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MEDIA JSS J How to stand out in a world filled with shrinking attention spans, status updates and mobile overload. m i m i î
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INSIDE: Changes at TruGreen LandCare, pg. 12 Creative financing, pg. 80 2011 Profit Booster, pg. 109 You get the picture
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INTERVIEW 56 25 years and growing ^ U.S. Lawns President Ken Hutcheson mocm reflects on a quarter century of growth, and how he'll triple the company's revenue. aM A COVER STORY 58 Social media and you O - ? Si Some of the green industry's best social media practitioners lend their J£32U advice on how companies can use Cover social media effectively. How to stand out in a world filled story with shrinking attention spans, FORMULAS FOR SUCCESS 58 status updates and mobile overload. 66 Social scene ft) Landscape professionals share how they use social media to build their brands, capture leads and nurture relationships.
76 Business bookshelf: "Outliers: ^ The Story of Success" 80 Lending outside the box 10(> Be a coach, not a boss \ Malcolm Gladwell provides a blueprint The tough economy has made room Modern workers require supervisors to on how to succeed. for some unique capital opportunities. rethink how they conduct business.
78 A garden showcase ro v 84 Selling lies ^Jf J 120 Properly tracking * Jacobsen Landscape turned a former John Wingfield needed a salesperson. employee hours garden center into a free meeting What he got was a headache and a Time sheet procedures and space for local groups - and a subtle valuable lesson. documentation can keep landscapers sales pitch. from being sued. 88 Structure in the garden Look for these new flowers and 122 Run a successful property On the shrubs that will help your customers management service (C) add shape and form to the landscape. Property management can be a ON ROAD steady revenue stream. 90 The safe side fg. 22 PLANET hosts Safety and training case studies 12; Brown patch — Student Career Days * shared at GIE+EXPO highlight the Proper mowing and irrigation The 35th annual event brought importance of documenting policies. techniques can ensure lawns stay together students from 60 colleges. splotch free. 98 Fungicides _ ro & 26 Valent battles chinch bugs ? Learn how to upsell fungicides, how 12 Fighting grubs — c The bugs are becoming little they reach professionals and how to To prevent a grub-infested lawn, it's fighters, but Valent has a new way be less reliant on them. important to know the symptoms and to knock them out. control options. MAY 2011 A GIE MEDIA PUBLICATION | VOLUME 32, NUMBER 5
A garden showcase 78 Selling lies 84 Leadership Lessons: Tom Fochtman 130
Departments 2011 PROFIT Irrigation Guide 8 Online Contents BOOSTER 10 Editor's Insight 3 Surviving drought 12 News 11(1 Holiday lighting How to ensure landscapes 31 Good Works Your customers'spending spirit can serve as are prepared for, prevail 32 Research a profitable present to your bottom line. through and recover from 34 Ask the Experts water-deficient times. 36 New Products 112 llar
9 Top products 11H Kclging An investment in integrity. See what's making a splash in the irrigation industry. Scan to win Research 32 an ¡Pad 2
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Design/build Equipment Irrigation Lawn Care Management Marketing/Sales Money Online Extra Personnel/HR Plants Video 0° è _ (0 $ *2 4 B. LAWN & LANDSCAPE (ISSN 1046-154X) is published monthly. Copyright 2011 GIE Media. Inc. 4020 Kinross Lakes Parkway. #201. Richfield. OH 44286. All rights reserved. No part of this publication may be reproduced or transmitted by any means without written permission from the publisher. Single copy rate: $5.00 One year subscription rates. $30 in the United States. $35 in Canada and $98 in other foreign countries. One year foreign airmail rate: $218. Two year subscription rate: $42. Subscriptions and classified advertising should be addressed to the Richfield office. Periodicals postage paid at Richfield. Ohio, and additional mailing offices. Postmaster send changes to LAWN & LANDSCAPE. 4020 Kinross Lakes Pkwy, Suite 201. Richfield. OH 44286. Canada Post: Publications Mail Agreement #40612608. Canada Returns to be sent to Bleuchip International. PO Bo* 25542, London. ON N6C 6B2. BUILT TO BE TRUCK OF THE DAY. ENDED UP TRUCK OF THE YEAR. MOTOR TREND'S 2011 TRUCK OF THE YEAR: NEW SILVERADO HEAVY-DUTY Learn more at chevy.com/NewSilveradoHD STRONG- 21,700 LBS. OF MAX.TOWING1 STURDY- 6,635 LBS. OF PAYLOAD CAPACITY2 SECURE- CONFIDENT TRAILERING
Shown: New 2011 Chevy Silverado 3500HD Crew Cab with available Duramax 6.6 L Turbo-Diesel V8 engine with 21,100 lbs. max. towing and 5,122 lbs. max. payload. I Requires fifth-wheel trailer hitch and Regular Cab model. Maximum trailer weight ratings are calculated assuming a properly equipped base vehicle, plus driver for additional details. 2 Requires a Regular Cab model and gas engine. Maximum payload capacity includes weight of driver, passengers, optional equipment and cargo. Allison is a registered trademark of Allison Transmission, Inc. The marks of General Motors, its divisions, slogans, emblems, vehicle model names, vehicle body designs and other marks appearing in this advertisement are the trademarksand/or service marks of General Motors, its subsidiaries, affiliates or licensors. ©2011 General Motors. All rights reserved. Buckle up, America! ONLINE Contents
Check out what's now online from Lawn & Landscape.
Lawn & Landscape editor Chuck Bowen is skipping lakiatapc summer and looking to fall. We think he's crazy, T but who can blame a guy who's jonesing for the GIE+EXPO and GIC shows. Read his post about why he likes them taking place in Louisville, Ky. Rooting out the causes The latest bit.ly/llblog Grow Show podcast has This month we have the Harvest some fun with creative Group dis- commercials and get cussing the serious about a New reasons for a Jersey landscaper who low gross margin, needs your help. http:// bit. ly/ Igmgrowshow
Check out Lawn & Landscape's coverage of the California Spring Trials For all the video interviews, visit www.lawnandlandscape.com/cst Eye catching Controlled chaos Best of both worlds Benary's Big Red begonia made Dummen's new Dahlia XXL This plant will thrive in the sun one landscaper slam on the series won't get too wild in the and the shade, and is great in brakes and make a purchase, landscape. the landscape, twitter http:// bit. ly/ eyecatch i ng http://bit.ly/xxldummen http:// b it. ly/ bestboth wo rids TOP TWEETS Some stories ourTweeps liked:
FACEBOOK CONTEST PROVIDES VALUABLE Outside the industry LESSON FOR LANDSCAPER Here are some stories beyond the green industry that have universal business lessons. http://bit.ly/uglylandscape Social skills Start me up Avoid becoming the Businessinsider.com has some According to Patch.com, next GoDaddy GREEN ROOF INDUSTRY GREW tips about what to do first when business owners in one Ohio city This article from Reuters BY 28.5 PERCENT IN 2010 diving into social media. want to make the area friendlier reminds small business owners http://bit.ly/roofgreen http://read.bi/socialmediadive for entrepreneurs. What's even they should think twice before better is that you can do the posting something to social same for your town. media accounts. http://bit.ly/upstartme http://reut.rs/godaddysm WHOOPS! Maybe it was the smell of spring, or maybe it was March Madness, but we were off our game and sent you to the wrong place in our March issue. A link to a blog post about John Jantsch of Duct Tape Marketing and his approach to small-business marketing was incorrect. Here's the correct one. http://bit.ly/ductmarket Without the need for annual re-application, Pinnacle Rubber Mulch costs 65 % less than wood mulch. Natural coloring lasts at least 12 years Resists floating and blowing away Will not attract insects or animals Does not compress or rapidly decay
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s you look through this month's try i-nigma.com, which An objective and well-thought- Aissue, you'll see these strange little works well on multiple boxes scattered on the pages. phones. You'll need them out strategy allows you to focus They're QR codes, and they're the to access the exclusive only on what's important and ignore latest way you can interact with Lawn content that lies behind what is not." - Chris Heiler & Landscape. You can use your phone's all these boxes. app store to find an application to scan Oh, and one of these boxes lets you The question isn't meant to suggest the codes. I use one called ScanLife enter into a drawing for an iPad 2. social media isn't important - it is. For for my BlackBerry, but you could also Our cover story this month focuses example: Almost 600 million people on social media, and we've tried to give use Facebook every month. Most of you a little bit of everything when it them are women. Seventy-two percent comes to using things like Facebook, of them are between 25 and 54. A ma- Twitter and blogs. There are prim- jority of the site's visitors - 67 percent ers on how to use the most popular - make more than $50,000 a year; a platforms for your business, a guide third earn more than $75,000 a year. to using QR codes effectively and an Chances are, some of those folks are essay from Chris Heiler on the most your customers - or could be. If you can important question you should ask harness the power of these new tools yourself when it comes to social me- and use them effectively, you'll be on dia: What's the point? your way to more business and happier "An objective and well-thought-out customers. So turn to page 58 and let's strategy allows you to focus only on get started. - Chuck Bowen what's important and ignore what is not," Heiler writes. "So, why are you To see our QR codes in action and on Linkedln? Why did you create a learn more about how they work, visit www.lawnandlandscape.com and Facebook page for your business? Why search "QR video." f 4§21 did you start a blog?" I
Gl See my video blog at www.lawnandlandscape.com.
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EDITORIAL SALES CORPORATE CHUCK BOWEN EDITOR AND ASSOCIATE [email protected] DAVID SZY MATIONAL SALES MANAGER [email protected] RICHARD FOSTER EO BRIAN HORN tOCMTE EDITOR [email protected] DAN HEBERLEIN COUNT MANAGER [email protected] CHRIS FOSTER RLI NT&O CAROLYN LaWELL ASSOCIATE EDNOR [email protected] JAMIE LEWIS ACCOUNT MANAGER [email protected] DAN MORELAND MARTY GRUNDER GRUNDER LANDSCAPING CO.. MARTY GRUNDER MC [email protected] SEAN MAURATH I ( JNT MAN • R [email protected] JIM KEEFE JIM HUSTON R. HUSTON ENTERPRISES [email protected] AMEE ROBBINS ACCOUNT MANAGER 616 Marine Ave. Manhattan Beach. Calif. ANDREA VAGAS JEFFKORHAN [email protected] 90266 PH: 310-465-6060 FX: 866-857-5442 [email protected] MARIA MILLER INFERENCE MANAGER JOHN OSSA IRRIGATION [email protected] IRENE SWEENEY MARKETPLACE PRODUCT MANAGER [email protected] MELODY BERENDT DIRECTOR. CIRCULATION HEATHER TUNSTALL WEB CONTENT MANACI R [email protected] BONNIE VELIKONYA CLASSIFIED ADVERTISING SALES [email protected] HELEN DUERR MRECTOR. PRODUCTION CHRISTINA HACKEL WEB CONTENT EDITOR [email protected] HEIDI CLEVINGER ADVERTISING PRODUCTION COORDINATOR [email protected] KELLY ANTAL DIRECTOR. ACCOUNTING JODL SHIPLEY ARKETCOORDINAR [email protected] KEVIN GILBRIDE
LAWN & LANDSCAPE MARKET INSIGHT COUNCIL BILL ARMAN The Harvest Group. Cota de Caza, Calif.; ANDREW BLANCHFORD. Blanchford Landscape Contractors. Bozeman, Mont.: KURT BLAND. Bland Landscaping, Apex. N.C.: JENNIFER BUCK. Next Level Network, Baltimore; JOECIALONE. industry nursery consultant. Boynton Beach. Fla.; TOMDELANEY. PLANET. Lilburn, Ga.; CHRIS ECKL. ValleyCrest Tree Care Services, Atlanta; TOMFOCHTMAN, CoCal Landscape. Denver; BENTON FORET. Chackbay Nursery & Landscaping/Foret Land and Tree. Thibodaux, La.; BOBGROVER. Pacific Landscape Management. Hillsboro, Ore. MARTY GRÜNDER, Grunder Landscaping and Marty Gründer Inc.. Miamisburg. Ohio; RICHARD HELLER. Greener by Design. Pelham. N.Y. TOM HEAVILAND. Heaviland Enterprises. Vista. Calif.; JIM HUSTON. J R. Huston Enterprises. Englewood. Colo.: JEFFREY JOHNS. Coastal Greenery, Brunswick. Ga.; BRENT MECHAM. Irrigation Association, Falls Church. Va.; DALEMICETIC. ISS Grounds Control, Phoenix; CHRIS & MATT NOON. Noon Landscape. Hudson. Mass.; TODD REINHART. Reinhart Grounds. Maintenance/Weed Man. Bloomington, III.: CHAD STERN. Mowing & More. Chevy Chase. Md. BOB WADE, Wade Landscape and CLCA. Newport Beach. Calif. Nothing puts you in control of sedges like Dismiss* herbicides. Professionals across the country who selected Dismiss* herbicides for their sedge control last year have been amazed by the fast visible results they achieved. But they're also experiencing an exciting and unexpected difference this season: a significant reduction in new sedge populations.
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Always read and follow label directions. FMC and Dismiss are trademarks of FMC Corporation. ©2011 FMC Corporation. Allrights reserved. www.lawnandlandscape.com/readerservice - #13 TruGreen LandCare will be sold Scottsto remove MEMPHIS, Tenn. - The green companies - acquired a dozen ServiceMaster's total revenue, phosphorus from industry's first national land- landscape firms, but never and employs 4,200 people in fertilizer scape firm, created 12 years realized the same gains on the 60 branches across 38 states. ago in an unprecedented and maintenance and construction ServiceMaster said the deal MARYSVILLE, Ohio - The Scotts high-value merger, will be sold side of the business. would have no impact on its Miracle-Gro Co. has launched a at a fire-sale price to a private When combined, TruGreen lawn care division, TruGreen course that will remove phosphorus equity firm. and LandCare USA had LawnCare. The TruGreen Cos., from its ScottsMiracle-Gro's lawn Aurora Resurgence, part of revenue of more than $400 which include both the lawn fertilizers, which includes the a $2 billion Los Angeles-based million, but ServiceMaster care and landscape divisions, brands Scotts and Turf Builder. investment firm, should close struggled to integrate its many was listed as the largest green The company also will increase industry company on Lawn & on its purchase of TruGreen acquisitions into a cohesive its research and development Landscape's 2010 Top 100 list LandCare by April 30. The deal business, and the LandCare on nitrogen use in lawn fertilizer with revenue of $1.3 billion. has Aurora buying ServiceMas- division has in recent years lost products. value. From 2008 to 2010, ter's landscape division for $38 Stephen Donly, president The company began reducing revenue dropped $78 million, million - a fraction of the $250 of TruGreen, said the sale will phosphorus in its lawn food to $238 million. million ServiceMaster paid for create significant opportunities products in 2006. The next step is it in 1999. Last year, TruGreen Land- for his company. "In the past, to remove phosphorus from lawn ServiceMaster, TruGreen Care reported a 9 percent drop certain important customers fertilizers by 2012. Phosphorus will LandCare's parent company, in revenue. In 2009, the com- may have viewed TruGreen as remain in starter fertilizers because a competitor since LandCare bought LandCare USA amid pany posted revenue of $262 the nutrient is essential to the initial was a sister company," Donly a period of heavy merger and million and $316 million in root development of grass and it said. "This is no longer an issue acquisition activity for the 2008. The landscape division will remain in the organic lawn food for us.- Chuck Bowen green industry, and less than makes up about 7 percent of lines, the company said. a year after the newly formed The exploration of nitrogen company went public. WANT MORE? To continue reading this story, including more technology will begin immediately. During that timeframe, Tru- on TruGreen LandCare, visit online bit.ly/TruGreenLandCare. The decisions come after Green - which had seen major Also, look for Lawn & Landscape's June issue for an update Scotts Miracle-Gro Co. concluded success in turning around on what the acquisition means for the industry. (^ 1 that most lawns can flourish underperforming lawn care without supplemental phosphorus applications, the company said. The recent announcement is part of an initiative to improve OPEI petitions EPA to mandate E-10 availability water quality and conservation WASHINGTON - The Out- Allowing E-15 in the mar- antee for some time that if in the United States and door Power and Equipment ketplace could displace we're transitioning to a new includes investment in consumer communication. Institute and a coalition E-10, allowing people to fuel, that an old fuel for old "We want to provide consumers of small engine groups misfuel or have no choice products, including older with the tools they need to create has petitioned the U.S. but to misfuel, said Kris cars, is still available." the lawn and garden they want Environmental Protection Kiser, executive vice presi- Whether or not the EPA while also being stewards of the environment," said Jim Hagedorn, Agency to mandate that dent of OPEI. takes up the petition is at its chairman and CEO of Scotts Miracle- E-10 remain available at the "The infrastructure for own discretion. Gro Co. gas pump once E-15 hits the retail is such that you're not The EPA is expected by The consumer information fuel market. likely to see (both) early June to rule on what proposal incorporates water quality and conservation messaging in E-15 has been ap- E-10 and E-15 offered the label at the pump would advertising, dedicated websites and proved for flexible- at standard retail op- look like and say to deter other digital outreach tools, as well fuel vehicles, along erations," Kiser said. consumers from misfuel- as funding for education outreach with cars, light-du- "There is a likelihood ing, Kiser said. But OPEI efforts with environmental partners and local organizations. ty trucks and SUVs Kjger that a retailer might doesn't think a label will do made after 2001. be able to make more much good. However it cannot be used money on a higher-content "One of the challenges What do you think? in off-road equipment like ethanol fuel, there's less once this fuel becomes Do you think using a product lawnmowers, snowblowers energy in it so they might available - and it's one of without phosphorus will get and chainsaws. be able to make a little the debates - is a label on you the same result? Tell us what you think. Email Moreover, if it is used in more money selling it. If the pump adequate enough your thoughts to Associate those types of equipment, it there's an incentive there, to inform the consumer. Publisher and Editor Chuck could cause serious damage they might not sell E-10. We don't believe it is," Bowen at [email protected]. to the machine. We're just trying to guar- Kiser said. "It's just not VOICE ACTIVATED
For more than five years, customers like Dennis Allendorf, Randy Gill, Jerry Dallman, Tim McComish, and Brad Jorgensen worked alongside our engineering team to QL JOHN DEERE design the D-Series. Along the way, their words and ideas were documented, studied, and transformed into our most productive skid steers yet. From the fuel- saving, noise-reducing auto-idle feature, to a simple switch that allows you to easily shift control patterns, to a host of outstanding comfort upgrades, their words are echoed throughout the entire machine. See how their voice was our command at your John Deere dealer or our website.
YOU'RE ON.™ www.JohnDeere.com/YoureOn how we work in this coun- should focus more on sup- our stuff," Kiser says. "Again, gence herbi- try. People mostly base their porting blender pumps at re- we can design a product, cide controls fuel purchasing decisions on tail stations. The pumps give but we know there will be a 46 broadleaf price. What goes in the car consumers options to choose problem with existing equip- weeds and un- goes in the can. So you might from multiple blends. ment on E-15. And ethanol desired grasses legally fuel your car but if OPEI, auto groups, engine damage is irreversible, so in most cool- you put that fuel in a can groups and the food indus- we very much need the land- season turf types. It can be for your non-road products, try have lawsuits pending scapes to understand if this used during bare-ground your generator or landscape against the waiver to intro- fuel does become widely renovation seeding and se- equipment, then you'll mis- duce E-15. Still, that might available do not use it in lective overseeding. fuel the product." not stop it from entering the products for which it is not "Tenacity provides a Tom Buis, CEO of Growth market, Kiser said. approved." - Carolyn LaWell unique tool for professional Energy, which along with E-15 has been approved by lawn care operators," said 54 ethanol manufacturers the EPA. Once registration of Tenacity approved for Pat Willenbrock, Syngenta started the waver for E-15, the fuel is finalized, possibly residential lawns brand manager. "Not only told EthanolProducer.com this summer, it will be avail- does it deliver pre- and post- that organizations like OPEI able for gas stations to sell. GREENSBORO, N.C. - Syn- emergence control of tough Kiser cautions contractors genta's Tenacity herbicide broadleaf and grassy weeds, stay informed on these issues has received registration but it can also be used at Want more Lawn | & Landscape as new fuels become available from the U.S. Environmental seeding to ensure new lawns news? Sign up for and manufacturers catch up Protection Agency for use on flourish instead of competing our five different e-newsletters. with requirements. residential lawns. with weeds." "We know the effects on The pre- and post-emer- Tenacity was granted re-
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www.lawnandlandscape.com/readerservice - #17 KohlerEngines.com NATIONAL STRENGTH • LOCAL COMMITMENT NEWS/// U.S. LAWNS Commercial Landscape Management at its best Fund and compete side by Water Conference side with their friends and slated for July colleagues to see who could score the most baskets in FALLS CHURCH, Va. - The THINKING ABOUT a minute. Everyone who Irrigation Association and participated had their name the American Society of BECOMING A entered into a drawing. Jon Irrigation Consultants will BUSINESS OWNER? Cole of Kohler Landscape partner to present the 2011 Co., Kohler, Wis., was the Water Conference July 21-22 lucky winner. in Broomfield, Colo. We can help. More than 35 seminars The third annual confer- We start with you. We stay with you. covered topics for everyone ence, titled "Water for the in the green industry. Six Future: The Role of Smart different educational tracks Irrigation," is meant to bring ran simultaneously to meet together experts and leaders Our Franchise Support Team the needs of landscape con- from business, government has over 260 years of tractors, lawn care operators, and academia to debate wa- combined commercial landscape golf course superintendents, ter and environmental issues, sports turf managers, equip- as well as the industry's role industry experience ment mechanics and irriga- in providing solutions. to assist you with tion contractors. "Ultimately, this confer- business & industry knowledge. Fred Yelverton of North ence aims to unify our indus- Carolina State University try professionals in order to informed lawn maintenance pursue more efficient water professionals about new and use in irrigation. ASIC's innovative weed control partnership is a welcome technology as he reviewed a step toward that unity," said variety of products. Deborah Hamlin, IA execu- Keeping watergardens in tive director. than cutting grass. balance was discussed by Confirmed speakers in- Scott Rhodes of Aquascape. clude: Dr. Peter Williams, He pointed out that under- chief technology officer, Big INVEST standing the ecosystem of a Green Innovations Division, IN YOUR pond is the first step in keep- IBM; Liz Gardener, suburban ing them looking their best. conservation coordinator, FUTURE Learning to be proactive with Denver Water; Scott Slater, BECOME A YOUR a natural water treatment shareholder, Brownstein FRANCHISE SUCCESS regime and solving periodic Hyatt Farber Schreck, LLP, OWNER is everything to problems that may arise are and Jeff Bruce, Jeffrey L. WITH also key, he said. Bruce & Co. U.S. LAWNS US The new trend of using IP Mßm LED technology for land- scape lighting was explored Conference details mr during a talk by Darin Ayers Who: Irrigation Association of FX Luminaire. and American Society of Irrigation Consultants Reinders has hosted the What: 2011 Water conference and tradeshow Conference every other year since 1973. When: July 21-22 It brings together national Where: Broomfield, Colo. Why: Discuss water issues speakers and industry profes- and the industry's role in sionals and manufacturers. providing solutions. 1-866-781-4875 The next show will be held Registration: irrigation.org [email protected] March 13-14, 2013. www.uslawns.com/franchise CUSTOMERS WANT A SUPERIOR GRUB PRODUCT DESIGNED WITH THE ENVIRONMENT IN MIND. AND
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Evolve your business with DuPont Acelepryn/ the latest advancement in grub control. One application provides unparalleled performance against every turf-damaging white grub species as well as key surface feeders.The Acelepryn Application Advantage delivers timing that fits every grub preventative treatment program. Acelepryn also provides effective control of key insect pests infesting landscape ornamentals. And, Acelepryn is the first and only grub control product to be granted reduced-risk status by the U.S. EPA for application to turfgrass. Customers will appreciate the excellent environmental profile and the exceptional performance of Acelepryn, while you'll benefit from a reduced number of costly callbacks. DuPont" Acelepryn." Start an evolution.
Always read and follow the label The DuPont Oval Logo. DuPont." The miracles of science" and Aceleprynare trademarks or mm> registered trademarks of DuPont or its affiliates. Copyright (£> 2010 E. I. du Pont de Nemours and Company. All rights reserved. The miracles of science " PLANET hosts Student
Career Days At Student Career Days, students, faculty and industry professionals partook in learning and some fun.
