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    start a lawn care service business start a lawn care service business Document Transcript

    • Visit lawnsplop.comnow for your free flyer templates and training videos. How to triple your lawn care Clients. By Peter Ray.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Getting lawn care clients can be a daunting task when you are just startingout. I know many lawn businesses that have crumbled simply because theydid not know how to attract new clients.They were very hard working and talented people who simply just didntknow a the simple rules that you need to follow when it comes to getting thatmagical treasure, a paying client.Now Im going to start of by being a little controversial. Bare with me thoughas this is all going to make sense by the end of the book. The truth is... No one can ever do anything to get more clients! Now before you spit your lunch out and start yelling at your computerscreen, (or paper if you have printed this book out,) please let me explainwhat I mean. All can be revealed with one simple little equation.“What does this all mean?” I hear you ask. Well in order to get a client youneed to have two other things happen first. You need to generate a lead.Then you need to actually convert that poor helpless soul in to a client.Sounds simple enough doesnt it. The truth is, it really is.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.You cant directly do any thing to get more clients. But what you can doinstead is 1. Increase the amount of leads for your lawn business. 2. Increase your conversion rate .This is the absolute most fundamental concept to under stand so I will repeatit again. You can not directly do any thing to get more clients. You can only increase the number of leads you get and increase your conversion rate.Pause for a minute and let that sink in. Alright. Got that? lets look a bit deeperat what the hell all this means.What is a lead?To put it simply a lead is when some one interested in your lawn care servicescontacts you. They may phone you, they may email you or simply walk up toyou while you are busy mowing some ones lawn. This is pretty straightforward right? I guess the next obvious question then is..What the heck is a conversion rate?Your conversion rate is the percentage of leads that turn in to customers. Soif I had 100 leads and 80 of those people became clients then my conversionrate would be 80%.Again this is very simple stuff really, but its some thing that is over looked bymany of us in the lawn business. We are often to busy in the day to dayrunning of our business. Whos lawns are we going to mow today. When ismy trimmer going to be out of the repair shop? You know, all those little thingsthat consume our day to day lives.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.I guarantee you that if you take a step back and look at the big picture on aweekly basis your business will sky rocket. You will have more work than youever thought possible.Okay okay so that’s enough of all that "big picture" concept stuff. Now we candive right in to the more meaty, more practical, step by step guide of how toimprove your leads and conversion rates. How To Generate More Leads.Direct response fliers.This is the number one way that I built up my Lawn business. Fliers are greatbecause you can target a specific neighborhood and easily get 20 clientswithin a block from each other. Which we all know will dramaticly cut back onour travel time and in turn mean more money in our hot little hands!Most people however really have no idea how to create a successfulflier/direct mail campaign. Nor do they even bother to measure their results.Their fliers will be doomed to fail before they are even printed. Dont confusea successful flier with a nice looking flier. A successful flier gets you moreleads. Nice looking fliers dont necessary achieve you anything. Your fliersshould receive at least one response per hundred you post out. Typically myresponse rate is 7 out of 100, (but I have a few sneaky tricks up my sleeve toget this kind of rate.)Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.A successful flier should contain the following key things. • A benefit based headline • An Incredible offer • Scarcity • A call to action • Your detailsHeadlineStart your flier of with a headline that is benefit driven. It doesnt have to besome fancy pants clever pun. In fact, it is normally better if it isnt. I normallyinclude the offer some how in the headline too. NEVER EVER EVER EVERunder any circumstance what your business name as your headline. You willlose their attention very quickly if you do. The simple fact is that no one reallycares about your business. But they might care about a headline thatpromised a great lawn for a great price.BAD example. "Stinky Jim’s Lawn mowing. We give free quotes."Good example. "Call us today and we will mow you lawns Free of charge."This brings me to my next point.Give them an incredible Offer.This in my opinion is the single most important part of the flier. It is also thehardest part for many Lawn care professionals to understand. They find itvery hard to give away something for nothing. They are always thinking "whatcan I get now," rather than "what can I do to add massive value to mycustomers life right now that will in turn give me long term benefits."Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.An incredible offer IS NOT any of the following.. • Call us today for a free quote • Call us today for a 10% discount • Call us today and we will mow your lawns for free, (if you sign up to a six month contract.)Some examples of an incredible offer might be .. • Call us today and we will mow you lawns Free of charge with absolutely no obligation. • Call us today and we will mow your lawns for only $3.50 • Call us today and we will spray your Patio area with our organic weed killer free of charge.See the huge difference in value between the two? Yep. Now I know what youare thinking... Hold on a second there mate! I cant do that. People will rip me off!Its natural to think this. Sure there will be a small number of people who willnever buy from you but who cares! Trust me. You will still be rolling in cashfrom every one else. Better yet most of your competition could never bringthemselves to give away such an offer. This is a great because it means thatwhen you do this you will really stand out from the crowd.When you think of the amount of money each customer will spend with youover their life time, giving one free mow at the start of your relationshipinsignificant really.Scarcity.Give people a reason why they need to act quickly. Tell them in one way oranother that if they dont act now then they will miss out on this offer forever.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos. When I post out fliers offering to mow a lawn for free I normally use thefollowing sentence for scarcity. "Unfortunately I can only offer this deal to thefirst 20 callers as there simply isnt enough hours in the day to fulfill all therequests. (You could say I learned my lesson from the last time I made thisoffer. I was absolutely flooded with calls of people begging me to mow theirlawn.)A call to action.this is so simple yet so many people never do this. Tell your prospect whatyou want them to do next. i.e "Call us right now to request your free Lawncut." I know this might sound a bit airy fairy but trust me, this actually doesmake a big difference to the amount of leads you will get.Putting it all together.Now that you have a good idea of what to put in to your flier you also need toknow what to do next. TEST, TEST, TEST. You may have created what looksto you to be the most beautiful looking flier in the world with the mostincredible offer ever. but Who cares what you think! You certainly shouldnt!The only thing that matters is what your potential customers think. How doyou know what they think? Well test! On the first week mail out "Flier a." Inthe second week create a slightly different variation. May be change theheadline or the offer. Sender out "flier b" and at the end of the week measurewhich one got you more responses. Rinse and repeat. Over time your flyerswill become a lean mean lead generating machine! (Try saying that ten timesafter you have had a couple of cold ones on a Friday night! ;) I mentioned earlier in this report that I have a few tricks up my sleeve whenit comes to getting a better response from your flyers. One of these tricks is todo with how you actually deliver the flyers. My sneaky little Ninja tacticliterally doubled my lead generation rate. I have made a quick video thatexplains it in detail.Click here to watch the video of my sneaky little trick that doubled my leadgeneration rate literally over night.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Classified ads.Classified ads have been the blood line for many a lawn care professional’sbusiness. They simply work. However there is a right way and a wrong way todo them. First off, the same rules apply here as they do in the direct responseflyers. • Do not put your Business name in bold at the start of the ad. • Do not write "We give free quotes." So does every one else so who cares! • Have a benefit focused headline, or... • Have a strong offer in your headline. • Test, Test, Test.There are many different ways to stand out in the classified adverts. I find thatmore often than not having a dashed border around an ad increases theamount of leads you will get. Another thing that you can try is see if having aphoto of your smiling face makes a difference. In my local paper There is aplumber that I know is completely crushing the competition in the classifiedads simply because of his photo. He has a big beaming smile, lookstrustworthy and a very attractive man, (according to my girlfriend that is!)When you turn the page you cant help but notice his ad. Now obviously if youare uglier than the devil himself, or you have a tattoo saying "thug life" onyour forehead then this probably aint going to work for you. If you are goingto give this a try just remember to have great big smile and dont forget to testyour results.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Create a web site, (or get more from your site if you already have one.)Now dont crap you pants and say you cant do this or that you dont have themoney. These are just excuses, and frankly they are rubbish excuses. Settingup your website is easy. The bit that needs a bit more fiddling around with isknowing what to do to get leads from your site.My lawn care website is on average currently generating 5 leads per week. Ithink going in to specific detail about how to set up your site and being able togenerate this volume of leads is probably a bit too much detail for this reportso I will only start with a few of the basics here. (I am however planning towrite a whole report and create some step by step videos some time soon onhow to do this, so stay tuned.)If you have the money then you can pay for a designer to make a site for you.It can cost any where from $100 to $1000 depending on much you wantdone.If this is more than you want to spend then it is relatively easy to set one upyour self and for very little cost. It is around about $5 per month to host yoursite and about $10-$15 per year for a domain name.To create your website you do not need to know any coding. Go tohttp://wordpress.org/ and download their free software from there you willnext install this on your web hosting account. Add the pictures and writing thatyou want on it and in less than 2 hours you can have a professional lookingweb site that cost you next to nothing and will generate leads month aftermonth for you.Make it easy for prospects to contact you.An easy tip that will increase your website leads dramatically is to put acontact number, email and form on every page of your website. It reallymakes me tear my hair out when I have to search high and low on someonessite for their details.