When clients ask me what they should prioritize to survive and thrive, my response is always: “Whatever you do, make sure you do everything you can to keep your current clients.” Client retention should be at the forefront of your business strategy, particularly in the lawn care, landscaping, and tree care industries, where relationships and reputation are everything.
Client retention is crucial for several reasons. It’s more cost-effective to retain an existing client than to acquire a new one. Past clients are also more likely to become future purchasers because they have already demonstrated a preference for your services and a willingness to pay for them. In the current economic climate, where client loyalty can waver, it’s more important than ever to have a solid client retention strategy.
The Importance of Client Retention in Lawn Care, Landscaping, and Tree Care
In today’s economy, client retention strategies are even more vital. Whether you’re in the B-to-B (business-to-business) or B-to-C (business-to-consumer) sector, your clients are scrutinizing their budgets more carefully and exploring alternatives. With the rapid pace of technological change and the plethora of communication channels available (blogs, X, Facebook, Instagram, etc.), your clients are more exposed to your competitors than ever before.
This means you need a robust client retention plan. Fortunately, such a plan doesn’t have to be costly, time-consuming, or difficult to implement. Here are some key components to include in your client retention strategy:
Client Retention Plan Components
- Regularly Contact Your Top Clients Make a list of your top clients—at least 10-25—and reach out to them regularly. Aim to call them at least once a month. For your best clients, consider taking them to lunch or dinner to strengthen the relationship.
- Keep Your Name in Front of All Clients Consistent visibility is crucial. Advertise regularly, network consistently, and make it a point to stop by and see your clients. Regularly sending email newsletters can also keep your business top of mind. The key is to maintain regular contact.
- Offer Good Deals to Current Clients While many businesses focus on attracting new clients with special offers, it’s equally important to provide similar discounts and deals to your existing clients. Remember, your competitors are targeting your clients with enticing offers.
- Surprise Your Clients Do something special and unexpected for your best customers. Send a small gift or add something extra to their order or service. These thoughtful gestures can go a long way in fostering loyalty.
- Maintain an Updated Database Having a comprehensive database, contact manager, or digital address book is essential. It’s surprising how many businesses, particularly small ones, lack an organized database of past and present clients. Find a way to keep track of all your clients so you can easily and quickly contact them.
- Communicate, Communicate, Communicate Many businesses, myself included, sometimes take clients for granted. We get so focused on our work that we forget to take time to meet with, talk to, and listen to our clients. Stay in touch and ask them what they need and want. Be an active part of their lives and businesses.
Conclusion
In the lawn care, landscaping, and tree care industries, where client relationships are paramount, neglecting client retention can be detrimental. Implementing a client retention strategy doesn’t have to be complex or expensive. By regularly contacting your top clients, maintaining visibility, offering deals, surprising clients, keeping an updated database, and communicating consistently, you can build lasting relationships and ensure the long-term success of your business.
Remember, a client is a terrible thing to waste.
Join Our Upcoming Event!
Are you ready to elevate the performance of your landscaping, tree care, or lawn care business? Join us for a transformative webinar led by industry expert Fred Haskett of TrueWinds Consulting. This hour-long session will delve into the critical role of Account Managers and provide actionable insights on how to develop and retain high-performance Account Managers.
Don’t miss this opportunity to enhance the skills and effectiveness of your Account Managers. Register now and take the first step towards transforming your business operations.
We look forward to seeing you on July 23rd!
Be Well, Do Good Work, and Keep In Touch.
Fred Haskett
To Learn More Contact Fred at TrueWinds Consulting