If you’ve ever stumbled across a great opportunity by chance, then you probably have a good idea of how Deanna Trusty felt 10 years ago. Her husband had just accepted a new job and planned on shutting down their lawn care business, but she was interested in keeping it going.
“I had always worked in a climate-controlled office,” said Trusty. “Plus, since it was going to be dissolved anyways, I thought, ‘Why not try it?’”
Trusty had managed the office side of their business venture, handling the accounts of their residential, commercial, and sports turf customers. She was always passionate about the athletic fields, though. In fact, when Trusty and her husband started the business around 20 years ago, it was all because of an experience with a poorly mowed athletic field.
“When my son was little and started playing soccer, the organization didn’t cut the grass at the right height,” said Trusty. “So, instead of complaining about the problem, we decided to become part of the solution, and our family decided to take care of the fields.”
As the new owner of NKY Pro Turf & Lawn Inc., Trusty chose to sell the residential and commercial accounts and focus on what got her into the green industry in the first place: athletic fields.
Like many entrepreneurs, Trusty encountered a bit of turbulence in the beginning. From learning how to operate equipment to building a rapport with customers, she had to learn how to do the job while doing the job.
“The first year was rough,” Trusty said, “but I stuck it out, kept plugging along, and realized I really enjoy the work. I’ve met some really great people along the way who have helped, educated, and humbled me.”
Now, Trusty wants to return the favor and offer you some turf tips.
Deal With Challenges Creatively and Collaboratively
“Managing traffic, water, and expectations are probably my three biggest challenges,” says Trusty.
Between scheduled games, practices, and public use, there isn’t much time for her fields to recover, and that makes it hard to schedule maintenance.
“Sometimes, you have to think outside the box to get your desired results,” said Trusty.
Trusty says that a big part of thinking outside the box is leaning on others for problem-solving tips.
“I’ll consult with several others in the industry and ask them if they have a specific problem, what they’ve tried to do to fix it, and whether it worked,” said Trusty. “Then, I’ll compile all that info and do trial and error until I find something that works.”
Educate Your Customers, Employees, and Yourself
To Trusty, education and customer awareness play a “huge” role in the success of the green industry.
“Educating customers helps everyone understand the process a little better,” she says. “Most of the time, you don’t see the fruits of your efforts until the next season, so sharing how the process works is key.”
This process is a two-way street. Ensuring your employees are up to date on best practices and get the job done right helps them grow their skill sets in addition to keeping customers happy.
“If you skip a step or process like fall fertilization or aeration, you will see a decline in the following season,” says Trusty. “We can’t have that.”
When it comes to educating yourself, Trusty recommends joining a professional organization.
“Find an association you like and become a member,” says Trusty. “This will give you a community, and you will be able to network with like-minded people. There are several local, regional, and national associations.”
As a member of the Ohio Turfgrass Foundation and Sports Field Managers Association, Trusty credits both of them with helping her stay up-to-date with the industry.
“I go to their conferences and field days,” says Trusty. “I read blogs, go to workshops, and do research with trial and error to see what works best.”
Speaking of research, being a life-long learner can help you stay at the cutting edge instead of having to play catchup later on. For instance, Trusty learned about the benefits of topdressing with compost for nutrition thanks to her research.
“I’ve been topdressing with compost for years, and now I’m seeing more information on this topic, including studies that document the benefits,” says Trusty.
Stay Hydrated and Healthy
When you’re out in the sun all day doing strenuous work, Trusty stresses that it’s important to drink enough water. This may seem like a no brainer, but when you’re busy, it can fall by the wayside.
“I have had to quit in the middle of a job because I wasn’t hydrated enough and was getting nauseous,” says Trusty.
Keeping in shape is important, too.
“I’m a member of a local running club and this helps keep my stamina up,” says Trusty. “I have also done yoga and weight training and I feel my best in this line of work doing both.”
Focus on Your Impact
Remember that the customers and communities you serve are relying on you.
When it comes to managing relationships with and satisfying your customers, Trusty says that the key is consistent communication.
“I’ll reach out proactively to see if my customers need anything,” says Trusty. “I also like to have a routine meeting to make sure I’m on the same page and that our goals are aligned.”
As a sports field manager, Trusty tries to meet with customers at least every six weeks from March 1st through June 1st, which is peak playing season in her area.
Trusty stresses that keeping those who use the fields happy goes hand in hand with keeping the customer happy.
“I hope I can make [the players’] experience a little better, make them smile, and let them enjoy the space,” says Trusty.
One of Trusty’s best memories was one Mother’s Day right before a game.
“I always mow on Mother’s Day so the field has fresh lines and a nice cut before the games,” she recalls. “As I was finishing up, the girls’ team was warming up, and I noticed them walking over to me. They thanked me for taking care of the field and gave me a rose for Mother’s Day.”
Set Yourself Apart
When it comes to being successful in the green industry, Trusty says that your number one focus should be on finding solutions to your customers’ issues.
“One size doesn’t fit all, and the same program may not work for every customer,” she explains. “Revisit the goals you and your customer have set and make sure you’re getting the desired outcome.”
Remember that just about anyone can buy a mower, but doing the job right every time and truly listening to your customer is what sets you apart.
While Trusty’s introduction to the green industry was anything but planned, her determination and passion are what helped her turn that unexpected opportunity into a thriving business. So, no matter what stage of your career you find yourself in, the green industry has a place for you.
