Director of Mark's Mowing - Mark
budding entrepreneur I was always impressed with business people who saw a
client's need and met that need. And I found the businesses that tended to
succeed were companies that didn't just provide a product or service but a
solution. I saw that clients tended to be attracted to businesses that
created solutions rather than more problems.
This is where Mark's
Mowing became successful. If people employ a gardening service they
typically don't want to get involved with the garden. By creating problems
the clients must then become involved and may as well spend the time doing
the work themselves. Creating solutions means the clients only have to
become involved at the point of sale, freeing their time to do what they
Providing a solution involves 2 things for
(1) Actively looking for things that
need to be done and doing them
(2) Getting things right the first
teach my franchisees to keep their eyes on the move for things that need doing
in a client's yard. If I can stand at the back door of my house and make a list
of 10 things that need doing in my own yard, how much more in someone else's
yard. If it's only something small I'll do it as a freebie.
At a time
when the fast food giants were tightening their grip on the Australian fast food
market, there was a small fish & chip shop in Sydney doing a roaring trade.
The key to his booming business was in freebies. A customer would order 4 fish
and 2 servings of chips but when they opened the box at home there would be a
spring roll or a handful of potato wedges too. Next time the customer may also
buy a spring roll but even if they don't he has won over a regular customer -
someone who will now have fish & chips every Saturday night instead of KFC,
Pizza Hut pizza, or McDonalds.
Getting things right the first time is
crucial in being part of the solution. When I arrive at a hotel at 9pm I expect
that things will be exactly as I asked them to be. No one enjoys being shuffled
around to another room at 10 o'clock at night after numerous phone calls.
Especially if they have spent a long time travelling and eagerly long to put
their feet up.
It's the same with a lawn and gardening service. It's
important to provide an exacting service but why just meet a client's
expectations when you could exceed them with not much more effort. It doesn't
hurt to do a little bit extra and it means we keep our clients for a long time.
That's what makes Mark's Mowing different.