Do you ever find yourself losing on price? Do your potential customers know why your landscaping company is different from your competition and do your potential employees know why they should come and work for you instead of somebody else? Check out today's episode where I share one key thing that's missing from 90% of landscaping company websites and overall marketing in this clip from my recent presentation at ilandscape.
Hey everyone, it's Jack Jostes, and what you're about to hear is a clip of the tree of good fortune, which I presented at the Illinois Landscape Contractors Association show, ilandscape. And if you want to get the full video and the worksheet that I handed out to the audience, just go to landscapersguide.com/ilandscape. And now let's see the one thing that's missing from 90% of landscaping company websites that's costing them a lot of sales.
The Root Of Major Pains And Frustrations That People Have With Landscapers
What is your unique selling position? So unique selling position, USP, you probably hear marketing people like me talk about this. It's simply what do you do differently that would be worth paying more for? And I share an example of the client who actually was selling his company and he guarantees 2D designs within four days or your money back. So this is a risk reversal and it gets to the root of major pains and frustrations that people have with landscapers. One, is meeting with you and then never hearing from you again, ever. I'm sure you hear this from your I contacted three landscapers and none of them ever showed up, right? The other one is having a great meeting and then never getting the proposal or waiting a really long time for design.
How Differentiate Yourself From the Rest
Now I know that some of the designers here are thinking, four days? How are you going to do landscape design in four days? This company does it. And they're excellent. And they do huge projects. And part of it, they outsource their design. They outsource it to South Africa. Pretty cool. So this is a risk reversal. So what happens to the customer? They contact three landscapers, including the referral from their neighbor. The referral never calls them back. They wait a week and call them again and he says, Oh, I'm booked out for a few weeks. Then they go there. This website has a pricing page. And they're like, this company guarantees they're going to get this done for us in four days. I'm in. I've already contacted all these other flaky people.
So I'm not saying you have to do this, but this is an example of a unique selling position that is rooted in the frustration of the customer, of poor communication, waiting a long time, not getting a design. So that's an example.
Connect With Your Clients By Solving Their Frustrations
Create three reasons to buy from your landscape company. Why should they choose you over somebody else? I created three for my company. The first one is we know the green industry. I know that I know snow and ice management. If you don't do commercial, cool, we know the difference between residential and commercial. This helps us then write the text for you and we offer exclusivity. So Houzz, Gary was talking about Houzz. Houzz will sell the same advertising to every Tom, Dick, and Harry with a checkbook and they'll literally sell the same leads. So these are mine. These are frustrations in the industry.
Get clear on what's frustrating your customers and how can you create three reasons to buy? I have a client in Milwaukee, Wisconsin, and they have a noon to noon promise. So if you contact them before noon, you're going to hear from them the same day. If you contact them in the afternoon, you're going to hear back before noon the next day. How badass is that? The number one thing that frustrates people in every industry is communication. This company has a guarantee and they can measure it and they can reward their staff for meeting it, and they can also bring up, Hey, you didn't get back to them for three days, we have a noon to noon promise. So it's part of their brand.
Okay. So those are some of the ways that you can differentiate yourself.
All right, everyone. Thanks so much for checking out today's episode. I hope you learned something helpful today and again, and get clear on why your company is different from your competition. And then, is that abundantly clear in your proposals, in your website, in the things that your sales people are saying to clients. Check out the full presentation, where I go into how to generate qualified leads, I go into selling systems, I have interviews with clients embedded in this presentation that are implementing this system. So check it out and get the worksheet at landscapersguide.com/ilandscape. See the show notes for the link. And I'm Jack Jostes, look forward to talking with you next week.