The 35th annual event tendees, 875 of which were students, to show school pride. For audience brought together students according to PLANET. engagement and creativity during the from 60 colleges. The event started with a day full of roll call, the spirit award and winner of learning from industry experts. The $1,000 from John Deere was Niagara Parks Commission School of Horticul- By Carolyn La Well workshops and seminars covered ev- erything from leadership lessons and ture, which only had three students in JOLIET, III. - College students from 60 repairing small engines to irrigation attendance. schools throughout the United States installation and landscape design. Garret Van Santen, a student from and Canada converged on Joliet Junior Day two started with an opening the Canadian school, said attending the College in mid-March to learn, net- ceremony, which included a roll call PLANET event opens up connections work and compete against each other where each school stood up and chanted and opportunities for students. in industry-related events. th PLANETs 35 Annual Student Career For video interviews with students and industry professionals who attended this year's Days was held from March 17-20 in the event, visit www.lawnandlandscape.com and search "Student Career Days." Chicago suburb and attracted 1,250 at- Insecticides Fungicides Fertilizers Bactericides Herbicide Deflowering Agent Tree Tech0 microinjection system» 950 SE 215th Ave. Morriston, FL 32668 1-800-622-2831 e-mail: [email protected] Tret T«b" invironmenlolly Sound Tret HeoNti (ore lor the 21st century end beyond. Labels, MSDS Sheets and Other information Available at www.treetech.net HOOK, UNE AND LOADER' Reel in Our Spring Loader Promotion Today! From now until June 30, you can get a FREE Loader, on selected models with the purchase of a new TYM Tractor Ranging from 23-100 Horsepower Tractors, with the Industry's Best 5-Year Warranty, TYM is a prize catch! And never more so than now, with this Free Loader dangling on the line. www.lawnandlandscape.com/readerservice - #21 Every TYM is a keeper! Catch the deal of the year with TYM Tractors' new loader promotion! If you're casting about for the best prize out there, TYM im is hook, line and loader above the rest! TRACTORS For More Information, or to Find a Dealer Near You, Visit Us at www.tym-tractors.com Student Career Days an atmosphere of teamwork and learn- Overall Results By School: also included a career ing," he said. 1. Brigham Young University - Provo fair, which brought The competitions, which are based on 2. Michigan State University ;I"manufacturers, sup- information learned on day one, allow 3. Brigham Young University - Idaho iiiXI pliers and landscaping students and ultimately, schools to go 4. Chattahoochee Technical College 5. University Of Georgia More photos of businesses in the indus- head to head. this year's event 6. Penn State try to interview students A final highlight was a keynote pre- 7. Virginia Tech and offer internships and jobs. sentation by Judy Guido, chairwoman 8. Colorado State University Paul Hutcheson, a senior at Virginia and founder of Guido & Associates. Her 9. Columbus State Community College 10. Mississippi State University Tech, is in the process of opening his message: personal branding. own garden center. He said he found the A personal brand is two things, Guido Overall Results By Student: career fair helpful because he was able to said. One, it is name awareness: How 1. Kevin Whitaker, University of Georgia network and make three or four industry many people know who you are? And 2. Alex Casillas. Cal Poly - Pomona connections he could see turning into second, it's reputation: What do others 3. Dallas Gustafson. Colorado State business or mentoring relationships. think about you? University 4. Humzah Khraim, Chattahoochee "Even though I'm not looking for a job, "Life is not about finding yourself, it's Technical College I enjoyed the career fair," he said. about creating yourself," Guido said. 5. Andy Klittich, Cal Poly - San Luis Obispo Attending his first Student Career The 36th Annual Student Career Days 6. Laurence Claiborne, Farmingdale State Days, Hutcheson said he was looking will be held at Kansas State University in College 7. Jeff Hillman, Cal Poly - San Luis Obispo L&L forward to the competitive aspect of Manhattan, Kan., March 22-25,2012. 8. Morgan Castellow, University of Georgia the event. 9. Nathan Bynum, Hinds Community College "I like competing in different events The author is an associate editor at Lawn & 10. Robert Levar. Illinois State University that aren't purely competitive, but have Landscape. She can be reached at [email protected]. BUY * SELL * TRADE Searching for the BEST spreader sprayer? ReDiscover permaT'-'-'- You'll love the 2011 Triumph - how it handles hills, its gentle granular agitation, its reliability and, of course, how much more money you'll make riding it... or we'll buy it back! The ONLY classifieds site dedicated to the Landscaping and Snow Removal industries! List or Search Classified Ads to Buy or Sell: Snow & Ice Management Equipment • Vehicles & Machinery Turf/Tree Products • Parts/Accessories • Business Operations Greenhouse Equipment • Landscaping Equipment & Supplies Available Spreader Options: Centn 1-hole, Spread-only Centri, 3-hole versions Check out our special offer at: Coming soon Spray-only SafariAds.com/SA Win one FREE at permagreen.com | TOO.346.2001 $$$ Save Time & Money $$$ e * • «sjutefW »«twwn <* NnAw Ine UStater« fc.**.€00 am patent, p«rar«, M tameraté. *l'm*«tiorvs apply V^.tta^âtp^-Tv^^.corrVtr umph www.lawnandlandscape.com/readerservice - #23 POLYON Controlled-Release Fertilizer Get More Green in Your Wallet. By working better and longer, POLYON® Controlled-Release Fertilizers help you get a grip on your budget. Our patented coatings enable POLYON to feed your turfgrass gradually and consistently, all season long, with just one application. With fewer applications, you'll lower your fertilizer costs and save money on labor, fuel and other overhead costs. Its highly efficient plant uptake even allows you to apply less nitrogen per year, making for a greener Earth and bottom line. Think Greener and get a grip on your budget at POLYONThinkGreen.com. POLYON fertilizer suppliers: ].[HarreU's 800800.282.8002828oo77 [DC3I(BESTJ ) 800.992.6066 © 2011 Agrium Advanced Technologies (U.S.) he. I POLYON and POLYON DESIGN are trademarks owned by Agrium Advanced Technologies (U.S.) he Valent battles chinch bugs The bugs are becoming little fighters, but Valent has a new way to knock them out. By Brian Horn TAMPA, Fla. - About 150 lawn care op- erators from the Tampa and Orlando Fla., areas received, courtesy of Valent Professional Products, a rundown on Southern chinch bugs and how to de- lay or overcome pyrethroid resistance among chinch bug populations. Chinch bugs are developing resistance to pyrethroid-based insecticides due to the chronic overuse of such products. This is similar to the way in which bacteria sometimes becomes resistant to antibiotics used by humans. If an LCO keeps using pyrethroids, they will only kill the non-resistant populations, while the resistant bugs keep breeding. Valent Professional Products educated LCOs on treating pyrethroid-resistant chinch bugs. MultiTasking Wonder what your Equipment For Professionals business is worth? The industry-leading lawncare company in North America isjookmg to aggressively acquire quality businesses in your area. We're in a unique position The Boxer Mini-Skid has attachments to fit your to confidentially value your business. everyday projects and your specialty jobs. Attachments If you're an owner, contact: are universal for all 300, 400, and 500 series Boxer units. Jerry Solon, Vice President of Mergers & Acquisitions Call 800.654.6433 Today! [email protected] (901) 597-2006 Wmmmmyi ' ' '!'' (! ,1 I TRUGREEtf Go green err www.lawnandlandscape.com/readerservice - #25 f facebook.com/cubcadet Great Factory Financing Available I <9Cub_Cadet With four-wheel steering, it's easy to handle, well, anything. On campus at The University of Akron. THE TANK" S ZERO-TURN RIDER. STEERING-WHEEL CONTROL MEETS DIESEL DURABILITY. Where else can you find a zero-turn rider that delivers consistently remarkable results? With four-wheel steering and steering-wheel control through patented Synchro Steer® technology, you enjoy unparalleled stability on hills. Plus, a rugged 31.2 HP* Yanmar® diesel engine to easily handle the most vigorous workload. And an innovative Select Cut System" for incredibly precise cutting. No wonder no one else can match it. Experience a Cub Cadet today to understand why it's a better choice. Visit cubcadetcommercial.com/lawnandlands to find your nearest CubCadßJC dealer and unbeatable factory financing, including 0%?* *as rated by engine manufacturer "Not all buyers qualify. See dealer or cubcadet.com for details. Cub Cadet Commercial products are intended for professional use. Dr. Eileen Buss, associate professor of to a healthy lawn. Lawns need to be kept different modes of action as part of a turfgrass entomology at the University at the proper height and thatch has to be resistance management program. of Florida, says it's important to first managed correctly in order for pesticides Joe Chamberlin, also a regional field make sure you have chinch bugs, since to get good coverage. development manager for Valent, says damage caused by that pest can be mis- In addition, lawns have to be irrigated everyone has to learn from the past mis- diagnosed as scalping damage, herbicide properly, because if grass is stressed takes and not overuse the product. damage, drought stress or even a dog from lack of water, it won't be able to Chamberlin says Arena should be "toilet" area. handle additional stress like that caused applied in April or May, and then a py- To avoid a misdiagnosis, vacuum by Southern chinch bugs. rethroid can be applied in late summer, the affected area and, if chinch bugs Todd Mayhew, regional field develop- making chinch bugs more susceptible are present, you'll know it. "They'll get ment managers for Valent Professional to treatments. caught in the filter and you can dump Products, says it is becoming more and "If we overuse Arena like we did them in a bag," Buss says. more difficult for researchers to intro- the pyrethroids, it will stop working," Getting rid of 80 percent of the bugs duce new products, and consistently Chamberlin says, L&L is considered acceptable in research test- using one product until it doesn't work ing, Buss added, but less control may be anymore isn't a good practice. The author is an associate editor at Lawn & Landscape. He can be reached at [email protected] achieved where the bugs have become That includes overusing Valent's resistant to pyrethroids. Arena Insecticide, which controls pyre- While pyrethroid-resistant chinch throid-resistant Southern chinch bugs. To listen to podcasts about pyrethroid bugs are sometimes responsible for un- "We need to find a way to use all resistant chinch bugs, visit www. Iawnandlandscape.com and search sightly damage to St. Augustine grass, available tools," says Mayhew, who en- "chinch bugs." chemical resistance isn't the only threat courages LCOs to rotate products with <5 MistRway. ^ -—-systems^ w s If you had d Outdoor Insoct Control every dead] you'd vfè We are actively seeking Landscaping Professionals - • < / to sell, install and service our innovative outdoor misting systems that effectively control mosquitoes and other Sfai annoying insects. Great margins and recurring revenues! MistAway 1-866-485-7255 HHH.MISTRHIIY.COM A BECOME B MISTRHRY DERIER TODRY! A y Introducing Hybrid 4 Engine Technology from Looking for a greener alternative to traditional 2-stroke engine-driven equipment? Shindaiwa's done it again and Hybrid 4 is definitely the answer. shindaiwa Hybrid 4 engine technology is the absolute best Conventional choice available today, and it's brought to you by the 2-stroke Engine same legendary Shindaiwa name that introduced the renowned T27 Trimmer, the revolutionary Speed-Feed head, and the PowerBroom™. Hybrid 4 is the latest Power Curve Comparison innovation representing the next generation ot engine technology that blends the best parts ot 2-stroke and 4-stroke engine technologies. The Best nf Bnth Wnrlds This extraordinary technology combines the best part of 2-stroke engines (lightweight, high power-to-weight ratios, minimal maintenance and all-position operation) with that of 4-stroke engines (precise ignition/exhaust timing and reduced emissions). As a result, Hybrid 4 products have: • Lower Emissions • Better Fuel Economy • More Torque • A Low Tone Sound Hybrid 4® Engine Technology nnly from Slfflldaiwa Trimmers Mlllti-Tool 1344 M2S4 Comparatively light weight Shindaiwa's premium - ^^ / based on its engine Multi-Tool power Ì class and Hybrid 4* source, using Hybrid 4 V^3 technology. technology for maximum torque. Attachments: / 1 • Trimmer • Mid-reach Articulated Hedge Trimmer ^ • Long-reach Articulated Hedge Trimmer T254 • PowerBroom™ • Pole Pruner ^ Workhorse trimmer with /J • Mid-reach Pole Pruner Hybrid 4" technology • Lawn Edger and more torque! Lawn Edger * ^ ' < I LE254 With a powerful Hybrid 4 engine, the LE254 has / r Brushcutters more torque to get the job done C344 faster. Shindaiwa's largest / brushcutterto power through the ^^^ toughest conditions. ^ Handheld Blawers EB344 34 cc Hybrid 4 engine technology with a low tone sound and light C254 weight. High-torque performance powered by Hybrid 4» EB254 technology. 24.5 cc Hybrid 4 engine technology with a low tone sound and light weight. www.hybrid4engine.com year ' commerciai El warranty Hedge Trimmers PowerBroom™ DH254-24 C DH254 30 Newly redesigned, the DH254 has high vi blade speed and a wide tooth gap for (T heavy cutting. * HT254-30 C HT25440 Hybrid 4 power with multi-position PS344 use and immediate throttle response From construction sites and walkways to golf courses and roadsides, the PowerBroom completes any tfr sweeping chore in a Articulated fraction of the time. Attachments Hedge Trimmers • Rubber Paddles • Nylon Brush AH254 • Aggressive Nylon A powerful Hybrid 4 engine and a 93" Brush length allow shaping of just about any hedge • Crimped Wire Brush • Debris Shield s w AHS254 Water Pump M A high-torque Hybrid 4* engine and a short shaft make GP344 it easily maneuverable and perfect Shindaiwas GP344 for low shrubs. pump is equipped with dependable Hybrid 4* technology and has plenty of power to pump Backpack Blowers water. fr EB854 Shindaiwa s Hybrid 4" Engine Technology Hip-mounted throttle and blends the finest features of two-stroke and a unique heat sensor that keeps the blower from four-stroke technology. Hybrid 4 products offer: overheating due to leaf Environment-friendly low emissions levels clogging. Higher torque to the lower end for more power Fuel economy using 10 - 25% less fuel than equivalent two-stroke engines A low tone sound Same unit as the EB854 rr but with a tube-mounted Reduced starting effort with throttle and low noise built-in decompression "hush mode". Longer engine life due to dual-stage air filtration 8 7 7.8.TORQUE shindaiwa Carry the Legend What are the Benefits of Hybrid r? Blending the finest features nf two-stroke and four-stroke technologies make Hybrid 4 the heat technology available, but what makes it better? Hybrid 4 is: Some of the lowest Like all Shindaiwa products, Hybrid 4 emissions levels for any handheld products. engines incorporate premium components and Reduction in close-tolerance engineering for long life and practical fumes and a low engine tone (see below). serviceability. Hybrid 4 engines feature a longer piston . „ . . , skirt and a forged crankshaft. Hybrid 4 design has performance-enhancing Power Boost Chamber. Besides high-quality components, Hybrid 4 engines also include dual-stage air filtration Hybrid 4 engines teature for c|eaner ajr • Mq the ¡ne whjch increases a built-in decompression that reduces the pressure jne |jfe and reduce$ jntema| jne wear within the cylinder thereby reducing the effort needed to pull the starter rope. In addition t0 an exceptional life expectancy, Hybrid 4 engines use 10 - 25% less fuel Thanks to its fuel-born than equivatent shindaiwa two-stroke engines for even lubrication system, Hybrid 4 engines may be operated ter ationa| savj (Rje| ecQ wj|| va many position-even ups.de down-on an extended dependjng on product u$e and operatjng habjts} . A . .. . Hybrid 4 equipment carries a 2-year Hybrid 4 products deliver higher commercial warranty - dependability you can count on. torque to the lower end for more power in tougher applications or environments. Equipment powered by Hybrid 4 engines is easy to maintain and uses the same fuel mix as two-stroke engines. Unlike conventional four- stroke engines, there is no messy oil sump and no oil level to check and maintain. The first thing users notice about Hybrid 4 products is that they do not sound like a traditional 2-stroke in terms of engine noise and level or tone. But the performance of a Where's the Smell? Hybrid 4 product will be like music to your ears - it may sound out of the ordinary but the results are extraordinary. Hybrid 4: It Sounds Good The other thing users notice is the lack of smell - not only from the product but also on the & Smells Even Cleaner! °Perator after a daY of use-Just ask anyone who has used a hedge trimmer lately. Because the emissions are cleaner in Hybrid 4 products there is a drastic reduction in the oily, gas smell that is exhausted from a traditional 2-stroke product. So if you're reaily for a greener alternative to traditional 2-stroke engines shindaiwa shindaiwa Use your smartphone's QR code app to learn more. 877.9.torque www.hybrid4engine.comwww.shindaiwa-usa.com © 2011 All Rights Reserved. Shindaiwa 400 Oakwood Road Lake Zurich IL 60047 GOOD WORKS Lawn Tek Landscaping provided the landscaping work for Sgt. Chase Matthews, who was injured during an ambush on his military convoy in Iraq. Contribution on command When the workers at one landscaping company got wind that a local needed help, they didn't hesitate getting involved. By Brian Horn he common complaint quite well, so it was a no- a couple of hiccups. Con- Tof small towns is that ev- brainer on our part." sistent rain kept delaying Along with Lawn Tek Land- scaping providing the lawn eryone knows everyone else's Lawn Tek helped in the the project, which caused and landscape work, Sod business. That was the case project, which included ap- a supplier to have to drop was provided by Tri Turf Sod in Kuttawa, Ky., where Lawn proximately 900 square feet out of the project because of in Paris, Tenn.; river rock Tek Landscaping is located, of plant bedding with all the scheduling issues. in beds were provided by Mr. Mulch in Hopkinsville, but in a positive way. trees and trim. "We had to scramble at the Ky., and plant material was The small town grapevine The plant material in- last minute and we called an- provided by Green's Silo in alerted company owner Ker- cluded slow growing Bux- other supplier that we dealt Nursery Paducah, Ky. ry Stinnett and his team of us 'Green Velvet,' Lagerstro- with and they stepped right the story of Sgt. Chase Mat- emia 'Regal Red,' Nandina do- up to the plate and furnished here looking to make a quick thews who lost both his legs mestica 'Firepower,' Ilex 'Sky all the plant materials we buck and then leave town and mobility in his left arm Pencil' and long-blooming needed for the job," Kerry like some landscapers do," and hand after an ambush on Hemerocallis 'Stella de Oro.' Stinnett says. he says. his military convoy in Iraq. Also included were a Even though Lawn Tek While the project would He and wife Jennifer had few maiden grasses and a didn't participate to get rec- have cost $10,000 to com- a daughter and new baby on few Thuja, Chamaecyparis ognized, word got around the plete, Lawn Tek was happy the way, so when Stinnett 'Nana Gracilis' and a staple small town about the time to donate their time free of heard that Homes for Our plant, Liriope. the company's workers vol- charge. "They're starting Troops would be building "We finished lawn and unteered for the project. out life a little bit behind the Matthews a home, he knew landscape install with Chase's Kerry Stinnett says he's 8-ball," Kerry Stinnett says. his company had to get in- special needs in mind - very had numerous people he "So if we can help out volved in the project. low maintenance plant mate- didn't know thank him for somebody like that, it's the "We're a small community rial, slow growing plant ma- the company's efforts. right thing to do. I feel like and word traveled fast that terial, and river rock in beds And those efforts send out everybody is going to have he'd been severely injured instead of mulch," co-owner, a strong message to the com- tough times in their life and in Iraq," Stinnett says. "So, I Tara Stinnett says. munity, he says. "We're just if somebody can help you, happened to know his family But the project did have not somebody who moved in that's a great thing." L&L Good Works is an occasional feature that highlights charitable projects our readers are working on. If you'd like to see your company's recent good work profiled, send an e-mail to Associate Editor Brian Horn at [email protected]. ft 1998 March belonged to Ford Motor Co., as it outsold General Motors for only the second time since 1998. Ford's boost was aided by a 21% jump in truck sales. The last time Ford outsold GM was in February 2010, but only by 471 vehicles, according to Auto Week. As the price of gas rises, small business profitability seems to be declining. A recent Discover Financial Services Small Business Watch survey found 76% of respondents said they're feeling the effects of the increase at the pump. Of those, 90% said prices are having a somewhat negative or very negative effect on their operations, a number that is on par with sentiments in April 2008 when the national average for gasoline hovered near $3.42 per gallon. 500,000 More than 500,000 square feet of green roof space 53% has been installed in Chicago, including at O'Hare There's an increasing divide between skills workers have International Airport (pictured above). For the seventh and skills employers require. More than half of business year in a row, the city topped Green Roofs for Healthy leaders, 53% to be exact, said their companies have Cities annual industry survey. The 2010 survey also been facing a very or fairly major challenge In recruiting showed the green roof industry grew 28.5% in 2010, non-managerial employees with the skills, training up significantly from an increase of 16% in 2009. and education their company needs. The results came despite the unemployment rate being close to 10% at the time the Corporate Voices for Working Families and Civic Enterprises survey was completed. 1 in 3 For companies of all sizes, one in three employees may become a flight risk. If they have a choice, employees said they hope to be working for a different employer sometime during 2011, according to Met Life's 9th Annual Study of Employee Benefits. YOUR TRUCK HAS SUSPENSION- SHOULDN'T YOUR MOWER? Test-drive a Ferris commercial zero-turn and you'll ask yourself, "Why haven't I tried one sooner?" Our patented suspension technology delivers maximum productivity, increases mower longevity, reduces operator fatigue, enhances comfort and leaves a beautiful manicured finish every time. Visit your local Ferris dealer to test drive a Ferris- experience the difference suspension makes! - % - • ' --¡r i ' X FERRIS Vist www.Ferrislndustries.com or call (800)933-6175 to find your local dealer today! Go The Extra Yard a client database that can be used to facilitate this? A. Another strong aspect of a good business management software is the 'customer relationship management' or CRM. CRM is a strategy that focuses on how you interact with your customers. Traditionally, only larger enterprises could think about implementing CRM. But today, all businesses are realizing the importance of this technology. You now have access to Web- based CRM tools, and business management software companies are integrating it as part of their package. There are some things you'll need to put the CRM software tools into motion. These tools should track the responses and actions of customers, employees and others involved in your business relationships and be able to analyze the data. SOFTWARE AND By obtaining this valuable feedback, you can develop WEB OPTIMIZATION relationships and improve PiofossiofKil landcare Nofwofk communication, which will help ASK THE EXPERTS is presented in partnership with PLANET'S with repeat business through Trailblazers On Call program. Trailblazers are industry leaders who quantities and Include tho greater customer satisfaction. Have a volunteer their time and expertise to give back to the industry. estimated time for each question for the experts? Send it to [email protected]. activity. But this can bo fairly Q.4 I'd like to turn our Q: I have a design/build and iPhone, PDA), and even iPad tlmo consuming. Is there a website Into a sales and maintenance company. On is being thrown in the mix. way to do a price chock, then marketing machine. What Is the maintenance aide, we Most, if not all of the service go to one place, drop In the the best way to go about this? have about 300 cliente. We software companies, understand prices and hava everything do about $1 million a year In the need to have the mobile automatically updated? A: A good marketing company sales, but I have four areas communication for dispatching, or consultant should know how of my business that I am routing and invoicing. Business A: Estimating is high tech; to take your website to the trying to Improve. Before re- management software has hit the software companies have taken next level. Today's business inventing the wheel, I would market hard and strong as the the details of the estimator's websites need to be interactive like to see If anyone has some customer is demanding, better, complicated spreadsheet and ever changing to maintain thoughts and Ideas to help faster and more efficient products and integrated it in easy-to- customer attention. They should steer me In the right direction. so they can do the job in a leaner, use estimating modules. This be positioned in search engines Ql. Currently, we are cleaner, efficient way. PLANET streamlines your estimating and provide feedback data that using QXpress In conjunction has partners who offer fully process to make it faster, and can be used to fine tune your with QuIckBooks to do our integrated business management consistent, so that more of your marketing, making you the most scheduling and billing. Is software, and they offer staff is able to step in and help visible in your marketing area. there a way to send the demonstrations online that give when needed. Driving the customer to your schedule to crew supervisors, you the opportunity to experience website as the resource in your who would be equipped with a the software before you purchase Q3. Because I provide area is the key, and working smartphone or similar davlce, it. Taking advantage of these customized services, I have within your business plan and and have them record the demos is strongly suggested dozens of different categories budget can be accomplished on Job and send the Information before making your software of service. I would love to be several different levels. back to tho office for billing investment. able to access a database If you have a plan, but are only and payroll? at any tlmo, look at a client able to implement the plan one Q2. Is there Industry- and know exactly what wo do step at a time due to budgetary A: There are several routing and specific estimating software for them, or when It comet constraints, a consultant can business management software that will help me Improve and tlmo for a proemerge lawn work with you to identify which programs that are capable of streamline this process? In treatment, push a button and level requires the most attention taking a customer from start to QuIckBooks, I have a number access all the clients and upfront to get the ball rolling, L&L finish without printing a single of memorized estimates also know how much product ¡2 8 piece of paper. Some will use based on the type of Job, to order for a particular Job. Rob Diaz £ z a smartphone (HTC, Android, whore I drop In the different What's the best way to sot up Land Care, Inc., Las Vegas | GET THE INSIDE SCOOP! Snap the EES* found throughout this month's Lawn & Landscape with your phone for exclusive content not found in print or on our website. Not to mention for the chance to win a new iPad2. To download a reader, search in your phone's app store, or see page 60. > >And let the snapping begin! NEW PRODUCTS III For more products, visit www.lawnandlandscape.com/products Dosko stump grinder Little Beaver UN-Towable drill The pitch: Dosko's new The pitch: Little 200-6H "Mini" is a fold- Beaver's new HYD- able stump grinder that NTV11H UN-Towable landscapers and tree care drill offers a trans- providers can use. portable solution for • It's small enough to travel one-man hole digging in your SUV or pick-up; 36 projects. inches long, 23 inches • Built with an 11-hp wide and 23 inches high Honda GX340V (folded). engine. • Weighs 134 lbs. • Hydraulic pressure of 2,500 psi and an operating speed • Leonardi teeth provide efficient cutting capability. of 150 rpm. Contact: www.dosko.com • Quick-disconnect fittings allow the operator to connect the power source to other types of hydraulic accessories. Contact: www.littlebeaver.com Grassbuster mower cleaning tool New Holland compact track loaders The pitch: The Grassbuster cleans under The pitch: The lawnmower decks by removing clogged three New Holland grass. 200 series compact • The curved blade tip conforms to the track loaders were underside of the mower deck. designed based on • The stainless steel blade can cut through customer input. the debris on the mower skirt. 