It All Starts with Your Employees’ Strength and Forte His Says Heaviland Tom Member PLANET Longtime Are Coaching and Mentoring His Team

Home , Furthest Thing

10 ItYour all starts emplo withyees 14 High-tech marketing 18 Employees: How to keep them 22 Fueling GRowth by sharing customers STL_BR600_Ad_2_page_PlanetAdvantage:STL_BR600_Ad_2_page_PlanetAdvantage 2/19/07 4:17 PM Page 1

Low noise, low emissions and low tolerance for leaves, clippings and debris.

In the ongoing battle to maintain your beautiful blowing that won’t blow your budget, it’s the BR 550. grounds, we only have one thing to say: Landscapers, And for sheer brute strength, the BR 600 is our most choose your weapons! With the STIHL family of powerful blower ever. Oh, and the 2006 EPA statistics backpack blowers, you have the right equipment for for backpack blower emission levels credit this family fast cleanup. The BR 500 is our quietest backpack with some of the lowest emissions in America. So blower at only 65 dB(A) per ANSI B 175.2, designed stop by your STIHL Dealer today for clean, quiet yet for professionals up against strict noise regulations powerful performance. but who still want professional power. For serious 1 800 GO STIHL • www.stihlusa.com Contents

Contents

PROFILE

Photo is courtesy of GCS Construction, California. Woodbridge,

Editorial bobcat.com/landscape LandcareNetwork.org This California private estate was designed to comfortably and elegantly : stihlusa.com Member benefit Feature Y COMPAN FEATURE Idea file Guest

For more informationFor more on the PLANET advantage sponsors sites: listed in this issue, please visit the following Web STIHL: Bobcat: John Deere: JohnDeereCredit.com JohnDeereLandscapes.com PLANET Cover photo: entertain 250 people. 18 Employees: How to keep them departments its encourages Connecticut, Wilton, in Landscapes Hoffman to share customers opportunities. and growth 14 High-tech marketing Ifof are advantage missing take you out on don’t you new some technology, good old, new-fashioned marketing. Keeping good employees may be the number one way to your future success. success. future your to way one number the be may employees good Keeping do can you what on pointers some gives Cook Bill consultant HR PLANET to good keep employees. 22 Fueling growth by sharing customers How do you market company recognition? Entering comes and in winning forms. Recognition many competitions in all clients. your to and company your to important be ofcan areas business 10 ‘It all starts with your employees’ strength and forte his says Heaviland Tom member PLANET Longtime are coaching and mentoring his team. 4 The most successful and fulfilled individuals set goals. 6 22 10 14 Guest Editorial OUR MISSION The Professional Landcare Network cultivates and safeguards opportunities for our members — the dedicated professionals and companies who create and enhance the world’s landscapes. PLANET MEMBERS

OUR VISION To be the respected leader and voice The most successful of the green industry. and fulfilled individuals editor in chief Steve Davidson EDITOR Rod Dickens set goals ART DIRECTOR Kayla Jaeckel program manager It’s an axiom in business. Those who I use the same approach for my Shelli Ellingson set goals are the most likely to succeed. personal life. I have categories for my health Many company owners understand the and family, being with friends, community PLANET advantage is published quarterly on value of planning and setting goals for their involvement, finances, and vacation, to name behalf of the Professional businesses, but often they fail to make the a few. I also block out six to eight weekends Landcare Network (PLANET) same connection with their personal lives. for getting away from the business. If I didn’t by Cygnus Custom Marketing, Face it, it can be a rat race out there, and do this, vacation time would just evaporate. Shari Dodgen, Brand Director/ too often business owners get caught up in These one-page business and personal Cygnus Custom Marketing Integrated Programs. the minutia of running a business. plans help me to set goals and find Cygnus Business Media For mental and physical health and to fulfillment in all areas of my life. Of course, 1233 Janesville Avenue be truly fulfilled, we need to lead balanced there are many ways to the same end. In P.O. Box 803 lives. What do you like to do outside of February, PLANET’s Executive Forum Fort Atkinson, WI 53538-0803 work? Do you like charitable work? Would meeting in Arizona will expose members Phone (920) 563-6388 Fax (920) 563-1701 you like to spend more quality time with to several different ways to achieve wellness your family? When was the last time you and balance. I encourage all of you to take Printed in the United States. had an outing with friends? Do you spend that extra step this year, and plan your time © 2007 Cygnus Business Media Canada Post International enough time on your personal finances? away from work. It just might make your Publications Mail Product Work isn’t everything. In fact, it means work more fulfilling, too. (Canadian Distribution) little or nothing if it wrecks havoc on your Sales Agreement No. 1340654 personal life. PLANET advantage is written So, we all need a personal plan of for PLANET members and attack, just as we need a plan for business. prospective members. What’s the old saying? “Any map will get We welcome your questions you there, if you don’t know where you’re and comments. Address correspondence to going.” I use two maps to help plan my Editor, PLANET advantage business and personal year. One is a one- 1233 Janesville Avenue page business plan; the other is a one-page P.O. Box 803 plan for my personal life. Fort Atkinson, WI 53538-0803 I divide the business plan into nine For PLANET membership and categories (e.g., sales and marketing, and certification information call: financial performance). Beneath each (800) 395-2522 category are subcategories that help define Jim Martin, CLP (703) 736-9666 PLANET President Fax: (703) 736-9668 goals for each. I refer to the plan often because it’s an easy way for me to stay Professional Landcare Network focused on key business drivers. 950 Herndon Parkway Suite 450 Herndon, VA 20170 LandcareNetwork.org Winter 2007

The association of members who create and maintain the QUALITY OF LIFE in communities across America.

4 Winter 2007 PLANET ADVANTAGE PLANET MEMBERS

Profit from PLANET membership

hen our company joined PLANET in 2005, it was doing close to $1 million in sales, primarily in design/build. W Today, thanks in large part to the “free” advice we received from PLANET Trailblazers and other PLANET mentors, our service mix is now more evenly divided between landscape management and design/build. Our annual revenue today tops the $3 million figure, despite the fact the construction market in Las Vegas is down. Without the cash flow that landscape management generates, without the help and guidance that we received from PLANET members, our annual revenue would be down, as well. We also benefit from all PLANET events, take advantage of its English/Spanish training manuals, and participate in the STARS Safe Company Program. These resources as well as the networking, mentoring, and the ideas we get from other members is well worth the cost of membership. It more “Thanks in large part to the ‘free’ than pays for itself — several times over. advice we received from PLANET Trailblazers and other PLANET mentors … our annual revenue today tops the $3 million figure, despite Jack McClary Chief Operating Officer the fact the construction market Land Care, Inc. North Las Vegas, Nevada in Las Vegas is down.”

