The GROW! Show

By Marty GrunderBusiness Entrepreneurship Leisure Management Home & Garden

The GROW! Show episodes

June 18, 2025Marketing: Let's Talk Emails with Emily Lindley
Emails to our existing and past clients have been a surprising source of work for us this spring at Grunder Landscaping. This low-effort outreach is working better than we expected it to, and in this episode Emily Lindley shares what we're sending emails on and what we're doing to make them work for us.
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00:00 - Start
00:35 - The Importance of Email Marketing
01:18 - The Challenges and Strategies of Email Marketing
03:57 - Marketing Pro: How to Implement
05:26 - Evaluating Email Marketing Success
08:08 - Effective Email Campaigns and Tactics
12:28 - Specific Email Content Examples
19:04 - Conclusion and Upcoming Grow 2026

Show Notes
1. Prioritize Value Over Frequency
Discontinued monthly newsletters that were company-focused rather than client-focused
Switched to strategic, seasonal emails that solve specific client problems
Quality content beats consistent publishing when it lacks relevance
2. Strategic Email Selection Based on Business Needs
Low-cost upsells work best for email: Mosquito fogging, aeration, overseeding
Seasonal timing is crucial: Send drainage solutions emails after heavy rains
Capacity-driven campaigns: Only promote services you can actually deliver
3. Measurement Strategy
Open rates: Standard metric but don't panic if low with smaller lists
Click rates: Must have clear, actionable calls-to-action to measure effectively
Unsubscribe rates: Expect initial spike when resuming email contact, then should normalize
Revenue attribution: Track clients who reference emails in sales conversations
4. Technical Implementation Best Practices
Use integrated CRM platforms: Aspire's Marketing Pro keeps client lists updated automatically
Standardize templates: Build brand recognition and reduce production time
Cost-effectiveness: Email marketing has lower variable costs than direct mail
5. Content Strategy Framework
Small upsells: Services that are easy to quote and quick to implement
Timely suggestions: Address immediate problems clients are experiencing
Visual storytelling: Use before/after photos for complex projects like patios and outdoor living
Problem-solution focus: Help clients understand you can solve issues they might not associate with landscaping
6. ROI Considerations
Email marketing works better for lower-margin services than expensive direct mail
Allow time for campaigns to prove effectiveness before abandoning
Focus on services that match current capacity and seasonal demand
Success often shows up in client conversations rather than direct click-through metrics

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
21 min
June 11, 2025Strategic Partnerships and Industry Insights: A Conversation with Phil Harwood
Marty Grunder talks with Phil Harwood from Snow Fighters about leadership lessons from 40 years in landscaping and snow removal. Phil reveals why his previous company made 80% of profits from snow despite it being only 50% of revenue, and shares insights on leading by example and building profitable snow operations.
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00:00 - Start
00:30 - Introduction and Welcome
01:24 - Meet Phil Harwood: New Strategic Partner
02:56 - Phil’s Personal Background
04:19 - The Importance of Having a ‘Why’
06:27 - Phil’s Career Journey
09:50 - Funny Stories and Lessons Learned
13:22 - Phil’s Transition to Consulting
15:07 - The Value of External Perspectives
16:27 - Core Leadership Lessons from Phil
17:34 - The Importance of Preparation
19:49 - The Power of Continuous Learning
22:33 - Technological Trends in Snow Removal
26:29 - Phil’s Thoughts on the Future of the Industry
28:09 - Final Thoughts and Advice

Show Notes & Key Takeaways
Leadership by Example Sets the Tone - Phil would arrive at the shop 2 hours early before midnight crews, plow the lot, make coffee, and clean trucks. "They walked in like, wow, this guy's ready... that sets the tone."
The Outsider's Advantage - Phil learned from working with EOS founder Gino Wickman that the same advice he'd been giving internally was finally heard when delivered by an external consultant. "That's where the value is, being the objective outsider."
Unintended Consequences of Company Mottos - Marty's "Where Service is Always in Season" led to inefficient routing, while Phil's "Yes, I Can" culture resulted in applying outdoor-only chemicals inside a building, sterilizing it permanently.
Snow Removal as Emergency Service Mindset - "People always relate snow and ice management services to firefighting because it is an emergency service... you're doing something super valuable in an emergency environment."
The Basics Still Matter Most - Core leadership lessons: "Do the right thing. Do what you say you're gonna do. Answer your phone. Be respectful, care about people." Simple to understand, hard to execute consistently.
Continuous Learning Requires Personal Drive - Phil memorized every tree in Detroit metro by carrying a field guide and studying at every stop sign during winter. "You learn those trees because you wanted to... you have to be motivated."
Snow Operations Can Drive Profitability - Phil's previous company was 50% landscape, 50% snow in revenue, but "80% of our profits came from snow" when executed properly.
Build Your Business to Be Sellable - Whether you plan to sell or not, structure your company so someone could easily step in and see value in systems, key people, and processes that don't depend entirely on the owner.
Technology is Revolutionizing Snow Operations - From real-time coaching built into Caterpillar equipment to software integration with business management systems, the industry is becoming increasingly data-driven and efficient.

Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
31 min
June 04, 2025Operations: Getting a Branch Up and Running
Marty shares the real story behind opening Grunder Landscaping's first branch location in Cincinnati. From overcoming team resistance and zoning battles to building systems that scale, discover the leadership lessons, market entry strategies, and mindset shifts required to successfully expand your business into new markets.
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00:00 - Introduction & Welcome
01:31 - Opening a New Branch: Early Challenges
03:11 - Meeting Seth Pflum & The Growth of Grunder Landscaping
04:30 - The New Cincinnati Branch: Opportunities and Challenges
06:30 - Remodeling the New Facility
08:53 - Operational Strategies and Team Growth
12:42 - Using Your Mission Statement for Growth
16:16 - The Challenge to Grow
18:46 - Please Like, Share and Subscribe!

Show Notes & Key Takeaways
Strategic Planning & Vision
Mission-driven expansion - The branch serves their mission: "to create opportunities for our team to grow and succeed"
Market sizing matters - Cincinnati offers 3-5x the opportunities of Dayton, making it worth the investment and risk
Leadership & Team Development
Avoid consensus paralysis - Running a company by consensus with conservative thinkers can kill growth opportunities
Find growth-minded partners - Seth’s arrival changed everything because he shared Marty's vision for expansion
Create advancement opportunities - "The main reason you grow a business is you have so many good people, they're pushing you, and if you don't create opportunities for them, they're gonna move on"
Promote from within success stories - Bill went from crew worker to leadership team; Brian went from watering plants to leadership team
Operational Excellence
Systems enable scalability - Strong systems allow any team member to maintain standards at either location
Communication requirements multiply - "When you have one location, you better communicate well. But when you have two, your communication better be 10 times better"
Market Entry Strategy
Expect to be unknown - 41 years of reputation in Dayton means nothing in Cincinnati
Invest heavily in marketing for new markets - Earmark larger percentage of marketing budget for the new location
Warm calling over cold calling - Always research prospects before contacting them
Mindset & Culture
Proof of concept exists - "If someone else has done what you're trying to do, that's the only proof you need to believe that you can do it too"
Stay humble in new markets - Being asked "Are you a brand new business?" was humbling but necessary
Strong culture transcends location - The team maintained standards even during leadership transitions
Focus on fundamentals - "People call you, you call 'em back if they're unhappy, you make 'em happy. Do a good job, communicate well with them. Those work in any marketplace"
Success Metrics
Branch success isn't about ego - Don't expand just to brag about multiple locations - focus on profitability and team opportunities
Organic growth focus - 90% of their growth from $4.2M to projected $18M came organically, not acquisitions

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
20 min
May 28, 2025 Interview Series: Jason Cromley on a 90-Day Follow Up from GROW 2025
In this episode, Marty sits down with GROW 2025 tour host Jason Cromley to discuss what they both learned from the event, what the Hidden Creek team has been up to since February, and how they expect the year to go for their companies and the industry.
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00:00 Introduction and Welcome
00:32 Random Acts of Kindness
01:51 Interview with Jason Cromley
02:30 Reflections on Hosting Grow
09:23 Sales and Growth Updates
14:52 Operations and Hiring Challenges
18:15 Feedback and Future Plans
20:37 Sales Challenges and Solutions
21:46 Operational Insights and Peer Feedback
26:51 Personal Focus and Family Priorities
28:14 Future Goals and Team Dynamics
30:35 Takeaways and Final Thoughts
38:24 Conclusion and Closing Remarks

Show Notes:
Focus on improving efficiency rather than increasing headcount. Jason Cromley's company aims to boost revenue by $6 million without hiring additional staff. This underscores the importance of optimizing current resources and processes to achieve growth.
Utilize CRM and data analytics to drive sales and improve pipelines. Jason mentions that relying on data rather than emotions helps better understand sales figures and probabilities. This approach enables targeted efforts to close deals and meet financial goals more effectively.
Ensuring every team member is in the right role and performing efficiently is crucial. Jason aspires to have a team where each person understands their responsibilities and has the capacity to perform them well. This leads to a more productive and motivated workforce.
Building and maintaining trust with customers is essential. Prompt communication and reliability in service help foster strong client relationships. Jason emphasizes the importance of not giving customers a reason to doubt your business, which in turn secures repeat business and new referrals.
Strategic planning and forecasting are vital for sustainable growth. Jason highlights the importance of looking ahead and planning for future growth, ensuring that the business can handle increases in workload and demand. This long-term vision helps in setting realistic goals and preparing the team and resources accordingly.

