The Psychology of a Client

Following on from Darren Smith's discussion, 'Help Please' - It would be interesting to hear from those on the site not directly involved with the hands on landscaping to find out why a client chooses someone over someone else. I realise there are so many answers to this question but as landscaping is becoming increasingly competitive, it would good to know how to choose the direction you feel most comfortable with when first approaching a client. For instance I was once awarded a big contract, against strong competition because I turned up with my scale ruler stuck in my wellie!!! - this what the client told me as to why they choose me.Does corporate image matter? or is it just vanity; Should you wear a clean shirt, (never white at least); Does 'being busy' really appeal to the potential client? - it seems to.

Different approaches work for different businesses. You may be uniformed, your boys uniformed and van sign-written but, lets face it, we all know of guys that have all these things yet do not work to our standards. If you are known to be honest, know your work and are confident in your approach to clients and always strive to improve standards you can still get the job in plain work clothes.

I do wear uniform but occassionally do go to jobs in even smarter clothes depending on who, where and what the job is. As long as you are yourself and upfront though. Clients have their own ideals of what a contractor should look like - you may fit that or you may change their opinion but its very much up to them. They may like you, they may not. You will win some jobs, others you wont. There is a never ending list of factors that influence a clients mind and way of thinking towards us.

I've been unsuccessful in the last 2 residents association grounds maintenance tenders I put out. I asked for feedback on both of them once I knew I wasn't chosen. The first one informed me that the chosen contractor did not meet standards on his first visit so they may be reassessing and would let me know; the other told me they were most impressed by my personal interest in them and regretted to inform me another company just pipped me - from which I am reassured - I must have done something right!.

Replies

Graeme @ BGS April 9, 2009 at 8:27pm

I have a very high conversion rate and I put it down to a number of factors.

1. Turning up on time - How often have a potential new client said the other company who was asked to quote failed to turn up or advise them of any delays.

2. Sign writen van and uniform - all gives a professional appearance

3. Being honest

4. Having a really good quotation document (well I think mine is good)

5. Offering references

Price never really comes into it.

End of the day the potential client will "buy" from the company / person they fell most comfortable with.
Julius Bell April 9, 2009 at 8:55pm

First Impressions are what do it if you ask me.
Classic Gardens April 10, 2009 at 3:56pm

Look at how far green thumb has come in such a short spce of time.

They offer the same service as any gardener could. I could cut there quotes by half.

As shallow as it seems customers love the fact thet the neighbours can see this van pulling up. They have full uniform including wellington boots? There documentation is done to perfection, They do a site analysis that normally takes about an hour. Dont get me wrong they do a good job and are always neat and tidy i contract them on a few of my properties.
The fact is its all speel which draws the customers in.
Sustainable Land Management April 10, 2009 at 4:27pm

This is a great point; I guess it draws on the 'keeping up with Jones's' thing. But the additional costs would be hard to swallow by most of our clients. The franchising of some landscaping companies seems to be dying out, thankfully (some of the horror stories I've heard have done considerable damage to the industry as a whole), but the corporate imagery certainly does seem to work. We are considering doing a show or 2 this year and as such my colleagues and I are busy arguing over the best image to present ourselves, certainly one of the management team is very strict on dress codes, jewellery and even hair cuts for the younger members and I have to admit it but on occasion we have sent the less qualified in to do a job because of the outward appearance of the best suited, this kind of compromise is likely to damage a professional image in the long run.
Daniel Johnson III April 11, 2009 at 11:15am

the honesty factor I think is the main one .. .. not trying to upsell or anything cunning like that. people are well educated about sales these days and spot a hard sell or anything phony from miles away...
Neil Petrie BSc Landscape Mgt April 11, 2009 at 2:55pm

Different approaches work for different businesses. You may be uniformed, your boys uniformed and van sign-written but, lets face it, we all know of guys that have all these things yet do not work to our standards. If you are known to be honest, know your work and are confident in your approach to clients and always strive to improve standards you can still get the job in plain work clothes.

I do wear uniform but occassionally do go to jobs in even smarter clothes depending on who, where and what the job is. As long as you are yourself and upfront though. Clients have their own ideals of what a contractor should look like - you may fit that or you may change their opinion but its very much up to them. They may like you, they may not. You will win some jobs, others you wont. There is a never ending list of factors that influence a clients mind and way of thinking towards us.

I've been unsuccessful in the last 2 residents association grounds maintenance tenders I put out. I asked for feedback on both of them once I knew I wasn't chosen. The first one informed me that the chosen contractor did not meet standards on his first visit so they may be reassessing and would let me know; the other told me they were most impressed by my personal interest in them and regretted to inform me another company just pipped me - from which I am reassured - I must have done something right!.
Roy Buckland April 11, 2009 at 5:20pm

Hi, this is my first reply to a blog so please be gentle with me, My vehicle isnt sign written,and I dont have a uniform as such,what I do have however is manners,good time keeping and a friendly approach,along with good banter with the client, along with acknowledging the importance of their garden .All this seems to work for me.