Running a successful tree care company requires more than just technical expertise and a solid work ethic. It demands a commitment to excellence in every team and customer interaction, fostering relationships built on trust and ensuring you honor your word as a leader. As the founder and owner of Brandenberger Tree Care Professionals (BTCP), I’m learning through experience that consistency, relationships and follow-through are a few of the keystones for building a thriving organization.

In an industry where many companies offer similar services, consistency in delivering quality work can set you apart. All photos courtesy of the author.

Starting from scratch

When I first started BTCP, I was a senior in high school, working out of the trunk of my 2000 Chevy Malibu. The journey from those humble beginnings to where we are today – a company with 19 team members and a solid reputation in our community – was filled with challenges and learning opportunities. One of the most significant lessons I’ve learned is the importance of providing an exceptional customer experience. This not only helps in retaining clients, but also in generating high-value leads through word-of-mouth and referrals.

Consistency: Building trust one step at a time

Consistency is the bedrock of any successful business. It’s about committing to a system or process and differentiating yourself from the competition by showing your customers that their priorities matter.

Commit to a system/process: At BTCP, we’re establishing effective processes for every aspect of our work, from initial consultation to the completion of a job. This ensures that every customer receives the same high level of service, regardless of the project size or complexity.
Differentiate from the competition: In an industry where many companies offer similar services, consistency in delivering quality work can set you apart. Customers notice when you show up on time, complete the job as promised and leave their property better than you found it. The primary differentiator at BTCP is our customer experience. We’re always looking for ways to “wow” our customers and add more value to their lives.

Show customers their priorities matter: Being consistent in your communications, follow-ups and service delivery will help you build trust with your clients. They’ll know they can rely on you to meet their needs and exceed their expectations. Capturing their primary goals is a crucial part of this process. One simple way to do this is by asking during the intake call, “When it comes to having this work performed, what’s the most important thing to you?” Questions like this help you become clear on what really matters to the client and give insight as to how you need to show up for each unique relationship.

Consistency is not always easy. There are times when staffing challenges, equipment failures, unforeseen obstacles on job sites, etc., will pose significant issues. Choosing to focus on what responsibility you have in those challenges and maintaining open communication with your clients enables you not only to navigate challenges but also to utilize them as leverage to level up – continuously striving to reach a higher standard and become better versions of yourselves and your business. Choose to take ownership of areas in which you are lacking. In my experience, these instances can sting sometimes, but ultimately serve as “seeds planted” in relationships with our customers and also in who we want to become as a company.

Relationships: The heart of exceptional customer experience

At the core of our business philosophy is the belief that relationships matter more than transactions. Building strong relationships with our clients has been key to our growth, and has helped us cultivate valuable referrals and repeat business.
CRM Systems: Implementing a customer relationship management (CRM) system has been a game changer for us. This allows us to keep detailed records of our interactions with clients, track follow-ups and personalize our communications. This level of
organization and attention to detail gives us what we need to show our clients we care about their individual goals and are committed to providing an exceptional experience.

Referrals vs. traditional marketing: While traditional marketing methods have their place, we have found that referrals are far more powerful. When a satisfied client refers us to their friends, family or colleagues, it carries much more weight than any advertisement could. This is why we prioritize building strong relationships and providing a level of service that encourages our clients to spread the word. Ultimately, your primary aim should be to show up so well that people can’t help but tell someone about you.

Call notes and client visits: Taking the time to make personalized calls and visits to our clients also has been crucial. Whether it’s checking in after a job to ensure expectations have been met/exceeded or following up months later to see how their trees are doing, these small gestures will go a long way in building trust and showing your clients you value their relationship.

Building relationships with our clients has not always been straightforward. There have been times when we faced misunderstandings or miscommunications. I’m thinking of a few specific instances when we may even have been in the “right,” yet the client felt they weren’t being served well. What we’ve learned is, whether you actually dropped the ball or not, if the client feels or believes you did, that’s what matters.

We have gone to extreme lengths to show people their relationships matter to us far more than any project or transaction. This has involved a significant investment of time, resources and money, and doesn’t always show an immediate return. However, by prioritizing relationships, going above and beyond to take ownership/responsibility and showing genuine care for our clients’ well-being, we have been able to strengthen these relationships and turn challenges into huge opportunities for growth.

