As one of North America's largest and fastest-growing commercial landscape companies, we’re often asked to contribute to industry publications and participate in panels about what it takes to build a successful and sustainable company. For owners, it can seem there are more speed bumps impeding the growth of their landscape companies than can be counted sometimes. Even when they see a growth period, the inevitable plateau eventually drags that momentum down to a crawl. While there’s no cure-all, strong sales management strategies are a proven way to realize consistent growth for commercial landscaping companies.
The trouble we see in our industry that most often impedes growth is that sales is still seen as a necessary evil by too many firms. They hold on to outdated opinions about what it means to be a salesperson and they don’t invest in training for their team members working with prospective clients. Modern sales strategies, which we’ll discuss today, are more customer-focused and aim to build lasting client relationships, unlike the “used car salesman” image that too many people still have in their minds when thinking about what it means to be a salesperson. These modern strategies help ensure consistent revenue increases for the company, benefit employees by maximizing their potential, and create a much more enjoyable and informative buying experience for clients.
As you’re about to read, when a workforce gets top-notch sales training and modern resources to advance their careers, it naturally propels company growth. And when your people buy in, your company levels up. To get full buy-in while growing a successful and sustainable landscape company, we’ve found the following strategies to be the most effective.
The Role of Sales Managers in Commercial Landscape Companies
It’s easy to see why sales managers are often considered linchpins for driving commercial landscape company growth, nurturing client relationships, and maintaining consistent performance across regional markets. Below are three key areas of landscape sales managers’ focus.
- Client acquisition and retention
- Revenue forecasting and meeting sales goals
- Mentoring and coaching their sales teams
Starting with client development, sales managers are tasked with identifying and pursuing new business opportunities. They should work with marketing teams and use their insights to help generate quality leads for their reps. Once they convert to customers, they are more likely to stay loyal to the landscaping company if the sales manager works on building long-term relationships with each client from the beginning of the partnership.
As for customer satisfaction? Client expectations must be clearly defined and met. Or else, it’s easy to shop for another provider in a competitive industry like commercial landscaping.
When it comes to revenue and meeting sales goals, sales managers are responsible for setting sales targets for teams and individual salespeople. They must strike a balance between realistic budgets and ambitious goals. Revenue forecasting using market trends and historical data helps find the sweet spot for sales goals. Forecasting also helps with budgeting and managing future resources efficiently.
Monitoring sales and tracking KPIs (key performance indicators) is a manager’s core responsibility. A crucial priority is making sure team members are on track to hit sales goals (and reach their own potential).
In football, the Xs and Os (coaching) get less credit than the Jimmies and Joes (players). However, it’s rare for a team to thrive without great coaching. Sales managers who take mentoring their team seriously will see their teams exceed its sales goals. Coaching starts with training programs directed by sales managers. After a sales team has the skills and knowledge they need, performance reviews give the team members guidance on improving techniques they’ve been trained on.
Then there’s the motivational aspect leaders must take to heart, so salespeople remain engaged with the process and stay upbeat even during sales slumps. Incentive programs play a role, but a solid sales manager can also motivate through proper recognition.
Those three areas of focus can be a bit trickier for national landscape companies. Why? Other factors come into play, such as:
- Market adaptation
- Consistently representing the brand
- Resource allocations
Every sales strategy has to adapt to regional climates, regulations, and customer preferences. Service quality must remain top-tier while allowing pivots for local nuances (i.e., dry climates versus rainy regions).
Why Sales Management Training Is a Must
Sales management training isn't a “nice-to-have.” Successful landscape companies know it’s a must-have for improving team performance and morale. High-level training gives teams communication and negotiation skills they often lack when entering a new role. The closing techniques they learn produce higher company profits while providing the individual with a skill they can leverage in any industry sales career or when launching their own business.
Solid sales training ensures sales staff come to work confident in their abilities. This means the world for job satisfaction and performance. What about the ROI? Salesforce reports companies with robust training programs see a 24% increase in profit margins. That’s not all, though.
