At today’s Inner Circle Conference Call on BootStrapping, one topic that came up was cash flow.  One of our members reported the results of some advice I’d given her a couple of weeks ago.  It seems that she has been billing her clients at the end of the month, after all service had been performed and she was amazed to learn that most companies bill at the beginning of the month.

What Will my Client’s Say? 
I explained that she needed to grab the bull by the horns and just let them know that advance billing is the industry standard.  On top of that, I said, I recommend that she send bills on the 25th of the prior month to get ahead start on cash flow.  I could feel her hesitancy over the phone.

The Results
Well, she reported that she had done as I had suggested and, lo and behold, not one client objected!  It was a real revelation. to her.

Spend Quarters to get Dollars
As my friend Curt often says, "Who wouldn’t spend quarters to get dollars?"  By changing her billing timing she has increased her cash flow and, after looking at how she was printing her bills on her stationery instead of a less expensive printout,  she realized that she could save $2.75 on each statement.  Now follow my math please.  Let’s say she is sending out 100 bills per month. 

That’s a savings of $275.00 per month, twelve times per year, or $3,300 per year.  Far less than Inner Circle dues. 

Yep, quarters for dollars.  Not a bad deal.  Check out what the Inner Circle can do for you. 

What If?
Recently I was driving to the airport at 6 a.m. and, for company, flipped on the radio.  There on my local station was “Gardening with Bob”, a two hour program dealing with – you guessed it – gardening.  I listened with increasing attention as first a woman called in about her ficus tree (it was dropping leaves),  next a caller asked about her Christmas cactus ( how to get it to bloom again), and the next call was about African Violets.  In fact, four of six calls were about interior plants and “the garden guy” sort of phlumphed around mumbling something about “too much water” or “not enough water” and so on.  In short, he really didn’t give much in the way of helpful information.  He did, however, redeem himself on questions pertaining to peach tree borers and how to prune holly bushes, the outside material.

So Who is the Expert Here? 
And I began to think.  Who are the experts on interior horticulture?  Why we are – interiorscapers!   Truth is that the exterior guys usually don’t know much about interior foliage.  And some of us, the Clem’s and David’s of our world are not only super knowledgeable but good speakers as well

So, what it those of you who are plant care wizards were to call your local radio station garden gurus and offer your services as the once-a-month on air interior plant expert?  You could do it for free and in return you and your interiorscape company would become identified as the local experts.  Plus you could take this opportunity to plug “Plants at Work” benefits.  At Holiday time you could lay out tips on poinsettia care, you could discuss the top ten plants for home use, and you could answer specific questions.  And, as a last resort when you are asked a question that you are unsure of, heck, you could still fall back on the "too much water" or "not enough water"  as the exterior guys do. 

Sounds Crazy?  I Think Not. 
What a great opportunity for your company as well as promoting the use of interior foliage for home and office use.  Just make sure your representative is knowledgeable, can react quickly to questions, and can present information in listener friendly terms and has a good sense of humor. 

 Now go out there and get‘em Tiger!

It’s Cold, It’s Wet, Take Advantage of it 
For those of us in the East , Great Lakes region, and the Midwest, the past couple of weeks have been a bear–weatherwise.  Snow (up to ten feet in Oswego, NY), Sleet (70 car pile up on a Pennsylvania highway), and Ice (so thick the Salt trucks have been mostly ineffective).  And, they just announced another Major Winter Storm in these parts for tomorrow.  Add to all that the frigid temperatures and its enough to make a grown person cry.

You’re Not the Only One 
Now if this weather is frustrating to us, you can bet your aspidistra that it is just as frustrating to your clients.   We all long for Spring.  A fragrant flower, a hint of blue sky, sure could make our day bright.  How to do this?  How to give the gift of Spring to your clients?  I’m so glad you asked.  Just stop and think.  Your favorite blooming plant supplier has on his benches, even as we speak, hundreds of itsy-bitsy pots of blooming mini daffodils.  Drop these into mini speed covers or wrap in green foil, add your business card, and drop off at your contact’s office.  Talk about making someone smile, talk about making a good impression!

