Uc TL -svv^-^ Interview with new ChemLawn chief Stronger emphasis on customer service needed BY ELLIOT MARAS Editor EXCLUSIVEŠCool and collected in his tidy, spa-cious office at ChemLawn Services Corp. headquar-ters, Michael Shannon has 
the self assurance of a man 
who knows where he's going. Shannon, executive vice president and chief finan-cial and administrative offi-
cer of Ecolab, Inc., was named president of Chem-Lawn in June. He shuttles regularly between Colum-bus and St. Paul. Shannon, one month into his new job, identifies the pivotal issue for the lawn care industry as it en-ters a new phase of develop-mentŠcustomer service. 
Gone are the days, says he, of the curious customer 
who was willing to buy whatever the LCO was sell-ing. To steer ChemLawn to smooth sailing through this new era, Shannon intends to build a team capable of enforcing a service empha-sis throughout the organi-zation. He brings with him Gene Wilson, operations direc-tor, previously with Pizza Hut, and Gary Yeakle, mar-keting director, previously with McDonald's. When asked about the poor second quarter earn-ings, Shannon points out that the company actually had a better second quarter than it did last year. This See SERVICE Page 44 WWN ORE NDUSTKY Serving commercial mowing and chemical lawn care professionals VOLUME 12 NUMBER 9 $2.50 SEPTEMBER 1988 Renovation: The Bizon Maintenance Co. at work. Irrigation equipment is flagged to prevent damage. TODAY'S TURF Prof. Tony Koski considers ways to prevent long-term turf damage resulting from the 
summer drought. 16 CLASSIFIED See what's for sale, |r A miscellaneous items. U U NEXT MONTH Drought-stressed lawns offer renovation dollars BY JAMES E. GUYETTE Managing Editor The Great Drought of 1988 can mean money in the pockets of turf man-agers if they correctly market lawn renovation projects and other services. "If I were in the lawn care business I'd be out there ring-I How some firms promote irrigation services. I Previews for the PLCAA and Green Team conventions in November. ing doorbells," says James R. Watson, agronomist and vice president at the Toro Co. "In my neighborhood there isn't one lawn where I wouldn't recommend (at least) throwing some extra seed on it," says Watson, who lives in the Minneapolis area. Some equipment manufac-turers are reporting shortages 
as lawn renovations promise 
to be a popular item this fall as 
the drought leaves its dusty 
trail throughout the U.S. "Use it as an opportunity," says Ron Kujawa, president of KEI Enterprises in Cudahy, See DROUGHT Page 18 Customer demand: Going up or down? BY ELLIOT MARAS Editor The full impact of the Great Drought on lawn care sales will not be known till next spring. Addi-tional demand will be deter-mined by the amount of turf that fails to recover from dor-mancy. In the short-term, many companies in the severely-af-flicted Midwest are suffering cash-flow problems due to cancellations of late summer 
applications. Third-round 
cancels ran 5 to 10 percent for most firms. The question facing LCOs is to what extent the turf reno-vation work in the fall and spring will offset the produc-tion slowdown that hit in mid summer. The demand for tree 
and ornamental repair will 
also be strong. "Everybody's anticipating trying to make up for skips or cancellations," says Phil Gardner, vice president of 
lawn care sales for Rocky See DEMAND Page 37 PLCAA to host lawn care critic ATLANTAŠMary O'Brien, information coordinator for the Northwest Coalition for Alternatives to Pesticides, will 
speak at the Professional Lawn Care Association of America Conference in New Orleans. The PLCAA's purpose in hosting the lawn care critic is to foster a meeting of the minds between LCOs and their critics, says PLCAA See CRITIC Page 47 I LATE NEWS LCOs object to new N.Y. reg plan NEW YORKŠNew York LCOs have asked the state 
not to approve a new set of lawn care regulations. The regs would take effect next year. The Department of Environmental Conservation, which has been battling with the 
New York green industries for two years now, 
wants LCOs to post warning signs at 75-, 100- or 150-foot intervals, depending on the size of the signs. The signs would either be 5 1/2 by 8 1/2 inches, 8 1/2 by 11 inches, or 12 by 12 inches. The applicator would be responsible for keeping them 
posted for 24 hours. Instead, LCOs would like to just post one sign in the front and one sign in the back of the yard. Other provisions the LCOs object to are: 
Ł LCOs must notify customers 48 hours in advance of applications. See OBJECT Page 43 riTKj» STATES! The art of application for maximum germination. POUNDS OF SEED PER 1000 TYPE feENTGRASS ENTUCKY LUEGRASS FESCUE RYEGRASS PERENNIAL MIXTURE The Ryan® Mataway® Overseeder is simply better. Better results begin with the basics, like seed calibration. An easy-to-read chart on the Mataway Overseeder tells you the exact set-ting for pounds of seed needed per 1,000 sq. ft. Just look it up, load it up, select setting, and you're ready to go. Two-inch spacing between rows gives you a dense pattern for one-pass application. Gandy® pre-
cision metering and an easily re-moved disc-type seed delivery system places the seed directly into the slits for uniform seed/soil contact allowing maximum germination. The result is a lusher, thicker lawn. The Ryan Mataway Overseeder gives you the flexibility to power rake, overseed, or to do both at the same time. Call today or contact your nearest Ryan dealer for more information and a free test drive demonstration. Call toll free 1-800-228-4444 for all the details. RYAN BUILT TO LAST 6161 Cushman, OMC-Lincoln, P.O. Box 82409, Lincoln, NE 68501 © Outboard Marine Corporation. 1987. All rights reserved. Circle No. 121 on Reader Inquiry Card LAWN CARE INDUSTRY SEPTEMBER 1988 L4WN GAREINDUSIW ELLIOT MARAS Editor JAMES E. QUYETTE Managing Editor ROBERT EARLEY Group Vice President SUSAN RAETHER Production Manager CAROL LANDSTROM Production Supervisor BRYAN VOLLMAN Graphic Design JOAN SCHUMACHER Circulation Supervisor OA IL PARENTEAU Reader Service Manager THEODORE C. MATHEWS Promotion Director JOHN PRESSELLO Graphics Manager MARKETING/SALES Midwest Office: JON MIDUCKI (216) 243-8100 ext 422 National Sales Manager 7500 Old Oak Blvd. Cleveland. OH 44130 MARSHA DOVER GLORIA COSBY (216) 243-8100 Regional Sales Managers 7500 Old Oak Blvd. Cleveland. OH 44130 Southern Office: DICK GORE (404) 233-1817 455 E. Paces. Ferry Rd., Suite 324 Atlanta. GA 30305 Western Office: BOB MIEROW (206) 783-0549 1515 N.W. 51 Street Seattle. WA 98107 Classified DAWN NILSEN (218) 723-9349 1 E. First St.. Duluth, MN 55802 Please send advertising materials to: LAWN CARE INDUSTRY 120 W. Second St. Duluth. MN 55802 218-723-9192 MEMOS EOGELL COMMUNICATIONS. INC PUBLICATIONS r JBCHT L. EDGELL, Chairman RICHARD MOELLER, President LARS FLADMARK, Executive V Pres ARLAND HIRMAN, Vice Pres./Treasurer THOMAS GREHEY, Senior V Pres. EZRA PIHCUS, Senior Vice President JOE BILDERBACH, Vice President JAMES GHERHA, Vice President 
GEORGE GLEHH, Vice President HARRY RAMALEY, Vice President LCI ADVISORY BOARD 1 * Ml rato MARTY ERBAUGH RON KUJAWA Erbaugh Corp. KEI Enterprises Peninsula. OH Cudahy. Wl A. J. POWELL U. of Kentucky Lexington. KY JACK ROBERTSON Robertson Lawn Care Springfield. IL LAWN CARE INDUSTRY (ISSN 0160-6042) is published monthly by Edged Communica-tions. Inc. Corporate and Editorial offices: 7500 Old Oak Boulevard. Cleveland, Ohio 44130. Advertising Offices: 7500 Old Oak Boulevard, Cleveland. Ohio 44130.111 East Wacker Drive, Chicago, Illinois 60601 and 3091 Maple Drive, Atlanta. Georgia 30305. Accounting. Advertising Production and Cir-culation offices: 1 East First Street, Duluth, Minnesota 55802. Subscription rates: $25 per year in the United States; $50 per year in Canada. All other countries: $100 per year. Single copies (pre-paid only): $2.50 in the U.S.; $5.00 in Canada; elsewhere $10.00; add $3.00 for shipping and handling per order. Office of publication: Edged Communica-
tions, Inc., 1 East First Street, Duluth. Min-nesota 55802. Second class postage paid at Duluth, Minnesota 55806. Copyright © 1988 by Edged Communications, Inc. All rights re-
served. No part of this publication may be reproduced or transmitted in any form or by 
any means, electronic or mechanical includ-
ing photocopy, recording, or any information storage and retrieval system, without per-mission in writing from the publisher. POSTMASTER: Send address changes to LAWN CARE INDUSTRY, P.O. Box 6200, Duluth, Minnesota 55806. AMP VBPA Ohio anti-lawn care lobbyists weren't happy with a planning agency's report that concluded lawn chemicals aren't especially dangerous. Disgruntled members recently let it be known that they didn't agree with the findings of the task force, even though the organizations they represent 
were part of the task force. The report, summarized in July's LAWN CARE INDUSTRY, concluded that health and environmental risks are low 
when lawn chemicals are applied 
properly. It is the most comprehensive study prepared by a coalition of regulatory, industry and environmental groups. Dissatisfied members of the environmental groups recently 
asked one city manager to remove his name from the 
report. He said he didn't see 
what this would accomplish. On a more positive note, the Northeast Ohio Sierra Club 
warmly received representatives of ChemLawn and Davey recently. Davey's Roger Funk explained his firm's Plant Health Care 
program which emphasizes less 
pesticide use. A ChemLawn official spoke about possibilities the company envisioned for reducing pesticide use. Weedeater is entering the professional turf market next fall. The company is introducing a line of Weedeaters and blowers geared toward commercial use. A pro chainsaw already is on the market. Electrolux, the European giant known for its vacuum cleaners, has purchased Poulan/ 
Weedeater. According to a company spokesman, it plans to make a sizeable investment in 
the commercial line of power 
tools. LCI The choice is yours. Whether your customers need season-long preemergence weed control by itself or on fertilizer from leading formula-tors, Team fits. Either way, you can control crabgrass and goosegrass season-long with just one application. Or even a split application, if need be, to better fit your program. Team granular also fits your high standards of annual grass weed control. University tests show it's out-standing. Team gets to the ground and stays put to form a zone of protection that keeps weeds out all season long. Circle No. 107 on Reader Inquiry Card And Team does all this without hurting your turf, including sensitive bentgrass. So spread it straight in granular form. Or spread it on fertilizer avail-able from leading formulators. Team fits your program. See your Elanco representative. Or call toll-free: 1-800-352-6776. Elanco Products Company A Division of Eli Lilly and Company Lilly Corporate Center Dept E-455, Indianapolis. IN 46285. U.S.A. Team" Š (benefin+trifluralin. Elanco) Refer to Team label for complete use directions Spread it your way. turn slower than the outside wheels. So the 600 won't tear up your turf turning either. But for all the features that won't leave a bad impres-sion on your turf, there are 
even more that'll leave a good impression on you. Like the way the AMT The new John Deere AMTŽ 
600 All Materials Trans-
port treads so lightly, it'll 
barely bend your bent grass. That's because even with a 600-
pound* payload 
and a 200-pound 
operator on board, the AMT transport 
only puts down an average of 17 psi of ground pressure. And its automotive-type differential allows the inside wheels to The 48lA X 43-in. box manually raises to a 45 degree angle. OUT LANDSCUFFING transport's powerful drive system provides a 62-to-l torque ratio for tremendous pulling power. Or the way its box holds 12.5 cubic feet of materialŠ and dumps too. So if you're looking for a utility machine that won't sink into your landscape or your budget, see your John Deere dealer. Or write John Deere, Dept. 84, Moline, IL 61265. AMT 600 vehicle transports easily in a standard size pickup. *On level ground **Manufacturer's suggested list price not including sales tax. Price may vary with dealer. Nothing Runs Like a Deere® Circle No. 114 on Reader Inquiry Card 6 UPFRONT LAWN CARE INDUSTRY SEPTEMBER 1988 ŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁŁ UPFRONT Was heat wave the wave of the future? The long-term ramifications of the Drought of '88 on our 
customers' lawns won't be clear until next spring. But if 
scientists who say the 
drought was caused by changing weather patterns 
are correct, the consequences 
could be much more serious. LCOs and mowing/ management contractors 
should carefully review the changes that the protracted, 
blistering heat brought about. Fall marketing literature should make mention of things like the need to maintain insecticide treatments during dry spells and the importance of having 
good nitrogen supply to bring a lawn out of dormancy. We should also be ready to speak intelligently about the "greenhouse" effect that might be causing a shift in weather patterns. Newsweek, in its July 11th cover story, described how synthetically-produced gases, largely carbon dioxide, have been accumulating in the air and holding heat that would ELLIOT MARAS EDITOR otherwise escape into the 
atmosphere. The past summer may have been a natural aberration, the article said, but evidence indicates a warming trend under way. Just what does the "greenhouse" effect mean for the green industries? It means we must be ready to adjust our traditional practices. But there's more. If hot dry summers are in fact here to stay, look 
forward to a renewed environmental conciousness among the populace. And environmental conciousness can be tough on our industry if we do not take it upon ourselves to inform people about our products and services. Hopefully, we've 
already learned that. How to turn summer stress into spring success. You see it every year, without fail. Summer stress takes its toll on turf, resulting in lawns that lack density, color and resistance to damage. But you can turn summer stress into spring success with an effective fall fertilization program that includes Lebanon Professional Turf Products. Lebanon's fall fertilization products like Lebanon Pro 32-4-8 and Lebanon Pro 28-6-12 are specially formu-lated to give better fall color, enhance root growth, 
increase winter hardiness and provide quick green-up 
next spring. Lebanon's quality SCU blends help keep your cus-tomers' lawns at the peak of perfection all year round. Plus they are priced to help you maintain a competitive edge and keep your business growing. For more information on Lebanon Professional Turf Products for fall fertilization, call our Greenline today at 1-800-233-0628 or 1-717-273-1685. LeßSri non TOTAL TURF CARE A division of Lebanon Chemical Corporation PO. Box 180-Lebanon, PA 17042 The concern has already started to snowball. Consider the following: Newsweek followed up its greenhouse article with an update on the ozone issue. Most of you are probably familiar with reports about 
how certain synthetic 
chemicals found in refrigerators and fast-food containers are shredding the protective ozone layer. The following week, Newsweek and Time ran cover stories on a rather new issueŠocean pollution. It's closing our beaches and making fish unsafe to eat. I've also been noticing more updates on acid rain. One issue feeds another. What should our industry do? First, recognize that we, like our customers, are citizens of Planet Earth. We should be concerned about these problems. As an industry, we also need to consider how the concerns of our fellow citizens will affect our livelihoods. Their concerns 
can actually have a positive impact. The reporting on the greenhouse effect and these other issues will put the lawn 
pesticide controversy into proper perspective. These issues are more immediate than the potential threats (if any) posed by diluted lawn herbicides. The public does, however, have the capacity to lump all chemical use in the same 
villainous category. Here is 
where our role as educators comes in. We must be prepared to identify the specific causes of the more 
serious environmental problems. Solutions to the greenhouse effect, ozone 
depletion, ocean pollution and acid rain are frighteningly evasive at present. More money is needed for research. As an industry devoted to enhancement of the environment, we should visibly support such research. But only an informed public, not a misinformed one, will facilitate 
constructive government 
policies. For us, the correct posture is not a defensive one that 
says we are not the problem. Instead, we should be prepared to educate customers and legislators 
about today's environmental problems. To do this, we need to be informed. Start reading. You can reach Editor Elliot Maras at 7500 Old Oak Blvd., Cleveland, OH 44130. Phone: 216-243-8100 Circle No. 117 on Reader Inquiry Card For rapid response, use the peel-off label from the front cover I 101 116 131 146 161 176 191 206 221 236 251 266 281 296 311 326 341 I 102 117 132 147 162 177 192 207 222 237 252 267 282 297 312 327 342 | 103 118 133 148 163 178 193 208 223 238 253 268 283 298 313 328 343 | 104 119 134 149 164 179 194 209 224 239 254 269 284 299 314 329 344 | 105 120 135 150 165 180 195 210 225 240 255 270 285 300 315 330 345 | 106 121 136 151 166 181 196 211 226 241 256 271 286 301 316 331 346 J 107 122 137 152 167 182 197 212 227 242 257 272 287 302 317 332 347 j 108 123 138 153 168 183 198 213 228 243 258 273 288 303 318 333 348 I 109 124 139 154 169 184 199 214 229 244 259 274 289 304 319 334 349 | 110 125 140 155 170 185 200 215 230 245 260 275 290 305 320 335 350 111 126 141 156 171 186 201 216 231 246 261 276 291 306 321 336 351 112 127 142 157 172 187 202 217 232 247 262 277 292 307 322 337 352 113 128 143 158 173 188 203 218 233 248 263 278 293 308 323 338 353 114 129 144 159 174 189 204 219 234 249 264 279 294 309 324 339 354 115 130 145 160 175 190 205 220 235 250 265 280 295 310 325 340 355 iMWN GARE INDUSTRY SEPTEMBER 1988 This card void after Nov. 15.1988 1. CHECK BELOW YOUR PRIMARY BUSINESS AT THIS LOCATION: A. LAWN CARE COMPANY: Read each choice before answering. 10 Ł Chemical lawn care company 20 Ł Mowing/management lawn care company and/or landscape contractor 30 Ł Both chemical lawn care company and mowing/management lawn care company and/or landscape contractor B. SUPPLIER 50 Ł Chemical and equipment dealer and/or distributor C. OTHER (specify) 2. WHAT IS YOUR TITLE? I would like to receive (continue receiving) LAWN CARE INDUSTRY each month: Yes Ł No Ł Signature: _ . Date. BUSINESS REPLY MAIL FIRST CLASS PERMIT NO. 665 DULUTH, MINNESOTA POSTAGE WILL BE PAID BY ADDRESSEE READER SERVICE DEPARTMENT L4WN G1RE INDUSTRY POST OFFICE BOX 6080 DULUTH, MINNESOTA 55806-9780 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES LAWN CARE INDUSTRY SEPTEMBER 1988 TOP OF THE NEWS L a i » TOP OF THE NEWS L a r Eco Soil custom mixes fertilizer blends on-site BY ELLIOT MARAS Editor While most of its com-petitors are diver-sifying into new services, Eco Soil Systems of Lincoln, Neb. is bucking the trend to focus more intensely on the basic lawn care ser-vice Š fertilization. Soil testing and individu-alized custom fertilizer blend-ing are the specialties of this year-old lawn care/golf course management firm. Soil samples are first taken and sent to A & L Laboratories in Omaha, which analyzes lev-els of major nutrients, trace el-
ements, organic matter, pH, etc. (23 total nutrient read-ings.) 'You can get a lot of variation in terms of the needs of each lawn.9 Recommendations are then made for a fertilizer blend de-signed to create the proper nu-trient balance for each customer. "You create the healthiest plant possible, which in turn 
will be more resistant to in-sects and funguses, etc.," says Terry Simpson, company president. "Anyone can get a 
soil test. It's knowing what to do with it when you get it that separates us from other com-panies." Simpson, who studied at the University of Nebraska, says the recommendations are based on the work of several researchers. He notes that a 
recent article written by Nick Christians, Ph.D., of Iowa State University points to the 
importance of iron, sulfur and 
manganese in proper plant photosynthesis. A mix for one client in-cludes specific amounts of 14 
different nutrients and soil 
conditioners: calcium lime, ammonium sulfate, am-monium nitrate, humic acid, 
Calphos (a phosphorous 
source), potassium sulfate, 
sulfur, zinc sulfate, manganese 
sulfate, iron sulfate, copper sulfate, boron, a microbial product, and a trace element foliar fertilizer. The company relies on four different nitrogen sourcesŠ ammonium sulfate, calcium nitrate, ammonium nitrate and potassium nitrate. The 
phosphorous source is soft rock phosphate. "We know as we bring those levels to where we want them, the plant is going to be fairly resistant," says Robert Baty, systems analyst. He says nu-trient levels are often too high 
or too low in many lawns, and most are suffering from com-paction. "You can get a lot of varia-tion in terms of the needs of each lawn," Simpson says. The customized program will enable a reduction in the amount of pesticide treat-ments needed, Simpson says. "The second year you start seeing some change," he says. In the third year, he expects 
significant reductions in the amount of herbicide, insec-
ticide and fungicide needed. All blends include some soil conditioner. Two types are 
used. Humic acid, which helps stimulate microbial soil life In the field: Robert Baty (left) and Mike Williams of Eco Soil Systems take soil samples. and helps make nutrients more available to the plant 
rootsŠand a microbial liquid 
soil conditioner. The humic 
acid is 50 percent carbon, Sim-pson says, which enhances nu-trient and water retention. He stresses that the com-pany is selling a service, not products. All treatments are mixed on-site using a blender. Eco Soil Systems presently serves about 200 residential customers in three deal-ershipsŠKansas City, Mo.; Lincoln/Omaha, Neb.; and Grand Island, Neb. LCI Read this page and save thousands of dollars in your lawn care business (...and keep the EPA happy!) Are you looking for a way to improve your control over your lawn care business? To get more work done accurately, more efficiently? We know you do. SCANA Software Services offers LAWN CARE OPERATOR to improve your operations. LAWN CARE OPERATOR was developed by a lawn care operator tor lawn care operators, so the system adjusts to you and your methods, not the other way around. How do you benefit? Simply, you receive a complete payback of your investment through the savings in dally operations expenses. More specifically you get: * Inventory management and monitoring of chemical applications for the EPA. * An easy way to track resprays and cancellations * On-line use of the system by as many as 8 office workers. Instant customer histories, automatic invoicing and tracking of technicians' performance. The ability to complete as many as 8 separate tasks at one time. A way to control bad-debts expense and alert you to previous non-paying customers. We don't have the space here to completely describe the difference LAWN CARE OPERATOR will make in your operations. We can only say...SCANA 
Software Services, a 3.1 billion dollar organization, is committed to supporting your lawn care business before and after your purchase. We have 
provided the same benefits to other lawn care operators. Now we would like the opportunity to show 
you how the system will work for you. For more information, call: Keene Patterson (803) 782-2226 SCANA Software Services 3830 Forest Drive Columbia, SC 29204 SC^IA Software Services AMCJlMACorrrHnr Circle No. 124 on Reader Inquiry Card 10 SPECIAL REPORT LAWN CARE INDUSTRY SEPTEMBER 1988 MEMOS Funds pumped into search for drought tolerant turf BY JAMES E. GUYETTE Managing Editor The development of drought resistant grasses is taking on a new importance to turf man-agement professionals as more 
clients begin to request lawns 
that can get by with less water. Some parts of the country, like the Southwest, face chronic water shortages, while 
other areas were dry as a bone this summer during the Great Drought of 1988. The extent of turf damage is unknown at this point be-cause many of the varieties grown were developed since the last great droughtŠthe dustbowls of the 1930s. (Merion Kentucky Blue-grass was released in 1947 by 
the U.S. Dept. of Agriculture. The first improved variety 
wasn't patented until 1964, 
when O.M. Scott & Sons re-leased Windsor Kentucky 
Bluegrass.) Breeders are trying to make their grasses more drought tol-erant, yet the varieties must 
also provide a good seedhead to be profitable, andŠmost importantlyŠthey have to 
look good on a customer's lawn. "The proof of the pudding is in the turf," says plant breeder Frederick B. Lede-boer, Ph.D., of Aurora, Ore. He does research for Coker's 
Pedigreed Seed Co. and Turf 
Merchants, Ii^.' Developing and marketing a new grass is not easy. "Gen-
erally plant breeding is slow and difficult work," says Phil Busey, Ph.p., a turfgrass breeder at the University of Florida. "I believe there's no free lunch," comments John Zajac as he describes the frustra-tions involved in the breeding business. "You tell me that the grass never has to be watered, and I'll tell you that something 
else is wrong with it." Zajac, who is president of Garfield Williamson, Inc., 
says a super grass might be lacking in other areas; it could be lousy in winter or spring, or it could attract diseases or in-
sects. And a heavy hitter in the sun could turn into an instant lightweight once it reaches the shadows. "Some of the real good ones will fall apart when you put them in the shade," says Doug Brede, Ph.D., re-search director at the Jacklin Seed Co. in Post Falls, Idaho. "What yard doesn't have at least one tree on it?" Still, improved varieties are being released. "We'll never reach the perfect grass, but we'll just try to approach it," says Prof. C. Reed Funk, Ph.D., of Rutgers University. 
