A common differentiator that lawn and landscape companies will highlight when selling services to clients is their communication. Often, customers who are looking for a new service provider will say their main complaint is a lack of communication with their current landscape business.
A lot of these dos and don’ts listed below can seem like common sense, but making a point to practice them consistently can put you head and shoulders above the competition in your market if they’re failing to do so.
The Dos
The most critical step to ensuring a strong foundation with your customers is to set clear expectations from the get-go. If you don’t take the time to explain possible limitations with a project like weather delays or material availability, the client is more likely to become frustrated when these issues pop up.
Outline the project scope, timelines and pricing in writing as well as verbally to confirm understanding.
Once your customer has signed on the dotted line, keep them in the loop unless they have specifically stated they do not wish to be updated on when crews will be on site or milestones are reached. Leaving clients in the dark can build up resentment. In the case of repeat services, if they never hear from you, they may assume no work is being done at all.
It’s also important to truly listen to clients’ needs and concerns. Instead of jumping to conclusions, ask clarifying questions to get to the heart of the matter. When addressing a customer’s complaint, be empathetic and strive to see where they’re coming from.
Another easy win when communicating is to tailor the channel you use to their preferences. For instance, if a client prefers phone calls, sending email updates increases the likelihood of them feeling disconnected from the process. Taking communication preferences into account not only helps guarantee the information is reaching the client, but also shows a willingness to cater to their needs.
After completing a job, whether it be a months-long install project or a weekly service visit, always check in to confirm the client is satisfied. This gives them a chance to voice any possible issues that can be quickly remedied, versus them stewing on a matter for a while before leaving a negative review.
The Don’ts
While it’s easy to want to promise the moon to customers to get them across the finish line, you have to be honest with them and yourself on what is feasible. Overpromising and underdelivering will leave a sour taste with clients and make them less inclined to refer you to others.
Even when providing your timeline for when you expect to get them a design or proposal, it’s best to include a few buffer days so you can surprise them with an ‘early’ response. Failing to meet a deadline you set for yourself this early on can serve as an indicator of what they can expect for the rest of the process.
Delayed responses or total silence can erode trust quickly, so even in the cases where you are looking into something, simply letting the client know you received their message and are investigating it is better than not responding at all.
If you decide to part ways with a customer or prospect, don’t ghost them. Politely inform them of the decision that you are no longer a good fit, and if you want, you can direct them to alternative service providers.
Another common communication misstep is to use jargon without providing explanations. You want your clients to be on the same page, so don’t use terminology that leads to misunderstandings.
Don’t forget to document verbal agreements, especially change orders. Customers may think it’s not a major adjustment, but having them sign off on any of their mid-project requests can help them understand the value of your work.
Lastly, don’t take feedback personally. If you encounter a particularly negative review it can be easy to respond emotionally, but this can be an opportunity to improve and show others how you professionally address issues like this.
Setting Your Company Apart
Aside from the basics, one of the best ways to stand out from other companies is to be proactive with your communication. Don’t wait for clients to reach out. You should be notifying them if there is a schedule change or if you spot an issue on their property that should be addressed.
Determine what your company’s response time window and hold your team accountable to this so weeks don’t go by before getting back to a client or prospect.
Personalizing your messages and going the extra mile to acknowledge specific details about each client can increase loyalty. Acknowledging birthdays or anniversaries since partnering with your company is one option.
Providing visual updates with before-and-after photos or a customer portal that allows for progress tracking also boosts customer confidence.
Make sure to train all your team members so they know how to respond to common questions and complaints. It can create a bad impression if customers hear varied messages depending on who they talk to at your company.
Another way to set your company apart is to go above and beyond by setting customers up for success. For those who didn’t sign up for a maintenance package after a design/build project, you can send them personalized care tips for their specific plant material. This level of care and attention can make an impression. It can also help clients realize the work that goes into maintaining their property and may convert them down the road.
The main element of communication is transparency. Clients don’t want to guess what’s going on. Just like any other relationship in your life, when you make an effort to stay in touch, there is more goodwill there when mistakes are made.
