Do I Need an Employee Handbook?

by | Aug 27, 2018 | Employee Management | 0 comments

Do I Need an Employee Handbook?

While not specifically required by law, having an employee handbook is a great business practice that will set the tone for your entire business operation. Unfortunately, there is a lot of negative stigma surrounding employee handbooks. This article will help you understand the importance of a handbook and debunk some of the more common myths about them.

The purpose of an employee handbook is to outline the operating rules for the business so that every employee knows what is to be expected of them. Company policies such as vacation time, sick days and dress code are cornerstones of a handbook, but they also need to address topics such as Family Medical Leave Act (FMLA) and the American’s with Disabilities Act (ADA).

These company policies set up the same rules for everyone and allow the business to govern seemlessly. The goal is to be fair to all employees so that special preferences do not impede production of the entire team. Also, when the policies within the handbook are consistently followed and applied, the business has a much better chance at being successful in defending itself from a lawsuit brought on by an employee.

A few of the more common myths are:

Myth #1 – Handbooks are too dry and employees don’t read them anyways.
Okay, an employee handbook obviously isn’t going to make the best seller list, but that does not mean the employee will not read it. When the employee handbook is part of the initial employee on-boarding process, it becomes the most beneficial tool to explain the ins and outs of your company. Having the employee sign to acknowledge that they read the handbook is also a good way to get the employees to read the information.

Myth #2 – Having a handbook creates more liability.
I’ve heard plenty of business owners say that they don’t want to have their policies in writing because they could be held liable if they don’t follow the same process every time. However, that is exactly why you do need to have a handbook, to make sure the policies are followed the same way each time. When one employee gets treated differently than the next, you open up a possibility of getting sued for discrimination. Close that opportunity by having a handbook and following what it says. Of course, if you have a handbook and you choose not to follow what is written in it, you will create more potential liability for your company.

Myth #3 – Creating an employee handbook costs too much.
On average, the cost to settle an employment related lawsuit out of court is $40,000. These cases typically surround one particular issue that was not clearly defined in the company’s handbook. Because both sides claim the opposite viewpoint on the issue, these suits can be settled out of court. However, if the lawsuit goes to trial, just the defense costs alone average $75,000, without a certainty of a positive verdict. In my experience, the typical cost to get an employee handbook created by an attorney is about $1,500. So if you are faced with a $40,000 bill or a $1,500 fee to establish the proper procedures, which would you prefer?

By understanding the importance of your employee handbook and following the procedures that you have established, you will be able to improve your employee relations and position your business for faster growth.

Written by: Eric Petersen

Handling High Phone Call Volume

by | Aug 27, 2018 | Business Strategy | 0 comments

Handling High Phone Call Volume

The telephone is one of the most important pieces of equipment to a tree service, yet, many struggle with the challenges associated with it. This is especially true during periods of high call volume. A lot of times, the difference between winning a job and/or keeping a customer is a matter of which tree service answers the phone. This article is meant to give you a few tips on how to shine as an organization when the phone is ringing off the hook.

Find out when your phones ring the most. It sounds simple, but ask yourself, when do we get the most calls and why? Perhaps you get a lot of calls after a large storm or the first nice Spring day when people get out of their house and look at their property. Every business will have a little different answer depending on the services you focus on and your clientele, but typically you should be able to identify a handful of high call volume times.

Figure out how many people need to answer the phones so that the majority of calls get to talk to a live person within a few rings. If your phone system isn’t set up to handle multiple lines at one time, invest into a new system so that you can ensure that your customers and prospects do not get trapped in the voicemail game of tag.

Staff the phones during these times with knowledgable team members, preferably from your sales team. They should be the most well versed in the operation of the company and will be able to give verbal estimates of what may need to be done on the call thereby mitigating the threat of them calling another company. To be clear, I’m not suggesting that they diagnose the customer’s problem without seeing the tree or give an actual proposal, but a quick idea of what your company can do for the customer can go a long way in helping them make their decision about which tree service to use.

Train on the most frequently asked questions. What are the common questions that customer’s and prospects ask? Train your team on these so that they can help answer the call in the most efficient way possible.

Change your voicemail to indicate high call volume due to whatever your company is experiencing and give the caller an expectation of when they will hear back from you. It’s extremely important to actually call the person back within the time frame that you had given them. These callbacks should also be done by the sales team to speed up the process of getting the customer’s problem addressed as quickly as possible.

Investigate hiring a call center. The last tip I have for you is to hire a call center so that every phone call gets answered by a live person. The call center will not be able to provide much for actual support to the caller, however, there is something comforting with talking to a real person, not a voicemail. During your research on this make sure you choose a company that is in your general region and will have employees that naturally have the same accent as you do.

