“Every company is like a Special Forces unit. I worked for a former Navy SEAL for five years in disaster response management. And there was always a solution. There’s always a way out. Prior planning prevents poor performance.” — Jon Gohl

• Aspire Software
• NALP – National Association of Landscape Professionals
• EverydaySpy Podcast by Andrew Bustamante
• PropertyIntel – Measuring for Estimates
• ServiceTitan

[00:00] A Chance Meeting in Costa Rica
How Rob and Jon met at the NALP Leaders Forum and connected over the future of landscaping.

[01:06] From Spanish Major to Landscape Operations
Jon shares his surprising path into the green industry and how it shaped his career.

[03:01] What’s Actually Holding Growth Back
Why most companies hit a ceiling—and how expanding your perspective can change the game.

[06:38] Embracing Tech Without Feeling Overwhelmed
Why some companies hesitate, and what small step can help you start moving forward.

[10:44] You Don’t Have to Know It All—But You Have to Support It
How great leaders empower others to adopt systems and drive real change.

[13:13] What Makes New Systems Stick (or Fail)
Culture, clarity, and support from the top—Jon breaks down what really makes a difference.

[16:44] If It’s Not Written Down, It’s Not a Process
Why documenting your steps—good or bad—is essential for growth and change.

[20:06] Daily Habits That Support the Whole Team
Jon shares how small actions upstream make things easier downstream.

[21:04] Lessons from Navy SEALs and Disaster Response
How a culture of planning helps companies navigate the unexpected.

[23:41] Industry Headwinds to Watch in 2025
From labour to materials, Jon outlines what landscape leaders need to be prepared for.

[25:05] Why Diversifying Services Matters More Than Ever
Balancing construction, maintenance, and new offerings to stay agile in a shifting market.

[26:34] Reframing the Industry to Attract Talent
How changing the language around roles can change public perception—and recruitment success.

[29:00] Training the Next Generation with Aspire
Aspire is equipping students with hands-on software experience at 25+ universities and counting.

[34:44] What’s Next for Aspire
AI tools, ServiceTitan integrations, and tools to serve both residential and commercial contractors.

[36:58] The Power of Asking Better Questions
How one podcast changed the way Jon listens, learns, and leads.

[39:00] Final Thoughts: “We Never Walk Alone”
Jon shares a reminder about the power of team and support in business growth.

• You don’t need to be tech-savvy to lead—just supportive.
  The companies winning with software aren’t led by coders. They’re led by owners who empower the right people internally.
• If your processes aren’t documented, you’re not ready to grow.
  You’re already doing the work—writing it down makes it repeatable, trainable, and scalable.
• Culture beats tools. Every time.
  Software won’t save a team that doesn’t trust each other. Alignment, encouragement, and accountability come first.
• Borrow from the best—especially outside your region.
  Landscaping businesses grow faster when they look beyond their local market and learn from others doing it differently.
• Contingency planning isn’t optional anymore.
  Whether it’s labour shortages or material delays, the businesses that think like Navy SEALs—with backup plans—are the ones that survive.
• Support the next generation by making this industry aspirational.
  Shift your language. “Water management expert” sounds like a career. “Irrigation tech” doesn’t.
• Aspire is building future leaders now.
  With Aspire in over 25 universities and high schools, the next wave of landscaping professionals is entering the field with real tools—and real training.

• Bob Maffei – Landscape consultant and mentor
• NALP (National Association of Landscape Professionals)
• LINLA (Long Island Nursery & Landscape Association)
• QuickBooks – Accounting software
• EOS (Entrepreneurial Operating System) – Mentioned as a future implementation goal

Books:

• Traction by Gino Wickman
• 10x Is Easier Than 2x by Dan Sullivan & Benjamin Hardy
• Boss LM – Landscape management software

[01:20] From Lawn Mowing to Landscape Leadership
Stephen shares how he started mowing lawns as a teenager and eventually grew a multi-million dollar landscape business.