"If we reach that goal we'd be out of a job," he jokes. Bob Peterson of R.J. Peter-son Enterprises in Hillsboro, Ore., worked with Funk on the early marketing of Falcon Tall Fescue, and he too knows the 
difficulties of presenting good grasses: "I should have been a 
weathermanŠnobody cares if you're wrong." Meanwhile, the effort continues toward finding grasses that can present a nice turf without requiring a lot of water. It doesn't have to be an uphill grind.Not with Kubota's F2400 Front Mower. Four-wheel drive delivers traction where you need it most-on uneven, slick or damp ground. No more wheel-spinning means no more turf damage. If you're up against one tough obstacle course, there's rear-wheel steering and independent brakes. Together, they provide the tight-est possible turning radius. © 1988 Kubota Tractor Corporation Then for your mowing comfort, there's our famous clutchless hy-
drostatic transmission^ well as power steering and tilt-wheel. Attachments? You can choose from a 60"or 72"rotary mower,a flail mower, rotary broom, front blade or snowblower. Even a grass 
catcher with 60"and 72"dumping heights.Of course,they're all lifted 
hydraulically. Effortlessly. And its powerful, economical 24hp diesel engine will leave you 
wondering why anyone would own anything less. So if you've got the inclination, just write for our free Grounds Maintenance Equip-ment Guide at Kubota Tractor Corporation, P.O. Box 7020-A, 
Compton, CA 90224-7020. PKUB0TR Nothing like it on earth. Circle No. 116 on Reader Inquiry Card I * Ledeboer: Turf must look good. "Basically it's been a con-cern of ours for quite some time," says Virgil Meier, Ph.D., a turf researcher at 
O.M. Scott & Sons, Inc. "This 
is one of the reasons we re-
leased Chesapeake turf-type tall fescue a couple years ago. It's high on our list of pri-orities." "We're always working on drought tolerance in our re-search," reports agronomist Michael J. McCarthy of E.F. Burlingham & Sons in Forest Grove, Ore. "We'll probably 
see a lot of work continue in ryegrasses." McCarthy is acutely aware of how this year's drought has created an increased interest in reducing the demand on the 
nation's water resources. "Every time a fire breaks out 
in your backyard you become more aware of the heat." The cost involved in main-taining a lawn promises to be-
come a factor in selecting grass seed, McCarthy believes. "As 
water goes up it will put an economic pinch on it." Peterson points out that water shortages are already having an impact, noting that 
some areas in Colorado have fwl 'T*-.: f Ž ;'If . -f Ł A'1*' ti . ' i : : \ V./-Ł J, Ł v STRONG ROOTS is what Andgrow Fertilizer is all about. With our deep commitment to SERVICE and QUALITY, Andgrow is gripping the professional lawn care market with a firm hold. Customer satisfaction is our expectation and we want to be your source of growth. Custom blended granular and liquid fertilizers Ł Industry leading SCU and Organic raw materials Ł Team/Fertilizer combination products Ł Full line of chemical products Ł Pelletized limestone Ł Telledyne Princeton forklift 
delivery service Ł Complete delivery fleet Ł Earty order programs Call Toll-free: 800-426-2827 PITTSBURGH 3150 Stoney Point Road, East Berlin, PA 17316 Circle No. 101 on Reader Inquiry Card anckjro RICHMOND \v s? 12 LAWN CARE INDUSTRY SEPTEMBER 1988 12 banned the planting of blue-grass because its shorter root system requires more moisture to grow. Tall fescues are known for their long roots, and seed ex-perts are quite pleased with the drought tolerance. "Your turf-type tall fescues are being used a lot more where people used to use blue-grass," says Scott Patterson, vice president at the Peterson Seed Co., Inc., Savage, Minn. "The usage of tall fescue is really going up," agrees breeder Jerry Pepin, Ph.D., of Pickseed West, Inc., in Tan-gent, Ore. "It's eating into bluegrass. You can use them where bluegrass doesn't do the McCarthy: Looking at ryegrass. job." "The improved turf-type tall fescues will certainly give you the ability to have a beau-tiful turf throughout the entire growing season," observes Funk at Rutgers. "There's some fantastic tall fescues," agrees agronomist John DeNatteo of Lofts, Inc. "I think we'll see tall fes-cues replacing some blue-grasses and ryegrasses in renovation mixes Š we're going to see tall fescues enter that market," reports Tom Stanley, marketing manager at Turf-Seed, Inc., Hubbard, Ore. Tall fescues have long been popular in the transition zone, but some varieties are being accepted in areas with harsher climates. "Cold hardiness is not a problem with tall fescues, and that's why they're moving up north," says Stanley. "In cool season grasses fes-cues are the answer," says Mike Robinson, president of Seed Research of Oregon, Inc. "We have more and more people using ryegrass as well," 
points out Mark Grundman, 
turf specialist at Northrup King. He adds that his company has some bluegrasses that will do well under dry conditions in 
the northern United States and the transition zone. Two nasty problems. One effective answer. Tnrfcide. Snow Mold. Brown Patch. Two nasty prob-lems that destroy the look of your customers' lush, green lawns. But now there's an effective way to stop them bothŠdown at the roots before they ever get started. Applied before first snow, Turfcide lays down a protective barrier that stops Snow Mold cold. For Brown Patch, apply Turfcide at the first sign of infection, either spring or fall. It keeps disease from spreading and causing permanent damage. And Turfcide also controls other tough fungal diseases, including Dollar Spot and Leaf Spot. So, for lawns that look their best, and make your business look even better, treat every problem lawn with Turfcide. Turfcide.* Stops Snow Mold and Brown Patch. Specialty Products Group Middlebury.CT 06749 Turfcide is a registered trademark of Uniroyal Chemical Gxn parry Read and follow all label directions carefully Circle No. 108 on Reader Inquiry Card According to Richard Hod-nicky, assistant manager of the lawn seed department at the Vaughn Seed Co., tall fes-cues are better suited for a 
backyard that may see of lot of foot traffic. "In a person's front yard they may want to 
stick with a bluegrass." A number of seed experts maintain that tall fescues are acceptable for a customer who wants a drought resistant turf, 
but bluegrasses and ryegrasses are still the best looking. mrs** É Ł /J mif^m Brede: Check out the shade. That may change, however, as breeding techniques ad-vance. "Probably in the next five years there will be tall fes-cues that will compete with bluegrass in appearance," pre-dicts Craig Edminster, direc-tor of research at Interna-
tional Seeds, Inc., in Halsey, Ore. That day might be closer than one might think, says Robinson. "You look at some of the photos of tall fescues and they look like bluegrass lawns," he observes. "If you grow tall fescue the right way you can grow a very 
nice turf," says Robinson. It should be dense to keep the blades from becoming too 
wide, but not too dense. He recommends a seeding rate of 6-8 pounds per 1,000 square Funk: Seeking perfection. feet. Several experts caution contractors to avoid planting 
tall fescues on the basis that 
they require little care to be acceptable to a homeowner. That is not the case. "If you want to market tall fescue as a low-maintenance variety you are not telling your customers the truth," says 
breeder Ledeboer of Coker's and TMI. "You have to take 
care of them to make them Plan now to ATTEND! THE3r* ANNUAL Landscape Exposition October 22-24,1988 Nashville Convention center Nashville, Tennessee ^^^^ in i-îar Produced by -j,^ -j || EXPOSmONS Sponsored by Landscape Management and Lawn Care Industry Magazines pa Plan now to ATTEND! tHE 3rd ANNUAL Landscape Exposition October 22-24,1988 Nashville convention center Nashville, Tennessee in Produced by ^ 11 fl ^ ¡ ¡ EXPOSITIONS Sponsored by Landscape Management and Lawn Care Industry Magazines LAWN CARE INDUSTRY SEPTEMBER 1988 MEMOS 2. Roundup look good." Edminster concurs, adding that a contractor will have to use different cultural methods than he or she might be used 
to. "You cannot manage this species like you manage blue-
grass or ryegrass in Cleveland, Ohio," he says as an example. "Some of the maintenance aspects are going to have to be adjusted accordingly," says Edminster. "It will bomb out, I assure you, if we do a poor job on this." In regard to different care standards, he points out that a tall fescue lawn should not be cut too short. In addition to altering their lawn management techniques, contractors are urged to avoid 
using the Kentucky 31 com-mon variety. The experts say you should purchase proprietary, or name-brand, fescues. "People are foolish to use a common varietyŠabsolutely foolish," claims Zajac at Gar-
field Williamson. "It would give tall fescue a bad name," says Robinson when discussing the common 
variety. He believes it is inferior, and so does McCarthy at Bur-linghams. K-31 is expected to be more expensive this year because of drought damage to 
the crop, but normally it's 
cheaper than the proprietary types. Says McCarthy: "You get what you pay for." (In June the wholesale cost of K-31 nearly doubled as it became apparent that the Missouri/Kansas harvest would be way off. Also, some farmers have driven up the de-
mand by planting K-31 as a 
forage grass place of the 
ruined corn crop, according to 
Art Wick, vice president of re-search and development at LESCO, Inc., in Rocky River, 
Ohio.) The K-31 can be appropri-ate for some applications with the customer's permission, says Mike Bailey, president of Super Lawns of Gaithersburg, Inc., in Maryland. He seeds it at a heavy rate on large Washington-area es-tates where the owners will ac-
cept a low-maintenance grass. Bailey says it will stand up to the rigors of "pool parties, 
concerts, deer and horses" 
that one might find in the na-
tion's capital. According to the Oregon Fine Fescue Commis-sion, fine fescues have the most shade tolerance and 
the lowest fertilizer and moisture requirements of any cool season grasses. Fine fes-
cues are also used for overseed-ing Bermudagrass lawns 
during southern winters. At Van Der Have Oregon, Inc., "We market quite a bit of 
hard fescue in Canada," re-ports General Manager T.R. Skogley. "They're much bet-ter from a winter-hardy stand-
point." Hard fescues are generally the most expensive of the fes-cues, Skogley says. "You have 
to pay a premium (to the grower) to get it produced." Usually a hard fescue seed production field does not last as long as other varieties. "We like to think of a three-year program and that's it," Skogley explains, adding that the seed yield decreases each 
year. Dwarf tall fescues that re-quire reduced mowing levels are attracting a lot of attention from turf researchers. One question that needs to be resolved by breeders is 
whether the long roots become shorter as the blades become smaller. "There's no evidence that tall fescue can hold onto its stress tolerance as we make it smaller," says Jacklin's Brede. "We believe that tall fes-cues should be stress toler-ant," observes Brede. "That's 
what made it popular and that's the way it should stay." Sometime next year Lofts is expected to release Rebel Junior dwarf tall fescue. "There is some loss of drought tolerance in using dwarf fes-cues," says agronomist De-Natteo. He adds that although the roots are smaller, "It's still better than ryegrass or blue-grass. It's a minor problem." The Cascade International Seed Co. in Salem, Ore., is working with Jonathan Green and Rutgers' Funk toward de-
veloping a lower-growing tall fescue, according to Irv Jacob, 
Cascade's president. The unnamed JG-37 vari-ety comes from the North, where the days are longer than in the South. When the grass is moved to the South, it is tricked into low-growth, Jacob 
explains. "They're not a dwarf plant," he continues, "but they (the blades) elongate more slowly because they want a longer day and they don't get it." Funk used the same idea when he developed Nugget Bluegrass, which originally 
came from Alaska. "There is this differential response to daylight." LCI Quality Turf Products Green-Up Your Bottom Line Lawn renovation can be a profitable addition to an LCO's services, but like other programs, satisfied customers are the key to continued success. Along with professional tech-nicians, proper equipment and timely service, the grass seed used make the long lasting impression that creates referrals. And Turf-Seed, Inc. has the premium quality seed for your program ... in your region. Ask for these products by variety name ... because it's really yotir name that's on the line. Northern Turf Renovation Perennial Ryegrasses Citation II Ł Birdie II Ł Omega II Ł Manhattan II Ł CBS II Blend Ł 246 Ł 2DD 2HH 'Charger' Kentucky Bluegrass Midnight Ł Challenger Ł Columbia Ł Galaxv Blend Southern Turf Renovation Tall Fescues Olympic Ł Apache Ł Monarch« Silverado Ł Eldorado Ł Murietta Ł Triathalawn Blend Perennial Ryegrasses Citation II Ł Birdie II Ł Omega II Ł Manhattan II Ł CBS II Blend Ł 246 Ł 2DD Ł 2HH 'Charger' TURF-SEED, INC. PO Box 250, Hubbard, OR 97032 FAX 503-981-5626 TWX 510-590-0957 1-800-247-6910 Circle No. 126 on Reader Inquiry Card Home lawn two months after overseedincj with Turf-Seed ryegrass and bluegrass products. Pepin: Consider fescues 16 TODAY'S TURF LAWN CARE INDUSTRY SEPTEMBER 1988 MEMOS Preventing long-term drought damage BY ANTHONY J. KOSKI Throughout many areas of the country, July rains brought relief and "new life" to dormant, drought-stricken lawns. The incredible ability of these turfs to recover and resume "nor-mal" growth has made the 1988 drought nothing more than a bad memory in the minds of many homeowners and LCOs. However, careful thought about the workings of the 
turfgrass plant, as well as of those pests affecting the qual-ity of lawns, might lead one to speculate about future, long-term effects of the recent drought on lawns. Effects on the turfgrass plant The recuperative ability ex-hibited by these recovering 
lawns is testimony to the fact that the grass plant can and does store nutrients and en-
ergy reserves for use in re-
covering from stress and injury. It is possible, however, that the amount of energy ex-pended during recovery has left the surviving turfgrass plants dangerously low in re-serves as the fall and winter months approach. Any further stresses in-flicted during this fall, such as 
those caused by scalping, in-sect/disease damage, nutrient 
deficiencies, fertilizer burn, pesticide misapplication, or 
even another drought event, could totally deplete energy 
stores and result in substantial turf loss. Even more far-reaching is the potential for damage re-sulting from a very dry and/or cold winter and the capacity for the turf to recover from 
such damage during next 
spring. It is essential that proper cultural practices, including late-season fertilization, sen-sible mowing, and adequate fall irrigation be instituted this fall in order that the turfgrass plants can accumu-late energy stores and enter the winter in as good con-dition as possible. The green and healthy ap-pearance of recovered turf can also be misleading if one con-
siders the possible effects of 
the drought on root growth. It is quite likely that root death was severe during the drought. Although new roots are pro-duced during recovery, the depth and mass of roots under 
drought-affected turf areas 
this fall in all probability will 
be less extensive than if the 
turf had not been drought-stressed. A turf with a less extensive root system will be the first to be adversely affected by excess 
thatch, soil compaction, nutri-ent deficiencies, and saline 
conditions. Fall core cultivation can improve water and air move-ment into thatchy turfs or compacted soils. The cultural 
practices mentioned above to encourage the accumulation of 
energy stores in the plant will also promote healthier, more 
extensive root growth. Pest-related problems As is obvious to all LCOs, insect populations can vary considerably from year to 
year. Some insects, such as chinch bugs, sod webworms and armyworms appear to flourish under hot, dry condi-tions. At present, it is difficult to impossible to predict future 
insect problems based on pres-ent or near past populations and weather conditions. It is likely that other factors, be-
sides climatic conditions, are 
also important in determining if and when insect populations peak. Nevertheless, it is impor-tant to remember that a weak-ened turf can be damaged more quickly and visibly, and by fewer insects than a vig-orous, healthy turf. Therefore, LCOs should pay special at-tention to the presence of in-sect pests on turf that is 
recovering from the drought. This attention should ex-tend at least until next spring, since the turf areas that they will be dealing with may still 
be in a weakened state. Insect populations which would be considered to be of little concern on a vigorous turf during a normal year 
could cause significant dam-age to a weakened turf. Weed problems are some-About the Author Anthony J. Koski, Ph.D., is assistant turfgrass professor at 
Colorado State University. These we waste. Introducing CHIPCO1SEVIN k brand SLcarbaryl insecticide, the only grub control material available to professional lawn care operators that is effective, economical, and environment-ally sound. CHIPCO® SEVIN* brand SL provides consistent and effective grub control. At a cost no greater - and usu-ally less- than anything else on 
the market. Plus you get the peace of mind that comes with knowing CHIPCO*SEVIN* brand SLis al-so widely used for the control of mites, ticks, and fleas on poultry, pets, and game birds. So it's ideal for use on lawns, parks, golf courses, or any ©1988 Rhône-Foulenc Ag Company, 2 T.W. Alexander Drive. Research Triangle Park, NC 27709. CHIPCO", SEVIN * and RONSTAR * are registered trademarks of Rhône ftxilenc. As with any crop protection chemical, always read and follow instructions on the label. LAWN CARE INDUSTRY SEPTEMBER 1988 17 Renovation of drought-damaged lawns will likely be a common occurrence this fall. what more easily predicted, based on the past history of specific sites. In general, how-
ever, one would expect more frequent and/or severe weed problems as a result of the drought. One reason is that a 
thin, weakened turf is more susceptible to weed invasion than a healthy, competitive 
turf. Unless the competitiveness of drought-injured turf is en-hanced this fall by proper fer-tilization and timely irriga-
tion, the incidence of winter annuals (chickweed, henbit, some oxalis and speedwell spe-
cies) could be expected to be of 
greater importance. If this weakened condition is carried over into next spring (or is exacerbated by a severe winter), perennial weeds and 
the summer annual grasses and broadleaves will be more 
of a problem at that time. A second reason that drought conditions may in-crease weed problems is re-lated to efficacy of herbicides applied to prevent or control 
weeds. The failure of pre-emergence herbicides during 
the past summer would not be unexpected if sufficient rain-fall/irrigation to get the her-bicides into the germination zone was not provided. Germination and growth of summer annuals (such as 
crabgrass, foxtail, goosegrass, 