8 • The self-leveling • Contains a tough rubber over grip on a bucket allows polypropylene handle. attachments to • Retail price is $11.95. maintain the preset location throughout the lift cycle. • Comes with a lifetime warranty against • The C232 has a bucket breakout force of 8,585 lbs. defects in material and workmanship. • The C227 is rated at 70 hp with a rated operating capac- Contact: www.thegrassbuster.com ity of 2,700 lbs. Contact: www.newholland.com Ecolawn applicator Transtect The pitch: You can save time The pitch: Con- and reduce labor and operat- trols difficult pests, ing costs with the Ecolawn including armored applicator. scales and borers. • Ecolawn top dresser is a a • Transtect is a soil- multi-purpose and motorized applied, systemic applicator built for profession- insecticide that utilizes dinotefuran for season-long als in turf care. control of a broad spectrum of pests. • For top dressing, compost • Can be used for a variety of situations where fast results spreading, turf renovation, seeding organic matter. are needed, including recovery treatments on infested • Ecolawn spreads a wide variety of materials: soil mix, pel- trees. letize product, calcite clay and crumb rubber. • Its properties provide rapid uptake and efficacy. Contact: www.ecolawnapplicator.com Contact: www.treecarescience.com Find the top products from the first quarter and links to manufacturers' websites. MB •äm aiföK FOR ABOVE AVERAGE CREWS. The best crew for the job deserves the best solution to get it done. With the Freightliner Sprinter Crew Van, you not only have the space to haul equipment and tools, but also the room to carry 5 workers. Its Best-ln-Class" features like interior standing height" of 6'6" let your business surpass anything it's capable of in an average crew cab. Keep your gear close and TTTT1 your crew closer by visiting FreightlinerSprinterUSA.com and your local dealer today. [FREIGHTLINER] Based on a comparison of the Automotive News classification of full-size commercial vehicles. In base configuration. Mixing social media and business EDITOR'S NOTE: Every month, our columnists give their take on a common topic. Last month they defined what "being green" means to them, and this month they give their takes on using social media in the green industry. professionals will be in a different green industry company. Marty Grunder spot in their lives in the next five If I were you, I'd have two Facebook love to ask my audiences this to 10 years and it is important to pages. One for yourself and one for your I question: How many of lay the groundwork now. company. I use my personal page to you think social media is a By having a Facebook page for keep in touch with friends and to make total and complete waste your company now, you are start- new contacts with people I'd like to do of time? I often alter the ing relationships with people who business with. tone of my voice to help trick the audi- could become clients at a later date. I am careful about what I post on my ence into thinking that I believe it's a By having a presence on Linkedln, you personal account. I like to post updates waste of time. are finding all types of possible clients about where I have been, what my kids This usually brings out all kinds of you may be able to work with now and are doing, and then I really like to share hands, people thinking, finally, a per- in the future. business ideas and some sports rants. son who thinks like I do. To those I Twitter, in my opinion, is less ben- I also post pictures of plants and things see who have their hands raised, I say, eficial for the landscaper but still has growing in my home landscape. After "Why would you not get involved in an its merits. The point I make is that you all, I want my followers to know what opportunity that takes about one hour need to have a social media presence. I do for living and that I have a passion per week (if you do it right) that helps Let me share with you what I have found for plants. you make more friends and grow your works. On my company page, we post plants, network?" Let me explain. First of all, I am by no means a social photos of job sites, tips, help wanted Equally important as attracting cus- media expert. All I can share with you ads, photos of our people working and tomers you can work with today is is what I have found works and my other information that helps show our working to attract clients in 5 years thoughts on the role social media efforts followers we do great work and want to and 10 years. Those 24-year-old young play in the successful marketing of a work with them. Take an hour to surf Learn about the latest products, ideas and technologies in the irrigation industry. Irrigation Guide Drought Savings Drip New survival in Santa irrigation products Pg-3 Clarita pg.6 Pg9 Pg4 CONTROL THE UNCONTROLLABLE n ni I ss O »rocr UFJ WIRELESSLY M Through wind and hail and blazing sun. Solar Sync is in control. Every day, Solar Sync gathers your local weather data and determines whether or not your lawn needs to be watered. And now available in a wireless version, this revolutionary smart product is even easier to install. It's not just smart, it's genius. Hunter* SCLAR'SYNC THE IRRIGATION INNOVATORS www.hunterindustries.com/solarsync 2011 Irrigation Supplement III Drought survival tactics By Tom Barrett reserving a landscape during a WILT: It involves water management. Most importantly, physically check severe drought can be one of When a drought happens, it is important the moisture level of the soil. The soil the most challenging crises in to have priorities. Trees come first. The may look dry on the surface; however, the landscape industry. Imple- loss of shade from a tree increases water with a soil probe or a 6-inch screwdriver menting a comprehensive strategy to evaporation in the surrounding area. stuck into the ground, you can accurately restore the balance of the landscape is After establishing a healthy root sys- determine how deep and how dry the vital to the soil and the industry. tem, pay close attention to the leaves soil may be. of all plants. The leaves are the best PREPARATION: It starts with soil. indicator of a plant's water needs. When RECOVERY: Water, water and water. The soil is the lifeblood of the landscape. turfgrass starts to turn bluish-green, it is Recovering trees, shrubs and turfgrass Soil, when properly maintained, encour- time to add water. The wilt symptoms of after an extended drought is different for ages deep roots. During a drought, many trees and shrubs will exhibit leaf each type of plant. Water, water, water is plant roots - the storehouse of carbo- the key to successful recovery. However, hydrates - are the survival mechanism the proper watering cycle for each type of the plant. of plant is different. Monitoring the soil Preparation for a drought starts with Surviving water level during the process will help good cultural practices in the soil. Good insure a more successful recovery. soil aeration combined with proper fertil- Trees require deep, infrequent water- ization encourages deep rooting. Plants ing. Gently soaking the soil to a depth of will have greater success in withstanding 36-48 inches is important. Allow the soil the devastating effects of a drought if How to ensure landscapes to dry out before watering again. Avoid their root system has been cultivated to are prepared for, prevail light frequent waterings that will only pen- grow a deeper, extensive root system. through and recover from etrate the soil to a depth of a few inches. Good soil preparation is not reserved water-deficient times. This will result in shallow roots. for new landscape installations. Soil cul- For shrubs, watering to a depth of 18- tural practices, such as aeration, can be 24 inches is important. Allow the soil to performed at any time. Spring is the best dry out before watering again. time because, for most plant material, Recovering turfgrass is the most de- spring is when a plant's root develop- manding watering regimen. Initially, light ment is most active. frequent waterings are important. Monitor Soil fertility and salinity, or the amount the soil moisture level with a probe or a of salt found in the soil, are important. In screwdriver. Once the turf has started to the spring, get a soil sample and have recover, a deeper less frequent watering it tested at a soil lab. Once results have schedule can be resumed. been analyzed, correcting any nutrient After severe water stress, all plant deficiency is the first step. types slow in growth because their me- For turfgrass, spring aeration is essen- tabolism has been significantly reduced tial to encourage deep rooted turf. Ide- folding. Sometimes the leaf folding will for survival. The water initially applied ally, turfgrass should have rooting depths also display a slight change in color. will be slowly absorbed by the plant. of 6-12 inches. For trees and shrubs, drill- Important steps to take - or not take - Water absorption by the plant will be ing several holes 2-4 inches in diameter, during a drought include: dramatically reduced until the plant starts 24-to 36-inches deep around the base Do not fertilize during a drought. All to become healthy again. Once the plant of the plant will encourage deeper water fertilizers contain salts that will rob the material starts to regain its health, it will penetration and deeper rooting. plants of any moisture in the soil. Avoid rapidly use water. Mow turfgrass higher and be careful fertilizing the plants until they have recov- Understanding how a plant recovers about applying too much nitrogen fertil- ered. Fertilizing after a severe drought from severe water stress is vital to re- izer. Nitrogen encourages top-growth of will usually increase leaf and stem growth covery. Nutritional and watering needs grasses at the expense of developing a at the expense of root development. vary widely from plant to plant and from strong root system. Do not prune during or immediately location to location. Careful soil monitor- Deep, infrequent irrigation cycles also following a drought. ing is key to returning plants to a healthy encourage deeper rooting. Mulch prop- Apply water slowly and deeply to the balance following a severe drought. • erly placed around trees and shrubs also soil. Reduce evaporative water losses by The author is a speaker, consultant and the helps to preserve soil moisture. watering after the sun goes down. owner at Green Water Infrastructure. [ 2011 Irrigation Supplement III Smart systems By Brian Horn Savings in Santa Clarita The California city is serious about conserving water and money. he officials of Santa Clarita, Calif., are tinuing to rise, savings are expected to as some members of our community Tdealing with dwindling water sup- increase in future fiscal years, accelerat- envisioned efficient water use," he says, plies and rising water rates. But instead ing the city's ROI timeline to between four during a recent webinar. "We're focus- of letting these negatives continue, they and six years. ing on the responsible use of water and took action. Jason LaRiva, landscape mainte- irrigating based on plant needs and not With the help of ValleyCrest Landscape nance specialist for Santa Clarita, says a drop more." Maintenance., the city retrofitted anti- the main focus of the program is to re- Richard Restuccia, leader, emerging quated irrigation timers with HydroPoint's duce the city's consumption, but he also technologies in water management with Internet-enabled WeatherTRAK smart realizes that with water savings come ValleyCrest Landscape Maintenance, systems for 700 acres of Landscape dollar savings. says the installations are easy and the Maintenance Districts, including parks, LaRiva says the voluntary conservation controllers come with real time remote medians and streetscapes. program resulted in no change in the Internet control. Though the project is still in progress, aesthetics of the city's landscape and "With remote Internet control, you as of press time, the city has already has been a great example and selling don't have to send a crew out to turn achieved immediate budget relief by point for homeowners. off the controllers ahead of a significant reducing the cost of irrigating facilities "We're not turning our landscapes rain event," Restuccia says. "You can do by 25-40 percent. With water rates con- into desertscapes with cacti and sand it quickly and efficiently from any corn- • II ; . WM- " ™ The Best Wire and Valve Locator Money Can Buy New -Se- ducing theMLL-NEW Pro800, ing: The E110 Water-Reel with eless Connection Option* 12W Solar Panel eliminates the need for an electrical • 20% More Power charge • Triple AC Noise Filter Flexibility to irrigate • Rechargeable Battery multiple locations with a single machine • All New Design Improves the appearance of grass, plants & overall landscape Co to www.armadatech.co or call 616.536.2038 ¡ma (800) 452-7017 • www.kifco.com • [email protected] for details www. Iawnandlandscape.com/readerservice - #31 puter or handheld device with Internet The field survey is then done, which tional seasons: from summer to fall and access." identifies items that affect the program- winter to spring. During these seasonal And you can easily turn them back on, ming. At each location, they need to changes, the weather can go through if the weather forecast is wrong. In addi- document things like plant types, soil significant changes that historically tion, you can customize emails that will type and root depth. would have required constant manual alert you when you are having a problem "This really becomes one of the most program adjustments," LaRiva says. like too much flow. You are signaled to important parts of the whole process Restuccia says the payback period a the location and you can fix it right away because this is where we take the infor- customer can expect to achieve varies, instead of waiting for someone to see it mation and start the controller but he narrows it down to 24-30 and report it to you, Restuccia says. programming," Restuccia says. Visit months. He adds that there is ValleyCrest's team had a five-step plan Finally, ValleyCrest set up bit.ly/ no general, expected amount for the installation process. First, they a time to review each installa- webhpp of time to get a project up and sent out a discovery team to find all the tion with the city and each side to hear running. the water existing controllers and document the signed off to the process. webinar. "It varies by size, but it can programming at each station. The initial test sites were moni- be turned around in a reason- Then, the discovery team brought back tored from June through Novem- able period of time," Restuccia their documents, and they gave them to ber, and during that six-month period, says. "A couple of weeks you can be the installation team, who started plan- LaRiva says the city saw water consump- up and running if you wanted to be very ning for the next day. The next morning tion reduced 40 percent in comparison aggressive and wanted to go forward they took the controllers to the locations, from the previous three years. with this." • mounted the hardware and returned the "We found the most significant sav- The author is an associate editor with Lawn & documentation to the trailer. ings are achieved through the transi- Landscape. He can be reached at [email protected]. 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And while "The idea is we are applying water very Arestrictions and price increases it's more prevalent in the Southwest slowly at or near the root zone so that we have gained momentum, so has interest and drought-stricken states, it's a form lose almost no water to evaporation, or to in certain forms of irrigation. In parts of of irrigation that everyone can stand to landing or being placed where it doesn't the country, the days of using sprinklers benefit from using. do the plant any good," Baron says. "By to water flowerbeds are not only being eliminating those sources of water, you replaced with methods of water conser- How drip works increase the efficiency when you use vation but overhead systems have even Unlike a traditional sprinkler system that a drip system over more conventional been banned. The trends have given way rotates to reach a broad area of lawn and methods." to a rise in popularity of drip irrigation. landscaping, drip distributes water to a Drip systems can be used in any "The drip segment of our industry is smaller, more central location. situation one would find regular irriga- growing faster and has been growing "Basically, drip irrigation delivers water tion techniques, but is mainly seen in faster than the overall segment of our slowly at low pressure directly to the root flowerbeds and containers. While it can market," says Mike Baron, Toro's national zone of the landscape plant material," be used for turf and is gaining popularity specifications manager for water man- says Dave Palumbo, irrigation products for turf irrigation, some manufacturers agement products. "And that is because sales manager at Rain Bird. caution using the technique because the need to conserve water and improve The drip system is woven throughout maintenance can cause challenges. irrigation efficiency has been working." the plant material either directly above or That said, there are two basic ap- An increase in the use of drip technol- below ground and water is emitted in gal- proaches to drip technology. ogy has been seen in both residential lons per hour, not gallons per minute. For sparse planting, tubing - usually Unlike a traditional sprinkler system that uses rotors to reach a broad area, drip irrigation delivers water slower and at a lower pressure directly to the plant materials root zone. polyethylene - is laid in lateral lines to where you want to receive total saturation erate anywhere from 30-60 psi, experts carry the water to the plant. Emitters of the entire bed," he says. say. But a drip system needs to be below are placed in the tubing that circles the 50 psi and can run as low as 15 psi. plant to carry water directly to the roots. What contractors should know Also, because the water rate is gallons "You don't want to be watering that open While drip can be a more efficient way to per hour instead of gallons per minute, space because it's not growing anything, irrigate, if the system isn't installed and a filtration system can go a long way in so you don't need any water there," run properly, it still wastes water. keeping clean water circulating. Baron says. "What we call drip emitters "It all comes down to proper water "The third (point for contractors) is are placed near the plant. You typically management," says Mark Hall, district that the system probably needs to run like to have two emitters, one on each sales manager at Netafim USA. "You longer," Palumbo says. "Because the side of the plant." can waste just as much water with drip flow rate is less, you need to run it longer For denser plantings, dripline might be as you can with spray. It's all how you than you would a conventional irrigation more suitable. This technology already run your controller." system." has emitters built into the tubing, which The three components contractors Because the water flow rate is a dif- is usually PVC or some form of polyeth- need to pay close attention to are water ferent measurement, it might take some ylene, and the emitters comes with dif- pressure, filtration and run time. time to get the water schedule down, ferent spacing (i.e., 6 or 9 inches apart) "Technically speaking they should Baron says. Contractors will need to look and different flow rates. know that it operates at lower pressure at the different plants and understand "In that case, you collate around the than a sprinkler system so they should their exact watering needs. plant material and you can either bury put in a pressure regulator if necessary," While there are technical aspects the tubing with mulch or put it on top Spaulding says. "Also, drip systems usu- to think about, the systems aren't that of the ground," says Stuart Spaulding, ally utilize a filter, which a conventional difficult to put in if you have the proper technical service manager at DIG Corp. sprinkler system doesn't, to keep the training, Spaulding says. "I think there's a "Dripline is more suitable for an area water relatively clean and keep the emit- little bit of confusion about that," he says. where you have a lot of plants close to- ters from clogging." "Some people might think its tedious and gether, say ground cover or flowerbeds A traditional sprinkler system can op- time consuming, but if you do a little bit 2011 Irrigation Supplement III Drip irrigation of research and get a little bit of training line and then throw it all away," he says. way with installations taking place, but it's no problem at all." "I think it's a mindset of, Tve never done it is spreading throughout the country. The experts say organizations like the it before, am I going to screw it up?"' Retrofitting has also become popular. Irrigation Association and many local To understand the reason for the grow- college extensions offer classes. What to emphasize when selling drip ing trend, all one has to do is look at the Baron says new contractors hesitant While drip has been around for decades, numbers. Industry experts say those us- about installing drip systems can also manufacturers say there's been an instal- ing drip can save anywhere from 25-70 spend $30-$40 and experiment with con- lation boon as the public becomes more percent on water usage. The number can necting the tubing and a hose. "Don't be educated about the technology. vary widely based on proper manage- afraid to punch the tubing, connect the States such as California, Arizona, ment of the system, but other benefits tubing, take emitters in and out, flush the Nevada and Florida are leading the include not having water spots on cars, windows and houses - anywhere the wind or rotation might take the spray from a traditional sprinkler system. DRIP TIPS Experts also say there is a misconcep- tion that the system costs a great deal more to install. "Installing it might be a Joseph H. Fortier has been working with little more expensive, but it all depends," drip irrigation for more than 30 years. He Palumbo says. "It depends on if you're started in the wholesale industry selling going to bury the system or leave it at the technology and now is water conser- grade. There are some variables that vation manager for the Las Vegas branch make it tough to say it's always more expensive or it's always less expensive. of ValleyCrest Landscape Maintenance But it's very comparable." and president and founder of Mojave Wa- One benefit of drip is water savings. When selling drip systems to clients, ter Management, a landscape irrigation the benefits are important to point out. and water management consulting firm. But it might not hurt to take a few extra "The biggest benefit to drip is No. 1, trees." A contractor can't put four emitters steps. For those just installing the sys- you're going to save water; No. 2, you're around a 25-foot canopy tree and expect it tems, teaming with a good designer is going to have healthier plants," Fortier to maintain a healthy root system because one way, Hall says. says. "There are a whole list of benefits it's not going to get enough water. "Contractors say, 'People won't pay for to it. It can reduce weeds and pests. It's Pick a quality product. First of all, pick a design,' but a lot of it has to go into how great for versatility." a product that is available to you and easy you sell it," he says. "If you sell it properly Here, Fortier gives tips for using drip to service. "If you don't have service when to a customer, they'll realize the value of technology. there's a problem, then it's a lot harder for a design and that is going to make for a better job. And actually, the contractor Schedule properly. Plants have differ- a contractor or their customer to take care will probably make more money." ent watering needs. "Scheduling drip can of the issue." Second, quality is important. Another recommendation is to use be one of the most challenging things. Don't just buy the cheapest product. "That visuals in the selling process, Hall says. The reason I say challenging is because if pertains to any irrigation, but especially for Take photos before a system is installed, they don't install the drip irrigation system drip irrigation. I've seen poly tubing de- during and after to document the work. to approximately meet the plants water teriorate in three to five years, especially "When the contractor goes to the needs, then you end up having to water when it's exposed to sunlight." next client, they can say, This is what it to the plant that needs the most water and Run tubing properly. Drip irrigation is achieved. Before we had water spotting you end up overwatering the other plants. especially beneficial for slopes because on the windows, now we don't. Before our It's very important in the beginning to the water is running so slow runoff isn't as plants were yellowing, now they're not,"' adjust the emitters to the individual plant prevalent. "One of the common mistakes Hall says. "You can tell them in three water needs." I see on slopes is people not running the years, all of the money you've spent, you can get back and this is how." • Install enough emitters. The biggest tubing horizontally, they run it vertically mistake I see is people not balancing the and then they wonder why it always drains The author is an associate editor at Lawn & Landscape. She can be reached at clawell® water needs for the plants, especially out the bottom end." gie.net. Products III 2011 Irrigation Supplement The PortaPump Guill extrusion three- Air valve enclosures layer technology The pitch: A The pitch: Metal portable trash Cabinet & Fixture The pitch: pump for clearing Co., a Span-O- Guill Tool & water from irriga- Matic Co., offers Engineer- tion breaks/leaks, NEMA 3R vandal ing's tooling flooded areas, resistant, knock utilizes three construction/ down air valve layers to installation zone and ponds or reten- enclosures. produce the necessary tubing for ef- tion areas. • Aluminum and stainless steel enclo- ficient and environmentally safe drip • The 33 gpm trash pump is powered sures come with an orbital random irrigation. by a commercial grade 35cc Honda finish that allow for graffiti removal • The head/die engineering utilizes a engine. without touch-up paint. spiral flow that handles three layers. • A half-speed trigger lock will keep • The enclosures come with a lift-off • Allows almost any type of polymer your work area clear of water even if door that is secured with your pad- to be the bulk of the material inside the pipe is still leaking. lock. the tube, hose or pipe. • The Honda engine pumps water • The steel enclosures are powder • The drip irrigation crosshead/die through 100 feet of hose or up a coat yellow or purple. is designed to produce a tube that 20-foot rise without losing pump Contact: www.spanomatic.com uses virtually any type of three-layer pressure. construction. 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America from a flexible, 100 per- the broadcast mode means you Contact: www.digcorp.com cent recycled material and has the don't have to connect to the wires highest UV resistant rating available. to get a tracking signal. Contact: www.sprinklerbuddy.com Contact: www.armadatech.com Were You Featured In This Issue? Reprints enable you to reuse your article and simply place it into the hands of your target audience. Attracting moisture vapor like tiny water Having been featured in a magnets, Hydretain captures moisture well-respected publication adds otherwise lost to evaporation, then the credibility of a third-party passes it to the root system of turf endorsement to your message. and plants, keeping them clear of daily and seasonal drought stress Give yourself a competitive and reducing overall watering by advantage with reprints. Contact up to 50% or even more! us for more information regarding reprints and additional applications designed to meet your challenging market needs. 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Irrigation schedules are automatically adjusted as needed based upon local weather data provided by the on-site weather station and user programmed site information. Powered only by DIG's ambient light (solar) technology, no AC power is required providing the ultimate freedom and flexibility. ^njops New Product w Contest Turf/Landscape Winner 800-322-9146 www.digcorp.com www.lawnandlandscape.com/readerservice • #38 CORPORATION Jeff Korhan Conversely, what you don't say does the and you cannot develop that if you skip p same. While you may not think this is the essential step of showing up. his issue of Lawn & mJf^v fair, it is nonetheless true. An ideal place to start is by register- Landscape focus- * J fw Social media is a community, and you ing your business with Google Places, es on social media, 4H are part of your community, so your Google Maps, and Facebook Places - so something many customers expect you to be involved. you are visible to the respective search small business owners still have a tough This is no different than being active engines. I'm sure you are familiar with time wrapping their minds around. I in your local Chamber of Commerce Google, but you may not be familiar know this from speaking on this subject or participating at churches or local with what is emerging with respect to to a number of green industry associa- schools. The idea is to use social media Facebook and social search. Refer to tions, as well as working with many of to be more local, what marketers refer my article ( pg.64) in this issue to learn you personally. to as hyperlocal. more about this important topic. Social media is nothing more than a Contrary to what many believe, social There is an element of fear involved platform that allows anyone to commu- media is not a marketing platform, not with social media because it opens you nicate pretty much anything they want in a traditional sense, anyway. You don't up to a potentially large and unknown to at any time - that's it. market at church or your local schools, audience. Some embrace the limelight, You can use social media for whatever so approach social media in the same others take a moment to consider what purpose you choose. Just be aware that way. Think of this as an opportunity for to say, and a portion will politely decline social democratizes media. This means building relationships to better accom- the opportunity. it works best for what the community plish your objectives, while also helping Like it or not, every small business is wants, not necessarily for you or your others with theirs. now its own media company, or should business. One way to get comfortable with be. It's a new responsibility that we all What you communicate on the social social media is to view it as a new game have to take seriously. networks, and how you do that, all says that we are all learning to play and Jeff Korhan is a speaker, consultant and top-ranked a great deal about you and your business one that will continue to change as it blogger on new media and small business marketing to the members of your community. evolves. It's a game that requires skill, at www.jeffkorhan.com; mail [email protected]. the Web, study other landscapers' social But, it's foolish to spend hours each worked with in the past, and in the other media efforts, but also look at what some day doing it while there are so many it was a situation of good timing and the of the big companies in other industries other things to do. Social media is like a great reach of the Internet. do to see what you can learn. lot of other things in life: a little bit of it The platforms may be relatively new, I use Linkedln and Twitter less than is good for you; a lot of it is bad and can but we are still talking about "Business Facebook. For now, I have my "toe in the derail your business. So, get into social 101." Your business needs customers. water" with each of them, as that seems media, just don't get addicted to it. Twitter, for example, makes it easy for to be the best way to learn more about your business to be found or discovered them than just sitting on the sidelines MARTY GRUNDER is a speaker, consultant and by potential clients. author; he owns Grunder Landscaping Co. doing nothing. The key to social media See www.martygrunder.com; mail Another aspect of being found is the is to be consistent and to be careful. [email protected]. person that is found first stands the Pretend that someone like your mom best percentage chance of getting the or best client is always watching you, customer. always reading your posts. John Ossa It may not matter that you are more Be careful what you post. Offer up admit to having been qualified than the other competitor in advice, have an angle. Think about what I skeptical about so- your market. If people find the other you'd like to hear your clients say about cial media and its < person first, you may lose the opportu- you and try to post along those lines. In relevance to build- nity. Social media can be a great tool other words, talk about good service, ing a business. That is until two of the for augmenting your presence and quality and creativity, and then show most important business contacts I made enabling you and your business to be pictures that demonstrate all that. Social over this past year were directly because discovered by potential customers. media is here to stay, and it's foolish not of social media. In one case, it was a mat- There is a new generation of people to participate in it. ter of reconnecting with someone I had seeking services and products that were You left your mark on the landscape, now leave your mark on the Industry. 1 I INTRODUCING THE MARK AWARDS Exmark is recognizing the best dealers, landscape professionals and landscape businesses. Nominate your favorites at exmarkpride.com/awards THE MARK AWARDS 2011 John Doe (^Miirlk The Mark Awards Contest—ABBREVIATED OFFICIAL RULES No Purchase Necessary To Nominate Or Win. Ends 5PM CST on 6/30/11. Nominators must be legal residents of the 50 U.S. & D.C., 13 or older. Nominees must fall into 1 of the following 3 categories to be eligible; 1) Dealer of the Year category: A dealer/dealership in tne U.S. that carries Exmark products as of the start date of the Contest, 2) Best in Class Lawn Care & Landscape Company category. A company in the U.S. that focuses on lawn care or landscaping and uses Exmark products as of the start date of the Contest, or 3) Crew Member of the Year category An employee (18 years of age or older) at a company in the U.S. that owns, uses, or carries Exmark products as of the start date of the Contest. Void where prohibited. By participating, participants agree to be bound by these Official Rules and the decisions ot the judges and/or Sponsor, whicn are binding and final on matters relating to this Contest Subject to Official Rules, available at www.exmarkpride.com/awardterms Sponsor: txmark Manufacturing Company, Inc. never exposed to the "social norms" and conventions for reaching out that many of us take for granted. Many young people today will never know what a men and women in a way never previously phonebook is. They will, however, be red Flintstone is probably better F seen. He paved the way and laid a foundation very quick to understand what your qualified to comment on rocket science upon which the Reformation and Renaissance business is made of, because they read- than I am to do the same on social media. were built. However, social media "fossils" like me ily access third-party information about might have their place and provide some PROPENSITY FOR CHANGE. Jim Collins your business via social media or con- value. in his classic "Good to Great" tells us that sumer feedback platforms that connect Wikipedia states, "Social media are technology is a productivity accelerator. It can people and give them a forum. media for social interaction, using highly only add to what is already there. It is not an accessible and scalable communication Social media offers another important end in itself. techniques. Social media is the use of If we do not have the propensity for change, avenue to reaching customers. It offers Web-based and mobile technologies technology does us no good. Tom Peters in the chance to share a side of the business to turn communication into interactive his book "Thriving on Chaos" tells us that we or the dreams behind it that let people dialogue." A communication and need to embrace chaos - see it as the norm. relationship revolution is taking place know more of what you stand for, and We also need to realize that chaos breeds that is driven by both technology and opportunity. To survive and thrive in the just who the real people in the business propensity. Without the technology, nothing current economy, you have to do both. are. You can tell your story on a more new would happen. Without the propensity First, you must be willing to face head-on personal level, than traditional media (the desire and the inclination to act like the current economic situation. Second, you social beings), the technology would merely outreach. need to prepare your team to look for new sit on our shelves and wither. opportunities in new market conditions. You That said, this opportunity cuts both WHAT'S HAPPENING. Social media allows and your team need to be willing to reinvent ways - the informality of the media individuals and groups to connect, interact your company and provide new and/or should never cloud your judgment and change behavior at the speed of light. improved products and services. about what is appropriate to put into Twitter, YouTube and Facebook have been credited, at a minimum, with accelerating CHANGE TO WHAT END? All of this tumult the "electronic town square" that is the the revolution in Egypt that saw the needs to be tied to morals, ethics and values. Web. Courtesy, respect and the Golden downfall of Hosni Mubarak. That is the primary concern for what is Rule are ever so important now that it is The film "The Social Network," directed happening with the Middle East revolutions. even easier to cross certain boundaries by David Finch and starring Jesse Revolution to and for what end(s)? Will this Eisenberg, chronicled the founding of social media revolution lead to democracy or than it was in the past. Facebook. It won three Oscars and lost another (perhaps worse) totalitarian regime? To promote your business, it is worth five. I saw the movie, and I'm still trying to thinking through what the core truth is figure out what the fuss is all about. CONCLUSION. Social media today provides that people will remember about your unparalleled opportunities for the green THE FIRST SOCIAL MEDIA REVOLUTION. industry company that is willing to embrace presence and communication. In the book "1,000 Years, 1,000 People: them. However, you have to be prepared Something relevant, something Ranking the Men and Women Who Shaped to do so. You have to do your homework, meaningful and something different in the Millennium," the authors rank the break out of your mold and explore new a positive way will get noticed. Anything most influential men and women of the technologies. Talk