Editorial: There Is Unlimited Wealth In The Lawn Care Business Industry
By Daniel Pepper
"Our brains become magnetized with the dominating thoughts which we hold in our minds, and, by means with which no man is familiar, these 'magnets' attract to us forces, the people, the circumstances of life which harmonize with the nature of our dominating thoughts."
author of Think and Grow Rich
Contrary to popular belief, there is unlimited wealth in the lawn industry.
Think about it.
It is commonly known that if you divide all the wealth in the world amongst every human being, every person would have about $12M each.
Doesn't sound like a shortage to me.
But when you think in terms of limits, it will affect your level of success with your lawn business. As a result you will hold back and won't shoot for achieving all that you can. You will begin to be cautious, suppressed, and timid.
The truth is most people don't think about any fortune with a lawn business. They think that it's a "cute" little business with too many limitations and that the only way to make a fortune is through buying a lottery ticket or something "far out" like that.
This inhibition towards a lack of wealth leads most to hold back on what they should charge or who they will ask for money.
There are 2 areas in lawn business sales that quickly identify your true feelings about whether or not you think there is a shortage in the industry.
The first area is what you charge. Many, many lawn care business owners fear discussion of price, raising their prices, and are just plain "freaked out" about having a higher price than their competition. The truth is most are underpricing and the cause of this comes down to the lawn business owner.
The second area is pulling the punch when closing the sale.
There are copywriters out there who charge $30,000 - $70,000 for a complete project and no less than $15,000 for a single ad or sales letter, plus royalties (that's for just one ad/letter). They say that the secret to closing the sale lies not with their skill to write but in keeping a straight face and voice free from stammer when quoting their price.
Ever wondered why the high-end art and antique dealer writes down the price and slides it to the customer?
And so the lawn business owner becomes uneasy about quoting their price when they arrive at a home to do a quote because the house looks a little "rough". Perhaps the owner looks like he can't afford the service even though he called the lawn business owner.
As a result the lawn business owner pulls his punches. He throws the sales game at the end, accepts the first objection, and tries to get out of there.
Who hasn't been there? We all have.
Being uneasy about price, about who you're selling to and their ability to pay for lawn care, and the potential customer's ability to afford your service wreaks havoc on your ability to enjoy wealth in this industry.
And the bottomline truth is anytime you start to make the decisions for other people, it really reflects more about what's going on within you than with them.
There is a lot more to this subject but let me try and wrap this up.
If you want to accumulate wealth with your lawn care business and operate at full capacity, you can't think in terms of limits. You can't have any reluctance or timidity. There is more than enough to go around and good customers come in all shapes and sizes. Don't prejudge people or circumstances.
AN EXTRA PIECE OF MARKETING ADVICE...
Accept Your Competitors Coupons
This is an outright "smooth" strategy.
You can run this promotion in your lawn business for various reasons. All in the name of increasing your customer's spending within your business.
This strategy is stark simple - accept your competitor's coupons. This puts all their advertising dollars to work for you.
And, for the truly "brave", if you have the money to handle this last bit of advice, double the value of your competitors' coupons that you redeem. This could turn out to be the "big ticket strategy" for some of you reading this.
Until next time...