PLANET advantage is sent complimentary to PLANET members build/installation, landscape management, or interior plantscaping and other green industry professionals nationwide. If you are a and are not a PLANET member, call Gail Rogers in the Membership green industry service provider that specializes in lawn care, design/ Department at (800) 395-2522 today.

950 Herndon Parkway • Suite 450 • Herndon, VA 20170 Fax: (703) 736-9668 • Web site: LandcareNetwork.org • E-mail: [email protected] idea File

How do you market company recognition?

John Gachina, CCLP, CLT Steve Clark Awards make for Niche market good internal, requires niche external press marketing

During our 19-year history, Our company is located on we’ve been fortunate to win more than Hilton Head Island where we provide 120 local, state, and national awards. landscape management services to Gachina Landscape Management multiunit properties, property owner participates in landscape awards associations, and resort properties, as programs because we believe it is good for our business and well as design/build support for our customers. We try not to our employees. be all things to all people, and we target a very specific market. We take pride in our achievements, providing quality Because of this, we don’t do much traditional marketing and landscapes, and celebrate our accomplishments in many ways. rely instead on word-of-mouth advertising and being active and At our corporate office in Menlo Park, California, we proudly visible within the community. display awards in the lobby. Employees feel proud when they Hilton Head has a dozen or more gated communities. are recognized for their quality work, and visitors sense our Recently, one of our properties won a community award for commitment to beautiful landscapes. Business development having the best display of color and landscaping at its entrance. initiatives include the marketing of our award-winning We put together a one-page flyer about the award and sent it to properties through brochures, mailings, and tradeshow property managers, landscape architects, and select builders. Our materials. When possible, we like to celebrate our awards with company also won a PLANET Environmental Improvement property owners and employees by taking them to an awards Award this year for residential landscape contracting. We intend luncheon or banquet. to assemble another mailer for this high-profile property. Entering local, state, and national award programs In fact, this particular property was located on a charity- provides our operations team with an opportunity to shine. sponsored garden tour this spring. Our team helped dress up the When we win, we all celebrate. When we enter a property and property for the tour and our landscape designer, Tim Drake, it does not place, it motivates our team to improve the site’s stayed on the property throughout the tour to answer questions quality for the next year. Participation in an award program from tour participants. It is something that he enjoys doing, and also enhances a healthy competition among our four branches, it was good exposure for us. and competition is fun. Our marketing strategy is also given a boost by our Over the years, I’ve been a judge for our state association company’s co-owner, who hosts the “Talk of the Town” television and for PLANET. My experience at these events tells me that show every evening. He doesn’t use the venue as a marketing well-written entries accompanied by professional photography tool, although it certainly helps in the overall branding of stand a better chance of being viewed favorably by judges than our company. those that are less well-written or accompanied by average photography. I think it makes a lasting impression, too, if the Second Nature, LLC first and last slides are awesome. Hilton Head Island, South Carolina Yes, there are costs associated with entering competitions, (843) 842-4494 and preparing entries takes a little time, usually when we seem to [email protected] be the busiest. Yet, we believe the benefits far outweigh the costs.

Gachina Landscape Management Menlo Park, California (650) 853-0400 [email protected]

6 Winter 2007 PLANET ADVANTAGE idea File

Connie Hom, CLP John Gibson, CLT Valuable awards Recognition is transcend an investment landscaping in our people

We market ourselves as an award- Awards and recognition are great winning company and enter every for Swingle Lawn, Tree & Landscape interior landscaping competition that Care and for our clients, but the big- we feel we have a chance to win. We gest return we get is the investment promote awards in press releases, we make in our people. Whether it’s brochures, post cards, presentation material, and virtually all an award we receive for an outstanding property or recognition our communication with clients. Winning interior landscaping we get for doing something for our community, our payback is awards is fun for the company — because we are competitive — through our people. and it gives us added credibility with clients. If it’s an award for a project, the recognition helps In addition to national awards competition such as validate all the hard work that our employees put into it and PLANET’s Environmental Improvement Awards, there are certainly encourages them to perform at the same high level on several landscape-oriented competitions at the state and other projects. Over the years, we’ve also won awards for our local level. Meaningful awards, however, don’t need to have community involvement. In some instances, our employees have a landscaping theme. Our local chamber of commerce offers contributed their time selflessly. Other times, it’s a company-wide several different awards for small companies. An award may effort. Doing something good for the community does more than recognize a company for having great systems and processes in make our employees feel good; it makes them proud to be part of place, or it may single out local companies that are exceptional a company that cares about its community. places to work because they develop their personnel, offer Of course, we cannot afford to support every cause. We excellent training, and so forth. have a budget in mind at the beginning of the year, and align it Trade magazines often have an award competition for with a few parameters. up-and-coming companies and entrepreneurs, and PLANET Some of our more environmentally oriented projects have has a safety award competition. In addition to our portfolio included helping plant trees to spruce up school grounds, applying of landscaping and property awards, we also promote our fertilizer to soccer fields, and pruning trees on historic building company’s accomplishments in the safety, environmental, sites. In an effort to help a neighborhood deal with its grief (an business, and people arena. elderly woman had been killed by a tree that broke from a heavy Our clients are corporations and working with a company snow), we removed the hazardous tree. We won an award for our that excels in all areas is important to them. We say to all of involvement with Wilderness on Wheels, a group that helps make them that we are good at what we do (our landscaping awards parks and other natural areas more accessible to wheel chairs. are proof of that), and we’re a good company overall (our Among other tasks on the site, our employees also pruned trees business awards give us added credibility, there). along planked paths to help facilitate accessibility. Yes, it takes time and energy to enter award competitions, There’s an old saying that what goes around comes around. but we’ve found that winning and promoting a variety of awards I’m not sure that it is absolutely appropriate here. In reality, is well worth the effort. Our business is not all about the work though, when you make an effort to do something above and we do. It’s also about how we do it, and entering and winning beyond your normal day’s work (whether it’s entering a couple competitions in all areas of business is important to us and to of nice-looking projects in a competition or helping out a school our clients. in need) the benefit transcends the obvious. In both cases, your company will receive recognition, and it’s up to you as to how Buckingham Greenery, Inc. you want to market or otherwise publicize the effort. But even Buckingham, Virginia if you do little or no external marketing, your employees will (434) 969-4711 benefit from being recognized for their effort, and that’s well [email protected] worth the investment in time and money.

