marketing
We knew it had to happen. After several years of superheated growth, some sectors of the watershaping market are now slowing down - in some areas, dramatically so. In my travels and through dozens of conversations with watershapers and their suppliers during the past several months, I've been hearing consistently that the volume-oriented, price-driven end of the market has been hit particularly hard - off somewhere between 30 and 60 percent in some areas. That's a big number no matter which end of the spectrum is closer to the truth. It represents an enormous change from the extreme demand that most all of us were experiencing just a year ago. So now, a great many firms that were
Through the years, more than a few watershaping professionals have asked me how to break through and start working with high-end clients. I respond by giving them the disappointing news that there is no magic key here: Serving the high end takes commitment, hard work and a willingness to focus your thinking on a distinct set of fundamentals that must take over and guide your work. Depending on the level at which you're currently functioning, getting to the high end may involve climbing a mountain or might simply be about making a series of
Over and over at seminars and trade shows, watershapers ask me three distinct but interrelated questions: "How do you get into the high-end market?" and "How do you deal with wealthy customers?" and "How do you handle those kinds of jobs?" The short answer to all of them is that I've set myself up for it and am prepared to tackle these projects and clients as they come. To me, it's as natural as breathing. The deeper answer is much more complicated, obviously, and has to do with my understanding that working with upper echelon clients means accommodating an entire range of issues that
At nearly five months and counting, it's clear that many of us are still trying to sort out, understand and learn to live with the events of September 11, 2001 - and I suspect that, on some levels, we will be doing so for months or even years to come. Over and over again, we've been told how our lives are now different. Although it'll still take us a while to find out what "different" really means, we know already that we've lost a certain amount of innocence. We've also lost a certain naiveté about the way things are in the wide world and are now reevaluating many things, from big important issues such as airport security to more modest concerns such as
No one ever said that change was easy. In our case, in fact, it's been a struggle every step of the way. But even though we're still in the middle the process, I can tell already that it's been worth it - and that the best is yet to come. Lipinski Pools, an offshoot of Lipinski Landscaping in Mt. Laurel, N.J., has worked with pools as part of the company's overall landscaping business for several years now. We started by acting as general contractors and farming out a lot of the work. Using that approach, we