Don’t Let this Opportunity Pass You By  
Techs could drop them off as they do regular maintenance so no special delivery is neccessary.  Cost is minimal as well.  On the other hand, impact is great.  And, if you want to make even more of a splash, consider buying leftover Valentine’s Day blooming plants and using those.  Either way, small daffodils or large potted bloomers, you’ll be a hero.  Just as the first robin means Spring is here, so does a colorful, live, blooming plant.

Now go out there and get ‘em, Tiger.

PS If you want to see a really neat photo of an iceberg, scroll down to Interiorscapers-What Are You Waiting For? 

Had a call a few days ago from an interiorscaper thanking me for this web site. 

"Barb, she said, I can’t tell you how much I love the tips you give us.  They’re not just about Sales or Business in a general sense, they are specifically about our industry and have really helped me with my IP business.  They’re great"

So, What About the Other 90%?
"Glad you like them", I replied.  Still, I couldn’t help but wonder.  Folks, this site with all of its information is just 10% of the iceberg. 

Underneath, hidden, is 90% more information and help for your IP business. 

Conference Calls, monthly Growing Success Newsletters, a Welcome Kit that contains my "What Not to Do" secrets, along with a one on one call with me and my 30 plus years of information is within your reach by joining my Inner Circle.

Why Not?
My guess is that you are:

• Afraid to add any more tasks to your already busy schedule
• Hesitant to try new things
• Afraid to find out there is an easier or more profitable way to do things
• Thinking you are too small, too new, too something
• Or, afraid you will be embarrassed in some way   

If one of the above is your reason for not joining, rest assured.  Once upon a time, all of us were new, small, hesitant to try new things, super busy and just didn’t want to possibly be embarrassed.

Not To Worry
But, what if you were to discover that one idea from a Growing Success Newsletter could save you $5,000?  What if one of the comments made during one of the Inner Circle Conference calls stopped you from continuing a practice that is currently putting you in legal jeopardy?  And , what if you could, finally , share ideas with fellow ’scapers?  Add to all this that I admit, in print, the 10 Worst Mistakes I Ever Made? And, all the while,you are reaping al these goodies I guarantee you will never, ever be embarrased.  Hmmmm.

Sounds Like a Winner to Me  
I also want to let you know the pilot program is coming to an end.   After April First, monthly fees will go up to $59.95 however current members fees stay at the $49.95.   Yep, current Inner Circle members retain the original $49.95/month fee. 
 
Remember the Iceberg  
So, if you think what you are reading for free (my pleasure) is helpful, you are really  going to be excited about the other 90% you’re missing. 

Bottom Line
Glad you’re here.  But, if you do want to know more, check out "join the Inner Circle" next to my highly photoshopped photo on the Home Page or just check out these frequently asked questions.  There is the information including the application and, as of this week, the ability to connect to Pay Pal to establish your account immediately.  And, when you do join, you will be able to download all of the previous Newsletters and Conference call.

I hope you’ll realize what an opportunity this is and join.  If not, no worries, you are still more than welcome to visit barbhelfman.com and get the "other 10%" whenever you want.   Continued success:,  Barb Helfman, CLP

The Indifference Difference

Recently I read a synopsis of “Why Customers Leave” that stated that 68% of customers leave because of rudeness or indifference.  68%!  That’s a huge percentage!  Now the author was lumping in all customer-related interactions including retail, but let’s look at how this scenario might apply to our interiorscape clients or “customers” as well.

 As we all know, the gold at the end of the rainbow for interiorscapers is the recurring revenue generated by monthly maintenance contracts.  And, if you realize that most clients keep an interiorscape service for many years, even though the contract covers a year at a time and then renews automatically, this long-term client retention is absolutely key to surviving and thriving.  So why do we lose clients other than from cost cutting or aggressive takeover tactics?  Let’s go back to the “rudeness or indifference” scenario.  For ‘scapers it’s the indifference factor and not usually any rudeness that probably plays a role.  And since we value our clients so much how can there be any indifference?  We have maintenance techs doing their job, so how can we be perceived as being indifferent?  Well, think back.  When you were a smaller company and just starting out, I bet you gave service, service, service.  Time passed, your company grew, and you hired employees.  You still gave good service but it couldn’t possibly have been as conscientious as when you were the sole cook, bottle washer, and service tech.  Just a fact of life and we take it in stride. 

