I won’t bore you with the gory details. Let’s just say as a youth, I spent a massive amount of money on anything KISS related. By massive I mean my allowance for the week. And this was the early 90s, (yes, I realize I was a little late to the game on the whole KISS thing) so that meant a solid $5 a week. So, when I recently read an article where bassist and co-founder Gene Simmons essentially said that most people don’t care who performs in the band’s trademark makeup now, I was a little miffed.
You see, they’ve taken the character makeup of original members Peter Criss and Ace Frehley, and slapped it on two other dudes, basically duping people into thinking they are seeing the original KISS. Simmons’ point is people are there just to see the spectacle that is KISS and really don’t care who’s in the make-up. Well, sorry to burst your bubble Gene, but as a former die-hard fan, I care, and that’s why I’ve grown to dislike the band.
So what does this have to do with your landscaping business? Everything. Because you are a brand, and you need to act with integrity, and not insult your customers by taking shortcuts. Your “die-hard” customers are paying attention to everything you do. You may be doing things that you don’t think matter, but your best customers notice it. Maybe you’ve stopped taking trash cans to the back of the house, or cleaning up the hard-to-get grass clippings. The customers who just want their lawn mowed don’t really care about that. But the customer who is going to continue to invest in your company because they value your service will notice the change.
While the majority of your customers may be happy with your work like the majority of people who buy a KISS ticket don’t care who’s in the makeup, remember that your best customers are paying attention to how you’ve gotten better…or worse. Don’t have the attitude of Mr. Simmons who is shunning his true fans. Always remember that your integrity of your work will take you further than just trying to make a quick buck.