The #1 Reason Salespeople Lose the Deal—And How to Fix It

When it comes to landing new clients in the landscaping, lawn care, and tree care industries, many salespeople focus heavily on perfecting their pitch, highlighting their services, and emphasizing pricing. While these are important components of any sales process, they often miss the real key to closing the deal—understanding the client’s true needs and fostering a relationship of trust.

One of the biggest mistakes salespeople make is thinking that the sale is about the product or service alone. However, the reality is that most deals are won or lost based on the connection you establish with your potential client. A great price or service offering can get you in the door, but it’s the relationship you build that will seal the deal.


Why Do Salespeople Lose Deals?

Salespeople often lose deals because they focus too much on the transactional side of selling rather than on building a relationship with the client. In industries like landscaping and lawn care, clients are not just looking for a quick service; they are seeking long-term partnerships with providers they can trust to maintain their properties year after year.

Here’s a common scenario: A salesperson goes into a meeting prepared with all the technical details about their service offerings. They highlight their expertise, show the client how their product works, and provide a competitive price. But in the end, the client chooses a competitor, and the salesperson is left wondering what went wrong.

The answer? The salesperson missed the emotional and relational aspect of the sale. Clients are more likely to work with someone they trust, who understands their unique needs and offers solutions that feel personalized. In other words, the salesperson lost the deal not because of the price or the quality of the service, but because they didn’t make the client feel heard, understood, or valued.


How to Fix This Common Sales Mistake

The good news is that this mistake can be fixed. By focusing on relationship-building strategies, you can greatly increase your chances of closing deals and earning long-term clients. Here are three key ways to shift your focus from the transaction to the relationship:

1. Listen More, Talk Less

One of the most effective ways to build trust with a potential client is to listen carefully to their needs. Too often, salespeople are so eager to make their pitch that they dominate the conversation. Instead of jumping straight into what you can offer, take the time to ask thoughtful questions and really listen to the answers.

For example, instead of leading with a long list of your services, ask, “What are your biggest challenges when it comes to maintaining your landscape?” or “What has your experience been like with previous lawn care providers?” This allows the client to share their pain points, giving you valuable insights into how you can tailor your solution to meet their specific needs.

2. Offer Tailored Solutions

Once you understand the client’s challenges and goals, it’s time to offer solutions that feel customized to their situation. This doesn’t mean creating a whole new service offering, but it does mean framing your services in a way that directly addresses their concerns.

For instance, if a potential client mentions that they’ve struggled with consistent lawn care during the busy season, you could highlight how your team’s scheduling system ensures timely, reliable service even during peak periods. The key is to make your solution feel like it was designed specifically for them.

3. Build Long-Term Relationships, Not Just Sales

One of the most critical elements of sales success in the green industry is demonstrating to clients that you’re not just after a quick sale—you’re looking to build a long-term partnership. Landscaping, lawn care, and tree care are services that clients will need year after year, so the potential for ongoing business is huge.

Take the time to show clients that you are committed to their success. This can be as simple as offering follow-up visits, providing helpful tips for maintaining their property between services, or regularly checking in to ensure they’re satisfied with your work.

4. Understand Their Business as Well as Yours

If you’re selling to a commercial property owner or a facilities manager, it’s critical to understand how their business operates. Every company has different priorities, whether it’s aesthetics, cost control, or environmental sustainability. When you understand the broader goals of your client’s business, you can present your services as solutions that help them meet their objectives, not just fix their landscaping problems.

This builds credibility and positions you as a trusted advisor, not just a vendor.

5. Consistent Follow-Up

One area where many salespeople fall short is in follow-up. Once you’ve had a great initial meeting or conversation, don’t assume the ball is in the client’s court. Following up consistently—without being pushy—shows your dedication and keeps you top of mind when they’re ready to make a decision.

It’s also a good time to provide additional value. Send them a case study of a similar client you’ve helped, share an article about trends in the landscaping industry, or simply check in to see if they have any new questions or concerns.


The Impact of Relationship-Driven Sales

When you adopt a relationship-driven approach to sales, you shift the focus from simply “making a sale” to becoming a trusted partner for your clients. This doesn’t just help you close the deal—it also leads to stronger client retention, more referrals, and higher overall satisfaction. Clients who feel understood and supported are much more likely to stay loyal to your business, even if a competitor offers a lower price.

Sales in the landscaping, lawn care, and tree care industries don’t have to be a one-time transaction. By investing in building relationships, you’ll not only close more deals but also secure long-term, profitable partnerships.

“People don’t care how much you know until they know how much you care.” – Theodore Roosevelt

Be Well, Do Good Work, and Keep In Touch.

Fred Haskett

To Learn More Contact Fred at TrueWinds Consulting

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