From the Client’s Viewpoint

However, lets look at it from the client’s viewpoint.  “Joe used to take care of our plants himself and he always stuck his head in the door to say hi.  Now it’s never the same person for very long and when I call the office about something I never know whom to talk to.  Hmmm, maybe I should try some other company”.  Or, maybe you were the salesperson who sold the original installation.  You met with the client, discussed color schemes and answered his phone calls immediately.  By now the plants are in and the tech maintains them but the original contact, you, are never to be seen again.  The client feels neglected, calls the office with a problem, gets stuck in phone call hell or without a callback for several days and begins to think that the money he sends each month is not being appreciated.  Then one day, your competitor walks in the door and asks if the contact would like a bid.  Normally he would not, but he’s miffed and what the heck.  He gets the competitive quote and you get a call to cancel service.

 
Scary isn’t it?  Now understand that there wasn’t any indifference on your part at all.  But that’s not how the client perceived the situation and you lost a perfectly good client.  To top it off, you aren’t even told why the client switched so you think it is because your competitor gave them a lower bid or whatever when the real reason was that because the client perceived you were indifferent, the door was left open.  So, how do we prevent this perception?  Visit the client weekly?  Of course not, but it doesn’t hurt to anticipate this happening and set up steps to avoid it.

 How to do This?

Start with the handoff - The sale is made, the plants installed.  As a follow up have the person responsible for the sale introduce your Account Manager or the tech to the contact with assurances that if a problem arises, they can call on these people.  Some ‘scaper companies give the client a written list of numbers and contact names.

 Check out your gatekeeper - Today’s phone systems are full of stuff that ticks off the caller. Voice mail, automatic answering units that then route the caller to different departments, are not necessarily bad in their own right but they can be like tiny grains of sand.  A couple of grains doesn’t amount to much but add being on hold for a longer than an acceptable amount of time.  Add getting a human being that does not have the ability to make a decision or satisfy the caller’s needs.  What about the time delay in making the needed correction cause someone is out sick or the paper work got messed up and, by the time the problem or question is addressed you have one very unhappy client and an unhappy client is a client at risk.

 Answering Systems - Call your office sometime in a disguised voice, ask for yourself, and see how well the gatekeeper handles the call. Does he or she ask the right questions when you ask to speak to yourself?  And, since you aren’t available, does he or she offer to route the call to another appropriate person as well as offering voice mail?  If you have a message machine answering your calls, is your greeting short and sweet without a long rambling message before the beep?  Do you offer a cell phone alternative and is your cell phone turned on most of the time?  Think of all the times you’ve been on hold or been routed and rerouted through phone hell.  Make sure it doesn’t happen to your client ‘cause in this business when a client calls it is usually for a reason and not to just shoot the breeze.

Face to Face Visits - Take advantage of every opportunity you have to interact with the client contact even if it is only to stick your head in their door and ask if everything is okay.  You might be on the property to see someone else, may just be “driving by”, or you might be there for quality control.  Any chance to touch base with the client is a golden opportunity especially when it often results in a - Hey, Joe, while you’re here add-on sale.  Make sure the person your tech is always buttering up is the actual client contact and not their gatekeeper.  Time wasted if they are schmoozing the wrong person.

 Electronic Visits - In this fast, faster, fastest world, email is a wonderful tool to keep contact with clients.  I would mail to smaller groups of clients or send out messages without them being able to see who else is on that list of recipients just so it looks more personal rather than a wide broadcast contact to all your clients at one time.  Keep the message pertinent or instructive and, unless you know them really well, keep the angels and chain letter stuff out of the mix.  What could these messages say?   It could be news about the company, it might refer to an addition to their Holiday Décor Package or it might just be to say “Hi” or ask if there is anything they need from you and it might just be to thank them.  Keep it sporadic, limited and sweet but not saccharine. 

