MANAGEMENT
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and terraces. In every way possible, illustrate how buying from you will
save them money.
Adopt New Strategies
Another force that is changing buyers’ habits is the Internet. Consider
how much information and entertainment people are getting from this
source — and how much of it is free. This is altering people’s perceptions
of what was known as the “contract” model. If you have been a member
of a health club, owned a cell phone or subscribed to a magazine or
newspaper, then you know how this model works. The idea is to get cus-
tomers and keep them for as long as possible by having them commit to
a period of time. The problem with contracts in today’s economy is that
people are wary of getting locked in and they are also used to getting
things “risk free” or on trial with a plan that allows them to opt out at
any time.
I completely understand the need for annual contracts in my own
landscaping business, but I recognize that without offering some fl ex-
ibility, I may be shutting the door on some potential customers. So con-
sider fi nding some middle ground with your customers so they will con-
tinue to use your services.
Focus on Your Margins
That brings me to another way to add fl exibility to your business.
Instead of being concerned about keeping a contract, look for ways
to maintain your profi t margins in your landscape designs. Here’s an
example of what I mean. Some of my customers needed to cut back in the
number of times their fl ower beds were replanted through the growing
season. By substituting plants that have a short blooming cycle with ones
that hold up, spread quickly and bloom for longer periods of time, I can
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30 Lawn & Garden Retailer January 2010
www.lgrmag.com
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