In a recent episode, host John Golden sat down with master landscape architect Steve Griggs, a veteran with over four decades of experience. The conversation was a masterclass in blending art with business, and traditional craftsmanship with modern technology. At the heart of it all? The client’s emotional journey.
Whether you’re a contractor, a designer, or a business owner looking to deepen your client relationships, the insights from this interview are a goldmine. We’ve distilled Steve Griggs’ wisdom into key principles for building a thriving, referral-driven business in today’s world.
1. Technology Is a Tool, Not a Replacement
Griggs has watched the landscape design industry evolve from hand-drawn blueprints to stunning 3D renderings and virtual walkthroughs. He’s quick to embrace these advancements, but he’s just as quick to remind us that the fundamentals still matter.
- The Power of Visualization: 3D renderings and online tools allow clients to see their future outdoor space, not just imagine it. This interactive process minimizes miscommunication and helps clients feel more connected to the project from the start.
- Don’t Forget the Basics: Despite the high-tech tools, Griggs still relies on hand-drawn sketches. These old-school techniques fuel creativity and offer a personal touch that digital tools can’t replicate.
How to Apply This: Use technology to enhance your work, not replace your core skills. Start a project with a freehand sketch to brainstorm ideas, then use software to refine and present a polished concept to your clients. Stay current with new design software, but never stop honing the foundational skills that make your work unique.
2. Communication Is Everything
According to Griggs, the most significant source of client dissatisfaction isn’t a mistake on the job—it’s poor communication. A landscaping project can significantly disrupt a client’s daily life, so keeping them informed is essential.
- Proactive Updates: Keep your clients informed about progress, timelines, and any unexpected changes. A simple text or email can make all the difference.
- Clear Expectations: Walk your clients through what they can expect at every stage of the project, from the initial consultation to the final cleanup.
How to Apply This: Use a combination of emails, phone calls, and in-person meetings to ensure your message is always clear. Document every decision and agreement in detail. Instead of waiting for a client to ask for an update, proactively reach out first.
3. Design for the Client’s Feelings, Not Just Their Yard
Griggs’ approach goes beyond the aesthetics of a space. He starts every project by asking clients how they want to feel when they’re in their new outdoor area. He understands that a yard is more than just a piece of land; it’s a personal sanctuary.
- Focus on the Emotional Connection: In a post-pandemic world, people are investing more in their homes and are seeking comfort and peace. Features like fireplaces, heaters, and covered patios can transform a backyard into a true retreat.
- Create Personalized Solutions: A one-size-fits-all approach won’t cut it. Your job is to create a space that meets your client’s specific emotional and lifestyle needs.
How to Apply This: Ask open-ended questions like, “What do you want to feel when you step into this space?” or “How do you envision using this yard with your family?” Let their answers guide your design choices.
4. Not Every Project Is the Right Fit
Griggs is selective about the clients he works with, a lesson many business owners learn the hard way. He knows that working with people whose values don’t align with his can lead to problems down the road.
- In-Person Meetings: Meeting face-to-face is the most effective way to build trust and gauge the potential for a client relationship.
- Be Authentic: Clients can tell when you’re being genuine. It’s better to be honest and upfront from the start, even if it means walking away from a project.
How to Apply This: Trust your gut. If a client relationship feels off during the first meeting, it’s probably not the right fit. Don’t be afraid to set clear boundaries and expectations during the initial consultation.
5. Educate Clients on Value vs. Cost
Too often, clients choose a contractor based solely on the lowest bid without understanding the quality differences. Griggs combats this by acting as an educator, helping clients understand the true value of their investment.
- Set Expectations Early: Provide realistic “ballpark” figures based on similar projects. This helps weed out clients who aren’t a good fit from the get-go.
- Use Simple Analogies: When discussing costs, use relatable comparisons to make them more understandable. For example, “Would you rather have a cheap car that needs constant repairs or a high-end car that will last for years?”
How to Apply This: Break down your estimates so clients understand where their money is going. Emphasize the long-term value of high-quality materials and meticulous craftsmanship.
6. Build a Business That Thrives on Referrals
For Griggs, referrals account for an incredible 95% of his business. His secret? He goes above and beyond the transaction.
- Follow-Up is Key: Griggs checks in with his clients months and even years after a project is finished. He’ll often replace a plant or fix a minor issue at his own expense to show he cares.
- The Power of Word-of-Mouth: Satisfied clients are the best marketing tool you can have.
How to Apply This: Create a system for following up with past clients. Small, thoughtful gestures, such as sending a thank-you note or a seasonal care tip, can turn a client into a lifelong advocate.
7. Master the Art of Delegation
Scaling a business requires letting go of some control while maintaining your vision and objectives. Griggs compares his role to that of an orchestra conductor, coordinating a team of vetted subcontractors to ensure every project meets his high standards.
- Work with Trusted Partners: Only work with contractors who meet your standards for professionalism and quality.
- Stay Involved: Conduct regular site visits at critical stages to identify and address any issues promptly.
How to Apply This: Set clear expectations for every team member. Create a process for regular check-ins and walkthroughs.
8. Passion Is Your Greatest Asset
Both Griggs and John Golden agree: passion is contagious. Clients are drawn to professionals who are genuinely enthusiastic about their work.
- Let Your Enthusiasm Shine: Don’t be afraid to show your passion for your craft.
- Be Yourself: Authenticity builds trust and helps you stand out from the competition.
How to Apply This: Share your story. Talk about what inspired you to get into your field and what excites you about each project.
Conclusion
Steve Griggs’s approach to landscape architecture is a blueprint for any service-based business. By combining timeless principles with modern tools, prioritizing communication, and putting the client’s emotional journey at the heart of your work, you can build a business that not only survives but thrives on reputation and referrals.
What’s one of these strategies you’ll start implementing today?
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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