The Growing Concern May 2021

Growing Concern

The

MAY 2 0 2 1

A P U B L I C AT I O N O F T H E O H I O L A N D S C A P E A S S O C I AT I O N

OLA Scholarship Golf Classic

August 5, 2021 / Mallard Creek Golf Club (Columbia Station, Ohio) / PAGES 16-17

OLA Annual Snow & Ice Management Clinic July 22, 2021 /St. Michael’s Woodside (Broadview Heights, Ohio) / PAGES 32-33

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PR ES I DEN T’S COLUM N

JAMES FUNAI, PhD. Cuyahoga Community College

BE THEIR GUEST Shelley and I live in a house built in 1947. In the 11 years we have lived here, we have dramatically renovated almost every square foot including milling and building our own cherry cabinets and doors for a kitchen gut job. Until this year, we had only hired one contractor – for window replacement – as we prefer to do the work ourselves. This year, we decided to blow the roof off of our bungalow’s second story. To expedite the process, we hired a contractor to do the framing and replace the roof. We will handle the rest.

WHY DO I SHARE THIS? This experience – as the client – serves as a series of very valuable lessons to me, someone who has always been the contractor.

Yes, while these days I am a teacher, for 15 years prior I worked most of the time for landscape contractors, filling every role from rookie laborer to designer/sales/project manager.

LESSON 1: AS CONTRACTORS, WE ARE GUESTS. It is very easy to forget that our work is carried out on someone else’s property. This is especially true on residential properties. We need to keep in mind that people are emotionally tied to their homes, and as such, everyone on a

job site should treat that property with respect and behave as though the client is always present.

This includes smoking on the jobsite. There’s a good chance that your clients, their children, and their friends and neighbors are not smokers. There’s an even better chance that they don’t appreciate wafts of smoke puffing across their property, or through their open windows. This certainly happened to us with our roofing subcontractor, who couldn’t seem to remove a cigarette from his mouth long enough to speak to us, much less refrain from littering our property with cigarette butts. continued on page 6 The Growing Concern | May 2021 | 3

TAB LE OF CON TEN TS M AY 2 0 2 1 WWW. OH I OLA N D SCA P E R S. OR G OH I O’ S P R OF E SSI ON A L G REEN I N D U ST R Y A SSOCI AT I O N OHIO LANDSCAPE ASSOCIATION 9240 Broadview Road Broadview Heights, Ohio 44147 Phone: 440.717.0002, or 1.800.335.6521 Fax: 440.717.0004 Web: www.ohiolandscapers.org and www.myohiolandscape.com DESIGNER / EDITOR Rick Doll, Jr. REGULAR WRITERS Michael J. Donnellan, King Financial, Inc. Dr. Jim Funai, PhD., Cuyahoga Community College Shelley Funai, Stan Hywet Hall and Gardens Sandy Munley, Ohio Landscape Association Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb COVER: 2020 Landscape Ohio! Awards submission, courtesy of M.J. Design Associates.

FEATURES

3 8 12 18 22 26 34 34 35

PRESIDENT’S COLUMN

Be Their Guest

PERENNIAL FOCUS

Carex ‘Feather Falls’

FISCAL FITNESS

Saving for College

FOR SAFETY SAKE

Selling Safety: How the Right Landscaping Plan Keeps Commercial Tenants and Visitors Safe

PLANT OF THE MONTH

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FEATURE ARTICLE

ADVERTISING INFORMATION Submission deadline: 10th of the month, prior to the month of publication. For advertising rates and ad specs, please call 440.717.0002, 1.800.335.6521, or email Rick Doll Jr. at rick@ohiolandscapers.org.

DISCLAIMER The Ohio Landscape Association, its board of directors, staff and the editor of The Growing Concern neither endorse any product(s) or attests to the validity of any statements made about products mentioned in this, past or subsequent issues of this publication. Similarly, the opinions expressed in The Growing Concern are those of the authors and do not necessarily represent the views of the Ohio Landscape Association.

OFFICERS President James Funai, PhD.

OLA STAFF Executive Director Sandy Munley

President – Elect Brian Maurer, LIC

Communications & Events Manager Rick Doll, Jr.

