Earlier this week, we interviewed Holganix National Sales Manager, Rob McCoy on how to increase lawn and landscape sales in the fall. We spoke extensively on building content calendars, prepay programs, handling canceled or unhappy customers, and specific metrics you should consider in your plans, such as your cost per customer and your cost per lead.
Over the past 20+ years, Rob has built and sold several lawn care companies, he also advises lawn and landscape companies on business operations, sales, and agronomics.
In this blog, we consolidate the top three campaigns Rob recommends lawn and landscape companies design to best take advantage of the fall opportunity.
For the full interview, watch the 40-minute recording below. If you are reading this blog via email, click here for the video.
Typically, a prepay in the lawn and landscape industry is given to customers to entice them to pay in advance for services. Often, that means getting paid in full for a year of service. In return, customers usually receive a discount or free service. Lawn and landscape companies can then use their hard-earned prepay cash to invest in efforts to grow the business in the winter and early spring when cash is tight. Getting prepays can also be a defensive maneuver to lock current customers into their annual plan and ward off competitors.
According to Rob, “you want to have your prepay campaign starting before customers receive their last application.”
Consider the following as part of your prepay marketing and sales campaign:
“I would also encourage you to send prepays out with your aeration and overseeding campaign for those customers that haven’t prepaid yet for the year,” notes Rob. “Give them the opportunity to save a couple of bucks, and rope those customers in for the remainder of their 2020 applications.”
“I often see lawn and landscape companies afraid to call their cancel list,” explains Rob. “But your cancel list will often have a higher close rate than cold prospects. Consider it your low hanging fruit!”
Consider the following as part of your canceled customer marketing and sales campaign:
When it comes to lawn care, aeration and overseed services can sometimes double the revenue you make per customer. Plus, aeration and overseeding can improve your customers’ agronomic results by improving soil conditions, thin or patchy grass conditions, and improving root growth.
Consider the following as part of your aeration and overseeding marketing and sales campaign:
We've designed numerous marketing tools for you to utilize during your aeration and overseeding marketing campaigns to help reel in customers. Download your Aeration Business In A Box to access your tools today.
Some of the tools you'll have access to include:
Your box contains video content that you can post on your website and share on social media. The video discusses the benefits of including aeration applications in your lawn care program and is a great telegraphic tool to educate customers on the benefits of aeration for the health of their lawn.
Your box contains mailers including: postcards, letter/prepay text. The post cards and letters are designed to target your current customers and sell them aeration. The prepay text can be added to any prepay invoice for an aeration program.
Your box contains educational materials on the science behind Holganix and how it helps amp up the benefits of aeration. It also contains a recorded version of our webinar on Growing your business through aeration applications to help you market aeration services.