Hardcore design
16 Dec, 2010 By: Gary Kinman, Cynthia Kinman LDB SolutionsWhen you become "hardcore" about your design work rather than construction, you become more competitive and show clients the true value of professional landscape work.
Design and the inherent value of design should be the absolute core of your design build company. In our “macho” industry, much emphasis is given to being a “hardcore” construction man. We often hear the sales pitch: “If you let us do the construction, we credit our design fee back to you.” The subliminal message this gives both demeans the value of the design work done and raises the value the company puts on construction over design.
If your company is really a design-build firm, why isn’t it based on being “hardcore” design instead? This would mean clearly defining the value of your design work for clients, dedicating appropriate time for design work, and charging for the real time and professionalism being invested into it. This is the way to differentiate yourself from "hardcore" construction competitors.
Flip your emphasis from equipment and lots of laborers to an emphasis on design, business expertise, and project management.
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| “Hardcore” design is the blending of good engineering, good construction, good use of plant materials, and finishing touches that make the human soul love to use it. | |
If you clients want to see the difference between you and the next landscape contractor, change your emphasis to be on design. When you believe in and show clients the true benefits of design, they will get it and understand the benefits of working with you.
Change you can believe in
Right now, everybody is experiencing “negative” turmoil in their businesses, and we are all being forced to make changes whether we like it or not. This economic climate is affecting everyone’s confidence and they question their abilities, motivations, and attitudes. We are talking to people all over the country who are being forced to change, or are wondering if they should just sell or close down their businesses.
We think the best answer comes from a saying that reflects the landscape industry right now: “Life is not about waiting for the storm to pass ... it’s about learning how to dance in the rain.”
How do you do that?
Making change happen
It’s hard to change when you don’t want to, but there is no better time for change than now, when we have to. Make the change you can believe in.
Instead of just hoping for something better and saying the fight isn’t worth hanging on, make the changes in your business that will give you a new sense of direction, better motivation, more professionalism, and a stronger competitive position. Change is necessary. Reinvent your business by using new techniques or change will not happen.
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| “Hardcore” design is using signature designs and materials to stimulate and also move people through areas. These urns add a finishing touch and the stone staircase gives function and beauty. | |
Many people come to our classes looking for a change and hope to find new ways of operating that will give them an edge and make them more competitive. We teach those things, but unless they truly change and implement new techniques, change will not happen.
 Clients understood the benefits of building intimate gathering space within a large, wide-open area. Now, they can entertain many people for multiple uses, within a comfortable area. |
Never before has there been such an opportunity to make those serious business changes that were always necessary, but not fully implemented. Our industry has been having work simply fall into our laps without real effort on our parts or serious strategies. It’s time to professionalize your design business.
Are You A Professional Design Firm?
If your company is truly based on legitimate design services, it will have:
• a professional attitude
• a personalized design process
• a sensitivity to budget
• a comprehensive project management
• a confident approach
• a benefit in experience
• a nationwide network of specialists
• a complete customer service program
These components all need to be woven into your business process and should be apparent in the entire flow of each project. For instance, from your first meeting with the client, your professional attitude is infused into a business process starting with the introduction of your firm’s services, through educating clients on scope of projects to familiarizing them with the benefits and pitfalls of selecting a design-build firm.
 This site was low and boggy five months of the year. We installed underground drainage to handle overflow, plus these compacted gravel paths for people, dogs, and strollers. Clients saw the immediate benefit of the underground work and paths – now, their water issue is controlled and they have a dry, clean path 12 months of the year. |
The client will respond to a genuine personalized design process that does more than qualify a lead and have him or her check boxes on a form to communicate what they think they want. A personalized design process uses effective and accelerated communication skills with the client, discovers ways to enlighten them with techniques and visual aids or conceptual sketches. The client is allowed to review the design comprehensively and add valuable input to the final plan.
By letting the client buy from you instead of selling to the client, there is great sensitivity to the client’s budget, based on realistic numbers that offer value and benefit to the client. Now that the client can make an educated decision, they are confident of what they desire in the design, and want a comprehensive project manager executing their design.
Your firm takes a confident approach, because the client has been enlightened and empowered through your design process. Clients are excited and desire what will come with your benefit in experience in design and construction, which has been affirmed during the design process.
Clients realize that there are limitless benefits of working with your firm because of the access to a nationwide network of specialists that comes with using contacts and experience with previous projects. When you use all these components involved in a legitimate design service, the client not only acknowledges the benefits, but reaps the benefits too of a complete customer service program that comes from a truly professional design-build firm.
Professionalize your operation now — Coach Lou Holtz |
If you feel you don’t have enough ability, seek training with an experienced and seasoned mentor or proven program. There are many courses offered by institutions and professional associations that will help you improve your design work.
If you need motivation, get some. Just make sure it is legitimate and something you can build a foundation on, not just a cheerleading session. Good motivation brings true lifelong benefit. Look for professional networks to keep your motivation strong.
If you need to amp up your attitude, surround yourself with support from those who have a legitimate positive attitude, who have a mission based on substance, not false or naïve hope. If you surround yourself with others who have a determined attitude to do things well, who like competition, who desire to accomplish something they can be proud of, it will be contagious. There is the saying: “If you want to be a 10, hang with a 10.”
About the Authors
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 in January and February on professionalism, construction techniques, and presentations for landscape design/build contractors, at www.kinmaninstitute.com or 614-571-3857.
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