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What’s on the menu?

Industry News

Here is how one company is trying to grow by providing customers simple packaged choices.

Kristen Hampshire | February 2, 2012

Menus work in the fast-food industry, so why not landscape maintenance? That’s what Adam Linnemann’s board of directors decided when coming up with ideas for Linnemann to branch out his business, Linnemann Lawn Care & Landscaping. Linnemann hopes to expand his service area, and creating set programs that give clients simple choices will help facilitate the sales process. At least, that’s the plan.

Linnemann offers discounts to encourage clients to purchase programs, and to buy up the supreme package, a turn-key lawn care, maintenance and clean-up offering that covers every outdoor base. The entry-level package – basic mow, blow and six-step fertilization program – is called the pro package. Customers who opt for this can save 5 percent on annual services.

A step up from basic is the ultra, which includes aeration and over-seeding, plus complete tree and shrub care. The savings for this menu choice is 10 percent. With the primo elite package, customers can save 15 percent.

Plus, clients that prepay for the year can save 5 percent off any package. So far, the prepay discount is not catching on. “People want to see the money in their bank accounts instead,” Linnemann says.

And as for the service menu, still 90 percent of clients choose the basic program. The rest want it all with the elite package. “The middle package doesn’t seem like it has taken off very well – people either want a little service or a whole lot,” he says. “At least, that’s the insight we’re getting from our sales figures.”

Linnemann says the focus lately is on upselling customers to scoot them up from the basic to mid- or high-level service. “Our approach is, ‘Let us take care of your property for you – your time is valuable,’” Linnemann says.

The service packages are advertised on Linnemann’s website, and prospects can download a PDF that details what each choice on the menu includes. This marketing plus sending salespeople into the field with the information is what’s driving new menu sales, Linnemann says.

Additionally, Linnemann sends out e-newsletters that advertise the service menu programs and discount offerings. The key to clinching those sales, he says, is to simply pick up the phone. “We have someone answer the phone Monday through Friday from 8:30 a.m. until 4 p.m., and that has helped my company grow dramatically,” he says. “That way, I can spend time networking and marketing, and our company still provides great customer service.”
   
 

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