to someone - your teenage last millennium. At the top of the list is son or daughter, nephew, niece, etc. - who else will be treated as noise - people Johannes Gutenberg, 15th century inventor can show you how to use Facebook, Twitter might listen for a while, but will tend of the movable-type printing press. and YouTube. And remember to put it all in to treat you less seriously. Why did the authors place him at the top perspective. Without the proper morals, ethics So think through how you can engage, of their list? I'd say that it was because he and values to drive this revolution, the results started the first social media revolution. will lead to destructive ends. entertain and educate possible custom- Europe and the world were changed for the As for Fred Flintstone: he, Wilma, Barney ers. If you do this in a way that is fun, better and forever. and Betty adapted and had a hugely real and easy to understand, you will For the first time, books were mass- successful TV show in the early 1960s. Not leverage the media to its highest benefit produced and put into the hands of bad for folks who lived with dinosaurs. Just the masses. Literacy was no longer the goes to show you that there's hope for all of for you and your business. sole realm of the aristocracy and the us. L&L JOHN OSSA is the national accounts director intelligentsia. at Irrigation Water Technologies America While not operating at the speed of light JIM HUSTON runs J.R. Huston Consulting, a green and owns Irrigation Essentials. Mail jossa@ as today's social media revolution, the industry consulting firm. See www.jrhuston.biz; mail giemedia.com. result of Gutenberg's invention connected [email protected]. Unfortunately, skipping a fungicide application is not nearly this noticeable—at first. But it will be. And you are not the type to leave a lawn unfinished and unprotected all season long. Encouraging homeowners to let you finish the job is an upsell opportunity for your business. To help explain disease control to your homeowners, we are offering a free Lawn Disease ID Guide, one per route truck. Call 1 -800-395-8873 to receive this helpful Syngenta sales tool. ©2010 Syngenta Crop Protection, Inc., P.O. Box 18300, Greensboro, NC 27419 Important: Always read and follow label instructions before buying or using Syngenta products. The instructions contain important conditions of sale, including limitations of remedy and warranty. The Syngenta logo is a registered trademark of a Syngenta Group Company. syngenta ars By Chuck Bowen andgrowing U.S. Lawns President Ken Hutcheson reflects on a quarter century of growth, and how he'll nearly triple the company's revenue. en Hutcheson has big goals. From his home base in Orlando, Fla., he runs one of the largest franchise Kcompanies in the green industry - one he helped start 25 years ago. But he's not finished. The president of U.S. Lawns wants to grow from his cur- rent stable of 200-plus franchisees in 34 states to all 50, and bump revenues from $102 million to a level that would put them among the top five firms in the industry. (In 2010, that meant revenue of at least $272 million.) "We don't look for incremental growth," Hutcheson says. "We look for exponential growth, and that's been from day one." We caught up with Hutcheson to talk about what it's like to work as a division of The ValleyCrest Cos., the future of the landscape industry and how he'll reach those lofty goals. What's your average day at people miss is right time as states in five years. Second is How do you expect to get work like? well. Today my role is to be a top five in five. Be on that top there? Usually we sleep in 'til about facilitator of things. My role five list in the United States Well, today we really haven't noon. (Laughs) is to help inspire and moti- of America within five years. done acquisitions to speak vate franchisees from a very We're number nine today, of. Some of our franchi- And then you play golf the rest high level. and we'd like to be in that sees will acquire other local of the day. My job is to be looking five top five group, and we see companies, and we encour- Yeah, schedule a late brunch years out. What will we be that that is a very, very, very age that if they can find a and then decide what time doing in five years with this achievable goal for us. good quality acquisition we're going back up. (Laughs) company? Are there oppor- candidate. Send that one to Burt and tunities that we're missing? Now, to break that top five, if Although, that's not a our typical day will change Understanding that while we my numbers are right, you'd significant driver of our dramatically very quickly look for opportunity, we also have to more than double your business at all. Almost all of I'm sure. want to remain true to our revenue in five years. our growth is organic. It's I use a line a lot, and that course, and that's the same If I had not been involved through what we do every is, "Right person, right posi- course that we laid out 25 with this concept for as long day. So we have two ways tion, right time." Everybody years ago. as I have and if I didn't have to do that. knows the right person, right tremendous faith in the abil- One is by our existing cur- position. Those are cliché. What is your vision in five ity of owners to do what rent franchisees continuing People write books about years? What does U.S. Lawns owners do well every day, to grow at the same rate they that, right? "Right seat on the look like? we would not have publically are today, and we have some school bus." We have some high-level ob- put that goal out there. It's an very significant operators But I think what so many jectives. One is to be in all 50 achievable goal. in these local markets. And then also clearly by adding tractors becoming far more to the number of franchi- educated and sophisticated. sees we have in the system. Understanding that when a What other industries do you franchisee comes on, more keep an eye on yourself? often than not they're starting We keep a close eye on the from scratch. janitorial industry because Year one, they grow. Year they tend to serve a lot of two, year three, year four, similar customers that we do, year five, they grow. So the and they are a very, very ma- bulk of that growth that we ture industry. They also rely see in the next five years will completely on labor, which be our existing franchisees is what we do. We sell labor following the financial pat- and expertise, and they do tern that they've laid out and the same. We also watch very that we've coached them on. carefully the property man- Ken Hutcheson wants to push U.S. Lawns into every state and more And ultimately we see that agement industry. These are than double its revenue in the coming years. typically being in that mil- the management companies lion-and-a-half dollar range that work on behalf of owners our topics of conversation model pretty well." So when I per branch, and that's what managing their properties. in our seminars and sessions look for the next five years, I the model has been built We watch that industry, and were on building the bench, trust and hope that the world around from day one. we've seen the same thing taking advantage - or being won't see the change and the there, that we now have aware of opportunity cost. It tension that we've seen the What's the biggest change many, many national players was all around how will we last five years. that you've seen in the indus- in that arena where 15 years get the work done. In '07 we try since you started? ago we had few. started to see a little bit of a Is there anything we didn't People first, tools second. We blip on the horizon. touch on that you think is im- can build the greatest tools in What are your biggest chal- We saw residential con- portant for our readers? the world - and I'm talking lenges facing U.S. Lawns? struction slowing. We still We're still working after about processes, procedures, Our biggest challenge is didn't feel anything in unem- 25 years with the same set systems - but ultimately building the right team and ployment yet, but we started of core values that we had people first, tools second. managing that team effec- to have some nervousness in 25 years ago: trust, value, That's both the home office tively. I don't look outside the market. In '08 there was quality, service. That's not team that we have here that necessarily. I mean, we watch a significant change when we changed one word in 25 supports the franchisees and for threats, but ultimately as saw residential construction years. We still have the same sells franchises, and the fran- long as we've got our eye on absolutely stop in its tracks. vision, and we emphasize chise owners themselves. the customer, we've got our We saw the first rise in un- this vision and these values at eye on customer satisfaction, employment even though it every meeting we have. This Where will the industry be in and we build the right team - was just a minor rise, and we is how we open a meeting, five or 10 years? we feel pretty confident that saw a lot of fear in the market. and that is our vision is to be History repeats itself. There's the success will continue. Again, we've had, by the way, the leader in the landscape nothing original in this world. Grass keeps growing, man. record breaking years. Each industry. What we can do is look at year we've grown. And when we talk about other similar industries to see That's good. You've got some In '09 it was - unemploy- being the leader, we don't how they have matured and insurance there. ment was hitting 9 and 10 just talk about being a leader evolved over time, and I think Look at the last four years. percent and in some markets in the industry. We talk about we'll see that in the world of The most dramatic changes significantly above that, and being the leader in your com- commercial. When I look at in the world that I've seen we still were growing. In munity, being the leader in the maintenance business, in the last four years going 2010 it was a feel of let's get your family, being the leader I see it continuing to evolve from '06 to the end of 2010. back to work, which we did, in your local company, LAL and mature. We've seen the world change and we had a great 2010. The author is editor and associate I see customers becoming so much, and in fact in our So I look at that and I say, publisher of Lawn & Landscape. Email far more educated. I see con- regional meetings in 2006, "You know, that validates the him at [email protected]. THE he world is full of noise. You - and your customers - MEET THE WRITERS are constantly barraged by information. Why would you The writers for our cover story package this month are some of the Twant to turn up the volume and start a blog or create green industry's best when it comes to using social media. You can find them all over the Internet. a Facebook page or start tweeting? Because, if you do it right, Diana Lauren Berneker is marketing and advertising you'll cut through the static and have a clear connection with your coordinator at Moyer Indoor Outdoor, Souderton, Pa., and clients, prospects and community. Social media is connecting owner of DLB Creative. Find her on Facebook at facebook.com/ people faster than ever before. Your customers are out there, and dianalaurenb. if you're not, you're missing out. Chris Heiler runs landscapeleadership.com. He's on Facebook at facebook.com/cjheiler and Twitter @chris_heiler. Lawn & Landscape asked some of the green industry's best Jeff Korhan is a speaker, consultant and top-ranked blogger on social media practitioners for their advice on how companies can new media and small business marketing atjeffkorhan.com. He's use these tools successfully. Their insights on marketing, content on Facebook at facebook.com/jeffkorhan, on Linkedln at linkedin. and technology follow.- Chuck Bowen com/in/jeffkorhan and on Twitter at @jeffkorhan. What are you doing out there? Social media is great. But what, exactly, are you trying to accomplish? Bychris Heiier ave you jumped on the social ASK YOURSELF WHY. As with anything, Hmedia bandwagon yet? Are you your chance for success with social STUDIES ON A THEME Visit www.lawnandlandscape.com media is much greater when you have ready to jump off already? Or have you to learn how Neave Group Outdoor embraced it like a kid does a brand a clearly defined, concrete objective. Solutions in New York developed a new puppy? Otherwise, you're just wandering aim- theme for its social media efforts, and If you're like most companies in the lessly. A concrete objective clarifies your how that helps grow its business. green industry who are dabbling in purpose and can unite and empower social media, you are probably some- your employees so you're all shooting you create a Facebook page for your where in between. at the same target. business? Why did you start a blog? The single best piece of advice I can With a clear goal established, you give you is this: Find your "one thing." can then craft a well thought out social GENERATING LEADS TO BUILDING YOUR In other words, clearly define your media strategy and plan to enable you REPUTATION. I'm going to outline seven single objective as it relates to social to reach your goal. When you have a practical objectives for you to consider. media and your business. goal, you have something to measure. Focus on one, but keep in mind that Do you see social media as a point- And you can create benchmarks along one or two others may become second- less, giant time-suck? If so, it's probably the way. ary goals. because you don't have a clear objective An objective and well-thought-out Also keep in mind, everyone won't in mind. Have you ever asked yourself, strategy allows you to focus only on have the same objective - a lot depends "What the hell am I doing this for?" what's important and ignore what is not. on the type of business. For instance, a Well, it's time to find your answer. So, why are you on Linkedln? Why did landscape designer may have more in- Social media What social media BY THE numbers platforms do you use Why do you use Lawn & Landscape asked for your social media in readers to tell us a little business? your business? bit about their social Facebook...91% • To market my business to customers and prospects... 88% media habits - what they Twitter 45% • To network with other green industry professionals.... 55% use, how often and why. • Linkedln 54% • To find employees 16% • To create an online presence for my work 56% Here's what they said. Blog 29% 4 QR codes What they are and how they can enhance your sales, marketing and customer service. By Jeff Korhan terest in building her reputation, while Build your reputation. How effec- a lawn care company may be focused on 5tive or successful your social media uick response or QR codes will likely generating leads. strategy is cannot only be measured in Qplay a significant role in the future of dollars and cents. Sorry. We're living in a your green industry business - and for good reason. They give your prospects Generate leads. Adding leads (pref- new economy: One where attention and and customers immediate and local 1erably qualified) to your sales funnel reputation are equally valued. If you can access to you and your multimedia is a viable objective for your social media draw positive attention to your efforts, content on the Web via their mobile efforts. Of course "leads" mean different boosting your reputation in the process, devices - and they are free. things to different businesses. Perhaps the dollars will eventually follow. THE BASICS. These square codes are a lawn care company focuses efforts on similar to the barcodes that retailers use building its newsletter list. A garden Build brand awareness. A lot of to track inventory and price products center may focus on increasing foot traf- 6 at the point of sale. Both are graphic representations of encrypted data. The fic. A landscape architect may focus on corporations take this approach key difference between the two is the with their social media. They just want building his/her blog readership. amount of data they can hold or share. more exposure in the marketplace. They When you scan or read a QR code Increase sales. There's nothing want to introduce their company to with your iPhone, Android or other camera-enabled smartphone, you 2wrong with using social media to more consumers and, at the same time, can link to digital content on the Web, stay in front of consumers on a consis- increase your sales. The problem I see present a text message up to several with many green industry companies tent basis. APLD (Association of Profes- hundred characters long or activate a is that they see this bottom-line objec- sional Landscape Designers) has done a phone call. You can attach a code to any number tive as the only reason to participate terrific job using social media to build of physical objects, such as your awareness of their organization within without realizing the other benefits of business cards, brochures or yard signs. social media. the ranks of landscape professionals. Creating a QR code is simple - just enter Keep up to date. By simply follow- the appropriate data (such as a website URL) into the QR code generator. Stay in touch. Social media is a 7ing a few blogs you can stay in tune 3very effective platform for staying with whatever may be relevant to you. APPLICATIONS FOR QR CODES. top-of-mind with clients. If keeping in Follow the right people on Twitter and Sharing information that is useful to touch with your contacts is your only you'll never run out of fascinating, fun your prospects and customers is a great way to build interest in your products social media objective, it will be time and helpful information. and services. A blog is one method of well spent. I was asked recently, "How do I build accomplishing this that has worked more connections on Linkedln?" and well for me. If you don't have a blog, Expand your sphere of influence. "How do I get more followers on Twit- you could help your customers with an informative YouTube video. 4 ter?" My answer to both was the same: You build community when you Social networking is one of the most Why do you need more connections or share, and one of the popular arenas effective ways to meet like-minded, col- followers? What is your objective? This for doing this is Facebook. You can use laborative people. This could mean on is the question you need to start with. Likify (llkify.net) to create a QR code that actually brings a fully functioning a local level or within your industry on Don't put the cart before the horse. a national level. An effective social media strategy and This is one reason I love social media: plan can then be developed around your You never know where these relation- single objective, L&L ships may take you. How do you uso How much time Who at your social media each week do company to interact with you spend using updates your customers? social media? social media? To get feedback on projects or jobs we've done 42% • Less than one hour 28% • I do 72% To find new business and new customers 72% B 1-3 hours 39% B Someone else in the To market our company as a whole 84% • More than 3 hours 33% organization 9% To market specific deals, promotions or services we offer.... 51% • Both 19% LIKE button of your Facebook page to any camera phone with a QR code reader. PingTags (pingtags.com) does the same thing with your Social Media Linkedln profile. One of the most effective uses for QR codes is special offers. You can even alternate special offers by simply updating the landing pages. The Not sure where to begin? Read on. By Diana Lauren Bernecker QR code doesn't change, just the information it links to. ifI t's easy to get started. You need to experience today with your company, PRACTICAL USES OF QR CODES. Here are I be there." You've heard it many where will they write the negative feed- some ways QR codes are being used now, as times, haven't you? back? And who will see it? well as some suggested ideas that are just waiting for you to give them a try. Yet, you're still wondering if social When moving into my apartment, I Where QR Codes could be used: media is all it's cracked up to be for your had two TVs, the largest of which is a • The back (or front and back) of your business. Let's get you started with a whopping 19-inch flat screen. I called business card realistic outlook on using social media one local cable company whose prices • Your brochures and marketing materials • Yard signs to promote your business. started around $100. I explained to • Lawn care flags them that I just needed something • Tree tags FACE FORWARD. If you haven't already, basic, cheap. • Irrigation controller panels it's time to set up your own Facebook "Cheap! We don't have cheap ser- What QR codes could link to: page. Every project starts with research. vice," I heard them yell back to me. After • Installation instructions Start with competitors' pages. Take into a few minutes battling back and forth, I • How to reach the repair service or contact account their communication, their slammed down the phone. I found their a technician posting frequency and how often their fan page, liked it, and wrote about my • Safety instructions • Directions to your business fans respond back. experience with the company. Why? • Recommended upsells or add-ons Because I knew in return I'd get great LOCATE FANS. Put your personal friend customer service. Within an hour, I had The potential application for QR codes base to good use. Anyone who lives in a personal message sent to me along is limited only by your imagination. You can your area should be invited as a fan. with a comment on my post. count on this area of social sharing and Web marketing to continue to grow. One key reason Encourage them to share your page with How would I have handled my ex- is QR code capabilities are being enhanced to others. You'll also be able to import con- perience five years ago? The company provide analytics that will allow you to learn tacts from your Outlook address book. never would have heard how unhappy more about the behavior of your prospects and If you've captured email addresses from I was, but my friends would have. The customers. your customers, you'll be able to find company's potential customers would them easily with this tool. have had a negative impression. Now, you've got about 30-50 fans. Now, the company took this oppor- HOW TO CREATE That's obviously not going to make a big tunity to respond back and handled the difference. So, what can you do to gener- problem before it turned into a larger AND SCAN QR CODES ate more interest? Start a contest, add conversation. So now, as a renewed and here are a number of sites for satisfied customer, you might hear me Tgenerating QR codes and they are all free. say, "Wow, they addressed my problem UGLY LAWNS, HAPPY LANDSCAPER My favorite QR code generator is Hicks Landscaping received 2,300 quickly. I must have spoken to a bad egg Kerem Erkan (keremerkan.net) because likes on its Facebook page by holding the first time." it offers many capabilities, which an ugly yard contest to generate traf- Decide how to handle negative com- includes generating the code in color. fic to its website. Visit bit.ly/uglylawns Another site that is basic and simpler to ments with a written policy for your to learn how. use Is Kaywa (qrcode.kaywa.com). employees. Here's what I'd suggest: Once you have created your code, & • If a derogatory or mean-spirited you need to copy it from the Web. An links to your advertisements, add a note comment is made that does not offer an easy way to accomplish this is with Jing (techsmith.com/jing). which is another on your invoices or promote your Face- opportunity for response, the comment free software application. book page with an email - this is just the will be deleted. Scanning a QR code requires you to tip of the iceberg. Once you get started, • If you receive a negative review or download a QR reader or scanner to your much of this will come naturally. comment and there is an opportunity mobile device. One that works well on my iPhone. to respond and fix the problem, don't as well as many other brands, including NO NEGATIVITY. And now for the mil- delete it. Show publicly how your BlackBerry and Android, is i-nigma lion-dollar question: Are you afraid of company handles problems of this (i-nigma.com). negative feedback? If someone has a bad kind. Most people are reasonable; they J_ SNOWFALL CONTRACTS FROM CHICAGO WEATHER BROKERAGE (CWB): AAweatheAr stations. No contract minimum. Giving a new meaning to the term options. snow | temperature | rain | fuel CHICAGO WEATHER BROKERAGE www.cwbrokerage.com (312)466-5666 [email protected] Brought to you in partnership with GIE Medias Snow Magazine. understand that not everyone will be a happy customer. Social Media Sometimes fixing a customer's prob- lem in a big way is even better than the OK, you've got your Facebook page set up and a few customer having a normal experience. It becomes a referral story and a memo- posts to your blog. Here's how to leverage your social rable experience. media connections into real business. By Diana Lauren Bernecker TWEET IT OUT. Can you say it in 140 char- ou feel like you're off to a good toward their next service in return. Step acters? That's what Twitter is looking Ystart, but you've only got 50 fans on 1: Become a fan. Step 2: Write on our for, a little piece of your thoughts. Much Facebook, 12 followers on Twitter and wall and tell us about your experience like a Facebook status, tweeting is the your Linkedln profile tells you you're with Moyer. Step 3: Fill out a quick form perfect way to get a short message out to only 80 percent complete. What should on our website. the world. Once you start your Twitter you do next? With this program, when we receive page, follow local businesses, commu- a new fan, we also capture their email nity advocates and industry leaders. SNOWBALL FANNING. Facebook is the address. This allows us to further cross- perfect tool to connect with your resi- market additional services. The com- LINKED RESEARCH. Linkedln is a perfect dential customers and prospect base. ment posted on our wall lets us express tool for commercial sales. As a profes- How do you go about gathering new our expertise to other fans and use as a sional networking tool, the site allows fans? Here are some ways we at Moyer testimonial. you to research companies and find de- Indoor Outdoor have gathered a larger cision makers. Your sales team can now fan base. COMMENT CATCHING. I ve found that you call confidently, knowing exactly who We started by randomly selecting one need to ask for feedback to receive it. to ask for. I began using Linkedln while fan to receive $25 in Moyer Money each Start from the very beginning by asking working as a recruitment consultant in week. Advertising this on our website your fans questions. Each time someone London to find potential candidates. To and notifying current fans, we added comments on a post, his or her friends head hunt, I'd call and act as though I more than 75 additional fans. see the comment. This gives you more needed their service, in exchange I was I then started a new program that page views on the newsfeed and encour- able to receive their contact details. encouraged positive feedback on our fan ages their friends to become fans too. Later, a team member could make con- page. Customers who become fans go tact and start the recruitment process. A through a quick three-step process and GOOD, HEALTHY COMPETITION. Applica- little sneaky, yes, but it worked well. are automatically emailed a $10 coupon tions like Wildfire (wildfireapp.com) BLOGGING BUSINESS. Earlier this year, I stepped into the blogging world. I started using my blog to promote my LOCK IT DOWN • marketing consulting company, DLB Creative. It allows companies to share Being connected is great, but be aware of what information you - or your employees - make available to your friends. thoughts and ideas quickly and fre- quently. Posting free guides, helpful tips he other day, I found my aunt on Facebook, and for the first time I understood why so and current events in your industry are Tmany people are worried about security. I wasn't even connected to her, and I could see just some of the ways to keep your blog her full address and telephone number. In a moment, I realized that security had very little to do with the sites capability to provide custom security options, instead it was a user error. active. Enlist help with the initial page When you start your personal Facebook page, use the privacy settings under your set up, but platforms like Google's Blog- account. Don't just assume Facebook will take care of it for you. I'd recommend customizing ger let you post with little difficulty. your settings. If you choose to accept customers as friends or even business connections, Realize that social media sites are you have a few options. Take into consideration the content of what you are posting on your personal page before posting it. You are the face of your business and so are your tools; they're not the answer to all your employees. Under the settings menu you can block certain Facebook friends from seeing marketing needs. your wall. This will help if you choose to share more personal information in posts. Use them as a way to share infor- As for your employees, it's important that you start a social media policy. A policy mation and develop trust. Avoid the covering use during company time, use of company's name, and information included in personal blogs are just a few of the items that should be included. Alongside this policy, traditional sales approach. Today's create opportunities for the employees to be involved in your page. You'll want to keep their society reads right through it and stops interaction positive. A great way to do this is through camera phones. Ask your employees listening. Instead, be a voice that helps to take pictures of some of the lawns your working on - before and after photos and current clients achieve their goals, L&L problems all make good posts and keep customers informed. MOVE AHEAD. OR BE LEFT BEHIND. We've got your number. Twenty-eight innovations and five pending patents add up to 33 new reasons to move ahead with the new generation of BOB-CAT® mowers. They're built smarter to fight operator fatigue, with easy-access maintenance you can count on to reduce downtime. Stay on the cutting edge. Make your move to BOB-CAT. Find a dealer and demo your future at www.bobcatturf.com. Make Your Move1 www. bo bcattu rf.com youtube.com/bobcatmowers ©2011 Schiller Grounds Care, Inc. www.lawnandlandscape.com/readerservice - #45 help you run professional contests without spending a fortune. To enter our latest contest, you need to upload a picture of your family spending time together on our Facebook wall. One lucky fan will win a full year of tree and Social search shrub care. It can be that easy, it's all about creating a fun reason to be a part Get ready for the marketing game changer. By Jeff Korhan of your company's fan page. As more people drop the Yellow Pages and use Google to find landscape businesses, your interactions on social media will become more and more important. Here's why. EASY TWEET. Although Twitter isn't for everyone, there are some easy ways to be TRADITIONAL VS. SOCIAL SEARCH. When a prospect is doing a search for a company like there for your tweeting customer base yours, they are using keyword phrases in their search terms to describe it. Google searches without the additional hassle. We link all the indexed Web content to send them results that are relevant, with location being a key factor. This is one reason you want to have your landscape business registered with our Facebook posts to directly tweet on Google Places to be easily found by your most important prospects - those that are local. Twitter. I personally have my Twitter In addition to location, timeliness is also important to relevancy, because fresh content account set to automatically update my that has recently been updated is most likely the most relevant. This is why Google gives Linkedln status. blogs and other websites that are updated frequently a great deal of credibility, and why you should consider blogging as part of your marketing. What else is this relevant to? Information being shared on each and every social network GETTING LUCKY. At networking events, including Twitter, Facebook, YouTube and Flickr, to name just a few. Recently, Google I'm constantly getting pulled aside to began placing more emphasis on real-time and social search, thereby throwing down the meet someone new. I was heading out gauntlet in front of their soon to be formidable social search competitor - Facebook. the door from an event and someone WHY SOCIAL SEARCH WILL BE A GAME CHANGER. To explain why social is so important yelled, "Diana, come meet Kathy." Af- to the future of search, I need to introduce a new term - social graphs. Your social graph is ter a quick two-minute conversation, I a digital map of your personal identity, your primary friends or connections and everything headed off. The next day we connected you share with them via the social networks. These maps help more prospects find you and your business. To be clear, you not only on Linkedln. have a social graph on Facebook, but one for each and every social network where you Kathy and I commented on each have a presence. However, it is essential to know that while Google can see the content on other's posts and sent event invites to Facebook pages, all of the information on the nearly one billion personal profiles is invisible one another. Eventually we ended up at to them - and that is the game changer. There is more activity on Facebook on any given day than there is on Google. And, the information on Facebook is rich with contextual data. the same event and as soon as I walked This is why you want to maintain a distributed presence on multiple social media sites, in, she ran up, said an enthusiastic hello while also engaging with your friends on Facebook. Your friends may not be customers, and gave me a hug. Yes, a hug. Imagine but they trust you, and that means they are likely to comment favorably about you. Those being set up on a blind date, meeting for innocuous comments are being indexed every day. Be sure your friends know what you do and how you serve your customers. The easiest way to do this is to establish a Facebook coffee and skipping the dating process, page and have them like it - thereby effectively merging your private and public Facebook going right to getting lucky. With social social graphs. media, sometimes it feels like your skip- ping a