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CEO Gary Horton in Green Industry Magazine

May 25, 2021
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Gary Horton, Landscape Development
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By Landscape Development
Landscape Development- Green Industry magazine cover

Gary Horton, CEO of Landscape Development, Inc writes columns for Irrigation and Green Industry Magazine.  Check out his latest article titled “More than  a Commodity”

 

Many customers want to view your landscaping services as another commodity to be shopped for the lowest price as if hiring your company was no different than buying another gallon of regular gasoline. Landscapers face sealed bids, negotiated bids, and reverse bids, all designed to drive your numbers down and pressure your profit as low as you will allow.

 

Fortunately, there’s a workaround: Stand out from the “other guys” and meaningfully differentiate your company from all the rest. Give customers real reasons to pick you over “good enough.” Make them first want you, then connect with you, and even become your fans and promoters!

Consider customer devotion to Tesla and Mercedes. Lots of cars are manufactured in the world, but these are among the most distinguished, most popular and also most pricy. Consider Apple’s following. Lots of phones are made, but Apple leads the pack in higher prices with their perceived quality and cool factor.

Each is its own standout from the competition. In every case, winning customer love and realizing high profits come from meaningful differentiation from competitors and exceeding customer expectations.

In our industry, the best customers are those who value great, attentive service. They’re the ones you should seek. They’re keen on no problems, no worries, and no punch lists, and they’re thrilled when they’re proactively kept informed and cared for. When you consistently deliver, customers come to love you for your attentive care. Soon, they can’t live without it. And your company escapes commodity hell and stands on far firmer ground when pricing is discussed.

Knowing and exceeding your customer desires and expectations is key to breaking the chains binding you to all the other bidders. If you don’t, you’re just a commodity, like gravel or plastic pipe. It’s all the same and you buy on price. Yes, there’s money to be made in competitive bidding. But until you differentiate yourself from the pack, you’ll be like a running back with five tacklers pulling you down.

Our company has thrived because decades ago we adopted a uniquely personal, highly attentive, distinctively dependable customer service process as our bedrock, core operating principle. Over this time, we’ve consistently trained our people to exceed customer expectations in all their client interactions.

Quality doesn’t cost, it pays! Superior customer response builds clients for life. And client loyalty is what has sustained us through all our past challenges.

This is key: Differentiate yourself from your competition by training everyone who comes in contact with the public to carefully understand their customer’s needs and to hone their actions to exceed them.

Teach that going the extra mile for the folks who write your checks pays off again and again.

Here’s a clip from our oft-repeated Vision Statement: “We are known for the highest ethical values, with special emphasis on honesty, plain dealing, transparency, artistry, and commitment to highest service.”

Excelling in these key behaviors differentiates us from our competition. Honesty and transparency are paramount, as our clients quickly learn to fully trust whatever we communicate, from pricing to specs. Trust and dependability go a long way in contracting.

We also strive to build personal, meaningful relationships with those we serve. And the results are that most of our clients stay put. Some have been around for as long as I can remember. Many refer to us as their industry friend. Most won’t take a chance on a cheaper price. Retaining the high service they’re accustomed to is more important than price alone.

Yet, these happy outcomes only happen as long as we dependably live out our vision, day in and out, without fail or aberration. It takes a long time to build lasting client relationships. Conversely, it usually only takes one or two significant missteps to blow them up.

Exceed expectations consistently and dependably. And remember: Add fresh, unexpected touches onsite and in your relationships to keep things vibrant and alive.

Investing in client loyalty is the smart price you’ll pay for customers who are lifelong fans.

Gary Horton, MBA, is CEO of Landscape Development Inc., a green industry leader for over 35 years with offices throughout California and Nevada.

