M a r ch - A p r i l 2 0 1 3 N ew s l e t te r

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Third Ohio Landscape Contractor Added to Growing LandOpt Contractor Network

1

A Message From Tim Smith: Are You Ready for Spring?

2

Operations Field Day: Save the Date! 2

Pure Madness! 3

LandOpt Events 5

Dan DiPietro Joins LandOpt’s Success Team

6

LandOpt Channel Update 6

In Every Issue...

Upcoming Critical Dates 1

Network Success 4

NETWORK NEWSNETWORK NEWS

Third Ohio Landscape Contractor Added to Growing Third Ohio Landscape Contractor Added to Growing LandOpt Contractor NetworkLandOpt Contractor Network

Upcoming Critical Dates Upcoming Critical Dates

Cincinnati-based Allison Landscaping & Water Gardens has joined the LandOpt Contractor Network, becoming the third LandOpt Contractor in the state of Ohio.

Co-owned by Principals Bob Lake and Todd Allison, Allison Landscaping is a second generation landscape services company established in 1968 by Todd’s father Richard. More than 45 years later, it has grown to a full-service design/build landscape contracting company that specializes in larger, natural water features and ponds.

According to Todd, one of the reasons that he and Lake pursued the idea of LandOpt was because of the industry expertise. “Not only is the LandOpt team comprised of ‘specialists’ in our industry, but there is also a wealth of expertise found within the contractor network itself,” he noted. “All combined, this will bring clarity and knowledge to our operation, a necessary element for our continued success.”

The owner also sees LandOpt as a solution to a challenge with which most in the landscape industry are faced – that of recruiting and retaining long-term employees. “Our ability to provide ongoing, role-specific continuing education for our team members will be a game changer,” he said. In the past, this business has been a stepping stone to a real career for many. Being able to show a new team member a defined career path will have a huge impact. And, for those who have been part of our organization for many years, there is definitely excitement and enthusiasm about the potential to move to the next level.”

As for his vision for the future of Allison Landscaping, Todd simply stated, “Becoming a LandOpt Contractor will lead to both long-term clients and employees. The entire team will know the direction we are headed as a company. Ours will be a relaxed, streamlined and well-manicured company.”

Allison Landscaping brings to three the number of LandOpt Contractors in Ohio, joining Marion-based ProScape Lawn & Landscape Services and Boardman-based American Beauty Landscaping. About Allison’s co-owners, LandOpt President & CEO Tim Smith had this to say, “These gentlemen are a perfect fit for LandOpt. Todd and Bob have an infectious enthusiasm and a true desire to raise the level of professionalism

(continued on page 3)

Training and Events Webcasts

May 14-17: Transformation Training

June 18-20: Con Ed - The Blended Index

June 19-22: SIMA Symposium (Minneapolis, MN)

Apr. 25: Direct Mail and Newsletter Marketing

May 9: The Blended Index

May 23: Search Engine Optimization (SEO)

June 6: Enhancement Sales

June 27: Prospecting Plans

http://www.landopt.com/index.htmlhttp://www.facebook.com/LandOpthttp://twitter.com/#!/LandOpthttp://www.linkedin.com/companies/landopt-llc

P a g e 2 M a r ch - A p r i l 2 0 1 3 N ew s l e t te r

“Are you ready for spring?”

That question seems to be the opener of choice for conversations with and among contractors in our industry, lately. By now, certainly all of you should be beyond ready because the warm weather has finally arrived and spring is upon us! But being “ready” for spring probably means different things to different people, as does the process of “getting ready.”

Within the LandOpt Contractor Network, the process of preparing for spring should have begun in January. As I am reminded by the LandOpt team members who are currently training for Pittsburgh’s May marathon, preparing for spring is not unlike training for an endurance running event. The process of preparation involves months of rehearsing all of the smallest details in order to ensure success. For runners, that means logging miles upon miles of training runs, focusing on nutrition, conditioning the heart and lungs, and developing the mental fortitude to push through the inevitable setbacks along the way. All of these are key elements to success and they are practiced over and over again. The result? A runner who approaches the starting line with full confidence that he/she can not only succeed, but is amply prepared to handle any unexpected challenges that arise.

