Take a look at this month's edition of the Tree Hugger Herald!
September 2020
Tree Hugger HERALD
770-637-3707 | TreeServiceDigital.com
You Don’t Know What You Don't Know That’s Why a Strategy Session Comes in Handy
• Your business and community: What’s the size and population of the area you serve? What’s your particular demographic? What services do you offer? Do you have the capacity to extend your service area or your offerings? • Your internet presence: What is your Google ranking for your service area? Do you have a pay-per- click strategy? What’s your online reputation? What do your customer reviews look like? Are your social media pages and Google listings fleshed out? How do you proactively gather good reviews? If you haven’t considered some of these questions before, you’re not alone. You don't know what you don’t know, and that’s why dedicating time to figuring out strategy is so important for learning vital information about your own business. It points out where the holes are so you can start figuring out how to fill them. Strategy is a long game, but it goes a long way. Take it from a recent client of ours: “We are very thankful for Tree Service Digital! Wesley Smith and his staff have always provided high quality customer service, and Tree Service Digital has brought Barone’s Tree Pros many customers. Wesley’s service has helped us receive a large amount of calls
Planning and strategizing may seem hard to wrap your head around when the world keeps throwing one dodgeball of chaos at you after another. Why spend time planning for a market you can’t predict? But the way I see it is, strategy is the one thing that can actually save us from the chaos we feel. That’s why I offer a free marketing strategy session to those looking to come up with a great plan for their tree service business. When it comes to creating the right marketing strategy, you might be surprised to learn that it’s not just marketing you have to focus on. The reality is, every detail of your business plays a role in how you market your business. That’s why our strategy session together will turn over all the stones you might have left facedown for too long. On a face-to-face Zoom call with screen-sharing capabilities, we’ll take a look at everything you’ve got going on together, and I’ll ask the questions you might not have thought to ask before. We’ll go over: • Your website: How does it look? Is it aesthetically pleasing? Does it load quickly? Does it have the right search engine optimization (SEO) elements leading customers to it? Is it loaded up with “click to call” buttons and free estimate contact sheets so people can reach out right when they’re ready?
every day, and we are even booking two months out at the moment. We are currently ranking No. 1 on Google in the areas we cover thanks to Tree Service Digital. Their campaigns have been successful in helping us to reach out to many customers, and a large percentage of our customers that contact us through the ads and click- links created by Tree Service Digital end up booking with us. Tree Service Digital is an excellent business, and we highly recommend using their services.”
–David Barone Jr., Barone’s Tree Pros
Strategy is key to making sure your business is on the right track. Focus on your strategy now and finish out the year strong. We’re just one free session away from helping to get the ball rolling. Head to TreeServiceDitigal.com/schedule to reserve your session today. In spite of all the chaos, you can make 2020 your best year yet.
–Wesley Smith
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TreeServiceDigital.com
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3 Data Points You Must Track Immediately to Monitor Your Business’s Health LISTEN TO THE NUMBERS
In business, numbers speak louder than anything else. Data provides an analysis of the health of a company. It can be one of the most important factors in decision-making for many entrepreneurs and one of the greatest indicators of growth. For these reasons and many others, you cannot ignore your numbers. If you’re not sure where to start, consider these three top data points to track the health and growth of your business. Churn: New customers provide an opportunity for a new revenue stream, but the startup costs and the timeline to turn a profit should make gathering new customers a second priority. Instead, it’s your regulars who can influence your regular cash flow, and when you’re having to fill gaps left by previous customers, you’re steering a sinking ship. By calculating churn, you can identify how much money is walking out the door each month and year. Once you know how much you’re losing, you can effectively establish a plan to keep your regulars and stop your revenue from leaking. Pipeline Revenue: This is how much money you would acquire if you landed every single sale. So, let’s say your
pipeline revenue for a single month is $100,000. You might actually only acquire $30,000, but you can use the pipeline revenue number to set goals for your sales team and track progress. If pipeline revenue is low, then your true revenue suffers. Annual Average Employee Revenue: You can track data to ensure your greatest resource — your employees — is valuable. This data point is what you get when you average your regular revenue among all your employees. For every employee, you should be making at least $100,000 in revenue. If your average is below $100,000,
this may be a sign of overstaffing or inadequate use of your resources.
The Numbers Combined: If you take these numbers at face value, then you’re not optimizing the usefulness they provide through tracking. For example, if your churn rate on a new product is low after one month of implementation, that data is skewed. You need more time to add more data on churn, satisfaction, and effectiveness before claiming this product is a success. If anything, that low churn rate tells you the implementation of the product was positive. The key is to keep that momentum going to maintain a low churn rate. Your industry can also influence the numbers you need to analyze. For example, if monitoring the annual average of employee revenue doesn’t make sense for your industry, don’t include it in your top three. Instead, find a metric that does work for your industry. The thing you cannot do is ignore the data. That’s a formula for disaster. The numbers tell a big part of the story when we contextualize them. With that information, business leaders can make informed decisions to push their companies forward.