spurge) can sometimes be stimulated by timely rainfall which is too light to activate preemergence herbicide activ-ity. They can grow and repro-duce under the hot and dry conditions which force cool-season grasses to become dor-mant, thus creating a reservoir of new seed to fuel next year's weed problems. Similarly, postemergent herbicides applied to weeds growing under droughty con-ditions are often only mar-
ginally effective. Thirdly, deep-rooted pe-rennial weeds such as bind-weed and Canada thistle will 
thrive in a dormant turf. Dry conditions do not greatly af-fect these species since they can extract water from very 
deep portions of the soil. Aside from timely herbicide applications, one of the most 
effective ways to keep weeds of this type in check is to main-
tain a vigorous, competitive 
turf. Establishment related problems Renovation of drought-damaged lawns will likely be a 
common occurrence this fall. Newly-seeded lawns will al-
most certainly have their share of winter annual weed problems. Proper mowing, fertiliza-tion and irrigation to encour-age the turf to fill in voids as these weed species die in the spring will often suffice in lieu of herbicide use. Annual 
grassy weeds are often a prob-lem on lawns that were estab-
lished (from sod or seed) the previous fall. When considering pre-emergence herbicide use on 
turf established the previous fall, the user should be aware 
of all label restrictions for the 
use of individual products on young turf. Drought-weakened turf which enters the winter in ap-
parently good condition might be killed in some areas by se-vere winter conditions. This 
would necessitate springtime renovation of dead areas. Establishment of turf dur-ing this time narrows the 
choices of preemergent and postemergent herbicides available for use by the LCO 
on young turf. Drought's effect on the customer This fall, and throughout next season, be ready to ad-dress customer concerns re-
garding the possibility of 
another drought and accom-panying water restrictions. Those establishing new lawns 
will likely be interested in the use of species, such as the turf-type tall fescues, which can more successfully avoid the ef-
fects of drought. This can also be an ideal time to reinforce in the cus-
tomer's mind those practices 
under their control which en-
courage vigorous turfgrass growth, including: 1) Proper mowing height and frequency for the turfgrass species in question, and 2) irri-
gating according to species re-quirement and local soil 
conditions. Be prepared for changes in watering habits of customers. Some may overwater with the 
mistaken notion that they are "storing" water in the event that another drought may oc-
cur. At the other extreme, those relying on their own wells as an irrigation source may be justifiably reluctant to water their lawns, especially if the wells have not recharged sig-nificantly by next spring. It is important that the LCO educate the customer re-garding possible effects of too much or too little water on fer-tilizer use efficiency as well as 
preemergent herbicide 
efficacy. LCI These we dont. area frequently used by people and animals. And with CHIPCO* SEVIN® brand SL, you not only get ef-fective control of the white grub complex, but 27other turf pests, as well. Including tough ones like chinch bugs, billbugs, army-worms, and sod webworms. Ask your chemicals supplier for CHIPCO k SEVIN k brand SL carbaryl insecticide. CHIPCO* SEVIN * brand SL is a product of the CHIPCOK line that includes CHIPCO* brand 26019 fungicide and CHIPCOK RONSTAR* brand 2Gpre-emergent herbicide. fP RHÔNE POULENC AC COMPANY Circle No. 108 on Reader Inquiry Card 18 COVER STORY Circle No. 300 on Reader Inquiry Card ŠŁ LAWN CARE INDUSTRY SEPTEMBER 1988 aaaaaaaaHaaBa¡ Bailey: Aboard the Seeding Combine made of stainless steel by his company; it aerates, slices, seeds, fertilizes, sprays and rolls. DROUGHT from Page 1 Wis. "Here you have an oppor-tunity to sell a serious lawn renovation." Kujawa compares the situa-tion to a car that's been in a wreck: It's often better to paint the whole thing now, rather than trying to merely touch-up the worst 9pots. "You have to be creative with this," Kujawa stresses. Renovations can be a big money producer. "They are definitely profitable for com-mercial operators," maintains Bob Moses, president of CTL Corp. in Council Grove, Kan. Success depends, though, on whether the service "is pro-moted and priced correctly," Moses says. However, contractors are warned to avoid "biting off more than they can chew" when seeking renovation work. "To diversify like that you have to have good support personnel," explains Mike Bailey, president of Super Lawns of Gaithersburg, Inc. "You have to anticipate fol-lowing through automatically 
or you will not get the results that you and the customers ex-pect." Bailey says that 99 percent of his properties get renovated each fall because he includes 
that service, if needed, in the 
yearly contracts. Watson: Ring doorbells. "That's part of what I sell," he says. "That's the chance I take." Extremes in the climate do not bother Bailey. "It tends to 
increase my business," he says, citing a growth rate of 
about 30 percent over each of 
the last three years. "This is the third year of drought," Bailey points out. (His business is in the Wash-ington, D.C. area.) "I'm get-ting used to itŠand so are the lawns. It's amazing what a grass plant can do, especially these turf-type tall fescues." Bailey plants a lot of fescue lawns, and he suggests other contractors consider them if the climate is right. "It creates a special market because peo-
ple are getting fed up with all these different grasses. I really feel strongly about that grass being the grass of the future-replacing bluegrass in home lawns." Everyone seems to be in agreement that the best time of year to do renovations is in the fallŠnot the spring. "The competition from an-nual weeds in the spring is a tough thing to deal with," says 
John Hopko, turfgrass spe-cialist at Northrup King. Also in the spring you have varying soil and air tem-
peratures, and any bare ground is subject to heavy rain and erosion, plus the summer heat comes too quick: "June and July can get very stressful and that plant is still very young at this point," Hopko states. Water still promises to 
be a major player in the health of lawns this fall. "Some way or an-other they're going to have to get some moisture on it," says Watson at Toro. If you live in a northern climate, do it this 
month. "Make certain that your lawn goes into the winter months with adequate 
moisture in the soilŠeven if you do nothing else," Watson urges. "A 10-day drizzle would solve a lot of it," reports Earl J. Crane, owner of Earl J. Crane, Inc., & Associates in Tiffin, Ohio. Using a hydraulic seeder can help guarantee that enough water gets on the turf, plus it can save time and money, according to Neil Re-inecker, vice president of sales and marketing at Reinco, Inc., Plainfield, N.J. (Other makers of hydraulic seeders include Finn, Hydro-turf and Bowie.) "One of the advantages is that while you are seeding you are also watering," he says. Wetting agents, fertilizer and lime can also be put down. "You can apply all the amend-
ments in one spray applica-tion," Reinecker says. He adds that it costs about 2 cents per square foot, including materi-als, to operate the unit made by his company. To prepare the ground "you should scratch the surface of the soil," Reinecker points out. Contractors are cautioned not to get carried away with 
site preparation. "Most people 
think they have to tear the hell 
out of it," says Watson. "Severe dethatching would be the wrong approach," Wat-son adds. "If you start tearing it up you're going to do more 
damage than good." One disadvantage to too much digging is that weed 
seeds and other undesirable materials could be brought to the surface. Kujawa likes using a tiller made by Deere & Co. "It's really slick," he explains. "The tines are L-shaped so they don't dig very much. Set prop-erly, you can just till the top 
one-fourth inch to one-half inch of soil." Slitseeders, or seeder-slicers, are valuable tools to have on hand, according to the experts. "I think the only adequate way to get that seed in there is 
to slice it in the ground," says 
Jeff Mack, vice president of equipment at LESCO, Inc., Rocky River, Ohio. "You have to open up the soil to get it in there by slicing it in." Mack's company is market-ing a new Turf Renovator ma-chine that functions as a 
dethatcher, slicer or slicer-seeder. Such a device results in the contractor "re-inoculating 
the thatch with micro-organ-isms," he says, "the micro-or-
ganisms help decompose the thatch." OMC Lincoln/Cushman-Ryan is introducing a new product that combines power raking, dethatching and over-
seeding. The "same pass" unit 
is called the Ryan Mataway Overseeder, and the seeds are planted via clear plastic tubes that allow the operator to keep 
close tabs on the job at hand. The machine has a disk blade that opens a furrow. "The disc rolls it (the seed) down into the ground," says Mack: Attack the thatch. the company's Bob Brophy. Brophy observes that when broadcasting seed, a 30 per-cent germination rate is con-sidered good. That figure jumps to 80 percent when a power seeder is used. "For the seed they're wast-ing they can go buy a piece of equipment that will do the job right," Brophy points out. The Feldmann Engineering and Manufacturing Co., Inc., Sheboygan Falls, N.Y., is pro-ducing a machine that in-
cludes "everything in one," according to Vice President Myrtle Feldmann. A 25-inch swath makes the device easy to move through gates, and it functions as a soil scarifier, 
sod slicer, aerator, plugger or 
tiller. (When buying equipment check with your local dealer, 
but some other manufacturers of turf renovation tools in-Editorial Information Services If you are interested in obtain-ing any available or additional editorial information research or reference materials published in this or previous issues, please direct your inquiries to Kathleen Maciuszko at (216) 826-2839, ext 839. elude Brillion, Brouwer Turf Equipment Ltd., Classen Manufacturing Co., Dedoes Industries, Exmark, Gandy, Greencare, Hahn, Inc., Inter-national, Jacobsen, Mar-uyama, Olathe, Roto-Hoe, Salseo, Snapper, Terracare and Westheffer. (Also, keep in mind other pieces of equipment that you might need, such as vacuums, mulchers, spreaders, etc.) Is it a good idea to rent or lease, or should these assorted 
machines be purchased? "You've got to sit down and say, 'What am I paying now for rentals and what am I mis-
sing (in regard to renovation opportunities),suggests George Kinkead, marketing sales director at Turfco Manu-facturing, Inc., Minneapolis, Minn. If you decide to buy, "the unit should pay for itself in a year." Monsanto's Roundup is playing an increasing role in renovation projects. It is particularly useful on lawns that require only spot treatments, says Steve Bizon, 
president of the Bizon Main-Bizon: Use Roundup. tenance Co. in Wilsonville, Ore. "It's a good way to spray out the bad grasses and put in ad-
ditional seed," Bizon states. "You wouldn't commonly 
spray out the whole lawn, but we have done that." Bizon warns against tack-ling a lawn that is too far gone, or that has a severe thatch problem. "Be sure that the lawn is salvageable before you try to salvage it," he says. "If it's that bad you should cut the 
lawn out and re-sod." The company charges $25 an hour for renovation work, 
and the costs are estimated at 6 cents to 10 cents per square foot. Bizon reports that the Roundup can be applied, say, at 8 a.m., and by 9 a.m. the seed can be applied. "You don't have to wait for the lawn 
to die before you seed. The grass comes right back in." Monsanto, however, rec-ommends that a longer wait-ing period (at least three days) be followed before disturbing the weeds and grasses. Using a chemical renova-tion method with Roundup can save a contractor money in equipment overhead, ac-cording to David L. Mc-Laughlin, marketing commu-nications manager for indus-trial products at Monsanto. The company makes an excel-lent slide presentation de-
scribing recommended reno-
vation techniques. The Professional Lawn Care Association of America 
has a video available that takes a detailed look at aera-tion. The program was made 
by Sal Rizzo, president of Salsco, and he reports that contractors are "buying the tape and plugging it into the customer's VCR" when mak-ing sales presentations. A 
booklet also is available. LCI Stalford returning to seed farming HALSEY, ORE.ŠHarry Stal-ford, the well-known product manager at International Seeds, Inc., is leaving the seed 
marketing business to become a grower again. "I'm going back to the farm," says Stalford. "It sounds kind of crazy to be out in 105 degrees, but I grew up on a farmŠI feel more 
comfortable on a farm." LCI CUSTOMER RETENTION Profit Opportunity For The 90's , W M Elliot Maras As editor of LAWN CARE INDUSTRY magazine, Elliot Maras has visited with hundreds of LCOs from coast to coast in the last two years. He is a 
frequent conference speaker, 
addressing industry trends and dealing with the media. Introduction Professional lawn care is at a crossroad. As it enters its second decade as a nationally-recognized service, it emerges from its fast-growth stage to a slower-growth stage. Marketing takes on a different meaning. In a fast-growing industry, companies work at trying to reach the new customer. They look for ways to sell the benefits of their service to consumers who have never received it. But when the pace of customer acquisition slows, the astute manager takes a closer look at how his service is perceived by existing customers. Marketing no longer simply refers to selling the company's service to new 
customers, but to existing 
customers as well. Do your customers think that all lawn care companies are the same? Are your technicians 
prepared to answer questions customers are most likely to ask? Is there a plan in place for 
measuring customer satisfaction? LCOs that answer "no" to the first question and "yes" to the other two will have the lowest rates of customer attrition. They will sustain high profitability in the face of rising costs and a more competitive market. But let's face itŠbuilding customer loyalty isn't easy. Customers today are being solicited by more lawn care companies than ever. They are also being bombarded with reports 
questioning the safety of lawn pesticides. The Dow Chemical Co. has taken a careful look at how LCOs establish trust among their customers. There are many things they can do to build this trust, but the one LCOs cite most frequently is providing effective weed control. A Dow study showed that 25 percent of all service cancellations were due to poor weed control, making it the greatest cause of Marketing no longer simply refers to selling the company's service to new customers, but to existing customers as well. customer loss next to customer relocation. LCOs cited three steps to combat this problem: 1) Customer education: fostering more realistic 
expectations among customers; 2) Better training of employees; and 3) Selection of more effective products. Programs designed to accomplish these objectives require a significant investment of time and/or money. On the operations end, the LCO must keep abreast of the new developments in weed, insect and soil science research. On the 
business side, he needs better information management systems to identify service problems. All of these areas are fully addressed in the pages that follow. Regulatory requirements such as pre-notification, customer contracts and worker training 
documentation will augment the implementation of these systems in many states. The investment will pay offŠin stronger customer loyalty. Improving Your Bottom Line Returning to your customer's lawn to diagnose a problem and retreat that lawn can cost you time, money and revenue opportunity, 
and may even lead to a cancellation of * service. Current estimates indicate that 10 to 12 percent of your total customer base will call you back at one time or another about a problem, usually due to poor weed control. And industry wide, the customer cancellation rate has in-creased over the past 10 years from 15 percent to as much as 35 percent. What are the reasons for those can-cellations? A survey sponsored by the Dow Chemical Co. found that about 25 per-cent were prompted by poor weed con-trol. Only customer relocationŠan un-controllable factorŠranked higher on the list of reasons for cancelling. The problem of growing consumer dissatisfaction is significant, but it can be overcome. What can you do to reduce your call-backs and cancellations? Ł Know your costs of doing business and acquiring new customers. Ł Use quality equipment and appli-cation techniques. Ł Know how your products work and how given climatic and agronomic conditions will affect the way they work. The use of premium herbicides and in-secticides also improves customer re-tention. The actual cost is less than you might think. Ł Train your technicians to provide the best possible service. A key to fewer callbacks, experts say, is how well that 
initial application is put down. Techni-cians are the heartbeat of any lawn care company. Ł Educate your customers about the lawn care process because many don't really understand it. Callbacks and can-cellations are sometimes caused by mis-
communication or no communication. Your customers' expectations may be too high. Or perhaps they have been inadvertently misled. A certain amount of callbacks and cancellations are inevitable in this busi-ness, but they can be reduced. Make 
sure their reduction is your top priority and you'll find that your bottom line will soon be looking better. The information on the following pages goes into greater detail and will 
provide you with ideas on how to im-
prove your customer retention efforts. A certain amount of callbacks and cancellations are inevitable in this business, but they can be reduced. Make sure their reduction is your top priority and you'll find that your bottom line will soon be looking better. SIOHAU Consultants Tell It Like It Is Rudd McGary Rudd McGary is a senior partner with All-Green Management Associates, a Columbus, Ohio-based consulting firm. Ł Is service extension one way to keep customers on board? MCGARY: It's one way to keep them on board, but the type of extension must be focused. Be aware that the buying patterns for different services are not 
necessarily the same. If you simply ex-
tend for the sake of having something new, it doesn't mean you will keep the customers you have. Understand how consumers buy different services and products. I've seen some lawn care com-
panies make the mistake of assuming that they would have the same con-sumer base for both lawn care and new 
services. This simply isn't true. Ł Why should LCOs educate consumers on what they can expect from a treatment? MCGARY: There's an old line which says that people don't buy products, they buy products of the product. With services, they don't buy services, they buy expectations. The key is to set up the expectations so the results match those expectations. It takes trained ap-plicators who know what is happening to the lawn and are able to explain to the consumer what the results will be. From a customer education standpoint, LCOs should avoid overstepping the bound-ary of the company's ability to deliver the service. Once that happens and an applicator starts to promise things that 
are beyond the technical capability of the company, the retention rate falls. 