[04:50] Two Businesses, One Vision
How a zoning requirement led to opening a nursery that now supports his full-service landscape company.

[05:56] Firefighting, Family, and Finding Balance
Stephen talks about volunteering as a firefighter for over 20 years while running a busy business.

[07:35] The Real Growth Constraint? You.
Letting go of control was the turning point in Stephen’s leadership journey—and his biggest challenge.

[09:30] Mentorship That Hits Hard
A consultant’s blunt feedback changed everything. Sometimes you need someone to tell you you’re the problem.

[13:23] Brutal Honesty from Your Team
How third-party-facilitated feedback opened Stephen’s eyes to how he was unintentionally holding people back.

[17:00] Hiring Fast Isn’t the Problem—Firing Slow Is
Why hiring for fit matters more than resumes, and how to quickly spot when someone’s not a match.

[19:19] From Order-Taking to Proactive Sales
Stephen shifts from waiting for the phone to ring to building a sales pipeline through relationship-based commercial outreach.

[21:45] Freedom Through Structure
Why clearly defined deliverables and KPIs are the secret to stepping back without losing sight of performance.

[25:23] The Red Sharpie Test
A simple color-coded system on a shop scoreboard motivates crews and creates accountability in a powerful way.

[26:39] Association Involvement Is a Game-Changer
Stephen shares how being active in industry organizations helped build relationships, credibility, and personal growth.

[30:00] Books That Shape Better Leaders
Stephen is diving into Traction, and 10x Is Easier Than 2x to build systems and scale smarter over the next decade.

• Let Go to Grow: The biggest barrier to scaling may be you. Delegate and trust your team.
• Get Brutally Honest Feedback: A mentor gathering candid team feedback can reveal hidden obstacles.
• Scoreboard Accountability Works: Simple visual tools (like Sharpie-coloured scoreboards) build peer-driven motivation.
• Prioritize Culture Fit in Hiring: Skills can be taught—attitude and alignment matter more.
• Join Associations: Industry connections and peer learning can fast-track your success.
• Shift from Order-Taking to Sales: Actively pursue growth opportunities—don't wait for the phone to ring.
• Set Clear Deliverables: Defined KPIs linked to raises and reviews help your team stay aligned and accountable.

“If you can manage people well and serve your customers like a maniac, you can screw up everything else and still grow.” — Brian Hamilton

• LiveSwitch – liveswitch.com
  • 🎁 Get a $250 gift card with this referral link
• How to Win Friends and Influence People by Dale Carnegie
• Think and Grow Rich by Napoleon Hill
• Brian Hamilton Foundation – brianhamilton.org

[00:00] Introduction
Rob welcomes listeners and introduces Brian Hamilton:

Brian Hamilton is a nationally recognized entrepreneur, philanthropist, and advocate for small businesses. He co-founded Sageworks, one of the first fintech companies in the U.S., which was successfully acquired in 2018. Today, he is the founder of LiveSwitch, a leading communications platform using instant video to help home service businesses grow faster and smarter.

[01:38] From Snow Shovels to Startups
Brian shares how he went from shovelling driveways to building a tech company with a global footprint.

[06:25] What the Heck is LiveSwitch?
LiveSwitch helps landscapers do virtual estimates, document job progress, and even capture before-and-after footage for marketing—all through video.

[08:00] The Real Growth Killer: Not What You Think
Spoiler alert: it’s not money or employees—it’s a lack of business knowledge.

[09:42] The Only Two Skills That Matter
You want to grow from 10 to 50 employees? You’d better get sharp at leading people and wowing customers.

[12:43] The Mirror Doesn’t Lie
Why being a better boss starts with being honest about your own blind spots.

[19:20] Guard Your Mouth, Grow Your Culture
If you bash your customers in front of your crew, your team will follow your lead (and not in a good way).

[22:42] Do the Work Even If No One’s Watching
A landscaping story from high school reminds Brian why integrity still matters most.