91% of companies and 81% of employees say upskilling or reskilling – learning new skills for a different job path – has boosted productivity.
You may have never heard the term “consultative selling.”
However, this sales strategy is vital to keeping landscape clients satisfied (or delighted as HubSpot would phrase it!). Clients prefer to be listened to by salespeople rather than having services “pushed” on them. Being a trusted consultant creates better client-provider relationships and higher retention.
A salesperson who listens can effectively tailor their approach to individual property owners and managers.
Perhaps the toughest challenge facing sales leaders is maintaining consistency across various regions. A systematic sales training program overcomes this challenge when it includes:
- Sales teams are included in the company’s vision
- A shared sense of purpose is created
- Standardized processes (with regional flexibility)
- The brand stays consistent by the sales staff’s understanding of the industry, plus regional nuances
At Yellowstone Landscape, brand consistency happens naturally because we fill about 75% of our management roles internally. And our sales training programs make it possible for our staff with no prior sales experience to transition from operations to sales quickly and successfully.
Comparing Traditional Corporate Sales Models with Our Approach
Let’s see a quick breakdown of two different sales strategies for national service businesses to further highlight how our approach differs from conventional wisdom.
Traditional Corporate Model
- Centralized control
- Unified strategy
- Limited ability to adapt
- Potential cultural or geographical friction
Yellowstone Landscape Model
- Balanced approach
- Branch autonomy
- Local expertise
While our company uses goals set by leadership, each of our 70-plus local branches is empowered to implement the right steps to achieve the goals. In fact, it’s not a stretch to say Yellowstone branch managers are the CEOs of their region. Since they understand the area, climate, and people where managers live and work, it’s good business to let them make critical decisions.
Each branch not only collaborates with leadership, but branches also work together, connecting and sharing knowledge to find innovative solutions for their customers.
The result of this tailored approach and local empowerment is more precise and faster responses to our clients’ needs. This produces more lasting client relationships, countless referrals for our sales team, and higher overall profits.
Here’s our strategy:
- Annual Kickoff meetings to align the entire organization
- Top priorities and goals are highlighted at the Kickoff by our leadership team
- Kickoff meetings get high employee engagement because we ask them to write down ideas and concerns beforehand (so they’re not put on the spot)
- From there, local branches set their growth goals within guidelines provided by senior leadership
We believe our modern approach is a better fit for today’s environment. Decisions made where they make an impact (locally, not on a whiteboard 1000 miles away) are better-informed decisions. It’s a more responsive model that’s honed in on customer needs and provides a feeling of ownership for every Yellowstone Landscape team member.
Yellowstone’s Sales Management Training Program
We believe landscaping companies’ training should rival any industry’s training programs. Landscaping professionals deserve the chance to excel in their careers just as in any other industry. It takes comprehensive landscape knowledge and updated skill sets, starting with the following onboarding steps:
- New hires at Yellowstone receive a proven training roadmap, so they’re hyper-prepared for their role
- Training is consistent across branches
- Tailored approaches allow for individual new hire needs
It doesn’t stop there. Our staff benefits from ongoing professional development. Workshops and seminars give each employee the chance to rise to top positions in our company (or any landscape company). We also offer countless online courses and mentoring programs.
Our sales managers have access to a vast knowledge base of best practices and industry trends (sustainability, integrated pest control, smart water management, etc.).
Annual Sales Kickoff Each January
This premier event is like no other in the green industry. It brings our nationwide sales teams together at the start of each new year, setting the tone for the exciting twelve months ahead. See the event highlights below:
- Strategy discussion, networking, and intensive training sessions
- Celebration of the prior year’s successes
- Goal setting
- Keynote speakers from our industry and outside industry sales experts
- Skill-building workshops
- Popular team-building exercises
"One of my favorite events is our Sales Kickoff. It's an incredible opportunity to connect with colleagues from across the country.”
