Frank started out by reviewing the fundamentals of profitable estimates, and then went on to compare the pricing of organic, transitional, and conventional lawn care programs over a three year period. Frank was able to show from the three year comparison that:
a transition program can convert to fully organic after the second year
an organic program can approach traditional lawn care in cost in the third year and
all phases of the organic plan can be profitable with comprehensive estimating
One of the biggest concerns many land care professionals and clients have about organic land care is the idea that it more costly and less profitable than traditional land care. Frank's presentation argued that this isn't always the case, as long as land care professionals provide accurate estimating, and make sure to sell organic as a comprehensive program rather than the organic version of a 4-step program. Frank emphasized discussing expectations with clients before signing an agreement, to ensure that clients understand the differences in methodology between organic and conventional management. He also noted that it's easier to finalize contracts with clients that request organic services rather than trying to convert traditional customers.
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If you are interested in organic marketing and messaging for your business or organization, check out the 2012 Annual Gathering, "Success with the Organic Market"