Treasurer Stephanie Gray, LIC

When & How to Raise Prices for Landscaping & Lawn Care Services

Immediate Past President Domenic Lauria

DIRECTIONS

DIRECTORS Brandon Barker Keith Clapper Ryan Drake Cameron Maneri Rob Morel Jeff Rupp

WELCOME NEW MEMBERS ADVERTISING INDEX

4 | Official Publication of The Ohio Landscape Association

C AL ENDAR OF EVENTS U P CO M I N G O L A MEETINGS , EDUC ATION SE MI N A R S, A ND O TH ER GREEN INDUS TR Y EVE N T S

JUNE JUNE 24, 2021 OLA LANDSCAPE OHIO! AWARDS GALA This year’s Landscape Ohio! Awards Gala has been rescheduled from our normal March date to June 24th, in effort to conform with current Covid-19 social distancing guidelines. Until further notice, this event will be limited to those companies – and their employees – who entered the program, along with sponsors of the event. If this changes, we will notify all of our members, as soon as possible.

Note: Winners will be featured in The Growing Concern and posted on our website in July.

JULY JULY 8, 2021 (N.E. OHIO) – TENTATIVE JULY 27, 2021 (CENTRAL OHIO) – TENTATIVE OLA PLANT I.D. CLINIC These clinics are a hands-on training opportunity for you and your crews, covering the basics of Plant ID for plants typically used in Ohio. Many of the plants that will be covered are on the plant list for the Landscape Industry Certified Technician’s Test. Sponsored & hosted by Davis Tree Farm & Nursery (NEO) and Premier Plant Solutions (Central Ohio).

Note: Due to social distancing guidelines, space will be limited.

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JULY 22, 2021 OLA ANNUAL SNOW & ICE MANAGEMENT CLINIC The OLA is happy to announce the return of our Annual Snow & Ice Management Clinic. Whether you’re an owner, operations manager, dispatcher, or anyone in between, this is a can’t miss event for any company focused on improving how they handle the “white side” of their business. This year’s event will focus on Chemical & Salt Applications, as well as Site Engineering & Planning. Call the OLA at 800-335-6521 for available booth/sponsorship opportunities.

See pages 32-33 for more details. Register at Ohiolandscapers.org.

AUGUST AUGUST 5, 2021 OLA SCHOLARSHIP GOLF CLASSIC Join us at Mallard Creek Golf Club for the OLA Scholarship Golf Classic! Our golf outing was created to help generate funding for our scholarship program, targeting qualified students interested in a vocation within the green profession. Call the OLA at 800-3356521 for available sponsorship opportunities.

See pages 16-17 for more details. Register at Ohiolandscapers.org.

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PR ES I DEN T’S COLUM N continued from page 3

It no longer matters to us what kind of ‘quality’ work they performed. They could be the greatest roofers on the planet, yet now we’re livid with them. Throwing ANYTHING on someone else’s property, let alone a cigarette butt, is the ultimate sign of disrespect. They basically communicated to us that they have no regard for us as a client, or as people, which simply translated into, “They don’t care about the work they do.”

LESSON 2: THE CLIENT CAN SEE IT FROM THEIR HOUSE. We’re all familiar with the running joke, “Can’t see it from my house,” and I know how easy it can be to let something not quite perfect go, and move on. However, the client CAN see it, and they will keep seeing it, because their attention becomes fixated on it. The main crew leader for our job was such a great person, with great communication skills. When a major part of the task was complete, he would ask us if we were happy with it and asked if we had any questions. When we did, he explained why he did what he did and helped us understand. It was great. I would pay extra to have them come back if we needed more work.

The roofing sub, however, did not have any communication skills. There were over a dozen items on our punch list of below standard work that could have easily been fixed while they were on-site. Instead, they just ran away at the end of each day. Eventually, they had to come back on a Saturday to repair these items, which included spending two hours picking up cigarette butts and nails out of the yard. In the end, their lack of care cost them a lot of money in going back to the jobsite.

I tallied about eight-plus hours of unbillable labor.

LESSON 3: YOU ARE BUSY – SO WHAT? Communication with a client is so vital to keeping them your client for life. Project managers need to take the time to update each client on a regular basis. If you’re working a construction project, this is a minimum of once a day. Project managers should take the time to touch base with the client at the end of the day to update what progress was made and discuss the next steps. Homeowners are spending a lot of money and this communication helps them feel confident in their investment in you. I can’t tell you how frustrating it was to have a crew show up out of nowhere one day, then go MIA for several days, and then randomly show up again, with literally no communication from the project lead.

6 | Official Publication of The Ohio Landscape Association

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PEREN N I AL FOCUS

BOBBIE SCHWARTZ, FAPLD Bobbie’s Green Thumb Carex ‘Feather Falls,’ closeup.

