The Landscaping Sales Kryptonite: Poor Preparation
Wouldn’t it be great to have an amazing sales journey at your landscape company? To close more deals, have a process that really works, and build meaningful rapport with prospective clients?
That’s the goal. We all want sales to come easier, with less frustration, and attract ideal clients.
But the problem is, there’s something zapping your strength in the sales process. It's your kryptonite.
In the landscaping industry, that kryptonite is poor preparation. Even if you don’t realize it, a lack of intentional planning and process is causing deals to fall apart before they even begin.
Join me, Chad Diller, and sales coach T.M. Dickinson in a recent episode of the Landscape Leadership® Podcast. We'll unpack tips based on 25+ years of experience of selling in the green industry.
Audio Podcast
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What Does Poor Preparation Look Like?
A lot of landscape salespeople believe they’re prepared. They’ve been in the industry for years, they know the work, and they know the products.
But in reality, many are going into meetings with assumptions or template approaches, which T.M. Dickinson argues is the root of many sales issues.
“Most salespeople are winging it,” T.M. says. “They think all clients are the same, so they go in with a ‘one size fits all’ approach. But every client is different, and proper preparation means knowing that.”
Sales interactions, when poorly prepared, feel impersonal and transactional. Imagine someone comes into your home to sell you an HVAC system and pulls out a checklist, treating you like the next stop on their route. It doesn’t make you feel valued.
The same goes for landscaping sales. A templated approach won’t cut it. The difference between a good sales interaction and a poor one often boils down to how much you’ve prepared.
The Importance of a Tailored Approach
When selling landscaping, being prepared means more than just knowing the client wants a patio or outdoor kitchen. It’s about understanding why they want it and how they plan to use it.
Image Source: Outback Landscape
T.M. shared a great example: “I spoke with a woman who wanted a fire pit and seating wall. At first, it seemed like a simple request to get her husband’s grill off the wooden deck. But as we dug deeper, she revealed the real reason: She wanted a place where her grandkids would want to visit more often. Her emotional why was not about the structure itself, but about creating memories with her family.”
By asking thoughtful questions, T.M. discovered the true motivation behind the project, which made his proposal resonate on a deeper level. This is the kind of preparation that turns a lead into a lifelong client.
Key Preparation Strategies
So, what does proper preparation look like for a landscaping salesperson? Here are a few key strategies that T.M. and I discussed:
1. Research the Client
Before stepping into any meeting, take time to research the client and their property. Tools like Google Maps and Zillow can give you a visual understanding of their home and neighborhood.
T.M. also suggests using platforms like LinkedIn to get a sense of the client’s personality type. “Are they achievement-driven, results-focused, or more people-oriented?” T.M. asks. This can help you tailor your communication style during the meeting, a tactic used in the DISC behavioral assessment framework.
2. Leverage Lead Intelligence
Most landscapers collect basic information like the type of project a client is interested in. But are you using the full range of data available to you? Tools like HubSpot can show you what pages a client has visited on your website, what blog posts they’ve read, and what emails they’ve opened.
“If I saw that a client is looking at cost articles and case studies on outdoor kitchens,” Chad explains, “I’ll would ask more pointed questions to draw out those interests in the conversation. This type of lead intelligence allows you to connect more effectively.”
3. Statement of Intent
A simple but powerful tool in the sales process is what T.M. calls a statement of intent. This sets the stage for the meeting, showing the client that you’ve prepared and have a plan. It also demonstrates respect for their time.
Here’s an example:
“Mr. Smith, today’s meeting will take about 30 to 60 minutes. I’d like to start by asking you questions about your family and what you want to accomplish with your outdoor space. Then, we’ll go outside to look at the area, and I’ll take some photos and measurements. We’ll wrap up by discussing the next steps. Does that sound good to you?”
Image Source: Mid-South Night Lights
This approach not only demonstrates professionalism but also invites the client to give feedback or adjust the plan, which helps build trust and rapport.
Asking the Right Questions
Preparation doesn’t stop at gathering data; it’s about asking the right questions during the conversation. T.M. emphasizes the importance of listening 80% of the time and asking thoughtful, open-ended questions that invite the client to paint a picture of their dream space.
One of T.M.’s go-to questions is, “What’s driving you to make this decision now?” This question digs into the emotional reasons behind a project, giving you a clearer sense of the client’s priorities.
Image Source: Monarch Landscape Management
Follow-up questions like “How will you measure the success of this project?” and “Can you describe what a perfect day in your new space looks like?” help you tailor your proposal to meet their vision.
[RELATED READING: See How Easily You Can Use These 5 Elements of Storytelling to Sell More Work]
Practice Makes Progress
Great salespeople aren’t born; they’re trained. Just like professional athletes, salespeople need to practice the fundamentals. T.M. points out that mastering the basics—like knowing the client's personality type and asking the right questions—takes discipline and repetition.
“There’s a difference between discipline and motivation,” T.M. says. “Motivation fades, but discipline creates habits. Good habits take repetition.”
That’s why it’s essential to create a pre-call plan for every sales interaction. This includes doing your research, coming up with specific questions, and crafting a statement of intent. Over time, these habits become second nature, making you more effective in each sales conversation.
Proper Preparation: Your Landscaping Sales Superpower
At the end of the day, preparation is the antidote to the sales kryptonite plaguing many landscaping businesses. By knowing your client, asking the right questions, and having a solid plan, you’ll build trust, close more deals, and attract the kind of clients who are a perfect fit for your business.
At Landscape Leadership®, we’re committed to helping landscape companies improve not only their marketing but also their sales process.
That’s why we’ve partnered with T.M. Dickinson to offer sales training to our clients. We believe that by mastering the fundamentals of preparation, you can dramatically improve your close rates and reduce the frustration that comes with unstructured sales efforts.
If you love thought-provoking conversations like these, subscribe to our blog. We'll also invite you to connect with T.M. Dickinson or Chad Diller on LinkedIn.
If you want to learn more about improving your sales process with technology and coaching, feel free to request a consultation.