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You gain customers pretty much the same way as you would in the spring time...just not as many. Market your business. hand out business cards. let everyone you know you are in the business. Fliers, ads in the paper, craigslist, yellow pages, door hangers, etc.
To get ready for the fall, look into fall clean up, aerating, and dethatching. get equipment that does those things. Example: Trailer, aerator/dethatcher, leaf blower/vacuum.
Did you look through the free flyer section? There is a flyer in there that says make the switch. It's marketing angle is to get customers to switch to you mid season if their current lawn care service provider has started to fail at showing up or is doing sub par work.