In the landscaping, tree care, and lawn care industries, we hear a lot about quality. But ask ten different people what quality means, and you’ll get ten different answers.
One manager says it’s about using the right fertilizer at the right time. Another points to perfectly straight mow lines. And a third says it’s about meeting the schedule and avoiding callbacks.
They’re not wrong. But here’s the real truth: your client gets the final vote.
You can perform a job to the highest technical standard, and still lose a client if their definition of quality isn’t met. And in today’s market, clients are not shy about switching providers if expectations are missed.
So what does quality look like in 2025? It’s a mix of two perspectives: what your company believes is best and what your client values most. And if those two don’t align, you’ve got a problem.
The Company’s Perspective on Quality
Let’s start by looking at what companies traditionally consider to be “quality work” in our industry. You’re likely to see these priorities:
Technical Excellence
→ Proper mowing height, pest control, fertilization timing
→ The right materials applied in the correct way
→ Trained staff, sharp blades, calibrated equipment
Efficiency and Productivity
→ Getting the job done quickly without cutting corners
→ Using labor, time, and materials efficiently
→ Meeting deadlines, minimizing waste
Consistency
→ Every job meets the same internal standards
→ Crews deliver the same experience at every property
Compliance and Safety
→ Following state and local regulations
→ Using approved products and safe practices
Professionalism and Reputation
→ Branded vehicles and uniforms
→ Clear documentation and communication
→ Good online reviews and minimal callbacks
If your company excels in these areas, you might feel confident that your quality is top notch. But remember, this is only half the story.
The Client’s Perspective on Quality
Now let’s shift to the client’s point of view.
Clients rarely care about how sharp your mower blades are or whether your invoice was perfectly itemized. They care about how the property looks, how easy you are to work with, and whether you’re delivering what you promised.
Here’s how many clients define quality:
Visual Appeal
→ The lawn looks better than the neighbors’
→ The shrubs are neat and healthy
→ The beds are clean, edged, and weed-free
Reliability and Trust
→ You show up on time
→ They don’t have to follow up or remind you of things
→ Problems are addressed quickly and professionally
Value for the Money
→ They feel the service justifies the cost
→ They notice and appreciate the small touches
Peace of Mind
→ They can count on your team
→ No surprises, no excuses, no drama
Personal Attention
→ You know their preferences and act on them
→ You listen and follow through
To sum it up, your clients judge your quality based on the results they see and the experience they have—not just the work you perform behind the scenes.
Why the Gap Exists (And How to Close It)
There’s often a gap between how companies define quality and what customers value. It’s not intentional. But it happens when companies focus too much on internal standards and not enough on feedback from the field.
Here are some ways to close that gap:
1. Ask, Don’t Assume
Don’t wait for a complaint. Ask your clients, “How are we doing?” and “Is there anything we could improve?” The answers might surprise you. Sometimes the biggest win comes from something small, like blowing off a patio more thoroughly or switching their service day.
2. Define Quality From the Ground Up
Quality starts with leadership. But it lives at the front line. Train your crews to understand what matters most to clients. Give specific instructions like “Edge this bed weekly” or “Keep this shrub trimmed below the window line.” When your team knows what’s important, they’re more likely to deliver on it.
3. Standardize Without Losing Flexibility
Consistency is essential. But so is customization. Build systems that allow for both. Your crews should follow the same process on every job, but with room to accommodate client-specific preferences.
4. Communicate the “Why”
Help your team understand why certain things matter to the client. For example, a homeowner may want mowing done before 10 a.m. so it doesn’t interfere with a nap schedule. Once your crew knows the reason, it’s easier for them to follow through.
5. Improve Continuously
Quality isn’t something you achieve once and move on from. It’s a moving target. Clients’ needs evolve. Expectations shift. Your competitors are improving. The only way to stay ahead is to keep improving too.
Quality Happens Every Day
True quality doesn’t happen at the final inspection. It happens during the work. It’s in how your crew communicates with the client, how clean the jobsite is when they leave, how carefully they treat the client’s property.
It’s in the little things. Over time, those little things build loyalty, referrals, and lasting customer relationships.
Be well, do good work, and keep in touch.
Fred Haskett
TrueWinds Consulting