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-   Starting a lawn care business. (http://www.gopherforum.com/forumdisplay.php?f=32)
-   -   Book Excerpts: Chapter 4 – Selling (http://www.gopherforum.com/showthread.php?t=6495)

Steve 03-28-2007 05:17 PM

Beginner Mistakes from our friend Jim of promower.net http://www.gophergraphics.com/images/jim-small.jpg

Excerpts from "Earn $300 a Day Mowing Lawns"

From Chapter 4 – Selling

Quote:

Originally Posted by [b
Quote[/b] ]“Selling property maintenance services is probably the easiest selling job in the world. When you think about it, most
prospects actively seek you – they called you up, didn’t they? And you’re seeking them. So you’ve got desire on
both sides. That being the case, turning contacts into customers often amounts to nothing more than working out the
details – price, specific service, frequency, and so on. Further to the same point, when closing the sale, you don’t
need a death-do-us-part commitment. People can try your service for a week or two or three while risking virtually
nothing. That makes for very easy selling.”
....
On estimating prices: “Many beginners rightly perceive the importance of accurate estimates. If you bid jobs too
high, you won’t get many, and those you do get may soon be lost to lower bidders. On the other hand, if you bid too
low you could wind up working hard for little money. So it’s important to get it right.

“What is the correct price for a job? The correct price is a number that is satisfactory to both you and your
customer for at least one season. Your are making reasonable money, and the customer perceives that she is not
being ripped off. That’s the correct price.

“Please don’t write to me asking for a universal scale of correct prices, or a nationwide scale, or a citywide scale, or
even a block-wide scale. Except as you set it yourself, there is no scale. This deal is between you and your
customer – one on one.

“How do you begin [to set your price scale]? Start by setting a minimum price per stop. I don't know where you
live and can’t tell you what this number should be, but it’s hard to see how you can make out mowing lawns these
days for less than $10 to $15 each. This applies even to tiny lots in rundown neighborhoods. If an area won’t pay
even this little bit, advertise somewhere else.

“Most lawns today, especially in suburban areas, are large enough to pay far more than your minimum price. You
can set your scale for these lawns in either of two ways. One method is based on time.... Another method is based
on area....” [Both methods are detailed.]
....
On negotiations: “Suppose you quoted $30 a week to mow the lawn. Mrs. Smith says $25. You can almost certainly
compromise at $27, which should be within your wiggle room. If even that’s too much for her, you might point out
to that $27 is only $2 difference ... only about $50 total for the entire season. If she’s too cheap to go for that, you
might not want this job so much after all.

“Salesman that I’m not, I’ve resolved lots of price objections with a ‘try it’ close that seems to work very well.
‘Mrs. Smith, I don’t know how I’ll come out at $27 a week. It seems low. But if it’s agreeable with you, let’s try it
for a couple of weeks and see. I’ll keep time on the job, and we can talk about it later. Okay?’

“There is nothing to talk about later. Do a good job on her lawn. Charge $27 this season, $30 next season, $33 the
next....”
....

“As your business matures, you’ll probably have jobs you no longer want – distant, difficult, poor-paying. So too
with equipment: The stuff you started with is probably slow and weary. What to do? Surprise, surprise! Worn out
equipment plus bad customers equals a lawn mowing business to sell! Try not to buy one of these turkeys.”


Remember this section is only a small part of chapter 3, to read more please visit promower.net and order Jim's book!


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Read more about these lawn care business marketing categories.
General Business:
GopherHaul, Podcast
How to Estimate - Services To Offer:
Aeration, Apartment / Condo, bed edging, Color Change Plantings, Dethatching, Edging, Fall Leaf Cleanups, Foreclosed Homes, Gutter Cleaning, Hardscaping, Hedge Trimming, Home Safety Inspection, Irrigation, Landscape Project, Lawn Mower Repair, Mowing, Mulch Jobs, Outdoor decoration, Parking Lot Cleanups, Pet Waste Removal, Pressure Washing, Property Management, Snow plowing, Stump Grinding, Tree Removal
How to Estimate Jobs:
Lawn Care Business:
Barter, Bikini Lawn Care, Business Failure, Business loan, Business Plan, Debt, Debt Collection, Estimate or Proposal Form, Franchise, Fuel surcharge, How to sell, Insurance, Job Tracking, Lawn Care Contract, Lawn Care Customer Survey, Lawn Care Uniform, Lawn Care Videos, Operational Costs, Overhead Costs, Prepay, Pricing, Start up, Tiger Time Lawn Care,
Lawn Care Business Books:
Lawn Care Customers:
Buying customers, Commercial Customers, Customer Retention, How to get, Residential Customers
Lawn Care Employees:
1 Man Lawn Crew, Bonus Pay, training, Your First Employee
lawn care equipment:
bed edger, Lawn Care Truck, Leaf Sweeper, Mower, New Arrival, Trailer, UltraVac
Lawn Care Marketing:
Billboard, Brochure, Business Card, Community Projects To Promote Your Business, Coupons, Cross Promotion / Synergy, Direct Mail, Door hanger, door to door, Free Giveaway Contest, Free Lawn Care Flyer Template, Gift or Discount Cards, home show, Internet, Lawn Care Business Sales Letter, Lawn Care Logo, Lawn Care Marketing, Lawn Care Truck & Trailer Signs, Lawn Care Website, Lawn Signs, Magazine Ad, Magnets, Mailing list, Marketing on Craigslist.com, Newspaper Ads, Parade, Postcards, publicity stunt, Referrals, Review My Lawn Care Marketing Material, t-shirt, Welcoming Kit, Word Of Mouth
Seasonal Promotion Ideas:
4th of July, Armed Forces Day, Christmas, Election Day, Fall, Halloween, Memorial Day, Spring, Summer, Valentine's Day, Veteran's Day, Winter:
Software:
Estimation Software, Landscaper Software, Landscaping Business Software, Landscaping Estimate Software, Landscaping Software, Lawn Care Business Software, Lawn Care Estimating Software, Lawn Care Software, Mowing Software
Uncategorized:
Video:
Website:
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