It’s the dog days of summer, and lead flow for many companies is lagging.
For some of you, leads are lagging in quantity and quality, or both.
It’s mostly has to do with the current uncertainty in the market place.
Regardless of the reason, what’s a company leader to do?
Invest More in Digital: Some of you really dialed in your digital marketing, but you can’t live by digital alone, especially as SEO and AI search is becoming much more important.
(My recent podcast with Marcus Sheridan covered this topic well.)
Revamp Marketing Team: You may want to shop around your marketing team if your current one is not cutting it – but that doesn’t always solve your problem, at least not right away.
Tried and True: Some companies are re-using old fashioned marketing (direct mail, advertisement, mailbox stuffers, neighborhood marketing.) Honestly, I have heard some good results there, but you can’t rely on it.
The magic is in the mix
Never rely on just one marketing source, including referrals. Diversification is key to sustainable growth.
There is one other lead source that all savvy companies — residential or commercial — have come to rely on as a strong part of their marketing mix.
“Power Partnerships”
We surveyed our Leader’s Edge peer group members and saw a mix of results.
Interestingly, companies who have developed strong Power Partnerships are doing better and feeling better about what’s in their control.
Examples of Power Partnerships.
- Builders doing custom or mass construction
- Landscape Architects who have you on their short list. (also good sources for maintenance.)
- Architects who need a good landscape design firm.
- Property management firms that oversee many properties.
- Pool Builders who need a good landscape firm.
- School districts that have money to spend every summer
The list goes on and on.
The Long View is Key to Power Partnership Success
- Long-term trust is essential for getting on the short list and avoiding bottom-dollar bids.
- Be careful about nickel-and-diming—and be strategic in handling change orders.
- Be flexible and responsive. Build this into your culture.
- Your job is to make the other person look good—over and over.
- Don’t lose yourself in the relationship; don’t say “yes” to things that will get you in trouble or compromise your integrity.
Take chances with new sources, but be careful. Don’t stick with an abusive relationship.
(Note: This is such an important topic, I just interviewed Scott Frampton, co-founder of Landscape Renovations in MN, about their approach to building very successful power partnerships. Stay tuned, it will come this month on my podcast, The Ultimate Landscape CEO.)
Your Challenge: Make time to build stronger Power Partnerships
Don’t resort to working like a dog this summer – be the “dog trainer” instead.
Train your company to develop better leads from new angles, including Power Partners.
Free up time on your schedule, and on your Business Developers’ schedule, to source and build these power partnerships.
Your main job is selling – but differently than you think
Owner/operators should “stop selling work” to fill the schedule one job at a time, and instead start “selling your business” to the next power partner who can bring you many jobs at once.
Owners should always be selling – their business – to the outside community.
Go get em!
Regards, Jeffrey “the dog whisperer” Scott
P.S. Shill Grounds Management is king at business development, if you want to learn more how to become expert at business development, join us for our Summer Growth Summit.
