Editorial: What To Do When You Hit a Wall
By Daniel Pepper
"Things turn out best for the people who make the best of the way things turn out."
- John Wooden
If you ever find yourself experiencing a lack of business during the
time of year where you should be in abundance, don't despair.
Instead of closing up shop and complaining, there are several things
you can do.
You can take time during the day to focus entirely on driving in
more business by dropping into prospective commercial businesses
or even residential homes and leaving a flyer or door hanger(if you're
legally allowed). You can even contact your current and previous
one-time customers.
Schedule time during your day to do this. Take an hour or two to
work on finding more business.
Some lawn care business owners are reluctant to phone customers
on their roster, let alone one-time customers that have come and gone.
They feel they are bothering them and don't want to make the effort.
But you must remember that since you have a lawn service that they
need, you are not bothering them. You are helping them.
YOU CAN ALWAYS DO MORE
There is always something you can do to get more business. Don't
stop after trying one idea. Don't be a victim of that one idea not
working. Don't throw in the towel because one idea didn't work out.
You have to have several and in fact, constantly be thinking about
new ideas you can implement in your business.
You should bounce and not break when you hit a wall. You should
ricochet off the wall and go in another direction. Never stop. Never
stall. Keep going. Keep testing. Keep stepping out and doing
something. Eventually you will find the winning combination.
DON'T STOP WITH ONE IDEA
So don't think that one idea is all you need. Even
if it works, there's so many other ideas that can bring in even more
money for you.
Quitting is not the answer when the mowing gets tough. There are
people who rely on your services and don't want you to go.
A simple email, phone call, or letter from you could make all the
difference in sprucing up your income so that you can keep moving
forward.
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AN EXTRA PIECE OF MARKETING ADVICE...
Here's an age old marketing fact you need to brand in your memory. What is known in the world of psychology and breaking down resistance and gaining acceptance of lawn business advertising is that it takes 7 to 21 repetitions in a condensed period of time to have an impact on a person.
That is what the "21 Day Rule" created by Dr. Maxwell Maltz is all about. He states that it takes 21 days of doing something to create a habit.
In lawn care business selling, "repetition" is required to have impact whether it's one on one selling or print or whatever. So, if you want a response (and you do), your marketing must deliver the same message repeatedly.
Be consistent with your marketing. If you can't afford to run an ad over a period of time that will allow a person to see it several times, then don't do it. You're wasting your marketing money.
Here are several ways you can use repetition in a letter or email to your customers - such as the one you may need to write to drum up some more business.
Let's say you have a claim like "this is the easiest way to have the greenest lawn on the block." How can you repeat this several times within the same letter or email, without being obvious about it?
Here are 6 ways to do just that...
1.Straightforward statement or promise
2.Place it in the guarantee
3.Have it said in a customer testimonial
4.Tell a story that demonstrates how green their lawn can be
5.Put it in a list of bullet points
6.Place it in the P.S.
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Creating Opportunity
By Daniel Pepper
A person you taps into their ingenuity is a person who comes across a back yard full of weeds and debris and sees the making of a wonderful landscape makeover. A person who taps into their ingenuity is a person who walks into an old, battered home and sees a brand new renovated home. The point is obvious. A person using ingenuity is one who creates opportunity in all areas of their life no matter what the situation looks like.
To use our creative abilities, we have to stay focused and keep our minds open and active. This mental attitude is much like a basketball player who is always on their toes, ready to move in any direction at any time, regardless of the situation.
A person with ingenuity who creates opportunity does their due diligence. They do the work to find out what you can before any action is taken. Be prepared. Be on your toes. Be resourceful. Do all you can in preparation for creating opportunity even in situations that seem impossible.
Creating opportunity means we can't be lazy. We can't be lathargic. We have to be willing to go after opportunities and not sit back hoping they'll knock on our door. Always be looking for a way to be working toward your dreams and goals.
Ingenuity is twofold. It's daring. It's about willing to go where no man or woman has gone before. It's about being courageous in the face of fear.
The second part to ingenuity is creativity. You need creativity to see the whole picture and to shape it to your advantage.
Keep in mind that creating opportunity is not just about yourself. It's also about opening doors for others even when there is no apparent gain for yourself. Its about feeling good enough about yourself, having enough self-worth, to want to seek advantages and opportunities that will make a difference.
As a result, you will find a way where there may not have been a door before. You will increase your confidence. Your courage will grow and you will succeed.
Until next time...
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