Therefore, the company's sales representatives begin to visit potential customers, taking photographs of their lawns. While taking these pictures, the sales personnel also provide explanations to the customers regarding aspects that can improve the beautification of the environment. The chemical weed control company serves many business customers, including banks, hotels, and resorts. These places pay particular attention to the growth conditions of their respective lawns and flower bed grasses. The company also retrains its sales personnel in order to sell services at a managerial or president level, but maintains the same approach as before with regular maintenance staff. Only by focusing on these specific needs, such as guest room occupancy rates and visitor transportation methods, can they truly target the clientele that the weeding company seeks to support from all sides. It is essential to make these people believe that the weed removal service can genuinely enhance their core requirements. This move by the chemical weed control company seems quite effective: its commercial sales volume has reached an annual growth rate of 20%.
However, progress in purchasing for personal housing has not been as smooth. Homeowners do not need to be as concerned about the outward appearance of their dwellings as hotels and resorts are. If they are not financially loose or do not have high demands for environmental beautification, they may start hesitating, especially younger individuals who might feel fatigued by spending even small amounts of money. The chemical weed control company is attempting to change this perception—by transforming lawn maintenance into a business image in people’s minds. Moore Bagger said, "A year ago, typical maintenance services only involved fertilizing and removing weeds. Now our service items also include planting trees, creating a kind of flower garden, or even planting bushes for customers, making them feel like they have their own little world." Whether the new strategies of the chemical weed control company will convince homeowners, who are affected by the economic recession, to spend again remains uncertain at this point.
Establishing new connections with customers, if it brings convenience to their lives, can ensure success in competition. Baxter Corporation, a multinational medical equipment company with an annual sales volume of $8.9 billion, realized this several years ago when attentively listening to its largest customers’ issues. These hospitals informed Baxter that merely managing the storage and distribution of medical equipment within the hospital requires significant costs.
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