step. PREPARE FOR SOCIAL SEARCH. Here are some easy steps you can take to enhance your social graph on all social networking sites so that you will be prepared for social search. Keep your content fresh - Social graphs are digital maps that lead us to places. WRITERS BLOCK? Blogging is all about a As social graphing is more frequently done in real-time and location, better decisions personal style of writing. For a business become possible. While there may a number of businesses like yours that are suitable to blog, you'll want one person to be that someone doing a search, they are more likely to choose you if you have recently engaged in conversations that are fresh and relevant. voice. Not a great writer? No problem. Create social objects - In addition to relationships with people, you also have I'd suggest finding a local copywriter. relationships with objects that further define your social graph. Social objects are anything You may even want to start with three that is searchable on the Web - people, images, videos and music clips. to four, give them each bullet points and Share useful content - As social graphs merge, they become mutually more descriptive some research materials. and complete. For the most of us, our social graphs are largely empty space. This is why it is important to be actively engaging and sharing on the social networks, both on a personal With any social networking site, you'll and professional level. When you do this you are managing your destiny - building accurate need to become a conversation creator. social content that speaks to your integrity and trustworthiness. Find interesting topics, comment on Update your Google profile - Your Google profile brings together the data that is shared on your social networks into one place where Google can easily see it. Google is not perfect, others posts, upload photos and share a so you need to take this important step to help them help you. piece of you. It's a whole new popularity As new technologies emerge to integrate this growing body of social data, you can expect contest, and you want to become the search capabilities to rise to breathtaking levels - giving more accurate, more personal and homecoming king, L&L timelier search results that help you to be found by your ideal customers. You've got enough things to worry about. But with Drive® XLR8 herbicide, rain isn't one of them. Our new liquid formulation is rainfast in just 30 minutes. And a single application quickly controls a broad spectrum of broadleaf and grassy weeds — from crabgrass and foxtail to clover and dandelion — even at low use rates per 1,000 square feet. Let it rain. You've got Drive XLR8 •-BASF betterturf.basf.us The Chemical Company Always read and follow label directions. © 2011 BASF Corporation. All rights reserved. mm A FORMULAS FOR Gr SUCCESS! dln profile (completely). "Our future customers are going to expect to find us online," says Chris Heiler, marketing strate- gist and founder of LandscapeLeadership.com. "Not all of our customers now are on Facebook, but five years from now, they Social will be, and they expect to find us there. So, in some capacity, a company has to get on board and get active." Where to start? scene "The best thing to do is to get out there and engage," says Jeff Landscape professionals share how they use Korhan, who blogs and consults about new media and small social media to build their brands, capture leads business marketing. In his 35 years of marketing experience, Korhan says social media is "the opportunity of a lifetime." and nurture relationships. By Kristen Hampshire Why? Well, first of all, it's free. And second, businesses that invest time in developing a following now could set themselves he way to get "found" today by potential clients and apart from competitors in the industry that are slow to dabble raving fans who deliver referrals to your inbox is to in social media. Tstart socializing. Specifically, you need a presence on Essentially, social media is the new way to go to market: by social networks like Facebook and Linkedln, or a blog where building friends, linking in with contacts, sharing information you can tell your story and provide that free information and doing so in a non-promotional way. Social media is a key customers crave. driver for referrals in today's mobile consumer universe. Industry marketing consultants believe that not using social Lawn & Landscape spoke to three firms to learn how they media is no longer an option: That means at least starting a successfully use various forms of social media to cement their Facebook fan page for your business, and filling out a Linke- brand and attract fans who could become customers. an engaging, well-populated, mixer multiple social media platforms. Co- Building environment where a mishmash of han prefers a more personal approach community people gather to read and comment - and so do her followers. on her posts. This happens because "Blogging is a visual sport," she says. Susan Cohan Gardens Cohan has dedicated time to seek out "People want to see pictures, so I carry a target blogger community, comment my camera with me everywhere." She Susan Cohan, president LOCATION Chatham, on reputable blogs and update her own posts work-in-progress photos from NJ. EMPLOYEES 1 2010 REVENUES n/a CUSTOMERS 100% residential SERVICES online news reel regularly. projects, and her weekly feature, landscape design "The most important thing I learned Tuesday's Find, highlights interesting about blogging is that you have to be garden antiques and finds, along with a usan Cohan was an early adopter consistent and totally authentic in your question to prompt reader feedback. Sof online content marketing, whet- voice," Cohan says, calling Facebook She dedicates time to answer all ting her appetite for the power of and Twitter microblogs that comple- comments on her blog. "When some- participation and information sharing ment Miss Rumphius' Rules. (She may one takes the time to comment, you on garden Web forums. Twelve years post links on these social media sites, ago, that was the only type of social but she always creates new content.) QUICK TIPS media. So Cohan spent a good decade Another important thing she has answering questions and starting dis- learned: Don't spread yourself too thin Limit word count. Cohan keeps her posts in the 300-500 word range. "The single biggest cussions, then in 2007 she started her on social media. Pick the platforms mistake people make with blogging is writing own blog: Miss Rumphius' Rules (www. that work for your business, and use too much," she says. susancohangardens. com/blog/ ). them religiously. Don't skip weekends. When do your "For the first two years, I had two "You can't be (involved) every- prospects have time to spend reading blogs? readers and I was one of them," laughs where, and if you are on all of (the Perhaps not during weekdays when their Cohan, a landscape and garden design social media sites), you are a robot attention is likely focused on work tasks, consultant. "I didn't know about all and people won't listen to you," Cohan family or a myriad of other obligations. So keep information fresh when they're online the things you need to do to have a says, referring to automated systems and reading. successful blog." where a user can program and roll out Cohan's blog has evolved over the Facebook posts and Tweets and tools years into a professional platform - that allow you to post one time across TAKEAGOOD LOOK ATWHAT YOU'RE MISSING.TheToro®GrandStand™delivers unmatched traction and hillside stability, along with the most comfortable ride ever offered on a stand-on mower. And contractors tell us nothing performs as TORO Count on it. fast or cuts as well as the TURBO FORCE® deck. Find a stocking Commercial Dealer, schedule a demo and learn more at toro.com/grandstand. www.lawnandlandscape.com/readerservice - #47 FORMULAS FOR Talkin' « SUCCESS! have to respect their time with a But for $400, the investment was response," she says. well worth it. In fact, she has essen- m Tech In the past few years, Cohan's tially traded traditional marketing, blog has cemented her reputation such as sending postcards, for social with Jerry Corbett in her field and expanded her net- media like blogging and being active Quali-Pro Technical Services & Product Manager work of client prospects. Twitter (@ on Facebook and Twitter. susancohan) has helped drive new As for keeping up with offering this contacts, she says. "But the mistake experience, Cohan commits to blog- people make with Twitter is they fol- ging three times each week, spends low people who are like themselves. about an hour each day on Twitter I try to follow people outside of my and five minutes updating Facebook. discipline," she says. Cohan follows She focuses on quality followers. "I designers in various fields, maga- don't care if I have 100,000 followers zines and writers. "I establish myself on Twitter," she says. "I can't service carefully as an authority in my field 100,000 clients. I'm really looking for - someone whose work they might engaged followers who I can spur into want to look at." action in some way." Cohan is active on Facebook (www. That way is usually a referral: a fol- facebook.com/susancohan) and this lower has a friend, who has a friend, T .5G year decided to purchase a Facebook who sends that person to Cohan's /I2 Herbicide ad. It was ZIP code targeted, and the blog, who checks out her portfolio, ad stayed online for 10 days. Cohan who then calls Cohan for more infor- got a call from someone who saw the mation. And having a web presence New product introductions during 2011 ad, clicked through to Cohan's Face- is essential today, she says. "It's im- will testify to how busy we've been here book page and approached Cohan portant to share, and share broadly," at Quali-Pro. Thanks to the diligent for services. Cohan admits she was she says. "And be your own person. somewhat surprised by the response. Be the voice." research and development efforts of the tech team; led by our chief scientist and formulation guru, Allan Las; Quali-Pro Creating a following has received EPA registration for T/l 2.5G herbicide — the first post-patent combo Bartlett Tree Experts of Isoxaben and Trifluralin. Scott Jamieson, vice president LOCATION headquarters in Stamford, Conn. (100 offices around the world) ESTABLISHED 1907 EMPLOYEES 1,500 2010 REVENUES $160 million With the patent expiring on Snapshot CUSTOMERS 50% residential; 50% commercial SERVICES full tree services, soil management herbicide, we tested more than 20 unique combinations — taking full witter has become "The power in Twitter is individual," advantage of the latest in granule somewhat of a pet says Jamieson, explaining why he technologies. Featuring an improved T project for Scott Ja- decided to open his own Twitter ac- product formulation, which will be very mieson, vice president, count a year ago after talking with a apparent to our end-users, new T/l 2.5G Bartlett Tree Experts. marketing professional who advised is another example of the Quali-Pro While the corporation jamieson him to dabble in social media. "Can team's practical application of the has its own Twitter and companies tweet? Absolutely," he says. "Greater Than Or Equal To" mission. Facebook accounts, Jamieson's handle, "But people want to know who is be- @ChicagoTreeMD, is not all about the hind that tweet. Who is Bartlett Tree? business. It is, however, all about trees. When it's ChicagoTreeMD, they know To gain a sense of control over what is that tweet is from me." a vast, diverse universe of online talk, Jamieson's goal is to deliver worth- Jamieson has taken on Twitter as "a while information in a light, concise, Mtffl personal mission to understand it and interesting format. Twitter is just the Quality Turf& Ornamental Products build some community." platform to serve up this order. C2011 Quali-Pro. Quali-Pro is a registered trademark of MANA. Snapshot is a regtstered trademark of Dow AgroSoences Always read and follow label directions. The Power of Value. T/1 2.5Herbicide G The improved formulation is apparent, the control is outstanding and the value is a given. New T/l 2.5G from Quali-Pro, the first post-patent combination of the active ingredients in Snapshot," combines value and convenience with the proven power of Isoxaben and Trifluralin. Learn more at quail-pro.com. Quality Turf & Ornamental Products ©2011 Quali-Pro. Quali-Pro is a registered trademark of MANA. Snapshot is a registered trademark of Dow AgroSciences. Always read and follow label directions. www.lawnandlandscape.com/readerservice - #49 FORMULAS FOR Vé UCCESS! QUICK TIPS i¡JüMpJMUÍ Give, don't sell. Social media is not a platform for direct selling. "You'll turn everyone off," Jamieson says. "It's a place to connect - think of it like going to a networking session. You want people to know what you do, but you aren't running around saying, This is what I do!'" Consult with a pro. Not sure where to start with social media? Develop a strategy and get advice from industry professionals. Have fun. The thing about these networks - they're social. So have fun with them. "Try it - it may or may not be for you," Jamieson says of social media. "There are times when I think, 'I don't have time for this. But there is value - so I stick with it." "People want something of value," he emphasizes, underscoring how the old days of output marketing - sending the public a message - have been traded in for two-way, relationship/information based sharing. People want to learn, and they want to get to know you. "Give me information. Make me laugh. Make me want to connect with you," Jamieson says. "The main thing with Twitter is this build- ing of community that does not have a direct linkage to sales," he adds. "It's networking, building trust, creating a sense of commu- nity and expertise - Tf I want to learn about trees, I'll go to @ChicagoTreeMD.' I'm hop- ing at one point I'll connect (followers) to the business." There are certainly links. For instance, Bartlett Tree has been involved with help- ing the Toomer's Corner poisoned oak trees at Auburn University in Alabama. He AUTOMATE YOUR SUCCESS made the connection via a tweet. "From with GroundsKeeper Pro business software that perspective, I'm providing insight that followers might find useful and ultimately Organize your business better with g retweet," he says. ^Jlt's specially designed for the lawncare and landscaping industry, easy to use and affordable... Jamieson shares insight from trade shows with on-the-spot tweets. He has attracted people to his booth this way. Time & Materials Contracts People have even approached Jamieson Estimating Routing Scheduling Billing at shows and events after recognizing his Optional credit card processing photo from Twitter. Income & Expense Reporting "I have seen amazing things where I connect with people, tweet with them and JUST$399 go to a trade show and then people I have only seen online come up and say, 'I know SAVE THOUSANDS OVER you,'" Jamieson says. "It's like you know SIMILAR PROGRAMS E: TRIAL them through conversation and you can ADKAD TECHNOLOGIES / 1.800.586.4683 / WWW.ADKAD.COM/FREEDEMO.HTM just pick up." Meet Your New Manufacturer Direct T and O Insecticide Supplier Thor is hammering out turf and ornamental insecticide value. Imidacloprid and bifenthrin (the actives in Merit®, Talstar® and Allectus®) are two of the most effective Turf and Ornamental insecticides on the market today. Now Thor has a complete value priced range of T and O products containing these two great actives. It's simple to save with Thor. No order is too large or small and shipping is always free. Thor has 15 regional manufacturer direct representatives, one near you. Call now for a quick quote! 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Delivering says, is to ensure that tweets and Face- "As a larger corporation that has been book posts are congruent with the brand. more traditional marketing focused, information A company needs a strategy: a plan that we are trying to work hard at having Revolutionary Gardens integrates social media into the overall social media as an integral part of our marketing picture. complete marketing strategy. It's not a David Marciniak, owner/lead designer LOCATION Manassas Park, Va. ESTABLISHED "I see us working hard corporately separate thing." 2008 EMPLOYEES 1 2010 REVENUES less than $100,000 CUSTOMERS 95% residential; 5% commercial SERVICES landscape design Like you've never nce you get into the groove of blog- POWERED BY seen it... Oging, when you miss a daily post you feel like something's missing. "The whole day you feel off," says David Marciniak, owner and lead designer at Revolutionary Gardens, Manassas Park, Va. "My blog is my website," Marciniak says of http://revolutionarygardens. com. Information sharing is his mission and a way he differentiates his business from competitors. "We're not building rockets," he says. "Homeowners want information to be accessible to them, and there is reciprocity at play if they find someone who is willing to share that information. It advances me as the authority." Marciniak started blogging in 2008 when he took his business full time. "It was definitely a lousy time in the economy," he says, adding that social media has allowed him to cast a wider net, capture more leads, prompt refer- rals and nurture relationships so those friends eventually become customers. Path & Spread Hardscape Accent, Well & Water "There are only so many hours in a day, and social media allows you to be in Precise, warm white light more than one place at a time, and it gives you cheerleaders who help move & faster installations. you forward," he says. Get more bids, close more jobs... Most of Marciniak's social media time is spent blogging. He posts four days a 15 year warranty on LED components week, Monday through Thursday - and For more information and warranty details, sometimes Fridays, if he has photos or go to www.landscapelighting.com. a tip of the day he wants to share. He doesn't worry so much about length. "You don't need to be churning out 'War KICHLER and Peace' every time you sit down at the LIGHTING ^^ computer," he says. "What amazes me is how much people really dig on seeing progress photos or job-site photos, or about his business from job-site pho- marketing tools only works if you're even plan drawings or renderings." tos he posts. "Where the value comes consistent. People have high expecta- Marciniak spends about a half-hour in is through those referrals - where tions: They want updates, often. "If you writing each blog. He spends an hour someone who is in my network shares decide to blog, you have to be firm and daily on Twitter (@revgardens) follow- a post or photo with someone in their steadfast in your commitment," he says. ing threads. Facebook (www.facebook. network, and that comes back to me," "You have to make time for it." LAL com/RevolutionaryGardens) reinforces Marciniak says. The author is a frequent contributor to Lawn & his blog: He posts links to blog updates, But using blogs and other content Landscape. and posts photos and other teasers that eventually guide "friends" to the blog. As for Linkedln, Marciniak is still playing with ways to utilize this tool. For now, he treats it as an online resume. His business cards contain a QR code on the back that takes contacts directly to his Linkedln profile. "They can add me as a contact - its a short-hand way to exchange business information," Marciniak says. Converting friends into clients isn't Marciniak's focus for social media. But he notes that the sales closing rate for people who find him through his blog is about 60-70 percent. That's because clients can essentially prequalify them- selves by reading his blog. "They get a sense of the type of work I do, my business philosophy and my personality," he says. "At that point, they can decide whether this is the level of service they want." Meanwhile, Facebook drives in leads from his vast network of contacts, which Atlas Copco Cobra Pro — an efficient, gas-powered tool includes friends of friends who learn that digs fencepost holes, cuts asphalt, drives tent stakes, and even tamps ground. QUICK TIPS • No compressor, no hoses Tap into time saving tools. Marciniak follows • Lower emissions Twitter threads, but he uses a tool called • Highest impact energy of all gas breakers TweetDeck to stay organized. (This helps • Greater operator comfort muffle all of the noise on this bustling • Lowest vibration levels on the market network.) 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By Matt LaWell GLADWELL The fifth installment is Malcolm Gladwell's Outliers: The Story of Success The rest of the year's reading list includes: y now, Malcolm Gladwell is as much a Every time Gladwell writes another success Bbrand as he is a writer with big ideas. All story - whether in American computer of his books are in paperback, stacked on development or even youth hockey - the Linchpin tables near the front of any major bookstore. magic number really does seem to be about Seth God in His stories run for thousands and thousands 10,000 hours. If you devote 10,000 hours to of words in The New Yorker, and folks will your craft, you will be proficient no matter your How to Win Friends and read every one of them because few writers job description. "Practice isn't the thing you Influence People are able to fit everything together so well and do once you're good," Gladwell writes. "It's the thing you do that makes you good." If you work Dale Carnegie help us understand our own culture. The Gladwell brand is so prevalent eight hours a day, five days a week, that works now that even satirical websites, like out to about five years. 212: The Extra Degree MalcolmGladwellBookGenerator.com, have Sam Parker popped up. Enough is almost always enough. Gladwell So when Gladwell published "Outliers: The writes about geniuses for a couple chapters 7 Habits of Highly Effective Story of Success," a few years ago and the and reaches the conclusion that, eventually, People book's idea did not match those posed in his above-average intelligence is often as useful Stephen Covey first two best-sellers, most critics hammered and productive as genius. An IQ of 110, the him. That is not to say that "Outliers" is a general rule for success in graduate programs, The Prince bad book. To the contrary, there is a reason is equal to a genius IQ of 180. Sound odd? Gladwell has sold truck loads of books. Consider the NBA. A 6-foot-3 player stands Niccolo Machiavelli He can tell a story and he can explain a better chance of making it than a 6-2 ideas more clearly than just about anybody player, who stands a better chance than a Marketing Warfare else with a notebook and a keyboard. Is the 6-1 player. "But past a certain point, height AI Ries and Jack Trout big idea in "Outliers" - that success in any stops mattering so much," Gladwell writes. "A field has as much to do with circumstance basketball player only has See You at the Top as it does with hard work - as revolutionary to be tall enough - and the Zig Ziglar as those in "Blink" and "The Tipping Point"? same is true of intelligence. No. But by painting portrait after portrait of Intelligence has a The E Myth Revisited / success, Gladwell does manage to provide threshold." It might help to hire someone with graduate Michael Gerber * a bit of a blueprint for business owners, regular employees, even folks who just want degrees, but how many do to get ahead. you need in the office? Good to Great The age of great American tycoons is Jim Collins / probably over (best to have been born Be assertive. Gladwell also writes about around 1830, Gladwell posits), and there plane crashes for a chapter, and about why The Essential Drucker will be few opportunities again to rise to certain pilots tend to crash more often. One Peter Drucker / global prominence in computer development reason, he finds, is mitigating language. Hints (a 1955 birth would have been best), but and suggestions don't mean as much as Getting Things Done opportunity is still out there. Just put in your statements and commands. "We will do this" David Allen / 10,000 hours and be ready when it knocks. will likely lead to more results than "I think we Some other practical business advice should try this." Be clear. Be direct. Make your from a book that breaks down more than a point. L&L few misconceptions: The author is a freelance writer based in Want to succeed? First put in the hours. Cleveland. Start reading today. Order your copy at www.lawnandlandscape.com/businessbookshelf. mmm mmi mm rees don t stop growing and neither does Mauget. An R&D-focused company, we are constantly improving our proprietary formulations to take the lead in new technology development and industry innovation. Recognize our newest reformulations by their "signature" violet color: Imicide® - a broad-spectrum insecticide with exceptionally long residual and improved water compatibility. Mycoject™ Ultra - an antibiotic with improved solubility and a superior active ingredient. Beautiful trees start with good chemistry. The Right Way To Treat A Tree 5435 Peck Rd Arcadia, CA 91006 800-TREES Rx 800-873-3779 www.mauget.com © Copyright J.J. Mauget Co. www.lawnandlandscape.com/readerservice - #55 Jacobsen Landscape Design and Construction turned its former display gardens into a usable space for local organizations. The concept has paid off, creating greater engagement between Jacobsen and the community and giving the company more exposure and leads with potential clients. n the midst of the tough- from downtown Manhattan. est economic climate in A second design center and recent memory - a reces- showcase for its work opened sion that hit the metropolitan as an outdoor Landscape New York/New Jersey area Gallery in historic Barnsta- particularly hard - one land- ble Court in affluent Saddle scape business made a sub- River, N.J., a little more than stantial commitment to an two years ago. A garden investment designed to give This was, as owner and back to its neighbors and, in founder Glenn Jacobsen, turn, open up possibilities recalls, just about when the both in business and com- financial markets were in f showcase munity service. free fall. § Now in its 31st year in "When we started the Land- | Jacobsen Landscape turned a former garden business in the competitive scape Gallery project in July | center into a free meeting space for local northern New Jersey region, 2008, it was exactly when | groups - and a subtle sales pitch. Jacobsen Landscape Design our core customers - those 2 and Construction has its in the financial and service | By Chuck Bowen headquarters and primary industries - were getting hit i. design center in Midland the hardest," Jacobsen says. Park, N.J. - about 20 miles "It was bad timing. (The ^ at this new location is now based meetings and cultural paying dividends through activities at the Gallery, in- a better connection to its cluding landscape educa- customers and to its core tional seminars, garden club Northwest Bergen County meetings, church member ac- community, Jacobsen says. tivities or Chamber of Com- He's reluctant to give specific merce gatherings. numbers, but says the facility "This goes well beyond has resulted in "significant increasing the exposure of business" and solid leads for Jacobsen Landscape," he says. his company. "It is more about becoming "It gave us exposure in a part of the business and towns we haven't done residential community that economy) had an impact, no ings, networking groups, enough business in. The has been so good to us for doubt. Everybody saw their churches. It's a unique, out- leads that came in (from so long." stocks go down, liquid assets. door setting." the Gallery) are larger-sized We've been affected twice in And while the idea proved jobs, just because of the lo- BOTTOM LINE. Of course, the business in 33 years - that a good one, it did put finan- cation," Jacobsen says. "We investment is not all about and 9/11." cial strains on the company got involved in the school giving local groups a free - a new lease payment, six systems, chambers of com- place to hold their events. SET UP. A lot of landscape weeks of renovations and merce, community groups. The bottom line, as always, companies have display gar- staffing costs coupled with a It's not just a place, it's a is the bottom line. dens where they take clients reduction of business in 2009 space to engage. "Clients today are more and show them around. Ja- made it a tough year. "That's what makes it discerning than ever with cobsen's Landscape Gallery At that point, "it really work. You can't just put a their money and what they - housed in a former garden wasn't pulling revenue or building up. You've got to be are willing to spend on their center - takes that idea and leads. But we saw the turn- engaged in the community. properties, and this gives us adds another element - us- around in TO, when we had It's an effort, it's a cost too. more visibility and legitimacy able space donated to local dedicated sales from the A physical location is one in their eyes when deciding groups. exposure. We saw a marked thing, but you need to have where to invest." Jacobsen "It's free of charge," Ja- increase in '10," he says. relationships with whoever's says, L&L cobsen says. "As long as it's in the town." The author is associate publisher and LEADS AND NEW BUSINESS. a nonprofit group, it's free. In the past year, Jacobsen editor at Lawn & Landscape. He can Art shows, chamber meet- The three-year investment hosted nearly 20 community- be reached at [email protected]. FINDING FINANCING Lending outside the box The tough economy has made room for unique capital opportunities. By Lindsey Getz on Fitch used to be able Merchant Cash & Capital," fixed percentage of future Dto secure money at the says Fitch, who co-owns, credit card revenues and "snap of his fingers." But ever along with Shirley Hatten, advancing that money up Don Fitch and Shirley Hatten found an easier way to get a loan. since the economy tanked, Jamestown Feed & Seed and front, the company provides it's become an increasing Lawn Center in Norge., Va. a unique type of funding that late fees. Funds are automati- challenge to get a loan - more "They take a percentage of avoids some of the hassles cally transferred with current than 10 percent of small your credit card sales to pay that may be associated with credit card batches. business owners expressed back your debt." a more traditional loan. Once MCC CEO Stephen Shei- increased difficulty in getting Since its inception, Mer- the capital is available, MCC nbaum says it's an opportu- credit, according to a survey chant Cash & Capital (MCC) begins to collect an agreed- nity that's well positioned for from the National Federation has provided funding to more upon percentage of the daily landscape business owners. of Independent Business. than 7,500 merchants and credit card sales until the loan "Landscaping is an industry "In November 2009, we currently funds approximate- is fully repaid. It eliminates that has a great deal of sea- started looking at some differ- ly 2,000 small businesses the need to write a monthly sonality to it," he says. "We ent venues and came across nationwide. By "buying" a check and there's no risk of understand the ebbs and Ask about our NEW "MINI" Stump Grinder! 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Visit www.belgard.biz to learn more about our Contractor Resources designed to help you succeed www.lawnandlandscape.com/readerservice - #58 flows that come with this type couldn't afford to. We've of business and can provide already started to see a differ- them with the working capi- ence in doing that." tal they need in the offseason, One of the things that Fitch understanding that spring liked most about the MCC will come and revenues will process was how quickly cash eventually pick up again." was available. "It was our Fitch says he used some of the loan money to upgrade the facility. Securing capital during experience that if you put in some down time is exactly the request for the loan on arrangement with MCC al- ering this type of loan is to do what Fitch says he needed to Monday, you're funded by lowed them to take 17 cents your homework. do. "It was our slow period Friday," he says. on the dollar of credit card "You have to do some re- and we really needed some The fast timing was one of sales. "You're definitely go- search and make sure you funding," he says. the main reasons Fitch chose ing to be paying a lot more can work with the numbers," "We used the money to to go this route instead of a interest than you would on a he says. "If you're unsure, I do some exterior work and bank loan. "We didn't need conventional loan," he says. might suggest starting out upgrade our facility. Our to provide a ton of documen- "But it comes out on a daily small and seeing how it works feeling is that as we come out tation and go through a long basis and if you're doing well for you before taking out a of this recession we're going process, basically promising with credit card sales, you'll bigger loan. But for us, we did to be rocking and rolling. our first born," Fitch adds, pay it back quickly." start out with a big loan and We invested money into our laughing. Fitch says his best advice it worked well." LAL product when nobody else The biggest downside, says to other landscape business The author is a frequent contributor to did - maybe because they Fitch, is the interest. His owners who might be consid- Lawn & Landscape. * Internal pump will never leak * High pressure piston pump delivers up to 150 psi, perfect for spraying insecticides. * Included "Pressure Regulator" maintains a constant 25psi, perfect for spraying weed killers. GO FOR A JOYRIDE. * Quick service pump... The Pathfinder spreader/sprayer, Rover spreader Change piston o-ring in less than 2 minutes. and the new Pathfinder XC are commercial grade machines that will increase your productivity * Heavy padded straps and decrease your downtime. But don't take our with waist belt and chest strap. word for it, try one for yourself. Available at John Owe Land »tapes 877.423.4340 - groundlogicinc.com www.johndeerelandscapes.coni I 800-347-4272 Manufactured Exclusively by The Fountainhead Group, Inc. Makers of: D.B.Smith, Roundup, Grab & Go, & Field King Sprayers New York Mills - New York -13417 - (800) 311 -9903 Visit Us: www.TheFountainheadGroup.com www.lawnandlandscape.com/readerservice - #60 IMMEDIATE ACCESS TO AN INDUSTRY EXPERT Just pick up the phone. It's that easy! PLANET members have received quick answers to questions like these: Pricing/Bidding How do I get more involved with bidding on commercial properties? • What estimating software do successful landscapers use? • I am new to snow removal and not sure how to price my service: by the inch, hour, or area? 