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business..
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl

41 min
May 21, 2025 Ask Marty Anything! - With Marty Grunder & Emily Lindley of The Grow Group
Our listeners sent in their top questions, and we're asking Marty during this week's episode of The Grow Show!

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00:00 - Introduction & Welcome
01:05 - Book Recommendation: Winning with Accountability
02:15 - Ask Marty: Finding and Keeping Good People
05:59 - Career Paths & Opportunities for Growth
12:03 - Addressing Family Members in the Workplace
18:23 - H-2B Program Insights
23:04 - Sharing Metrics With Your Team
29:35 - Probing Questions for One-on-One Meetings
31:25 - Buy or Lease: Truck & Equipment Acquisition Strategies
34:53 - Boosting Team Productivity
43:16 - Deer & Rabbit Control Challenges
46:07 - Effective Marketing Strategies
51:45 - Vertical Integration Methods and Subcontracting
54:03 - Final Thoughts

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
56 min
May 14, 2025 Interview Series: Vince Torchia on Focusing on What We Can Control
In this session, Marty and Vince discuss the three things Vince is thinking about and working with our ACE Peer Group Members in 2025. They also cover trends that they're seeing in the market, in companies around the country, and what companies should be paying attention to this year.
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00:00 - Introduction & Welcome
01:41 - Meet Vince Torchia & His Role at Grunder and the Grow Group
03:42 - Legal Concerns for Landscaping Companies
12:46 - ACE Companies and Revenue Benchmarks
14:05 - Focus on Maintenance and Stability
15:25 - Economic Anomalies and Workforce Issues
18:23 - Training and Development Trends
22:18 - Future Plans & An Exciting Announcement

Show Notes
- Vince reflects on his 15-year journey at Grunder Landscaping, from intern to partner, highlighting the strong partnership and growth they've achieved.
- Vince outlines his responsibilities at both Grunder Landscaping and the Grow Group, emphasizing his role in strategic operations and peer group management.
- The importance of training for leadership and legal compliance in landscaping companies is stressed, with a focus on harassment policies and documentation.
- Vince discusses the necessity of clear BYOD (Bring Your Own Device) policies to manage work-related communications and data on personal devices.
- Contracts should be regularly reviewed for clear entry and exit terms to avoid legal and operational issues.
- Vince shares his perspective on the economy, advising businesses to focus on controllable elements and remain pragmatic about external economic factors.
- Significant insights from ACE group meetings indicate that sales growth is slowing, but companies are still expanding, and there's renewed focus on maintenance services for stability.
- Marty and Vince discuss the challenges of high interest rates, low unemployment, and difficulty in finding workers, emphasizing the need for businesses to adapt and train internally.
- Finally, Vince talks about the upcoming events for the Grow Group and the exciting partnership with Snow Fighters to provide training and education for snow removal professionals.

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
25 min
May 07, 2025Leadership: Training the Trainer & Empowering Your Team
We trust members of our team in leadership roles to share information and coach the team that reports to them to do their best work, but are we investing in their education too? In this episode, Marty Grunder shares what they do at Grunder Landscaping Co. to coach new leaders and support them as they teach their own teams their skills.
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00:00 - Introduction & Welcome
00:40 - The Importance of Training
01:41 - Vision, Mission, and Core Values
02:44 - Non-Negotiables & Training Framework
03:51 - Why We Train
05:16 - How We Train
06:51 - Steps to Effective Training
10:20 - The Power of Praise
13:51 - Please Share & Subscribe!

Show Notes
Training the Trainer: Marty emphasizes the importance of training the trainers within the organization. He highlights how essential it is for trainers to not only provide skills but also to embody and pass on the company's culture and values. Effective training can lead to improved performance and leadership within the team.
Vision Statement: Marty explains that every training session should start with the company's vision statement. The vision statement reflects the long-term goals and aspirations of the company, serving as the "Super Bowl" or the ultimate achievement everyone is working towards.
Mission Statement: The mission statement details the company's daily operations and how they plan to achieve their vision. Marty underscores the importance of aligning the mission with the company's core activities and ensuring that every team member understands and is committed to this mission.
Core Values: Marty discusses the core values of the company which include quality, leadership, teamwork, and profitability. These values guide the behaviors and decision-making processes within the organization, ensuring that everyone is working towards the same standards and goals.
Non-Negotiables: Marty highlights the eight non-negotiable behaviors that are crucial for the company's success. These include taking initiative, maintaining a positive attitude, effective communication, accountability, having a growth mindset, managing time, upholding professionalism, and expecting continuous improvement. These were established by the team's input and are integral to the company's operations.
How We Train: Marty outlines the methods and mindset for effective training, emphasizing the need for safety, patience, clarity, repetition, and opportunities. Training begins on the first day and is continuous, focusing on developing new leaders. Using videos and standard operating procedures (SOPs) are recommended for clear and effective training.
Why We Train: Training is crucial for creating more leaders, providing growth opportunities for the team, and ensuring that employees can manage responsibilities independently. This fosters a culture of continuous improvement and advancement within the company, ultimately leading to better performance and satisfaction.