Swingle Lawn, Tree & Landscape Care Denver, Colorado (303) 337-6200 [email protected]

PLANET ADVANTAGE Winter 2007 7 Blower Exchange Program Clears the Air

STIHL and South Coast Air Quality Management District Partner Again

California’s South Coast Air Quality Management an important step in protecting their health by reducing on the AQMD as a governing board member, pointed District (AQMD) blower exchange program was held their personal exposure to harmful smog-forming to STIHL’s commitment to the environment saying, this past summer in Los Angeles, Orange, Riverside emissions.” “We are very thankful to STIHL for making this event and San Bernardino counties. AQMD exchanged 1,500 According to a recent AQMD news release, the possible. We know there has been a tremendous older, high-emission, backpack leaf blowers for new STIHL BR 500 blower exchanged through AQMD’s commitment to lower noise and emissions from the STIHL Low-Emission Family of STIHL BR 500 models that feature less emissions and program is nearly four times cleaner than the state’s company and as Mayor of one of California’s most Backpack Blowers: low noise. The BR 500 blower manufactured by STIHL standard established for new blowers and is about environmentally sensitive cities, we commend them The BR 500 backpack blower exchanged in the was the only blower that qualiﬁed for the program forDeere 40 times quieter than theA averaged new two-stroke for their efforts in making our city’s air cleaner.” AQMD program is one in a line of low-emission, the second year in a row. The blowers were offered backpack blower. AQMD is the air pollution control agency for low-noise blowers in the STIHL family. While to professional gardeners and landscapers at a deeply Also on hand at the event was Terry Roberts of the Orange County and major portions of Los Angeles, the BR 500 is STIHL’s quietest backpack blower discounted price of $200, a $270 savings off the California Chapter of the American Lung Association San Bernardino and Riverside counties. For more with only 65 dB(A) per ANSI B 175.2, the STIHL suggested retail price of $470. who also thanked the AQMD and STIHL. “We truly information on the efforts of the South Coast Air BR 550 offers substantial blowing power, with a “We are very pleased with the overwhelming live in one of the worst polluted areas of the country, Quality Management District, please go to moderate price tag. The most powerful of STIHL’s participation in the program,” said William Burke, and we’d like to thank those involved in these types of www.aqmd.gov. blower lineup, the BR 600 boasts a large, 64.8 cc Ed.D., governing board chairman of the AQMD, the programs for their hard work in reducing emissions to To learn more about STIHL low-emisson products, displacement engine. agency sponsoring the leaf blower exchange program. help our patients,” she said. or to ﬁnd a STIHL dealer near you, please visit According to 2007 EPA statistics, all three of these “Gardeners did their part not only for clean air, but took Mayor Dennis Yates of Chino, Calif., who also serves www.stihlusa.com models offer the lowest emission levels in their class.

This summer, 1,500 STIHL BR 500 low-emission, low-noise backpack According to a recent AQMD news release, the STIHL BR 500 is almost four blowers were exchanged through the AQMD program. times cleaner than California’s standard established for new blowers. Blower Exchange Program Clears the Air

STIHL and South Coast Air Quality Management District Partner Again

‘It all starts with your employees’

hen Tom Heaviland, CLP, CLT, and in the first year we grossed about $12,000 Company was playing semipro hockey a month.” W in northern Minnesota, own- Today, Heaviland Enterprises, Inc., locat- profile: ing a landscape management company in ed in Vista, California, employs nearly 200 Southern California was the furthest thing people and runs 50 maintenance crews out of Heaviland Enterprises, Inc. from his mind. In 1985, though, when his four locations. The company’s bread and but- Vista, California hockey career came to an end, he purchased ter is providing landscape management ser- a small landscape contracting company with vices to the commercial/industrial market. Founder & President: his father Ron. How does one get from one truck to Tom Heaviland, CLP, CLT “As a hockey player, I was big on heart 50 crews in two decades? “I believe that it and small on talent,” Heaviland laughs. all starts with our employees first,” says Founded: 1985 “When the opportunity arose to purchase Heaviland. “If we invest in our employees, a small company with my dad, I took it. We they will take care of our customers. In fact, Employees: 200 had one truck and a handful of employees, the biggest difference between companies is people, plain and simple.” Service Offering: The philosophical approach to business 100 percent commercial comes across loud and clear in Heaviland landscape management Enterprise’s mission statement, with a message that applies equally to internal and PLANET member for 10 years. external customers, “To understand our customers and deliver delighted satisfaction.”

Internal customers “Providing growth opportunities for your people is one of the best reasons to grow,” Heaviland points out. “Employee needs are straightforward. They want to know that they have a future, and they need to be treated fairly.” Heaviland says his forte and strength are coaching and mentoring his team. Over the years, he has shared his knowledge with managers, and he has brought in training programs designed specifically to help crew leaders set goals, provide excellent customer Heaviland says that landscape manage- service, and build more effective teams. “Our ment is less susceptible to the cyclical crew leaders are a big reason for our success,” housing market than construction is. Heaviland emphasizes. “They’re the ones in the field getting it done for us. It just makes

10 Winter 2007 PLANET ADVANTAGE Tom Heaviland says his role today is to make himself available and listen to what his managers have to tell him. “I think effective company leaders do more coaching, mentoring, and offering support, and less telling and problem solving.”