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Opinions expressed by the Trailblazers are not necessarily the opinions of PLANET. ^ (j^r Professional Landcare Network \ y BEST.. HIRING LESSONS WIWAYTS! FIRST.. - Exclusively designed low profile riser and open drum slot allow smooth, even hose wraps & NO HUMP!! - One piece all welded steel "A" frame with a full flow, machined from solid brass swivel. Motorized models feature a direct drive-NO CHAIN!! - State of the art CNC robotically spun discs & backed by the industrys most comprehensive 2-year warranty Selling lies DIRECT GEAR DRIVE John Wingfield needed a salesperson. What MOTOR CONNECTED TO A STEEL HALO NO CHAINS! he got was a headache and a valuable lesson. ohn Wingfield Jr. was on a medi- ated. In fact, not only hadn't she sold cal mission in Peru last year. That anything, she was working for a rival LOW PROFILE RISER & OPEN j meant two weeks away from his company when she should have been DRUM SLOT NO HUMP! business distractions, customer meet- working for Wingfield. She was also ings and cell phone service. charging the company As the president of Eagle Landscape credit card with $60 BEST... near Forth Worth, Texas, it wouldn't increments, making it and largest selection of high quality, professional grade have been shocking for Wingfield to look like she was enter- hose and safety reels for have a pretty full voicemail box, espe- taining potential clients, air & water in the industry. cially because his company just started when she was actually Wingfield a handful of new jobs. buying her groceries. But when Wingfield finally could get "It was about a $30,000 hit for me a signal, he wasn't happy with what in six months from all the cash out he heard. flow," he says. "I got back on day three," Wingfield And it could have been worse. Wing- says, "and I had all of these phone calls field was ready to buy $30,000 worth from property managers saying 'Who of equipment and hire more people the hell are you?'" because of the new jobs. Not exactly what you want to hear "Had we'd really been awarded those from your customers. jobs, we would've had to start another Confused, Wingfield returned the crew and hired more people, which calls to the upset customers and ex- means when I'd came back, I would've plained that he possessed signed had to fire all those people," he says. contracts between them and his sales- But it wasn't as if Wingfield hadn't person, "Sue." done some due diligence. When he Except, the customers had no idea hired "Sue," he was under the impres- who she was, and had never met her. sion she had sold $1 million worth of "That's when I put two and two work for her prior company. together and realized, uh-oh, we're in Wingfield even saw the contracts of * , trouble," Wingfield says. the work she sold. ¿USA MADE • USA QUALITYjUSA SUPPORTA It turned out Wingfield had been At least, that's what he thought. 800-COX-REEL conned. The salesperson, "Sue," never "She had shown me contracts, which sold the contracts. She just told Wing- I now know were just forged contracts field she did and had fake ones cre- that she had written," he says. c 480^20:5 Ilk KL * K i \ Warm- Weather r* \ Spurge, knotweed and clover are no match for the power of Surged Broadleaf Herbicide For Turf. Energized with sulfentrazone, Surge has the power and speed to knock out tough broadleaf weeds fast. And it even suppresses yellow nutsedge! Visual results in 48 hours! Your members will be pleased with the speed and performance. You'll be pleased with the economy of Surge's water-based amine formulation! Put the power of Surge to work for gou this gear! f Energized with Sulfentrazone f Warm Weather Weed Control f Rain-Fast in Just 6 Hours f Yellow Nutsedge Suppression f Labeled for Centipedegrass f Low Odor r~ ..... 1 yMvjr WÊÊÊÊ»ZÊCÊk BROADLEAF HERBICIDE FOR TURF KEEPOUT OF REACH OF CHILDREN • i ^ DANGER - PELIGRQ jaCSV^ K onxrt -ofc^r / HIRING LESSONS But Wingfield wasn't going to let her get away with it. Owning a company that is ap- proaching $3 million in revenue, Wingfield could handle the $30,000 a hit, but a smaller company wouldn't be so lucky. "My fear was she was going to keep doing this to employers, and I felt that I had an obligation to have it stopped," he says. "Because if she did this to a small compa- ny, that would have put them out of business and ruined that family's income." Having been through litigation before, and knowing "Sue" had no money, Wing- field took her to small claims court. He was able to recoup the unauthorized credit card charges (she signed an employee agreement, which prohibited her from such charges), and he was also able to get money back for a laptop she claimed was stolen, but Wingfield was able to prove otherwise. Through all of this, Wingfield learned a few lessons. He paid "Sue" less than the Viola wittrockiana 'Inspire" Golden Yellow' & 'Silverblue with Blotch' market value for a quality salesperson, but now is paying more for a salesperson, and that has paid off. Be truly inspired! "I was desperate for a salesperson and I tried to take the cheap, easy way out, and I paid the price for it," he says. "You've got to O Blooms one week earlier pay what people are worth." When Wingfield hired "Sue," he thought O High plug yield ^ | he'd be able to train her. But, as an owner, something always comes up, and you run O Unmatched uniformity in out of time. Now, he has weekly staff meet- ings where he hears what sales people have both fall and spring in the works, as well as reasons why a sale fell through. He also likes documentation O Tight blooming window of potential customers visited and details of expense reports. O 29 colors including 5 unique colors Though Wingfield says he hires self- motivated employees, there is nothing wrong with staying informed on what they are doing. Snap picture of the QR code "The lesson that I learned was just re- with smartphone to visit our ally to do your diligence and hire the right UUficTC Facebook page where you'll people, hire people with experience and learn more about 'Inspire'® not hope for them to figure it out on their Pansies! I J Pansies own," he says. "There's a big difference in an owner or a manager of a company micromanaging an employee versus keeping track and holding employees accountable." L&L Phone: 815.756.4546 / Fax: 815.756.9128 iillli Benary The author is an associate editor at Lawn & Landscape. [email protected] www.benary.com He can be reached at [email protected]. www.Qoilawn.com REINVENTING THE WHEEL Gain the Competitive Edge Cut Costs & Bid More 24/7/365 « FREE TRIAL Visit Us www.90Uawn.com/pr0m0 Enter Code: LL5 mum o ID ¡LAWN ACCURATE MEASUREMENTS. ONLINE. ANYTIME. 800.270.67 82 www.lawnandlandscape.com/readerservice - #67 Structure in the garden Look for these new flowers and shrubs that will help your customers add shape and form to the landscape. By Sarah Martinez Double the pleasure Explosion of color Good enough to eat Late-spring and Proven Winners ColorChoice's Berberis thunbergii 'Orange Monrovia's Bountiful Blue summer color new Bloom-A-Thon azaleas are Rocket' is being released from blueberry offers a heavy-set of New from Ball Horticultural now available from Greenleaf Plant Haven through Greenleaf super-sweet berries and new Co., Buddleia Flutterby Petite Nurseries. These re-blooming Nurseries. It features vibrant growth that is pink turning to Lavender features lavender azaleas are initially available in orange foliage and a tight purplish blue. flowers and gray-green foliage. four colors: lavender, red, white columnar habit. www.monrovia.com www.ballhort.com and double pink. www.greenleafnursery.com www.greenleafnursery.com Small and showy tree Flower power Good thing - small Enduring ember or shrub Ball Horticultural Co.'s new H. package Mystical Flame from Novalis paniculata Southern Living Plant Collection's 'Bombshell' produces H. paniculata Little Lime from is a new H. paniculata that Delta Jazz crape myrtle produces more flowers per plant than any Proven Winners ColorChoice has continues to shine when other bright, medium-pink flowers that previous cultivar. the same great flowers and color flowering shrubs have passed contrast brilliantly with its dark- www.ballhort.com as 'Limelight,' but comes in a their blooming prime. burgundy leaves. smaller package. www.novalis.com www.southernlivingplants.com www.colorchoiceplants.com Rich foliage Early-spring color Distinct and dazzling Broad spectrum Itea virginica Scarlet Beauty from Southern Living Plant Collection's Rhododendron 'Holden's Solar Weigela Rainbow Sensation Chicagoland Grows has deeper Nandlna domestica Obsession Flair,' available through Briggs from Novalis is a fascinating green foliage than any other features brilliant-red new foliage Plant Propagators, features new variegated form. Before sweetspire on the market. - richer than ordinary nandinas. distinctive true-yellow flowers with flowers appear, it lights up the www.chicagolandgrows.org www.southernlivingplants.com red blotches. landscape with its foliage. www.briggsnursery.com www.novalis.com Small is the new big in flowering shrubs By Ryan McGrath mall is the big trend for flowering shrubs. can be planted near a window or deck and S not create an overgrown hassle after a few You can examine this fact yourself years. Best of all, they allow the homeowner by simply strolling around an average to pack a larger amount of diversity and color neighborhood developed in the last several into a smaller space. years. What you'll find is a smaller lot, filled Based on how we have seen the market with a bigger house and a lot less yard. respond, giving homeowners flexibility and In fact, according to U.S. Census data, lot working in smaller spaces are important size has dropped from a median of about selling features of our new compact 10,000 square feet in 1990 to 8,500 square introductions. feet today. As we've capitalized on this trend, What does all this mean? It's simple. we've also seen a significant number of Homeowners have less room to work with in landscapers reach success by including more their landscaping and gardens. compact shrubs in their offerings. Here at Spring Meadow Nursery, we are For landscape professionals, the trend still selling larger-sized shrubs as strong as toward compact shrubs means more options ever. Compact shrubs are no doubt a growing in plant selection for new landscaping. trend, given the popularity of our newest Compact shrubs require less time and cost introductions less to maintain. In addition, compact shrubs SHRUBS NOW FITTING HOMEOWNERS IN can be included in mass plantings to reduce BOTH SPACE AND LIFESTYLE. lawn size and mowing. Not only do homeowners not have room for a 10-foot tall shrub, they don't have RECOMMENDED COMPACT SHRUBS. « s • * time to prune it. For good or ill, taking the Here are several new compact shrubs time to prune shrubs just does not fit most recommended for a variety of garden sites: American's on-the-go, smartphone-Facebook lifestyles. Butterfly Bush (Buddlela) - Butterfly Using naturally compact shrubs bush usually grows about 6 feet tall by You never know which eliminates the need for regular pruning. midsummer, a problem for smaller gardens. job will push your limits. This makes even more sense given the A new cultivar, 'Blue Chip' is a miniaturized Good thing Bobcat® attach- average homeowner likely doesn't have the butterfly bush, just slightly larger than 2 feet knowledge of how to prune the correct way. in height. 'White Ball' is another compact ments come with steel-clad The National Gardening Association's variety, reaching 2 to 3 feet tall. reinforcement that can't be annual National Gardening Survey in beat. They're Bobcat-built- 2007 revealed only 2 percent of survey Sweetspire (/tea vlrginlca) - Henry's respondents would qualify as master Garnet' is a popular cultivar with long white with performance matched to gardeners and only 7 percent called flowers. This native shrub is easy to grow and your machine and construc- themselves "gardening enthusiasts." The stands 3 to 4 feet tall. Little Henry is a dwarf tion that handles the rigors rest (91 percent) were self-described non- version of 'Henry's Garnet,' which is less than gardeners, casual gardeners or "just cut the 3 feet tall at maturity. Its smaller size makes of the job every time. What's grass," reluctant gardeners. it ideal to mix into a perennial border. more, almost every Bobcat These irregular gardeners don't have the attachment is backed by a time, interest or knowledge of how to prune Weigela florida - Weigela bushes grow to a their plants. They want something they can height of 6-10 feet tall, with a similar spread. 12-month warranty. just plant and enjoy, year after year, all year Their arching branches produce pink, white long - without any extra or red flowers in late spring to early summer. www.bobcat.com/steel5 work. Newer cultivars also offer interesting foliage. 1.877.505.3580 That is why we focus 'Minuet' is a dwarf plant less than 3 feet tall. on things like disease Two newer cultivars, Midnight Wine and My resistance, drought Monet, stand just 10 to 12 inches tall. tolerance, reblooming All of these compact shrubs will work in flowers, year-round interest today's home landscaping, large or small, L&L Bobcat Get wholesaler and deer resistance. locations and One Tough Animal These new shrubs will fit contact info The author is a marketing specialist at Spring in any sized garden. They Meadow Nursery in Grand Haven, Mich. •Bobear is a register« fr*jeman< of Bobea' Comp», 1081C-0 By Kristen Hampshire THE SAFE SIDE /////////////////////////////////////////////////////////// Safety and training case studies shared at GIE+EXPO highlight the importance of documenting policies and self-auditing in today's stifling regulatory environment. ccidents happen. And joins in morning stretching landscape companies exercises that prevent back Apay handsomely for injuries. The ritual began them by writing larger checks when Snodgrass attended a to insurance companies, seminar hosted by his insur- managing the cost of work- ance company for the forestry ers' compensation claims, industry, which is known for dealing with lost time and dealing with back injuries. suffering attrition when in- At the time, it was an issue jured employees don't return for Dennis' 7 Dees, as well. to the workplace. "We wanted to do something Then, there's the Occu- about that," Snodgrass says. pational Safety and Health The stretching does more Administration (OSHA), than strengthen the body and which is cracking down on prepare workers for physi- known violators. "I promise cally demanding work. "It you, this administration is gets the whole company to- very, very focused on enforce- gether," Snodgrass says. "We ment," says Chuck Stribling, used to just get to work in the OSHA federal-state coordina- Stretching before heading into the field can strengthen employees' morning, then batch out. It bodies and prepare them for physically demanding work. tor based in Kentucky. also shows that we are will- At GIE+EXPO 2010's Safe- ing to do something above ty and Training Roundtable, that includes training for em- and something to improve." and beyond - that safety is Stribling joined four industry ployees and documentation Here are some pointers important." leaders to discuss how to to protect the firm in case of from these panelists: Strib- Snodgrass took a more implement safety practices an audit. ling, Bland, David Snodgrass, specific look at safety several in the workplace. "If you have a safety pro- president, Dennis' 7 Dees years ago by partnering with "Safety can make you gram, that's a starting point," Landscaping and Garden his insurance representative money - and it can save you says Matt Bland, president, Center, Portland, Ore., and to analyze the company's money," says Rick Cuddihe, Bland Landscape Co., Apex, Gary Clevenger, national workplace injury statistics. president, Lafayette Con- N.C. Safety is ingrained in director of construction for He reviewed a recent re- sulting Co., Louisville, Ky., the culture of this 34-year- CNA Business Insurance. port at the forum, showing who moderated the forum. old family business. "It's a graphs and numbers: the "We have an obligation as passion my dad had, and it's ANALYZE YOUR RISK. Employ- reality of when, why and an industry to provide a safe a passion my brother and I ees are reminded of how vul- how safety is compromised. workplace, and that can also have. The biggest thing is to nerable they can be to work- The results were surpris- provide savings for us." start writing down and docu- place injuries every morning ing in some instances. For First thing's first: A com- menting programs so you at Dennis' 7 Dees. For the last example, Snodgrass figured pany needs a safety program have something to work from 19 years, every crewmember that the riskiest months of ////////////////////////////////////////////////////////////// The last time turf herbicides saw an innovation this big, man had yet to walk on the moon. Introducing DuPont™ Imprelis™ herbicide- one giant leap for broadleaf weed control. DuPont,M Imprelis" is the most scientifically advanced turf herbicide in over 40 years. Thanks to its innovative technology, you can control even the toughest broadleaf weeds—like ground ivy and wild violets—with more application freedom than ever before. Apply Imprelis" on rainy days, hot days, dry days, cold days ... even reseeding days, and experience longer-lasting residual control on a wider range of broadleaf weeds. Imprelis" is easy on the environment too—with one of the lowest application rates in lawn care, combined with low mammalian toxicity. Make the leap with DuPont" Imprelis" herbicide. AWÏ V ^ v I ne miracles or science - vy ^OuPont" Imprelis may not be registere^fx sale o}use mall States. Contact your Q^ht sales representi yfJeTnirao/es of science sandjmprelts*^? fraaematks oftegistered trademarks ttf DuPdht or ià affiliates. $ • OuRonr Imprelis" may nat be registere^ft* sale or use in all styes. ContaCt yourQuF\j)H sales representative for Retails and availability in your state The DtPoqWtol Logo. DuPont* ^ yfnTrnirac/es of science? and {mpreits^^r&rraaCm&ks oTkegistered trademarks tfDuPdrrt or ià affiliates. Copyright © 2010 E.I. du Poni déWetoours and Colnpafy. /Ill rights reserved^ \.-Vi^reUL» . S|\tv$r. • " \ - kSV \ V' //////////////////////////////////////////////////////////////////////////////////// our peak months is when we says. "If you want to focus on trained properly and it was have the most accidents," one place with safety, focus taking a toll on getting em- Snodgrass says. The reason there: new employees." ployees up to speed on equip- being, "you bring on new The average cost of a claim ment," Bland says, noting that hires for the season, maybe the first three months an em- a safety and training manager it takes awhile to train them, ployee works at a business is facilitates this orientation your wheels are turning pro- $22,000. "That new employ- so the process is centrally ductivity-wise and you're ee is where it's at," Clevenger controlled and consistent. working full capacity during says. What are these workers This was not necessarily the the middle of the season." hurting? Their fingers and case when training was led by This information helped toes - "the appendages." individual account managers Snodgrass plan early to pay Orientation training is and production managers. attention to safety. "That way, critical for establishing a Training is effective be- we can lower that big incline culture of safety from the cause employees also under- Employee orientation should in accidents," he says. get-go. At Bland Landscaping, stand there are consequences review safety policies and gear. new employees go through for not following through the year would be winter, START SAFETY EARLY. Most a thorough review of safety with company safety poli- when slip-and-fall cases are employees who get hurt suf- policies, procedures, gear and cies. For one, safety vests are more likely. fer injuries during their first expectations that takes about required to be worn on all job "But the reality is, the mid- few months on the job, Clev- a day and a half. sites, at all times. Bland has dle part of the season - June, enger says. "Length of service "What we saw was that a three-strike system for en- July and August - during is a big key (with claims)," he employees were not being forcing this rule. "First time Were You Featured In This Issue? Reprints enable you to reuse your article and simply place it into the hands of your target audience. Having been featured in a well-respected publication adds the credibility of a third-party endorsement to your message. Give yourself a competitive advantage with reprints. Contact us for more information regarding reprints and additional applications designed to meet your challenging market needs. 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Luckily, the Nissan N V is well-equipped with reinforced mounting points for shelving that eliminate the need for drilling into sheet metal, ample exterior space for advertising, and near vertical sidewalls that maximize cargo space and minimize the number of trips you need to make. So you can concentrate on the task at hand. NISSAN Commercial Vehicles Designed for the way you work. The Nissan NV Lineup. Innovation for all. For more information, visit nissancommercialvehicles.com Always wear your seat belt, and please don't drink and dnve. £ 2011 Nissan North Amenca, Inc. SAFETY TRAINING ////////////////////////////////////////////////////////////////////////////////////I you're seen without a vest, and the leader (in fleet inci- you are sent home without dents)," he says. "That speaks pay," he says. "Second time, to in-cab behavior. you are sent home three days "How many people have a without pay. Third time, you cell phone policy?" Clevenger are done." asked attendees at the ses- This down-to-business sion. "Is it: Answer the phone method is more effective if I call? Or, is it: You can't than writing up employees or use the phone while you're verbal warnings, Bland says. driving? You have GPS, lap- "We used to be too lenient," tops, radios in your trucks. he says. "(We decided) if we In-cab distraction is where were going to have policies, (accidents) are coming from we explain why we have - and rushing to jobs." Fleet safety is a big issue in the construction field, including them - and we like to re- Truck cabs are cluttered landscaping. Rear-end accidents are the leader in fleet incidents. ward - but we enforce with and drivers take on too many an iron fist." tasks while driving. Pick-up cameras that record employ- prioritize safety training and Clevenger says fleet safety trucks are responsible for ees while they drive. document procedures. An is another big issue in the more than 40 percent of employee was caught not construction field, includ- those rear-end accidents, he PERFORM AN AUDIT. Bland wearing a safety vest while ing landscapers. "Rear-end says. Tools that help enforce tells how an OSHA audit working in a right-of-way. accidents are pretty severe vehicle safety include in-cab prompted his company to "He was sitting on the • Professional Grade / High Quality Fu]] Line of Outdoor Power Products Equipment i- j yLj Our Family Has Everything Your Family Needs iu*^M /S CTTj / 0 —» ¡Um ietcol www.efcopower.com 5 Year No Fear Warranty a Visit Our Website for a § Dealer Near You '"''J rM MS* fiftifer- The more roots your plants have, the better their access to water and nutrients. Plant with LebanonTurf's mycorrhizal products to promote healthy, natural growth. Mycorrhizal fungi attach themselves to roots, creating a secondary root system that provides up to a 700% increase in the plant's ability to extract water and mineral elements compared Best of all Worlds™ www.LebanonTurf.com to non-mycorrhizal roots. For more information about mycorrhizal 1-800-233-0628 products, please visit www.LebanonTurf.com or call 1-800-233-0628. roots PHC //////////////////////////////////////////////////////////////////////////////////// copy of that information." OSHA training and educa- tion consultants will perform a full audit or focus on areas of concern. Business own- ers can use this review as a platform for change. Rather than waiting to find out what "little things" could get iden- tified in a true OSHA audit, the consultation red-flags issues in advance. The time invested in a consultative audit could save companies thousands of dol- lars. Cuddihe shares that he knows two contractors who were fined $150,000 after Companies should conduct their own safety audits that include in-facility and on-the-job inspections by a OSHA inspections."That's senior manager and the safety and training manager. the size of the fines we're seeing now," he says. "Can vest on the seat of his lawn- "They were lenient that and training manager. "We you imagine eating that as a mower," Bland says. first go-around," Bland says. evaluate the work process," business owner? And these Then when OSHA officers "If we are caught with the Bland explains. "Are all safety weren't large companies." inspected the company ve- same violations again - and vests on? Is anyone operating Clevenger highlights the hicle, they found other "lit- these were not that serious - equipment they are not certi- OSHA website as a valuable tle things" - violations that it can get very expensive and fied to use?" resource for companies. "The added up to a $24,000 fine. difficult for your insurance Stribling shares that com- PowerPoints are understand- Bland had documentation of relationship. We said, instead panies don't have to wait able and you can use those for safety practices and negoti- of looking at this audit as ad- for the audit to learn what training," he says. "Your tax ated the fine down to $6,000. versarial, let's talk about how potential violations loom at dollars pay for it." That fee was later dropped we can fix these compliance their companies. OSHA's In Bland's case, documen- to $2,000 after a meeting issues." "good guy" side is consulta- tation helped repeal some with the safety manger and a Not wearing the safety tion services: a rich resource of the OSHA violations and laborious OSHA review of the vest was the culprit of Bland companies can tap into to reduce fines. But documen- company's safety processes. Landscaping's OSHA audit. learn what areas of their tation also plays a key role in Actually, Bland shares that business need fine-tuning or how the company enforces its Safety STARS OSHA officers were headed a complete overhaul. safety policies and measures back from lunch and on their Each state OSHA depart- the success of their safety way to a large construction ment, and OSHA's federal programs. Tap into a free safety program and pick \ job to conduct an audit when office, has a consolation ser- Cuddihe emphasizes how up training and they spotted this violation. So vices arm that focus on train- having "proof' of policies on policy pointers from if^ they took a detour by auditing ing and education. They per- paper is critical. industry peers. The Bland's firm first. form free audits and provide "If you do have an incident STARS Safe Company Program (Safety Training Achieves The good news for Bland resources to help businesses with an injury or an inves- Remarkable Success), a was that his processes were avoid an audit. tigation, you can show that PLANET initiative, connects documented. The compa- "There is a wall between you have set plans in motion companies with the goal of ny has been conducting its the division of compliance to prevent (accidents) from reducing risk associated with the green industry. own safety audits for about and the division of education happening," he says. "With For information, visit eight years. Those audits and training," Stribling as- documentation, your compa- www. la ndca renetwork.org/ include in-facility and on- sures skeptics. "Consultation ny will be way better off." L&L riskmgmt/stars.cfm or call the-job inspections by a se- visits are not public record - 800/395-2522 for details. The author is a frequent contributor to nior manager and the safety by law, (others) cannot get a Lawn & Landscape. Straight talk on growing and operating a profitable landscape business. GREEN SIDE UP Audio CD Set (7 CDs - 8 hours) Learn Seven Keys to Reap Immediate and Lasting Success 1. Your Business: The power of a plan and getting to know banks. 2. Your Money: How to keep score, make a budget and get paid! 3. Your People: How to find, get and keep great people. 4. Your Operations: Safety, first. Systems and quality. 5. Getting Customers: Remarkable marketing and widening your net. 6. Keeping Customers: Build trust, satisfy - hey, delight! 7. You: See it, believe it, then take it on the road! Book Price: $19.95 Audio CD Set: $34.95 Combo Set (book and Cd): $45.95 GREEN Author Ed Laflamme, CLP, was founder of Laflamme Services Inc., a full-service landscaping company in Bridgeport, Conn. Starting out in 1971 with two mowers purchased with $700 borrowed from his mother, he built an award-winning company to revenues of $7 million and sold it in 1999. A much sought-after keynote speaker, author, consultant, business coach and mentor, he serves landscape business owners nationwide. For more details and to order visit: www.lawnandlandscape.com/store 800-456-0707 (or) 330-523-5400 Upselling fungicides Create an opportunity by diagnosing customer's lawn funguses and selling a solution. By Matthew Noon think we all realize how Although funguses wreak at every possible danger to many different things, and it Imuch the weather and cli- havoc on customers' lawns, it a client's lawn and to sell a doesn't necessarily have to be mate at certain times of the creates an opportunity to di- solution. I don't look at snow with money. It can be points year can affect our industry. agnose and sell a solution to mold or any other lawn dis- that are attained to win a flat For example, our lawn care your clients. By anticipating ease as another problem or screen TV or paid time off company is located in Mas- a customer need, you solidify setback with a "business as for example. If cash is the sachusetts. This can be a par- the perception that you are a usual" attitude, but rather an incentive, then a commission ticularly harsh climate dur- lawn professional in the eye opportunity that we have to can be used for each sale. ing certain times in the year. of the client. satisfy our clients' needs. Whatever it is, make sure it New England's weather can When a lawn has not been Not only can my lawn tech- is creative and lucrative for change overnight, and since exposed to sunlight for three nicians find fungus issues to the technician. we run a service business that months, it becomes a breed- diagnose, but will also in- involves the maintenance of ing ground for diseases and clude a complete evaluation REINFORCE EXPECTATIONS. turf, trees and shrubs, we funguses. In March and April of other possible issues. Think of your lawn techni- need to be able to react im- when the snow slowly melts, cians and team members as mediately to these changes we will see the majority of our MOTIVATE TECHNICIANS. Get- an extension of your sales for our customers. clients' lawns covered with ting a team of 15 lawn techni- force. Typically the climatol- snow mold and pink mold. cians motivated to get out to Be sure to also reinforce ogy of New England means We create a competitive your customers' lawns scout- the selling concept to them that the growing season can advantage that differentiates ing for lawn funguses to sell on a daily basis. What are start anywhere from mid- us from others in the industry a solution is a lot easier said your goals for fungicide sales March to mid-April. Within if we immediately expose our than done. Not only must per week? What progress are weeks of having a foot of customers to these issues and you coach them with effec- you making in meeting these snow on the ground, we can offer them a solution. tive sales techniques, but goals? Do you talk about this be administering our first Here are a few tips on how you must also create a buy-in every morning when techni- lawn, tree and shrub treat- to sell fungicide services. for them. A lawn technician cians walk through the door? ment. The drastic changes is not just going to increase Constant reinforcement is in weather and temperature PAY ATTENTION TO DETAIL. sales without proper incen- critical for a sales campaign can produce lawn funguses. I instruct my team to look tive. The incentive can be to be successful. W, DONT TRIM YDUR PROFITS! > ÎA / ij * _-«n.v • Î1 ? I^Ji Yfi '.y » Introducing New Edgeless Liquid Turf Growth Regulator. Edgeless integrates patented turf growth regulator technology to control the growth of grass and reduce string trimming requirements of both warm- and cool-season turfgrass. Edgeless is applied as a banded application wherever string trimming or edging of turfgrass is required. Edgeless can be applied to reduce the frequency of string trimming along fence lines ISM and around trees, gravestones, posts and poles and mailboxes. Edgeless can also be used to reduce the need ^^ for edging along the perimeter of lawns, landscape beds, sidewalks, curbs, parking lots and driveways. Proper application of Edgeless can result in up to 8 weeks of growth control greatly reducing the need for V^^Bfl trimming, resulting in improved profitability for professional landscapes by reducing labor and fuel costs. ^^Wjj^W For more information about Edgeless, contact your SePRO Technical Specialist J or call 1 -800-419-7779. Visit www.sepro.com. MMy«^ SePRO Corporation Carmel, IN 46032 l a -egtstered trademark of §ePRO Corporato«. A^a, s road and folow label cfirectorts l CopyngW 8011 SePRO Corporation n VC t ^'in I -;-11 •• UBs FOCUS ON OPPORTUNITIES. Another to allow the grass to ex- ringing off the hook with numerous example of a fungus sales success story tract nitrogen. In other complaints. Many companies would was last summer. In the early spring, words, our lawns were get defeated and bury their heads in it rained literally each day. Due to the nitrogen deficient and the sand. Not our company. I looked incessant rainfall, a lot of our fertilizer red thread was breaking beyond all of the problems and focused products were not being absorbed appro- out everywhere. Get a field guide on the opportunity that would arise from to ID common priately because there was no sunlight The phones were fungicides. the erratic