Managing the peak phone call times in your business is a challenging task, however, following these simple tips can help turn this stressor into a profit center for your business. Done correctly, you can turn the phone from an important piece of equipment into your most valuable one.

Written by: Eric Petersen

Gain Customers Without Having to Sell: Content Marketing Part 2

by | Aug 27, 2018 | Business Strategy | 0 comments

Gain Customers Without having to sell: Content Marketing Part 2

In my last tip, I introduced the concept of Content Marketing. In case you missed it, you can read it here. Today, I’m going to give you the framework to set up a successful Content Marketing campaign.

Target Audience – Define your target audience. Who are you trying to help with your content and how will you help them in a way that no one else is? Make sure that you get specific enough to know what your target audience values and where they get their information from. Brainstorming sessions with your team members are the easiest way to define your target audience. A word of caution with brainstorming sessions; appoint someone to facilitate the conversation and ensure that the group remains on task not veering off into a different direction.

Type of Content – After you know who you are targeting and where they learn about things. Determine what type of content your target audience consumes as well as what type of content your team can produce. Start with whatever is easiest for your team. It may be small videos from the field explaining situations or problems that you typically run into or it may be in a written blog format like this post. Whatever it is, don’t try to do too much at first. It is best to get good at one type of content before adding others to the mix. Which leads me to my next point.

Consistency – Content Marketing thrives on consistency. Whichever type of content you are delivering, make sure you are doing it on a regular basis. Your audience will come to expect the information that you are putting out there and will be disappointed if they don’t receive it. Not every piece of content will be relevant to everyone and that’s okay, it is more important to be consistent in your production of the information.

Champion – Lastly, who will be your Chief Content Officer? This does not have to be a formal position with a pay raise and all, but simply someone that is in charge of the content that gets sent out. This person shouldn’t be the only one that is creating all of the content, just the last person to review it so that the messaging is similar across all pieces of content.
Once you have your basic Content Marketing campaign strategy in place, it is time to actually start creating the content. I recently attended a seminar session from Marcus Sheridan of The Sales Lion. In his presentation he gave us the five areas that you need to address within your content.

Cost/price questions – Explain the range of costs for typical tree care services and what factors play a role in determining the final cost.

Problems/issue questions – What are the most frequently asked questions from your customers? Create content aimed at solving your target audience’s problems. Two examples may be: Why are the leaves on my trees turning yellow? Or how do I know my tree is safe?

Comparison questions – Help your audience determine what the best choice for their situation is by giving them the honest advice about the options to their issue. Example: How to minimize the impact of Emerald Ash Borer; give them information on treating the trees versus the cost to remove and replant.

“Best of” Lists – Many internet searches start with “what is the best…”. Create a list of topics that you can write on including; best trees for backyard shade, best practices for hiring a tree service, best tree services in my area, etc. Yes, you read that right, “what are the best tree services in my area” should be a content piece that you produce. By highlighting a few other professional tree care companies in your area you actually prove that you have the customer’s best interest at heart and more times than not, they’ll call you to do the work because of your openness.

By installing the principles of Content Marketing and committing to the process, you will gain new customers without having to sell them.

Written by: Eric Petersen

Gain Customers Without Having to Sell: Content Marketing Part 1

by | Aug 27, 2018 | Business Strategy | 0 comments

Gain Customers Without having to sell: Content Marketing Part 1

Gone are the days where consumers purchase a product or service based solely on the salesperson’s ability to convince them to buy. Today, the vast majority of the sales process is done by the consumer before they even reach out to you. So how do you earn the trust of your future customers before they pick up the phone to call you? You do it with Content Marketing.

What is Content Marketing?

Content Marketing is a strategic marketing approach where you give valuable information to your prospects and customers without trying to sell them anything. It allows the consumer to learn about their problem on their own using information that you created. Because it does not involve you thumping your chest saying why you are the best, the consumer appreciates the expertise you bring. And guess what? They will start to buy from you because they now know you and trust that your intentions are in their best interest.

Information can be created and shared in a number of different ways. The more ways you incorporate into your content marketing strategy, the more effective you will be at reaching your target customer. Blogs, newsletters, email campaigns, home & garden show presentations and social media posts are all ways that you can get content out.

Why Content Marketing works in the tree care industry?

Content marketing isn’t about your brand or the services you sell, it is about your audience and what they care about. The tree care industry is perfect profession to utilize content marketing because it allows you to develop rapport with your target customers. For most professional tree care companies, the target customer is someone who has a strong emotional connection to their trees but also understands that their level of knowledge on how to properly take care of their trees is lacking.

