Can you feel the chill in the air? Are your senses tingling with the anticipation of another snow season? As a snow contractor, you can usually feel the combination of anticipation, excitement, anxiety and dread that precedes each snow season.

Although we cannot control the weather, there are five key areas that we can control to help us win this season: technology, people, communication, liquids and sales.

1 - Technology

We see the greatest number of advancement in our industry in this area, and it’s one of the easiest ways to distinguish yourself from your competition. The software options available today are staggering, but here are some basics that you should implement:

• GPS in vehicles
• Material tracking (brine and salt)
• Weather tracking
• Cameras (on-site and in vehicles)
• Accounting
• Digital time tracking and services on customer sites
• Photo confirmation of services completed in customer files
• Manufacturer diagnostics that can head off unexpected breakdowns

2 - People

How do we recruit and retain top talent?

The most obvious way is to pay employees well. Providing steady, yearround pay will give your team members the security they need to stick with you.

Secondly, create a career ladder that demonstrates to your staff that you’re offering them a career with opportunities for advancement rather than just a job. There are an increasing number of students looking to enter the trades, and ours is a great trade! But we’re competing with other trades, so offering them a picture of where their career can take them is a great way to get them excited about their own career path.

Finally, I believe Richard Branson said it best: "Train people well enough so they can leave; treat them well enough so they don’t want to." Offering training to your staff not only increases their confidence and competence, but it also increases their value to you and your customers.

Some training ideas:

• Hold a training "rodeo" in the fall where everyone learns or re-learns how to use equipment, submit time sheets/tracking data, reviews policies and procedures, etc.
• Conduct mock snowfall training events before the snow comes give your staff an opportunity to practice without the stress and pressure of the actual snow event. It’s a great way to work out the kinks.
• Participating in peer groups is one of the best ways to build knowledge, leadership skills and relationships with other snow professionals. I highly recommend being part of a peer group, especially for owners and senior managers.
• SIMA has way too many resources to list, but a few key ones include the credential and certification programs, training videos, and events like the Snow & Ice Symposium. If you’re not part of SIMA, you should be.

3 - Communication

It’s likely no surprise to you that contractors aren’t known for their great communication skills. If you respond to a quote request and/or show up to an appointment on time, you’ve set yourself apart from the pack! But we can and should do better.

With clients. Communication with customers should begin before the season. Send renewals early and sell new contracts well in advance of the snow. (This also makes it easier to know what staff and equipment you need for the season).

During the snow season, put together a protocol for clients that includes communication (email or text) before, during and after the event:

• Prior to an event, I recommend communicating the forecast, when you expect to be on-site, and what service you expect to perform.
• During the event, a text or email letting them know of any change to the previous email is recommended.
• Once the event is over, a summary of the event as it pertains to their property is ideal.
• After the season is over, get in touch with clients to review the season, to ask for recommendations for improving your service, and to present the renewal contract.
  

With staff. Communicating with staff in-person can be a challenge during the winter since the hours are unpredictable, but nothing beats face-to-face meetings.

Regardless of whether you meet face to face, keeping your staff informed on what’s happening in the business is vitally important to the culture and to making sure everyone has the same information. This communication can be in the form of a town-hall style meeting, an email news brief or a text. It’s important to offer your staff a chance to provide feedback, so whatever system you use, be sure they have a way to share their opinion.

4 - Liquids

The more we learn about liquids, the more puzzled I am at the resistance some contractors still have to them. Liquids are a fantastic tool to have in your snow management toolbox. So often the resistance comes from the staff. If your staff is resistant to change, perhaps you have the wrong staff! They may be keeping the right people from your organization – those who want to help the company move forward, increase profitability and ease the workload of the operators. This may call for a difficult conversation from the owner.

If you’re not aware of the benefits of liquids, Snow Business has published several articles. SIMA members also have free access to the Fundamentals of Anti-Icing and Liquids online certificate program at sima.org/liquids.

5 - Sales

When it comes to how to manage snow and ice on a property, we are the experts – not the property managers. It’s important to demonstrate that knowledge when talking to the owner/property manager. In addition, I recommend using SIMA’s 52-week sales timeline and site management sell sheet to educate your clients and prospects. It’s also important to make sure that when they’re comparing quotes, they don’t just look at the bottom line, but at what’s included. They may not be comparing apples to apples.

In the past, contractors have usually approached sales from a reactive standpoint, waiting for people to contact them for service. A far more effective sales strategy is to be proactive. Identify the type of client you want, put together a great sales sheet and then contact them in advance of the snow season to sell your services. You’ll likely end up with a much better quality of client who requires the type of service you’re best at providing.

Implementing even small changes in these 5 areas will set you up for a great season. We cannot control the weather, but we can be prepared for whatever it throws at us. Here’s to a great WINter!

Grant Harrison is president of Nextra Consulting, based in Ingersoll, Ontario. Contact him at (519) 868-6398 or www.nextraconsulting.ca.