The consumer sets expectations that are not met. Ł How can LCOs address customer expectations? MCGARY: Customer education gener-ally falls in the sales process which is the first communication with the company. Follow up with a call after applications have been done and ask about satisfac-tion and if they have any problems. By continuously asking the consumer if they're satisfied, you do two things. You continue the communication process and get rid of what's known as "post-purchase dissonance." They are buying a service that is basically invisible. When someone comes out to treat, there are no immediate results. The con-sumer is wondering what he spent his money on. If you are able to communi-cate what is going to happen in a written or verbal form, then you have a much higher chance of matching that expecta-tion with the results. Ł How important are follow-ups? MCGARY: Companies that follow-up are much more successful in minimiz-ing their cancellation rates. If you look at a basis of marketing and the ability to attract and retain customers, the reten-tion factor will be crucial in mar-ketplaces where you're getting more and more competition. Those companies that can retain customers are better able Those companies that can retain customers are better able to have superior growth rates. to have superior growth rates. They 
don't have to go out each year and make up for the people they lost in addition to adding new customers. Ł Is it smart to cut corners by skipping an insecticide or herbicide application to save a few dollars? MCGARY: Only if you want to lose customers. It's not smart to do that if you're going to be in the service busi-ness. Remember you're a professional and must make sure customers receive optimum treatment. That's one of the ways to guarantee growth and pro-fitability. Ł What is the importance of leave-behinds or other literature? MCGARY: When you're producing a leave-behind, keep in mind it should focus on something that will happen to 
the consumer fairly quickly. It also can't be self serving. In other words, if it's 
simply a sales piece, it's not likely to be read. Very little copy should be used and 
it should be clear to the consumer. We often see companies with good technical people who write as if everyone had a Ph.D. in agronomics. The consumer wants to know why the lawn is not green, why there are weeds, what's going to happen. If you can explain that with leave-behinds, that is helpful. Lawn maintenance tips are helpful. It is not effective to give the customer a leave-behind only once. It takes several times to get the consumer aware of the things he or she can do in order to help the company help their lawn. Ł Is a customer newsletter worthwhile? MCGARY: If they are actual newslet-ters, I think they are good. We've seen 
too many "sales" newsletters preaching the value of the company. If you're going to do newsletters, it should be real information that is useful to them and not necessarily to you. You are setting 
up credibility by offering information on aspects of lawn care that you're not going to directly service. But by showing people you're interested in their whole outdoor environment, you can create a strong company image. Ł What is the importance of portraying a good image? MCGARY: I believe it's crucial. As an 
industry we have to understand that peo-ple make choices not only among com-peting companies, but whether or not they want to do it themselves. One of the key elements in the buying process is the image we have of the company. The im-age doesn't necessarily match up to real-ity. Good companies can have bad images and bad companies can put out good images. The company image is a correlation between the communication 
that goes out, the communication with customers, the ability to follow up, the way your people are dressed, the way you show up on the property and the vehicle you drive. One of the key issues for any 
company that wants growth is to be 
aware that consumers do talk to each other. If they are pleased, and if that matches their personal image, then they are more likely to buy from that com-pany, as are their neighbors. Ł Is it important to use quality chemicals, fertilizer and equipment? MCGARY: We have done some re-search on whether or not the consumer 
knows what you are using. If you're going to use sloppy equipment, con-sumers will see that. The company im-
age will be damaged. Keep in mind price is not the only variable on which people base their buying decisions. If you're 
able to use materials and equipment which help to get results they are expect-ing, that's a big factor in your marketing plan for both growth and retention. Ed Wandtke Ed Wandtke is a senior partner with All-Green Management Associates, a Columbus, Ohio-based consulting firm. Ł Do you feel the lawn care industry is maturing? WANDTKE: The fact that the industry is maturing is evident by the slowing down of growth throughout the indus-try. During the past 10 to 15 years, com-pound growth rates of 20 to 25 percent 
have been normally achieved by most companies. Currently we are seeing the 
growth decreased to 5 to 10 percent com-pound growth. Near maximum pen-etration has been achieved in the major markets and the balance of the markets to be penetratedŠmainly small volume marketsŠresult in much lower growth rates when you look at the industry as a 
whole. Ł Is marketing for new customers becoming more expensive? WANDTKE: The cost to obtain a new customer is approximately $70. We ex-pect that to continue to rise since cus-tomers are getting smarter. They are asking for more estimates and con-sequently LCOs will run more estimates than in the past and close at a lower rate. Sales closing rates in the past had been running at about 90 percent of the quotes made, but now that's been re-duced to about 60 to 75 percent. Ł What problems does that present for LCOs? WANDTKE: When the industry was growing, management and operating in-efficiencies were hidden by growth. As growth subsides, better management practices are needed. More attention 
needs to be placed on profitability. When the opportunity to grow from the attraction of new customers slows, as it has in the past three years, a company needs to refocus its attention even more actively on retaining current customers. The customer you have really wants to stay. He's generally willing to change 
only if you fail to deliver what you promised. Ł What is the industry average cancellation rate? WANDTKE: Based on more than 10 years experience in the lawn care indus-
try, I've seen cancellations increasefrom 15 percent in the early days to about 35 percent today. This reflects a higher level of consumer dissatisfaction with 
the quality of service and many other factors that were not evident in the early 
years of the industry. Ł What are the common reasons for customer cancellations? WANDTKE: Some key reasons for can-cellation are uncontrollable and include relocation and death of the property owner. Cancellations occur because the agronomic program being delivered may not meet the needs of that market. It's been diluted by reducing the quan-tity of nitrogen being delivered or using 
cheaper, ineffective herbicides and in-The customer you have really wants to stay. He's generally willing to change only after you fail to deliver... secticides. As you cut costs on materials, 
the results that the homeowner sees start to be less different than prior to the 
application, and consequently, a home-owner may cancel because he isn't satis-fied with the program. Customers also cancel due to better marketing by an-other company. Firms seeking new ac-counts ask the customer using another company what they need and then come 
back and market their service based on those findings. When the service is per-ceived as too expensive for the benef> received, some customers cancel. A., servicing a lawn three or four years, it's 
difficult to show visible improvement in 
color. And so, customers cancel because they feel they no longer need that firm. Ł What is the importance of customer losses on the bottom line? WANDTKE: It costs approximately two times the price of retention to attract a new customer. The cost of attracting a 
new customer is roughly $70, whereas the cost of retention is about $35 a cus-
tomer. Ł Explain the importance of accurately tracking customer losses. WANDTKE: To identify the areas of market being serviced. To identify a technician or route which has constant customer service problems. To track the reason for cancellations. To identify areas where satisfaction with the com-pany is high. To identify areas where technician turnover and high customer turnover is occurring. That will allow you to see if there is a correlation be-tween employee and customer turn-over. Ł How would you suggest LCOs monitor customer losses? WANDTKE: There are many computer programs that summarize customer cancels by week and by month, indicat-ing the number of cancels and reasons 
for cancels. Programs summarize can-cels by technician and by geographical area. Such programs are available from many computer firms. LCOs who are 
not computerized now should consider the benefits of this type of information when making their decision to buy a computer. Ł What do you suggest as a follow-up when a customer 
cancels? WANDTKE: When the call is received by the office, I'd recommend someone return the call to confirm the reason for 
the cancel. In addition, some are finding it sufficient to mail out confidential questionnaires to people who have can-celed and ask them to provide candid information on the quality of service, 
technician, and reason they ieft. Ł What effects do callbacks have on customer retention? WANDTKE: Customers are forgiving of mistakes. One callback a year will not irritate a customer enough to cancel. But increases above that level and the customer starts to doubt the effec-tiveness of the company service pro-gram. Either the products are not adequate or the technicians do not know what they're doing in servicing a 
property. Multiple callbacks will gener-
ally be irritating enough to a customer to result in a cancellation either this year or probably right after the first application the following year. Ł How long must a new customer be on the books before the LCO realizes a profit? WANDTKE: In four-application mar-kets, three should result in a break-even cost for attracting a new customer. In five-application markets or more, after about 3.8 applications have been per-formed the costs to attract the customer will be recovered. There's an easier way to stop surface feeding insects. It's called DURSBAN* turf insecticide. Not as satisfying, perhaps, as batting the bugs with a polo malletŠbut a whole lot more effective. Broad-spectrum control that lasts. DURSBAN insecticide is the most effi-cient way to control surface-feeding turf insects. It's labeled for use against a broad spectrum of pests that attack turf, ornamentals and shade trees. And its residual power keeps them under con-trol for weeks. No wonder it's the favorite of leading LCOs across the country. Part of the "hit list," DURSBAN is particularly effective against billbugs, chinchbugs, sod webworms, cutworms and armyworms, among others. And because DURSBAN TURF INSECTICIDE it bonds tightly to turf as soon as it dries, DURSBAN stays where it's applied. Won't wash away with rain or sprinkling. Packaging options. DURSBAN turf insecticide is available as an emulsifi-able concentrate in 2.5 gal. plastic jugs and 55 gal. drums. If you prefer a wet-table powder, you can get the same efficacy in DURSBAN 50W, now offered in water soluble packets, pre-measuicJ for the simplest, quickest mixing ever. Why horse around? Control surface feeding inse the easy, sure way. With DURSBAN tUK nsecticide. T&lk to your distributor today. Attention Mways read the label before use and carefully follow all label directions and precautions. "Iïademark of The Dow Chemical Company Circle No. 302 on Reader Inquiry Card Analyzing and Identifying Actual Costs Ł HOW TO CALCULATE YOUR OUT-OF-POCKET COSTS PER CALLBACK Example Your Figures A. Total Customers 1,000 B. Production Labor $68,000 C. Chemicals $27,200 D. Vehicle Expenses $ nnn E. Operating Expenses $ 38,400 F. Total Expenses = (Line B+C+D+E) $i7n nnn G. Total Regular Applications (1,000 Customers/4 applications each) 4,000 H. Callbacks (8%) + VO I. Total Stops = (Line F+G) 4,320 Cost Per Callback (Line F divided by Line I) $39.35 Ł HOW TO CALCULATE LOST REVENUE DUE TO CANCELLATIONS Example Your Figures A. Total Customers 1 nnn B. Cancellations (15%) 150 C. Revenue Per Customer D. Revenues Lost (Line B X C) = $24,000 Ł BREAKDOWN OF TYPICAL OUT-OF-POCKET CALLBACK COSTS CHEMICAL 16% OPERATING EXPENSES 24% VEHICLE EXPENSES: 20% LABOR: 40% Ł REASONS FOR CUSTOMER LOSS BASED ON A SURVEY OF LCOs DIDN'T 1% LOSE ANY: COMPETITIO INSECX> ^ 16-8% 3% CONTROL. Survey commissioned by The Dow Chemical Company ŁTHE FINANCIAL IMPACT OF REDUCING CALLBACKS AND CANCELLATIONS Example: An LCO with 4,000 customers. During the year, 600 (15%) of those customers are lost due to cancellations. And, of the 16,000 applications (4 per customer) callbacks totaled 1,600 (10%). Here's what happens if the LCO can cut those percentages by one-third. Callbacks Cost Per Callback Total Cost Savings of Current 1,600 X $40 $64,000 $21,400 If Reduced by 33% 1,065 X $40 $42,600 Cancellations Cost to Replace 
Customer Savings of Current 600 X $70 $42,000 $14,000 If Reduced by 33% 400 X $70 $28,000 Ł COST OF OBTAINING A NEW CUSTOMER (IT COSTS $70 TO REPLACE 
A LOST CUSTOMER) Source: AllŠGreen Management Associates A KEY TO CUSTOMER RETENTION Employee Training "The applicator needs to know the life cycles of common weeds..." D. Bywalec "Periodically ...we discuss each product's safety data sheets." S. Leisring "Training is upgraded depending on the tenure and experience of the employee." J. Winland LCOs agree that well trained, satis-fied employees increase customer satisfaction and ultimately reduce callbacks and cancellations. Job training gives employees a greater sense of worth and professionalism and the satisfaction of 
a job done well. In an industry where employee turn-over is a constant concern, an analysis 
of the effectiveness of training programs is more important than ever. Industry leaders surveyed for this special supple-
ment provide insight on training prac-tices they use and the results when 
training is put to the test. Jim Wilkinson Consultant North Kinsgtown, R.I. Owners and managers oftentimes lose sight of the fact that if employees are 
trained correctly, it makes everyone's job much easier. The number of call-backs is decreased considerably. Some 
of the callbacks would not have been necessary if the job had been handled correctly the first time out. The most important thing we do in our business is training employees to handle problems 
on the spot. This even applies to the person answering the phone. When the 
phone call comes in and the question can be answered right then and there, service calls are reduced. Managers 
shouldn't rely on a day or week of train-ing in the winter to carry through the year. Training should be continual, on a daily basis. Instruction should coincide with the concerns of the season. Cus-tomers' questions and problems in Ap-ril differ from those in August. Dan Bywalec D&B Landscaping Detroit, Mich. Using the proper chemical at the correct time is very important in reducing call-backs. The applicator needs to know the life cycles of common weeds and how to select the right chemical to control the 
weeds. The importance of training for insect and disease problem identifica-tion should also not be overlooked. If the applicator doesn't have the proper, updated training on chemical use, the 
lawn care treatments will not be effec-tive. Callbacks will be astronomical. Steve Leisring Greenlon Environmental Services Cincinnati, Ohio Employee safety is a high priority, com-prising 20 percent of our training base. Periodically throughout the year, we discuss each product's safety data sheets. We gather information from chemical suppliers, PLCAA materials, and university specialists as well as company sources. Seasonal concerns are discussed 48 weeks out of the year, involving the staff as a team. It's our policy that customer service repre-
sentatives who answer the phones are as informed about the business as the tech-
nicians. They were order takers before, but now help diagnose and solve prob-lems. If we can answer questions and avoid a second trip, we can save money 
and increase our customer retention rates. We noticed a remarkable reduc-tion in service calls simply by taking 
time to train our employees. Joseph Winland Tru Green Alpharetta, Ga. The applicator position is not perceived 
to be glamorous. It is often considered employment opportunity on the short 
term, thus turnover in the industry is 
high. It's difficult to develop a career for applicators. There needs to be efforts to change all that. This is where training can come into play. Employee retention is improved if employees are properly trained. An untrained staff member fac-ing situations he can't handle will soon become frustrated. So training makes his job easier. New employees at Tru Green are trained in-house by the 
branch manager, then taken to the field 
with an experienced staff member for further training, the process lasting 
three to six weeks. They receive contin-uous training along with other employ-ees on agronomics, application techniques, lawn pest identification, product safety and health. Training is upgraded depending on the tenure and experience of the employee. We very much believe it's important to have 
people in customer service as prepared as they can be. Proper training allows them to communicate with the cus-tomer the why's and how's of lawn care. CUSTOMER RAPPORT The Personal Touch Catering to current customers is less costly than seeking out the elusive new buyer. These cus-tomers can be kept on board with per-sonalized, friendly service. In a service operation, many times customers see neither the product nor the people behind the monthly bill. Thus, customer satisfaction and re-tention hinges on an LCO's service, says Larry Kokkelenberg, president 
of the Center for Business Develop-ment in Illinois. Effective communications and top-notch service start with employee train-ing. Kokkelenberg suggests LCOs stress four key points for applicators to im-prove relations. Ł Healthy attitudes and self-esteem show in the applicator's performance. If an employee is unsatisfied with his posi-tion, customer service suffers. Ł Do more than the minimum for customers. Going the extra mile will help improve company image. Ł Listen carefully to customers com-plaints and needs. Ł Be attentive to customers. Friendly, courteous service will bring rewards. It's true that the personal touch goes a long way in this business. In fact, stud-ies have shown that customer cancella-tion rates rise as the business grows. The reason is a decline in personalized ser-vice, says industry consultant Rudd McGary of All-Green Management As-sociates in Columbus, Ohio. "The key is how well you communi-cate with people and remember what it took to get you where you are," he says. 
"Don't start treating customers as num-bers; customers remain people. Treat them as important as they were when you first started the business." LCOs that focus on what the con-sumer wants rather than what the com-pany has to offer will improve customer 
relations. They want a beautiful lawn, so 
a realistic evaluation of what the lawn might look like after treatment will give the customers reasonable expectations. "They want to know what you're "The key is how well you communicate with people and remember what it took to get you where you are...Don't start treating customers as numbers." LCOs that focus on what the consumer wants rather than what the company has to offer will improve customer relations. going to do and how you're going to do it. Explain what they are going to get, not what the company wants to give 
them," McGary says. Developing rapport with customers will not only get the relationship off to a good start, but will smooth out conflicts when the customer is dissatisfied with 
the service. Studies have shown customers will stay with a company or applicator they 
care about even if they make mistakes, Kokkelenberg says. Complainers are unpleasant, but should be handled with grace and charm. Besides, be glad those customers are complaining to the company, not to their neighbors and friends. "Complainers are people who wish to continue doing business with you. The non-complainers just drop you and go away," Kokkelenberg says. "When calls come in, they should be handled thankfully, even if the person at the 
other end is swearing." If such calls are handled quickly and to the customer's satisfaction, up to 90 percent will remain with the business. 
Since the cost of attracting a new cus-
tomer is twice that of maintaining a cus-
tomer already on the books, keeping 
customers happy makes good business sense. LQ Ideas that work Ideas to improve customer 
relations are limited only by the imagination. LCOs inter-viewed offer suggestions on how to show customers how their money will be well spent. Ł Try to anticipate the cus-tomer's needs and then meet 
those needs. Take a look at the lawn and offer all services 
that apply. Let the customer select which services to pur-
chase. Ł Do more than the mini-mum for the customer. Move 
bicycles off the lawn, take the 
extra time to knock on the customer's door before and following application. ŁUse down times and rainy days to check up on custom-
ers' lawns. Ł Mail out informative, non-selling newsletters dur-ing the off-season. This keeps the company name in the customers' minds all year long...Leave-behinds at the property can provide infor-
mation on what needs to be done to maintain the lawn. ^Return customers' phone calls that day if possible, 
while the call is still fresh on 
their minds. Waiting to return a call after 48 hours leaves 
the impression the caller is not a valued customer. Van L¡r> North Star Van St : >f o/ age Milwaukee. Wl tdmÈ Some cancellations evenTURFLONcarit prevent. When your customers move away from you, the best herbicide in the world can't make them stay. But when more than 24% of LCO customer losses are due to poor weed controlŠas cited in one recent studyŠthen it's time to take a look at your herbicide. TURFLON*: Superior control. For outstanding control of a wide spectrum of broadleaf weeds, there's nothing like TURFLON herbicide. It even gets the stubborn Hard to Control weedsŠoxalis, ground ivy, wild violet, spurge and the likeŠthat other herbicides often miss. So your customers 
stay happy... and stay with you. And you have fewer complaints, fewer costly callbacks, fewer cancellations. New herbicide chemistry. The active ingredi-ent in TURFLON, triclopyr, is the first new herbi-cide chemistry to come along in years. It stays where it's sprayed, won't migrate through soil to harm ornamentals and other off-target species. It's safe to established cool-season turf, and has 
a proven safety record for humans and animals. Proven in use. TURFLON herbicide performance has been thoroughly proven... in years of testing and in day-to-day use on LCO route trucks across the country. Operators who have used it find that often one treatment with TURFLON does what other products fail to achieve in two or more treatments. Choice of formulations. Whatever you need, there's a TURFLON formulation for you. Choose an amine for broadcast use, or an ester for spot 
application. Whichever you select, TURFLON herbicide gives you outstanding performance, every time. You can't keep your customers from moving away. But you can keep them from moving to your com-petition because of poor weed control. Keep them, and keep them happy, with TURFLON herbicide. TURFLON Fewer weeds, fewer cancellations. "ftademark of The Dow Chemical Company * I Circle No. 304 on Reader Inquiry Card Jim Wilkinson Jim Wilkinson, a North Kingston, R.I.-based consultant, is immediate past president of the Professional Lawn Care Association of America. ANOTHER ICEY Insect Control Those tiny creatures living in the thatch and soil of lawns can cause a lot of customer dissatisfaction. And unfortunately, the damage caused by insects is often not visible until it's too late to take corrective action. That's why it's important to analyze the proper use of insecticides in your company's program. Poor insect con-trol can become a costly problem in 
terms of callbacks and cancellations. Rudy Zuroweste has considerable experience in this area. As the senior staff horticulturalist at Ever-Green Lawns, St. Louis, Mo., he oversees that company's insect control programs. "Grubs are a significant problem when it comes to customer complaints and that's partially because we haven't 
been able to effectively control them. 
