In the Hardscape and Pool industries, winter marks the slow season in many parts of the U.S. and Canada, but there are still opportunities to pursue. Take this time to catch up with residents and company owners you have done business with in the past. Determine if there are changes needed for the initial design? Have they found that the patio is a little small, should it be extended when the warmer weather hits? Have they found that they want to add a water or fire feature to the existing pool or more plants or TK Torches? These opportunities being addressed during the winter gives you the ability to price out the materials needed, sometimes buying them at discounted prices. Increasing your revenue for the next year and booking jobs for the upcoming year, as well as giving the customer time to put aside the money for the job.
The touchpoint (call, email, letter, Christmas card, etc.) should not be a hard sale style but more along the lines of wanting to re-connect. Keeping your company’s name and brand in front of your client increases their customer loyalty to you and makes it harder for a competitor to swoop in and steal the customer. It furthermore shows the care to detail taken by your company in re-connecting with the project and making sure everything still suits the needs of the build.
What is the easiest way to do this? If your files show the names of the client, the project, and hopefully notes like kid’s names, favorite food, hobbies, and interests, etc… You have all the data you need. Keep in mind that the more personalized the message is the more it shows that you care for the family or company that you completed the work for and that you are interested in their needs. If they’re interested in vinyl blues albums, send them one. Is their kid or grandchild having a birthday and a huge Detroit fan? Send them a puck or a ball with the team’s logo on it. This small touchpoint cost less than $10 to achieve but make’s a world of difference to the way you and your business is seen, not just by the client but also by the community.
The outdoor industry from hardscape to grills, from pools to fire pits is all about added value. That is what this winter should be about. The added value you can bring to former customers and establishing yourself as the region expert, increasing their love of your work and ultimately your company and revenue.
To sum up how to make money through the winter in 4 Easy Steps:
- Reconnect – Go through your old completed projects and send them a reminder of you and the work you have done for them.
- Engage – See how the build is suiting there needs now and really listen to what they are saying.
- Ask – If they have stopped using the pool, why? Does it need a face-lift? Is it too much upkeep?
- Implement – Come up with a plan that will fix any issues they are having and finish it when the weather is warmer.