[30:41] Train the Person, Not Just the Role
Developing your team means investing in who they are—not just what they can do with a shovel.

[36:00] Must-Read Business Classics
Brian’s two go-to books for any entrepreneur:
• How to Win Friends and Influence People by Dale Carnegie
• Think and Grow Rich by Napoleon Hill

[37:38] The Brian Hamilton Foundation
Helping people escape poverty through entrepreneurship—not pity.

• You don’t need more capital—you need more knowledge. Learn the business skills you’re avoiding.
• Obsess over customer service. Smile, show up on time, and do what you promised—basic, but rare.
• Self-awareness fuels leadership. Ask your team for feedback (even if it stings).
• Culture starts with you. Speak about clients with respect—your team will mirror your attitude.
• Your crew isn’t just learning tasks—they’re learning how to be better people. Invest in both.
• Use tools like LiveSwitch to save time, reduce costs, and show clients your work in real-time.

“When people say no, it’s not “no”—it’s K-N-O-W. They don’t know the value yet.” — Parke Kallenberg

Software Platforms: 

• LMN
• Aspire Software
• BOSS

Book: 

• Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success

Associations: 

• National Association of Landscape Professionals (NALP)

[00:00] Introduction
Rob Murray introduces the episode and welcomes Parke Kallenberg from Advanced Consulting Group.

[01:14] Parke’s Background in the Green Industry
Parke shares his career journey from Kim Lawn to Valleycrest and how he started Advanced Consulting.

[03:08] Opportunity vs. Capacity in Growth
Parke outlines the two key constraints holding landscape businesses back—opportunity and capacity—and why most owners overlook the latter.

[05:35] Cutting Unproductive Work
Why eliminating low-margin, low-value jobs is the key to freeing up capacity and growing profitably.

[07:15] Defining Scalable Work
The difference between scalable jobs and headaches—and how to spot the clients and projects that are worth keeping.

[09:23] Understanding Job Margins
Parke emphasizes the need for accurate job costing and explains why systems won’t fix flawed inputs.

[11:56] Moving Beyond Spreadsheets
Advice for transitioning from manual processes to professional software like LMN, Aspire, or BOSS—without making it harder than it needs to be.

[13:46] Custom Systems vs. Industry Software
The pros and cons of building your own system vs. using established tools—and the importance of team redundancy.

[16:43] AI in Landscaping
How forward-thinking companies are using AI for everything from research to field diagnostics—and the importance of maintaining critical thinking.

[20:31] Building a Sales Team from Within
What to look for in internal candidates, why EQ matters, and how to get out of the founder-led sales seat.

[24:53] Designing Smart Sales Compensation Plans
How to align incentives with company goals—beyond just revenue—by factoring in margin, client type, and relationship-building.

[30:15] The Role of EQ in Sales Success
Parke explains how emotional intelligence helps salespeople build trust with clients and crews—and why it’s a growth driver.

[33:39] Putting People First in Leadership
Why the best companies treat team members as internal customers and how leaders can start doing it daily.

[35:19] The Power of Saying No
Why "no" is a strategic growth move—and how knowing your value allows you to make better business decisions.

[37:13] Book Recommendation: Nuts!
Parke shares how the book about Southwest Airlines shaped his views on capacity, consistency, and company culture.

[39:06] How to Connect with Parke
Contact details for Advanced Consulting and why they’ll refer you to competitors if it’s a better fit.

• Stop chasing every job—cut low-margin work to boost both capacity and profit.
• Evaluate clients based on scalability and route density, not just revenue.
• Start with spreadsheets that mimic software reports before investing in a system.
• Emotional intelligence (EQ) is more valuable than experience when building a sales team.
• Don’t pay commissions before money is received—align incentives with business health.
• Reward more than revenue—consider gross margin and relationship building too.
• Use AI as a research and efficiency tool, but maintain critical thinking in the field.
• Say “no” more often—it’s essential to build a streamlined, scalable company.