There's also a lack of cooperation 
among homeowners who don't water in the insecticide," he says. "In addition, the damage may be masked by drought or dormancy, so by the time it's discovered there's little that 
can be done." According to Zuroweste, the situa-tion with surface feeding insects, such as chinch bugs and billbugs, is different. "Fortunately, we have insecticides like Dursban which take care of those prob-lems with one application." Ever-Green takes an upfront ap-proach to insect control. The hor-ticulturalist says the company has trained personnel who scout for insects early in the year and then prescribe ap-propriate treatments. "In the six years I've been at Ever-Green, we've applied a surface feeding 
insecticide in five of those years. You're going to have problems nearly every year so it's important to make sure the popu-lations of those insects are kept down in 
order to minimize damage." Regional Situations Experienced LCOs agree that you can't generalize when it comes to insect con-trol programs. For example, consider Jim Wilkinson's situation in the New England area. Wilkinson, who recently left Old Fox Lawn Care, East Providence, R.I. to become a private consultant, says he used an application of Dursban in the spring to control overwintering chinch bugs. "They are a real problem in the southern New England area and it's much better to treat them early on be-
fore the population multiplies. You must know insect life cycles in order to treat at the optimum time." Wilkinson believes it's important to stay ahead of insect problems. "If you don't keep populations down, 
eventually that will result in damage to lawns and consequently dissatisfied cus-tomers. A single application of Dursban in the spring generally will prevent mul-
tiple applications later in the season." At the other end of the country, LCO's have to watch the billbug situa-tion. A western LCO calls the billbug a "significant problem" in markets served by its company. "In the long run, it's much more profitable to apply the right product at the right time with the correct rates." "Customers can get upset and cancel if this problem is not prevented. Our approach is to use a quality insecticide that is cost effective and has good re-
sidual control." The LCO says cutting corners is not the answer. "In the long run, it's much more profitable to apply the right prod-uct at the right time with the correct rates. The cost to acquire new custom-ers far overshadows the cost of doing the job right." "It's important to apply the insecticide uniformly and apply it at the right rates. It's extremely important that the techni-cians be trained to do this. As long as we 
do a quality job, getting results and doing the job in a reasonable time frame, our customer retention improves." Timing is crucial, the LCO notes. "Our applications must be done on time. They mustn't be late in the appli-cation cyle. "If we are late on an application, or miss an area, or don't apply at the cor-rect rate, then we'll have to go back on a 
service call and look at the possibility of a customer cancellation." Remember, the LCO says: It's cheaper to apply the right product at the 
correct time and at the correct rate than it is to acquire a new account because 
the old one cancelled. "You can't cut corners or be careless. You've got to do a quality, professional job." The Importance of Weed Control Arecent survey sponsored by the Dow Chemical Co. showed cus-tomer relocation was the num-ber one reason why LCOs lost customers. But right behind, in second place, was unsatisfactory weed control. Hard-to-control broadleaf weeds were the culpritsŠweeds such as wild violet, oxalis, spurge, ground ivy and veronica, just to name a few. Ineffective weed control not only causes customer turnover, it is also the primary reason for service callbacks. Retreatments for hard-to-kill broad-leaves was the leading cause of callbacks 
for two-thirds of the LCOs interviewed. It's important to match a herbicide's performance with the weed species and the seasonal conditions to reduce those callbacks and cancellations, says Gary Clayton, technical services director for PLCAA in Marietta, Ga. An Ohio LCO recently confirmed this by measuring the cost effectiveness of Turflon, a premium herbicide, against that of a standard herbicide. (See 
accompanying chart.) The LCO treated 2,200 lawns. Using the standard herbicide, 143 callbacks were recorded. Callbacks resulting from 
the premium herbicide numbered 96, 
which was 33 percent lower than the standard product. The LCO multiplied the number of callbacks by an average cost of $40 apiece and determined that the cost of callbacks for the standard herbicide was $5,720, compared to $3,840 for Turflon. Adding the herbicide cost to the cost of callbacks, the LCO learned that the 
standard herbicide actually cost him $7,155, while the Turflon was slightly less at $6,640. The real kicker, though, was the im-pact on cancellations. He found that using Turflon reduced his weed-related cancellations by nearly 21 percent. The LCO estimated that it cost him $70 to attract a new customer. He found that the actual application costs for the standard herbicide plus the 
cancellation costs added up to $14,855. Doing the same for the premium her-bicide, he determined that he actually paid $12,730. So the herbicide that cost more money up front actually ended up saving the LCO money. The lesson he learned is that it is im-portant to look past the price tag. Tom Harrison, assistant branch manager for Lawn Doctor of Bux-Mont in Warminster, Pa., uses Turflon II as a broadcast herbicide. "I haven't found many weeds it can't control, so there's no reason for any of our customers to cancel because of poor weed control," he says. Harrison found the product to be 90 to 100 percent effective on veronica, a major weed problem in his area. "We were very impressed, as were our cus-
tomers. We're not getting any repeat 
calls from them." Ineffective weed control not only causes customer turnover, it is also the primary reason for service callbacks. Says PLCAA's Clayton, "It's an old equationŠcustomer satisfaction equals good customer retention. If you use the right products at the correct times and develop an effective lawn care customer communications program, then a cus-tomer is more apt to stick with your program rather than switch to a com-petitor." Measuring the Cost Effectiveness of a Premium Herbicide Standard Herbicide Turflon A. # of customers 2,200 2,200 B. Cost per Callback $40.00 $40.00 C. Callbacks due to 143 96 ineffective weed control D. Cost of service callbacks $5,720.00 $3,840.00 (Line B X C) E. Herbicide cost $1,435.00 $2,800.00 F. Actual application costs $7,155.00 $6,640.00 (Line D + E) G. # of cancellations due to 110 87 ineffective weed control H. Cost of acquiring $70.00 $70.00 each new customer I. Cancellation Costs: $7,700.00 $6,090.00 (Line G X H) $7,700.00 $6,090.00 J. TOTAL ACTUAL COST: $14,855.00 $12,730.00 (Line F + Line I) $14,855.00 $12,730.00 This 16 page advertising supplement was produced by LAWN CARE INDUSTRY and was sponsored and paid tor by the Dow Chemical Co All facts and figures unless otherwise noted were supplied by Dow Chemical Ten Ways to Improve Customer Retention According to experienced and successful LCOs, customer retention can be summed up in three words: "good customer service." It's an ongoing process, they say, involving good communications and customer-oriented business sense. A summary of their suggestions follows: Ł Make customer retention your top priority. Obtaining each new customer costs $70. Ł Use quality equipment and products. Use of premium herbicides and insecticides pays off in the final analysis. Ł Know how climatic and agronomic conditions affect the ways your products work. Ł Train your technicians to provide the best possible service. Ł Try to anticipate your customers' needs and then meet those needs. Ł Remember that you're in a service businessŠbe sure to listen to your customers. Ł Telephone your customers soon after each application to make sure that all went well. Ł Take a more personal approach. Encourage your applicators to feel responsible for everyone on their route. Ask them to ring doorbells and chat with their customers. *Always return customer phone calls within 24 hours. *Send your customers informative, non-selling literature during the off season. *Survey all customers throughout the year. Ł Know your costs of doing business. For example, callbacks cost an average of $40 apiece. Ł Develop and present a good company image. 1 0 DOW * ŁTrademark of The Dow Chemical Company Form number 135Š1192Š87 For the long run. ground speed. No other rotary mower gives you a cleaner cut. At the heart of the new, four-wheel 807 is a powerful 21.5 horsepower, 3-cylinder Kubota 950 diesel engine. We've also included a heavy-duty Donaldson air cleaner and a new, heavy-duty Cushman PTO clutch to keep your new Cushman Front Line 
running longer. A complete family 
of Cushman Front Lines and a wide range of accessories are avail-
able to meet all your needs all Introducing a powerful new force in riding rotary mowers. Now there's more to Cushman® Front Line® Mowers than top cutting performance. More power. More operator comfort. More endurance. Now there's the new diesel-powered model Cushman 807. Its totally integrated power train and new hydraulically-powered steering gives you un-matched performance over the long run. The 807 dispatches thick, wet grass on tricky maneuvers 
around obstacles without losing CUSHMAN1 year 'round. Choose a 3 or 4 wheel design with 60- or 72-inch side or rear discharge mower deck. Or add the exclusive Cushman Grass Caddy® system, which lets you cut, catch, and hydraulically dump 16 
bushels of clippings without leaving the seat. For a convincing demon-stration contact your Cushman dealer today. Or call toll-free: 1-800-228-4444. BUILT TO LAST 3329 Cushman, OMC-Lincoln, P.O. Box 82409, Lincoln, NE 68501 © Outboard Marine Corporation, 1987. All rights reserved. Circle No. 35 on Reader Inquiry Card 36 MANAGEMENT TOOLS LAWN CARE INDUSTRY SEPTEMBER 1988 Factors in buying versus replacing equipment To buy or replace a piece of equipment is a deci-sion every lawn care business must face. There are no easy answers. Replacing sooner than nec-essary can create dramatic in-creases in fixed costs. Keeping it for extended periods of time can increase operational, pri-marily repair, costs. How frequently this ques-tion is faced depends upon: Ł Quality of the equip-ment maintenance pro-gramŠ A frequent and complete maintenance pro-gram can significantly lower 
costs and prolong the use of essential equipment. Ł Skill of the oper-atorsŠUntrained or un-skilled equipment operators drain business profits through excessive equipment repair 
costs and the need for early replacement costs. Ł ReliabilityŠHow long the machine will perform sat-sifactorily without undue downtime because of repair 
and maintenance. Ł ObsolescenceŠHow long the equipment lasts be-fore new products are avail-able that will do the job quicker, better and/or at lower cost. Ł Downtime Š How much unproductive time is 
spent because the equipment has broken down. Ł Repair costŠGeneral guidelines suggest that when repair costs amount to 30 to 65 percent of the equipment's new cost, it should be replaced. Ł Financial capabil-ityŠReplacement often re-quires the outlay of substan-tial sums of capital that might not be available. Ł CapacityŠThe capa-city of new equipment must be 
compared to that of the exist-ing equipment. Ł SafetyŠIf the equip-ment is not safe to operate, it must either be made safe or 
replaced, regardless of its other attributes. The options In evaluating equipment re-placement, consider three options: 1) Continue to oper-ate the old equipment with es-calating repairs and down-time; 2) Incur a major 
overhaul that will restore the equipment to near normal per-formance for a few more years; 3) Replace it with another comparable piece of equip-ment. When the projected cost of operating equipment another 
year is equal to or greater than the projected annual cost of its replacement, it is time to re-place. The machinery budget ad-dressed in our June article is the appropriate management 
tool for evaluating equip-ment replacement. To fully evaluate a question of this kind may require that a num-ber of equipment budgets be prepared as shown in the 3/4-ton pickup truck illustration (Form 1) from the June arti-cle. Let's assume that the busy season in year 5 of the truck has been completed and you are in the process of putting together next year's budget. 
The condition of the truck is such that significant repairs will be necessary if it is to be counted on for use another year. In Form 1, the first column contains figures that represent an averge year during the 5-year life of the truck. The sec-ond column contains cost esti-mates for another or extra year beyond the original or esti-mated life, which is repre-sented by year 6. It is important to note the differences in some of the 
costs for year 6 from those shown in the average year col-umn. Form 1. EVALUATING EQUIPMENT REPLACEMENT - 3/4 Ton Pickup Truck Line Item Present Equipment Ave. Yr. Extra Yr. Replacement Alternative I Alternative 11 (Ave. Yr.) (Ave. Yr.) (New Pickup) (Used Pickup) 1. Purchase cost S 14,000 S 16,500 S10.000 2. Salvage value 1,400 1,400 1,650 1,000 3. Cost to be recovered (line 1 minus line 2) S 12,600 S14.850 S 9,000 4. Estimated years of life 5 Year 6 5 3 5. Estimated annual use Fixed or Ownership Costs: 720 hrs. 18,000 miles 720 hrs. 18,000 miles 720 hrs. 18,000 miles 720 hrs. 18,000 miles 6. Factor for cost recovery & interest (from Table 1) (5 yrs., 12%) .2774 XX (5 yrs., 12%) .2774 (3 yrs., 12%) .4163 7. Cost recovery and interest (line 3 x line 6) S 3,495 XX S 4,119 S 3,747 8. Interest on salvage value (line 2 x 12% interest rate) 168 168 198 120 9. Insurance, taxes, housing (line 1 x 4%) 560 560 660 400 10. License 40 40 40 40 11. Total fixed cost (add lines 7 through 10) S 4,263 $ 768 S 5,017 S 4,307 12. Fixed cost per unit (line 11 ~ line 5) Variable or Operating Costs: per hour 5.92 per mile .24 1.07 .04 6.97 .28 5.98 .24 13. Fuel (gal./hr. or mile x no. hrs. or miles x price/gal.) S 1.260 S 1,890 S 1,620 S 1,750 14. Oil, grease, antifreeze 150 195 175 190 15. Repairs (ind. service labor, tires, etc.) 600 1,878 800 1,000 16. Total variable cost (add lines 13 through 15) S 2,010 S 3,963 S 2,595 S 2,940 17. Variable cost (line 16 -r line 5) per hour 2.79 per mile .11 5.50 .22 3.60 .14 4.08 .16 18. Total annual equipment cost (lise 11 Ł¿Łline 16) S 6,273 S 4,731 S 7,612 S 7,247 19. Total cost line 18 r line 5) per hour 8.71 per mile .35 6.57 .26 10.57 .42 10.06 .40 20. Other factors: downtime, reliability XX 1,500 XX XX 21. Total cost (line 18 + line 20) XX S
 6,231 S 7,612 S 7,247 R.K. Reynolds W.R. Luckham About the Authors R.K. Reynolds and W.R. Luckham are associate professor emeritus and extension marketing specialist, respectively, in the Department of Agricultural Economics at 
Virginia Tech. To begin, by the end of year 5 the purchase cost less sal-vage (shown as cost to be re-covered on line 3) has been fully recovered and is there-
fore excluded as a fixed cost in year 6. The salvage value ($1400), however, would con-tinue in existence and thus the 12 percent interest charge is also shown in year 6. The remaining fixed costs would continue should the 
truck be kept an extra year. With the exclusion of the cost 
recovery and interest charge 
in year 6, the estimated total fixed cost (line 11) for one more year beyond the 5-year life is 
significantly lower ($768 com-
pared to $4,263 for the average year). Some differences are also likely to exist in year 6 for the variable or operating costs. Fuel consumption was esti-mated to be less efficient in year 6 than was the case, on the average, during the orig-inal 5-year life. An increase in oil usage is also anticipated, thus raising this cost for year 6. A primary cost increase in year 6 has to do with repairs. Based on the repair record in-
formation as shown below and We've Advanced Our System lilly Goat introduces a more powerful, 11 HP truck loader, the TR-1100IC. Combined with Billy Goat's other outstanding lawn maintenance products, the TR-1100 IC provides an advanced system for more efficient lawn maintenance. BÏLLV INDUSTRIES INC P.O. Box308 1803 South Jefferson Lee's Summit, MO 64063-0308 USA Phone (816) 524-9666 Telex 9109970014 FAX (816) 524-6983 Use the backpack blower to remove debris from shrubs and hard-to-reach areas. The suction sweeper is used for sweeping up leaves in outlying areas, away from the truck. LAWN CARE INDUSTRY SEPTEMBER 1988 the need for additional major repairs should the pickup be kept another year, repairs and tires are estimated at $1,878 for year 6 (a 75 percent in-crease from year 5). tain projected annual costs for two 3/4-ton pickup replace-ment alternatives. With re-gard to the replacement shown in the Alternative 1 column, it is assumed that the purchase 3/4 Ton Pickup Truck Repair Cost - Records to Date Year 1 = $ 300 Year 2 = $ 395 32% Increase Year 3 = $ 517 31% Increase Year 4 = $ 715 38% Increase Year5 = $1.073 50% Increase $3,000 = Ave. $600/Yr. Projected for Year 6 = $1,878 The variable costs for an-other year total to $3,963 (line 16). Other factors such as re-
liability and downtime as de-
scribed earlier must also be considered when evaluating 
equipment replacements. In the illustration, manage-ment has estimated that there could be a loss of income in year 6, even with the major re-
pairs being made, due to the truck breaking down, being 
out of service for repair or per-forming unsatisfactorily. This loss of income has been esti-
mated at $1,500 for year 6 (Line 20). Therefore, with the esti-mates shown, the total cost to keep the present 3/4-ton pickup an extra year equals $6,231 (Line 21). The two remaining col-umns in the illustration con-cost for a new 3/4-ton pickup is $16,500 with a cost to be 
recovered of $14,850 over five years at 12 percent interest. This assumption, along with a 12 percent interest charge on the salvage value 
and other fixed costs as shown, results in a total annual fixed cost of $5,017 (line 11). Annual variable cost for this replacement alternative 
totals $2,595 (line 16). This 
total is greater than that shown in the Average Year column for the present ma-
chine because of an antici-
pated lower fuel efficiency and higher prices for oil, grease, antifreeze and repairs. Total cost for replacement Alternative 1 is $7,612 (line 18). Based on the evaluation to this point, the correct man-agement decision may be to keep the present 3/4-ton pickup another year since the annual cost for replacement 
exceeds the extra-year cost (year 6) of the present pickup by $1,381 ($7,612 minus $6,231). The estimates for Alter-native 1 indicate that signifi-cant expenditure for repairs 
and allowance for downtime may be feasible before invest-
ing in the new replacement 3/4-ton pickup truck. Suppose a used 3/4-ton pickup truck could be pur-chased as shown in Alter-native 2 that would serve the business for an estimated three years. The three years estimated life at the same in-
terest rate (12 percent) as used for Altnernative 1 increases the annual fixed cost signifi-cantly. This increase along with some anticipated increases in variable costs also reveal it may be feasible to keep the ex-
isting 3/4-ton pickup another year before replacing it with 
