How to Get Commercial Lawn Care Accounts: A Comprehensive Guide

Expanding Your Business: 
Tips for Winning Commercial Lawn Care AccountsLawn care business owners constantly search for new revenue streams. Commercial contracts offer large payouts. But many lawn care professionals scratch their heads when it comes to expanding out of residential deals -- how to get commercial lawn care accounts, they wonder. 

A commercial contract means consistent earnings. Whether servicing local real estate agencies, managing condos, maintaining HOAs, or servicing apartment complexes, they often come with more regular maintenance schedules. 

In this comprehensive guide, we'll look at some crucial considerations and strategies lawn care professionals need to know to win commercial contracts. We'll cover: 

A business must ensure they're ready for a commercial contract

Business is tricky. Growth is critical. Still, it's all about balance and making the right moves at the right time. It seems counterintuitive, but before a company asks how to get commercial lawn care accounts, they may need to answer whether or not they're ready for a commercial contract. 

The last thing any business owner wants to do is find themselves stretched too thin. There are breaking points, and it's always wise to consider the risks of scaling too quickly without the means to accommodate the growth. 

Not every business will be a good fit. Some lawn care companies may be ready for a deal with an entity like a homeowner's association — they have the equipment, the workforce, and the resources to service several properties well. 

Companies that take on more than they can handle quickly develop bad reputations. But what about businesses like banks? Maybe they're ready for that. It's about an acre to mow. Too easy? Go for it. It's a great start. 

Wondering how to get commercial lawn care accounts? Focus on your branding

Landing a commercial contract is much more complex than securing a residential deal. In business-to-business (B2B) deals, there are more layers to consider. Often, the labor needed to serve a commercial client well poses new and unforeseen challenges that differ from residential dealings. While there are exceptions to every rule, here are a few things lawn care businesses should consider that might make or break their chances of landing a commercial contract: 

To land commercial deals, homeowners often only want one thing: a nice-looking lawn. Business owners want the same but also extra levels of professionalism. They know their clients will pass by a lawn care team, so business owners treat the lawn care company they hire as an extension of their business. 

Are the mowers polite? Do they stop weed-eating when a customer walks by? What are they wearing? Is their truck and equipment well-maintained? These are the types of thoughts running through their heads. 

Again, some aren't like that. Many are. They want to avoid losing business. People are petty. Business owners know that. Everything must be above approach and professional in a lawn care company's operations before many business owners sign on the dotted line. 

Lawn care professionals must be able to identify their target clients

As mentioned earlier, not every contract suits every lawn care company — lawn care professionals must identify the type of business best aligned with their operations. Once they've done that, they can identify how best to interact with the decision-makers they're contacting. 

What works when marketing and selling to homeowners might not work as well with businesses. Professional business cards and attending networking events would be a helpful start for a lawn care company. 

Building a professional website is a must to landing larger deals

There are many ways to build a professional website: there are do-it-yourself, drag-and-drop website builders, artificial intelligence website builders, and a lawn care business owner can also hire an experienced web designer. Those looking to land a commercial contract need a professional-looking website. This point ties into the professional brand, but it's worth reiterating. Very few businesses thrive in the modern world without a website. 

A decision maker is going to take a look at the company's brand. They'll pass judgment. A well-done website communicates professionalism and helps business decision-makers think, "We're good to go," rather than "Eh ... I just don't know." 

Learn to develop leads and how to sell to them

Once a lawn care business has its brand in order and knows who they're trying to target, they're ready to build a list of individuals to contact and sell to. 

Build your list 

The list-building process can be pretty arduous. Scrubbing data is never easy, but tools like Scraper can help. It lets users pull all the information from a company's Google Business Page. Email contacts. Phone numbers. Address. It grabs whatever data is listed. 

For example, if a company were going after local banks, they would type "banks" in Google Maps and then have the software compile a list of local banks and their contact information.

This data provides a good starting point for businesses within a lawn care professional's locality.

Users can then export this data to an Excel sheet. From there, they can weed through the banks, look at their properties, and identify the decision maker, such as the bank manager, from the website. 

Develop a sales plan and cadence

Sales rarely happen on first contact. It takes an average of eight touchpoints to get a client to agree to a meeting. That's not the sale, just the meeting. To get an appointment on the books, a lawn care professional must plan how they will reach out to prospective business owners. 

Make sure the individual you're contacting is still the decision-maker. The last thing anyone wants to do is put in a lot of work, and the website has old contact information. The main goal is to learn whether or not this individual has the interest and the ability to do business. Some companies sign long-term contracts and cannot agree to anything new until the contract expires (make sure to find out when that is and note it). 

Lawn care owners must plan to reach out at least ten times to try to book a meeting using different methods. Something like this: 

 First touchpoint:  Send an introductory email and use a tool like VidYard to make a quick thirty-second video introduction to add a personal touch. Ask if the business owner would be opposed to a meeting. Wait two business days.

