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The Landscaper’s Guide to Modern Sales and Marketing Newsletter
APRIL 2024
Advanced Recruiting Techniques for Landscapers Master Recruiting and Retention in 2024
I’ve noticed a significant challenge among landscape business owners: employee recruiting and retention. It’s an area that, for far too long, has been overshadowed by the focus on customer acquisition and sales funnels. But as we navigate the complexities of 2024, the spotlight has undeniably shifted towards developing a solid team as the backbone of any thriving landscaping business. As a result, I’m excited to share insights into strengthening your recruiting process, integrating my years of expertise with Ramblin Jackson’s new, cutting-edge solutions. Employee recruiting has evolved, requiring tools and strategies that are tailored toward candidates needs and communication preferences. In an effort to help landscapers fill their recruiting pipeline, I’ve partnered with a leading recruiting software company — Team Engine — to provide a fully integrated recruiting service that combines Ramblin Jackson’s marketing expertise and the technological solutions of Team Engine’s automated recruiting software. The Landscaper’s Ultimate Recruiting Package will help you tie together every aspect of your recruitment process, from the initial job hosting to the final candidate interview & job offer. Our collaboration will significantly simplify the recruiting process for our clients and help them stand out as THE place to work in the snow and landscape industry.
creating sales pipelines that convert, but fail to build a recruitment strategy that results in high-quality teams with a low turnover rate. To address this, start with a preliminary phone interview and leverage automation to send text messages to remind applicants about important hiring milestones like upcoming interviews or skill tests. Adapting a mobile- first approach instead of solely relying on methods like electronic submissions of resumes or emailing applications ensures that you’re aligning your recruiting process to the preferences of your potential hires. The notion that “you can’t find anyone to hire” is a myth that I’m determined to debunk. During a recent recruiting webinar, I encountered a business that utilized Team Engine for recruitment but failed to showcase this effort on their website. Oversights like this can be detrimental, leading to missed opportunities and a frustrating applicant experience. Imagine you’re on Indeed and see a job posting that directs you to the company website to apply, but when you visit the site, there’s no sign of an application or job posting. You’d just give up, right? It’s these insights that I want to bring to the forefront, ensuring you’re equipped to attract and retain the talent you need. Employer Branding is one of the most important keys to attracting top talent, and we’ve refined the recruitment process to help
snow and landscape companies define their Hell Yes Employee. The first step is getting clear on why someone would want to join your team instead of someone else’s. From there, we infuse the elements of your Hell Yes Employee into compelling copywriting, engaging job descriptions, and optimized employer profiles on Indeed, Glassdoor, etc. to lay the groundwork for a successful recruiting pipeline. Our goal is to help your company stand out not just as another job, but as an employer that values their growth and well- being as well as their professional abilities. To delve deeper into these topics and provide tailored advice, I’m hosting a webinar, “The Landscaper’s Guide to Recruiting & Retention in 2024,” on April 18. This session is designed to provide you with the tools and knowledge to revolutionize your recruiting process. Whether you’re struggling to get candidates in for an interview or looking to optimize your online presence, this webinar promises actionable insights and strategies. Secure your spot by visiting LandscapersGuide.com/events . Together, let’s transform your recruiting challenges into opportunities, paving the way for a future where your landscaping business not only survives but thrives, backed by a team that’s as invested in your success as you are.
JACK JOSTES, CEO RAMBLIN JACKSON
When auditing recruiting strategies, I’ve noticed that many companies excel in
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Read It in Your Truck on a Rainy Day
Transform ‘Lawn and Garden Month’ Into Major Profits You probably didn’t know April is Lawn and Garden Month. You certainly aren’t alone, but guess what? Observances and holidays like this present a unique opportunity for landscaping businesses to reconnect with lost leads or upsell to their existing clientele. The key is how you do it. Here are five actionable tips to capitalize on Lawn and Garden Month and every other holiday. offer. This strategy promotes your services and positions your brand as a helpful resource.
No. 4 — Use email marketing. Emailing is arguably the simplest way to reach out to your existing customers. You already have the data on hand, so use it! Craft a personalized email campaign highlighting your special offer and inviting them to reconnect with your services. You can also utilize your customer database to segment your audience and tailor your messages more effectively. No. 5 — Make phone calls. While digital marketing is crucial, don’t underestimate the power of a personal touch. A phone call to lost leads or loyal customers can be a persuasive tool to discuss your Lawn and Garden Month promotion directly. It’s an opportunity to answer questions, address any hesitations, and book appointments. Using Lawn and Garden Month as a springboard for your marketing efforts, you can create a repeatable framework for seasonal promotions throughout the year. Take advantage of these strategies to grow your landscaping business this April and beyond.
