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Monday, April 10, 2006

A friend of mine is working in a landscaping business. He needs to build up personal relationships with folks who may be doing home projects in the future. These are substantial projects, involving large commitments of time and money. He has several options.
He's very good at building personal relationships. However, with managing the number of projects he runs, there's a finite amount of time in the day he can spend on the phone or individually emailing folks.

He also does a lot of interesting projects, that people tend to be very curious about to hear details. It's not often you hear how one moves a five ton rock, or import enough flowers to cover an entire backyard.

He has an opportunity to utilize either an e-mail newsletter or a blog to enhance relationships on an ongoing basis. These would keep him visible on a regular schedule, and provide valuable information to clients. Plus, and I've found this with many professionals, they have an intro speech they make to new clients. In his case, it's essentially "What a Landscape Architect Does for You". With the avaibility of this information on the web, people will immediately have that understanding, and can engage him with a fuller understanding of his capabilities. There's a clear market on the Internet for high end information, and English Cut is a great example. Thomas has doubled his sales of custom made suits, and undoubtedly cut down on the number of explanations that he has given about why you would want one.

As he meets new people on a regular basis, he can offer to add them to the email feed from his blog or his newsletter, a generous offer that won't require any additional work on his end. With a relatively small investment of time, he'll be enhancing his relationships, solidfying his status as an expert in the field, and likely bringing in some additional business.

The other good news is there aren't many professionals posting in this space. A few of the most easily found in search engines are posted below, but there's lots of room, especially in the geographic area he's in.

About.com - landscape guide
http://pruned.blogspot.com/ - personal landscape blog
Landscape Management Magazine's blog -


Anonymous Anonymous said...

Your best post in some time.

There is a cheese shop in my neighborhood that has gotten some great press over the past couple of years. They do a nice job with a website and monthly e-mail newsletter. I've only been in the shop once, but they used the transaction to capture my info under the auspices of, "The next time you come back, if you liked the cheese you had, we can remind you what it was." Now I get their newsletter with all kinds of new product introductions. Pretty slick.


10:57 AM  

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