For a LandOpt Contractor, there are many facets to offseason preparation necessary to ensure that, when spring arrives, both the actions and reactions of every team member are automatic and second nature. For Account Managers, this might mean setting up all communication templates so they are ready to go, as well as thinking through and establishing a CARE call strategy to ensure that meetings are being scheduled and accomplished during the busiest times. For Project Managers, this includes reviewing the company’s processes and procedures for completing work and getting up-to-date on all safety training. For Sales Professionals, this means putting a plan in place for what you will be selling (residential or commercial maintenance, project work, combination of both) and where. It includes role playing for these specific scenarios, and also determining the game plan to keep your sales pipeline full, despite the volume of work waiting at your doorstep. For GMs, the focus should be on reviewing the financial plan and its progression through your busiest months. This includes not only ensuring that things happen as planned, but also being prepared with a corrective course of action if you fall behind or get ahead of your plan. In both cases, adjustments will need to be made in order to ensure that your team is meeting the milestones necessary to achieve a profitable year.

Spring preparation also means communicating with your Success Coach and asking for an assessment of your team’s readiness. As someone outside of your organization, your Coach is well-positioned to provide feedback and can help identify potential weaknesses or risks that should be addressed. Simply put, ask, “How can I raise my performance?” Those of you who are willing to ask that question will undoubtedly receive valuable feedback that will help you reach that “Extra Degree” necessary to excel. The LandOpt coaching, tools and systems are designed to help you confidently manage the busiest of seasons and the most challenging of situations. Use them, and practice them tirelessly until they become routine.

Success in the spring – or at any time of the year – begins with a plan (Strategic Plan), is bolstered by both training and conditioning (LandOpt tools) and soliciting input (Success Coach), and is ultimately achieved by a team that approaches the starting line with the supreme confidence that comes from knowing that they are well-conditioned and positioned to win.

A Message From Tim Smith, LandOpt President & CEO Are You Ready for Spring?

Operations Field Day: Save the Date! LandOpt’s 3rd Annual Operations Field Day is fast approaching and we want to make sure that all of our Network Account and Project Managers have it on their calendars. The event will be held July 30 – Aug. 1 and hosted by Mountain View Landscapes & Lawncare in Chicopee, Mass. The event is intended to provide two days of operations-focused discussion, learning, networking and fun among the Operations roles within each LandOpt business. We are still working through hotel and event details, but we expect to have registration materials ready during the first two weeks of May. Until then, these are the key things to know:

Bradley International Airport (Hartford, CT) is the most convenient to Mountain View’s facility, and is recommended for ease of travel.

Optional project tours will be conducted by Mountain View on Tuesday morning (July 30) for those who are in town early and/or are interested in seeing some of their local work.

The event officially kicks off at 3:00 p.m. on Tuesday with a guided tour of Mountain View’s facility, followed by a group dinner. Wednesday (July 31) will feature both a group speaker and the much anticipated and highly competitive Equipment Olympics. Wednesday will conclude with the presentation of the LandOpt Operations Awards – including both Account and Project Manager of the

Year – as part of our closing night dinner.

We look forward to another successful event and our biggest yet as we welcome many of our newest Network contractors to the fold. Please mark your calendars and keep an eye out for event materials!

Last year’s Operations Field Day was hosted by Silvis Group at their sprawling Mt. Pleasant, PA-based facility.

http://landopt.sharepointspace.com/licensee/NewsletterArchive/NetworkNewsJanFebIssue%203-8-13.pdf#page=2

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M a r ch - A p r i l 2 0 1 3 N ew s l e t te r P a g e 3

not only within their own company, but in the industry as a whole. They understand the importance of that component to ensure continued business growth and success, and they are a welcome addition to our Network.”

The entire Allison Landscaping team is excited about embracing the LandOpt System and is ready to jump in and get started. Their kick-off meeting will be take place within the next few weeks and they plan to attend May’s Transformation Training. Please join us in warmly welcoming Bob, Todd, and their entire team to our Network. To learn more about the company, visit their website or Facebook page.

