Last year while attending a business webinar I heard a story that really stuck with me. Frank Mariani from Chicago’s North Shore was talking about the early days of his landscape company and some of the challenges that he'd faced.

His client, from an exclusive community of high-end homes, asked him for a quote to plant two trees in the back of the house near the pool. The 75 year-old client wanted shade while watching the grandkids. Frank wrote up a quote for two 2.5” shade trees, explaining that the fence and stairs around the pool prevented the installation of anything larger.

Two weeks later, when he showed up for the weekly maintenance, he was appalled to see one of his competitors at the house using a very large crane to place 8” caliper trees in the requested spots - by lifting them OVER the house! When Frank asked the homeowner why, the response was simple. “You said you couldn’t, and we found someone who could. The money wasn’t an issue. We wanted the shade now.”

That lesson stuck with Frank. Years later his company was presented with a similar situation. Access only allowed for a 3” tree. Frank, thinking back, told his salesperson to quote in two ways. One, quote 3” trees ball-carted to the desired location. Second, quote 10” trees placed via HELICOPTER CRANE. Of course, the price difference was astronomical. But the client decided he had more money than time and Mariani Landscape placed 10” shade trees via helicopter crane, creating a happy customer and a profitable job.

This story made me think about the odd things that we have had requested of OUR company. Now, we have never had to "helicopter" a tree into place. But we have arranged deliveries to Mackinaw Island - picture a semi-truck on a barge with the waves washing over the bow and under the truck. Or the time we sent send a semi-load of material to Minot, North Dakota. If it is important to the client, money is secondary to the action.

Just last night my wife was flying home from a much needed vacation. Then at 2 AM the last leg of her flight was canceled. There I was, searching flights on my iPad to get my exhausted wife home. Price meant very little to me. Getting her home with the least amount of headache added to an already stressful trip was the most important thing.

Knowing your clients is part of what you do every day. Make sure you use this to your advantage. You never know when your biggest challenge may also become your biggest success, leading to one of your most successful marketing pieces.

During your regular commute, have you noticed that some companies - like skilled trade contractors, construction companies, law firms, restaurants, or fellow Green Industry contractors - have an alpha-numeric pairing on their building, sign, or the sides of their trucks? It looks something like this: “EST 19xx”.

What's your reaction to this? Does it seem like bragging or boasting, is it a marketing tool, or just something neat to put on the truck Maybe all of these? I have another one: “pride”. Pride in having survived and prospered from that long-ago day when the doors first opened on that new business.

Starting a new business is difficult, VERY difficult. You’ve probably heard that most new businesses fail. Here’s a couple statistics from Fundera.com: 50% of new businesses fail to exist after their first 5 years, regardless of what industry they are in. If that isn’t bad enough, 70% of those surviving business fail by their 10th year.

Let’s get into some history questions. How many companies didn't survive the Great Recession of 2007-2009? How many companies are still around from the 1990’s, 80’s, or the 70’s? I’m going to go further: How about the 1950’s and 60’s when money was extra tight and convenient power equipment wasn’t as readily abundant and available? Further still: How many companies have been around since our parents were teenagers, or toddlers, or not born yet? How many companies have been around before World War II, World War I, or even at the turn of the 20th century?

When you see that sign that says “EST 19xx”, keep in mind you're seeing a company that's succeeded in staying in business, long term, for a reason. Companies see great employees come and go. Some companies go through different ownerships and continue to thrive. History has proven that over the last 100 years, with plenty of ups and downs, many companies have found ways to adapt to changes, demands, struggles, and rewards.

I view the Green Industry in Michigan as a large family. We’re all in the same place, we’re after somewhat similar goals, and we all have to adapt to the challenges of weather, economy, the labor market, and changing fashions in landscaping. Older companies can share their wisdom on what to expect on projects and how to maintain the balance of quality, productivity, and profitability. New companies can teach new technologies and techniques to further enhance or improve that balance to elders that feel that they need to break away from old processes and procedures.

So be proud of that “EST” date, whether it’s 1819 or 2019. And if it’s not on your truck or building yet, now may be the time to think it over. Be proud - you've earned it.

Welcome to Spring 2019!!! The Detroit Tigers home opener is April 4, and Christensen’s has already had its season opener. So let’s play ball!

Over the past winter, as in every winter, we have spent a significant amount of time getting ready for this season. Equipment, people, processes, pricing. Everything is repaired, trained, updated, and reviewed to get ready to serve you, our customers, in the best way possible for the year.

The first question I usually get from our customers is, “How far did pricing go up this year?” This year I am happy to report, not much - if at all. The buyers and managers here at Christensen’s Plant and Hardscape Centers have worked very hard at keeping our prices as close to 2018 prices as possible. We know that everything in your business has increased quite dramatically over the past several years. It surely has in our business. So this year we felt it was very important to help our customers keep their profitability.

Our price catalogs have been mailed and you should have yours in hand. If you need extra copies for your office or truck, we can provide them. Our Hardscape catalog is at the printer and will be ready soon, so grab your copy on your next visit.

As always, we thank you for your continued business. We enjoy the relationships we have made over the past eighty-eight years. May you all have a safe and blessed 2019!

For the past year, I have brought my 13 year old puppy to work with me. He has spent his days sleeping in my office, hitting up the sales staff for food, and greeting every customer that he can here at Christensen’s, both in the Plant Center and the Hardscape Center.

While watching Garin interact with you and your employees, it has reminded me of how much like the TV show Cheers this place really is. We love seeing you come in. Good days, bad days, rain and sun, having that interaction with your companies has been nothing short of magical. We look forward to seeing and talking to you every day.

This year has not been without its trials and tribulations. The labor situation has affected every aspect of our industry. Seemingly the entire state has lamented the lack of good labor this year. Couple that with trucking issues caused by the ELD implementation, and the year has definitely had its challenges. But as always this industry has risen above them and created a very successful year. A huge testament to you, our contractors that make this industry what it is.

As we move to the winter of our season, we wish you peace and prosperity. You have made our season wonderful through your presence and continued business. From the entire team at Christensen’s Plant and Hardscape Centers, have a wonderful holiday and we look forward to seeing you in 2019.