Missouri has long been known as the "Show Me State"—but for Maryland Heights-based BSR Services, two things its clients don't want to see—ever—are snow and ice. Those are high expectations, but for more than 25 years,
BSR has risen to the challenge. With a sole focus on snow and ice management, BSR tackles its low-snow market with seamless systems and processes built and refined to deliver the ultimate service to its customers.
"Because of the infrequent and low accumulations, we don't have a high tolerance for a lot of snow," explains BSR Services' owner Carl Bolm, CSP. "The St. Louis market is very competitive. People want assurances, not excuses, and they don't want false promises."
Operations Manager Terry Swalley, CSP, says while Missourans in general have a low tolerance for winter weather headaches, BSR's portfolio of customers—high-end commercial and office, hospitals, aerospace, etc.—demand zero tolerance.
"As far as we're concerned, it never snows on their lots," he says.
To make sure it "never snows," BSR places a high emphasis on event management, training and education and relationship building.
Storm preparedness
On average, BSR services 12 to 14 storm events each season, with about
10 to 12 in. of snowfall. Far more problematic—and more common—are events that bring the threat of ice, sleet and fluctuating temperatures that can wreak havoc.
Supervisors work with BSR's team of meteorologists to formulate a plan of attack for each event. Quality assurance team members are mobilized in their service zones, and teams are dispatched before the system makes its move. Given the propensity for temperature swings, BSR has team members in the field monitoring ground temperatures to ensure crews are using the proper materials and service strategies.
"Our storms can turn on a dime," Swalley says. "The change from rain to snow and back to freezing rain, for example, can be immediate. We have to be very proactive and maintain flexibility throughout each event. Communication is paramount."
Help in the field
During any given storm, BSR relies on approximately 450 to 500 subcontractors—many of whom have been with the company since it started in 1984—to help get the job done. They are, according to Bolm and Swalley, an integral part of the company's success.
"We consider them to be strategic partners. We qualify all of our subcontractors to ensure they are educated and engaged in snow and ice management so that they can provide the cutting-edge service our clients demand," Swalley says. "If they aren't interested in being the best, we probably aren't interested in doing business with them."
BSR sets high expectations for its subcontractor partners. Prior to the season, they are required to attend site visits and meetings to review service details and to ensure processes are understood. As a reward for their dedication, subcontractors are paid within 48 hours after a storm event is completed.
"We are fortunate to attract the best talent in St. Louis," Bolm says. "The 48-hour pay is a token of good faith toward our subcontractors. It keeps them motivated to perform, and ensures we can close events out quickly and get ready for the next one."
Foolproof processes
Bolm built his company on a foundation of what he calls "repeatable systems and processes" that provide consistency and promote efficiency throughout the organization.
"For us to exceed our clients' service demands, these processes have to be in place," he says. "There is a benefit to sharing them with everyone involved—not just internally, but also with the subcontractors and the clients. It's great if I know it and Terry knows it, but it's more beneficial when everyone understands the expectations and the options available to meet them."
That transparency allows BSR to showcase its efficiencies—and resultant fiscal responsibility—to its clients. "Our clients want, and should receive, the best price for the best value," Bolm says.
Swalley agrees: "When you look at our organization, there is not a lot of fat that can be trimmed. We take pride in that we continue to be fiscally responsible for our customers."
The heart of it all
The importance of top-notch snow and ice management can be a tough sell in a low-snow market, so building long-term relationship with clients is essential. BSR positions itself as an extension of its clients' teams—whether it's educating on the liability concerns of black ice, tailoring service and communications to meet their needs or purchasing equipment for a specific account.
"Our clients know we are there to protect their best interests," Swalley says.
Bolm agrees: "We don't get a second chance to make a great first impression. Our approach shows we are committed to our clients. We treat every event like it's the Super Bowl: We're in it to win it."
BSR Services' difference makers
MANAGEMENT. Education and training for BSR Services' management team is a top priority. With certified snow professionals on staff and finely tuned and repeatable systems in place, information flows seamlessly through the entire organization," according to Terry Swalley, CSP, operations manager.
FINANCIAL STABILITY AND FISCAL ACCOUNTABILITY. The ownership invests back into the organization to streamline operations and increase efficiencies. With proper resource management, BSR Services is able to secure materials and equipment well in advance of the winter season, giving its clients peace of mind. "We extend our financial stability to our operations, taking a fiscally responsible approach to services rendered and providing transparency of invoicing," Swalley says.
SPECIALTY EQUIPMENT. With 450 to 500 team members contributing traditional snow and ice equipment, it frees up BSR resources to purchase heavy equipment to complement operations. "We have, by far, the largest company-owned fleet of snow and ice equipment in our market," says Owner Carl Bolm, CSP. In addition, BSR will invest in equipment specifically to serve a certain client. "It's all about building rapport and loyalty," Swalley explains. "Snow and ice management is a significant portion of (our customers') budgets. They are making an investment in us, and in return we're investing in them, hoping that the relationship will continue for years to come."
Carl Bolm's teachable moment
BSR Services Owner Carl Bolm, CSP, has built a successful company by delivering specialized service to high-end clients who demand the best. There is sometimes the temptation, he admits, to stray from that niche to grow the business. He has learned, though, that you can't be everything to everyone. The key to successful growth, he says, is staying true to what you know and striving to take that expertise to the highest level possible.
"We have to stick with the business model that made us successful," he says. "We know our limitations. If we have to pass on work, I'd rather do that than take on something that is out of our comfort zone."
Cheryl Higley is editor of Snow Business. Contact her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
To view the first video interview, see below. For the second part of the interview, click here