“We put up a mantra in the office for us to become the least needed people in the organization. That was our motto.” — Peter Guinane

Books:

• Good to Great – Jim Collins
• Built to Last – Jim Collins

Consulting & Mentorship:

• Knowledge Tree Consulting (Peter’s consulting firm)

[00:00] Introduction
Rob Murray introduces the episode and guest, Peter Guinane, co-founder and CEO of Oriole Landscaping and Knowledge Tree Consulting.

[02:27] Scaling a Landscaping Business
Peter shares his journey, discussing the growth phases of Oriole Landscaping and the challenges of managing a growing team.

[03:56] The Biggest Bottleneck in Business Growth
Peter explains why most business owners hold their own companies back by trying to control everything instead of building a system that runs without them.

[07:22] Delegation & Building a Leadership Team
Peter talks about the importance of defining roles, creating clear responsibilities, and building a leadership pipeline to support business growth.

[12:49] Identifying & Empowering the Right People
How to recognize employees who want more responsibility, how to develop them, and why a clear growth path prevents turnover.

[17:08] The Fear of Training People Who Leave
Peter addresses the common fear of training employees only for them to start their own companies, and why it’s actually a net positive in the long run.

[22:07] The Perfection Trap & Letting Go
Many business owners struggle with delegation because they want things done their way. Peter explains why allowing mistakes leads to growth.

[25:52] Ensuring Quality Without Micromanaging
How to hold teams accountable while giving them autonomy, and why coaching is more effective than criticism.

[30:41] When to Let Someone Go
How to recognize when an employee is no longer the right fit, and how to handle the conversation professionally while preserving the relationship.

[36:21] The Tariff Situation & Business Planning
Peter discusses the potential impact of U.S. tariffs on the Canadian landscaping industry and why businesses need to focus on financial stability.

[41:54] The Importance of Cash Flow in Business Survival
Peter explains why "Cash is Oxygen" for businesses and shares strategies for maintaining financial flexibility during uncertain times.

[43:34] A Must-Read for Business Owners
Peter recommends Jim Collins’ books "Good to Great" and "Built to Last", essential reads for anyone looking to scale their business the right way.

[45:08] How to Connect with Peter
Peter shares how listeners can reach out for mentorship and consulting through Knowledge Tree Consulting.

• Define Roles Clearly – List out every role in the company and assign responsibility, backup, and training roles.
• Delegate Effectively – Identify tasks that drain your energy and offload them first to create space for higher-level leadership work.
• Develop Your People – Provide growth paths for employees; otherwise, they may seek opportunities elsewhere.
• Allow Mistakes – Growth requires letting employees take ownership and learn from their mistakes rather than micromanaging.
• Regularly Inspect What You Expect – Implement quality control systems without micromanaging, and use inspections as teaching moments.
• Balance Sheet Matters More Than Growth Goals – Before aiming for aggressive expansion, ensure financial stability to withstand market fluctuations.
• Cash Flow Is King – Have liquid cash or backup assets ready to maintain business stability during downturns.
• Letting Go of Underperformers Is Necessary – Employees who stagnate or bring negativity to the team should be transitioned out humanely but decisively.
• Industry Challenges Are Constant – Be prepared for macro issues like tariffs or economic downturns by maintaining flexibility in contracts & pricing.
• Good to Great Thinking Wins – Business owners who document, delegate, and develop leaders will see long-term, sustainable growth.

“The master prospector will always outsell the master closer—because if you don’t have the right buyers in front of you, no amount of closing skill will save you.” — Doug C. Brown

• "Inner Voice" by Russ Whitney
• Sales Assessment Tool: Objective Management Group (OMG) Sales Assessments
• Cold Calling Tips: Chet Holmes’ Ultimate Sales Machine
• LinkedIn for Sales: LinkedIn Sales Navigator

[00:00] Introduction & Meet Doug C. Brown
Rob Murray introduces Doug C. Brown, CEO of CEO Sales Strategies, and sets the stage for an insightful conversation on revenue growth.

