As we embark on another snow season, with SIMA 2026 in Cincinnati, OH, now behind us, it's the perfect time to reflect on the challenges and lessons from last winter.
For many of us across the country, last season brought average, above-average and even historic snowfall. We dealt with salt shortages, supply chain disruptions, rising fuel costs, labor shortages, expensive equipment repairs, trucking challenges and inflation. These are the moments that separate true professionals from the novices.
Now is the time to adjust, retool and evaluate what we can do better – not only within our companies, but as individuals and as an industry. Here are a few key areas to focus on as you prepare for another successful snow season.
Start by evaluating what went right and what went wrong. Every challenge is an opportunity to improve your operation. Whether it was routing inefficiencies, equipment breakdowns, staffing issues, communication problems or simply not being prepared, turn those experiences into teaching moments. Develop checklists, standard operating procedures and systems that help eliminate repeat mistakes. Success rarely happens by accident – it comes from preparation and process.
As renewal season and the RFP process begin, take the opportunity to audit your contracts. Make sure they address above-average snowfall, fuel surcharges, supply shortages, escalation clauses and other unforeseen costs. Measure every site accurately, understand your overhead, and know both your fixed and variable expenses.
Ask yourself if you're leaving money on the table, if your prices are keeping pace with today's costs, and if you're underbidding just to win work. Know who you're doing business with, whether it's directly with the client or through an aggregator or broker. Not all partnerships are created equal, and it's perfectly acceptable to say no if the fit is bad.
Do your homework. Every season I hear stories about contractors chasing unpaid invoices, dealing with unrealistic scopes of work, or accepting pricing that was never sustainable. Some clients, brokers and management companies simply aren't worth doing business with – and that's OK. Protect your company by choosing your partners wisely.
One of the most overlooked responsibilities we have is educating our customers. In my experience, many clients simply don't understand what goes into providing professional snow and ice management. They don't see the capital investment in equipment, insurance requirements, weather monitoring, staffing, maintenance, logistics and year-round planning.
Once we take the time to explain our pricing structure, most clients gain a much better appreciation for the value we provide. They begin to understand that professional snow management involves far more than simply jumping into a plow truck when the first flakes begin to fall.
If there's one subject I could spend days discussing, it's salt and deicing materials. Build relationships early with multiple suppliers. Strengthen those relationships year after year, and purchase material early whenever possible if you have the storage capacity.
Unfortunately, I believe supply challenges and price volatility are becoming the new normal in many markets. As contractors, we have a responsibility to secure materials under our contractual obligations. It's never a good look to tell a client you couldn't obtain salt because you waited too long. Preparation starts months before the first storm.
Here in Michigan, we've experienced multiple salt shortages and dramatic price increases over the years. While they're frustrating, they shouldn't catch us off guard anymore. This is also where adapting to new technology becomes essential.
Let's move beyond the mindset of, "That's how we've always done it." My mother used to say, "You can't teach an old dog new tricks." Well, in this industry, we have to keep learning new ones if we want to stay ahead.
One thing I've consistently shared during presentations is that every additional tool you add to your toolbox gives your business more flexibility. Implementing a liquid brine program, for example, not only expands your capabilities, but also gives your company greater control over costs while providing a more environmentally responsible and sustainable solution. This is especially important during uncertain salt markets.
I can't stress this enough: Preparation starts before last season is even over. As soon as the final storm passes, begin creating your repair and maintenance list. Work through those repairs systematically throughout the spring and summer instead of waiting until the fall rush.
I know many of us transition into landscaping or other seasonal work, but making steady progress during the offseason puts you in a much better position. Whether your goal is to have your fleet ready by August, September or another target date, set that goal – and exceed it. There's nothing more satisfying than entering the season prepared instead of scrambling at the eleventh hour looking for parts before the next snow event. As the saying goes: Failing to prepare is preparing to fail.
Become active in your local trade associations, attend SIMA events and participate in the Symposium whenever possible. Networking with contractors, vendors, suppliers and industry leaders is one of the most valuable investments you can make. Talk with your peers. Ask questions. Learn about the challenges they're facing and the solutions they've found. Every one of us has experienced setbacks. Sharing those experiences builds relationships, strengthens our industry, and helps each of us become better business owners and professionals.
Set goals that fit your company. Build processes that work for your operation. Create checklists, establish timelines and develop systems that allow your team to succeed. Whether you operate two trucks or 500, preparation is the foundation of every successful snow season. Winter will be here before we know it. Let's get after it and make this our safest, most efficient and most profitable season yet.
William Moore, ASM, is president of Executive Property Maintenance in Plymouth, MI, and a member of the Snow Business Editorial Advisory Committee. Contact him at will@executiveground.com.