sense for them and for us to make sure they have the skills to become Tom Heaviland says that being a PLANET member has more proficient at their jobs.” introduced him to some of the brightest minds in the He continues, “Training is costly, but it falls under the big heading industry and opened up numerous personal and profes- of investing in employees. Southwest Airlines is a good example of a sional doors. company that puts an emphasis on its people. They made money while all the other airlines were losing it, and a good part of the reason they to assist those who need to travel back to Mexico for a family emer- were profitable was because they always put their employees first.” gency. It also holds an annual soccer tournament that brings together In addition to providing ongoing training, Heaviland takes care employees from different branch locations. Sodas, snacks, and the of his employees by doing “little things,” such as giving employees a presence of family members helps turn a soccer match into a team- birthday cake on their birthdays. “Our production staff is nearly 100 building exercise. percent Hispanic,” he observes, “and many of them never even had a birthday cake prior to coming to work here. Now, if we happen to External customers forget a birthday, they will quickly remind us.” “Customers are all different,” says Heaviland. “Some could care The company has provided tax services for employees, supple- less about how the turf looks, but weeds in the cracks get to them. The ments the purchase of work boots, and has a bereavement program only way to know what they like and dislike is to ask them, either in person, through a survey, or both. Only then will you know what but- tons to push and which services you should keep, which you should stop, and which you should start.” Heaviland admits he wasn’t always so savvy about running a business. When his father passed away unexpectedly in 1997, he was forced to leave the field operations behind and tackle the business of running a business. “When Dad died, we were operating a $2 million company,” he recalls. “In retrospect, the key was getting me out of the field and getting an operations manager on board. We also brought in strong financial people to help us grow profitably. Dad’s shoes were big ones to fill, and it took several people to fill them. “My role today is to make myself available and listen to what my managers have to tell me. I think effective company leaders do more coaching, mentoring, and offering support, and less telling and Heaviland team leaders (left to right): Bob rogers, problem solving. There’s no doubt that owners have to pay attention Director of New Business; Ernie Pyle, CLP, Director of to what’s going on around them, but it’s equally important to equip Operations; and Mike Atkinson, Director of Operations managers with the right decision-making tools.”

PLANET ADVANTAGE Winter 2007 11 company profile

Heaviland administration team members (left to right): Valerie Casillas, Branch Administrator; Gloria Cortez, Office Manager; Leeann Storino, CLP, Director of Finance and Administration; and Chelzia Diaz, Branch Administrator

having one person refuel all the trucks on Saturday mornings. A similar “singular” approach saves manhours when dumping clippings and debris. “Wasted minutes add up in a hurry when you have 50 crews on the road,” Heaviland relates. “Gas cards and service cards also help managers track and monitor costs.” Heaviland credits PLANET and its legacy group, Heaviland says that he could easily be operating an Associated Landscape Contractors of America (ALCA), HVAC company, plumbing company, or another service with helping him supply these tools. “We joined ALCA company instead of a landscape management company. close to 10 years ago,” he relates. “Being a member intro- “I didn’t have a horticulture background when we started duced me to some of the brightest minds in the industry the company, and I’m the first to admit that there are and opened up numerous personal and professional many, many people in our company who have stronger doors. I had some great mentors, including the likes of skill sets in horticulture than I do,” Heaviland adds. “The Cagwin and Dorwards’s Wayne Richards, CCLP, and point is, this is a business and to be successful, it has to developed many friendships thanks to PLANET. Our be run like a business.” company also participates in a peer group comprised of He is not shy about listening to his employees, either. PLANET members; during our semiannual meetings, A few years ago, they voted on the company’s corporate we share ideas and hold ourselves accountable for goals value system. They voted for five key values — account- we set.” This industry leader also unselfishly gives back ability, respect, trust, teamwork, and communication. “I to the industry by participating in PLANET’s popular don’t think a company can truly be successful unless its Trailblazer program. For several years, now, he has trav- employees buy into its culture,” Heaviland emphasizes. eled across the country to offer a free day of advice to “It probably goes beyond that, too, because if you believe emerging contractors, all in the name of sharing his your employees are your foundation, then they have to experiences and lending a helping hand. assume an active role in shaping the culture.” Similarly, his peer group members share common This perspective has been validated by the company’s experiences, and focus on landscape management for growth and employee loyalty. Five years ago, Heaviland many of the same reasons Heaviland’s company does. Enterprises was awarded the Better Business Bureau Torch “There’s plenty of opportunity providing management Award, given to a company that exhibits exemplary mar- services,” he explains, “and I’ve found that it’s easier to ketplace ethics. “Knowing others recognize that what we take advantage of them when you focus on one market are doing with our employees, our customers, and our sup- and one service. Furthermore, landscape management is pliers is done ethically is a good feeling,” says Heaviland. less susceptible to the cyclical housing market than con- One of his long-range goals is to expand on the struction is.” regional, family-owned business by building a successful Still, he admits that players in this market have to branch model. Growth through acquisition isn’t out of retain a sharp pencil. Although his company doesn’t the question, either. After all, he points out, profitable practice lean management and hold formal kaizen events, growth gives employees more opportunity and one more employees continually look for ways to drive out waste. reason to grow with you. The company recently streamlined its fueling operation,

12 Winter 2007 PLANET ADVANTAGE Deere Ad Feature High-Tech Marketing

Highland Outdoor’s new client center features plasma TVs that scroll award winning projects.

ord-of-mouth, Yellow Pages, radio, Web sites It will either be impressionable enough to newspapers, brochures, and news- “Why should I invest in a Web site that stimulate prospective customers to look you W letters are all tried-and-true forms can be opened by virtually anyone in any place over, or it will it will be a forgettable few of marketing, but some would say they on this planet when my market covers only a seconds of their time. In fact, Web site experts are “out of vogue.” More to the point, old 20-mile radius from my business,” you may say that you have less than 30 seconds to get an marketing strategies may not be delivering ask? The answer is that’s where potential individual’s attention on the Internet.” like they used to because customers simply customers will look for your services. But To ensure that his Web site is doing all rely more on electronic media for gathering just having a presence on the Internet is not it can to keep user attention, Bowers recently information. In fact, if you don’t have a Web enough. “Your Web site needs to be attractively spent over a year updating his. He surveyed site, e-newsletter, or blog and if you don’t take designed and easy to navigate,” says Charlie customers (who had used the current Web site advantage of new technology in other ways, Bowers, president of Garden Gate Landscap- to “shop and call”) and asked them what they you probably are missing out on some good ing, Inc., in Silver Spring, Maryland. “A Web liked and disliked about his company’s current old, new-fashioned marketing. site gives a first impression of your business. site. After collecting the information, he