[00:43] Doug’s 60-Year Business Journey (Yes, Really!)
Doug shares how he started working at age 3 in his dad’s industrial machinery business and got his first taste of sales at just 6 years old.

[02:25] From Sales Rookie to Billion-Dollar Growth
Doug reflects on his experience scaling businesses—including one that sold for $2 billion—and his work with Tony Robbins and Chet Holmes.

[05:10] The #1 Growth Constraint in Business
Why most entrepreneurs (especially in the green industry) struggle to scale—hint: they don’t know their ideal right-fit buyer.

[06:48] Who’s REALLY Making the Buying Decisions?
It’s not just about targeting high-end clients—it’s about identifying the apex decision-maker in the sales process.

[08:44] Why Saying ‘Yes’ to Every Client is Killing Your Business
Doug explains why taking on non-ideal customers is like dating the wrong person—it might work short-term, but it’s a terrible long-term strategy.

[12:59] Finding More of Your Best Clients
How AI, data analysis, and real customer feedback can help pinpoint who your best clients are and where to find them.

[15:49] Cold Calling is NOT Dead—You’re Just Doing It Wrong
Doug debunks the myth that cold calling doesn’t work and shares the exact times and strategies to reach decision-makers successfully.

[19:33] Master Prospecting vs. Master Closing
Why a good prospector will outsell the best closer every time, and how shifting your focus to lead generation transforms sales results.

[24:43] Building a Rockstar Sales Team (Without Hiring the Wrong People)
The biggest hiring mistakes business owners make—and how to find hunters, closers, and relationship-builders who actually fit the role.

[30:19] Stop Capping Sales Commissions!
Doug explains why capping earnings drives away top performers and why the best sales reps want uncapped commissions and long-term growth.

[43:49] A Must-Read for Every Entrepreneur
Doug recommends Russ Whitney's “Inner Voice”, a book that challenges the way business owners think and make decisions.

[45:35] Where to Find Doug C. Brown
Doug shares his contact details and invites listeners to connect for sales coaching, training, and business growth strategies.

• Identify Your Ideal Buyer – Stop guessing! Use data, AI, and customer interviews to create a clear buyer persona.
• Say No More Often – Taking on bad clients prevents you from finding better, higher-paying ones.
• Make More Calls – Cold calling still works when done right. Know who to call and when to call.
• Focus on Prospecting – A good prospector will always outsell the best closer. Prioritize lead generation.
• Hire for the Right Role – Don’t just hire “a salesperson”—hire hunters for prospecting and closers for closing.
• Don’t Cap Commission – Let your best salespeople make as much money as possible—everyone wins.
• Read "Inner Voice" by Russ Whitney – Success starts with mindset, not just strategy.

“Stop seeing yourself as a landscaper who hires people. Start seeing yourself as a people developer who happens to do landscaping—and watch your business truly flourish.” — Jeffrey Scott

• JeffreyScott.biz – Coaching, Peer Groups, and More
• Become a Destination Company: A Roadmap to Attract, Motivate, and Retain Great Employees by Jeffrey Scott
• “Hug Your Customers” / “Hug Your Employees” by Jack Mitchell
• “Growing Weeders Into Leaders: Leadership Lessons from the Ground Level” by Jeff McManus
• University of Mississippi – Landscape University Resources

[00:00] Introduction & Jeffrey’s Encore
Rob Murray welcomes Jeffrey Scott back to the show and highlights his reputation as a top-tier entrepreneurial coach in the green industry.

[00:47] Quick Background Check
Rob gives a nod to Jeffrey’s journey—running his own landscape business before transitioning into coaching and peer groups.

[01:09] The ‘Upper Echelon’ of Green Industry Coaching
Jeffrey’s name surfaces wherever landscapers gather, thanks to his proven track record in helping companies scale effectively.

[02:39] Rebranding: From Landscaping to People-Development
They discuss why the most successful owners consider themselves training and development companies that just happen to do landscaping.

