David Anderson, CTSP, Mayer Tree Service
How do you get away from price-based sales? How do you be the company people want to hire regardless of what you charge? Too many tree companies do not see the value of their service and do not charge enough. Too many arborists are so worried about not getting the job they offer low bids that may or may not be profitable. Do you know what is worse than not getting the job? Getting the job and losing money because it took a lot longer than you estimated. You only have so many billable crew days in a year; be sure you make money. Isn’t that why we are in business?
Your objective should be to position yourself to where people hire you because you are the best not because you work cheap. This market position can be achieved but you need to have a holistic approach. It will not be easy but if you are willing to do things a little differently it will pay off. You need to build your entire business with the goal of being an exceptional company that people want to refer to their friends and family. You need to model your company after the best companies in the world. Companies renowned for their expertise, quality, service and integrity. Starting a tree company is a long way from being Lexus, The Four Seasons or LL Bean but you can absolutely mimic their methods. These amazing companies are not known for being cheap and your company should not be either.
It starts with being honest in all your dealings. Providing exceptional client service (not lip service). Being an expert; know your plants, disease and insects at a super high level. How can you make recommendations if you are not an expert? Market yourself and your company to be positioned as the best arborist in your area. Know your costs and overhead so you charge appropriately. Hire and train your people; from the person who answers your phone to the newest member of your team to be an extension of this business plan.
Being exceptional is about effort and discipline. You can and should position your self to not compete against inferior companies. Tree work is like Murphy’s Law, “Anything that can go wrong will go wrong.”. Price the job with a little cushion (or a lot of cushion). Give your team the time to work safely and to provide a great service. If you want to build a great business with modern equipment and the best staff it’s hard to do that consistently being the lowest bidder.
Biography
Anderson, Dave M, CTSP – Mayer Tree Service
David M. Anderson has over 40 years of experience in arboriculture, horticulture, client service and public relations. He is an Arborist at Mayer Tree Service in Essex MA. He has been a member of the TCIA’s TCI Magazine editorial advisory board for two years. He is a TCIA Certified Treecare Safety Professional (CTSP).