14 Winter 2007 PLANET ADVANTAGE created and led a team comprised of himself, Dos and don’ts it comes to marketing, however, nothing truly a graphic designer, a Web site programmer, PLANET PR Consultant Vicki Bendure beats building relationships and talking with and a verbiage expert to develop a new site. offers a few additional tips on marketable people in person.” Incorporating technology The group created a “dummy” Web site that Web sites. “Adding links to your Web site in your marketing strategy, she points out, is was posted online, and, by using special increases credibility,” she points out. “Links a way toward that end. software, Bowers observed how people to PLANET, state associations, horticulture navigated the new site. He was able to talk to sites, and other technical and professional Creating a giant network the “user” during the process to get immediate organizations give the impression that a One high-tech challenge is getting people feedback, and the sessions were saved as a company is ‘connected.’ It’s great PR. A site to your Web site. Putting your Web address on video file to share with the entire team. needs to be energetic and updated frequently, customer correspondence, brochures, the sides “You could see every click they made too. In fact, that’s one of the advantages of your trucks, and virtually anyplace it can in real time,” says Bowers. “We were able to of having a Web site. It creates a huge be seen by customers is a requisite. Another identify stumbling blocks and eventually find opportunity to present timely information to approach is to start blogging, says Jeff a common ground on both navigation and customers and potential customers.” Korhan, CLP, chair of PLANET’s marketing content. In the end, we created an online Like Bowers, she also sees value in committee and owner of Treemendous brochure that details our service offering, showing proof of work. “Put up a drawing Landscape Co.® in Plainfield, Illinois. gives proof through illustrations, and explains of a landscape design followed by an image “Blogging is a way to own more real estate how viewers can get started. There is contact of the finished product,” says Bendure. “This on the Internet,” he explains. “Each blog post, information on every page and, equally gives customers an opportunity to see how regardless of length, is a page on the Internet important, no matter where someone is on a design becomes reality. Also, consider that identifies with your company — more pages the site, they are only three clicks away from writing an informative column to help means higher ranking in the search engines.” something they may be looking for.” attract visitors.” Korhan, who now maintains three blogs, Garden Gate launched its new Web site Don’t ignore your competition, she points out that traditional marketing today last winter and received tremendous feed- adds. “Do a competitive analysis to see what can be viewed as the safe “company line” that back and far more leads than ever before, other landscape contractors have included may have little to do with reality. “Today, we Bowers adds. “The best place to start when on their Web sites. But avoid doing what too live in a reality-based society that wants to get thinking about a Web site is with your many companies tend to do while they are to know the real you,” he emphasizes. “People customers. Find out what they want, and then constructing or changing theirs; they post a want to get to know a regular guy or gal with look at a few green industry sites online. If ‘site under construction’ message that only dirt under the fingernails.” you see something you like, give the company frustrates shoppers and other site visitors.” He continues, “Blogging is an online a call and find out who designed its site.” Bendure says that PLANET can help conversation. It doesn’t have to be perfect like He continues, “Before we redesigned our with Web site ideas and assist members in a Web site. A blog is just what’s on your mind site, I read Don’t Make Me Think by usability other marketing areas. “We send out media that is relevant to your target market, and it expert Steve Krug. The author, who operates releases for new members and those who gives readers a glimpse into your personality. a Massachusetts consulting firm, has some become certified. We often send out media For example, a few weeks ago I noticed the great tips about ways to make your site user releases to area newspapers for members temperatures dropped dramatically after friendly. I would advise reading the book, hosting or participating in special events. sundown while I was riding my bicycle in and then hiring a Web design company Members also receive generic templates for a large prairie. The temperatures rose just to construct a site. Short of that, you can find press releases among other helpful tools. When as dramatically when I returned to the Web site building software and templates at several Common Web Site errors Internet locations. Anyway you de- • The site is designed for the company, • The site is glorious and pretty, cide to go, keep in not for the clients. but it hasn’t been designed to mind that effective generate business. Web sites describe • There is no call to action. • Proven marketing tools are not used. what a company • There is little or no use of tags and does, show proof The same things contractors have descriptions that are familiar to your of its work, and used for years, such as testimonials, customers. explain how to get work on Web sites, also. started.

