ILCA Women’s Networking Group

Value Not Price by corumkeller
March 19, 2010, 8:15 pm
Filed under: 1

by Christa Orum-Keller

“The real price of everything, what everything really costs to the man who wants to acquire it, is the toil and trouble of acquiring it.”            —Adam Smith

This is such an interesting time to those of us who have ever studied economics.  It is too easy, to say that ‘price’ is what is driving our decisions.  It’s not really price, it’s our customers’ new stronger focus on measuring Value.

Every single one of us is focused on ‘getting a better deal’ – but think harder.  Aren’t we really focused on getting something we strongly value?  As budgets shrink, the value equation becomes more important.

What’s neat about that is that we cannot use price as an excuse for declining revenue.  What’s difficult about that is, we have to be better communicators to learn from our customers and discover just what it is they value, and then align oursleves with customers who value what we excel at.  The sites have shifted and we must adjust.  What’s really interesting, if you can spend a few minutes looking at facts and figures, is to observe the areas where your sales might be increasing.

At ILCA, it’s remarkable to note how many new members there are!  There may be many reasons for this growth, but in the end, our newest members must recognize the Value of ILCA membership.  If you haven’t recently read what ILCA pledges to its members, you may find it interseting to review:

  • To serve as a forum for the free exchange of ideas among landscape contractors and their suppliers.
  • To carry out a broad-scale program of practical instruction for those engaged in landscaping, through special programs, meetings and publications.
  • To create a greater degree of public appreciation for the landscaping profession in Illinois and for those for whom it is a livelihood.
  • To encourage a high code of professional ethics as well as quality workmanship among landscape contractors.
  • To support legislation which is beneficial to landscape contractors and the general public, and to oppose that which is not.
  • To work for a greener, more beautiful Illinois.

For those of us who have been members for many years, let us not lose site of the Value of ILCA to our organizations.  We are a community made stronger by and with each other.

“Friendship is essentially a partnership.”      — Aristotle (4th century B.C.)


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Excellent post, Christa! Your deep dive into what’s going on in this strange economy, helped me start my morning feeling great about what our industry provides and especially ILCA. Thanks!

Comment by Terre Houte

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