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
15 min
April 30, 2025 Leadership: Running Meetings that Actually Work
Nobody likes bad meetings — they waste time, drain energy, and rarely get results. In this episode, we’re breaking down the 5 must-haves for running meetings that actually work. From setting a clear purpose to leaving with real action items, we’ll give you a simple framework to tighten up every meeting on your calendar. If your meetings are lacking this Spring; this episode is for you.
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00:00 - Start
01:01 - Defining the Purpose of Meetings
02:00 - Setting the Agenda
03:27 - Assigning Roles and Responsibilities
05:13 - Types of Meetings and Their Goals
07:00 - Maintain Your Meeting Commitments
09:40 - Weekly & Monthly Meeting Structures
11:30 - Final Thoughts

Show Notes

Clear Meeting Purpose: Always define the purpose of each meeting to prevent unnecessary gatherings
Agenda Preparation: Create and share a detailed agenda in advance to ensure participants come prepared.
Defined Roles: Assign roles such as timekeeper, note-taker, and facilitator to ensure smooth meeting flow.
Types of Meetings: Distinguish between decision-making, working, and informational meetings to maintain focus and clarity.
Honor Commitments: Keep meeting schedules and commitments to build trust within the team even during peak seasons.
Essential Meetings: Schedule regular weekly meetings for operations, sales, and finance/admin, along with monthly and quarterly reviews.
One-on-One Sessions: Conduct weekly one-on-ones to address individual progress and foster personal connections.
Final Thought: Structured and respected meetings build momentum and improve organizational efficiency.

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
13 min
April 23, 2025 Leadership: Essential Spring Focus Areas for Your Landscaping Business
The seasonality of our businesses is real. In this episode, Marty outlines ways that landscape pros can keep their sanity and optimize their productivity in the busy spring and summer months.
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00:00 - Introduction & Welcome
01:45 - Annual Theme for Grunder Landscaping: FOCUS
02:44 - Key Focus Areas for Success This Spring
03:34 - Sales Strategies & Client Management
06:58 - Getting Work Done Efficiently
09:06 - Take Care of Your Team
11:36 - What NOT to Focus On
18:03 - Please Subscribe!

Episode 99 Sales: Marty's Tips for Spring Sales - Prospect, Nurture, & Close!
Episode 102 - Leadership: Managing Stress - "Find the Blue Skies"

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl
19 min
April 16, 2025 Interview Series: Mark Tipton and Whitney Griffin On Streamlining Operations
In this episode of The Grow Show, Marty Grunder is joined by Mark Tipton, Founder & CEO of Aspire and Whitney Griffin to talk about the early days of starting the company, how the software has evolved, and what lessons the team has learned along the way.
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00:00 - Introduction & Welcome
01:29 - Meet Mark Tipton: The Journey of Aspire
10:02 - Mark’s Personal Life and Family
11:13 - Introducing Whitney Griffin
12:13 - Whitney’s Career Path and Challenges
16:32 - Aspire’s Focus on Construction
21:50 - User Feedback and Development
25:05 - Aspire’s Vendor Management Feature
26:47 - Flexibility in Estimating and Purchasing within Aspire
26:57 - Final Thoughts
27:59 - Implementing Aspire: Challenges and Benefits
30:46 - Aspire’s Item Substitution Feature
32:09 - Final Reflections and Advice
34:07 - New Features and Future Roadmap for Aspire
40:33 - Best Practices for Using Aspire
45:60 - Final Thoughts and Contact Information

Subscribe and share the Grow Show to help more landscape pros discover it. Thank you for being part of our community.
The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.
Resources:

Virtual Sales Bootcamp
Grunder Landscaping Field Trips

The Grow Group
Grunder Landscaping
Marty Grunder LinkedIn
Stihl

50 min

About The GROW! Show

From the publisher's feed

The GROW! Show is a show that highlights Marty Grunder's annual conference, GROW!. The GROW! show will showcase how anyone in the green industry can grow themselves, their team, and their business.