weather. It was yet another chance to fill our clients' needs in a time of crisis. We had weekly meetings on the condi- tion of our customers' lawns and how to educate them and sell them a solution to Doing one thing well their problem. When lawns were being 2* overrun with red thread, we sold a fun- for a quarter century. gicide treatment which took the worry ^••^ANNIVERSARY away and we assumed the responsibility of eliminating the problem for them at People see the commitment it takes a cost. That summer our June and July sales numbers increased by 30 percent. to only focus on specification-grade Although many times customers will architectural and landscape luminaries. complain about the additional cost of They appreciate that each fixture, taking care of an unforeseen issue in their lawn, most of them understand transformer and accessory is as long as you fulfill your promise to designed and manufactured in the eliminate the problem. You must also constantly educate the client. This United States. People rely on the process often falls to your team and it is insightful engineering, the technical support imperative that they know how to com- municate with the customer to explain and the hands-on training. the problem and to deliver a solution. People value doing business with a company BE PROACTIVE. As professionals we have that's been doing one thing well for 25 years. to be proactive with our clients. There is nothing worse than to hear that a com- It's the trust and confidence. The pride, when petitor of ours told their customer that the lights go on. red thread will "go away" on its own with proper amounts of sunlight and fertiliz- ing. The client wants results and they are willing to pay for a solution. When we VISTA do not react to our customers' problems, PROFESSIONAL they will not value our service and the OUTDOOR customers will challenge our expertise in LIGHTING lawn care. Once credibility is lost, you've 3! probably lost that customer. Do one thing today. Call 800-766-VISTA We need to be proactive and antici- pate the problem. We, as the experts, or visit www.vistapro.com must take the control and be ready to take care of the business relationship. By doing so our customers are satisfied, our lawns are green and our pockets are, too. L&L The author is president of Noon Turf Care based in Hudson, Mass. The industry's best website JUST GOT BETTER HOME NEWS PRODUCTS BLOG MULTIMEDIA day, March 23, sou LATEST NEWS JefYKorltan receives blog recognition The Lawn 6c Landscape columnist currently ranks HORTICULTURAL 12th on list of top marketing SCHOLARSHIP blogs. Brickinan helps ¿ÔJjUÇdT behind the scenes Small businesses need at WGC Cadillac Tournament funds to compete The Miami team helj Country Club and Si The U.S. Treasury Secretary Timothy Oeithner micro burst took out Mid small businesses need greater access to shrubs on golf courst capital. The department is considering tax incentives and direct landing programs. Structure Sti Finding new uses for old items introduces in •y Ve Ascord V* voNi feature Landscape» and gard' The Zone Map helps apply recycled mater landscape» know which plants projects. to choose. Scotts to remove phosphorus in PLANET fertilizer The 35th The transition will be complete brought ^ by the end of next year. from 60 colleges industry-related event?? Nufarni promotes 2 Log on to our newly redesigned website and check out the industry exclusive content. www.lawnandlandscape.com Alternative actions Tips for lawn disease management that require less reliance on fungicides. By Franks. Rossi n spite of the general worry struggled with surface feeding peratures into the evening hours, susceptible. However it cannot about the current economic insects, why wouldn't we plant creates ideal environments for be extreme. Therefore we Iissues in the United States, endophyte-enhanced grasses we foliar diseases such as dollar recommend that water be the public remains concerned know provide natural resistance? spot, brown patch and Pythium. supplied for most turfgrasses about environmental quality. The National Turfgrass In this case, mowing may not to supply between 60- 80 A 2009 Gallup poll reported Evaluation Program has been solve the problem, but air move- percent of water lost to that more than 45 percent of conducting trials with all the ment will. It is well established evapotranspiration (ET) in a deep Americans are "very worried" major turfgrasses for the last 30 in research that air movement and infrequent pattern to keep about the environment. years. In those years, we have across a turf that leads to plants healthy and reduce need When it comes to seen enormous increases in disruption of the leaf surface will for fungicides. environmental issues in the disease resistance. For example, Turf nutrient management landscape industry, it can let's take gray leafspot. is vital for plant health, yet the be summarized into concern Gray leaf spot was such a primary nutrient often involved in over the use of fertilizer and devastating disease of lawn disease management is nitrogen. pesticides. To that end, laws are height turfgrass that many Nitrogen should be the focus being promulgated to restrict university personnel were simply of our programs as we strive to or ban the use of traditional not recommending the use avoid excessive growth leading pesticide chemistry. This will of tall fescues and perennial to lush, disease-susceptible present significant challenges for ryegrasses. Breeders began to turf. Yet under-supplying the the landscape industry. investigate resistant ecotypes plant with nitrogen will reduce Pesticide use in lawn care from around the world, and within leaf growth and allow for certain includes herbicides, insecticides five years of research there was diseases to persist, such as red and fungicides. Of these a palette of resistant varieties thread and leaf spot. products, herbicides are the available that have made this Laws restricting pesticides create most widely used followed by problem almost obsolete. a greater focus on alternatives. • Reduced risk and bio- insecticides and then fungicides It is time we start investigating fungicides. The EPA classifies for disease control. Oddly, when this avenue for enhanced turf reduce foliar diseases. This may fungicides that are applied at it comes to the severity of a performance. We may also find require some brush removal to low rates, with low toxicity, low problem that would lead to turf that if our customer's lawn create "alleys" for air to move chance for resistance and limited loss, the use is disproportionate. improves, we find a new revenue through. non-target effects as reduced Weeds don't kill lawns, and stream, and, in the end, we use Interestingly, there is some risk. These types of products insects and diseases do. fewer fungicides. Maybe you research that suggests early with active ingredients such as The question remains that could call it "lawn refresh" or morning irrigation that knocks boscalid for dollar spot control, if our lawn diseases can be so "shifting to sustainable"? the dew and condensation off polyoxin D zinc salt for brown devastating and fungicides may the leaves may reduce certain patch control and phosphite only be of limited value, how • Cultural shift. Often the only foliar diseases. However, in 2010 materials for Pythium should can we improve our chances in aspects of lawn management most of the disease problems be the cornerstones for disease controlling lawn diseases? we can control directly are I observed with lawns were management. the cultural practices. How we because of lawn irrigation, not in These products show excellent • Host resistance. In my mow, water and feed can have spite of lawn irrigation. performance under low to judgment, if we are not using profound influences on lawn Most lawns are overwatered, moderate disease pressure. lawn grasses developed in disease management. The same as many statistics will show. But Most of the time for lawns these the last five to 10 years with principles apply as did for the worse yet is the lack of uniformity products will meet your needs improved disease resistance, growing environment, in that of the irrigation systems. Most for disease management on their we are not servicing our client maximizing plant health will help systems do not apply the water own; however, when disease properly. This is not absolute, reduce the need for fungicides. uniformly over the lawn. This pressure is great, they can still as sometimes a lawn grass Mowing with a sharp blade means there are persistent wet be used to reduce the use of adapts to growing environment and at the proper height that and dry spots. traditional fungicide chemistry. and thrives; however, improved allows for good turf density and Often the lawn is irrigated varieties may often lead to excellent rooting are the first to the dry spots to avoid The author is an associate professor enhanced water and fertilizer use steps. However, one factor is overwatering the wet spots. This at Cornell University. efficiency. known but often unable to be leaves the dry spots wanting I often wonder why we don't adjusted and that is mowing for more water. In 2010, with develop regular renovation plans frequency. prolonged periods of dry weather, For more tips, including that work to introduce improved As we strive to reduce our fuel many areas relied on irrigation in climate control, reduce risk grasses into our lawns. This is use, often by reducing mowing the absence of rain and this lead bio-fungicides and integrated especially true for lawn pest frequency, the grass leaves can to persistently overwatered and management, visit www. problems where we have had remain wet for longer periods of disease-susceptible turf. Iawnandlandscape.com and a history of insect or disease time. This persistent leaf wet- There is no question that search "fungicides." pests. For example, if lawns have ness, especially with warm tem- drier turf is often less disease Two products now available to optimize weed control timing. Choose your Cavalcade® weapon of choice in the battle against weeds. New Cavalcade PQ unites two active ingredients with proven synergy to deliver preemergence and postemergence control along with greater flexibility. Perfect for late round one application, it attacks crabgrass before and after it appears and wipes out tough enemies like dandelion SipcamAd^an and clover. Cavalcade 65WDG provides preemergence protection against grassy and broadleaf weeds including The Natural Choice™ crabgrass, Poa annua, prostrate spurge and knotweed - 30 in www.sipcamadvan.com all. Cavalcade PQand Cavalcade 65WDG. Now ready for 800-295-0733 active duty. ©2010 Sipcam Agro USA, Inc. Cavalcade is a registered trademark of Sipcam Agro USA, Inc. I The Natural Choice is a trademark of Advan LLC. Always read and follow label instructions. www.lawnandlandscape.com/readerservice - #80 CALLI 210 ¥ S-\ Understanding fungicide registration How fungicides and other pesticides reach turf and ornamental professionals. By Todd Burkdoii often speak with lawn and requires manufacturers to from four in 1995 to only 1.3 in similar to those conducted by Ilandscape professionals who provide extensive data before 2005-2008. pharmaceutical companies. want to know when that new a new fungicide product can be Before the U.S. Environmental • Eco-toxicology tests fungicide they've heard about will approved for the market. Because Protection Agency (EPA) can study the effects on wildlife. be available. Turf and ornamental of this, a new active ingredient register a fungicide, it mandates Researchers determine if the professionals are also curious takes, on average, 10 years to that manufacturers verify the fungicide affects birds, fish why their industry peers in reach end users. fungicide won't hurt you or and other aquatic animals. different states can access a With only a limited number of the environment when used Compounds are also tested to fungicide that's not available in basic manufacturers investing according to the label. To prove ensure non-targeted plants and their own market. in new fungicide, herbicide and this, the product undergoes as insects aren't affected. So why does it seem fungicides insecticide modes-of-action, turf many as 120 tests which include: • Formulation optimization take a long time to reach the and ornamental professionals are • Human toxicology studies tests analyze the best way to market, or never become seeing less new chemistry. assure users the fungicide package the product based on its available at all? All new pesticides A recent CropLife America doesn't harm humans. chemical makeup. For example, must undergo many tests and study found that bringing a new Researchers look for any short- researchers may determine the trials to prove they're safe for product to market reached an term effects, such as what product is best used as a liquid the environment and won't harm average of $256 million per happens if the fungicide is versus a granular. These tests people or animals. product in 2005-2008 and the inhaled or comes in contact with also determine the best method number of products actually the skin. Researchers also look for applying the product. • So what takes so long? making it through the research for any long-term health effects, • Turf transferable residue The federal government heavily and development stages to such as reproductive or hormonal studies showcase how fungicide regulates pesticide use, which market introduction declined disruptions. These tests are very residues may be transferred, such as on shoes, mowers or soil types - that's why the label harmed in the process. This is tests that meet their unique maintenance equipment, from will say, for example, it's okay to why manufacturers stress that state requirements. In addition, treated turf to other surfaces. use on turf but not on sand. you must carefully read and products don't always pass • Biology efficacy trials These rigorous studies can always follow label instructions. individual state registration determine how well the product take up to six years to complete. But the approval process because of local laws. That's why works for its intended purpose. Once all the necessary data is doesn't end there. Once a you sometimes see an industry Although this data isn't submitted ready, the manufacturer submits manufacturer receives federal peer in another state with access as part of the federal registration it to the EPA for review. EPA approval, each state to a fungicide that is unavailable package, it must be available if reviews the fungicide. The state to you. the EPA requests to review. Of • EPA Approval. During registration process typically After many years of review, course, this information often registration review, the EPA takes four to six weeks to the product is finally ready to becomes apparent once people thoroughly evaluates all the complete. reach distributors' shelves, and begin using the product - if it results. The EPA can take up to However, some states, such ultimately lawn and landscape doesn't work, it won't sell. 21 months to review a fungicide as New York and Massachusetts, professionals, L&L All trials are designed to for turf or ornamental use. If can take up to 15 months to determine how, when and manufacturers are seeking review the pesticide. California The author is a technical specialist for where it's appropriate to use additional use sites on the label, also generally takes longer to BASF Professional Turf & Ornamentals the fungicide. For example, if the review time will increase. gain local product registration and licensed state of California the product is shown to cause If the EPA agrees with the because products must pass pest control advisor and qualified skin irritation in laboratory manufacturer's findings, the the California Department of applicator, based in Visalia, Calif. tests, labeling on the product EPA registers the fungicide and Pesticide Regulation's individual will require applicators to wear the manufacturer receives an protective equipment, such approved label. The label details as gloves or long sleeves. Or exactly how to use the product to / / A new active ingredient takes, on pre-registration research may achieve the best results, so those • • average, 10 years to reach end users. determine that a product has the coming in contact with a treated potential for leaching in certain area and the environment aren't Professional Protection lor: Nosta • Day Lilies • Impatiens Hydrangeas More DEERPRO™ REPELLENT FOR SPRING & SUMMER provides your customers with professional strength, long-lasting protection for the growing season. • Invisible protection with no offensive odor. • AERATE ^^ • Concentrate mixes with water, will not clog sprayer. • An exciting new product for an exciting new niche -R FirsM in the landscape services market. • Professional product developed and backed by 30 years • SLICE y* roducts of success in animal repellents. • USE ON TYPES OF TURF I INNOVATIVE TURF EQUIPMENT CALL or VISIT TODAY 877.486.3337 800-363-8780 | www.1stproducts.com DeerProRepellent.com www.lawnandlandscape.com/readerservice - #83 COACHING WINS new generation of employees has make the change, you're going to have a entered the workplace armed with hard time dealing with the new mindset Aa new set of expectations, and, as employees have these days." a result, has turned the conventional Hoopes says the process starts with supervisor/supervisee relationship on understanding this "new age" worker, Be a coach, its ear. who is much more self-absorbed than Out is the "boss." In is the "coach." his predecessor, and who, consequently, not a boss And, says Bill Hoopes, former sales needs to see the value behind any move training manager at The Scotts Co., that comes from management.Basically, supervisors who don't make this knowing how to get this employee to Modern workers transition are setting themselves up buy in to what the company is doing tequiresuperv-sors for failure. ensures a better opportunity to get the _ . how the' Speaking at the 2010 GIE+EXPO most from him or her. in Louisville, Ky., Hoopes, who Communication is key, says Hoopes, is now president of Grass Roots who added that he's talking about real Training in Delaware, Ohio, said communication and not just the old Gen X and Gen Y employees want "because I said so" boss tack that served to be taught, not told. as gospel in the past. "Mature managers find it "Effective communication contains hard to change with the times," answers to the questions what, when, Hoopes says, "but if you don't where, and how," Hoopes says. "Then Beneath lawn lies the roots of success For over 75 years Program Brokerage Corporation has specialized in "Bed Divider" insurance programs for the landscaping industry, cultivating loyal relationships with over 5,000 lawn care and landscaping companies Not exactly what we nationwide. nave in mind when P^terrinstooor^awn We specialize in providing insurance to protect you against risks that Presented by: can jeopardize the growth of your business. General Liability>Property>lnland Marine>Commercial Auto>Umbrella/Excess products can improve LVlLfl your landscapes, Eocmcs. inc. contact us today- Program Brokerage Corporation 333 Westchester Avenue, Suite E-102 White Plains, NY 10604 Gary Shapiro|Phone: (316) 496 - 1346 [email protected] 1-800-EDGINGS www.olyola.com www.programbrokerage.com www.lawnandlandscape.com/readerservice - #85 ONLY,L P in THE INDUSTRY MAY 2011 Ul , .SOCIW- How to stand out In a world filled "si Wh«t»«P „ witTurhn t othl pag»e box 10 ? and find out. ^ AN 2011 Profit Booster, PO ^m Creative financing, PQ 00 nSTnni^ ¡jfinTts [in Here are some examples Hoopes offered of how a good coach will trump a bad boss every time. COACHES comes follow-up with hands-on coaching to help the team form habits Assign tasks Teach people how to succeed that lead to success. When employees Use fear Use positive energy understand, they buy in, and they Polarize positions Put workers and supervisors together become motivated." Say people are lazy Have faith in people Hoopes say his experience in deal- Rely on stars Build team synergy ing with human resource matters Drive people away Reduce turnover over many years convinced him that Isolate a leader to the point that the staff coaching is the only way to go. Maximize leader influence can't stand him/her "It saves headaches for sure - for Say "get to work" without properly outlining everyone involved," he says. "But expectations and teaching the ways of the Begin coaching from day one more importantly, doing everything job and the company right benefits the employee and the Isolate too soon Maximize early support company. And that's really what Believe training is optional Mandate training everyone wants when you get down Assign tasks without any regard to the Confirm skills and then assign tasks to fit those L&L to it." employees' particular skills skills React if - and sometimes only if - there's a The author is publisher at Lawn & Landscape's Follow up on the job negative result sister publication Garden Center magazine. He can be reached at [email protected]. See people as a resource Treat people as individuals Listen to, respect and involve their employees Dictate, demean and isolate in the success of the company Steel edging creates a clean line between planting beds and turf to retain mulch and stone, and forms paths and driveways. The LARGEST Manufacturer of Steel Landscape Edging A Clean Cut Professional Appearance Durable Powder Coat Finish Available in Green, Brown and Black Large Selection of Accessories www.lawnandlandscape.com/readerservice - #87 decorating tüt Holiday lighting Your customers' spending spirit can serve as a profitable present to your bottom line. By Lee Chiicote ix months before the weather outside customer base that can afford your services their holiday spirit, but now McClure relies Sgets truly frightful, Ray Reed of R&R and distinguish yourself from competitors. on word of mouth. Lawn Care in Tampa, Fla., is busy getting Breaking into holiday lighting can mean He also pre-qualifies his customers. "Our ready for the holiday lighting season by handsome profits. Reed, whose company minimum order amount is $ 1,000 right now developing promotional materials, ordering started off doing landscape work before - generally if you spend below that amount, supplies and contacting clients. By the time branching out into holiday lighting, says the your house will look half-done," he says. the colder weather arrives, he's ready to in- average markup on holiday lights is 25-30 Once Reed and McClure identify pos- stall his custom-fabricated lighting displays. percent. His clients pay $1,800-$2,500 per sible customers, they meet with them, de- Then, a few months before the holiday year for installation, and because they've velop a scope of work, take pictures of their season begins, the dreaded ads begin to already purchased the lights and paid R&R house and draw computerized renderings. appear. "We hang holiday lights,"the ads cry. to store them, he's virtually guaranteed their "Once we close the deal, we'll set an These claims are something that Reed, who business for years to come. install date and do a schematic of the house has been in the holiday lighting business for Reed, who grew his business initially by with the lights numbered," Reed says. "Then 10 years, finds truly frightful. advertising in newspapers, on TV and on we set a take-down date with the client and "There are a ton of guys that hang lights, the radio, now generates most of his busi- store the lights for the season. They look at but there's a big difference between your ness from his website or referrals. He closes it as a multi-year investment." average lighting company and ours," he about 15 percent of his leads. "We focus on About 60 percent of R&R's business says. "We get calls from customers that want households with an income level of at least comes from existing landscape clients, us to troubleshoot things like melted plugs, $125,000 per year," says Reed, who saves while 40 percent is new business, Reed esti- burned out lights and house damage - time by pre-qualifying his clients over the mates. He also gets revenue from up-selling that's because they hired a company that phone. "Otherwise, people will waste your clients on holiday lighting features. "We didn't know what they were doing." time and it's more hassle than it's worth." did an animated Santa display on a house, Holiday lighting is a big business these Kevin McClure, manager of LKM Mowing which added $2,100 to the original cost of days. Many upper-income households and Landscaping in Normal, III., has devel- the lighting," he says. "After we installed it, don't want the hassle of installing lights oped his holiday lighting business through the customer paid $ 1,500 per year for us to and are seeking a professional look. The key referrals and a good website. Up until a few install, take down and store the lights." to success in the holiday lighting business years ago, LKM sent postcards to upper- R&R's lights also come with a 15-year is to understand the product, identify a income neighborhoods well-known for warranty, which means that Reed's custom- ers don't have to worry about calling their contractor about burned out bulbs. "They're only buying the lights once, as long as they continue to use our services," he says. LKM Mowing and Landscaping also gets much of its holiday lighting business from existing clients. McClure says that while he has seen a decrease in business because of the reces- sion, it hasn't been dramatic "Our customers aren't cutting lights from their budgets," he says. "They may switch their budgets around to accommodate doing the lights, but it's something that's important to them, especially if they have small children." BECOME THE tlolidau Lighting EXfMVt in Your Area % Exclusive Product Line ^ , ^ No Franchise Fees HOW OJfeWtj # Year Round Support # Commercial Products % M # Complete Marketing # Interior Products Ii.' Capabilities l: A ¿L .A — SÜ K 1 r (irm ninnrn .f üVV i srÄ.* k ^ Ih /' #? ,i5f ii. f* r í^ ;v-|¿ fr.«;.:••'f rrr " ,'' ' J . » f^i* T-TT fl Vmt» •JB «te" ? i i ° i « i t MITE OB ¡PlKllI>M«E1>ls»Mll7ireiI»rs in™ decorating www.sayitwithlights.com Retail & Commercial Sales lëëMi: •••i I lardscape Despite the tough economy, there can still be success in this market. By Lindsey Getz elling hardscape installations like pa- hydrology, both above and below the manage the division. Angell says that fiscal Stios, walkways, and retaining walls can ground, and the depth of the base needed responsibility and knowledge of organi- be a profitable, but it takes dedication. to support the traffic use on the system," he zational management and administration Richard J. Angell, vice president and says. "The single most important phase of skills can help the growth go smoothly. But director of landscape construction and the entire installation happens in the grad- marketing is also critical, especially in this operations at Green Legacy Landscapes, the ing of the subsoil and the paver bed. We tough marketplace. It's important to stand landscape design/build division of Pavers have seen and been replacing patio failures out from the crowd. One way this can be Plus in Grand Rapids, Mich., says that work- in the past few years because proper sub- achieved is by giving the client an opportu- ing with hardscape projects can be a big surface grading and control of the hydrol- nity to view the product in advance and get commitment and it should be something ogy was not being addressed to its fullest them excited about the possibilities. the contractor is passionate about if they're extent. Excavation, drainage, and compac- "It's good to have an area to display going to get involved. Hardscape projects tion of the base materials are critical in the products that you install," says Angell. "A are not short turn-around time jobs like a lot performance of the paving system." showroom and high quality photos in a of landscape maintenance projects. It's not In regards to hardscape maintenance, portfolio always help. You can also carry uncommon to spend consecutive days or Angell says that most installation contrac- brochures of the manufacturers that you even weeks on a single project. tors do not include any maintenance in the use on a regular basis. And use the Internet Green Legacy Landscapes has been in- original contract. But it can be another op- and have a section on your website that volved in all types of hardscape installations portunity to make a sale. "It can be added as shows off your work." from patios and sidewalks to driveways and a yearly maintenance agreement after the Besides a marketing effort, contractors even bricked city streets. work is completed," Angell says. can also be prepared to invest in equipment "For anyone interested in getting started Angell believes that having success with to make a hardscape division successful. in the hardscape business, they need to a hardscaping division starts with strong Most landscape contractors have a truck understand the basic principles of design leadership. A hardscape segment can grow available for moving crushed stone and construction, including sub-surface soils, quickly and you need a qualified person to sand. But Angell also recommends a trailer and a skid-steer that can lift up to 3,500 pounds. "When setting boulders or ledge rock, it also helps to have a grapple hook that swivels to set stone in place," he adds. "And hand tools should include a flat-plate compactor, leveling bars and cutting saws." With the tough economy, hardscape sales can be tricky, but Angell says that he's finding customers are still interested. In fact, customers have become more educated on hardscaping through TV shows and maga- zine articles and that's helping make the sales job easier. Angell says that in a typical sales call, the customer already has ideas about what they want. "Fireplaces, outdoor kitchens and waterfalls have become hot items for residential hardscape and this in turn helps our profit margins which should be in the 25-35 percent range," he says. past paver projects new profits. MAINTENANCPAVERE PROGRAM next job is just a click away! 'These are the easiest to install Log on to cleaners and sealers on the market www.srwproducts.com and you'll have everything you'll need to bid your next paver sealing job. Downloadable postcards to send to past paver customers. Video presentation for customers on benefits of sealing and maintaining their When you're on the move, pavers with quality SRW cleaners and take us with you! sealers. Scan this code with your smartphone to Step-by-step installation paver mainte- learn more about this program. Free app available at www.gettag.mobi. nance instructions. mmStabilization • Reinforcement • Weed Control products www.srwproducts.com | 800-752-9326 www.lawnandlandscape.com/readerservice - #90 Outdoor fireplaces Gathering around the fire isn't reserved for just the indoors anymore. By Lee Chiicote ob Rider remembers the couple well. larger patios and hot tubs as other popular B features with his clients. "Outdoor kitchens The wife wanted the outdoor fire- are also big - there's a whole outdoor living place, but the husband wasn't convinced. theme in the industry right now," he says. Yet when Rider, who owns Rider Stone in While Pickering has completed $200,000 Tulsa, Okla., bumped into the husband a projects before, many of his clients are fore- week later at the hardware store, he sang a going larger projects to focus on outdoor different tune. fireplaces, he says. "They may decide they "The first week that it was finished, his can't do the $75,000 project, but they'll two sons were outside throwing water spend $12,500 on a fireplace." balloons right after a cold front had moved For companies that are seeking to break in, and they warmed themselves by the fire," into outdoor fireplaces, Rider recommends says Rider. "Pretty soon, the whole family using them as a hook to grow the rest of was roasting marshmallows together." their business. "Use them as a focal point, Rider likes to tell this heart-warming and then sell the whole job," he says. "Once tale when he meets with his customers. It you get the fireplace, you'll probably get the illustrates the dramatic impact that outdoor yard, too." fireplaces have on people's lives, he says. He also recommends completing "I tell my customers if they like being Maverick Pickering of Maverick Land- research on the product you're going to outdoors, the only thing they'll regret is not scaping, which does business in the Kansas sell, making sure the product is tested and doing it sooner." City metro area, has the same sentiment. He certified. Another piece of his advice: avoid In recent years, outdoor fireplaces have sells lots of outdoor fireplaces through the cheap products. Finally, he says that con- become popular. They add a dramatic, photos on his website as well as referrals tractors should place the fireplace where architectural element to backyard patios, from other customers. "Outdoor fireplaces it can be seen from two or three different provide a gathering place for friends and account for half our sales calls," he says. places. Doing the job right means profit family and extend the outdoor season by One reason that outdoor fireplaces have margins of up to 60 percent. several months in cold-weather areas. grown so popular is that customers also Pickering recommends that companies Additionally, modular fireplaces have love the convenience of the new products. bid projects carefully and educate clients now become widely available. These new Because certain fireplaces come in preas- about why genuine products are a better models are high-quality, attractive and sembled pieces, installers can also set them choice. "You have to know the cost of your easier to install than traditional ma- up in customers'yards in a matter of min- material and labor, period," he says. He cites sonry fireplaces. Manufacturers now offer utes to test locations. "When we installed an example in which he bid against another products that can be installed by workers outdoor fireplaces with brick and block, we contractor that quoted $8,000 for a fire- without masonry experience, thus improv- had to know exactly where they would go," place. Pickering told the homeowner that ing the profit margins for installers. says Rider. "Now the customer can look at it he needed to buy a real stone fireplace. He Selling outdoor fireplaces isn't that hard, first and make sure it's what they want." ended up getting the job - for $12,000. Rider says, because upper-income hom- Another selling point is that outdoor These days, despite the economic eowners are investing in their homes. "My fireplaces can be customized to meet downturn, companies like Rider Stone and customers are people that used to do a lot clients'budgets. "Eight years ago, you had to Maverick Landscaping are thriving, a trend of traveling, but are spending more time be rich to be able to afford one," Rider says. that Rider attributes in part to the sales of at home now because of the economy," he "Today the starting price is $4,000, making outdoor fireplaces. says. "Fireplaces become the focal point of it more affordable." As a result, Rider does "We would have been out of business if their outdoor living area." fireplaces as stand-alone projects and part not for the backyard scene," he says. To market outdoor fireplaces, Rider of larger backyard renovations. provides customers with client testimonials Yet Rider's customers are not only inter- and invites them to tour his past projects. ested in outdoor fireplaces. He cites fire pits, "Nine times out of 10, it works," he says. 