Like it or not, you’re judged by your appearance

Morland Landscape Resource

Most of us make some attempt to enhance the way we are perceived by others. From the time we’re eight years old, we’re aware of how we look. We begin to alter our appearance to fit our own accepted visual images. At first we ‘adjust’ simply to please ourselves. Children want to look like the people they like. As we age we realize what we like may not be what others like and we begin to change ourselves simply to fit in.

The image we present to others affects our personal lives in every way imaginable. The same is true of our professional lives in the landscaping business. Consider how observations, right or wrong, may effect your response to the following scenarios:

• Your competitors all wear uniforms. You don’t feel it’s necessary. Your crews prefer to dress how they want and several have told you that if you make them wear uniforms they’ll quit. You know your employees are good at what they do, work hard and usually please your customers. Why chance the potential fall-out by changing?

• You’ve been in the same facility since you started on your own. It’s in an area of town that is fairly run down. In fact, your building isn’t well kept either. There’s no landscaping, the building needs paint and the offices are dirty with very little organization. You’re constantly badgering crew leaders to wash their trucks, but few do it regularly. You’d enjoy more pleasant surroundings, but what purpose does it really serve? You’re clients don’t visit your offices.

• Your receptionist is a whiz at every task you ask her to take on. She loves to work hard and complete her job as quickly as possible. She sees interruptions as a stumbling block to achieving this. So when the phone rings she wants to dispatch the offender as quickly as she does everything else. Your customers have complained that she’s abrupt and sometimes rude. She defends herself by pointing out how efficient she is. She doesn’t let those calls get in the way of her schedule. You should be thrilled. In fact, she says, you should give her a raise.

Crafting Public Perception

One of the most important tools in creating a positive public image is a snappy uniforms. Uniformed crews give clients a feeling of confidence in their landscapers. Earthscaping of Costa Mesa, Calif., garbs its crews in green shirts and hats sporting the company logo.

Beyond the product you provide is the perception people have of the business behind it. To everyone that has any knowledge of your business, you have an image. The way they see you, regardless of how accurate the picture, is important to your success.

There are those who will not do business with you because they’re unimpressed with a single aspect of your company. Too big, too small, too pricey, too good, too bad. And that’s just the customers. What do your employees, vendors and the general public think about your business? Is it important to consider how you’re thought of among people that you don’t even market to? You bet it is!

Whether someone directly deals with your company or not, they’ll voice an opinion if asked. Because they’ve formed one based on what they’ve seen or heard. So what can you do to make sure everyone sees you for what you really are? Start by making sure you’re comfortable with, and aware of your company’s true character.

Remember: The best way to appear to be the company you want to be is to actually be that company.

Sounds simple, doesn't it? But consider how often you’ve seen businesses portrayed by an advertisement in a manner that wasn't representative of the experience you had with them. The pleasant, friendly service person, complete with uniform and tidy truck, isn’t the guy that showed up to repair your dishwasher. Creating the image you want -- one that people will be attracted to -- is best accomplished by a sincere presentation of what you value.

Consider everything you do, say, promote, sponsor, or purchase as reflecting your company’s character. Every glimpse someone takes into your company must be evaluated. You’ll never control everything. Just as you were the same good kid when you had a pimple on your nose at 15, people realize things happen that can’t be helped. Learn to work on those things that can be.

Looking Sharp

A clean truck featuring your logo presents a favorable image at first sight. Keeping your headquarters neat and well-maintained is essential as well.

Uniforms are an essential, basic ingredient to promoting a company as a structured, professional business. Customers also see them as a security benefit in many situations. But a uniform on the wrong person can be very detrimental. Consider one of your clients watching the evening news as one of your past employees, in your uniform shirt, is handcuffed and led away after a high-speed chase. Could this bit of poor image making been avoided? Require your employees to return their uniforms prior to receiving their last check and they’re less likely to hurt your business with their behavior.

Maintaining Equipment

Quality, clean, well-maintained equipment lets everyone know how seriously you take your responsibility of getting the work done. Your employees are generally responsible for taking care of their equipment and will follow your lead. You gain a great deal of respect when you have a plan for care and replacement and listen to their opinions regarding the purchase of brands they prefer.

Excellent Service Sells Itself

If your building looks well-maintained, chances are your landscapes are as well.

The product you sell is the most visible image-maker you have. Finishing a job on time, leaving the site clean, and exceeding the customers expectations will leave the customer with an image of a well-run company that he will offer his repeat business. This includes precise plant spacing, color in bloom and tucked bed edges.

Don’t underestimate the impact the delivery of that nearly perfect installation can have on the image the client forms based on the experience. There will always be problems that occur with any job. Your image will prosper or suffer depending on how you respond to those problems.

Picture the product described above, but with two opposing paths taken to arrive there...

Scenario 1: Joe Bad

Joe Bad’s Landscape does excellent work. However, their image is such that when people recommend them, there’s a caveat. The process is known to be painful for everyone. A lack of planing gets the job off to a late start. The crew, unable to make up the necessary time to finish on schedule, is frustrated and quick to point fingers when challenged by the client. When the architect rejects some of the plant material, the superintendent throws up his hands and leaves the site in disgust. (He heads to a bar at 11 AM with the company truck, presenting a less than stellar image.) The crew, meanwhile, decides it would be a good time to take a break.

Since there aren’t any trees on the site yet, the shade from the oak at the bank next door looks large enough for five to sleep under. It’s about this time when Joe Bad gets three complaint calls simultaneously from the client, architect, and banker. Of course Joe runs to the site, gets everything straightened out and finishes the job himself over the weekend.

Result: Everyone’s finally satisfied, but also frustrated. Bad’s Landscaping won’t get another job from this client and architect unless the price is significantly lower. The image left is one of near disaster.

Scenario 2: John Good

The image you present to others affects your personal lives in every way imaginable. The same is true of your professional life in the landscaping business. Don't take your good image for granted.

John Good’s Landscaping does the same impeccable work. John believes in training his employees to prepare them to handle problems effectively. He also recognizes the importance of a good image and spends training time making sure his employees recognize it as well. His employees don’t have to be taught to care about the company, they care because they’re involved. They see a benefit to themselves in caring, because John promotes and rewards people based on all their skills, not just tree planting.

The job starts on time because the planning was thorough. When delays occur because of rain, another crew is brought in to help. They don’t complain because the same has been done for them in the past. The architect is thrilled with the plant material because John’s assistant handpicked all the material himself. Although one variety was small, John’s explanation of drought in the region of the country it came from preceded the purchase satisfying everyone.

Result: Everyone’s satisfied. There’s a reserve of good will built up. Good’s Landscaping will get the first call on the next project and will be considered even if the price is higher than the rest. The image remaining is one of success.

Substance = Style

Substance will impact your image favorably. Sincere concerns for the public, your customer’s wishes, employee development, and vendor success are excellent business traits to possess. A dedicated, cohesive, well-trained, involved team, capable of on time delivery every time, is one that embodies those concerns.

Tracy Morland of Morland Landscape Resource assists landscape maintenance and installation contractors with issues related to company growth and reorganization. He also represents property owners and managers in the acquisition of landscape services. He can be reached at (608) 527-5411 or by e-mail at morland@tds.net.