By Phill Sexton
Editor’s note: Welcome to a new section of Snow Business, inspired by SIMA members and others in the snow industry that call and email SIMA with questions and ideas. In each issue, SIMA Director of Education and Outreach Phill Sexton will address a “What if?” question our members and other readers are asking.
Through mid-January, a majority of snow markets have experienced some of the lightest snowfall occurrences and accumulations on record. Many readers are asking the same questions: “What else can we/should we do if it doesn’t snow?”
A couple ideas worth considering if this weather pattern continues or repeats in future seasons include:
Managing customer relationships
As the saying goes, “perception is reality.” If it’s not snowing and your customers haven’t seen or heard from you, then their reality—based on a lack of service—may sound like “I’m not getting good service.” This theory is not limited to seasonal contracts.
Most clients, particularly commercial properties, expect you to be monitoring their site(s). Communicate with your snow clients on a regular basis via a quick email and/or phone call to update them on current weather forecasts. Inform them how you are planning for weekly or monthly weather outlooks.
If inclement weather isn’t in the forecast, schedule an early morning site visit to proactively identify other needs you can bring to your customers’ attention. For example, tag burnt-out parking lot lights with brightly colored ribbon, remove fallen limbs or debris in parking lots, pick up some trash—and tell them you did it. Let customers know you are paying attention, and the site visit might initiate other business.
When it hasn’t snowed for an extended period, it’s important that clients are aware of the ongoing planning and resource readiness costs that exist regardless of the amount of snow and ice. Assure your clients that ongoing investments are being made by your company to ensure that the resources—such as trained operators on call, equipment and materials inventory—are in place for proper storm response.
Develop an overhead cost recovery plan
It’s not snowing, and you have labor and equipment ready and waiting. What other services can you sell? Commercial and residential properties periodically employ temporary labor for other functions of their business, operations or homes. Let customers know you have resources available and just need to cover the direct costs for the day/week. Other services you could provide include demolition, painting, hauling, cleaning, etc. Send out a Waiting for the Snow sale email, Web post or flyer telling existing and potential clients you have people and equipment available to them at reduced prices until it snows … “prices and availability on a first-come, first-served basis until it snows.”
Train and prepare for next year
Operations may be slow, but that doesn’t mean there isn’t business to attend to. Other things to focus on during times with minimal snow include:
Employee development & training. Prepare in-house training for your operators. Equipment rodeos and on-site equipment experience is critical to keep less-experienced operators familiar and comfortable with the equipment. Consider industry-sponsored classes, seminars and workshops related to snow or other components of your business.
Contract review and revisions. Prepare renewal contracts and begin negotiations with customers for next season. Contract revisions could include proactive agreements and provisions for below-average or above-average snow seasons. Revisions might include adding a floor/ceiling pricing structure for seasonal contracts or readiness fees for per-occurrence and time-and-material agreements.
Schedule new sales prospecting. The current season is a good time to find customers who are dissatisfied with a lack of service and may be willing to consider a change for more professional and proactive service.
Any contingency planning and anticipation for abnormal weather in advance of next snow season will contribute to maintaining a productive and profitable business … whether or not it snows.
Phill Sexton is SIMA Director of Education and Outreach. He can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
