0-250 Lawn Care Customer Base

Maybe you are just starting out in the turf business, or have been in the lawn business only a few years. You have a firm grasp of the business-side fundamentals, 1 truck and maybe one assistant. You are ready to start growing, to take on more responsibility, more headaches.

Your lawn care customer base is located in just a few zip codes, perhaps one or two neighborhoods.

What to do?

At this point in time you shouldn't be investing the $1000s into a direct mail program right now. Direct mail campaigns require at the very minimum 10,000 pieces mailed to a highly targeted prospect list and even that is very risky. 30,000 and higher is more realistic. DON'T COUNT ON GENERATED LEADS PAYING FOR A DIRECT MAIL CAMPAIGN! About 45 - 50% of the leads generated will become customers. Of those customers 85% will become long term customers.

At the moment you're not in a position to handle the leads generated nor the sales that might result from a large direct response campaign.

To create a large scale marketing program you need to have at least 20% of last years revenue to invest in marketing. If not, don't try to scrimp and get by with mailing a few thousand pieces... you won't be successful. Hold off until the numbers are right.

You should build your lawn-application customer base up steadily. Reach the point where you can hire another employee that knows the turf business. The two or three of you can then handle the rush of leads that will come from any significant lawn marketing investment.

Concentrate your marketing and advertising efforts in particular neighborhoods so you aren't running all over trying to service new sales. Build lawn care routes that are profitable to operate.

Door-hanging neighbors of lawn-application customers, or blocks of customers is a good idea. Avoid any wide coverage advertising, such as daily newspapers, radio, tv, or yellow pages (just a bold listing).

Even though your lawn care business is small, seriously consider adding a web site to your marketing mix first. A web site gives you instant credibility. It provides you a greatly expanded opportunity to sell your services on every other piece of advertising / marketing that you do. List your web address on your business card and that little 2 x 3.5" piece of paper becomes as big as a 25 page 4 color expensive brochure.

Build a quality and consistent image

Build a consistent marketing image that includes all of your marketing materials (business cards, door hangers, post cards, folders, web site). This image creates a professional image that translates into trust and recognition in your prospects.

• Web Site ($500 - $2000) A basic building foundation in your marketing strategy that everything else can be built upon.

• Door Hanging Neighborhoods and Neighbors of Current Customers ($0.20 each + labor costs) (Highly targeted)

• Post Cards for new sales or selling additional services to Current Customers ($0.10 + postage) Focus on specific neighborhoods.

• Business Cards an inexpensive way to make a big impact (less than $0.07)

• Pre-Pay Letter to Cancels— send a Pre-Pay Letter to customers that cancelled during the previous 2 years, offer them a substantial discount 10-20% if they prepay for the entire full season. Filter your Cancel file to remove movers and bad debt/problem customers.

• Invest in continued training by joining your state lawn care association, check out our DVD training program "Anyone Can Sell". By learning from others and how they have become successful will put you in a good position for solid future growth.

BONUS PAGE:

Read 10 FREE Tips for improving customer retention