Local Training for Commercial Landscape Companies
Our local workshops have been vital for meeting today’s lawn and landscaping challenges by discussing region-specific hurdles and opportunities. Mentorships on the branch level mean entry-level staff members get access to learnings from our most experienced leaders. Weekly Tailgate Talks reinforce goals, initiatives, and immediate concerns for our crews.
And to continue an unparalleled commitment to safety, nothing’s been more effective than official Safety Rodeos at each branch. Blending large-scale events with local training is a formula we recommend to any landscaping company trying to optimize growth.
The Long-Term Career Benefits of Sales Management Training
The goal of every company is to maximize opportunities for growth. Whether that be the growth of our client relationships, or maximizing each employee’s potential to contribute to the company and provide for themselves and their families. Sales management training programs help ensure both happen through comprehensive skill development in individuals. This builds strong teams.
Continuous learning via training programs means each employee has a chance to develop themselves professionally (in numerous directions). Staff members can choose the career path less traveled if they want to when company training is tailored to their individual needs and personal goals.
Premier sales training removes roadblocks to career advancement opportunities by preparing today’s crew workers to become tomorrow’s leaders. Of course, that means increased income potential with each step up the company ladder, leading to bonuses or higher commissions as an experienced sales manager.
And when excellent performance is consistent, the individual often receives industry-wide recognition, making them an even more valuable asset to any landscaping company.
Recruiting the Best: Why Join Yellowstone Landscape
It’s hard to pinpoint the number one reason a job seeker should join Yellowstone Landscape. Sure, it’s a chance to be part of an innovative company on solid financial ground. Stability and company growth are important, but our commitment to employee growth stands out just as much.
Everyone who joins our team gets an opportunity to create a better life for themselves and their family through a great career. From day one, they get access to industry-leading tools and resources for personal and professional development. They quickly become aware of their potential (sometimes for the first time) because the senior leaders mentoring them likely started in similar entry-level positions.
Any employee with the desire to advance gains Yellowstone’s assistance with the following:
- Study materials
- Test preparation
- Financial aid for certain certifications
Team members feel appreciated through mindful efforts to recognize their hard work. A laser-focus on their safety also shows how much we value our people. The same can be said for investments in cutting-edge landscaping technology and updated equipment that makes hard work less taxing.
Interested in becoming part of our team? Explore our opportunities here. See a sampling of what Yellowstone provides:
- Competitive salary
- Seasonal bonus for frontline workers
- Healthcare benefits
- Matching 401k
- Greatest opportunity to advance your landscaping career beyond the norm (in sales, IT, administrative roles, etc.)
What Our People Say
“I learned how to navigate the professional environment. Good solid people of character. Very hands-on. The core group of leadership have big hearts.” ~Team Member - Alpharetta, Georgia
“Passing out the Frontline Incentive Bonus checks to our hard-working folks is definitely one of the best moments of the year each year!” ~Kelly Johnson - Office Manager
Steve Jobs once said, “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.” And judging by the quality of work our teams are delivering this summer, our Yellowstone Landscape Professionals really love what they do. ~Michael Beltz - General Manager
Conclusion: Commercial Landscape Company Sales Training
Whether you begin your career at an entry level or you’re looking to grow from a mid-level role into leadership, never underestimate your potential. There’s no ceiling on what you can achieve if you take advantage of a good sales management training program.
However, not all companies offer these programs. And unfortunately, many sales programs that are available are based on the traditional “top-down” mindset. Either way, this often leaves employees lacking the newest skills and strategies to rise through the ranks of a company.
This doesn’t only limit an employee’s potential. If you own a landscape company, it can slow your growth or even block the type of success you deserve.
At Yellowstone, we owe our success to our amazing employees. From frontline workers to sales managers to office personnel to IT staff (and beyond).
Each role is valuable. Each person filling that role should be empowered to upgrade their position. It’s our role as a company to enable them to advance—and show them we believe they can.
