customers pick up the harvested product from your company? Do you deliver it to them with company equipment and personnel? Do you use contracted delivery services? Does your company handle off-site installations? Do you use contracted installers?
Most of you will serve more than one of these customer categories. Some of you have such diversified business that you could answer yes to all of these questions.
Te technical level of your outreach will vary with each of these customer categories, and probably across a broad spectrum within these categories. As with the governmental agencies, your first steps are connecting with your customers to determine who the decision makers are, whether it’s an individual, or several individuals with differing levels of authority within an organization. Again, the key is establishing communication with those people,
and listening to their questions and concerns. You may find that you also need to establish connections with your customers’ customers to more effectively understand the questions and concerns they are raising for your customers. In some instances, you may need to target your outreach to an entire department, facility, company, homeowners’ association (HOA), neighborhood, subdivision, or city.
How Do You Deliver Your Messages?
To amplify the impact of your outreach, share your messages on multiple platforms. Post signage in your office and on your trucks. Set up a section on your website. Spread the word on social media: Facebook, Twitter, Instagram, YouTube, and LinkedIn. Prepare a water-use efficiency and conservation presentation to deliver as the featured speaker for the meetings of area associations. Offer to be an information source for the media—radio, television, newspapers. Resources to develop your outreach are available through TPI, Te Lawn Institute (TLI), and IA (see the example of IA graphics in this article). And through such associations as Turf Australia and, for those in the UK and Ireland, the Turfgrass Growers Association (TGA).
Suz Trusty is co-editor of Turf News.
TPI Turf News September/October 2022
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