PLANET ADVANTAGE Winter 2007 15 FEATURE

predominantly heat-retaining concrete and Top billing e-mail address is more important than getting asphalt subdivision where I live. I used this Jason Cupp, CLP, CEO, of Highland a phone number.” Still, many of the proven thought to discuss microclimates in the Outdoor in Olathe, Kansas, is a blogger. His marketing principles apply — you have to landscape and how it can affect plant hardiness. company also has a Web site that frequently market in areas where you’re working, and the I have found people connect with these changes to pique customer interest. rule of thumb is that people have to see your unpolished opinions and tips that happen to “We ask clients if they’ve been to our name seven times before they contact you.” coincide with their observations or thinking.” Web site,” Cupp relates. “If they haven’t, our No matter what kind of marketing Korhan goes on to say that your blog administrative staff is trained to walk them strategy you employ, it ultimately comes becomes a mini newspaper that people through it. To help drive viewers to our site, down to building a relationship, Bendure may or may not read. He doesn’t receive an we subscribe to Google AdWords. We simply reiterates. High-tech marketing will pique overwhelming response to his blogs (maybe create an ad and choose keywords that relate to curiosity, generate leads, and get prospects 20 or so, depending on the topic), but those our business. When someone searching Google to your doorstep, but it’s the face-to-face that that do sometimes end up at his Web site. uses one of these words, our ad will appear. We sells the service and project. Until inventors Those that disagree with his opinion are sure are charged anywhere from 5 to 25 cents per can design a robot to replicate your thoughts to write a “letter to the editor.” All of this is click on our ad. Google AdWords allows us and actions, the last marketing mile will be easily tracked by the blogging software. to put a top limit on how much we want to run by a human being who is more apt to “Times are changing,” Korhan spend, and we can regionalize the program so close the deal with a hand shake than a click emphasizes. “Right now, 25 percent of our ads only appear in our target market.” of a mouse. landscaping leads come from the Internet, Highland Outdoor recently began to and that percentage will go up. Blogging will take advantage of a product offered by continue to be part of our Internet strategy, Constant Contact, an e-mail marketing and especially as we learn more about podcasts survey company. The product, a marketing/ and video, and integrate them into our blogs research tool, helps the company manage and Web sites.” its e-mail list and mails out e-newsletters, This landscaping blogger says once you post cards, and other communication for a sign up with a service such as typepad.com flat fee. For roughly $15 a month, Constant or wordpress.com, you can set everything up Contact allows users to send as many e-mails and begin blogging within 10 minutes. These at they want, up to 500 customers. Included services, he explains, give you templates in the price tag are dozens of templates for and step-by-step instructions. The cost of newsletters, post cards, invitations, and other maintaining a blog site is minimal, under communication pieces. If you’re mailing a $100 per year. newsletter, the product will track who opened Says Korhan, “If you’re not blogging, you it, who clicked through to your Web site, and may want to think about how your business who wants to be deleted from the list. There grew in the early stages, probably by word-of- are other benefits, too — all made possible by mouth. Blogs are your words, period.” fast-advancing technology. For a few dollars more, users can increase their e-mail numbers and number of images stored by Constant Tools to help Contact’s server. The images can then be easily inserted into newsletters, post cards, • Web site development: and other pieces. Don’t Make Me Think “It’s almost ridiculous thinking about by Steve Krug how much marketing has changed since we • Blogging: started in business 21 years ago,” says Cupp. typepad.com and wordpress.com “Imagine, we barely had computers back • Attracting site visitors: then, not to mention Internet and e-mail. Yellow Pages used to be an important part of Google AdWords our marketing strategy, and now we only run • Online newsletters/surveys: a branding ad there. And we never dreamed Constant Contact, of having a new client center like we just 1Shopping Cart.com opened. The center features plasma TVs that • Best practices: continually scroll award-winning projects and Professional Landcare Network other work from our portfolio.” (PLANET) LandcareNetwork.org “It certainly is a different world,” adds Garden Gate property photos back PLANET’s Bendure. “Today, getting someone’s up Web site rhetoric with reality.

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EMPLOYEES: How to keep them by Bill Cook

Bill Cook is PLANET’s HR Consultant. He operates a hotline for PLANET members, advising them on a variety of employee- related issues. Bill also speaks about HR issues at PLANET events, and the advice he gives members from his years of expertise often is worth more than the cost of membership.

nemployment in the United States is at that 40 percent of all terminations were • Match/Cross Train people to jobs that fit 4.6 percent, just about the lowest in the related to the supervisor. their abilities, aptitudes, and skills. This is U world! Economic growth has almost • Dead-end jobs. No training or develop- good for the company and the employee. doubled in the past 10 years. The “Employ- ment. People want to be better off next • Train supervisors in good management ment Outlook Survey” of 16,000 companies year than they are now. skills. Knowing how to motivate employ- reported that more than 30 percent of them • Pay inequities. Hiring new untrained ees, how to build teams, how to de- plan to increase their staff size next year. The employees for the same money as exist- velop people, and how to supervise federal government has recently announced ing, experienced employees. productively, humanely, and legally can that it has more than 200, 000 jobs open and is • More money. Although more money is make great improvements at every level starting a major hiring blitz. It is estimated that often cited as the reason for leaving (no of your company. there will be a shortage of 10 million workers one leaves to make less money), people • Don’t be too quick to terminate. All in the U.S. by the end of 2008. Labor short- leave mostly because they no longer want employees need orientation and start-up ages are occurring in almost every industry. to be where they are. time. Most need some guidance and Employees in past generations held two • Employees just don’t feel they belong. coaching. Some need a little special or three “starter jobs” before they settled in Employees who are not engaged and do handling. Don’t set out to terminate for lifelong employment with one employer. not see themselves as significant to the those special-needs employees. Work Employees in some industrial industries still company don’t feel any great desire to stay. with them to achieve the performance do. But today’s employee will change jobs 14 you want. If necessary, give them fair times during his/her working career. Recent What can you do to warning of the consequences. Only when college graduates will change jobs 14 times reduce turnover? you reach a point where you feel that before they reach age 36, and the average After you’ve grown those flowers, don’t let further efforts will be fruitless should employee today will change careers 4 times! someone else pick them. Spend more time rec- you terminate the employment. American employees are a very mobile group. ognizing and rewarding good employees than • Bring employees into the decision-making Someone in your company is likely contem- on keeping marginal performers. Consider: process. Your best ideas can come from plating a move right now. • Exit interviews. Find out from the the people who are closest to the problems. Keeping good employees (retention) is employees’ own words why they are Employees feel more a part of a com- becoming a primary business objective. Los- leaving. Prepare a form with questions pany when they have a hand in shaping it. ing good employees (turnover) is what every- on the employee’s evaluation of benefits, • Recognize success whenever you see it. one is trying to avoid. They’re two sides of pay, supervision, etc. Be brave; ask the Praise in public, criticize in private. the same coin. But what do we know about tough questions. However, individual Help employees succeed by letting them turnover and retention? exit interviews are seldom used to make know clearly what you want and help major changes. You are looking for trends. them if they have problems accomplish- What causes turnover? • Employee surveys. They can be simple or ing that. Offer guidance, coaching, and The main causes for turnover are: complex. At least once a year, and after support. But let them know how they’re • Hiring the wrong people. People who any major company-wide change, find doing. Let them and everyone know are under-qualified, over-qualified, have out what your employees have to say. (For when they succeed. the wrong qualifications, are not matched information on conducting employee • Improve communications. Too many com- up to the job, and hiring people who surveys see the Personnel Notebook’s panies feel the need to keep everything have behavior problems. “Employee Surveys” on PLANET’s Web important a secret. Sometimes that’s be- • Bad supervision. An Illinois study showed site at LandcareNetwork.org.) cause they fear criticism or rejection.