Third Ohio Landscape Contractor Added (cont’d from page 1)

The inaugural LandOpt March Madness sales tournament was one for the record books! Designed to foster interaction among our Network’s Sales Professionals and also reinforce the importance of regular and proper CRM data entry, the contest provided excitement and friendly competition. The intent was also to remind both GMs and Sales Professionals alike of the importance of the 5-2-1 sales ratio as it relates to successful redemption of financial plans.

The premise was simple: Network Sales Professionals competed on a weekly basis, each earning points for the number of intros, proposals and signed agreements within the given week. The elimination tournament allowed winners to advance and continue in the head-to-head contest, ultimately requiring a sustained performance week over week by the sales professional in order to remain competitive. Scores were tallied based on data entered into the CRM system by the given weekly deadline, which proved to be a challenge for some.

“In addition to serving as motivation for this naturally competitive group, one big underlying purpose for this contest was to reinforce the proper use of the CRM system,” noted Product Development Manager Andrew Dickson. “It was only through the weekly scoring results that we would identify errors in data entry because one of the reps would see posted results that were different than their actual. It was an opportunity for us to help them better utilize the system.”

The other critical factor in this contest was the timely entry of data. “Sales Professionals are routinely tasked with entering data on a weekly basis. All too often, that timeline slips and Network sales data falters as well,” Dickson shared. “By reinforcing the deadline, our goal was to help them get comfortable with setting aside time on a weekly or daily basis to ensure the information is up-to-date.”

By all accounts, this was a heated battle down the wire. But it was Green Earth Landscape Services’ Charley Criswell who was crowned the 2013 March Madness Champion by jumping out to an early lead and never looking back.

How did he do it? According to Charley, it was the perfect combination of timing, skill and networking. At the outset of the contest, he had been pursuing a long-term maintenance agreement with a local HOA. With the help of an inside contact, he was able to secure an opportunity to pursue this work along with 11 other landscape contractors in the area. He prevailed because of the LandOpt Sales System.

“When we started talking to this HOA, there were 11 other companies in the mix including the bigger franchised names. But we were the only company who approached the board and asked to hear what they wanted and needed from their landscape contractor. By listening first, instead of just preparing a proposal based on our assumptions, we were able to uncover a tremendous amount of valuable information that allowed us to tailor our proposal to their specific needs. This included their budget,” Criswell noted. “They were so impressed by our approach, our attention to detail and desire to meet their needs, that Green Earth quickly became the frontrunner and secured the $90K long-term maintenance agreement.”

But the success doesn’t end there. As “luck” would have it, the HOA’s contract with owners stipulated that non full-time residents utilize the same landscape contractor. So, Charley went about setting intro meetings and providing proposals to dozens of individual homeowners.

According to him, this was no easy task and definitely required some teamwork. “I could not have done this without our Account Managers Justin and Adrienne,” he said. “I was committed to following the LandOpt sales process to a T, which meant that while I was meeting with dozens of homeowners, the AMs were spending several hours at the end of each day measuring, estimating and turning around numbers so that I could generate the necessary proposals. It was important to me that each person who signed a contract received the full and proper Green Earth sales experience.“

These were not easy meetings either, as Green Earth’s prices are higher than those of the predecessor company. “Let’s just say I’ve had some spirited phone calls with homeowners,“ the weary champion laughed. But by sticking to the process and developing a relationship with

Pure Madness!

http://www.allisonlandscaping.comhttps://www.facebook.com/pages/Allison-Landscaping/10150093664265024?fref=ts

P a g e 4 M a rc h - A p r i l 2 0 1 3 N ew s le t te r

Network Success!Network Success! Pure Madness! (cont’d from page 3)

each customer, he is more than confident that the mindset will change once they see the work and benefit from Green Earth’s customer relationship process.

Charley’s advice to the rest of the Network is simple: “Follow the LandOpt sales process because it works. I have definitely become proficient in utilizing the CRM system and that, too, is something that makes the process of data entry so much easier. Get familiar with it and learn to make it work for you.” Of most importance when dealing with an HOA, he noted, is the ability to establish a relationship with the board members and understand what they want and need. “Hands down, that is the difference maker. Without that relationship, you are just another company in the running.”