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Keep it is as simple as possible." what we do." ful marketing tools. His signs are big, bright Zylstra says that highlighting a specialty Of course sign placement is also a criti- and, most importantly, effective. helps get the potential client's attention. cal component. Besides intersection signs, "I get calls off my signs every day," says Once you draw them in, you can discuss Zylstra also places signs in vacant lots and in the owner of Tuff Turf Molebusters, a Byron additional services. his customers'lawns, with their permission. Center, Mich.-based business. "And I've got- "If you landscape, try advertising for de- Some of the signs he places in customers' ten a lot of compliments." Zylstra says he's livery or spreading of shredded bark," Zylstra lawns have additional information, as they "ticked off" some people with his signs as suggests. "Put signs in the yard of houses are designed to get the attention of people well. He says the trick to successful signage that were just barked and at the entrance of walking by that have more time to read. is knowing what to include, and perhaps the subdivision and every intersection. The With those signs, he mentions core services. more important - what not to include. smell and sight are the emotional reaction "This is also effective in neighborhoods In constantly perfecting his own signs, that will get neighbors to call or go to your where you have a lot of customers because Zylstra pays a lot of attention to what other website. Afterward, they may decide they they can be seen from a long way's away companies are doing. He says one of the need plants or bushes - or even a new and people in cars will understand you ser- biggest signage mistakes is including too patio. Does anybody really want to do one- vice a lot of homes on that street," he says. much information, particularly on intersec- time services? Not really. But advertising In addition to these signs, Zylstra also tion signs. "The main thing to remember one-time services can get a foot in the door has a special sign that he places in his cus- with intersection signs is that people with customers. For example, take vacation tomers'neighbors'lawns. These signs give are driving through and glancing,"says mowing. I know somebody that converted that neighbor a special offer while letting Zylstra. "They are not reading. I have seen an acre lawn into a regular mowing cus- them know that Zylstra is treating a nearby some very wordy signs including one by a tomer because they cut the grass while the lawn. It also lists the company's primary window washing company that I actually homeowner was on vacation." services. "Just mentioning that I work on a had to get out of my truck to read. When While keeping the sign short and sweet neighbor's lawn is not enough, especially using intersection signs, don't list all of the is important, be sure to include your web- if that neighbor isn't watering or caring for site information. Zylstra says that driving their lawn," says Zylstra. "There has to be an traffic to his website is his primary goal for offer for a call to action." any sign he places. "My goal used to be to But it is with these "neighbor" signs, make them call," he says. "But if they call, you placed to solicit new business, that Zylstra have to pay somebody for 15 minutes of says he's "ticked off" some people. The most their time to answer irritated neighbor called Zylstra asking him the phone and to remove the sign personally. explain your services With incidences like these, signs can and prices. Then you have a very short lifespan. As a result, Zylstra have to drive out or advises keeping the budget for signs rea- mail expensive bro- sonable. He buys several years'worth at one chures. A lot of time time to keep the price per sign lower. Over- and money can be all, Zylstra says he gets about 5-7 percent of 6W554-9499 wasted. Instead, my his new business from signs alone. Though website is a much he's had a lot of success with his signs, Zyl- better brochure that stra continues to evolve his signage all the can be changed and time. He's constantly looking for new ideas M Al h. updated regularly. It to keep his signs fresh and effective. even allows people to request an esti- www.TuffTurfMolebusters.com mate. By the time the TURF Our Business Is NEW CUSTOMER OFFER! TURFMARKETING™ Only 190 each!* Don't be square, upgrade your yard flags to TURFMARKERS 5000 TURFMARKERS™ The newest marketing innovation, let us show you how to instanly increase your sales! 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In fact, many say that edging isn't just an add-on to the job - it's a necessity. edging, they are installing the very line that are not as uniform or easy-to-use, so finding "The biggest reason why edging is so we just designed and the edging ensures a good quality product is important. You important is that I feel one of the most the integrity of that line will always be want something that will really hold up. critical functions of a landscape is a nice maintained,"says Diemer. "If you don't have When you use good quality edging and flowing line or a nice straight line,"says Brian the edging, grass and weeds are going to install it properly, you're able to see the proj- Diemer, co-owner and vice president of change that line over time." ect from the road. That nice sharp bed-line Everett's Landscape Management in Grand The easiest way to market and educate really defines the space and makes a great Rapids, Mich. "I believe that a well-designed on the importance of edging is with good presentation." line really makes or breaks the overall proj- pictures, says Diemer. Photos can always Still, some homeowners may pressure ect. It can simplify your project, but if done help sell the job. "Make sure you have good their contractor to install a cheaper product. incorrectly, it can also make the project pictures that show a nice straight line or a This is when education becomes critical. look messy and confusing. When I design nice curved line and explain how edging The plastic edging sold at big-box stores something, I'm very particular about how helped achieve that," Diemer adds. can crack, separate at the joint and come the line is drawn and the right edging helps Besides the fact that edging is an es- out of the ground after just one season. achieve that." sential structural component in landscape Though the tough economic times have When selling a landscape project, it's design, it is also a revenue generator. The made landscape jobs a bit harder to find important to educate the customer on sale and installation of a quality landscape overall, Diemer says that it hasn't affected the fact that good quality edging will help edging represents an excellent opportunity the sales of edging. Customers realize it's retain the beautiful design that they just to produce additional revenue. And while a necessity. "It's really a crucial part of the invested in. Position it as an investment in it's most often sold as part of an overall job, overall project so it's still an easy sell once your investment."! always try to educate edging can also be sold as a stand-alone you get the job," he says. "Customers do un- customers on the importance of edg- project for enhancement work. Diemer derstand and appreciate the value of good ing and the many benefits it will provide says they do sell pieces of edging or may edging once you design their project. They to their landscape from cutting back on do edging to help restore an existing bed, want to maintain that design." maintenance costs to adding to the visual but typically their edging sales are part In the end, edging is not only a necessity appeal of their overall landscape," says Ryan of an overall project. Like Davis, edging is to the project - it's also the icing on the Davis, landscape architect of Fuerbringer something that Diemer always designs into cake. It's going to help make your project Landscaping & Design in South Bend, Ind. his jobs. look its best. Davis adds, "When edging is Davis says he always includes edging in Of course there's more to selling the installed properly within the landscape, it all of his landscape designs unless a client idea of edging. The key is convincing the gives the project a much more finished and specifically requests a space-edge instead. customer that quality edging material is professional look." The proper use of edging will also en- necessary to receive all of the benefits sure that the original design is preserved for edging can offer. "If you use plastic edging, the long haul. "When my crew installs the it can warp," Diemer says. "Some products A solution for every edging application. Maintenance Asphalt Green k Strip â Surface Roof Landscape Beds , Permeable Aggregate Athletic Pavement. Walkway Surface In 1983, Permaloc introduced aluminum landscape edging to the industry, and we've been the market leader ever since. With 13 application-specific product lines, expertly trained product specialists, and world-class customer service, we set the standard for the industry. www.permaloc.com 800.356.9660 Experience the confidence that only comes with Permaloc. www.lawnandlandscape.com/readerservice - #93 Aluminum edgings for landscape, hardscape, and green build. after-work meetings or train- ing. These events can only be omitted from a time sheet if four criteria are met: con- ducted outside normal work hours, completely voluntary, not related to the employee's job and no other work is con- currently performed. • Never alter a time sheet without the employee's writ- ten approval. • Time sheets must track Tito© the exact number of hours worked each day and the to- tal number of hours worked during the workweek. • Ensure employees are "completely relieved" of all Properly tracking employee hours work duties during their Time sheet procedures and documentation can keep meal periods. landscapers from being sued. By Steven Cesare, Ph.D. RECORDKEEPING. Federal law This is the seventh in a series of the top 10 most serious HR mistakes landscape contractors requires that employee time make. To read previous installments, visit www.lawnandlandscape.com and search "Cesare." sheets be retained for two years. Landscapers should hile landscapers under- on a lack of detail in design- covered. If your work hours verify this standard with Wstand the administra- ing, completing and storing are not correct or you were their respective state laws. tive role of using a time sheet employee time sheets. injured on the job during this to capture an employee's period, do not sign this time SUMMARY. Landscapers must work hours, they remain TIME SHEET CONTENT. Time sheet and notify your super- realize a time sheet is more naive about its underlying sheets typically lack suffi- visor immediately." than simply a weekly receipt legal importance in protect- cient detail in documenting • "If your paycheck is for working. ing their company's finan- an employee's testimony that incorrect, notify your super- If designed, used and man- cial standing and their own may be used by the company visor immediately." aged properly, a time sheet personal assets. Specifically, as exculpatory evidence, can document evidence ca- the Fair Labor Standards Act when sued by that same TIME SHEET PROCEDURES. pable of minimizing, refut- allows employees to sue their employee in the future. With Employers must be careful ing and defeating several po- company as an organization, added detail, employers may and compliant with all time tential employee complaints; as well as the company's be able to prevent or win sheet procedures. Failure complaints which can have executives, the em- costly lawsuits. For to do so can have serious serious organizational and ployee's immediate example, time sheets impact on inevitable unpaid personal impact on a con- supervisor, and/or should contain the overtime allegations. Sage tractor and company, L&L human resources following attesta- recommendations include: staff, personally for tions to minimize • Establish a policy that The author is an industrial psychologist with the Harvest Group, altering a time sheet. potential employee defines the beginning and a landscape consulting firm. Send That risk illustrates claims: end of the workweek and your HR questions to scesare@ the significance of Cesare • "By signing this workday. giemedia.com. ensuring that time sheet time sheet you are acknowl- • Never ask an employee procedures are always done edging that your work hours to work off the clock; time For more on tracking in complete compliance with are correct and that you were sheets must capture all work employee hours, visit www. state and federal laws. not injured while on the job during a workday. Iawnandlandscape.com and^ search "Cesare." That risk exposure is based or at work for the period • Pay employees for all it -PROJECT- mission is to preserve and enhance green spaces EverGreen in our communities for today and future generations. Because Green Matters* BECAUSE GREEN MATTERS. YOUR SUPPORT HELPS US SPREAD THE GOOD WORD. A national non-profit service organization, Project EverGreen works to help spread the good word to consumers about well-maintained lawns and landscapes, sports fields, - Company contributions (55%) parks—anywhere that green exists. The more people believe in the environmental, - Service contractor contributions (30%) economic and lifestyle benefits of green spaces, the better off we'll all be. - Associations/Media/Agencies (10%) - Individual contributions (5%) JUTo WORKING TOWARD A SUSTAINABLE FUTURE. Together with key industry partners, Project EverGreen has established the following w programs to help make a greater impact, sooner: GrecnCare for Troops SnowCare for Troops HOW YOUR CONTRIBUTIONS • Project EverGreen connects military families with lawn and ARE UTILIZED. landscape companies, as well as snow removal companies to receive free services while their loved one is serving overseas. - Programs (40%) • More than 3,500 contractor volunteers and 11,000 military families have signed up for GCFT, - National marketing/communications (30%) while 800 contractor volunteers and 700 military families signed up for SCFT. - Administration (25%) • These popular programs have garnered attention on TV and in newspapers across the nation including Mike Rowe's Dirty Jobs and NBC's Nightly News. - Fundraising (5%) GreenCarc for Communities • Creating a focused effort on select communities across the United States, this program brings industry professionals, consumers and anyone who's passionate about healthy green spaces together to improve their city and surrounding areas. • Over the last four years, our message has made a positive impact in: Akron, Ohio; Milwaukee, Wisconsin; and from the corridor spanning from Greensboro to Raleigh, North Carolina. • In 2011, Project EverGreen will bring our message to Ft. Myers, Florida. GrecnCare for Youth • By reaching out to children of all ages, we can create a greener tomorrow. • The Art of Green Spaces Competition, sponsored by Birds and Blooms, encourages For more information about Project EverGreen, students to use all forms of art to share how they feel about the green spaces in their lives. call us toll-free at 1-877-758-4835 • Golf bag tags, featuring messages on the benefits of green spaces, are given to or check us out on Facebook at participants of the GCBAA Sticks for Kids program. www.facebook.com/ProjectEverGreen. • Youth sports field renovations make playing surfaces better and safer. www.ProjectEverGreen.com Run a successful property management service veryone strives for consistency. And management make up 65 percent of Neave able to manage client's expectations. Some Eproperty management can offer that in the Group's business. might want their grass to look like a golf form of a solid customer base, steady revenue Offering property management has course, others might care more about their and annual profitability. helped the company because it's somewhat front entrance or clean up, Neave says. "But it's extremely competitive, and you recession proof, Neave says. "Obviously "It's managing client's expectations and have to be super efficient to make money people get price sensitive during recessions, managing what they value, not what you at it," says Scott Neave, president of Neave but most of our clients aren't going to mow value," Neave says. "That is the tough part for Group Outdoor Solutions based in Wappingers their own grass or take care of their yards. most people." Falls, N.Y. "It takes years to develop good The business stays there more or less - it's Here Neave gives five tips for entering the staff, good processes and good clients." something people can't cut out completely." property management market and keeping He should know. Property and snow The key to being successful at it is being customers happy. - Carolyn LaWell l 2 3 4 First you need to decide To be successful, you have Target the customers Selling property Continually communicate whether property to understand the market- you hope to go after. management is like with your clients. "You management is going place and what to price the Will they be residential, every other service; you really have to spend to be an add-on or service at. Ask: What is the commercial or both? need to find out what the time to understand supplement service and competition doing? What Try to determine what the potential customer is what's important to who your clients will are jobs going for? "Go is important to that already doing and go in the client and manage be. That will allow you online and try to find from customer base. with the approach that that," Neave says. "No to decide what type of PLANET or other resources you're able to offer them matter if it's residential resources you'll need: production rates that you greater value. That might or commercial, every additional staff, staff can estimate from how be selling them on your client has things that training, perhaps new long things take. (Then) ability to enhance what are important to them equipment. come up with an estimat- they're already doing or - not you - and they're ing system that will help finding ways to save them different from client to you price things properly," money, Neave says. client." Neave says. Illustration by Vic Kulihin Proper mowing and irrigation techniques can ensure lawns stay splotch free. By Carolyn La Well oticing brown, circular patches Nappearing in the grass? Well, it probably is just what it looks like: Brown The fungal disease causes blighting of the turfgrass foliage and is preventable and treatable. patch. The fungal disease brown patch causes blighting of the turfgrass foliage, Brown patch appears in circular is taller and denser at higher mowing turning lawns from pristine and green to patches that are shades of brown and heights, the canopy holds humidity and splotchy with shades of brown and tan. tan. In grass, such as tall fescue, the stays wet for longer periods of time, To gear up for the onslaught of brown patches range from 6 inches to several which encourages the development of patch, we asked Lane Tredway, an asso- feet in diameter. the disease." ciate professor and extension specialist Irrigation is important for the same at North Carolina State University, to PREVENTION AND CONTROL The key with reason. Irrigating too frequently allows breakdown brown patch. brown patch is really the ability to man- turfgrass to hold moisture longer and age the wetness and humidity in the turf exacerbate brown patch, Tredway says. CAUSE AND IDENTIFICATION. Brown patch canopy. So there are multiple steps that Fungicides can be used on both a is common across the country in full-sea- can be taken to prevent and control the preventative and curative basis, Tredway son grasses. And it is especially prone to disease, from proper mowing and irriga- says. The most effective products belong grow in warm and humid environments tion to actually using fungicides. to the Qol class of chemistry, he says. and turf, such as fescue, ryegrasses and "First of all, selecting a variety of Products that contain active ingredients bentgrasses, Tredway says. "Brown turf that has been bred for resistance like azoxystrobin and pyraclostrobin. patch becomes much more common of brown patch is a very effective way Other steps to take into consideration and more problematic as you go further to manage it," Tredway says, adding a in areas where brown patch might grow south down into the transition zone local extension agent or the National is the turf planting process itself. The where the hot and humid conditions Turfgrass Evaluation Program can disease is problematic in poorly drained persist for longer periods of time." help with identifying resistant types in soils and shady areas. There are a few conditions that make one's area. "In addition, how the turf is "One thing that is important from brown patch ripe for forming. The mowed, fertilized and irrigated can have a landscape design standpoint is that fungus usually begins to a tremendous impact on the you're not trying to grow turf in areas grow when the nighttime development of the disease. that are pocketed or surrounded by temperatures are around And so, turf managers can trees or other obstructions because 60 degrees, Tredway says. adjust how they manage the those areas tend to stay wet longer," he Also, its primarily active at turf to reduce their problems says. "It creates a much more conducive night when turfgrass leaves with brown patch." environment for the development of the tend to be wet from either Tredway says it's impor- disease." LAL dew or irrigation water. tant to follow the recom- The author is an associate editor at Lawn & "The fungus grows and mended mowing lengths for Landscape. She can be reached at [email protected]. infects the turfgrass leaves each grass species. "If you go in warm and humid weath- above that mowing height, A Spanish version of this article can be er and, in doing so, it causes then brown patch becomes Brown patch is more found at www.lawnandlandscape.com, a dieback of the foliage," prevalent in warm and much more problematic," he search "Spanish version." he says. humid environments. says. "Since the turf canopy To prevent a grub-infested lawn, it's important to know the symptoms and control options. By Jennifer Lemcke ne of the most destruc- cream-colored and have six with drought or dead patch- grubs. Preventive products Otible pest problems that legs with an amber-colored es of lawn. If the lawn is should be applied as early as arise during spring and fall head, the size of grubs will infested by grubs, you will be mid-April to the end of May are grubs. vary depending on the spe- able to roll the sod back like when grub eggs are hatch- According to the U.S. De- cies and its age. a carpet. Additionally, be on ing or are small. The most partment of Agriculture, it the lookout for animals like effective control is products is estimated that grubs cause LIFESPAN. While the typical skunks and raccoons. with the active ingredients more than $200 million in lifespan of the beetles is If grubs are burrowing dithiopyr, prodiamine and damage a year to lawns. about a year, it is not uncom- themselves underneath the pendimethalin. In order to properly treat mon to come across grubs turf, these animals will dig Curative products should grub-infested lawns and en- that have a lifespan of ap- up the lawn in order to feast be applied in June or early sure they stay healthy, it is proximately three years. on them. July when the grubs are ac- crucial that you understand Grubs are most destructive It is also important to re- tive. Effective active ingre- how to identify grubs, their late summer, but mating member that beetles like to dients are quinclorac and lifespan and the symptoms of between beetles occurs in lay their eggs in areas with fenoxaprop-p-ethyl. grub damage, along with the late June. As the grub larvae adequate soil moisture and If seeking an alternative various treatment options sit about 3 inches from the plenty of sunshine. control, nematodes are that are available. soil surface, they feed off the multi-celled organism that roots of the grass. CONTROL The most favorable feed on grubs. IDENTIFICATION. Grubs, This process will continue time of the year to imple- In particular, they are which are generally found into August as they continue ment grub control treat- most efficient at eliminating on the East Coast and in the to feed off the grass and grow ments is early summer right Japanese beetle grubs alone Midwest, are small, plump larger. As summer starts after the eggs hatch. with the European chafer white larvae that live below to wind down and frost ap- The most easily acces- grubs. LAL the soil surface and chew on proaches, the grubs will sible method to controlling The author is chief operating officer the roots of the grass. move down into the soil and grubs is to closely monitor at Turf Holdings Inc./Weed Man USA. They are the larval stage hibernate in order to make it the lawn. She can be reached at jlemcke® of a group of beetles, includ- through the winter season. Start observing late sum- giemedia.com. ing the European chafer, mer for off-color spots, espe- June beetle, Japanese beetle, DAMAGE. Because grubs chew cially in areas that have been A Spanish version of this article can be found at www Asiatic garden beetle and the on the grass roots, the turf irrigated. There are curative lawnandlandscape.com, oriental beetle. will appear brown. 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RNDsigns.com • 800.328.4009 Lawnolandscape Posting Signs • Door Hang.ers Brochures • Mailers More AD INDEX I Advertiser Website Page# RS#| Advertiser Website Page# RS# Adkad Technologies www.adkad.com 70 50 MistAway Systems www.mistaway.com 26 28 Agrium Advanced www.cubcadetcommercial. www.agriumat.com 23 24 MTD PRO 25 27 Technologies com Ariens/Gravely www.gravely.com 131 95 Neely Coble www.neelycoble.com 101* 78 Arysta Lifescience www.arystalifescience.com 15 16 Nissan North America www.nissanusa.com 93 71 Atlas Copco Novae Corp. www.novaecorp.com 80 57 www.atlascopco.us 73 54 Construction Tools Oly-Ola Edgings www.olyola.com 106 84 BASF www.betterturf.basf.com 65 46 PBI Gordon Corp. www.pbigordon.com 85 65 Belgard www.belgard.biz 81 58 PermaGreen Supreme www.permagreen.com 22 22 Bobcat Co. www.bobcat.com 89 68 PLANET www.landcarenetwork.org 83* 63 BOB-CAT Mowers www.bobcatturf.com 63 45 Project Evergreen www.ProjectEverGreen.com 121* 97 Boxer Equipment www.boxerequipment.com 24 25 PRO Landscape/Drafix www.drafix.com 2 10 Chicago Weather www.cwbrokerage.com 61 44 Brokerage Quali-Pro www.quali-pro.com 68, 69 48, 49 Collier Metal Rain Bird www.rainbird.com 97*, 132 74,96 www.colmet.com 108 87 Specialties Safari Ads www.safariads.com/SA 22 23 Coxreels www.coxreels.com 84 64 SePRO www.sepro.com 99,121* 76,94 www.FreightlinerSprinterUSA. Daimler Vans USA, LLC 37 39 com SipcamAdvan www.sipcamadavan.com 103 80 Syngenta www.syngenta-us.com 41,42 DeerPro www.deerprorepellent.com 105 83 55* TruGreen www.trugreen.com 24 Dodge Truck www.ramtrucks.com 74-75 26 www.toro.com Dosko www.dosko.com 80 56 Toro 67 47 Du Pont Professional www. proprod ucts.du pont, Tree Tech www.treetech.net 20 20 19,91 19, 69 Products com TYM Tractors www.tym-tractors.com 21 21 Earthway Products www.earthway.com 108 88 U.S. Lawns www.uslawns.com 18 18 EFCO Power Equipment www.efcopower.com 94 72 Valent www.valentpro.com 107* 86 Ensystex www.ensystex.com 71 52 Vista Professional www.vistapro.com 100 77 Ernst Benary of Outdoor Lighting www.benary.com 86 66 America Weisburger Insurance www.programbrokerage.com 106 85 Brokerage Exaktime www.jobclock.com 16 59 Zipper Mowers www.zippermowers.com Exmark www.exmark.com 52-53 40 14 15 * denotes regional advertising. This listing is provided as a courtesy to Lawn & Landscape advertisers. Ferris Industries www.ferrisindustries.com 3,33 11, 29 First Products www.lstproducts.com 105 82 FMC Corp. www.fmc.com 11,61* 13,43 www.thefou nta i n headgrou p. Irrigation Supplement Fountainhead Group 82 60 com Armada Technologies www.armadatech.com 4 32 GMC Truck www.gmc.com 6-7 DIG Corp. www.digcorp.com 12 38 Go iLawn www.goilawn.com 87 67 Ecologel USA, Inc www.ecologel.com 10 35 Ground Logic www.grou nd logici nc.com 82 61 Hunter Industries www.hunterindustries.com 2 30 Irrometer Company Inc. www.irrometer.com 70 51 Kifco Inc. www.kifco.com 4 31 JJ. Mauget www.mauget.com 77 55 Marsan Turf www.marsanturf.com 5,9 33, 34 John Deere www.johndeere.com 92 70 Netafim Irrigation www.netafimusa.com 11 37 John Deere www.johndeere.com 13 14 Construction K & M Manufacturing www.tractorseats.com 104 81 Profit Booster Kichler Lighting www.landscapelighting.com 72 53 Brite Ideas www.briteidea.com 111 89 Kohler Co. www.kohler.com 17 17 Permaloc Corporation www.permaloc.com 119 93 Lebanon Turf Products www.lebanonturf.com 95 73 SRW Products www.srwproducts.com 113 90 Liberty Tire Recycling www.libertytire.com 9 12 Stone Age Fireplaces www.stoneagefireplaces.com 115 91 Middle Georgia www.gatrucks.com 83* 62 Freightliner TurfBrands www.turfbrands.com 117 92 LEADERSHIP Leadership Class of 2007 LESSONS Interviewed by Carolyn La Well Co-owner, Tom CoCal Landscape Fochtman What have you been up to since When did you get out of the an organization. We're very go a nine-year and 11-year winning the Leadership Award design/build business? excited about 2011. employee. Good people. We in 2007? It took two years. We got really looked hard; we just I have been trying to pre- out during this downturn. Do you have advice for others didn't have a spot for them. serve my wealth and hun- We were working on leaving going through a restructuring The one gentleman I helped kering down and retooling that end of the business, and process or who might be get a job with a very good our business to survive this when the economy turned shedding services? company, he was only out of downturn. I say my wealth, and we fully understood how You have to understand work a month. But it's let- I mean the wealth of the bad it was going to be, we ac- where your opportunities are ting the people go and what company and my own wealth celerated our departure. and what your sweet spot is: that does for the morale of because it's been a very dif- What's your niche? What do your company. So you have ficult economy. We have How has the restructuring you do well? to stay very close to your restructured our company; helped the business? The two owners of Co- team and be a cheerleader. literally how we compensate It took a lot to get out of that Cal, our heritage is in main- When you're going through the owners. business and, as we've done tenance, and we kind of this, naturally employees are What we have done is that, we just keep finding got lured into construction looking over their shoulder change our model. CoCal maintenance operations, through some relationships a little bit, who is going to Landscape is strictly a land- working on the density of and it's not really us. We're be next. scape management com- our routes, finding ways to not passionate about it and, We're half the size we were pany. We are not in what is be more efficient. quite frankly, we didn't do in 2007, and if we perform, commonly called bid build We're doing more training it particularly well. As we we will make more money in construction anymore. We with our people than we have became a big company, it 2011 than we've made in the still do a lot of installation. ever done. We're working on became a big drain on us. last four years. We used to do multi-million our brand, marketing wise, So understand what you're It's a function of returning dollar bids against five con- to enhance our ability to good at and don't go off into to what we do well and doing tractors. We are out of that attract work, potential jobs. areas that you might not be a lot more with less, on the business. We are primarily We have our best sales team good at. equipment side, the people a landscape maintenance, ever; (we) hired our first You have to have a culture side, everything - there is renovation and snow clear- sales manager. of efficiency. When the econ- no fat in CoCal Landscape. ing organization. We've gotten very lean omy was very good, and this There are no B or C players - we're not staffed the way is true in many industries, in our company anymore, we use to be in large part be- people were making a lot of only the best people remain. Read more from Fochtman, cause half of our volume we money and just got a little Actually, people are pretty including his best advice for motivating employees. have turned off. And we've fat, dumb and happy, you just excited and anxious for the just gotten back to people kind of breed sloppiness. coming season because they wearing more hats and op- know we are positioned erating extremely lean. What is the hardest part about properly. So the end result is Co- restructuring a company? It's quite exciting really. Cal Landscape is in the best The hardest part about all of After a couple of painful shape it's been in probably this is probably the people. years, 2011 is like our coming 10 years, financially and as Not too long ago, we let out party, L&L 1 ; ? '... ïf^tëiM ¿mm»; Wm ' ... : By using propane mowers - You could be saving money and the environment. The Gravely* Pro Master 260H LP XDZ, a propane powered zero-turn mower, runs lean, runs clean, and delivers the kind of productivity that get a lot more done in less time. Liquefied Petroleum (LP) gas is a cleaner burning fuel source, which reduces emissions and lowers engine maintenance. 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