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.List your business in online localdirectories.If you dont have a website then this is a great way to build a presence on thenet. (And if you do have a website this is a great way to make it rank higher inGoogle as well as getting you more leads.) The best way to start is by goingto the directories that you are familiar with. i.e Yellow pages and craiglist.Next do a search in Google. For Example if your Lawn care business was inFlorida search for "local business directory Florida." You are bond to find afew directories that you can list your business on.Now not all directories are worth listing on. In fact some of them are moreuseless than having tits on a bull! But hey you have got nothing to lose intrying them out. Some directories charge you to be listed with them. As ageneral rule it is only worth paying for directories that you have heard ofbefore. Most of the paid directories will not give you a positive return on yourinvestment.Here is a quick little trick that will show you which directories your competitionis using. If you have a website this trick will also help you rank better inGoogle too. 1. Go to http://www.backlinkwatch.com/ 2. Enter the URL of your competitors web site. (Yes, a really annoying pop up will show but just ignore it and carry on.) 3. This site will show you all the links your competitor has coming in to their site. Some of these will be directories. 4. Next up click on those directory links and sign up for your free listing.This trick doesnt always give you a fruitful result, as often your competitorshave no links or they have really junk links that are not worth having at all.Just give it a go and see what happens.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Use Google.(No website required.)There are many ways that you can get bucket loads of leads from Google.Obviously if you ranking on the first page of Google thats a great thing. It canalso be a difficult thing to achieve so Lets just skip this part for the time being.Instead lets take a quick little look at two other ways we ca use Google to ouradvantage. Google places and Google ad-sense.Google places.When people search in Google for a local service the search results oftenshow a map of the area with red markers that indicate where local businessesare based. If you add your business to Google places then there is a verygood chance your business will show up. Its free to join, does not require anytechnical skills and only takes ten minutes to set up. Google will send you apost card in the mail just to make sure your address is real and that you are areal business.Put your business on Google places right nowhttp://www.places.google.com/businessGoogle ad-sense.For those of you who dont know what ad-sense is, it basically is an ad thatshows on Google when some one in your area searches for you key word. ie"Lawn care." You only pay when some one clicks on your ad. The cost variesdepending on how many other people are competing for the keyword.Typically keywords like "lawn care" cost any where from $1-$3 per click,which is pretty dam cheap really.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Most people think you need a website to use ad-sense. The truth is that if youhave just joined up to Google places then you can use ad-sense to drive a lotof traffic to your Places page. (and your cost per click is normally less too ifyou do this.)Check out ad-words below.https://adwords.google.comNetwork with other local businesses.Leveraging other businesss customers is a great tool. Local video stores aregreat because their customers are going to live very close to the store. Thismeans that you wont have to drive all around town servicing them. Simply goin to the store and talk to the owner. Ask if they would be interested in givingtheir customers a coupon to get their lawns mowed for free, (or what everyour INCREDIBLE offer is.) Many business owners will be happy to do this as it means their customersare getting a little something for nothing. Other times they may ask that you inreturn give your clients a offer for their store. This is great too because itmeans your clients are getting an extra bonus for being loyal to yourbusiness. Every body winsNow obviously you can network with businesses other than just a video store.Just bare in mind that you want their customers to live close to the area youare servicing and that you have to be careful not to get to many referrals toquickly because you dont want to over commit yourself and end updisappointing your new leads as well as the local business you arenetworking with.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Network with your local garden center.Garden centers are great. But sometimes they can be a bit tricky to get yourfoot in the door. I use to be a manager of a very well know garden center andI was very selective of who I would recommend. The key to getting leads fromyour local garden center is to build a relationship with them. Make sure themanager the checkout team know who you are. If they like you they will referyou to others.Another great way to build up a relationship with the garden center is to offerto mow their lawns for free permanently. This might take you an hour of yourtime a month, (or even better an hour of your employees time,) but will yieldyou many lawn jobs as well as plenty of gardening jobs to boot!Sell your service as a product in the garden center.Ever seen any of those I-Tunes gift cards in your local store? Well you can doasimilar thing with your lawn business. Organize a stand or poster for yourlocal garden center. Get them to charge the customer a flat $10 fee for thefirst mow and let them keep all the money. They now have a strong incentiveto promote you.Have you got a witty slogan?Then Remove that crappy hunk of junk right now. You might think its funny orwitty, but its no good. I mean seriously, do you really think having somethinglike "You grow it, well mow it" written every where will actually convince someone to choose you over the competition. Of course not. Instead create anincredible guarantee.