By Krystina Skibo
In the verdant world of lawn care, success isn’t just about sharp blades and powerful engines; it’s about sharp minds and powerful connections. For both equipment dealers and landscape contractors, mastering the art of the sale is crucial for business growth. A well-trained sales team can transform a simple transaction into a lasting relationship, turning a one-time customer into a loyal advocate.
We put together an assortment of effective sales training tips and strategies tailored specifically for these two distinct but connected industries.
The sales team in your dealership must be more than just product experts; they must be trusted advisors. A customer walking into your store isn’t just looking for a machine, they’re looking for a solution to a problem, whether it’s taming a suburban lawn or maintaining a sprawling commercial property.
Karen Canham, founder and CEO of Karen Ann Wellness, LLC, stresses that the foundation of effective sales training is helping employees feel confident, calm and connected to the customers in front of them.
“Whether in retail or service contracting, clients can sense stress or pushiness immediately,” she said. “Training should include product knowledge plus emotional regulation and active listening skills.” Canham adds that product knowledge goes well beyond memorizing specs. A sales associate should understand the why behind each feature.
For example, they should be able to explain how a specific deck design provides a superior cut, or how a particular engine’s torque translates into better performance on slopes. Role-playing scenarios where an associate must justify the price difference between two similar models can be an effective training tool.
“Training should emphasize creating trust and educating the customer rather than pushing a sale,” Canham advises. “Demonstrating benefits in real terms, listening to what the customer needs and practicing patience often results in higher conversion and long-term loyalty.”
The PDI is a critical touchpoint often overlooked as a sales opportunity. A well-executed PDI confirms the machine is ready, but a great PDI becomes a training session for the customer.
The salesperson should walk the customer through every control, explain basic maintenance and demonstrate safe operation. This builds confidence and reduces the likelihood of post-sale issues, which in turn strengthens the customer relationship.
Training your sales team on how to properly evaluate and discuss trade-ins is a powerful sales tool, according to research by Ideal Computer Systems. It’s not just about offering a number; it’s about explaining the value of the customer’s old machine and how that value contributes to the purchase of a new one. This makes the new purchase feel less like a cost and more like an investment.
A savvy salesperson shifts the conversation from the sticker price to the long-term value. According to Wes True, general manager and operations at Pella Omaha, a contractor of windows and doors, this includes discussing fuel efficiency, durability and the availability of parts and service.
“After leading teams in operations, installation and quality control for many years, I have found that the most successful sales training begins with teaching people to listen so that costly mistakes can be prevented,” he said. “For dealers with a retail focus, this involves enabling staff to identify when a customer is simply shopping for price rather than long-term value.
“I’ve seen instances where fast-tracking the sale bounced back with recalls or costly fixes — things a little patience and product education would have prevented,” True added. “Teaching your staff to ask follow-up questions and explain the whys behind recommendations will help build trust with your customers.”
Landscape contractors sell a service, an intangible product that requires a different approach. It’s more about vision, trust and a long-term relationship. The best landscape contractors are not salespeople; they are consultants.
“Training should focus on building relationships and problem solving,” said Canham. “Employees need to learn how to ask good questions, uncover the client’s real challenges and then connect their services as the solution. This turns sales conversation into a collaborative planning session, which builds both credibility and repeat business.”
Since the product is often a future reality, the sales team must be adept at helping the client visualize the end result. This can be achieved through a variety of tools:
Portfolio Power: A high-quality portfolio of past projects is essential. Salespeople should be trained to tell the story behind each project, highlighting the client’s original problem and how the solution was achieved.
Renderings and Design Software: Investing in and training the sales team on design software allows them to create professional, visual representations of the proposed project. This helps the client feel more confident in their investment.
Material Samples: Bringing physical samples of pavers, mulch and plants to a meeting can help a client connect with the proposed design on a tangible level.
A landscape contractor’s sales team must be able to articulate the value of their work. This goes beyond aesthetics. For a residential client, it might be the increased home value or the creation of a functional outdoor living space. For a commercial client, it could be the improved curb appeal that attracts new customers or the reduced liability of a well-maintained property.
The sales process doesn’t end when the contract is signed. True stressed that training should include strategies for post-sale communication. This could involve checking in with the client during the project, providing a satisfaction survey upon completion and establishing a plan for future maintenance or additional services.
“The sales staff needs to be trained to not just push product, but to manage expectations and not over-promise,” True said. “When we taught our salespeople to be more accurate such as describing timetables, product constraints and next steps — customer satisfaction scores jumped and repeat business increased.”
This proactive approach turns a one-time project into an ongoing, profitable relationship. Sales training is not an expense; it’s an investment. Focus is on becoming a trusted service advisor, a visionary consultant and a reliable long-term partner.