CAREX ‘FEATHER FALLS’ For years, I’ve been a fan of Carex ‘Ice Dance’. It’s an extremely versatile sedge, happiest in part shade and dry to moist soil but also tolerant of sun, although it tends to scorch during the winter.

Two years ago, however, at a PPA conference, I met Steve Lendvay, one of the salesmen from Pacific Plug and Liner. I was interested in some of the plants they grow, among them Carex ‘Feather Falls’. I indicated that I had been using ‘Ice Dance’ but he insisted that ‘Feather Falls’ was an improvement. To prove his point, he sent me a flat of plugs and I proceeded to sprinkle them throughout my gardens.

8 | Official Publication of The Ohio Landscape Association

Having watched them develop over time, I can now say that Steve was in fact correct. Although deer and rabbits supposedly don’t eat sedges, I must mention that ‘someone’ ate my ‘Ice Dance’ this winter. Perhaps I should thank the unknown animal, because it saved me the time and trouble of pruning back the browned portions of the leaves. continued on page 10

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The foliage of Carex ‘Feather Falls’ looks great on an irrigated, south-facing slope in the middle of August.

continued from page 8 ‘Feather Falls’, on the other hand, has now come through two winters unscathed by chomping deer and other animals. It still looked great, until around early March, when we experienced our April Fools Day snow. Now, while it looks a little bleached out, the new leaves look unaffected and will eventually grow in to cover over the old ones. The variegated foliage is slightly thinner, whiter, and a bit more graceful than that of ‘Ice Dance’.

It looks exceptional in small groupings.

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Many sedges require part shade to look their best. That being said, ‘Feather Falls’ doesn’t seem to mind the sun at all as long as it is irrigated.

I highly recommend giving is a try.

Bobbie Schwartz, FAPLD, owner of Bobbie’s Green Thumb in Shaker Hts., Ohio, is a landscape designer, consultant, freelance writer, and lecturer whose specialties are perennial gardens and four season landscapes. In addition to being an Ohio Landscape Association (OLA) member, she is an active member of the Ohio Nursery and Landscape Association (ONLA) and Perennial Plant Association (PPA). Bobbie is a Past President of the Association of Professional Landscape Designers (APLD).

10 | Official Publication of The Ohio Landscape Association

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F I SCAL FI TN ESS

MICHAEL J. DONNELLAN M3 Wealth Management

SAVING FOR COLLEGE With mortgages to pay and clothes to buy, many families have difficulty finding the extra money to save for college. In addition, the markets have not helped the people who have been saving over the last decade. A time crunch has been an equally important deterrent against creating a college-savings program. The vast array of college-savings vehicles (529s, Coverdell Education Savings Accounts, UTMA/UGMAs) seems hopelessly complex.

Nevertheless, avoiding the issue won’t make it go away, and the sooner you tackle it, the better off you are. Plus, there are a number of college-savings solutions out there that you might not have considered.

Step 1: Resist the urge to stand still.

Thanks to compounding, a dollar saved today is usually much more valuable than a dollar saved 10 years from now.

And even if you manage to save only a small amount between now and the time your child is ready for college, he or she is going to have to borrow that much less for tuition. The key is taking that first step.

Step 2: Don’t play catch-up chasing overly risky investments.

Instead of sitting still, some parents who fear that they won’t be able to afford skyrocketing college costs might be tempted

12 | Official Publication of The Ohio Landscape Association

to do the opposite: swing for the fences in the hope of hitting it big. But as anyone who bought an Internet stock in the late 1990s or an emerging-markets fund in early 2008 will tell you, investments that have posted big past returns often carry extreme risks.

Thus, the best way to save for college isn’t to concentrate in a single risky stock or sector but instead to build a welldiversified portfolio with a stock/bond mix that suits your child’s time horizon. Bear in mind that if your child’s college years are drawing near, you’ll want to be taking fewer risks with any money you have earmarked for college, not more.

While savings for children under 10 might be feasible in stock funds, storing more and more of your child’s college savings in cash and bonds as they make their way through continued on page 14 high school is sensible.

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F ISCAL FI TN ESS

continued from page 12 True, bonds and cash don’t have the same return potential as stocks do. But if you’re afraid that your college savings will come up short when it comes time to matriculate, your best option is to plan to save more, or plan to rely on loans and financial aid, rather than venturing into inappropriately risky investments.

Step 4: Accentuate the positive.