No. 1 — Launch an exclusive and limited-time offer. Nothing reignites interest like an exclusive deal. Create a special Lawn and Garden Month promotion that expires on May 1. This urgency will encourage potential and existing customers to act quickly. Consider offers that align with the season, such as discounts on spring cleanup services, and add perks like, “Get on our schedule before the month and get a free potted plant!” No. 2 — Craft eye-catching graphics. Design compelling graphics that reflect the essence of Lawn and Garden Month and your offer. It’s crucial to be consistent and use these visuals in all your marketing materials, from your website to social media posts, ensuring they communicate the value of your offer clearly and attractively. No. 3 — Leverage social media. Social platforms are ideal for reaching a broad audience. Market your Lawn and Garden Month special across your social media channels, engaging your followers with before and after project photos, gardening tips, and reminders about your limited-time
Ready to recruit more “Hell Yes” Employees for your team? Sign Up for Our 15-Minute Recruiting Brainstorm at RamblinJackson.com/recruiting to solve your hiring hassles!
skin, cardiovascular system, and more. Every spring has a unique mineral makeup and varied health effects, but here are four of the most common. • Improved Blood Circulation: Minerals like calcium, iron, and sodium bicarbonate are great for blood circulation, as they promote oxygen flow. • Radiant Skin: Nitrogen, silica, and other minerals are excellent for exfoliating skin. • Less Stress: As the warm water melts stress away, the magnesium and lithium improve your mood. • Pain Reduction: Sulfate helps reduce pain, while hot water soothes muscles and reduces inflammation. Where You Can Find Hot Springs The western part of the U.S. has a higher concentration of hot springs, but if you look hard enough, you can find one anywhere. Some hot springs are deep in the mountains, so you’ll have to hike in. They often have specular views and are worth the journey. If you don’t want to trek up a mountain, you’ll find many spas built around hot springs that offer amenities besides the spring, such as restaurants and saunas. (Fun fact: our CEO Jack Jostes loves hot springs so much that he proposed to his wife in Ouray, Colorado where they enjoyed the natural lithium pools at Ouray Hot Springs.)
EARTH’S GEOTHERMAL WONDER The Allure of Hot Springs
Soaking in the heated waters of a hot spring is an experience you’ll want again and again once you try it. And there is much more to this geothermal wonder than meets the eye. The naturally heated, mineral-rich water nourishes the body and mind, allowing you to shed stress as you easily float on the surface. How Hot Springs Work Hot springs are heated by geothermal energy. Water meets volcanic hot rocks, resulting in boiling mineral-rich water. Regions far away from volcanic activity can also have hot springs; those occur when a spring runs so deep that it hits rocks close to the Earth’s crust. These rocks are naturally very hot, which then heats the water. How Minerals and Heat Improve Your Health The water in hot springs contains a plethora of minerals, so the water can be healthy and rejuvenating, providing benefits for your
So, the next time you’re traveling, locate the hot springs in your area and put a visit on your itinerary!
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UPCOMING EVENTS The Landscaper’s Guide to Recruiting & Retention April 18, 2024 • Virtual Webinar The Digital Agency Owner’s Ultimate Guide To Recruiting A-Players April 24-26, 2024 • Dallas, TX Jason Swenk’s Elevate 2024 The Landscaper’s Guide to Marketing in the New Normal Economy May 16, 2024 • Virtual Webinar Hosted by the Texas Nursery & Landscape Association Summer Educational Summit June 20, 2024 • Raleigh, NC Hosted by the North Carolina Nursery & Landscape Association SIMA Symposium June 25-28, 2024 • Pittsburgh, PA David L. Lawrence Convention Center Stop by Booth #1428 for a bag of jerky!
TAKE A BREAK
ARBOR ARIES
CHOCOLATE DAISY DIAMOND ENVIRONMENT
GARDEN KITE RAINBOW SHOWERS
BASEBALL CHERRIES
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uck on a Rainy Day
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1 Landscaping Recruitment Reimagined: Strategies for a Stronger Team 2 5 Tips to Reactivate Lost Leads or Upsell Existing Customers 2 Discover the Healing Wonders of Hot Springs 3 Upcoming Events 4 How Inefficient Sales Processes Drain Your Profits INSIDE
Transform Your Business With Effective Sales Strategies
Many landscaping businesses are bleeding money without realizing it by engaging with unqualified customers. We’re here to share insight into how these inefficiencies can be addressed and the monumental impact of handling them. Recognize a bad fit. One of the most glaring issues we’ve noticed in the sales process is the failure to identify customers who are a bad fit early on. Bad fits include prospects outside your service area, those seeking services you don’t offer, or potential clients whose budget doesn’t align with your pricing. This leads to wasted time in consultations, proposals drafted for rejection, and a significant financial drain. Wasted time adds up. Consider this: The cost per minute wasted on unqualified leads can be as high as $7. Let’s break down the numbers for a clearer picture. If you have a front office employee with an annual compensation of $41,000 plus benefits, equating to roughly $23.50 per hour, just five minutes wasted daily amounts to a loss of over $400 per year. Paying this employee to deal with poor leads can result in losses of up to $3,900 per season.
rates, with potential seasonal losses amounting to $6,825 and $8,970, respectively.
Cut the bad and keep the good. The solution? Streamline the sales process through strategic client qualification. By incorporating detailed sales process information directly on the contact page of your website, you can significantly mitigate these losses. One of our clients, Jake Harris, saved over 40 hours a week , which he now dedicates to coaching a high school football team. A practical step in this direction is to initiate a qualification conversation right at the first point of contact. Questions like, “Have you had a chance to review our pricing guide on our website?” or “Typically, our landscape projects start at [minimum price]” can help gauge whether a prospect is worth pursuing. This prevents time wasted on unsuitable leads and directs your sales efforts toward more promising opportunities. It’s not about achieving a 100% close rate but optimizing the time and resources spent on potential leads. A 15-minute qualification call could save thousands in employee costs and significantly boost your close rate. It’s time to reassess and fortify your sales process, ensuring every minute and dollar spent contributes to your business growth.
And that’s just the tip of the iceberg. Account managers and sales personnel face even higher losses due to their higher compensation
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