the used 3/4-ton truck. Alternative estimate Another approach would be to evaluate how much could be spent on repairs and downtime during the next year before it 
would be financially wise to in-vest in a new truck. The mana-ger could then make a decision 
as to the chances of spending 
this amount of money in year 6 
to keep the pickup in satisfac-Annuity or Capital Recovery Table (Annuity or Capital Recovery and Interest for Each Dollar of Investment) Year 10% 11% 12% 13% 14% 1 1.1000 1.1100 ^ 1.1200 1.1300 1.1400 2 .5762 .5839 .5917 .5995 .6073 3 .4021 .4092 ,41« . .4235 .4307 4 .3155 .3223 .3292 .3362 .3432 5 .2638 .2706 . .2774 .2843 .2913 tory operation. To determine this amount, leave lines 15 and 20 (repairs and downtime, etc.) blank, and compare the new total for the "extra year" column ($2,853) with that of the new replacement alternative ($7,612). This indicates that up to $4,759 ($7,612 minus $2,853) 
could be spent on repairs and 
downtime before the company 
would be better off buying a new truck. Other alternatives Other replacement alter-natives could be evaluated with this procedure. An important point to re-member, however, is that if the decision is to keep the present truck another year (year 6 in the illustration), the replacement evaluation should be made again before year 7. This is because changes can occur in the cost estimates for 
an additional year on the pres-
ent truck as well as the re-
placement alternatives. Therefore, equipment re-placement should be evaluated on an annual basis or some other time period that is ap-
propriate in the lawn care 
business. The procedure outlined here provides a relatively sim-ple process by which manage-ment can quickly evaluate several equipment replace-ment alternatives. Many firms get into finan-cial trouble because of the cash flow requirements resulting 
from their equipment deci-
sions. This systematic procedure provides the manager with the essential information needed 
to make sound equipment re-
placement decisions. LCI NEXT MONTHŠHandling overhead costs. for Lawn Maintenance, tr'iooic The heavy-duty wheeled blower moves large quantities of leaves toward the truck. Now there's a truck loader available in 11 HP. The intake hose vacuums leaves and sends them through a 4-blade impeller for pulverization. The bulk of the debris is reduced and the hauling capacity is increased. The TR-1100IC has the power to clean up wet or damp leaves, grass and debris. Billy Goat also has truck loaders available in 5 HP and 8 HP. 37 DEMAND from Page 1 River, Ohio-based LESCO, 
Inc. The company is market-
ing a new verticutter/seeder. "Those companies that have not diversified into seed-ing and renovation are really going to get blasted this year," says Lance Schelhammer, president of Grass Roots, Inc., Lenexa, Kan. 44 A lot of the production you lose you can't get back," says Circle No. 108 on Reader Inquiry Card Gardner: LCOs gearing up. John Hayes, president of At-lanta, Ga.-based Tru Green Corp. "You can pick up some 
of it, but I don't know how much." Tru Green put many 
of its employees on vacation in mid summer. Don Karnes, a Tru Green regional vice president, was not optimistic. "I think it's a 
serious problem." Tom Hofer, president of Spring Green Lawn Care Corp., Naperville, 111., agrees. "We're certainly not going to have the season that was an-ticipated back in May," he says. He suspects billing for 
some of his franchises will be 
down 10 percent for the sum-mer applications. "I don't think it's anything cata-strophic." Companies with the most to worry about are those in the regions that had total water-ing bans, such as Cedar Rapids, Iowa and Sioux Falls, S.D. Production was shut down completely for many of 
these companies by mid July. "They're definitely going to show some major losses," says Roger Albrecht, president of Ft. Collins, Colo.-based Nitro-Green Corp. "It's affecting probably 25 percent of our franchises. We're going to 
have to take a look at some things." Readying for repairs The most optimistic LCOs are those that see substantial renovation work ahead. Many 
are investing extra dollars in 
verticutters and seeders. Says Pat Norton, president of Barefoot Grass Lawn Ser-
vice, Inc.: "There's going to be more work to be done than there's going to be equip-ment." Lance Schelhammer of Grass Roots, Inc. notes that 
renovations are the mostprof-itable services LCOs provide. (Customers in his area have received quotes ranging from $100 to $800 for a 5,000-38 LAWN CARE INDUSTRY SEPTEMBER 1988 38 square-foot lawn.) Don Burton, president of Bergen, N.Y.-based Lawn Medic, Inc., expects fall sales to jump 30 percentŠhalf of which will be on account of renovations. "When you have drought, business goes up," he says. "Not during the drought, but right after." "Historically, drought has always been a very positive factor in the industry," says Marc Sandler, president of Fairfield, N.J.-based Lawn King, Inc. "It tends to lead to the best falls in terms of new business." Mike Bailey, president of Super Lawns of Gaithersburg, Md., intends to beef up his di-Albrecht: It's been tough. rect mail advertising this fall. "Every time we get a hot, dry summer, we get more work the following fall and spring." Some, however, wonder if the damage might have the op-Hofer: Cancels were up. posite effect on customers. Reid Anderson, president of Bloomington, Minn.-based Fertilawn, Inc., suspects some 
customers might choose to re-duce rather than increase in-vestment in their lawns. Many are aware that next summer 
could be as severe as this. "It really relies on our abil-ity to communicate," says Jerry Faulring, president of Gaithersburg, Md.-based Hydro Lawn, Inc. He also sus-pects some customers will be inclined to cancel if their lawns don't show good recov-ery next spring. One cost of the drought that can't be measured in dollars and cents is the aggravationŠ 
of rescheduling service calls and dealing with irate custom-ers. "It was more of an inconve-nience (than anything else)," says Jim Wheeler, vice presi-Handle your grub situation fast, before things get really ugly At the very first sign of grub damage, apply DYLOX® insecticide. Nothing kills all species of white grubs faster. Within hours, the grubs 
are dying and the turf is recovering. When grubs threaten, act fast. DYLOX U a Reg TM of Bayer AG. Germany 44131 Use DYLOX. And turn an ugly little problem into a lot of beautiful turf. For more information, contact Mobay Corporation, Specialty Prod-ucts Group, Box 4913, Kansas City, MO 64120. Circle No. 108 on Reader Inquiry Card Dylox Mobay Corporation A Bayer USA INC COMPANY dent of Perf-A-Lawn Corp., New Carlisle, Ohio. "It's (been) making every-body just grumpy," says Ralph Galbraith, a contractor in Holidaysburg, Pa. LCI Drought challenged creativity Companies offering di-verse landscape ser-vices fared better than most during the Great Drought. But it was an ongo-ing creative challengeŠoffer-ing customers services they didn't ordinarily buy. Companies that normally provide mowing on a per-cut basis were one step behind to begin with. None was needed 
while the grass wasn't grow-ing. "You see what else a cus-tomer might need," such as ir-rigation, lighting, retaining walls and new installation, says Ron Kujawa, president of KEI Enterprises, Cudahy, Wis. He worked to meet the demand for irrigation and irri-gation repair. Clarence Davids & Sons, Blue Island, 111., found it made for good customer relations to be flexible with the service 
contracts. Some customers were provided irrigation in-stead of the mowing which wasn't being done, says Bill Davids, vice president of oper-
ations. The company did very well with irrigation in general, Davids says, charging $200 to 
$300 a day for all-day water-ing. It also did irrigation re-pairs. The company that made out the best of all those inter-
viewed was Grass Roots, Inc., Lenexa, Wis., which has all commercial accounts. The ex-
tra irrigation necessitated the application of micronutrients 
and lime, says Lance Schelhammer, president. Schelhammer also decided it made better agronomic sense to apply the nitrogen in 
smaller amountsŠover more 
applications. In Independence, Mo., the hot weather caused more tree 
insect problems. "We have been busier than ever," says Franki Jensen, co-owner, Jensen's Professional Turf Care. LCI Jensen: Busier than ever. a> n o ŁW U O 5 © 1 52 £ (Z X UU gi f« X aj > £ CO (Z 0) <M c a> u c 0 '-M c 1 o CO TO Ul C 00 00 <N Z Ł o Si fei t O CD u i e O w III it SacBiil iflsffl JJS-SSSS in co 00 0)0 1- 1- 1-1- CM ŁŁŁ ŁŁŁ : » II ca 2.; o a> to-o a> « E c £ ills S8i ills 1 S..E tfl'HISg Q--0 -o lllilf <3-O O O T- r-Ł ŁŁŁŁŁ a5 5? o. ti (D ra 2 i CD iq C 5 E = o>° o. J-o § Seng* I ¡<3 ^ O R-g^-Sf 0(0 Q. DC C/5 Š P 2 -ii? £ y ? o r; E O-OOOC ŁŁ C ^ CO g JO g 2 ïï ET o o Sì < Cil Iñ n _ û) =' T3 JV) Û) vi ? co û> (Q CD y Ło O) CL « a> 0 o >< 01 3 "O LO O --1 r-h O) jr ro Ç c-h 3 5 ..2z ffi o S. = g ® "g g a» & CD CD LAWN CARE INDUSTRY SEPTEMBER 1988 INDUSTRY NEWS 41 Customers criticize Ever-Green ST. CHARLES, MO.ŠAt least 46 customers of Ever-Green Lawns Corp. have filed com-plaints with the St. Louis area Better Business Bureau over the company's service and sales tactics. Customers claim the company has ruined yards, harassed homeowners and lied to make sales. In a front page article on July 10, the St. Louis Post-Dispatch reported that 46 written complaints had been filed about the company in the 
last year and a half with the BBB. It said 64 have been filed 
since 1985, more than four times that filed against any 
other lawn care firm. Jim Oates, regional vice president of the firm, was quoted as saying Ever-Green 
was working to reduce the 
complaints, and that the num-ber had fallen from 40 in 1987 to six. The BBB issued a report several months ago warning prospective customers about the company. "Complainants contacting the BBB allege that they were 
billed for work that they did not authorize," the report said. "Other complainants claim that firm continued to send bills for lawn spraying that were conducted after 
their contract had expired or was canceled. Also, complain-
ants allege they were billed for 
lawn spraying that the firm 
never did." Other lawn care companies in the area have complained that the negative press has tar-nished their reputations, says 
Douglas Moody, assistant ex-ecutive director of the Profes-sional Lawn Care Association 
of America. Ever-Green belongs to PLCAA. Moody says the association does have a code of business 
ethics for its members. But it 
does not, as a policy, intervene in disputes between members. Ever-Green, based in St. Louis, Mo., is owned by ADT, 
Ltd., formerly the Hawley Group. Ever-Green officials did not return calls to LAWN CARE IN-DUSTRY. LCI Revenue figure clarified EDITOR'S NOTEŠWorthing-ton, Ohio-based Barefoot Grass Lawn Service, Inc. had $30.9 million in lawn care sales for 1987. The August issue of LAWN CARE INDUSTRY incorrectly listed the revenue as $30 million for corporate 
and franchise revenue in the 1988 Million Dollar Lawn Care List. LCI Business seminars scheduled MIDLAND, MICH.ŠBusiness management seminars by 
lawn care consultants Rudd McGary and Ed Wandtke will be held through the winter in eight different cities. The seminars are sponsored by the Dow Chemical Co. Topics covered will include marketing, forecasting, pric-ing, market segmentation, differentiation, and profit and 
loss analysis. Times, dates and locations are: Nov. 21ŠBloomington, Mich., Holiday Inn, Interna-tional Airport; Nov. 28ŠCincinnati, Ramada Inn North; Nov. 29ŠIndianapolis, Holiday Inn-East; Nov. 30ŠDe-troit, Holiday Inn Livonia; Dec. 1ŠCleveland, Holiday Inn Strongsville; Dec. 2ŠSt. Louis, Embassy Suites (North First Street); Dec. 15ŠChicago, Embassy Suites, Schaum-burg; Dec. 16ŠOmaha, Howard Johnson Motel (1-80 at 77nd Street). LCI Equipment will be shown at PLCAA show MARIETTA, GA.ŠSeminars on the use of outdoor power 
equipment will be part of the 
9th annual conference of the Professional Lawn Care Asso-ciation of America, Nov. 7-10 in the New Orleans Super-dome. Attendees will have a chance to use mowers, blow-
ers, aerators, string trimmers, pumps, trenchers, sprayers and other machines at the out-door equipment demonstra-tions on Nov. 10, the association reports. In addition, seminars and their sponsors will include: 2-cycle engine maintenance, Lawn-Boy; preventative maintenance, Briggs & Strat-ton; pump repair and mainte-nance, FMC Corp. LCI Sequel delayed EDITOR'S NOTEŠPart IV of 
Peter H. Connelly's series on selling your lawn care com-pany has been postponed be-cause of limited space. The piece, "Advertising your com-pany for sale," will run next month. LCI TRUCK Tb Nashville, heartland of the country and site of the exciting THIRD ANNUAL LANDSCAPE EXPOSITION! Your colleagues will be coming from all 
directions to join other landscape professionals for a jam-packed three days of shopping, placing orders, testing equipment, meeting new suppliers, attending high powered seminars, and sharing some down-home, foot-stompin' fun. Among the exhibits will be: Ł Power equipment ŁSeeds Ł Chemicals Ł Accessories Ł Heavy machinery 
Ł Systems and services Nashville Convention Center Nashville, Tennessee October 22-24, 1988 There's more. Three days of seminars, presented by key players in the industry, will cover the vital technical and business issues which keep you on top. Mark your calendar now, and return the reply card today. We'll send you complete exhibitor, conference, travel, and hotel information. Truck on down to Nashville, and take the break you deserve-you're entitled to it. The Third Annual Landscape Exposition Produced and Managed by Edgell Expositions A Division of Edgell Communications, Inc. Circle No. 108 on Reader Inquiry Card 42 WM BUSINESS SENSE LAWN CARE INDUSTRY SEPTEMBER 1988 WÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊ Introducing a new service? Market it first One of the keys to suc-cessful diversification of services is marketing new services properly. This re-quires "premarketing." "Premarketing" refers to a marketing effort that takes place before the service is ac-tually marketed. For instance, you might be offering mowing in the spring season. Your marketing for this service will actually begin the previous fall. But first consider the type of new services you will pro-
vide and and how they fit into the current marketing pro-gram. Will the person you market your new service to be the same person you market your existing service to? This is an important point to consider when adding a service. One lawn care company mistakenly decided the key variable was the use of chemi-
cal materials. They diversified into pest control, and later into carpet cleaning. Both were disasters be-cause the services were 
grouped incorrectly from a consumer standpoint. Outdoor versus indoor is a better generic grouping than chemical usage versus non-
chemical usage. Ease of entry Consider the ease-of-entry into a new service. How much competition is there? How much will it cost 
to get into the service? Will it 
be labor intensive? Capital in-
tensive? Does the company have people in it currently who can actually run the new ser-
vice? Let's say we have chosen mowing/management as our 
new service. It was chosen be-cause a survey of current cus-
tomers showed a need for the service. We also know our current customers have enough money to spend on the service. So not only do they want it, they can afford it. When to start The marketing plan should begin in the third quarter of 
the year. Except in very warm 
climates, lawns are mowed Sabre Poa trivialis isn't just a good shade grass. It's the best. Years ago fine fescue was considered the best performer in damp shade. That changed with the appearance of Poa annua-free Sabre Poa trivialis and a 1979 shade tolerance trial at Ohio State University. In that test Sabre was top-rated for shade tolerance when compared to 39 mixtures, blends and monostands or fine fescue, ryegrass, Ken-tucky bluegrass and tall fescue. An excerpt from trial data said: "Sabre, which had the highest overall seasonal ratings, maintained the most consistent quality through-out the season." Due to its special qualities Sabre should be sown only in damp shade. For this purpose it may be mixed with fine fescue, turf-type ryegrass or Kentucky bluegrass. Normal cutting height is 1-1/2 inches, but on winter putting greens in the Southern U.S., it has proven its ability to thrive when cut at 3/ 16th. One of the first domestic varieties to be registered with the U.S. Plant Variety Protection Office, Sabre is both disease-resistant and hardy. is inTERnnnonnb SEEDS, inc. P.O. Box 168 - 820 First Street Ł Halsey, Oregon 97348 -Telephone: 503-369-2251 -TELEX 910-240-5575 Circle No. 113 on Reader Inquiry Card McGary Wandtke About the Authors Rudd McGary and Ed Wandtke are senior partners with All-Green Management Associates, 
Columbus, Ohio. three-fourths of a year to two-thirds of a year. The third quarter is the early fall, which is the best time to start advertising for the following spring. Some basic rules for pre-marketing are: 1) Don't mix your old service with your new one if you are going to use bro-chures. Make sure you have 
either a letter or a new piece of literature to explain your new 
service. If the new service is 
simply perceived as an "add-on" and not a serious effort, the customer won't buy what you have. 2) Market to all the peo-ple who have received in-formation from you in the past, making sure that you get all of your current customers 
in this list. Some who didn't buy lawn care from you may buy mowing. 3) Keep the piece or let-ter you are sending out as 
simple as possible. Many companies go into long and 
complicated stories explaining why they go into new services. 
The consumer doesn't care 
that much. Keep it simple. 4) Make an offer in the literature you send out. Prepayment has been a stan-dard way of raising cash. You should consider it as an offer 
when diversifying. Give the 
consumer some reason to ac-
cept your offer now, not some 
time in the distant future. 5) For all of your cur-rent customers, include the price of the new ser-
vice. You should have infor-
mation on your current customer, at least their lawn size. Use this information to make sure that you can make a concrete offer and one that the 
consumer can accept. 6) If you are going to be offering something that doesn't deal with the lawn, 
do your homework on cur-rent customers' needs all 
during the first and second quarter of the season. If, for instance, you are going to offer tree care, all your technicians should be marking down the 
type and size of trees in your 
current customers' yards and those yards close to them as well. This information should then go to the office so that you can determine what kind of price you should charge and also if there is sufficient need in the geographical area you 
have chosen. This type of marketing re-LAWN CARE INDUSTRY SEPTEMBER 1988 114 search is rather simple but can save you from a lot of assump-tions that may turn out to be 
untrue. 7) Plan the mailing. You may mail the first wave to your existing customer base, with 
the second one going to all 
those people to whom you have mailed something in the past year. You might want to send out everything at once, but this might tie up your office staff if you get a surprising response. Generally, a tiered set of mail-ings is better than mailing ev-erything at once. 8) Don't expect one mailing to produce much. 
