gary Kinman LDB SolutionsWe all know that 2009 has been a challenging year in business, and 2010 looks challenging too. So how will you make your design/build business stand out as the company of choice for a smaller number of potential clients?
We believe you can charge more for your work and create more demand for your designs when you take your landscapes up a notch. It starts with understanding what makes your business unique and being able to make this obvious to prospects and clients. Maybe your strength is in your designs. Maybe you work with subcontractors who are expert craftsmen. Maybe you run a good business with good employees. When clients understand what makes you special, they are reassured in their decision to select you for their landscape work.
 This “Gucci” look gives a signature touch through the use of materials that are connected to the house. This space stays impeccably clean and visually interesting with the artfully designed, custom-cut limestone, yet the material is extremely durable to anything the weather can put out. The patio surface has heated coils to keep it warm in cooler months, and is sized to accommodate both small and large groups. |
Create Your Own Signature Design
One obvious way to stand out from the crowd of competitors and show true value to clients is through your own design or construction “signature.” This can be through exceptional, unique designs, or it can be through an unprecedented level of technical craftsmanship in construction. Either way, you’ll stand out as the contractors clients want to work on their property.
We think landscape designers often serve as “order-takers,” rather than true designers leading the way. How many landscape designs do you see that you can describe as “jaw-dropping?” How many designers take the time and effort to create a unique, design “signature” that sets them apart from the competition?
Years ago, Gary designed a simple patio for a friend, and it had a very classic, architectural look and feel. When it was finished, his friend said, “I never imagined I’d have a ‘Gucci’ patio!” That “Gucci” look was achieved by just a little extra effort, using a mixture of materials and a new twist on a classic design. This effort took an ordinary patio design and stepped it up to a new level.
It doesn’t take much more money, time or effort to make something truly outstanding. Once you challenge yourself to do better, you will. And once your designs are unique and outstanding, you’ll get more business and make more money at it.
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| Extra detail and a distinct look are evident in these areas of this landscape project. Scale, vehicle and pedestrian accessibility, durability and looks all combine for a great experience. | |
Traditions and Lack of Effort
We see too many landscape designers who have talent but offer designs that aren’t as good as they can be. They’re mediocre. Boring. Ho-hum.
Why is this? One reason is that designers in our industry have gotten into the habit of using only the limited materials available from their suppliers. Sometimes, they get in a rut and use just one color. Or maybe it’s easy just to use what’s available, rather than work out something special.
But why settle for weak vanilla designs when those luscious, richer butter pecan designs are more interesting to do, and your client will be happier? Many times, it isn’t even more money to add value and skill and design expertise to a design, with outstanding results.
Your clients will recognize high-quality landscape design and construction work too, and they’ll pay more money for it.
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| Detail of a limestone brick inset with red carriage brick inlay to create a pseudo-basket weave on diagonal. It almost looks like stitching on those designer shirts. | Herringbone pattern with bricks laid on the thin side to give it a more delicate look. This uses more brick but also gives a truly distinct look. |
Skill + Quality = Higher Fees + Great Reputation
As a professional designer, you want people to recognize your skill and expertise, and pay you for it. By creating a signature look or level of quality, you do just that. This is especially important in today’s economy, where so many companies are competing on price alone. It shows you bring special value to the table, and these days, clients want that.
Clients want the best they can get for their money, and they’re willing to pay for it if they can find that unique, rare, specialist who gives them “wonderful” design and the “real thing” in landscape.
In Part 2 of this article, we’ll talk about how to clearly communicate your special value you bring to landscape design/build work, and how to position your business to be the go-to contractor in your market. Look for it in the December edition of Landscape Design/Build Solutions.
Learn how to develop your own signature, extra-value landscapes by attending the next Kinman Seminar. To find out more about these classes, contact us by email, phone: 614-764-8733, or website.
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