Customers notice when you show up on time, complete the job as promised and leave their property better than you found it.

Follow-through: Keeping promises and exceeding expectations

Follow-through is about making the customer experience universal and ensuring that every interaction results in a positive investment into the relationship. It’s about getting feedback, expressing gratitude and continually improving your services.

Making the experience universal: You should strive to provide a seamless experience for your clients from start to finish. Regardless of who is in what role, this includes clear communication, timely updates and delivering on your promises. By ensuring that every team member is aligned with your values and processes, you can provide a consistent and exceptional experience for every client.

Getting feedback: Soliciting feedback from your clients is essential for continuous improvement. We regularly ask for their input on our services, what we did well and where we can improve. This not only helps us refine our processes, but also shows our clients that we value their opinions and are committed to excellence.
Expressing gratitude: Taking the time to thank your clients for their business and their feedback is a simple yet powerful way to build loyalty. Whether it’s a handwritten note, a follow-up call or a small token of appreciation, expressing gratitude reinforces your commitment to their satisfaction and fosters long-term relationships.

One of the biggest challenges we’ve faced with follow-through is maintaining consistency as our team has grown. With more team members and a larger client base, it can create situations for things to begin slipping. When this happens, it’s an opportunity to re-evaluate your why.

Why are you in business? Why does this matter to you? Who are you as a company and who do you want to be? Clarity with your mission, vision and core values is key to being in alignment as a team and showing up for your customers to create the impact you’re committed to.

Your team members are the face of your company, and investing in their development ensures they can represent you well and provide the level of service your clients expect.

Overcoming challenges and embracing growth

Building BTCP from the ground up has not been without its challenges. There are often moments of fear, insecurity and doubt. I’m grateful for our team and am inspired daily by the ways they’re leaning in to level up as leaders and servants. What I’m realizing more and more is, the greater the difficulty we’re facing, the greater the opportunity to expand our capacity and shift who we believe we are as a company.

Investing in the team: Hiring people you can trust, giving them clear direction and holding them accountable is absolutely crucial. Your team members are the face of your company, and investing in their development ensures they can represent you well and provide the level of service your clients expect. This is an area we’re always paying attention to, and one where we still have a lot of opportunity for growth.

Facing fears and insecurities: Every time we level up, new fears and insecurities arise. Learning to shift the meaning we’re creating in these circumstances has served us well. We get to tell ourselves whatever story we decide about a particular situation. I’ve adjusted the question from whether it’s “right or wrong” or “true or false” to: “Is this effective or ineffective for who I want to become?” I’m leading by example in this way and teaching our team to choose responsibility and meanings that serve them and the people around them. Easier said than done and worth the effort.

Making it about the relationships: At the end of the day, your success is not just measured by revenue, it’s measured by the relationships you build and the impact you have on your team members’ and clients’ lives. Business is an opportunity to serve your team and the people in your communities. Invest in growing relationships and making that the focus – in my experience, money comes much easier as a by-product of showing up to add value to people’s lives than pursuing it directly.

Conclusion

Generating high-value leads through exceptional customer experience is about more than just marketing strategies or sales tactics. It’s about being consistent, building strong relationships and following through with what we’re committed to. To put all of this simply, showing up to create an exceptional experience and add the most value we possibly can is what we’re all about.

Our aim at BTCP is serving and leveling up as people because, regardless of the specific outcome of any project, that provides opportunity for learning and growth. We will carry those lessons into the future of who we are as people and continue redefining the tree care experience!

Mason A. Brandenberger, CTSP, ISA Certified Arborist, is owner of Brandenberger TCP, a former six-year TCIA member company based in Auburn, Indiana.

This article is based on a session covering the same topic that he presented at TCI EXPO ’23 in St. Louis, Missouri. To watch a video recording created for that presentation, go to TCI Magazine online at tcimag.tcia.org and, under the Resources tab, click Video. Or, go to this article online, at tcimag.tcia.org, and click on the video link at the bottom of the article.