Many people get discouraged when they do a direct mailing 
of a new service and people don't respond. Remember that 
changing the consumers' per-
ceptions takes time. You must do multiple mailings to the same people, which is why you 
shouldn't make the pieces very expensive, just professional. 9) Having done all your mailings, you should begin to telesell your current 
customers. You can try to get 
a sale in September, but you might want to think about get-ting an agreement to let you call them early next spring. This doesn't give you any cash, but their agreement to take your call next spring should give you a rough esti-
mate about the number of peo-ple you might have to service. Remember to try for the sale first, then revert to asking 
if it would be appropriate to call in the spring. 10) Telesell the rest of the people on your mailing 
list. Your list should include those people who are next door neighbors to those who bought your lawn care service this year. Work on these first. The names are easy to get with a cross telephone book. 11) Follow up in the winter. You may have to call three times to get a response. Keep going until you hear ei-ther yes or no. LCI OBJECT from Page 1 Ł Cover sheets must be sent to customers with detailed 
product information. Ł Pesticide product labels must be sent to customers. Ł Customers have the right to cancel service contracts without cause during the ini-tial year. Ł The contract must be re-newed in writing every year. LCOs also want to delete the mandatory "Persons are cautioned not to enter this 
property" on the sign. Don Burton, spokesman for the New York State Lawncare Association, says the new regs show some compromise over last year's proposal, which called for signs every 12 feet. The association submitted its objections to the DEC's 
Environmental Board. LCI Nitrogen crucial for turfgrass recovery LINCOLN, NEB. If the Drought of 1988 is heralding in an era of exceptionally hot, dry summers, turfgrass managers are advised to know that nitro-
gen plays a crucial role in turf recovery. Robert Shearman, Ph.D., turfgrass specialist at the Uni-
versity of Nebraska, says 
turfgrass managers should continue normal fertilization 
programs through the dry, hot months. Studies show that re-covery is more complete in turf with adequate levels of nitro-gen. Shearman advocates using slow-release sources that are 
low in salt content. This past summer, many turfgrass managers discon-
tinued fertilization during the hot months. Reason being that higher nitrogen levels will hasten wilting and dormancy of turf. However, Shearman says the turf will recover sooner with the standard rates of ni-trogen. Potassium will not benefit drought stress recovery, Shearman notes, since its pri-mary benefit occurs before dormancy. Potassium fertil-Shearman: Turfgrass needs its nitrogen. ization is best used to avoid drought symptoms and reduce 
water use prior to dormancy. And as soon as growth re-sumes, so should mowing. Shearman says mowing causes a dense canopy that is crucial in slowing down vapor loss. Mowing should continue if there is any growth at all. Shearman also advocates late summer and early fall 
aeration. Dry weather causes a higher level of debris accumulation which must be broken down. Late season fertilization is also crucial to recovery. LCI Model LM67 Seeder for larger areas... The Lawnmaker 67 Seeder is a larger capacity seeder/fer-tilizer of rugged construction that is quick and easy to attach to any medium size tractor with a three-point-hitch. Heavy-duty adjustable teeth loosen the soil and an adjustable levelling bar smooths out uneven areas. The seed and fer-tilizer hopper bottoms and control slides are precision made in stainless steel for precise flow control, smooth operation and long life. The unit is carried on two heavy-duty open mesh steel rollers that serve to cover the seed and firm the seed bed. Conveniently located controls give easy, comfortable operation. Designed for exceptional performance, the LM67 can seed up to 2 acres per hour. So when you have large areas to be seeded in the minimum time and economically - put a BrouwerT M- LM67 to work. BROUWER TURF EQUIPMENT LIMITED An Outboard Marine Corporation Company 7320 Haggerty Rd./Canton, Ml. 48187 Telephone (313) 459-3700 Woodbine Avenue/Keswick, Ontario, Canada L4P 3E9 Telex 065-24161 Telephone: (416) 476-4311 88-83 Circle No. 108 on Reader Inquiry Card MODEL LOS24 OVERSEEDER Overseeding? put the seed where it belongs... Ł in the soil, germination Also available as Model LS24 seeder The overseeding attachment is quickly and easily replaced by a trailing heavy duty open mesh steel roller that covers the seed and firms down the soil. The Br«uwerT M- overseeder is a self propelled unit that is perfect for professional landscapers and lawncare businesses. A proven Honda engine drives through a heavy duty chain and gear drive to give ex-cellent traction. The unique 22 inch wide seeding system ensures better germination with minimum seed loss. Available with easily fitted optional fertilizer hopper. Check below for more outstanding features. Ł Powered blades cut adjustable depth grooves 2 1 fl in. apart. Ł Calibrated seed flow through stainless steel slides. Ł Proven, reliable 5 hp. engine. Ł Offset discs to cover the seed. Ł Fold-away operator handle for easy transport/storage. LMK0UWÍR1 44 LAWN CARE INDUSTRY SEPTEMBER 1988 115 SERVICE from Page 1 may not be evident, he says, since Ecolab uses a different accounting system than the former ChemLawn manage-ment did. With this difference in mind, he expects ChemLawn to have a better third quarter this year than last. Shannon shared his thoughts in a recent interview 
with LAWN CARE INDUSTRY. Here are excerpts. How do you feel about your appointment as pres-ident of ChemLawn? Having the opportunity to be president of ChemLawn is 
something that any manager 
would really be excited about. It's a great company; it founded an industry and has been industry leader for a long 
time. What goals have you identified for the com-
pany? I think ChemLawn's goal is to be second to none from the standpoint of service. That hasn't always been the case in the past. I think that is a pos-sibility for the future. What is it about your background that enables you to assume this role? I understand the manage-ment practices that make a service business successful. I have a lot of experience in building management teams. My challenge is to blend the lawn care talentŠwhich is very long in this companyŠ with the other management Shannon: You get back customers you lose on price. training ANDERSON videos LANDSCAPE TRAINING VIDEOS In English and Spanish A MONEY BACK GUARANTEE ON A TRAINING PROGRAM THAT WILL PUT MONEY IN YOUR POCKET FINALLY.. A METHOD TO: ŁSave on Training and Repair Costs ŁTrain Easily, Consistently and Quickly ŁQuickly Learn Tricks of the Trade 
ŁAvoid Costly Mistakes ŁIncrease Productivity and Profit Ł VHS TAPES Ł Ł Plant Installation Ł Shrub Trimming Ł Intermediate Mower Repair Ł Mowing Techniques Call or Write for a Free Brochure 515 OGDEN AVENUE DOWNERS GROVE, IL 60515 PHONE 312/964-0399 Circle No. 105 on Reader Inquiry Card ingredients that are required to go to the next stage. This industry is going to change dramatically if it follows the pattern of service industries. You're going to need different management skills. What pattern is it you are referring to? First there is the initial growth stage. Everyone sells the same product across the 
board to a non-sophisticated market. Then the market ma-tures. The market is about to develop and there are people in 
the industry who fully under-stand that and are acting ac-cordingly. Can you describe what the industry is going to be 
like? It's going to much more full service. This is an industry 
that has produced something and said (to the customer) "This is what you want." The next stage is one where the customer tells us what they 
want and we serve the cus-tomer. My job is to make sure 
we have the management team that's able to manage change. What have you done to bring this about? We have tried to recon-stitute the staff and the job as-signments for people within the branches to facilitate giv-ing better service. That hasn't been easy. We had an uneven success in implementing the Now, You Can Help Your Customers9 Lawns Recover From Drought. Fall Applications of Bio GroundskeeperŽ for Thatch Reduction For a healthy, disease resistant lawn that requires less watering, strip away the blanket of thatch that blocks water and nutrients. Reducing thatch helps lawns recover from drought and combat winter stress. Spring application continues recovery and encourages your customers to renew your lawn care program. Research at Michigan State University rated Bio Groundskeeper w for Thatch Reduction most effective for reducing thatch. Easy to apply liquid is ALL NATURAL. f MM / For Thatch Reduction Ä ¡ J , KLM Bio-Systems, Ine 'Mu 10700 Normandale Blvd Bloomington, MN 55437 1-800-383-4081 or 1-612-884-4081 Circle No. 108 on Reader Inquiry Card reorganization. In retrospect, we were all a little naive think-ing we could accomplish wholesale change in such a short period of time. We paid for it in weak profits and early season confusion. There is still a lot of fine tuning to be done. Senior management must be sending the right vision of ser-vice. Can you say more about the reorganization? We reorganized every job in the branch. This involved adding more people. We also 
enhanced telemarketing in all 
the markets. Are there more people now than before the acqui-sition? If so, how many? Yes. I'd say somewhere in the neighborhood of a couple 
of thousand. What were the major mistakes made by the pre-
vious management? I wouldn't touch that with a ten-foot pole. I just don't think it's good business practice to talk about what other people's mistakes were. Can you say what the major changes have been? Yes. One, a clear message on customer service. I don't 
think the organization uni-formly carried that through. Two, this is a field-based busi-ness, which means there is a tremendous importance on field development. The key players are the branch man-agement and their manage-ment team, on up through the 
regions. Three, the message that we clearly gave this year 
and a valid message in a ser-
vice business is that the game is a service game and not a price game. Service is a value concept. Our goal is to provide the best value. What has been the finan-cial impact of the summer drought? Essentially, it's going to be neutral. We've done a lot to communicate to our custom-ers during the drought. What are the industry's major problems today? One is poor service. Whether it's actual or per-ceived, the lawn care business gets a bad rap. I do think there 
are a lot of people out there who aren't giving good service. Is public perception of the lawn care industry and 
the fear of chemicals still a major issue? Management systems can appropriately manage the use of these chemicals. We have an environmental compliance program that is second to none in the industry. In my judg-ment, the problem is well man-aged. Now let's go to the perception side. There are people in society who would just as soon not have chemi-cals anywhere. These people 
want to see regulation. We have no opposition to intel-
ligent regulation. That's what we already do. But you get back to the fact that the most 
unregulated person is the do-it-yourselfer. You deal with the perception problem re-sponsibly. Give facts and work for effective regulation. Is the public perception problem a serious one for the industry? Yes, and I think there are clear requirements for an in-
dustry to manage chemicals responsibly, inform customers and cooperate with the reg-
ulatory process. I do not, how-ever, see the current level of 
concern as a major problem on the demand side. Will ChemLawn con-tinue to open new branches? The company plans to grow. I'm unsure about how many new branches we'll have. Will the company be ac-quiring other companies? We are the dominant com-pany in most major regions. Regional acquisitions to get hold of a market don't make a 
lot of sense for us. Spot acqui-sitions to fill in markets are a realistic possibility. What about franchises? That's an area where we need to do more work. Most 
franchising has been in 
smaller markets. I much prefer that method. The company 
can control service levels and profits better (through branches). What are the company's plans in terms of its tree/ 
shrub and indoor pest con-trol services? Tree and shrub makes a lot of sense for us. Ecolab is al-ready in the pest business in the institutional market and ChemLawn is in the residen-tial market, so this will con-
tinue also. What about additional, new services? It's too early to tell. How successful has the mowing operation been? I don't think the jury is to-tally in on that yet. Can ChemLawn be suc-cessful in the commercial lawn care market without 
providing mowing? Yes. That does not mean, however, that we won't pro-vide mowing. How successful has the menu offering of lawn care programs been? Very successful. What has customer re-action to the price in-creases been? There is no evidence that the price increases that were implemented had any system-wide significant impact on customer base. LCI For rapid response, use the peel-off label from the front cover 101 116 131 146 161 176 191 206 221 236 251 266 281 296 311 326 341 102 117 132 147 162 177 192 207 222 237 252 267 282 297 312 327 342 103 118 133 148 163 178 193 208 223 238 253 268 283 298 313 328 343 104 119 134 149 164 179 194 209 224 239 254 269 284 299 314 329 344 105 120 135 150 165 180 195 210 225 240 255 270 285 300 315 330 345 106 121 136 151 166 181 196 211 226 241 256 271 286 301 316 331 346 107 122 137 152 167 182 197 212 227 242 257 272 287 302 317 332 347 108 123 138 153 168 183 198 213 228 243 258 273 288 303 318 333 348 109 124 139 154 169 184 199 214 229 244 259 274 289 304 319 334 349 110 125 140 155 170 185 200 215 230 245 260 275 290 305 320 335 350 111 126 141 156 171 186 201 216 231 246 261 276 291 306 321 336 351 112 127 142 157 172 187 202 217 232 247 262 277 292 307 322 337 352 113 128 143 158 173 188 203 218 233 248 263 278 293 308 323 338 353 114 129 144 159 174 189 204 219 234 249 264 279 294 309 324 339 354 115 130 145 160 175 190 205 220 235 250 265 280 295 310 325 340 355 MWN GflRE INDUSTRY SEPTEMBER 1988 This card void after Nov. 15.1988 1. CHECK BELOW YOUR PRIMARY BUSINESS AT THIS LOCATION: A. LAWN CARE COMPANY: Read each choice before answering. 10 Ł Chemical lawn care company 20 Ł Mowing/management lawn care company and/or landscape contractor 30 Ł Both chemical lawn care company and mowing/management lawn care company and/or landscape contractor B. SUPPLIER 50 Ł Chemical and equipment dealer and/or distributor C. OTHER (specify) 2. WHAT IS YOUR TITLE? I would like to receive (continue receiving) LAWN CARE INDUSTRY each month: Yes Ł No Ł Signature: Date. BUSINESS REPLY MAIL FIRST CLASS PERMIT NO. 665 DULUTH, MINNESOTA POSTAGE WILL BE PAID BY ADDRESSEE READER SERVICE DEPARTMENT WWN GIRE INDUSTRY POST OFFICE BOX 6080 DULUTH, MINNESOTA 55806-9780 1,1.1,.I.I.I..I.II.M.II..I.IMI,..IIMI.II 1,1 NO POSTAGE NECESSARY IF MAILED IN THE IUNITED STATESI I I 
I 
I I I 
I LAWN CARE INDUSTRY SEPTEMBER 1988 MEETING UPDATES 47 lillllilliMWBl "> wt ä h m, mmrnmmM,mmm^mmmMmm^mrnmmm\ MEETING UPDATES mKKKÊKKÊÊÊÊKKÊKKKÊÊÊÊÊÊKÊKÊKÊKKÊÊÊÊÊÊÊÊKK NLA seeks entries for awards WASHINGTON, D.C. The National Landscape Associa-tion of the American Associa-tion of Nurserymen is presently accepting entries for its 19th annual national Resi-
dential Landscape Award Pro-gram. Entry deadline is Oct. 24,1988. All single-family land-scaped residential proper-tiesŠregardless of size or costŠare eligible. Categories of entry include: single family homes, en-trances, active use areas, and 
passive use areas. The purpose of the program is to recognize landscape pro-fessionals who create the de-
sign and those who are responsible for its execution and management. Awards include a Superior Award, a Certificate of Merit, 
a Regional Merit Certificate, and Best Use of Plant Mate-rial in a Private Home. Projects chosen for na-tional recognition will be an-nounced February, 1989 at the 
Landscape/Garden Center 
Management Clinic in Louisville, Ky. Entry forms are available from NLA at 12501 St., N.W., 
Suite 500, Washington, D.C. 20005. LCI CRITIC from Page 1 board member Roger Funk. "Our industry has taken a combative role and that didn't work," says Funk. "I think if we talk with one another, we're not necessarily going to agree, but there's less of a chance of the cold war con-tinuing." Another purpose in hosting O'Brien is to let her know the 
industry is professional and takes safety seriously, says Doug Moody, PLCAA assis-
tant executive director. O'Brien, whose Ph.D. is in botany, has been involved in lobbying activities to restrict pesticide use. She is editor of NCAP's quarterly journal, Journal of Pesticide Reform. Her talk is titled: "Avoiding trouble with pesticides: Using alternatives," the final day of 
the conference, Nov. 9, in the 1:30 to 3:15 p.m. time slot. Also scheduled then are Wendell Mullison, Ph.D., a Dow Chemical Co. consultant; 
Funk, Ph.D., technical and human resources director of the Davey Tree Expert Co.; and Thomas Watschke, Ph.D., Pennsylvania State University. Funk was responsible for finding someone from an anti-pesticide group for the show. "If we get the right person, it's 
going to be a very positive part of the program." LCI Sept. Ł World Fertilizer Conference, Sept. 18-20, Century Plaza Hotel, Beverly Hills, Calif. Contact: TFI, 1015 18th St. N.W., Washington, D.C. 20036; (202) 861-4900. Ł International Pesticide Applicators Association Convention and Trade Show, Sept. 28-30, Red Lion Inn, 300 112th Ave., Bellevue, Wash. Contact: Bill Harlan, PO Box 681, Kirkland, Wash. 8083; (206) 823-2600. Oct. Ł ALCA Seminar-Essentials of Landscape Supervision, Oct. 7, Executive Inn, Seattle, Wash. Contact: Martha Lindauer, Associated Landscape Contractors of America, 405 N. Washington St., Falls Church, Va. 22046; (704) 241-4004. Ł Florida Turfgrass Association Annual Conference and Show, Oct. 9-12, Curtis Hixon Convention Center and Hyatt Regency Hotel, Tampa, Fla. Contact: FTGA 302 S. Graham Ave., Orlando, Fla. 32803-6332; (407) 898-6721. Ł University of California Cooperative Extension Palm Tree Management Seminar, Oct. 19, Oxnard Community 
Center, Oxnard, Calif. Contact: Jim Downer, UC 
Cooperative Extension, 800 S. Victoria Ave., Ventura, 
Calif. 93009; (805) 654-2924. Ł Landscape Exposition, Oct. 22-24, Nashville Convention Center, Nashville, Tenn. Contact: Becky LeRew, Edgell Expositions, 50 Washington St., Norwalk, Conn. 06854; (800) 243-2815. Ł ALCA SeminarŠArt of Management, Oct. 22, Milwaukee Area Technical College. Contact: Martha Lindauer, Associated 
Landscape Contractors of America, 405 N. Washington St., Falls Church, Va. 22046; (704) 241-4004. Have a SPILL? Call Chemtrec 1-800-424-9300 BEFORE WE DEVELOPED THESE PROBLEM-SOUnNG TURFGRASS MIXTURES, WE MARCHED 
THROUGH ACRES AND 
ACRES OF PR0BLI Nobody knows the troubles we've seen. Our Northrup King turf specialists and researchers have hoofed through salt prob-lems, soil compaction, disease, starved turf, baked turf, cleated-to-shreds turf, and dor-mant winter turfŠall depressing sights. 
But it was a road well worth our travels. The result is a complete line of Medalist turfgrass formulas that meet the demands of the professional turf manager. If you've been staring down at a turf problem, look up your solution here. And if you think it's a turf problem we haven't seen, just let us know. Our business is putting your problems behind us. MEDALIST TURF PRODUCT MAJOR AREAS OF USE SPECIAL FEATURES Athletic Pro and Athletic Pro II For athletic turf. Well suited for new seeding or overseeding. Fast establishing, traffic tolerant, rapid recovery. Both provide good footing. Boulevard Mix Any area with high pH 
(roadsides, sidewalks, boulevards, alkaline soils, etc. ). Contains Tults' and Dawson red fescue for beautiful salt-tolerant turf. Performs at low to high fertility levels. Landscape Pro Mix School grounds, cemeteries, golf course roughs, home lawns. Establishes fast. Adapts to broad range of conditions and 
management levels. Low to moderate fertility needs. Overseeder II Mix Fairways, tees, athletic fields. Rapid germination and establishment. Withstands heavy 
traffic and resists diseases. Penetrates compacted soils. Medalist North Mix Fairways, tees, cart paths, wear areas. Quality turf for high traffic areas. Clean mowing and disease resistant. Premium Sod Blend Commercial sod production. Exceptional dark green color. Tolerates light shade. Superior disease resistance. Rapid sod producer. Renovator Pro Mix Problem solver for heavy traffic areas (athletic fields, golf tees, and fairways). Penetrates compacted soils and combats Poa annua. Adaptable to most geographic regions. Medalist Brand Overseeding Products Winter overseeding of dormant bermudagrass. Establishes rapidly and evenly. Tolerates traffic while providing a superior putting surface. Smooth 
spring transition. Ask your Northrup King distributor about Medalist Turf Products to solve your turf problems. Or write Northrup King Medalist Turf Products, PO. Box 959, Minneapolis, MN 55440. Circle No. 47 on Reader Inquiry Card 48 THE LAST WORD L j i LAWN CARE INDUSTRY SEPTEMBER 1988 THE LAST WORD L j I Fall fallout follows from fierce drought Art Johnson, Sr., loves being self-employed be-cause it means he only has to work half a day. "All we have to do is figure out which 12 hours we are going to work," says Art, who is owner/partner at Mapledale Landscaping in Chardon, Ohio. Art was musing over how some jobs had to be delayed in the spring because of cold and wet weather, and then he had to lay people off in the 
summer because of the Great 
Drought of '88. Mike Rider, president of Rider Tree and Shrub Care in Racine, Wis., didn't see rain all summer until July 
16Šwhich happened to be the day of his outdoor wed-ding and reception. Chances are Art and Mike aren't the only readers whose lives were made more difficult during the drought. LAWN CARE INDUSTRY didn't escape: Journalist Steve Berta was driving me around Montecito, Calif., as 
we sought to take a photo-graph of a model xeriscaped JAMES E. GUYETTE MANAGING EDITOR garden. Unfortunately, a fero-cious, rare, thunderstorm 
blew upŠwhich resulted in Steve and I trying to get a "drought picture" as it was pouring down rain. It was not a pretty sight. Even as fall approaches, the fallout from the drought 
continues. In some ways the drought is a plus. Renovation work will increase, irrigation sys-tems will most likely be an easier sale in some climates, 
and cleanups and other work should be on the upswing. Roto-Hoe's Debby Wenner reports that she's seeing lots of interest in her company's chipper and shredder line as 
dead branches and trees dot 
