How much information should be on a landscape design? Part Two:

Design Presentation

I hope everyone had a Happy Thanksgiving. 

This question has different answers for different people. Boy, now I sound like a politician. Bear with me, I’m not copping out. What works for me might not work for you. You first have to ask yourself 3 simple questions.

• What does the landscape design accomplish for you and the client?

• How much time do you have?

• What is your UCA (Unique Competitive Advantage)

A simple answer to the first question may sound something like this: “The design shows the client what we are doing.” True, but not really. Some companies use the design to sell the installation, while others start by selling the design. The design process should be your first step to win the client. This starts before you ever come up with an idea. Your questions and follow up questions will quickly inform the consumer on how well you connect. Your questions will also demonstrate how much you know and care. Show you are the professional by how you approach the project not by saying how good you are. Does the design process get your creative juices flowing? Does it get the client excited? The more information you can get from the client the more you can apply to the design.

How much time you have should be looked at from 2 angles. First, how much time do you have to create the design? Even if you don’t have much time, make sure you know what you are creating. You can’t have an accurate estimate without a good idea of what you are creating. Believe me this will cost you more than just time. The second is even more important. Secondly, how much time do you have to oversee the project once it has been sold? How many times have you said we can figure that out on site? Where is the designer when it is time to figure it out? He or she is trying to sell another job, picking plants at the nursery, on vacation, at the gym, etc. The more time you spend up front the easier it is to pass off to production. This will leave the production staff with less questions and more time for the sales staff to sell.

Thirdly what is your Unique Competitive Advantage? If you don’t have artistic skills you have options. You can always capitalize on technology. Technology won’t make a bad design good, but it can make a design look professional and attractive. Your other option is to down play the design process. In order to do this you will have to be a good communicator. You still have to establish consumer confidence. This can be done by having a strong portfolio to back what you are saying. Also you may have to rely heavier on referrals. If you are artistic, make sure you express that through your designs. This will create immediate consumer confidence. The reality is all consumers are different and so are we the providers. Remember you are the only thing your competition can’t offer, leverage it!