Holidays and Gifts - The year end and Holiday Season is the perfect time to make a connection.  Most ‘scaper companies give their clients poinsettia as gifts.  Good! Make sure to enclose a handwritten note thanking them for the past year’s opportunity to give them service.  Too many times we drop off the point and by the time they get it, no one knows where it came from.  Another idea, if you have the staff to create them, is to make up centerpieces of live greenery with a few ornaments, bow, and/or a candle.  The gift is live, it’s fragrant and just about everyone loves a pine arrangement in his or her space, be it at home or at the office.  Both of these options, poinsettia or greenery, avoids the problem of gifts that break diets (no fruitcakes), a personal moral decision (no alcohol), and still stays under their corporation’s dollar limits on gifts to employees (usually 25 dollars). 

Company Policy - If you don’t have standards set for response time and correction of problems known by everyone in the company, then there will be no urgency on anyone else’s part but your own.  Anticipate some mix-ups even with set timeframe standards and have a damage control response set up as well.  A “we goofed” admission of responsibility goes a long way.  Never should you be offering excuses like “the tech is sick” or “the truck broke down.”  Just admit responsibility, apologize, and fix it.  Wouldn’t hurt to follow this with a small gift plant or bloomer.

Know Thy Client - Don’t assume that every client wants handholding and attention.  Many don’t want to see you at all unless it’s for a really good reason.  As one of my early clients told me when I offered to give him a monthly report on how the 15 plants were doing,  “Barb, being a facility manager is like being Mayor of a large city.  I have to worry about snow removal, furniture storage, coffee service, paper supplies, and on top of that, 25% of our employees are moved within the buildings each year.  I haven’t got time for the green plants.  So, here’s how it goes.  I don’t need any monthly report, but if I call YOU, YOU had better take care of my concerns ASAP.  If you DO that and make sure I get no complaints that the plants look bad and I’m a happy camper.”

 And he was.  For fifteen wonderful years, we added hundreds of plants to his buildings and did extensive Holiday work until one sad day the company was sold and a new contact arrived.  Even then we continued with the job.  And the new contact wanted more contact.  Two different people with two different management techniques.  Again, know thy client.  One way to do this is to just ask the question when the client first signs on or when a new contact comes on board.  “Bob, how much do you want me to bug you?” or some such comment goes a long way to establishing the ground rules.   Mark his response on your calendar and in your file and you are well on your way to having a great long-term relationship with your client.

Client retention…a critical part of being a successful Interiorscaper and some thoughts on how to avoid the dreaded “Indifference Difference”.

 Now go out there and get ‘em Tiger!

A couple of years ago at a TPIE Seminar, I had my friend Scott Baron of Botanical Design in Seattle join me in presenting “Sales for Interiorscapers”.  As usual he was terrific and I loved having his different “take” on the subject.  One of Scott’s favorite sales beliefs is that “desk real estate” works.  “Desk real estate”?  The term was new to me but ear catching.  Scott explained that he has a program of logo’d mugs, pens, calendars, and other desk top visuals, always there, always reminding the client of his service.

 Spend Your Dollars Wisely
Now, before you go out and buy 500 mugs with your company name on them, listen to Scott’s other words of wisdom.  “You know calendars and mugs in and of themselves will not get the job done.  They are just part of a connect the dots program that includes good product knowledge, good presentation, and a value package.  They are just another element to break the ice.”  Scott then told me about his newest “ice-breaker, attention-getter”.  “For jobs with lots of potential; for jobs I really, really, really, want, I present a cool, hand blown glass fortune cookie that comes complete with sake cup, chopsticks, and is in a black lacquered take-out container.  To this I affix a beautiful card that says something about the clients fortune is assured by working with our company”.  “Wow!  That must cost a lot of money” I replied.  “Fifty bucks, he replied, so we only use them when there is upside potential.   It certainly grabs their attention”.

Stake Your Claim
And that’s what it’s all about - Getting their attention, differentiating yourself, establishing a dialogue and carving out a small place in their memory so you’ll be the first one they’ll call when they "need plants".