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TreeServiceDigital.com
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Change Can Be Easy Pam Marmon’s Outline for Effective Post-Pandemic Transformation
Pam Marmon understands what it means to adapt. After growing up in Bulgaria, Marmon had to modify her way of living when she emigrated to the U.S. Today, she’s a CEO, entrepreneur, wife, and mother who believes that change doesn’t have to be difficult. In fact, she’s mastered it. Marmon has even established a company, Marmon Consulting, that helps other companies develop strategies for executing transformation. In Marmon’s book, “No One’s Listening and It’s Your Fault: Get Your Message Heard During Organizational Transformations,” she outlines her proven methods for effective communication in any company setting, from a major corporation to a family business. Released on March 24, 2020, Marmon’s advice is timely in a period when many business owners are searching for proactive solutions and the next step in finding post-pandemic success. Marmon’s book is the perfect guide for business leaders who recognize the need for tangible change and want to execute it as effectively as possible. The key, Marmon explains, is to identify your company’s culture and cater your plan’s language to suit what will resonate with your employees the most. This will establish a sense of alignment with your business’s vision and direction, which can be one of the biggest hurdles to overcome. You cannot achieve success in a period of
change if your team is doubtful and unwilling. With your company united toward your vision, you can begin to enact real change. However, this is only the beginning. Marmon’s book also outlines how to connect with fellow leaders in your company to develop a framework for growth. By creating a stable foundation and inspiring change, you’ll find this time of major transition to be much smoother than you may have anticipated. As a
result, your company will come out on top at the end of the COVID-19 era.
Marmon’s mantra is inspiring: “With the proper process, change is not hard.” And with her book, “No One’s Listening and It’s Your Fault,” business leaders can see just how simple change can be.
HAVE A Laugh 11 Days Short How the British Changed Their Calendar System and Caused Chaos
For centuries, Europeans used the Julian calendar. However, significant dates “drifted” as centuries passed on the solar calendar. To compensate, the new Gregorian calendar was developed in 1582. But not everyone — such as the British — adopted it immediately, and Europeans were using two diverging calendars for over 200 years! Finally, the British chose 1752 to make the change. But they had to “jump” forward, which meant 1751 could only be 10 months long — starting with March and ending with Dec. 31, 1751. They also had to cut 11 days from 1752. The unlucky dates were Sept. 2–14, 1752. The people were not happy. English historians found research that British citizens chanted “Give us our 11 days!” in the streets. Several other historical accounts state that many people worried their own lives would be cut 11 days shorter. There was a lot of confusion and chaos, but over time, dates fell where they were supposed to, and everyone lived their full lives, those 11 days included.
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Inside This Edition 1. 1185 Hightower Trail, #501673 Atlanta, GA 30350 770-637-3707 TreeServiceDigital.com
Figure Out Your Marketing Plan With a Free Strategy Session
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3 Data Points for Your Business’s Health
How to Enact Effective Change
How 11 Days Were Deleted From History
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2 Steps to Cultivate Leadership in Your Sales Team
Optimize Your Sales Team By Enhancing Their Leadership Qualities
Think about the traits of a leader. You may be thinking of someone who can take charge, isn’t afraid to fail, communicates clearly, has a passion for helping people, and is extroverted. Now, think of a successful salesperson. Do you see any overlap in characteristics? The answer is likely yes. Salespeople are natural leaders. They lead consumers to the best product or service, and they effectively push our economy and businesses forward. However, having multiple leaders on one team can create friction. As an entrepreneur or sales manager, you must create a work environment that nurtures your leaders in the sales department without causing issues. Those with an innate sense of leadership still need the right training and work environment to optimize their skills and excel. When you
provide these, the confidence of your team increases, their ability to sell effectively is boosted, and your sales numbers improve. It’s a win-win-win for you, your team, and the company.
You can create a plan for cultivating leadership with these two steps.
Provide Leadership Training Learning is an essential part of sales. Salespeople have to understand the demographic, cater to trends, and be the first to admit when a sales tactic is wrong. In addition to learning skills specific to their position, salespeople should also undergo leadership training. Many of these courses and teachings target managers who have employees, but when you encourage your team to apply these concepts to potential clients, they will learn what leadership skills they must nurture within themselves to get more sales. You can also take managerial leadership training and convert it into a program that targets your sales team.
Analyze Traits Leaders do have defined traits, but no two leaders are alike. Pinpointing the qualities that make each team member an effective leader — and therefore great at their job — can help you identify sales teams or partners that will function harmoniously. (Coincidentally, this process will also show you who should not work together.) The best pairs feed off one another. Maybe you have one salesperson who is the best at explaining the technical aspects of your product, while another is the most empathetic and emotional seller. Together, they’re a winning combination.
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TreeServiceDigital.com
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