 John Ossa |
Whether you are a contractor or garden center owner, the suppliers and distributors you deal with have a vested interest in your success. The question is – in this highly competitive economy, have you leveraged those relationships to the fullest?
Like any valuable relationship, this is worth looking at in light of the big picture and for the long term. Think beyond the obvious transactions about product to areas of overlapping concerns, similar challenges and areas of common need. Training, support and advice are valuable services a vendor can provide if you open yourself up to that relationship.
Distributors, for example, routinely speak with different manufacturers and are very aware of the types of training manufacturer’s reps can provide, particularly around safety issues.
Distributors may be more in touch with regional or state politics, and can provide some insight into impending local mandates or legislation that could directly impact your business.
A situation that is becoming more common is water use restrictions in the landscape. Contractors and vendors can seek to partner in representing industry concerns to local water utilities. Participating in landscape advisory committees to water purveyors is a powerful way to strengthen a bond with a vendor and advance your mutual best interests.
As in any relationship, there has to be some give and take. If you demand the lowest price on everything from your vendor, you may never get to the relationship that has far more value.
You may need to understand and accept that they will not be the “lowest” on everything – they need some “wins” to grow their business as well. That said, it is fair and in everyone’s interest to be candid with your needs. A heads-up to the vendor that you have the room on this job to pay what they are asking, but have been offered the same product for less from another company, is a fair way to demonstrate your commitment to the relationship, yet make clear that you have choices.
Another way to leverage vendor relationships is to think of promotional opportunities, where partnering with a distributor will benefit them and you. Shared customer lists for promotional efforts or a joint newsletter about local water use mandates can be beneficial.
Community involvement, such as shared support of a local school sports program, can put your company and your industry in front of the community in a positive light.
Whether through industry associations, or individually on an ad-hoc basis, you will get out of it value in proportion to what you put into it. A simple first step to greater success in your relationships across the green industry is to be clear about the outcomes you desire, and engage in a discussion about shared concerns in your market and community.
John Ossa owns Irrigation Essentials, a web-based irrigation consulting firm. See www.irrigationessentials.com; mail ossa@gie.net.
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