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A light upsell

August 18, 2021
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Gary Horton, Landscape Development
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By Landscape Development
Gary Horton

CEO Gary Horton’s latest article for Green Industry Magazine:

 

“Would you like fries with that?” Perhaps the most famous add-on pitch, ever. It’s easy, quick and most folks will go for those fries, especially with that savory salty scent surrounding the burger spot of your choice.

 

Add-on sales pitches exist for a very logical reason. They are the easiest way for retail sales venues to add high margin revenue dollars to their sales. How easy? The customer is already there, cash in hand. The customer already likes your products. The required effort to “add on” one more item, especially a smaller value item, is minimal. And the process is almost automatic as the customer is already in a buying mood, not “just looking.”

Maintenance contractors have long known that enhancements are where the money is. You’ve got the base maintenance contract. You already have the customer. They already apparently trust you, and you get to advise a captured client on additional goods or services they need or will benefit them. Generally, there’s no competitive bidding on enhancements because you’re the sole landscape service provider on the project — allowing you extra elbow room on your pricing.

This brings us to outdoor lighting. Few additions to landscapes upgrade the appearance and increase client satisfaction like quality landscape lighting. A gorgeous landscape that had previously been featureless and masked by darkness at night suddenly comes to vibrant life with the addition of well-designed, quality lighting.

You know your client, be it for an initial landscape sale or for maintenance of an existing site. Adding lighting is natural to your client conversations and the upsell is particularly easy because the payoff is so obvious and beneficial. Increased security? Yes! Nighttime beauty? Absolutely. Safety for visitors in your yard? No one wants a trip-and-fall case to litigate. Outdoor lighting can be designed to cover an extremely wide range of client price points and preferences, allowing you to overcome any pricing objections that may arise.

There are dozens of reasons your clients should have outdoor lighting. You just need to explain and demonstrate the benefits. This is an ideal use for a notebook computer or tablet. Show customers before and after photos and demonstrate how lighting nowadays can be easily custom-controlled, timed, automated, and animated. Lighting almost sells itself when properly demonstrated.

And more great news: Thanks to the advent of dependable LED outdoor bulbs, lighting costs less to install — fewer transformers, wires, etc., and it costs much less to run than ever before. Bulbs almost last forever so the hassle of clients complaining of burnt-out bulbs is almost nonexistent.

What about improving your business results? You already have all the tools to add lighting to your services. Your incremental cost of pushing lighting sales is almost zero. You maybe need a notebook and a few cut sheets explaining the benefits. Lighting is generally a modest addition to existing jobs or sales, so tucking in enhanced margins is unlikely to upset any deal or relationship. Lighting upsells get bolted onto your jobs, which already have overhead costs covered. Nearly all your lighting sales margin drops right to the bottom line. Finally, lighting installs fast, so the dollars flow back to you quickly.

There are lots of ways to grow your business. Getting brand-new customers every time is the toughest road to success. Instead, adding additional high-margin, valuable services like lighting installation and modernization to existing clients raises revenue and profits quickly and easily.

Next time you meet with a client, remember the extended warranty at the car finance desk or the $49.99 phone case at the Apple store. These folks know what they’re doing, and you should follow their example.

Add-ons like lighting are the easiest way to improve your bottom line without all the hassle of full-on business investment and expansion.

Gary Horton, MBA, is CEO of Landscape Development Inc., a green industry leader for over 35 years with offices throughout California and Nevada.

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Landscape Development Inc.
When it comes to large scale landscape constructio When it comes to large scale landscape construction, Landscape Development is the name to trust. Our experienced team has the expertise to handle projects of all sizes, from commercial properties to public parks. Let us help you create the outdoor space of your dreams!
Your landscape could look this good. We at LDI wan Your landscape could look this good. We at LDI want to bring your dream landscape to life! With expertise and high standards, we believe no task is too big for our experienced team. We are dedicated to customer focus, paying attention to every detail to give you peace of mind.
AT LDI, we are experts in implementing fire preven AT LDI, we are experts in implementing fire prevention practices, such as regularly mowing and trimming grass, clearing dead leaves and debris, and removing dry brush. Other strategies we employ include the use of fire-resistant plants, and creating fire breaks such as gravel paths or driveways. Our goal is to create a defensible space around buildings to reduce the risk of fires spreading, giving you peace of mind.
As a developer or general contractor, teaming up w As a developer or general contractor, teaming up with an experienced landscape contractor is crucial for successful construction projects, as this partnership offers numerous benefits to complement construction expertise and ensure project excellence. LDI offers peace of mind in a variety of ways, including seamless project integration, enhanced aesthetics and functionality, specialized equipment and resources, expert plant selection, collaboration and communication.
We understand the unique challenges of providing t We understand the unique challenges of providing top-quality service and value to homeowners associations. Landscaping and amenities bring value and enjoyment to residents, family and friends. We ensure these assets are maintained, enjoyable and safe – protecting this critical investment. We are dedicated to enhancing your site, making it grow to become more valuable, beautiful, and livable – now and for the future.
When it comes to large scale landscape constructio When it comes to large scale landscape construction, Landscape Development is the name to trust. Our experienced team has the expertise to handle projects of all sizes, from commercial properties to public parks. Let us help you create the outdoor space of your dreams!
Our industry-best construction team is dedicated t Our industry-best construction team is dedicated to building your project efficiently and safely. At Landscape Development, we believe construction demands superior workmanship to provide customers with the best quality builds. Our project managers inspect your job regularly, keeping you in control with comprehensive documentation.
Landscape Development is dedicated to making our c Landscape Development is dedicated to making our clients landscaping wonderful. Our commitment to construction projects with superior workmanship is commendable and speaks to the high standards our company upholds. Providing our clients with peace of mind.
Wishing you a well-deserved day of rest and relaxa Wishing you a well-deserved day of rest and relaxation. Your hard work and dedication make everything possible. Enjoy this special day!
We’ve planned our success to help build yours. W We’ve planned our success to help build yours. We’re large enough to service all your needs while our committed customer focus looks after the fine details. Everyone at Landscape Development, Inc. is trained to put you first. We hire the best people, implement the finest systems, and enforce superior practices to ensure we exceed your expectations for quality, creativity, safety, and service. We succeed only when you do giving you peace of mind.
It's often hard to find a balance between your bud It's often hard to find a balance between your budget and your dream landscape. At LDI, our landscape experts craft budget-compliant concepts. With a robust knowledge of landscaping plants and materials, we take your requirements and find creative solutions. We will work tirelessly to strike the perfect balance and bring you peace of mind. You deserve a landscape design that meets your budgetary needs, without compromising your design criteria!
Here at LDI, we believe that charity work is incre Here at LDI, we believe that charity work is incredibly important for building strong and supportive communities. It helps those in need, builds empathy and compassion, and promotes community involvement. We believe being a part of charity work is part of our Corporate Social Responsibility. We are dedicated to donating funds and sponsoring events and programs that support those in need. We encourage our employees to serve in the community, and we hope to inspire others to give back!
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A light upsell - Landscape Development Incorporated