Jun 9 • General discussion
Selling Lawn Care
Lawn care is one of the easiest services to sell. About 80% of homeowners do some form of lawn care every year. Our job is to show them how we can do it better and cheaper than they can do it themselves.
For instance, if a customer wants to do their own aeration, they have to rent the machine themselves at a cost of around $100 for the day. They have to pick it up, do the work, wash the machine so they don’t get charged a cleaning fee, fuel it up so they don’t get charged extra by the rental company, and then return it. The monetary cost may only be $100, but what is their time worth? I’ll only charge them around $60 for the same service. See, it’s a no-brainer for them.
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And if you can get onto their lawn doing one service, you can usually get them to hire you for more.
Key Things to Focus on When Selling Lawn Care
- You can do it better and cheaper than they can do it themselves.
- What is their time worth? I like to point out that they only get so many weekends during the summertime, so why would they want to spend them doing yard work?
- Some people simply enjoy doing things themselves because it gives them purpose. I don’t like walking away empty-handed, so I try to get at least one service from them, usually aeration since it’s such a pain to do when you’re not used to it. But always go for as much work as you can.
This is my script. You’ll see this symbol (?), which means to say it like it’s a question. Doing this makes people think they should already know who you are, even if you’re new.
“Hello, my name is Weston, and I’m with Aerate Plus(?), your local lawn care company(?). How are you today? We’re working in the neighborhood, and I wanted to stop by to see if you have any plans for the upcoming lawn care season.”
If I had already signed up one of their neighbours, I would name-drop them or at least point out the house. Remember, when you do this, people automatically think you’re legitimate. People hate being first, but nobody wants to be last.
Know your services. The more you know, the more professional and knowledgeable you’ll appear to the customer. Always give tips, even if you aren’t performing that particular service.
For example, if they want to cut their own lawn, I’ll let them know their lawn will look its best if they keep the mower on its highest setting. Grass wants to be tall — it’s healthier when it’s around three inches high. When you cut it too short — which 90% of people do because they want it to look like a golf green — it puts all its energy into regrowing those three inches. Over time, the grass blades thin out, and weeds — which are opportunistic plants — move in when there’s room. The best defense against weed germination is a thick, healthy lawn.
Everyone wants that golf green look, but what they don’t know is that golf greens use a different type of grass called bentgrass. Bentgrass likes to be kept short, but it also has very shallow roots and is difficult to keep green during the summer. That’s why golf courses water daily and fertilise weekly, which most homeowners don’t have the time or desire to do unless they’re getting paid for it. The types of grass most of your customers will have are usually a mixture of Kentucky bluegrass, fine or tall fescue, and perennial ryegrass.
Don’t forget to Smile! Act like you belong there. I always act like I’m visiting a friend, so why wouldn’t they want to speak with me? People won’t buy from you if they don’t know you or trust you, so build trust immediately. Acting familiar is a great way to break down walls.
You never want to come across as intimidating when standing at a potential customer’s door. If there were steps, I would step down one so that when they came outside, they were physically taller than me. It made them feel like they were in a position of power, which made them more open to listening to what I had to say. The only time I would step up was when I was going to show them the programs I offered, and I would stand right next to them so we could look at the sales sheet together. If I wanted their attention, I would lower the sales sheet and lean away slightly, then lean back in when I was ready to show them the next service.
People feel safe on their porch, so one of the things I would do was get them off of it by telling them I wanted to show them something, then walking onto their lawn. I would say that nine times out of ten, they would simply follow me. This also gave me the opportunity to show them the problem areas, where they were, and how I planned to solve them.
Some people think a lawn is just a lawn, so I’d tell them, “Your lawn is not natural, but weeds are. So if you want the best-looking lawn, you have to put in the work to get it there.” That’s where you come in.
I always closed the same way:
“I have three service bundle options — A, B, and C. Which one would you like to go with today?”
A lot of the time, this was all they needed, and I would close the sale right there. Some people needed me to circle back and remind them how awful it is to do the work themselves, and after handling a couple of objections, I would usually get the sale.
Full course coming soon!
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Selling Lawn Care
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