Knowledge is power. The successful business owner knows, at any given time, how they are performing in specific key areas of their business. Also, they know the areas where they need to improve and they are constantly seeking new solutions to do so. As you reflect on how your business performed in 2012, and as you plan for 2013, ask yourself the following…
1. Profitability
As the year comes to a close, hopefully you have more money in the bank than when you started. However, the size and scope of your operation may have changed this year and this may have impacted the overall costs of running your business.
> Have you taken the time to re-calculate the cost of running your business (rent, fuel, salaries, parts, debt service, etc.) as you build your business plan for 2013?
> Are you adjusting your pricing to accommodate a potentially higher cost of doing business in 2013 than in prior years?
A firm handle on your costs of doing business is the best way to start developing a strong business plan for 2013.
2. Marketing
Success is never reactive. Be proactive to improve your bottom line.
An effective marketing plan is no longer just planning for the cost of Yellow Page advertisements.
> Do you know how your last 20 new customers found you and why they chose you over your competition?
> How are you spending your marketing dollars, and why?
If you are not already doing so, start asking every new customer how they found you (print advertisement, internet, referral…). This is the only way to know how to effectively distribute your marketing dollars. You’ll want to devote more monetary resources to the methods sending you the most customers.
3. Recruiting
The life’s blood of any service business is quality – the quality of the service you deliver and, just as important, the quality of the people delivering the service—in the field and in the office.
> During 2012, did you find yourself with more work than you and your current staff could handle?
> Do you lack confidence in the abilities or professionalism of any of the service professionals you sent into your customer’s homes?
The key to effective recruiting is to model your best people and to find others just like them. Delegation is key to keeping you from ―wearing too many hats‖ in your business. The goal is to surround yourself with the right people, in the right roles, in your organization.
4. Customer Service
More than ever, customers today have many choices in who they select to service their homes.
> Are you keeping in touch with your existing customers and their needs?
> Are you delivering such a superior customer experience, each and every time, that your customers are likely to refer your company to their family, neighbors, and friends?
If you are not already doing so, start making it a practice to contact your customers within 24 to 48 hours after you have provided service to their home to ensure that your company met or exceeded their expectations. In addition, stay in touch with them periodically throughout the year with timely emails or postcards (Holiday cards or emails are a nice touch). Repeat business is essential for any service company and loyal customers are the best indicators of the quality of service that you deliver to your community each and every day.
Looking for more ways to improve your landscaping business in 2013? Contact The Grounds Guys’ franchise development team to learn if a landscaping franchise opportunity could be the solution to help your small business grow by training you in the areas of profitability, marketing, recruiting, customer service, and more.