Even if you haven’t established a dedicated college-savings fund, you have other options at your disposal. Parents might also consider tapping their own Roth IRAs to pay for college, for example.

Step 3: Consider a 529 plan.

529 college-savings plans have their downsides, which can include higher expenses and limited investment choices. But given that 529s permit extremely generous contributions and offer some tax benefits to boot, these programs can be ideal for late-start college savers who need to sock away as much as possible in a short period of time. The key is to choose carefully.

Regardless of your savings vehicle of choice, meet the collegesavings challenge head-on. Addressing the issue sooner rather than later will likely save you lots of headaches down the road.

Although Prepaid-Tuition Programs essentially allow you to lock in today’s tuition rates, such plans can be somewhat inflexible.

You may also be able to earn a higher rate of return by investing on your own.

In contrast to the prepaid programs, money invested in Section 529 college-savings plans can be used at any college in the US. There are no earnings restrictions on who can contribute to a 529 plan. Contributions to a 529 plan can grow free of federal taxes, you can take tax-free withdrawals to pay for college expenses, and you may also enjoy a state-tax break. Finally, the 529 assets are held in the parents’ name, meaning that these assets receive more favorable treatment than the child’s assets, such as UTMA/ UGMA accounts, in financial-aid calculations.

Scenarios illustrated are hypothetical in nature, results may vary.

Investing is subject to risk which may involve loss of principal. Past performance is not indicative of future results.

14 | Official Publication of The Ohio Landscape Association

Saving for college involves a couple different strategies. You have to diversify, assess your risk and rebalance on a regular basis. Talk to your financial professional to help with your specific needs.

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21st Annual OLA Scholarship Golf Classic 2021 OLA SCHOLARSHIP GOLF CLASSIC / REGISTRATION CLOSES 07/22/2021

(Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147)

Firm _______________________________________________________ Contact ____________________________________________ Address ______________________________________________________________________________________________________ City ________________________________________________________________________ State ___________ Zip _______________ Phone (______)____________________ Fax (______)____________________ Email ___________________________________________

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Thank You

TO OUR MAJOR AND CONTEST SPONSORS Sponsorship Opportunities We are excited to be holding our 21st annual golf outing at Mallard Creek Golf Club on August 5, 2021. But, we need your help to make it a success! This event helps to generate funding for our scholarship program, targeting qualified students interested in a vocation within the green industry. Call us to find out more about sponsorship features and benefits.

Tee Sponsorships

(Your company name will appear on a sign at your designated tee)

Door Prize(s) Please Specify: Item(s) will be:  shipped to OLA

$100

 dropped off at OLA

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The OLA allows right of first refusal to those companies who sponsored the previous year’s event. We are currently contacting last year’s event sponsors concerning the 2021 event. Once their involvement has been confirmed, we will post an up-to-date list of available sponsorship opportunities in the June issue of The Growing Concern, and online at Ohiolandscapers.org/golfouting. For more info, you can also call the OLA office at 440.717.0002.

CONTACT INFORMATION Name Company Address City State

Zip Code

Phone Email Address

Payment Information

 Check No. (Enclosed)

Charge to my:

Acct. No. Name on Card

Exp. Date

 MasterCard  Visa  AMEX  Discover Security Code

Signature

Billing Address + Zipcode for Card

OLA SCHOLARSHIP GOLF CLASSIC Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147 Register online, by mail, by phone, or by fax: Phone 440-717-0002 or 1-800-335-6521 • Fax 440-717-0004 • www.ohiolandscapers.org

F OR SAFETY SAK E

Photo courtesy of Cutting Edge Landscape Development.

SELLING SAFETY HOW THE RIGHT LANDSCAPING PLAN KEEPS COMMERCIAL TENANTS AND VISITORS SAFE

More often than not, landscaping is thought of in terms of beauty and aesthetics. A well-maintained landscape is a beautiful landscape. While there’s no question that’s true, did you know that a well-maintained landscape is also a safer landscape? A property that is well cared for is going to pose less risk to your client’s visitors and tenants.

As a company that services commercial properties, safety is something that should be constantly on your mind – for both your employees and your customers. Furthermore, finding ways to minimize risks can actually help you sell more jobs.

Here are a few key ways in which proper landscaping can do just that.

tenants and visitors. Water rushing across their hardscapes, or flooding their parking lot is, at the minimum, a nuisance. But it can also be dangerous. In the short term, it can cause people to slip and fall. In the long term, it can damage their building’s foundation, erode exterior hardscaping, or even cause mold and mildew to grow.