[04:01] Lessons from Jeffrey’s Father
Jeffrey recounts how his dad insisted they were “in marketing” above all else, and how that perspective evolved into a people-first approach.

[05:06] Customer Obsession vs. Employee Centricity
They explore how employees and customers both come first—yet in different ways—and why balancing these priorities fuels growth.

[07:24] Creating Core Values That Stick
Jeffrey explains why core values should govern how employees treat each other, separate from a company’s external service ethic.

[11:04] Clarity & Firing Tactics
They examine how removing bad fits can actually boost revenue, and why clear roles and accountability encourage toxic players to self-select out.

[14:16] Become a ‘Destination Company’
Jeffrey suggests running employee Net Promoter Score (NPS) surveys and building training time into the budget to attract and retain top talent.

[20:19] Radical Culture Overhauls
They share a case study of a leader who fired most of his staff after a snowstorm debacle, rebuilt the culture, and achieved significant growth.

[24:21] Building a Real Leadership Team
Jeffrey details the move from a hub-and-spoke model to a proper hierarchy, specializing roles so leaders aren’t stretched too thin.

[32:06] Transparent Leadership
Rob and Jeffrey tackle the “top of the mountain” stigma around leadership teams and offer ways to keep staff informed via open communication.

[36:01] Fun with a Purpose
Rob describes creative ways to celebrate wins (like pajama pizza parties and “awesome citations”) to reinforce culture and camaraderie.

[41:01] The Recruiting Edge
They discuss building an internal pool of applicants—keeping them engaged via newsletters or texts—so great hires are lined up before you need them.

[44:46] Red Carpet Exits
Jeffrey explains why a respectful offboarding process leaves the door open for former employees to return and bolsters your reputation.

[48:46] Resources & Parting Wisdom
They wrap up with Jeffrey’s book “Become a Destination Company,” peer groups, and the importance of a rising tide lifting all boats in the green industry.

• People > Landscaping: Reframe your business around developing people, not just planting lawns.
• Budget Time for Training: Fold dedicated training hours into each project’s job cost to ensure skill-building actually happens.
• Separate Core Values & Service Ethos: Clearly define how employees treat each other (values) versus how you treat customers (service guidelines).
• Use NPS Internally: Measure employee loyalty and use feedback to fix processes, managers, or policies dragging down morale.
• Roll Out the Red Carpet (Exit): Parting ways with respect and clarity boosts your reputation and can lead high-performers back to you later.

"You can teach someone how to install pavers, but you can’t teach integrity. Either they have it, or they don’t.” — Jill Odom 

• Local Roots Landscaping – Pittsburgh-based company known for a strong employee-first culture.
• Loving Landscaping – Known for engaging and humorous LinkedIn content.
• Drost Landscape – Great example of high-quality project photography.
• Subjectline.com – Free tool to optimize email subject lines.
• Jay Schwedelson – Marketing expert specializing in email engagement.
• Fat Matt’s Rib Shack (Atlanta, GA) – One of Rob’s must-visit restaurants.

[00:00] Introduction to Jill Odom
Rob Murray welcomes Jill Odom, a content expert in the green industry, and discusses her background in landscaping journalism.

[02:15] Jill’s Journey in the Green Industry
Jill shares how she entered the landscaping world, the openness of industry professionals, and her passion for storytelling.

[04:18] The Pocket Knife Hiring Philosophy
Jill explains why carrying a pocket knife can indicate a great hire and how it reflects problem-solving skills and a willingness to help.

[04:37] The Biggest Growth Constraints in Landscaping Businesses
Jill outlines the three biggest roadblocks businesses face at different growth stages: lack of processes, hiring struggles, and cultural erosion.

[07:25] Hiring for Culture vs. Experience
Rob and Jill discuss why businesses should prioritize hiring for attitude and training for skills rather than focusing on experience alone.