Take tree removals for instance which can be viewed as a commodity service. As long as the tree guy gets the tree on the ground without hurting anyone or damaging your property, they’ve done their job. So why should the consumer choose you over the next company? Using content marketing, you explain what goes into a successful tree removal job, such as, what factors affect the price of the removal and what dangers are in performing the job. It is your chance to show that you are the expert by advising them on all things related to the removal without asking for them to call you, thereby transforming your business from being seen as just another provider of a commodity service (tree removal) to a leader in the industry.

An even more powerful way for Content Marketing to work within the tree care industry is using it to promote proper Plant Health Care. Creating a dialogue on all aspects of tree health will demonstrate to your potential customers that you know how to care for their trees and why they need to hire a professional arborist to handle this for them.

Lastly, it’s important to note that Content Marketing isn’t for everyone and it is not always the best way to get in front of potential customers. However, in my opinion it is the best way to get in front of the right potential customer and build a strong customer base who hold the same values as you do. When done properly, Content Marketing helps you remove the salesy feel to a new customer relationship.

In my next tip, I’ll show you how to start a Content Marketing campaign and give you the 5 areas you should be addressing in your Content Marketing.

Written by: Eric Petersen

6 Stages of the Customer Journey

by | Aug 27, 2018 | Marketing | 0 comments

6 Stages of The Customer Journey

We all want more sales, right? The easiest way to do that is to create an endless amount of referrals from your existing customers. To do that you must provide an exceptional customer experience that motivates people to tell others. I wrote on this a while ago, in an article titled 3 Tips for Redefining your Customer Experience. In that article, I talk about focusing your attention on every touch-point with your customers to improve the way your customers feel about your company. I’d like to take this a bit further and share with you the stages of the customer journey to help you and your team enhance the customer experience and turn your current customers into promoters of your business.

Stage 1: Research – The first stage is where the customer gets to know you, and guess what, they are doing this on their own. It’s no secret that the primary research tool today is the internet. Therefore, you must have an attractive, mobile friendly, easy to navigate website that helps the prospective customer answer as many questions about your organization and the services you offer before they contact you. It is estimated that 80% of the sale is done before the prospect reaches out to the business. People do not want to be sold anymore. They will research your company and only contact you if they feel comfortable. You must grab their attention here and provide them with access to reviews and social media accounts to give them a feeling of what they can expect from your company. Also, there must be ample opportunities to contact you on every webpage so when they are ready, they know how to reach you.

Stage 2: Connection – When the prospect does reach out to your organization either via phone call, email/text/chat or in person, the initial conversation is critical. It sets the tone for the entire relationship. Training your team on how to engage with a new prospect is very important. What message do you want to portray? Consistency is the best way to successfully deliver your message. If you use a tag line on your website, make sure everyone uses that in conversations with customers and prospects. This goes for field employees as well since a lot of referral business actually happens on the jobsite when a curious neighbor asks one of your crew members what they are doing. When everyone within your organization talks the same way, the customer experience is heightened.

Stage 3: Decision – Your prospect has completed their research and has either chosen to use your company or not. If they have chosen your organization, celebrate this decision by confirming why they made the proper choice. You can do this verbally, with a hand written thank you card or an automated email. Whichever way you decide to do this, make sure the customer gets an immediate response from you. There is nothing more unnerving than to sign up for a service and not feel like your business is appreciated because you don’t hear from them. If the prospect did not choose your company, institute a follow up procedure to gain insight as to why they chose someone else. This will show the prospect that you truly care about their experiences with you by learning what you could have done better to earn their business.

Stage 4: Define the Experience – Because there are a number of variables that determine when tree work will actually be done, you must set up a realistic expectation for the customer. Tell them what factors come into play and what you will do to notify them of changes or delays in their project. Every tree service has lost a customer because the customer got anxious to have the work done and went with someone else because they didn’t know when you were going to get to it. Eliminate this risk by defining what the customer experience will be right at the time of the sale.

Stage 5: Performing the Work – Now it is time to deliver the promise that has been sold to the customer and perform the work. Because the salesperson is rarely at the job site when the work is being performed, the crew leader must have been informed of any concerns by the customer before the job starts. Internal job briefing is vital to make sure the crew performing the work meets the expectations of the customer.

Stage 6: Review and Promote – Once the job is complete you must check in with your customer to see how satisfied they were. Again, you can do this a number of different ways from an automated email survey to a written card to a phone call whichever fits best with your company. Similar to the lost prospect, by asking the customer to review the services you provided, you gain an opportunity to learn how to improve. Remember to ask all happy customers to give a testimony or direct them to online to give a review. It is in this last stage where you truly see whether or not your customers are enjoying their experience with your organization.

Being able to provide great tree care is expected by your customers and that is why they contacted you. What sets your company apart is mastering the customer journey so they are left feeling fantastic about their decision to choose your company. So take time to dig into each of these stages with your team members and come up with ways you can improve on each stage.

Written by: Eric Petersen