Customer Satisfaction = Profit
April 23, 2014You may recall the saying, “you can’t please all of the people all of the time.” At U.S. Lawns, we’d like to challenge that idea. In 2014, we’re making a bold commitment to please every client with every service. Our goal: 100% Client Retention. Most people respond to this in one of two ways: “That’s an impossible goal,” or “Why do I need that to grow my business?” We recognize that circumstances are often out of your control, and 100% client retention is not easily accomplished. However, we do think it’s critical to strive for—otherwise, it wouldn’t be part of our Brand DNA. And that’s because customer service does grow your business. In fact, it’s one of the most significant business tools you currently possess. Let’s go back to Business 101. (All the basics you learned in U.S. Lawns New Franchise Training.) There are three main ways a company can outperform its competitors. First, it can generate the most sales. Second, it can operate with the lowest amount of overhead. Third, it can charge the most accurate prices for the same products or services as everyone else. Customer Satisfaction makes money. Think about it from all three of the perspectives mentioned above.
- More Sales. Customer Satisfaction is perhaps the best sales tool in your arsenal. If your clients are happy, they’ll renew their contracts every year…it won’t even be a question when it comes budget time. And since you’re working in a local market, more clients translate into more visibility…and eventually more clients. When your current customers start referring you to their fellow members of the Chamber of Commerce or your local Apartment Association, you’ll start closing sales left and right—and without making a single cold call or knocking on a single door.
- Low Overhead. Customer satisfaction makes money without costing much in the process. Unlike the cost of equipment, all you need for customer satisfaction is the right attitude and the right employee training. U.S. Lawns Home Office assists with training and recruiting, as well as the messaging you need to provide to your staff. As long as you lead by example, it won’t take much investment in time or resources for everyone in your office to follow.
- Charge Accurate Prices. Corporate clients aren’t cash-strapped individuals. They have budgets, and they’re willing to pay for a long-lasting business relationship. Offering a certain level of customer satisfaction sets you apart from the pack. You become more than a landscaper—more than a commodity. Instead of selling grounds care, you begin truly selling service; and that’s something your competitors simply can’t do.
- Develop your business relationships
- Ask your clients about their needs
- Constantly strive for higher standards of excellence
- Earn the trust of everyone who does business with you
- Be consistent and responsive