the landscapes. One would not be terribly surprised if the main topic of SMAÉia^Íél m KrOWCtlVC Protecting your employees is no longer a moral obligation... IT S THE LAW! » GobeeY" protect the applicator from direct con-tamination from fertilizers, herbicides and other liquid pestcide applications. » Applicators will enjoy greater comfort as well as productivity wearing the original Gobee v Protective Spray Legs. (717) 653-6713 Comfortable Ł Lightweight Ł Adjustable Ł Durable Ł Look & Feel Great BREAKTHROUGH Increase loyalty Reduce service calls Keep your customers and sell more services ly oWQ Ws[<stttr St*y in Touch.. ^Custom Counts )rehnEver 1er Each of our family of customer newsletters is designed to help you grow your lawn care business. The benefits of good communication are proven... And with FPP, the choices are yours. Send today for your FREE SAMPLES. i Focal Point Publications 1-800-525-6999 11171 Embassy Dr. Box 40808 Cincinnati. OH 45240 Circle No. 111 on Reader Inquiry Card Circle No. 110 on Reader Inquiry Card CHIPITI MIT! MOVE IT! VERMEER 418 BRUSH CHIPPER Tough little 18 hp unit, designed for tight-fisted budgets and profit-driven rental operations. Best value on the street today! Ł 180° swing discharge chute for easy chip recovery. Ł Tows behind truck or pick-up. Ł Simple, low-maintenance design. . . built with the strongest frame, feed table, and panels in its class. Ł Nationwide sales and service support. VERMEER 186 STUMP CUTTER Meet the "budget cutter" for your stump removal program. Yard-gate compactness lets it squeeze into tight places.. and tight budgets. Perfect for rentals, municipalities, nurseries & grounds care operations. Ł Cuts 7-1/2'deep, 28" above ground, 30" wide, without repositioning. Ł Push type or self-propelled. Ł Swing-away controls. VERMEER TS-60 TREE SPADE Instant shade... with large 6" diameter trees. Powerful, curved spades give you all the power and depth you need. Short towers and compact design provide maximum maneuverability. Ł Digs balls up to 60" diameter, 42" deep. Ł Hydraulic digging, tilting, lifting. Ł Powerful 3-stage reduction drive. "THE DIGGIN' DUTCHMAN" ÉttNfl Circle No. 128 on Reader Inquiry Card 11309 New Sharon Road Ł Pella, Iowa 50219 U.S.A. 800/247-2347 (In Iowa call 515/628-3141) Sold and serviced by experts... worldwide. conversation with your cli-ents is the droughtŠand what next summer will be like. For starters, if you sell irrigation you can make a pitch for your product line. Jim Utzinger, a hor-ticulturist at Ohio State University, even suggests in-stalling a drip irrigation system on a drought-prone vegetable garden. It will keep the plants growing while using less water. According to Jim, the garden plants suffering the most damage this year were 
lima beans (who'd want to eat them anyway?), peppers 
and tomatoes. Also hit were thin-leafed plants such as lettuce, and expect to eat bitter cucum-
bers. "It's not a bad idea to consider that we may have another hot, dry summer next year and to prepare for 
it now," says Jim. You may suggest that your customers look at different 
varieties of vegetablesŠor 
different plants altogether. Jim says that Lemon or some Burpless cucumbers are less bitter-tasting and more resistant to heat. And plants such as okra, collards, kale and cabbage have thicker leaves that increase heat tol-erance. Tecumseh has a subsidiary called the Little Giant Pump Co., and that firm makes a 
nifty gadget called the Little Giant Water Saver Kit. This is a pump device that moves 3 gallons a minute. The company says it's per-fect for re-using water from bathtubs, washing machines and other sources of water that might be dirty, but too 
dirty to be used on a garden. (Avoid putting too much soap on any plants, though.) And for people working out in the field, while doing 
those renovations you can entertain yourselves by de-
bating the merits of rear-tine tillers versus the front-tine 
variety. This became one of my favorite controversies after witnessing such a discussion. Our hero is Jim Donofrio, a stone mason who was one 
day cheerfully recounting how a certain task was made 
easier with a tiller. A wise guy in the room asked, "Was it a front-tine 
tiller or a rear-tine tiller?" Jim thought for a second, shrugged, and replied, "A front-tine tiller." The wise guy challenged, "I hear that front-tine tillers 
aren't as good as rear-tine tillers." "You may be absolutely right," answered Jim, "but it 
sure as hell beats two guys 
and a shovel." LAWN CARE INDUSTRY SEPTEMBER 1988 Measure soil moisture with CPN portable unit The Irams Soil Moisture Ana-lyzer is a portable instrument that accurately measures in-situ moisture content of any soil, according to CPN Corp., Martinez, Calif. The Irams uses the princi-ple of Time Domain Reflec-tometry (TDR) to measure the dielectric constant of a soil. An internal microprocessor con-verts dialectric constant to 
percent volumetric water con-tent. The measurement is essen-tially independent of soil type, density, salt content and tem-perature. No licensing is required to operate the machine, nor is specialized training or site cal-ibration needed. LCI Circle No. 175 on service card. Hako Verticuttor has 
large capacity hopper 
Hako International, Virginia Beach, Va., is introducing the Verticuttor. The 30-inch machine has a 7.1-bushel capacity hopper. Its blades can be adjusted for the proper spacing of cuts and depth penetration re-
quired for each particular de-thatching job,according to the company. The Verticuttor has elec-tronic ignition, plus two for-
ward speeds and one reverse speed. LCI Circle No. 178 on service card. Kubota's new tractor is most powerful in class The new G620016-hp diesel lawn and garden tractor is the 
most powerful model in its class at Kubota Tractor Corp., Compton, Calif., according to the company. The G6200 comes equipped with a hydrostatic transmis-sion that allows the driver to go between forward and re-verse by merely shifting foot 
pressure from toe to heel. The 3-cylinder tractor comes with a standard hydraulic midlift for use with 
40-, 44- and 48-inch mowing 
attachments. It can operate a number 01 implements, including a front blade, rotary tiller and snow 
blower. To reduce the chance of op-erator injury, the G6200 has a safety control that shuts off NEW PRODUCTS the engine if the driver gets off 
the seat. Options include an hour meter, three-point hitch and PTO. LCI Circle No. 177 on service card. Special printed invoices for chemical lawn care The New England Business Service, Groton, Mass., has developed an invoice espe-
cially for chemical lawn care companies. The three-part snapset re-duces a technician's paper-work by having boxes to check for services rendered. LCI Circle No. 179 on service card. 49 ŁŁŁŁŁŁŁ Front tine tillers come in three models Snapper Power Equipment, McDonough, Ga., is market-ing three front tine tiller mod-els. The tillers come with 3-, 4-and 5-hp engines, and they feature self-sharpening tines. The heavy steel structural parts, reinforced chain and gear transmission sealed in lu-bricant, sealed bearings on the rotor shaft and steel belt guard provide durability, according 
to the company. The tillers convert to walk-ing tractors by removing the tines and replacing them with 16-inch lug tires. This allows you to use the hiller-furrower to make seed beds and raised beds; the cultivator; and the 
dozer blade for moving loose 
soil and light snow. The products come with a two year limited warranty. LCI Circle No. 176 on service card. The profitable water management formula. Put the water management formula to work for you and your customers. Its difficult to give them great grass or luxurious landscapes unless water is available where and when plants need it and in the right amounts. AQUA-GRO®, SUPERSORB® and FOLICOTE® give you better control and help you manage water; for superior results and profits. AQUA-GRO® Grows Great Grass You can't always change the soil, but you can improve the way water moves through the soil with AQUA-GRO® soil wetting agents. AQUA-GRO® safely and effectively moves water into dry spots, out of wet spots and through compacted soil or thatch, eliminating puddles and reducing run-off. AQUA-GRO® is compatible with and enhances the effec-tiveness of water soluble chemicals. It aids in establishing seed and sod as well as landscape plants so you'll save on reseeding and replacement costs. Use AQUA-GRO® Spreadable for spot treating problem areas, or AQUA-GRO® Liquid as a part of an overall turf care program. A six month AQUA-GRO® Liquid program costs about $3 per/1000 sq. ft. A profitable formula for reducing stress Š on you and your customer's lawns. SUPERSORB® the Rootzone Reservoir The key to successfully establishing landscape plants is pro-viding the right amount of moisture to the rootzone. SUPERSORB® water absorbants hold extra water in the soil to reduce transplant loss. One ounce of SUPERSORB® 'C is enough to treat a tree with a 1 ft. diameter rootball and costs about 35c. And SUPERSORB® remains active in the soil for several years. That's cheap insurance. SUPERSORB® 'F is useful for establishing seed, sod and sprigs. Broadcast and incorporated into the top few inches of soil, SUPERSORB® keeps the soil from drying out be-tween waterings. FOLICOTE® Locks Moisture in the Leaves Drought stress and winter desiccation take their toll on ornamentals. FOLICOTE® transpiration minimizer, an easy to use wax emulsion, reduces plant moisture loss and stress by partially blocking leaf stomata. It costs less than any other transpiration minimizer available. Newly planted ornamentals need FOLICOTE® protection until their roots become established. And established ornamentals treated with FOLICOTE® stand a better chance of surviving the desiccating effects of weather. Use it or lose it... if s your choice. Call for tech service, samples and information 1-800-257-7797, In NJ (609) 665-1130 The Water Management People <a> Aquatrols Corporation of America, Inc. 1432 Union Avenue, Pennsauken, NJ 08110 FAX 609-665-0875 Circle No. 108 on Reader Inquiry Card 50 LAWN CARE INDUSTRY SEPTEMBER 1988 CLASSIFIED RATES: 85 cents per word (minimum charge, $25). Boldface words or words in all capital letters charged at $1.10 per word. Boxed or display ads 
charged at 1X $75; 3X $70; 6X $65; 9X $60; 12X $55 per column inch (one inch minimum). Agency com-mission allowed only when camera ready art pro-vided by agency. For ads using blind box numbers 
add $10 to total cost of ad. Send ad copy with 
payment to: DAWN NILSEN, LAWN CARE INDUS-TRY, 1 E First St., Duluth, MN 55802. (218) 723-9200. HELP WANTED Management opportunity for licensed pesticide operator with growth oriented landscape com-pany located in the Pacific northwest. Applicants 
must be aggressive, innovative and responsible. B.S. in agronomy and etomology or related area. Resume and salary history to: 2002 132nd South East, Bellevue, WA 98005. 9/88 SALES/MARKETING CAREER Š Selling leading line of fertilizer and chemicals. Golf course, LCO, and distributors. Golf and lawn care experience 
and turf education a plus. Salary, bonus, auto, overnight travel (Wl, MN, IA). Send resume and salary requirements to: Lebanon Chemical, Randy Rogers, P.O. Box 8002, Rochester, Ml 48063. 9/88 FIELD OPERATIONS SUPERVISOR for expand-ing Boston area full service tree and landscape company. Responsibilities to include operations management of 4-6 crews along with limited field work. You should have a strong and diverse tech-nical background including trees, turf and spray-
ing, plus previous management/supervisory experience, and a willingness to locate in the sub-urban Boston area. Full package of benefits. Start-
ing salary 30K +. Please ask for Mike. 617-359-4855. 9/88 LAWN CARE SERVICE & MANAGEMENT PERSONNEL We are expanding our lawn care operations into the Northeast, Southeast and Midwest. This rapid growth affords immediate oppor-tunities for people in the service and branch management areas who want to contribute in building a major lawn care service organiza-tion. As a national leader in the service industry, our compensation benefit portfolio includes com-petitive salary bonus, company vehicle, major medical and dental insurance, profit sharing retirement plan. To be considered for this opportunity submit your resume and salary history in confidence 
to: Director of Personnel TERMINIX INTERNATIONAL COMPANY L.P. 855 Ridgelake Blvd. Memphis, TN 38119 SALES REPRESENTATIVES - Landscape mainte-nance firm that has been established for 30 years in southeast Florida has several openings for over achievers. We are looking for people who can challenge our top sales person who sold over 
$1,000,000 in 1987. Applicants should have a background in horticulture, turfgrass manage-
ment or pest control. 30-50K first year s earnings. Applications for training supervisors, service routes and pest control technicians are also being taken. Call or write Mr. DeMaria at 3101 North 
West 16th Terrace, Pompano Beach, FL 33064, 
305-977-0110. 10/88 Lawn Careî^S" Career opportunities coast-to-coast. Employer retained. Experts in personnel since 1968. USA Careers 5153942556 New Hampton, IA 50659 GROW WITH TURF: Career opportunities are available for professionals with experience in lawn care, landscaping and irrigation. We're looking for aggressive self-starters to join our organization. Thrive on the challenge of our growth. Enjoy above average earnings and excellent benefits. Send re-
sume and salary requirements to Turf, P.O. Box 433, Moorestown, NJ 08057 or call (609) 778-
0780. 9/88 MANAGEMENT Ever-Green Lawns Corporation, a divi-sion of the multi-national ADT Limited, interested in discussing management opportunities with lawn care profession-
als looking for a change. Please respond 
in writing only to: Corporate Recruiting Manager Ever-Green Lawns Corporation 1390 Charlestown Industrial Drive St. Charles, MO 63303 ServiceMASTER If you are in the lawn care business,. . . in a related field, or...just looking to get started... WE CAN HELP YOU GROW! Our network of over 3600 independently owned franchised businesses worldwide testifies to our ability to help the small business owner to flourish. If you are enthusiastic, growth-oriented, and interested in learning what ServiceMaster has to offer, then we are interested in getting to know you! For more information call: Roger Nondorf ServiceMaster LawnCare 1-800-255-9780 HANNAY HOSE REELS: New in the box. E1526 s and E1530 s - $339.00. We will ship and pay freight anywhere in the U.S.A. and Canada. Immediate delivery. Other size reels and parts available at 
fabulous savings! Call 313-543-2200, in Michigan. 
Outside Michigan - 1-800-843-LAWN. TF COMPUTER SOFTWARE AND COMPUTERS: Call to find out why we are the choice of people who 
compare computer systems for lawn and tree 
care. Real Green Computer, 2775 Haggerty Rd., 
Walled Lake, Ml 48088, 313-669-1118; 
800-247-3128 (outside Michigan). TF Redi-Ramp fits standard and mini pickup trucks and trail-p ers. Replaces tailgate. Loading capacityŠ1300# $425.00. Freight included. NO DEALERS PLEASE. Order DIRECT today' (414) 898-4221 from METKO. INC. 1251 MILWAUKEE DRIVE NEW HOLSTEIN. Wl 53061 TRUCK ACCESSORY ^ SPECIALISTS PREMIER PICKUP & VAN ACCESSORY USED CHIPPERS, BUCKET TRUCKS, BOOM TRUCKS: Stump grinders, stake bodies, tree 
trucks and dumps. New Morbark and Woodchuck Chippers. Rayco stump grinders at discount prices. We also buy trucks and equipment. Op-dyke, Inc.. Hatfield, PA(Phila. area) 215-721-4444. 1/89 Perma Grain 2001-LV on 1986 Ford Ranger Chas-sis 5 spd. with overdrive. Assume payments of $348.00 per month. Call Daryl at 215-678-5800. 10/88 CHICAGO SUBURBS Lawn Care Company. 20% 
growth. Customers, Equipment, Fully Comput-erized. Excellent opportunity for motivated entre-preneur, call 312-543-7998. 9/88 FOR SALE TRUCKS, TRUCKS, TRUCKSI! 9 International Har-vester 1973-1978 with complete spray package. 1600 and 1700 V365 and V446 gas engines, 1200 and 1400 gallon tanks with 10 gpm and 20 gpm bean pumps. Single and double reels available. Well maintained, selling at READY TO PRODUCE prices. Call Mr. Reid 612-884-3663. TF SPRAY TRUCK - 78 Ford LN6001100 gal. SS tank w/mechanical agitation, 2 reels, 20/20 pump, 16 HP engine. Excellent condition. Make Offer. 317-966-7397. 9/88 GM W-4 SERIES TANKER, 500/200 gal. split stainless steel tank, dry storage area 2 reels, Wan-ner Pumps and Tanks, excellent condition. $15,500.00. Call 312-657-9693. 9/88 Parmley to lead PLCAA in 1988/1989; officers named ALPHARETTA, GA.ŠRobert F. Parmley, general manager of the Bare-foot Grass Lawn Service, Inc. franchise in Wheeling, 111., was recently named president of the Professional Lawn Care Association of America for 1988/1989. The board of directors approved its new slate of officers and directors at its meeting on Aug. 8. The new slate will be voted on by the membership in attendance at the annual business meeting in New Orleans in November. Other nominations are: Vice president-electŠJoseph L. Winland, vice president of group support, Tru Green Corp., Atlanta, Ga. Secretary/treasurerŠDavid W. Sek, sales representative, Monroe Tree & Lawntender, Inc., Rochester, N.Y. Directors, appointed to three year terms, are: Bruce Fowler, gen-eral manager of franchising, ChemLawn Services Corp., Columbus, Ohio; Neal A. DeAngelo, president, Lawn Specialties, Hazleton, Pa.; Tim Doppel, president, Atwood Lawncare, Inc. Sterling Heights, Mich.; John R. Robinson, president, Green Drop Ltd., Calgary, Al-berta, Canada. The associate director, who serves a one-year term, will be elected by the new board at its first meeting in New Orleans. LCI Circle No. 112 on Reader Inquiry Card HENDERSON Š PICK-UP EXTRA PROFITS With the gjUte PICKUP SPREADER The CHIEF FS-P Is the Performance Leader In the Self-Powered, pickup Mounted Spreader market.... Designed to meet the ice control needs of cities/municipali-ties/and independent operators for fast, efficient spot and clean-up work on bridges .at intersections ^ ..hospitals..schools .shopping malls.. In-dustrial areas., airports ..parks., apartment and condo complexes., the list goes on and on and on... The FS-P is a quick mounting «h. utility spreader for light wBm iMI^HMfe duty trucks. Self-pow-ered by an 8 HP 4-cycle air cooled engine that is controlled from the cab. The material being spread is metered for accuracy and economy of spread. MANUFACTURING COMPANY P.O. BOX 40 MANCHESTER, IA 52057 PHONE: (319) 927-2828 PROFIT BUILDER for: LAWN & GROUNDS MAINTENANCE PERSONNEL Now you can turn the winter blues into green dollars, utilize your pickup in the off-season to service your regular customers and acquire new customers. The CHIEF FS-P Pickup Spreader is a fast, efficient and profitable applicator to handle ice control problems in the ever growing parking and service road areas. Make your business a profitable year-a-round business with the CHIEF FS-P. Contact us for more details. HENDERSON LAWN CARE INDUSTRY SEPTEMBER 1988 51 WANTED TO ACQUIRE Lawn care companies of all sizes in U.S. and Canada being sought by national cor-poration. Complete buy out or stay and grow with us. If inter-
ested, please call me directly: John Hayes President TRU GREEN CORPORATION (404) 442-8700 STRICT CONFIDENTIALITY MAINTAINED WANTED LAWN SPRAY SERVICE FOR SALE - Well estab-lished in Central Florida with avg. gross -$350,000. Owner will consider financing part of selling price. Write to LCI Box 201. 9/88 ADVERTISERS INDEX NO. ADVERTISER PAGE NO. 101 Andgrow Fertilizer 11 102 Aquatrols Corp. of America. Inc 49 103 Billy Goat Industries 36-37 104 Brouwer Turf Equip-ment Ltd 43 105 C.D. Anderson Training Videos 44 300 Dow Chemical supplement 19-34 302 Dow Chemical-Dursban S 24-25 304 Dow Chemical-Turflon S 30-31 106 Edgell Expositions 41 107 Elanco/North/Team 3 109 Elanco/South/Surflan .. .3 108 Fine Lawn Research, Inc 51 110 Focal Point Publications 48 111 Gobee Protective Spray Legs 48 112 Henderson Mfg.'Co. V/.50 113 International Seeds, Inc 42 114 John Deere & Co 4-5 115 K L M Bio Systems 44 116 Kubota Tractor Corp. . .10 117 Lebanon Chemical Corp 6 118 LESCO, Inc 52 119 Mobay Chemical Corp. 38 120 Northrup King Co 47 121 O M C Cushman Ryan ..2 122 O M C Cushman Ryan 35 123 Rhone Poulenc 16-17 124 SCAN A Software Services 9 126 Turf Seed, Inc 15 
127 Uniroyal Chemical Co 12 128 Vermeer Mfg 48 New Products 175 CPN Corp./moisture analyzer 49 176 Snapper Power Equip./ tiller 49 177 Kubota/tractor 49 178 Hako International/ Verticuttor 49 179 New England Business Serv./invoices 49 This index provided as an additional service. The publisher assumes no liability for ommission or error. Orkin Lawn Care, a division of the world's largest pest control company, is buying lawn care companies of all 
sizes nationwide. Make your company part of an organi-zation with a proven growth and management record. All replies confidential. Please contact: JOHN RAYMOND Director of Acquisitions Orkin 2170 Piedmont Road N.E. Atlanta, GA. 30324 404/888-2802 Division of Rollins, Inc., a NYSE Company Wanted To BuyŠLawn care companies of all sizes anywhere in U.S. wanted to purchase by national corporation. If interested, please respond to LCI Box 197. Strict confidentiality maintained. TF Ever-Green Lawns, a division of ADT Limited, an interna-tional service company doing in excess of a billion dollars in sales, wants to acquire lawn care companies of all sizes. All inquiries strictly confidential. Please contact: Steve Hirshmugl Director of Finance and Acquisitions Ever-Green Lawns Corp. 1390 Charlestown Industrial Drive St. Charles, MO 63303 314-946-9700 Lawn care company interested in buying lawn care company(s). Miami, Ft. Lauderdale, or West Palm Beach area. Write LCI Box 200. 9/88 SERVICES TRAINING & CONSULTING SERVICES: Tech-nical, operational and managerial assistance available. Please contact: Philip E. Catron, M.S., P.O. Box 375, Damascus, MD 20872. 301-253-5652. 12/88 MISCELLANEOUS KELWAY® professional SOIL ACIDITY and SOL-UBLE SALTS TESTERS available from distribu-tors nationwide. HB-2 and SST brochures from KEL INSTRUMENTS CO., INC., Dept. 2, P.O. Box 2174, Vineyard Haven, MA 02568. (617) 693-7798. 11/88 Fine Lawn Research CHATEAU KENTUCKY BLUEGRASS An exciting new variety from O.M. Scott & Sons extensive turfgrass breeding program, Chateau Ken-tucky Bluegrass has all the positive qualities for those looking to improve their Bluegrass selection. Chateau is marketed by Fine Lawn Research, Inc. It is a semi-dwarf cultivar, very aggressive and forms a tight thick emerald green turf. Chateau can be used by itself or in a blend. Chateau grows well in sun and shade and has exhibited excellent re-sistance to most major turf diseases. Performance in turf trials through-out the United States and Canada rates Chateau as one of the top Cate-gory I Bluegrasses currently avail-able commercially. Available now at your local Lawn Seed Dealer! Top Rated Nationwide! Ideal for Home Lawn, Commercial and Athletic Fields Finelawn 1 Turf-Type Tall Fescue has proved to be an extremely excellent var-iety of lawn seed. Its bountiful green color and attractive, narrow tapering leaves were judged high quality. Plus Finelawn 1 demonstrated significant resistence to heat, drought and disease. Tested beauty 
and toughness Š it's what 
makes Finelawn 1 an out-standing choice for home lawns, commercial lawns and recreational facilities. Available at your local Lawn Seed Dealer! For more information or test results, see your dealer or write: Fine Lawn Research, Inc. RO. Box 290 Madison, Georgia 30650 Finelawn TURF TYPE TALL FESCUE* ¡MMMMIliM^ ifmMmMm THE THOROUGHBRED OF LAWN GRASSES Circle No. 108 on Reader Inquiry Card Contains pendimethalin. I i VvJ .. .., _ Ł active ingredient pendimethalin provides broader spectrum weed control Ł registered for use on both northern and southern turf grasses Ł application flexibility permits programming to control both early and late germinating weeds Ł increased profitability due to lower product cost Ł convenient packaging requires less storage, simplifies shipping and handling And LESCO understands the lawn service business. That's why we offer an innovative selling program with terms designed to improve first-round cash flow. LifEW PRE-M 60 DG Herbicide PRE-M 60 DG Herbicide StS-psas«»-is the standard ton pre-emergent weed control LESCO PRE-M 60DG Herbicide. The pre-emergent weed control standard. Order today. (800)321-5325 (800)686-7413 NATIONWIDE IN OHIO LESCO, Inc. 20005 Lake Road Rocky River, Ohio 44116 (216) 333-9250 <7 CYAN AM ID Agricultural Division VPC Ventures Wayne. NJ 07470 Circle No. 118 on Reader Inquiry Card ŠI