Editorial: Who Will Be Your Target Market?
By Daniel Pepper
"I do not think there is any other quality so essential to success of any kind as the quality of perseverance. It overcomes almost everything, even nature."
- John D. Rockefeller
Your lawn care service will not be for everybody.
It is so important that you clearly define who your target market
Are you going to build a residential or commercial lawn care
business? Or both? Where does your target market live?
And so forth.
The more detailed the description of your target market is, the
more effective you'll be at reaching them.
PEOPLE WANT TO KNOW WHAT'S IN IT FOR THEM
People don't care about what your lawn care business is all about.
What they want to know is, what's in it for them? Your target
market has to see how your lawn service is an answer to their
problem and how it will make their lives easier. The lawn business
owner who is best at convincing their target market that they need,
want, and can afford their lawn service, wins.
Always show how your lawn care will benefit your customers. This
is truly what makes your phone ring and in the end, puts money in
Make it your habit to transform your lawn care service features into
benefits to the customer.
WHY ARE YOU BETTER THAN YOUR COMPETITOR?
People like to shop lawn care businesses. In other words, they
want to know what's in it for them BUT they also want to know
why you're better than your competitor.
So tell them.
Establish your own USP - or unique selling proposition. You need
to emphasize what makes you better than your competition. Explain
to your customers exactly how and why they'll benefit from doing
business with you as opposed to another lawn business.
One way to do this is, if every lawn cutting service in your area offers
lawn cutting, why not offer free garden bed maintenance too. This
way you differentiate yourself from the rest. People will feel that your
lawn service is more valuable.
Please, I am not saying you need to do anything for free. You can also
just charge more than your competitors if you decide to add garden
bed maintenance. The point is, your lawn service stands out as
different -- better than the rest.
YOU HAVE ALL YOU NEED
Running a successful lawn care business does not take a special
something. Making money with a lawn care business is a simple
and basic skill that you can build and develop. Motivate yourself
and take action upon what you learn. Doing so will bring amazing
results in your life and your lawn business. If an "ordinary"
student like me can do it -- so can you.
THE CUSTOMER IS NOT ALWAYS RIGHT
The customer is not always right. This truth, as you learned
from the last audio excerpt, will save you a ton of frustration
and wasted effort. You also learned about growing your lawn
care business and part of that was finding out how to stop
In Part 4 you will discover...
- Why you must always price to value.
- 2 ways to increase your sales.
- Why you must advertise using numbers not adjectives.
- Get rid of buying barriers for your customers.
- Plus lots more...
You can listen to your final 15 minute audio by downloading it below:
MP3 version here.
All You Need Is a Little Respect
By Daniel Pepper
Respect from others is so very important. In fact I recently came across a survey done by the Gallup organization that showed that the most prominent living Americans rated the respect of others as the most important measure of success in life! These people worked hard in a lot of ways including earning and keeping the respect of their parents, the respect of their spouses and children, the respect of their peers and colleagues, and the respect of people they meet each and every day.
Some find it hard to respect themselves. I've found that we truly respect ourselves only when we feel that we are respected by others. Its like a revolving door. We will go to great lengths to earn and keep that respect as strange as that may sound. When we feel that someone respects us for who we are and what we have accomplished, we tend to be more open to that person’s influence.
Have you ever noticed that? Have you ever found yourself drifting in thought when someone who you know does not respect you is talking. Its tough to keep focused. On the other hand, if someone we know respects us and they're talking, we tend to find focusing all the more easy.
Gaining the respect of others is possible. There are a couple things we can do.
1.) The first is to develop and increase our knowledge in a certain field or endeavor. The more people think you know about your subject, the more they will respect you.
The highest-paid people in almost every field are those who know more than the average person. They are clearly recognized as experts and they develop what is called “expert power.” Because of their superior knowledge, they are looked up to and listened to and they are much more capable of influencing others to act in a particular way than they would be if their knowledge level were just average.
The best salespeople are those who know their services and/or products. They deeply understand every aspect of their services/products and the ways in which their services/products can be used to achieve the most important goals of their customers.
2.) Another way to put ourselves in a position of being respected by others is to develop our expertise. Expertise is closely tied to knowledge but it is slightly different. Expertise is the ability to perform well in your chosen field. Men and women with expertise are those who practice over and over in whatever they do until they become known far and wide as the very best in their field. These are the players that don't just 'talk', they also 'do'!.
Successful people take action so here are two things you can do right now to put my ideas about respect into action:
First, study your field in detail. Dedicate at least one hour per day to reading, listening to audio programs, studying to become more and more knowledgeable about what you do and plan to do it very well.
Second, continually increase your knowledge and skills in your field. Identify your weakest important skill and go to work on that. If you don't think you have one, ask a trusted friend or associate. ;)
Until next time!