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continued on page 20

18 | Official Publication of The Ohio Landscape Association

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continued from page 18 One such solution is a rain garden. This is a unique solution for addressing stormwater runoff which is gaining popularity.

A rain garden is a collection of native shrubs, perennials, and flowers which are installed in a depressed area of the landscape. This helps collect, hold, and “soak in” rainwater runoff from hardscapes.

PROPER TREE CARE Trees offer a lot of value to any commercial property – but they can also pose a tremendous amount of risk if they’re not properly maintained. Branches that are not thoroughly trimmed back from walkways can scrape passersby or obstruct security cameras or lighting. Even worse, dead or dying limbs can pose a risk of falling which can be dangerous (and cause for a potential lawsuit) for anyone walking, or driving on your client’s property.

Fortunately, proper tree care can prevent these problems from becoming an issue and give you the ability to offer more services.

For instance, pruning will ensure that branches which are dead, diseased, dying, or damaged are removed so that they don’t pose a fall risk. In addition, any branches that could potentially snag a pedestrian can also be trimmed back. It might sound like a minor deal, but “eye pokes” are actually one of the top landscape injuries to occur to visitors of commercial properties!

20 | Official Publication of The Ohio Landscape Association

A landscape company that performs general maintenance services, who is cognizant of branches that pose threats, can help prevent this risk.

Similarly, pruning should also take care of any tree branches that have obstructed lights or security cameras so that these features can function properly. Removing excess growth can also improve sightlines and visibility, making it a lot safer for folks to be walking around your client’s property at any time of day or night.

SAFE WALKWAYS AND OTHER HARDSCAPING If your clients have any hardscaped areas around their property which were not installed correctly, or are beginning to malfunction, then they may not only create an eyesore but pose a risk as well. For instance, concrete walkways or patios that are cracking can create trip and fall hazards to their tenants and visitors. Even pavers that were installed improperly and are now lifting up can pose risks.

If your client has hardscaping problems like this, you may want to consider bringing it to their attention and suggest the replacement of such portions – or even the entire structure.

Properly installed pavers are a much better choice in terms of

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THOROUGH SNOW AND ICE MANAGEMENT Finally, while it’s not the season, we would be remiss in not mentioning the importance of snow and ice management in terms of property safety. Slip and fall accidents are a huge liability and avoiding them makes it imperative that the snow and ice on your client’s commercial property is being properly addressed.

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Safety is probably at the forefront of your mind when it comes to your employees. It should be one of your main concerns for your clients, as well. You want to be the company that truly understands just how important it is that your client’s property is being well-managed and safe, not the company that not only fails to understand the value of creating a safe environment, but isn’t the one helping them attain it.

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VISIT WWW.OLIGERSEED.COM The Growing Concern | May 2021 | 21

PL ANT OF TH E M ON TH

JIM FUNAI, Ph.D

Cuyahoga Community College Neviusia alabamensis, commonly referred to as Alabama Snow-wreath.

SHELLEY FUNAI, LIC Stan Hywet Hall and Gardens

NEVIUSIA ALABAMENSIS ALABAMA SNOW-WREATH

We thought we would have this month’s article synced perfectly with the timing of this shrub’s blooming period, yet as we write, blooms are trending a solid two to three weeks early this spring. That said, take a moment to tune out of your regularly scheduled spring chaos to consider this month’s Hendricks Experience Plant of the Month, Neviusia alabamensis, the Alabama snow-wreath.

Most of you have likely never heard of this flowering shrub – a member of the very popular Rosaceae family – as it is now quite rare to find, even in its native range of Northern Alabama, Mississippi, Arkansas, Georgia and up to southern Missouri.

Fossil records indicate this plant actually had a much broader distribution, but habitat destruction and development caused it to go extinct in much of its historic range.

In researching this plant for our purposes, Bill was quick to mention the obvious – that many contractors will think it seems pretty unlikely that a plant with Alabama in the name could possibly be cold-hardy to zone 5. Fear not. We have great evidence to support that it will be right at home, here

22 | Official Publication of The Ohio Landscape Association

in Ohio, including one specific instance we know of that, for many years, could be found thriving in the Children’s Garden at the Cleveland Botanical Garden, even after a harsh winter.