[11:56] Success Stories in Scaling Right
Jill shares an example of a landscaping company in Georgia that doubled in size while maintaining transparency and a strong culture.

[17:22] Content Marketing for Landscaping Businesses
Jill explains how landscapers can use content marketing to position themselves as industry experts and attract more leads.

[21:56] Real Companies Excelling in Hiring & Marketing
Jill highlights companies like Local Roots Landscaping and Loving Landscaping, who stand out in company culture and marketing strategy.

[24:47] The Power of Authentic Photography in Marketing
Rob and Jill discuss why stock photography hurts brand credibility and why landscapers should invest in real project photography.

[26:38] Defining Business Success & Celebrating Wins
Jill emphasizes the importance of defining success beyond revenue and why celebrating achievements keeps entrepreneurs motivated.

[29:26] Aligning Business Goals with Personal Rewards
Rob shares insights on setting business goals with a personal reward system to maintain motivation and long-term vision.

[31:17] The Pocket Knife as a Hiring Indicator
Jill recounts a hiring anecdote where carrying a pocket knife signals practical thinking and a team-oriented mindset.

[32:24] Marketing Expert Recommendation
Jill recommends Jay Schwedelson as a go-to resource for marketing insights, email subject line strategies, and industry trends.

[34:06] Closing Thoughts & Final Takeaways
Rob and Jill summarize the key lessons from the discussion, emphasizing hiring strategies, training, and defining success.

• Formalize Your Processes Early – Small businesses often hit a ceiling because they don’t document and streamline their workflows.
• Hire for Culture, Train for Skill – Finding employees with the right mindset is more important than hiring for experience.
• Invest in Training & Development – Continuous training ensures long-term employee success and retention.
• Maintain Company Culture as You Scale – Large companies risk losing their identity; keeping core values intact is crucial.
• Be a Resource, Not Just a Sales Pitch – Content marketing should educate and build trust before selling.
• Ditch Stock Photos – Use real photos of your team and projects to build credibility.
• Define Success & Celebrate Wins – Entrepreneurs should have clear goals and rewards for achieving them.
• Use Smart Email Marketing Strategies – Tools like Subjectline.com can improve open rates and engagement.

“In many ways, landscapers are industry professionals first and salespeople second, but teaching them how to sell effectively can change their businesses.” — Jeffrey Domenick 

• Cracking the Sales Management Code by Jason Jordan: A guide to managing sales objectives and activities.
• National Association of Landscape Professionals (Elevate Conference)
• KeyServ Landscape Services
• SiteOne Landscape Supply: Strategies for scaling and acquisitions.

[00:07] Introduction to Jeffrey Domenick
Robert Murray introduces Jeffrey Domenick, who shares his diverse career journey from construction to landscaping.

[01:17] Jeffrey’s Early Career and Landscape Architecture
Jeffrey recounts his start in landscaping, earning a degree in landscape architecture, and gaining experience at Del Webb and the Brickman Group.

[04:53] Professional Growth at NDS and SiteOne
Jeffrey discusses his time at NDS, learning professional sales processes, and scaling SiteOne through acquisitions and strategic growth.

[09:35] What Is the Five-Cylinder Engine?
Jeffrey introduces the "Five-Cylinder Engine" framework for business growth and explains its foundational principles.

[11:41] Cylinder 1: Retention
Jeffrey emphasizes the importance of retaining existing customers and how attrition impacts overall growth.

[13:04] Cylinder 2: Innovation
He discusses adding new services and products to grow revenue organically and stay competitive.

[15:45] Cylinder 3: Market Share
Jeffrey explains strategies for acquiring new customers and increasing market presence through proactive sales efforts.

[19:56] Cylinder 4: Wallet Share
Jeffrey highlights ways to maximize the value of existing customers by offering additional services and building stronger relationships.

[23:49] Cylinder 5: Projects
He underscores the role of large projects in driving significant revenue and the need to replace project-based income annually.

