| This one should be a no-brainer since by now you | | | | * pruning/shrub trimming |
| have a marketing calendar. You have started a | | | | * irrigation winterizing |
| marketing calendar haven't you!? If not, come on. | | | | * gutter cleaning |
| Get with the program. You gotta make it happen! | | | | * bulb plantings |
| Now, your marketing calendar should have those | | | | * various fertilization programs |
| weeks marked which cover seasonal and | | | | * fall decorations/Christmas decorations |
| time-sensitive services. This way you'll know | | | | Look over your list of accounts and write a list of |
| when to begin marketing those services. | | | | every service you have performed. Place a check |
| If we're coming up on time to apply | | | | mark beside any service that may be considered |
| pre-emergent weed control, send a short note or | | | | time-sensitive. These are the services you should |
| postcard about 2 weeks before that "window" of | | | | market to all your customers in this way. |
| service opens. And let your customer (or potential | | | | Don't pass up this "built-in" sales opportunity. |
| customer) know why it is important to do this | | | | Speaking of "notices"... |
| service inside this small "window of opportunity." | | | | I'll bet there are a lot of things you do in your |
| Then follow up with another note or phone call in | | | | business which your customers would like to |
| a week. | | | | know about. Don't assume everyone knows what |
| If they have already signed an agreement that | | | | you know about your business. |
| includes this service, then send a postcard | | | | That being said, one good but seldom used |
| explaining why its important and announce when | | | | marketing tool is a short note or letter telling your |
| you intend to provide the service. This kind of | | | | customers about any new service you are going |
| communication goes a long way toward building | | | | to begin offering. |
| customer loyalty. | | | | Did you just buy a leaf vacuum? Tell them all |
| And get this...time-sensitive services have a built-in | | | | about the benefits of removing the leaves from |
| psychological trigger (aiding the sales process.) | | | | their lawns this fall. And create an offer to entice |
| That trigger is called "scarcity." In this case, time | | | | them. |
| scarcity. By letting potential customers know that | | | | What about that new aerator you saw at the |
| to be effective, these services must be | | | | turf grass trade show? Tell your customers about |
| completed by a certain date, you give your | | | | the benefits of aerating their lawns and how you |
| marketing a certain urgency. | | | | have just such a service. |
| Customers will respond much more quickly and | | | | Do you have winter services that your |
| definitely to a time-sensitive notice than to open | | | | customers don't know about? They may be using |
| ended marketing. So use these services to your | | | | another company for such services simply |
| marketing advantage. | | | | because you haven't told them that you offer it. |
| Need some examples of time-sensitive issues? | | | | What about gutter cleaning? Christmas lights and |
| Here are a few, depending on what your | | | | decorations? Fall/Thanksgiving themed yard |
| company does (or is licensed to do.) | | | | displays? Snow removal? Irrigation system flush? |
| * pre-emergent weed control | | | | What about Spring plantings of annuals? |
| * aeration | | | | Not only will you get more sales, you'll build a |
| * overseeding/slitseeding | | | | better bond with your customer as you educate |
| * annual flower beds (2 opportunities here) | | | | them and keep in touch with them. |