18 Winter 2007 PLANET ADVANTAGE

MEMBER BENEFIT

But employees want to know what’s Get to know your team. Get interested end result. My work is pretty boring with no going on. Most feel left out if they don’t. in them. What do they do when they’re not reason to have any interest in it.” • Cultivate individuality. Employees are not at work? Are they involved in sports, com- If you don’t measure what you’re doing cogs in a wheel. They are not part of a munity activities, scouts, remodeling their you will lose interest in it. Imagine watching mass of humanity or a warm body at basement, or restoring old cars? They’re a a baseball game where there is no scoring, no labor. Each is an individual you have significant part of your life. Don’t you want measurement. It’s just a bunch of guys run- chosen to work with and has chosen to to know who they are? They want people to ning around in circles and chasing a ball. The work with you. Each wants to be seen as know who they are. initial newness wears off in a few minutes, and an intelligent adult as opposed to an Irrelevance. “My work doesn’t really it gets old and boring. But when you know employee. Identify the aptitudes, skills, make a difference to anyone. Whether I’m that it’s the last of the ninth inning, two run- interests, and personality of each. Try to here or not is not really all that important. ners are on base and the next batter has the design the work and assignments that fit Whether I do a good or bad job has no real highest home runs batted in for the last two the individual. impact. I’m just not all that relevant.” seasons … you might be riveted. People who work have to know that what Every job can be measured for results, What can you do to keep they do matters to other human beings. Not quality, effectiveness, timeliness, productivity, good employees? just bringing home a paycheck for the family number of rejects, number of customer com- The processes previously outlined will but in the actual work they do. In some way, plaints, number of positive customer com- be a good guideline. But let’s try to narrow their work has to make a difference in some- ments on survey, and so forth. Find out what this all down to three primary reasons em- one’s life. Take the time to help employees the measurement should be for this job and ployees hate their jobs and what you can do understand that their jobs matter to someone keep track of the numbers, and keep employ- about them. and show them who that someone is. Who is ees informed of the changes. on the receiving end of that employee’s work? Talent is the primary difference between I hate my job because: Is it the customer? Is it the guy on the ship- companies. Capital is more available and Anonymity. “Nobody knows who I am. ping dock? Is it the office manager who gets technology is easier to access. Brainpower I’m anonymous. I’m just one of the grunts his reports, or the driver whose equipment is and skill are your major assets. Keeping good working towards the weekend and payday. being repaired? employees may be the number one way to They don’t know or care about me, my future, Not Measured. “I keep doing the same your future success. my interests, or my problems.” job day-after-day with no difference in the

20 Winter 2007 PLANET ADVANTAGE 7049_PlanetAdvantageAd_A2.qxd 11/20/07 11:21 AM Page 1

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Fueling growth by sharing customers

ompanies with both design/build and landscape Signing up for the program has many other benefits for management operations sometimes bemoan the the customer, Hoffman points out. It is so comprehensive C fact that the two departments lack synergy. All too that clients can consolidate the work being performed by often, the installation department goes one way and land- several (as many as five or six) companies into one easy-to- scape management goes another, leaving potential growth manage relationship. The program includes 25 line items. In and money lying on the table. Instead, wouldn’t it be nice if addition to traditional maintenance services such as mowing, a company could maintain nearly every property it installed pruning, and weeding, crews also provide deer and tick con- or, vice versa, send over an installation crew every time a trol, clean patio furniture, and change light bulbs. They also maintenance customer wanted significant renovation? offer putting green and golf tee maintenance (for residential Mike Hoffman, CLP, president of Hoffman Landscapes clients, not golf courses), fencing and automated gate repair/ in Wilton, Connecticut, has developed a strategy that maintenance, plant health care, perennial care, and container encourages his departments to share customers and growth planting and maintenance, and they take care of just about opportunities. Its foundation is based on awareness, to make any customer request involving the property’s exterior. sure customers understand his company’s full capabilities, Maintenance supervisors have even acted as “keyholders” and on an organizational structure that allows each depart- for customers who winter elsewhere or travel extensively. ment to focus on the work it does best. Currently, about half of our company’s design/build “When a design/build project nears completion, the customers have signed on for this maintenance service. project manager will introduce his customer to a mainte- Hoffman said that percentage could be upwards of 80 per- nance department salesperson,” Hoffman explains. “The cent or 90 percent if the projects were to fall within mainte- salesperson details our full-service landscape management nance’s criteria (e.g., size of job, location, level of service, program and explains how it can protect the customer’s new and so forth). investment in landscaping. He goes on to explain that sign- “When we want them, we get them 90 percent of the ing up for our maintenance program extends the guarantee time,” Hoffman emphasizes. “Sometimes the design/build on new landscape plantings for as long as we maintain department will introduce the maintenance department imme- the property.” diately after its first visit to the property. This occurs when

Growing customers • Introduce design/build customers to • Make landscape management customers your landscape management team. aware of all your service offerings.

• Offer long-term guarantees that require • Stay in touch with customers, new and your company to provide maintenance. old alike.

• Encourage customers to protect their • Offer new service in a timely manner. investment.

22 Winter 2007 PLANET ADVANTAGE Fueling growth by sharing customers

Until Hoffman formed enhancement crews, small design/build projects took a back seat to large pool and patio projects.

the landscape architect knows the design/build work will be approvals and variances, complex estimating, large equip- limited to a small area of the property. It is not uncommon ment, or more than two or three days to complete,” Hoffman for potential design/build customers to sign a maintenance explains. “The design/build group works carefully through agreement before they see their first design concept.” a regimented process. It starts with a client interview about needs, then the group gathers all relevant site information, Clearing a hurdle researches building and conservation codes, and produces a Hoffman’s crews may maintain a property for several design and estimate based on this data. years before customers decide they want a landscape rede- “When the design/build sign or renovation. Again, it comes down to awareness, says group applies this thorough Hoffman. “Nothing hurts me more than to see a long-time process to a small job, it spends “It is not landscape management customer turn to another landscape too much time processing the contractor for an installation project. This doesn’t happen lead. Also, the small project uncommon for very often now, since all our landscape management custom- gets last priority behind larger ers are made aware of our full-service offering. opportunities, and the client potential design/ “We mail to all our maintenance clients, twice a year. waits too long for a response. We tell them about design/build projects we are working As you can imagine, it is dif- build customers to on or have completed, give them design/build brochures, ficult for a landscape architect mention design/build awards we have won, and ask them to focus on a one-day founda- sign a maintenance to keep checking our Web site to see pictures of our tion planting when he has a agreement before latest work.” client banging on his door for He continues, “Three years ago, our biggest hurdle was a $200,000 pool environment. they see their first handling small design/build leads from our maintenance The maintenance department is department in a timely fashion. Small renovation projects espe- better suited for small projects design concept.” cially were put on the back burner until a design/build crew because it is accustomed to could be freed up to complete the work. The lag time reflected estimating on site and can often poorly on our company and jeopardized the relationship our write a simple agreement for the job on the spot.” landscape management crew had with the customer.” Hoffman met the challenge by forming enhancement The hang up involved both crew schedules and the crews to be managed and staffed by maintenance department cumbersome design/build sales process that was being employees. The crews were given broad capabilities — from applied to jobs needing only a simple proposal. “Design/ constructing small masonry and hardscape projects to install- build focuses on projects that require design work, town/city ing trees, shrubs, and other plantings. Adds Hoffman, “The

