2018 COURSE DESCRIPTIONS
What Do You Expect?
Chris Speen, Twin Oaks Landscape
Setting expectations is one of the fundamentals of management. Yet, many managers fail to take this important step. Unclear or mismatched expectations ultimately will lead to issues within your team (poor performance, turnover, disengagement) and with clients (lost business, complaints, bad reviews).
In this session, we’ll discuss
How to set crystal clear expectations in each of the following areas: the work, communication, the time and culture
How to eliminate assumptions and ensure that everyone knows the answer to, “What do you expect?”
Ways to instill structure through process and defined roles
Best methods for delivering your message and communicating details
The importance of both giving and receiving feedback
Evaluating Marketing Efforts
Jennifer Ford, Frederick Mountain Group
Grow your brand by promoting your company the right way! As landscape business owners and managers, you often have plenty of great marketing ideas but not enough time to develop and execute them to their full potential.
During this session, we’ll delve into:
Creating a manageable marketing plan that fits your budget
Optimizing your website as a marketing tool
Evaluating and Navigating social media and digital marketing options
The power of photos and video
Keys for consistently generating glowing customer reviews
Estimating to Boost Profits
Barry Burkholder, Burkholder Brothers
Mistakes in estimating or pricing jobs can negatively impact profit. Although there are all sorts of methods available -- from estimating software to tried and tested "guesstimate" formulas -- accurate estimating remains one of the most crucial and confusing aspects of landscape contracting. In this session, we’ll talk about the tools and best practices that will ensure confidence and consistency in your estimating efforts.
Keynote: Roll Up Your Sleeves & Get To Work!
Coach Rick Kolster, Peak Performance Group
ATTITUDE, COMMITMENT AND ACTION.
These are the keys to your success. Learn how you can roll up your sleeves and achieve all you want in life. Coach Rick shows you how to use your leadership skills to gain more influence and, ultimately, accomplish your dreams and goals.
Everyone in attendance will receive a free e-version of Coach Rick’s book Roll Up Your Sleeves & Get To Work. The Kindle version of the book will also be available through Amazon at a discounted price.
Best Practices Panel Discussion:
Sales, Family Business & Woman-Owned Business
This session features three successful landscape business owners sharing their insight and personal experience prior to an engaging Q&A discussion.
Sales Team Dynamics: Jeremy Miller manages a two-person sales team at Miller Landscape that consistently exceeds individual sales plan. Hear how he incentivizes his sales team and monitors their progress against plan.
Family Business & Generational Transfer: Dirk Bakhuyzen III learned the llandscaping business by working alongside his father and brother at Procare Landscape Management. To facilitate his father's retirement, they collectively created an ownership transition plan. Dirk will talk about the transition as well as the pros and cons of managing family dynamics in the workplace.
Profile of a Successful Woman Owned Business: Krista Stein is an example of the opportunities that exist for women in the green industry. As President of Earthscapes Solutions, Krista will share both the unique challenges and opportunities that have paved her career path and discuss the importance of fostering the development of female leaders within your organization.
Developing Leaders Around You
Dirk Bakhuyzen Jr., Bakhuyzen Associates
Why do some people achieve great personal success, yet never succeed in building a business or making an impact in their organization? According to renowned author John C. Maxwell, “The greatest leadership principle that I have learned in over twenty-five years of leadership is that those closest to the leader will determine the success level of that leader.”
In this session, we’ll dig into the concept that developing the leadership abilities within your team will not only lift them up in their capacity to successfully do their jobs, but also create loyal team members that want to help the company succeed.
GMs and Sales Professionals:
Stop Waiting by the Phone & Start Using a Proactive Sales Approach
Steven Bach, Bach Business Partners
The traditional approach to sales in our industry is basic – the phone rings, the client asks for a quote and the sales professionals produces a number that he/she hopes will win a job. At certain times of the year, the phone rings off the hook and it’s nearly impossible to keep up with demand. At other times, the sound of a ringing phone echoing through a quiet office is music to everyone’s ears. Landscape contractors simply can’t afford to let a ringing phone dictate their success.
In this session, we’ll introduce you to the proactive sales process and discuss:
Identifying and Pursuing profitable customers – not everyone is a fit for your company
Eliminating the bidding wars via a formal sales process and proactive approach
Increasing sales margins by focusing on value instead of price
Maximizing customer value by focusing on dollars instead of customer count
Creating consistent cash-flow and predictability with long-term, recurring contracts
The Basics of Business Valuation
Tom Noon, Industry Insights, Inc.
Many landscape business owners know their companies inside and out. Yet, they rarely know one critical fact – how much their company is worth on the open market. Determining the true value of your business via “business valuation,” is not just important when looking to sell your company. It’s also important for business succession planning and IRS purposes. Knowing your company’s current and future value is essential.
During this session, we’ll review:
The difference between book value and fair market value
Asset and income-based approaches to valuation
Making appropriate adjustments to historical financial statements to determine the “normalized” economic benefit that the business can be expected to generate in the future
Overlooked assets such as inventory, backlog and work in progress
How to value intangible assets such as brand recognition, customer base, talent and proprietary processes
Finding Good People: Solutions For Your Hiring Woes
Forth Heffner, Heffner Landscaping & Ground Management
“I can’t find enough good people!” “No one wants to work!” “We have candidates but they’re no-call/no-show at the interview!”
Can you relate? Finding the right people for your team is the number one concern for landscape professionals. Those outstanding candidates are out there, but most don’t have the time to recruit, screen, qualify, on-board and train them. Those challenges can be erased if you change your culture!
In this Session, we’ll discuss:
The numbers game - what it is and how to play the odds
How to clearly define the ideal candidate and how to reach them
How to properly screen candidates to make sure that they’re a good fit for your team
How to properly onboard new employees
Evaluating where our ‘sweet spot’ is in the employer market