[28:50] The Importance of Sales Management
Jeffrey shares insights into effective sales management, focusing on measuring activities and avoiding inconsistent growth patterns.

[33:30] Reducing Friction in the Buying Process
Jeffrey talks about streamlining sales processes to improve close rates and make it easier for customers to say yes.

[33:45] How to Connect with Jeffrey Domenick
Jeffrey provides his contact details and invites listeners to reach out for industry insights and mentorship.

1. Retention is Key: Maintaining existing customers and reducing attrition is the foundation for stable revenue growth.
2. Diversify Services: Add 2–3 new services annually to drive incremental revenue and meet evolving customer needs.
3. Be Proactive in Sales: Avoid passive customer acquisition—target specific audiences with tailored outreach.
4. Maximize Existing Clients: Focus on introducing additional services to current customers to increase wallet share.
5. Leverage Large Projects: High-value projects can significantly impact annual growth but require planning for future revenue replacement.
6. Focus on Sales Efficiency: Measure and improve metrics like proposal turnaround time and close rates to optimize performance.
7. Simplify Client Decisions: Reduce friction in the buying process to improve client satisfaction and retention.

“Your business is a promise delivery system—when everyone understands the promises, you’re more likely to deliver.” — Ryan Markewich

Books:

• The Great Game of Business by Jack Stack
• Stake in the Outcome by Jack Stack
• The Elapsed Anarchist’s Approach series by Ari Weinsvig
• Small Giants by Bo Burlingham

People to Follow:

• Mark Bradley (LinkedIn/Instagram)

Websites:

• Ryan Markewich’s Website

Training Tools:

• LMN software for landscaping businesses

[00:00] Meet Ryan Markewich: A Unique Perspective on Landscaping
Robert introduces Ryan, a 30-year landscape business veteran and the only certified Great Game of Business coach in the green industry.

[01:30] From a Lawn Mower to a Thriving Business
Ryan shares his journey from starting with basic tools to building a luxury landscaping company focused on design, build, and maintenance.

[02:26] What Is the Great Game of Business?
Ryan provides an overview of open-book management and how it evolved into the Great Game of Business methodology.

[06:18] Engagement as the Key Growth Constraint
Ryan discusses the challenges of low employee engagement and how education and alignment can drive better results.

[07:36] 65% vs. 95% Engagement: What’s the Difference?
Using a sports team analogy, Ryan explains how engagement impacts efficiency and teamwork in landscaping businesses.

[10:46] Huddles and Line-Item Ownership
Ryan dives into the concept of huddles, assigning ownership to specific financial line items, and fostering team accountability.

[15:14] Building a People Development Framework
Ryan describes how his company uses a “passport to success” to train and develop employees for long-term growth.

[18:24] Training as a Priority for Growth
The conversation highlights why investing in training and development is crucial and how it impacts the bottom line.

[25:24] Formalizing Onboarding for Success
Ryan explains how structured onboarding sets the stage for delivering consistent results in the luxury market.

[33:10] Transitioning to Employee Ownership
Ryan details his process for introducing employees into ownership roles and creating a sustainable business model.

[39:00] Recommended Resources and Inspiration
Ryan shares influential books, such as The Great Game of Business and Small Giants, and recommends following industry leaders like Mark Bradley.

[40:24] Closing Thoughts and Future Topics
Robert and Ryan discuss topics for future episodes, including mini-games and advanced score boarding techniques.

1. Open-Book Management: Educate employees about financial literacy and tie their roles to business outcomes.
2. Employee Ownership: Create opportunities for employees to buy into the business, fostering greater commitment and teamwork.
3. Engagement through Huddles: Regular team huddles with line-item ownership keep everyone accountable and aligned.
4. People Development: Invest in training and development to build internal talent and reduce reliance on external hires.
5. Simplified Scoreboards: Use clear, focused metrics to track progress and keep teams engaged with goals.
6. Quarterly Satisfaction Surveys: Regularly measure employee satisfaction to address issues in real time.