Business to Business Networking: How It Can Work For You

Keeping new jobs in the pipeline is the life blood of any contracting business. How you go about securing this new business can mean the difference between operating a company that's on the move and growing...or a company that's outpaced by the competition.

To keep your business on track, it may be time to evaluate your "networking" activities to determine what's working - and what new networking techniques can be incorporated into your marketing mix.

Understanding Networking

Business to business networking is a proactive approach to developing new job leads - and it should be on your agenda every day. Even some of the most basic networking tips, like exchanging business cards or calling to thank people for referrals, should be a matter of routine.

If you are like many irrigation contractors, you have been seeking business in relatively similar places. You send out fliers or postcards a few times each year. Maybe you even allocate money to formal advertising in local newspapers and magazines. But networking can be one of the least expensive and most rewarding avenues to cultivating new contacts.

How It Can Work For You

Active networking presents unlimited opportunities because it broadens the playing field - it's an ever-widening net of referrals, both personal and professional, that can generate a steady stream of job leads.

Joe Harris of Aqua-Lawn, for example, owns a mid-sized landscape irrigation firm in Indiana. More than 50 percent of his business comes from word-of-mouth referrals; generally from previous customers. But he's found that he has been getting more qualified leads from business contacts, like Fred Smith of Property Management Consultants. Joe recently met Fred at a local high school sports fund-raiser. The conversation turned to business and in time Joe's company was quoting an irrigation system at one of Fred's apartment houses. He handled the job efficiently; Fred was satisfied and soon introduced Joe to other property managers in town. Now Joe at Aqua-Lawn regularly handles irrigation installations and repairs at multi-unit properties throughout the community.

Allied Industries Can Work For You

Networking within your own business arena is an outstanding way to get new leads. Look around you and make a list of active companies in allied fields - such as pool and spa contractors, residential or commercial contractors, masonry specialists, nurseries or wholesale growers and hardscape contractors. Think of ways that you can develop an ongoing relationship with them for leads and referrals. Consider a "finder's fee" for contacts when they put you in touch with new business.

How Clients Can Work For You

Like Joe Harris of Aqua-Lawn, you can "spin off" new leads from solid business contacts. At the completion of a job, ask each client for suggestions of business associates, friends and neighbors who might be looking for your services. Call the referrals promptly and mention the name of the person who suggested them. If they don't have a job upcoming, but look like a prospect, add them to your Prospect List database and keep in touch with letters, mailers, postcards or other marketing tools.

Look for Resources Within The Business Community

Stay on top of local business news, or join civic groups and make a point of seeking out those members who are in related professions. Define "related" as any professional who visits individual homes or businesses where your services might be needed. It's not just contractors; it might be accountants, insurance agents, real estate agents, home inspectors or even exterminators who know about your business and can provide networking opportunities.

For commercial work, get to know the general contractors who make the landscaping decisions by calling on their companies or sending them mailers regularly that show your work.

Expand Your Network

Join, or find ways to support, allied industry associations such as building organizations, property management groups, horticultural groups and landscape contracting trade associations. Community associations, like school booster organizations, church and civic clubs, even homeowners associations are also good arenas for networking. These groups often promote members to one another and provide a regularly scheduled framework for some of your networking. Keep your name at the forefront of activities by donating prizes for special events and raffles and being an integral, active member. Even donating the "labor" for a special project can build lasting goodwill in a community.

Expand this concept by encouraging every employee to network within their own business and social circles. Your office staff or job managers, for example, are in contact with clients or potential clients every day. Their friendliness and willingness to help clients makes a positive statement about your company and may encourage these contacts to refer your company. Special "promotional bonuses" or gift certificates can be incentives for employees to bring you solid business leads.

Home and Garden Shows

Local home and garden shows or home improvement expos are also excellent venues for networking. By taking a display booth, you will meet both customers and potential business referrals. People who attend these types of shows are often seeking immediate service and many highly qualified leads can be generated. Keep track of visitor's names and addresses and the services they are interested in. Give them a small hand-out with your name on it - pens, post-it pads, etc. Even those who may not require your services for six months to a year will gain additional exposure to your company name and come to associate you as a committed player in your field.

If you are unable to afford booth space, try attending the shows and visiting the other booths, especially professionals in related fields, i.e. pool and spa installers, remodelers, nurseries, etc. This is a powerful place to practice networking skills that will secure you business in the near future.

Use The Card

Business cards are still the best way to trade the vital statistics of your business. Tuck cards into your wallet, your car, your jacket pockets. Make sure you always have a few on hand so that when the conversation turns to business, you can casually offer a card. If you want to maintain true control of the follow-up, ask for a card from your source. By taking one of their cards, you can be sure to send them a follow-up note or keep their information on hand for the day you can refer them business. You can also enter them into your database and send them company information and fliers.

Use The Internet

Email is quickly replacing the art of note writing and email communication has created a whole new arena for networking. Once you have someone's email address, you can communicate with them regularly, reminding them of your services, and keeping your company name out in front.

Use the Computer

Create a database of professionals who are able to use your services or refer you to potential customers. Schedule time every week for the development of the database and the subsequent follow-up. Include in your database all those who may be able to help you generate business: landscape architects, designers, specifiers, property managers, general contractors, municipalities, and park and recreation superintendents. Also include the contacts made by others in your organization and encourage employees to keep their contact information updated and current.

Create a quarterly communication in the form of a letter, postcards, flyers or job referral list. This will help to keep your company name in front of them so that they are acquainted with you when the opportunity to refer business comes along.

Make John Deere Landscapes Your Networking Partner

With 125 branches across the country, John Deere Landscapes can provide you with a core for developing your network. Here's how you can take advantage of the John Deere Landscapes network.

1. Join the Point Program. You will develop a solid business relationship with the John Deere Landscapes staff while taking advantage of the many benefits the Program has to offer, including rebates, discounts, activities, job referrals and more.
2. Build a relationship with your local John Deere Landscapes branch staff. Get to know the people and make sure they know you and the services you offer. Since John Deere Landscapes works directly with general contractors, landscape designers, architects, municipalities and specifiers who are all seeking qualified irrigation installation contractors, John Deere Landscapes can refer these job leads directly to you as a Program participant.
3. Network with industry leaders by attending John Deere Landscapes events, educational and training programs, regional trade shows, social activities and the Point Program Resort Trip. Manufacturer's representatives and other irrigation industry decision-makers attend these activities and make themselves available so customers like you can learn more about their products. Take advantage of both the education you can get and the strong contacts you can make at these types of events.
4. Even though you see yourself as a local company, referrals can come from thousands of miles away. The John Deere Landscapes network is active in major markets across the country and local branches are often tapped for referrals of local contractors. For example, a large sports field design firm in Chicago may be working on a project in Nashville, Tennessee. This design firm has worked with John Deere Landscapes in Chicago for many years and seeks recommendations for qualified installers in the Nashville area. Your company could become a key John Deere Landscapes referral if you and your work are well-known to the local staff - and you are an active participant in the Point Program.

And Don't Forget the Thanks

As soon as you receive a referral, call the person who referred the business and thank them for recommending you. People like to be appreciated and recognized and the call will reinforce their decision to send business your way. After the job has been completed, a short note of thanks goes a long way toward encouraging future referrals. If possible, include a photograph of the completed project. If the profit on the job was substantial, you can also include a gift certificate or other small token of thanks to remind the person that you appreciate the referral and encourage them to do it again...soon!