Article provided in collaboration with White Rabbit Group
Corporate brochure, letterhead and signage. Staff attire. Appearance of equipment. Condition of completed jobsites.
These are just a few examples of the many factors that, collectively, can shape the overall impression others have about your tree care business. And the reality is that perception and attitudes — whether justly or unfairly — are most often formed strictly on appearances. Simply put, appearance does matter. And while appearance may not actually have anything to do with competence, in the mind of the consumer, it’s all that matters and may often be the difference between landing and losing new tree care customers and jobs.
“There are exceptions, but the vast majority of people are looking for something they associate with professionalism,” says Mike Wagner, chief executive officer with White Rabbit Group, a brand consulting firm headquartered in Des Moines, Iowa. “Consumers may not have that exact word in mind, but professionalism is definitely what they’re looking for. It’s one of those things they can’t always describe or define; they just know it when they see it — or don’t.”
Simply being good may not be good enough
In a nutshell, simply being good at tree care can often be overshadowed by impressions that have very little to do with tree care ability or competency. In fact, the perceived lack of professionalism can be a company’s greatest challenge. According to Todd Roorda, tree care sales manager within the environmental products segment at Vermeer, an entire industry will often suffer a bad rap for the actions of a few.
Companies face added pressure to set themselves apart from less-than-scrupulous, fly-by-night companies whose actions have tainted the public’s view of the tree care industry, according to Roorda. “Regardless of the industry, there will always be the irresponsible that are responsible for the black eye given to all,” Roorda says.
Don’t let your company’s perception be overshadowed by those in the industry behaving badly. A little extra attention to detail can help your company stand out. Some tips to help you send the right message about your business and preserve the all-important customer experience are located below.
Appearance shapes perception
First impressions form lasting opinions, and are often difficult to alter once established. Here’s a checklist of factors that shape perception:
- Marketing materials — consistent branding and appearance, well-designed, quality reproduction.
- Employee conduct and attire — courteous, conversational, responsive, knowledgeable; clean, neat appearance and well-kept wearables and uniforms.
- Appearance of equipment — well-maintained, damage-free.
- Office, shop and lot appearance — clean, orderly, uncluttered and organized.
- Jobsite protocol — minimal footprint and impact on completed jobsites; safe, courteous and professional work behavior.