Landscaper's Circle

Branching out

Varying your skill set can increase your value to clients, says Paula Warman. Here are some considerations to take into account before extending your operations

This month we are touching on whether to diversify your skill set. For example, if you are a hardscaping contractor, would your business benefit if you could also offer soft landscaping services to your clients? But before jumping straight in and offering a range of services that you might not be able to deliver, ask yourself these questions:

1. What is your current skill set and that of your team? Avoid falling into the trap of being a ‘Jack of all trades, master of none’. I am not advocating that offer services and/or products that are outside of your skill set and knowledge. That would be dangerous for business. However, focus first on your skill set and look to what other similar services and/or products you can offer that fit the skills you and your team currently have.

2. What do your clients want? Consider what your potential clients and existing customers are asking for in their grand plans. Can you offer it? If you don’t have the skills or knowledge to offer it can you outsource it, but manage the entire project yourself? Or might you benefit from taking on a course to develop your knowledge so you can offer more to a client?

3. Will it work in your existing business? Ideally to make diversification easier and more profitable the new service and/or product should fit well within your existing business and be a natural offering. It is important so it does not confuse clients and affect your credibility. If the new service or product you want to offer is wildly different then it may be better to set it up as a standalone company separate to your existing business.

If you decide diversification is an option for you then you need to look at four things:

1. Target Market - Is it a complementary service or product that targets your existing client base or would it appeal to other markets and clients? This will involve looking at your avatar (ideal client) for the new service or product and will be a good basis before going onto step two.

2. Marketing Strategy – When launching a new service or product, look at your existing marketing pillars - the ways you obtain leads and clients into your business. For example, social media. Can you use these existing pillars by running a campaign promoting the new service or product? Also, could you add more pillars such as paid adverts. A major consideration is deciding whether you have the budget to promote the new service or product? There is an opportunity to capitalise when launching a new service or product by building interest with a specific and well executed launch strategy and campaign.

3. Processes – This needs consideration particularly if you are outsourcing or using third party suppliers. How will you deliver the product or service if someone buys this from you? What staff will need to be informed, how will the enquiries be handled, how is the order processed etc. Not the most exciting aspect of launching a new product or service but definitely a must do.

4. Training – Will you need to upskill any staff? This could be on the ‘doing’ or the new service or product and it can also mean training on the sales and ordering side. Think about both sides of the training coin.

Finally, launching a new service or product can be exciting and diversification into another element of the landscaping industry is the easiest and most effective way to do this. However, be mindful of the time pressures and investment it will take to make it work.

For help with diversification in your business and/ or launching a new service do ask the team at The Landscaper’s Circle. Both the Landscaper's Circle and The Landscaper Magazine would love to hear of any inspirational stories of how you diversified – especially coming out of lockdown.

The Landscaper’s Circle is the only online platform exclusively for business owners in the landscaping industry to learn how to market and run their business better. Become part of the #TLCTribe today for training and support. If you need our help please email at info@thelandscaperscircle.co.uk | www.thelandscaperscircle.co.uk