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Offer an incredible guarantee."Satisfaction guaranteed," is quite frankly a super doper crappy guarantee. Itwill take a lot more than that to stand out from the crowd. Try some thing like"We are so confident that you will be 100% satisfied. If you arent, then inaddition to canceling your fee we will also insist on paying for another lawncare company to mow your lawn."Now imagine if you saw two adverts in the yellow pages. One with the firstguarantee and one with the second. Who would you be more likely to call?that’s right the second one obviously!Dont worry about people ripping you of. It almost never happens and if itdoes, then dont sweat it. Its no big deal really.Use your business card as a promotionaltool.Got your details on your business card and nothing else? Boring, Boring,Boring!!!! You are missing out on a huge opportunity. Put a great offer on theback of your card. This works wonders. Something like "Never used usbefore? Why not test the waters for $3.5?" then in the small print explain thatif they mention this coupon they can have their lawns mowed for $3.50 butonly if they have not used any of your services before.If you do not want to put an offer on your business card then put the numberone benefit your clients will get from using your service. Or even just put yournew Amazing guarantee in bold. Heres a quick tip. Remove the words "freequotes" from your card! It just takes up space and does nothing to get youmore clients. People expect free quotes. Having this plastered every where islike Walmart putting huge sign outside that says "We accept EFTPOS." Youexpect that. I mean every one accepts Eftpos.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos. Does your card look professional ? when it comes to business cards. Dont go all Uncle Scrooge! Wana save a few pennies and make it your self? Okay sure, if you are pretty fancy with photoshop then by all means design it yourself. If you arent, then leave it tothe professionals. A good looking card will build up so much more trust in your business and ultimately bring in more leads and money. How to increase your conversion rate.Okay so you have learned how to get so many leads that your phone will beringing of the hook. Now what? Well now we have to convince them tobecome our clients. "How do we do that?" I hear you asking, well lets dive inand find out.The subconscious mind of your client.Dont worry, Im not going to get all technical here. In fact I probably couldnt,even if I tried- When it comes to psychology, Im dumber than the coyote fromthe road runner show. (And yes Im sure my girlfriend will happily vouch forthat!) What is important to know is that when it comes to your prospectmaking a decision on whether or not they are going to choose you a lot oftheir decision will be based on subconscious reasons.Every thing you do matters.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.What impression did your prospects get when they called you? Did youanswer politely? Did you sound cheerful and friendly or did you sound likeyou were in a rush and their phone call was interrupting you? Were you ableto build instant rapport and trust with them? what did they think when theysaw your truck pull in to their drive? what impression did they get when youstepped out? How can you tell? Well an amazing test to do is this. Get yourwife/husband/partner to organize one of their friends to call with an inquiry.Afterward they can email you honest feedback about their perception of yourbusiness. Now obviously you are completely unaware who is going to call orwhen the call is going to be. You can learn so much about your business ifyou do mystery shopper audits on a regular basis. (on a completely side notethey can also be a great way to measure the performance of youremployees.)Now that you know what your customers think of you what can you do tomake their perception of even greater. It all starts with being professional.Are you professional?Every thing you do should be professional. Being professional will directlyincrease your conversion rate. Though it can be hard to measure this in anumerical value. I guess you will just have to trust me on this one.Your logo should look professional. It should be on your truck, uniform,business card, website, stationary and quotes. People usually do this, but forthe wrong reason. They do it to build a brand," so that people will becomefamiliar with them and recognize their "brand." What a load of crap!This only works for the big boys. If you can afford to spend millions onbuilding your brand like coke or apple then that’s great. If not then the realreason you should have a great looking logo is to build instant trust in yourbusiness.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.It can be the difference between charging $15 per lawn and $35 per lawn. Ihope that makes sense.Professionalism isnt all about how you look. In fact it has a lot to do with howyou act. Smile smile smile. It really is this simple. If you smile and youare polite then your conversion rate will go through the roof. Never ever swear or smoke on the job.It can be very difficult to put in to a step by step formula how to actprofessional. It is kind of built in to you. Some people naturally better at it thanothers. This doesnt mean you cant change however. I find that I alwaysoffered more professionalism and far superior customer service to bycompetitors by simply following the philosophy that I mentioned earlier in thisbook.What can I do right now, to add massive value to my customers life, thatwill in turn build a long term rock solid relationship?In fact this is also my non-negotiable standard for my online training business.Every single product or service that I offer has this core principle behind it.Why do you think I have given you this free e book that is full of superiorinformation? That’s right! I want to add massive value to you by helping getyour business pumping. In doing this we build a long term rock solidrelationship- I hope you are okay with that :) In fact just about every one whodownloads this ebook is so happy with it that they also join my freeSpeaking of which, if you are enjoying this ebook then why not subscribe tomy free course right now?I have got a heck of a lot more information to share with you.. in fact we havebarely even scratched the surface.Click her now to register for free.Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Ask for their business.Okay so you have mown someones lawn for a free trial offer. Now what? Itssimple. Ask them for your business. Many people are happy with your workand want you to organize a regular contract. But they dont tell you. Why? Well to put it bluntly, Humans are lazy. It is to much work to call youand organize it. That’s why you need to ask for their business. Do it directlyafter you have mown heir lawn. If they are not present then call them up. Ittook me a little while to understand this concept when I was getting started.Have a great follow up system.Even when you ask for the sale you will find some people still wont come onboard straight away. It isnt necessarily because they ain’t interested. Youmight have caught them at a bad time. They might be late for an appointment.Dont be afraid to call them up again in a couple of days. Still got a no? thensend them out a letter with another special offer (perhaps not as good as thefirst offer. 10% off is good for this.) If this still doesnt work then keep them onyour news letter mailing list any way.Start a News letter.Having a monthly newsletter is a great way to to increase your conversionrate, (and it is also amazing at increasing the average dollar spend of yourexisting clients- find out more about this by joining my free email newsletterhere.) The problem is most people find it really hard. They either dont knowwhat to write or they find it hard to write about themselves. The good new isthat you actually dont need to.The number one mistake people make is create a newsletter that is one bigad. Never EVER do this. Remember what your goal is for this newsletter....Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos. To build a rock solid relationship.I dont know about you but my friends dont send me ad after ad in the mail.They do send me interesting stuff though. So why not do the same thing withyour news letter. Fill it with 95% fun thinks and 5% adverts or special offers.Make it relevant to your clients, not to you. The majority of my lawn clients were middle aged woman, so I never talkedabout the fancy pants "power 3000" chainsaw that I just bought. That wouldbe stupid now wouldnt it. Instead I normally shared a seasonal recipe that Iliked plus some funny pictures I found on the internet (Normally of cats ordogs!!!.)You dont need to write out the recipes. You can copy and paste them fromany website. Just email and ask there permission. Explain what you are usingit for and that you will include their web address in the news letter. Oncepeople hear this they normaly say yes. If they say no then simply move on tothe next website. Sooner or later you will get a yes.And the results?Well they loved it. I literally had clients calling me asking when my next issuewas coming out. They just couldnt wait. Not only that, but I also had peoplecalling up who wanted to get signed up to a regular mowing contract. CAA-CHING$$$Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Its Action time Baby!well as you can see there really is no excuse for not having enough lawn careclients. All you need to do is focus on generating more leads and increasingyour conversion rate.remember the equation?Now that you know what to do, what are you going to do about it? You didntthink I was going to let you finish this book with out giving you some homework now did you?! (If you answered Yes then you are a FOOLISHLYFOOLISH FOOL!!!! :)All the information in the world is useless if you dont take any action. So letstake action right now. Get out a pen and paper and write down 5 things youare going to do to increase your leads. When are you going to do them by.How many leads will you hope to generate from these methods?Now write down 5 ways you are going to increase your conversion rate.When do you plan on having it done by? Congratulations, you now have a setof goals!Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.Just in case you are wondering the answer is YES....Yes I will magically know if you dont do this exercise and yes I will hunt you down and haunt you forever if you dont do it!So do it right now! How many Date I am Tasks I am going to do to get more leads going to I want to have more leads. get from achieved each task my task by. 1 2 3 4 5Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos. How much Date I am Tasks I am going to do to do I want going to to improve have increase my conversion rate. my achieved conversion my task rate by. by. 1 2 3 4 5Visit lawnsplop.comnow for your free flyer templates and training videos.
    • Visit lawnsplop.comnow for your free flyer templates and training videos.I am more than happy to give you my feed back on your goal list if you want asecond opinion. Or if you simply want to give me your thoughts on this bookthen drop me an email today. (Some times I can take a little while to get backto you as I get a heck of a lot of mail from my happy clients that I need torespond to!)The journey has only just begun.Okay so we went through quite a lot of chunky information today, but there isat least ten times more information that I still need to share withyou. Building a lawn care empire is fun and exciting, and I have created a lotresources to make your life a bit easier. Dont forget to go to my website anddownload my free flyer templates as well as absorb yourself with all my otherfreebies. Click here now to get your filthy little paws on the free flyer templates as well as getting free video training on how to grow your lawn business even further.Visit lawnsplop.comnow for your free flyer templates and training videos.