PLANET ADVANTAGE Winter 2007 23 feature

we performed enhancement work on Saturdays. In this configuration, we were not able to keep “Nothing hurts me more than to see up with the request volume. Only when we a long-time landscape management formed the separate enhancement crews did we see the big jump in our up-sell rate. customer turn to another landscape “Now, the rule-of-thumb is that any project that takes less than three days to com- contractor for an installation project.” plete and doesn’t require the use of heavy equipment or design capability will be directed to an — Mike Hoffman, CLP enhancement crew. The gap that was in our business model has been filled. Our maintenance department has an up-sell rate of over 60 percent (for every $1,000,000 in maintenance contract work we expect to sell over $600,000 in enhancement work), with most of the work performed for our existing client base.” In the meantime, Hoffman says he stays in touch with past design/build customers to see if they need landscape upgrades, maintenance services, or another phase of the work completed. “There’s always a next phase,” he adds. Upgrading customers, selling customers another service, and mining old leads are all part of the company’s ongoing growth strategy. As Hoffman points out, growth is a requi- foremen who run these crews are some of the most versatile site if companies are to provide new opportunities for their and knowledgeable in the company. They float back and employees, and what better way to grow than to expand on forth between maintenance work and small projects. And relationships you have with current customers. unlike the design/build crews, the enhancement crews are accustomed to completing several jobs a day. The maintenance department can often estimate and install before the design/build group can meet to talk about it.” Forming enhancement crews had other side benefits. Says Hoffman, “These crews also perform some of the more complicated maintenance tasks such as pruning, fertilizing, and perennial-garden maintenance. You need to have knowledgeable people do this work, but you can’t hire someone just to prune and fertilize because these tasks only cover about 25 percent of the season. How do you retain talented people like this if they have to mow and pull weeds for the other 75 percent of the season? The answer is finding enhancement work for them, and many times they end up working on the same properties, for the same clients. “There’s another benefit, too. When we first identified the need to have the maintenance department perform the small jobs, we relied on our existing maintenance crews to Enhancement crews were given broad capabili- do the work. As you can imagine, they had limited capacity ties from constructing small masonry projects because they were already committed to contract work. So, to installing trees, shrubs and other plantings.

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Student Career Days Central March 27–30, 2008 North Metro Technical College/ Renaissance Waverly Hotel / Certification Exams — Atlanta, Georgia Now Offered Through Celebrate more than 30 years of successful Student Computer Testing Centers PLANET’s Certified Landscape Technician- Career Days (SCD) by joining PLANET and the Interior(CLT-I), Certified Turf Professional-Cool Season event’s platinum sponsor, STIHL Inc., at North Metro Lawns (CTP-CSL), and Certified Ornamental Landscape Technical College. In addition to the competitive events, Professional (COLP) certification exams are now being PLANET’s SCD offers future green industry employees offered in LaserGrade computer-based testing centers. the opportunity to network with potential employers Sit for a certification exam based on your schedule and and provides a forum for businesses to recruit tomorrow’s location. Testing fees include PLANET’s registration talent. Visit studentcareerdays.org. fee and a LaserGrade testing center usage fee. For more information, contact PLANET at (800) 395-2522 or visit the Certification section of LandcareNetwork.org. Introducing PLANET’s New Publications PLANETcareers.org Improve your business with the following new green — Now Online industry resources: This interactive job board is designed as an • Preventing Pain & Injury in the Green Industry — easy-to-use and highly targeted resource to help Simple Safety Policies and Training Plans CD PLANET members and the green industry make • The Principles of Pruning Ornamental Trees & online employment connections. All green industry Shrubs DVD companies can use PLANETcareers.org to reach • Employee Compensation Report for the qualified candidates based on specific job criteria Green Industry and to create an online résumé agent to e-mail • Guide to Growing a Successful Lawn Care Business qualified candidates daily. For job seekers, • Crystal Ball Report #27 — Time Is the Currency PLANETcareers.org is a free service that provides of the Future Visit the PLANET Bookstore at LandcareNetwork.org access to employers and jobs in the green industry. or call (800) 293-5542. Dealers Can Now Visit PLANETcareers.org today. Become PLANET Members By becoming members, dealers will — • Receive industry-specific information on business For more information about any of PLANET’s services: planning. • Gain instant credibility and respect for supporting Phone: (800) 395-2522 the industry. Executive Forum Fax: (703) 736-9668 • Be part of the business decision-making cycle. February 14–17, 2008 Web site: LandcareNetwork.org In addition, dealer members receive unparalleled Radisson Fort McDowell Resort & Casino E-mail: [email protected] networking opportunities, member discounts on an Scottsdale/Fountain Hills, Arizona array of programs and products, and free listings on Join PLANET and its Executive Forum Strategic Or return this issue’s response card the PLANET Web site and in the Who’s Who buyer’s Partner, Husqvarna, at the 2008 Executive Forum, guide. Visit LandcareNetwork.org or call the PLANET “The Power to Perform for the Successful Executive.” office at (800) 395-2522. • Connect with industry leaders to share best practices. • Gain valuable knowledge on hot topics and business issues. Early-bird deadline is January 16, 2008. Register today at LandcareNetwork.org. Attend Executive Forum and receive two education points toward renewing your PLANET certification. 26 Winter 2007 PLANET ADVANTAGE Central Please send to: PRSRT STD P.O. Box 47 U.S. Postage Fort Atkinson, WI 53538-0047 PAID Lebanon Junction, Change Service Requested KY Permit #246

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