Don't Miss Chance to Upsell to Existing Clients
Did you know that in general, it costs 5 to 7 times more money to acquire a new customer than it does retaining an existing customer?
Many lawn and landscape business owners are anxious to build their customer list. They want more and more new customers, but the fact is, most business owners in this industry do not offer a service just once. Even for those business owners who do installation work, there is a never ending list of opportunities to sell more work, even if it is a maintenance package for what was designed and installed.
If you really stop and think about the possibilities, it might just make you stop and reconsider the money you are going to spend on your next big advertising effort.
Let's take for example a company that has 75 existing clients that they serve on a regular basis. Let's say the company provides all of the services below:
Mowing, Trimming, Edging, Shrub Trimming, Pruning, Aeration, Seeding, Dethatching, Turf Fertilization, Turf Weed Control, Bed Weed Control, Mulching, Spring Clean-up, Leaf Removal, Fall Clean-up, Planting, Pavers, Walls and Snow Removal
Now there is a pretty good chance that many of this company's clients do not have all of these services performed.
If a company has a plan and process in place to keep in touch with their customers on a consistent basis, they have more than half the battle won. If the only time you communicate with your clients is when you send them an invoice, it makes it that much harder to upsell them. But if you call them regularly, email them, send them helpful information every so often, you are on their mind, they will see you as a trusted and appreciated service provider, and they will be that much more open and willing to your suggestions for additional services.
Let's get back to the example above...
The company has a particular client who has them mow, trim, edge, trim shrubs, mulch, provide a spring and fall clean-up, and nothing else.
There is a lot of money being left on the table with this client.
Contacting the client and explaining to them the benefits of Dethatching in the early spring or early fall, aeration and overseeding as well as a consistent fertilization and weed control program could mean thousands of dollars in additional revenue.
This is just one example.
If you take the time to look closely at your client list, you will probably see quite a few clients who are not taking advantage of all of the services you provide.
I know, the problem is, who has the time to reach out to all of their clients on a consistent basis, right?
If you don't have the time, make the time. If you can't make the time, find someone who will. It is worth it.