5 Keys to Creating a 5-Star Experience

The Mariani Premier Group (MPG) delivered our first presentation at this year's NALP Elevate conference in Dallas, TX. In addition to formally introducing our group to the landscape industry, the event allowed us the opportunity to share our expertise with landscape professionals from across the country. The roundtable discussion, entitled “Creating a 5-Star Experience (Design/Build)”, shared expert advice in delivering exceptional client service and included an all-star lineup with representatives from five of our partner companies: Bill Jacoby (BDG Maintenance), Jeff Berghoff (Berghoff Design Group), Adam Hallauer (Designs by Sundown), Bill Greco (R.P. Marzilli), and Frank Mariani (Mariani Landscape). Here are five key takeaways from their conversation:

1. Don’t be an order taker

 We are not order takers for our clients. Rather, we want to learn about the specific memories/experiences they want to create and design a space that can accomplish this. Understand what the client wants to achieve rather than just the elements they want incorporated. Adam Hallauer (Designs by Sundown) further explained: “We need to challenge our clients beyond what features they want and ask them how they envision themselves utilizing the space.” Remember: we are not selling plants, trees, hardscape, etc. – we are delivering an outdoor lifestyle. As such, we want to design, build, and maintain spaces that can accommodate multiple functions while also incorporating form that allows the client to create lasting memories and experiences. “My greatest sense of satisfaction comes from seeing the project from vision to implementation. I don’t consider a project finished until I see that client experience the space the way they envisioned it.”

2. Understand your client and their lifestyle

 We need to understand our client’s lifestyles to effectively design for them. The outdoor spaces we create should blend in seamlessly with their existing architecture and interior design, while also enhancing their lives by providing another space to interact with those they love most. Similarly, we want our services to blend in seamlessly with our client’s daily life. Bill Jacoby (BDG Maintenance) discussed how their group takes their field managers to the surrounding high-end resorts for lunch and dinner in order to expose them to the level of service, quality, and luxury that their clients experience. This provides BDG Maintenance’s team with a reference point for the level of service clients expect in all interactions. 

 Additionally, our marketing, sales experiences, and service interactions should mirror those of other products and services the client interacts with on a daily basis. Jeff Berghoff (Berghoff Design Group) expanded on this by explaining how he has reimagined his company’s marketing strategy: “I wanted our marketing and ad campaigns to mirror that of some of the high-end brands our clients buy from every day to show how our services make sense with their lifestyle.”

3. Develop a diverse team

 Diversity should be at the forefront of our recruiting and hiring practices. We want to hire and develop a team of landscape professionals with diverse professional and intellectual experiences that can accommodate a wide range of projects, challenges, and styles that clients request. Don’t become beholden to a set design style. Instead, make exceptional project quality become a habit while executing a variety of design styles and elements for our clients. Frank Mariani (Mariani Landscape) championed this point while drawing upon his decades of experience as a pioneer within the residential landscape market: “It bothered me when I would drive around and could identify whose work it was just based on the style of the landscape. I’ve always wanted to be known for quality work and craftsmanship, but never a specific design style. I wanted to hire a team around me that could produce exceptional work in a variety of styles for our clients.” This diversity not only allows our teams to be comfortable with any challenges that may arise within the design and construction processes, but it also allows us to expand our client pool for future projects. 

4. Focus on relationships

We have clients, not customers. Referring to the people we serve as “clients” places the emphasis on developing lasting relationships and providing a service experience; whereas “customer” makes the interaction feel transactional and devoid of consideration for the client’s input in this process. Again, the interactions between us and our clients are relationship-based and, when executed correctly, can form trust that helps to ensure projects run smoothly and generate future work. It’s important to remember that the success of our businesses hinges upon the trust our clients instill in us to deliver an exceptional service experience.  

 These relationships also extend to the landscape architects and builders who can help generate business for our companies. Bill Greco (R.P. Marzilli) shared how R.P. Marzilli’s long-standing, deep relationships with landscape architects, fine home builders, and designers have been the key to the company’s success in the bid/build side of the industry: “There is no shortage of talented designers, builders, and architects in our area. Rather than try to compete with them head-to-head on the design side, Bob Marzilli (Founder and President, R.P. Marzilli) saw the opportunity to partner with them as a trusted professional technical advisor. We collaborate with them and their clients to leverage our expertise and bring their visions to reality.” 

5. Be a professional

Professionalism extends beyond simply showing up on time, delivering the requested product/service, and being presentable. As we’ve mentioned previously, clients are looking for a full experience with a company that they trust; as such, our business practices need to support this. Engage in regularly scheduled communications with the client and follow-up with a weekly email to document updates, challenges, and feedback to ensure that the client is kept informed about their project. Additionally, elevating our industry to the respect it deserves starts with us respecting the time and effort our teams invest at every stage of the project; ensure you are getting paid for your work. Much like a lawyer, business consultant, or architect bill for a consultation, our designers deserve to be compensated for the time and effort they invest into creating designs for our clients. Therefore, we should be charging design fees that are separate from the project contract. Lastly, we want to anticipate and be proactive to potential issues rather than being reactive. If issues arise within the process, create and communicate an action plan to the client to put them at ease and demonstrate our control over the situation. Remember, our clients are looking for solutions, not more problems. Be the expert.