 Second touchpoint:  Send a follow-up email. Wait three business days. 

 Third touchpoint:  Call the decision maker. If they pick up, have a plan for what to say. Think about how the services provided would add value to their property. If their lot was scouted out, and it doesn't seem like a regular crew is coming by, that might be a good angle. 

If it looks like the business is serviced, they may be unhappy with the service or the current price, so it never hurts to ask. Maybe a lawn care owner notices how poorly the job has been done and can mention a new approach tailored to their business on the call to help them look better.

Have a professional voicemail written out in case they don't pick up. Always leave a name and call back number (and say it twice, once at the beginning and once at the end). Wait two more business days.

 Fourth to Sixth Touchpoints:  Send a series of quick emails to keep top of mind. Spread them out one business day apart. Find an extension like this free email tracker to know whether or not the emails are being interacted with in some way. These should be quick check-ins. If all else fails, and you want to trade an email for an in-person visit, swing by the office and bring them and their employees some coffee one morning. Wait a few days before trying again.

 Seventh Touchpoint:  Mail a handwritten letter. They're rare. Write a quick note, thank them for their work in the community, and leave contact information. Letters are powerful. It will get noticed. Wait two business days.

 Eighth Touchpoint:  Another phone call. Use the first script but with a few minor changes. 

 Ninth Touchpoint:  This will be the first "breakup" type email. At this point, this individual is too busy or uninterested. It may also be worth reaching out to another employee on the company list. A lawn care business owner should have already checked that the person they are contacting is still in charge, but sometimes, things keep them from responding. 

Wait one business day. 

 Tenth Touchpoint:  Send one last email. Say that this is a final attempt to get in touch and see whether there's interest there. 

This may not be the last time. A business owner should circle back to them at a later date. For now, giving some space is wise. Some sales take weeks; others take months, and — some of the best deals that felt like they'd never happen — take years. 

Prepare for the meeting and create compelling proposals

Once a meeting is booked, get ready for it. Don't overdo it and make it stressful, but devise a plan. In The Introvert's Edge, Matthew Pollard notes that one of the keys to landing bigger deals is to focus on the system, not the sale. He writes: 

"Many, and perhaps even most, sales books talk about the tactics you should use while in a sale: 'Use words the prospect uses.' 'Mirror their mannerisms.' 'Say their name often.' 'Ask for the sale!' And so on. 

But look at the underlying message of that line of thinking: It focuses on getting this sale. It says, 'If you don't get the sale, you did something wrong; that's on you. If you do everything you're supposed to do, you'll reel 'em in.' Except that's not true. No matter how good you are, you'll never convert 100 percent of potential customers."

Many lawn care business owners don't have a background in sales. When they read sales blogs or attend a sales conference, it gives them a lot of anxiety. So before going into a meeting, don't put that much pressure on it. Prepare. But don't stress. The process will work as a list of leads builds, and business owners will sign. Those who don't are lessons learned and not testaments to any inadequacies. 

One of the greatest tools in a sales meeting is a solid proposal. It should contain the following:

Disclaimer: This content is for informational purposes only. It should not be considered legal advice. Always consult with a legal or financial advisor regarding any contract language and decision. 

Introduction

Briefly introduce the company, highlighting experience, expertise, and commitment to quality. Share the mission and vision of the company. It may not seem like much, but every company has a reason for their existence. People love stories. Tell it well in the introduction. 

Services Provided

List the lawn care services provided – mowing, trimming, fertilizing, pest treatment, and landscaping maintenance. 

Pricing 

Create a transparent pricing plan. Discuss it openly to make sense and explain each price point and the services offered. 

Terms and Conditions

Spell out the agreement's details, such as who gets paid for what, when, and how, and include any service guarantees, cancellation policies, etc.

Networking and relationship building are a solid way to land commercial contracts

The best, most natural sales come from knowing people and word of mouth. Nothing is more powerful. Networking plays a crucial role in securing commercial contracts. Lawn care business owners should join networking organizations, attend Chamber of Commerce events, and even start conversations with their residential clients to let them know they also service businesses. 

Lawn care companies should consistently deliver exceptional service.

That first contract is the key to many other doors. A job well done will be rewarded. Imagine the contacts a business owner has. 

They call up a colleague, tell them their lawn care company is the best, and there's the next meeting. Referrals are the most effective and solidified way to gain new business. Do a good job and watch the company grow. 

Quick Summary

To win commercial lawn care contracts, business owners must determine their target and how to appeal to them. They should develop a sales cadence to increase their odds of booking a meeting with a client. 

Once the meeting is booked, a meeting plan and a well-thought-out proposal are the keys to closing a commercial account. Networking is everything. And exceptional service unlocks referrals and new business.