Eric Petersen from ArboRisk Insurance.

BUSINESS STRATEGY

What’s one decision you’ve seen tree care companies make in the past year that has meaningfully improved their business – and why did it work?

One of the more exciting improvements I’ve seen tree services make recently is bringing their sales and marketing teams together. Companies are identifying their ideal customers and target services, then focusing their marketing efforts on the sweet spot where the two overlap. When tree care companies land more of the jobs they want from the types of customers they want, they become safer, more efficient and more profitable.

Historically, tree services haven’t needed to market their businesses very much. Now, however, marketing is essential to attracting enough of the right kinds of jobs to succeed.

WORKFORCE DEVELOPMENT

What are your clients doing that is working when it comes to hiring or retention?

Tree care companies that designate someone as their recruiting champion have a much easier time attracting top-tier talent. Assigning that responsibility to one person leads to greater success because that individual knows the company’s recruiting efforts depend on them. When companies rely on a team without designating someone to lead the effort, recruiting can receive minimal attention because the team lacks direction. We all know how easy it is to put off recruiting to address something that feels more urgent.

SAFETY AND TRAINING

What’s one change you’re seeing tree care companies make that has improved safety behavior among their crews – and what made it stick?

One safety trend I have noticed lately is that more tree care companies are asking their teams about safety and looking within their organizations for ways to improve it. Companies seem more willing to engage with team members to ensure everyone is heard and feels part of the safety culture. When managers involve the entire team in safety conversations, employees become more invested, which can lead to better safety outcomes.

LOOKING AHEAD

What’s changing in the industry that more companies should be preparing to address?

Unfortunately, I’ve begun to see increasingly negative public perceptions of trees. As storms become more severe and images of trees smashing into homes and buildings circulate widely, trees are gaining a reputation as hazards. Property insurance companies also are calling for the removal of trees near buildings to reduce risk, reinforcing the perception that trees are dangerous.

I wholeheartedly believe every tree care company – and the industry as a whole – must do a better job of promoting the benefits trees provide and explaining why property owners should work with qualified tree care professionals to care for them.

Eric Petersen is president of ArboRisk Insurance, a 12-year TCIA corporate member company based in New Berlin, Wisconsin. He also is a member of TCIA’s Board of Directors, and chair of the TCIA Hazard Tree Assessment Task Force.