Congratulations once again to Charley and all of the Network Sales Professionals! We’re happy to report that, in addition to achieving some great competition, we saw an overall spike in the intro count Network-wide. Keep up those good habits, as you never know when the next competition might occur!

2ND PLACE Lesley Zimmer

Corion Landscape Management

6TH PLACE Ben Simpson

Eichenlaub, Inc.

3RD PLACE Cynthia McNally

Cut Above Landscaping

7TH PLACE Mary Bloome

Buckhead TurfCare

4TH PLACE (tie) Chuck Harkins/ Rebekah Oman Miller Landscape

8TH PLACE Will Hickman

Carolina Creations

MMARCHARCH MMADNESSADNESS EELITELITE EEIGHTIGHT Kudos to the eight Sales Professionals who battled it out and made it to the final championship round!

WINNER Charley Criswell

Green Earth Landscape Services

Several of the top-finishing Network Sales Professionals were present at the 2013 Principals Meeting, including Mary Bloome, Chuck Harkins, Lesley Zimmer, Rebekah Oman and winner Charley Criswell.

As we head into spring, sales numbers continue to climb! Network sales reps have brought in nearly $6M in net new sales, while the Network’s maintenance base is nearing the $23M mark.

We’ve seen quite an impressive maintenance sales push in the first quarter. So far, the Network star has been Miller Landscape’s Rebekah Oman, with $231K in maintenance sales! And hot on her heels are Green Earth’s Charley Criswell ($195K) and Carolina Creations’ Will Hickman ($192K).

Let’s not forget about the Network Account Managers, who are doing their part with enhancements and upsells. At the head of the pack in enhancement sales is Green Earth’s Adrienne Dabbs-Stutz with $44K, while current upsells leader is Mountain View’s Gene Bessette with $40K.

LandOpt Success Coach Mark Borrasso celebrated a significant milestone on March 19: his one-year anniversary! Congrats, Mark, and thanks for all that you do!

On April 22, LandOpt President & CEO Tim Smith will return to his alma mater to inspire some future green industry leaders. He will be a guest speaker at Penn State University, presenting “GPM, Cost Structure and Pricing” to landscape contracting students within the School of Agriculture.

LandOpt has enjoyed some press coverage lately, thanks to Green Industry Pros and Turf Magazine. The former’s website ran a piece featuring LandOpt’s Tim Smith, who offered some insight as to how LandOpt Contractors are able to neutralize price concerns. Belknap Landscape Company appeared in the latter publication’s March issue, in an article that focused on their Powered by LandOpt status as well as their recent TCIA accreditation.

Kudos also to Belknap Landscape for their part in a recent PLANET Day of Service event. Coordinated by their local rotary club and the NHLA, the Belknap team worked alongside 100 other volunteers to assist residents of Lindenhurst, NY, an area hit hard by Hurricane Sandy.

http://www.greenindustrypros.com/article/10845646/5-actions-that-help-neutralize-price-concernshttp://turfmagazine.com/article-9275.aspx?highlight=Belknap

M a r ch - A p r i l 2 0 1 3 N ew s l e t te r P a g e 5

There’s always something going on in the Network. Whether it’s a training class in Pittsburgh or an event at one of our LandOpt Contractor locations, there’s never a dull moment. Take a look below to see what’s been happening lately!

LandOpt Training and Events

TOP ROW (L-R): From March 5-7, we welcomed one of our largest ever training classes with Account Manager Boot Camp; After we said goodbye to the

Account Managers, we said hello to friends, family, and other local guests at our Open House, where we proudly showed off our new office space!

MIDDLE ROW (L-R): The LandOpt Team often takes time out to celebrate significant personal and professional milestones. Several of us were on hand to

take Success Coach Mark Borrasso out for a happy birthday drink at the Sharp Edge Bistro; Despite what the heavenly lighting might lead you to believe,

Andrew Dickson was not the guest of honor at our recent group lunch at Six Penn Kitchen! This gathering was to recognize Brian Droz’s first close, after he

successfully brought Allison Landscaping & Water Gardens into the Network.