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Landscape Development Inc.
CRAFTSMANSHIP DESIGNED FROM EXPERIENCE: Not one of CRAFTSMANSHIP DESIGNED FROM EXPERIENCE:
Not one of our clients has the same needs or vision. Knowing this, we focus on on the client's vision. Just as we are passionate about design, we understand each of our clients is passionate about their project. Our relationship with each client is based on a respect for their vision and our commitment to deliver on creativity and efficiency.
Our highly-trained landscape professionals and ins Our highly-trained landscape professionals and installation crews at Landscape Development offer the highest standards in safety and service. We have mastered designing and installing beautiful landscape and hardscape projects throughout California and Southern Nevada. We give our clients peace of mind and make their lives easier with our know-how and dedication to service.
No site too large. No challenge too daunting. We r No site too large. No challenge too daunting.
We retain soil and we control dust. We mitigate disturbance by water, fire, and development. We restore habitat. We provide SWPPP plans, inspections, and emergency response. 
Our mission: Your security and peace of mind.
Landscape Development’s Design-Build team combin Landscape Development’s Design-Build team combines the best of a leading landscape architect group with an industry-best contractor. Our seamless process saves you time and money.  We are passionate about design. Our collective of landscape architects and designers revel in the opportunity to create sense of place and continuity between form and function for each client. Whether a larger scale environment or an intimate space, each project presents challenges and opportunities that allow us to reflect our abilities in a way that compliments your vision as a client.
To live in California is to be mindful of water co To live in California is to be mindful of water conservation. There are many plants that are drought tolerant in this area and beautiful to look at. These top picks have proven themselves in our climate and shown us that they are here to stay. Click here to learn more about Drought Tolerant Landscaping! https://landscapedevelopment.com/can-you-identify-these-plants/
✅ Chilopsis linearis – tree, Cal native
✅ Hesperaloe – yucca-like, perennial succulent shrub
Aloes, Agaves
California is wildfire country. The safety of your California is wildfire country. The safety of your property can be significantly increased with proper brush clearance, advanced planning, and preparation. Enhanced Landscape Management (ELM) has the experience and resources to take care of your brush clearance needs quickly and effectively. Our team stands ready to assist you with many years of experience and trained staff who handle all aspects of brush management, as well as provide erosion control measures in former burn areas.
Check out our recent completion by our team in San Check out our recent completion by our team in San Diego! The Escondido Division did an amazing job on this high rise podium landscape construction project. Lots of hard work went into craning all the materials and we couldn't be happier with the results. What do you think?
Enhanced Landscape Management, a division of Lands Enhanced Landscape Management, a division of Landscape Development, is the industry-leading integrated site and landscape services company with a track record for excellence.  Our team of professionals can help you maintain your site and also help you save water. #landscape #landscapedesign #droughttolerantlandscaping 
Landscape Development is an unmistakable choice! Feel free to get more information and a quote here. https://landscapedevelopment.com/maintenance/
Just like in residential landscaping, commercial l Just like in residential landscaping, commercial landscaping also helps enhance the curb appeal of your business, community, or property. This helps attract new customers and tenants, retain current customers, and even creates an enjoyable working environment for employees!  #droughttolerantlandscape
We are honored to be able to donate to Family Prom We are honored to be able to donate to Family Promise for their new location construction. Family Promise is a beautiful Nonprofit organization that helps transform the lives of families experiencing homelessness, because they stand by the belief that every child deserves a home and we couldn't agree more. We hope you are able to see all the great things they have achieved and are working on this year. Check out familypromise.org today to see how you can also help! @familypromisescv
When creating a landscape design project, there ar When creating a landscape design project, there are crucial components for designing a harmonious and comfortable outside environment. The relationship of essential design includes artistry, efficiency and collaboration. 
Visit landscapedevelopment.com/design to see how we've utilized essential design to make our client's visions a reality.
We're hiring! Landscape Development is a great pla We're hiring! Landscape Development is a great place to build your career because we know that our greatest asset is the strength of our people. We provide extensive learning opportunities to help our employees build the skills they need to excel. Check out our careers page to see if you would be a fit for our team! landscapedevelopment.com/careers #nowhiring
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