BOTTOM ROW (L-R): April kicked off with a Continuing Education class focused on the LandOpt Recruiting Process. Attendees — Hayden McLaughlin and

Glenn Moir (Belknap Landscape Company), Mark Burgess (Wildwood Landscape), Seth Lewis (Team Lewis Landscaping), Roger Myers (American Beauty

Landscaping) and Emily Durgan (Green Earth) — were the first to try out our new in-office training room; After the second day of class, some brave souls

headed out to the Pirates game, despite the decidedly Steelers-like weather!

650 Smithfield Street • Suite 1000 • Pittsburgh, PA 15222

412.567.4328 412.253.6072 www.landopt.com info@landopt.com

Business Transformation

LandOpt helps to transform your business

by focusing on our four pillars of success.

LandOpt empowers a select group of highly qualified, regionally-based landscape contractors with a powerful portfolio of business systems to dramatically improve

their growth, profitability and productivity.

The LandOpt team facilitates the transformation of landscape contractors by providing the best in class technology, along with proven business processes and systems.

LandOpt enables Network Licensees to efficiently utilize these systems to increase growth, profitability, and productivity in their businesses.

Intensive coaching, followed with a continuing education curriculum,

ensures the success of the Licensees. Training sessions pass along

proven business practices in business management, financial planning,

marketing & sales, operations and more. Coaching establishes a

partnership between LandOpt and the Licensee, which builds a

growing, successful business relationship.

The LandOpt Network of Licensees is a powerful resource in developing

new relationships with peers in the green industry. The expanding

network cultivates a growth of business experience and knowledge.

LandOpt continually measures and monitors the results gathered

from each Licensee location to evaluate the effectiveness of the

LandOpt systems and ensure success.

Be proud to be a member of the Powered by LandOpt Network.

Dan DiPietro Joins LandOpt’s Success Team

As our Network grows, so, too, does LandOpt’s Success Coaching team! We are pleased to share with you that Dan DiPietro joined the LandOpt team on Monday, April 8 as a Success Coach.

An integral part of the Success Coaching team, Dan will work closely with David Gallagher, Steve Bach and Mark Borrasso as he gets acquainted with the LandOpt Network and familiarizes himself with the LandOpt systems and processes. Recalling the Success team’s planned growth strategy for 2013 that was outlined at the Principals Meeting in January, he will ultimately fall in the category of Tenured Success Coach and will hold responsibility for working directly with LandOpt Licensees to achieve overall revenue growth through the implementation of the LandOpt business model.

Dan brings a wealth of knowledge to this position, including more than 10 years of sales, client management and technology experience. Having most recently served as a partner in an Atlanta-based landscaping business, he has also held sales, training and account management positions within the insurance, financial services and technology industries. Dan holds a BS in Information Systems from Clarion University.

As the LandOpt Contractor Network continues to expand, it’s a pleasure to be able add to our team so that we can continue to provide the resources and support necessary to help you achieve your growth and development goals. Dan is a welcome addition to our team and will be a true asset to LandOpt. Please join us in welcoming him! He can be reached at 412-567-4328 x205 or at dan.dipietro@landopt.com.

The LandOpt Channel brings continuous education and live events into your office, reaching your entire team with the latest in LandOpt news

and information. Be sure to tune in regularly and see what’s new!

The following items were added to the LandOpt Channel in Q1:

Trainings: Transformation Training (2/12/13 - 2/15/13) Account Manager Boot Camp (3/5/13 - 3/7/13)

Webinars: March Madness Sales Webinar (3/8/13)

Webcasts: The LandOpt Identity Program (2/21/13) Presenting Your 2013 Plans to Your Team (1/3/13) Preparing Your Monthly Reports (1/17/13) Preparing for Spring (3/14/13) Wrapping Up Winter (3/28/13) In other news, be on the lookout for information regarding a Product Development webcast that we will be adding to this year’s schedule. Tentatively slated for June 13, this webcast will cover the LandOpt Audit Process, which focuses on evaluating each Network Contractor’s LandOpt product implementation, adherence to our branding and identity standards, and participation in trainings and events.

LandOpt Channel Update

mailto:dan.dipietro@landopt.com