Horticulture is actually pretty well acquainted with this flowering shrub. It was named by Dr. Asa Gray, after receiving samples from Reverend Dr. Reuben Denton Nevius, in 1857. Before the Civil War broke out in the states, samples had been sent to Kew Botanical Gardens and other major plant collectors from across Europe. This novel member of the Rose family captured all of the plant nerd’s attention at the time, yet – despite this popularity – it has more recently continued on page 24 become all but forgotten.

The Growing Concern |

April 2021 | 23

PL ANT OF TH E M ON TH

continued from page 22 Neviusia alabamensis does not seem to be too picky about its location in the garden, so long as you protect it from excessively dry soils. Great drainage seems to be the key to a full colony, as it was not uncommon for Dr. Nevius to find these growing on the rocky embankments of the Black Warrior River of N.E. Alabama. It is a suckering/colony forming shrub, reaching into the 6 foot tall range, with many stems coming from the ground, just like a close cousin from Asia, Kerria japonica.

We think the bark of the stems is reminiscent of another cousin, Nine Bark (Physocarpos opulifolius), with long reddishbrown strips peeling down the stems and a tan background setting them off. Leaves are alternate, simple, and oblong, reaching up to 3.5 inches long. With an acute apex and double serrate margin, they have the look of a shorter/wider Kerria leaf. While fall color is not mind blowing, they will provide a clean yellow accent for a short period of time.

Fruits are a dried-up achene of zero importance. The fruit is neither abundant, nor showy. The plants appear to be somewhat self-fertile, as solitary shrubs will form some seeds,

24 | Official Publication of The Ohio Landscape Association

but groupings will in-fact produce more. Again, fruit is of little importance, as it does not reseed well. Primary spread of the species is through root suckering into a larger colony.

The name “snow-wreath” comes from the spring blooms mentioned earlier. They are perfect (male and female parts present) but are apetalous (have no flower petals). Instead of being showy with petals, there are many male stamens exploding from the center of the flower, like mini fireworks.

There is no noticeable scent to theses flowers, but in mass, the creamy-white flowers have a very feathery, soft texture to them, providing a rather unique experience in the garden.

There are no reports of serious disease or insect issues with this plant, making it ideal for a lower maintenance garden.

In fact, the only real maintenance would be periodic cutback (coppice pruning), just after flowering (during your summer round of pruning). This coppice pruning will help rejuvenate the plant, much like Spirea and the like. Conversely, you could put it on the three-year pruning plan, taking a third of the oldest canes out each year, to help keep it rejuvenated – much like you should be doing with your Red Twig Dogwood

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species. If you would like more information on pruning, check out the next round of dormant pruning clinics offered by the OLA this fall/winter.

We do not expect this to be the next big hit, unless the white colored pot people find it and give it a cute cultivar name.

However, there is a place in the garden for this beautiful arching/colonizing shrub. It supports all kinds of pollinators with its abundant blooms, and we know it has a much higher heat tolerance, making it suitable for the more urban landscapes. This is a great plant for slopes and large screen plantings to mix things up. Its ability to thrive in full sun, into a decent amount of shade, add to the versatility of this beautiful yet understated native shrub.

Jim Funai, PhD. is full-time faculty at Cuyahoga Community College, a NALP accredited associate of applied science in hoticulture degree program. He has a PhD in Landscape Engineering and Forestry and is a Licensed Arborist. Shelley Funai is Grounds Manager at Stan Hywett Hall and Gardens in Akron, Ohio, which offers a historic estate designed by Warren H. Manning and a beautiful manor house museum. She is Landscape Industry Certified in Ornamental Plant Care.

The Growing Concern | May 2021 | 25

F EATURE ARTI CLE

WHEN & HOW TO RAISE PRICES

FOR LANDSCAPING & LAWN CARE SERVICES If you scour the interwebs searching for information on how best to raise your prices you’ll find plenty already written. As usual, my take isn’t always in lockstep with other experts and commentators in the lawn and landscape industry so hopefully I’ll open your mind to some other ways to think about your pricing.

FEARS & MISPERCEPTIONS RELATED TO PRICING

WHY (AND WHEN) TO RAISE PRICES

Whether or not to raise prices can be an ongoing – and quite frankly – agonizing decision. What will your customers think?

Well, I’m here to tell you... They won’t think much of it! That is, if you handle it properly.

Winning at business is a game of margins, never a game of volume. The fastest way to increase your profit margins is to raise your prices.

Price is more important in the mind of the seller than it is in the mind of the buyer. To put this in perspective. Consider the fact your customers – just like you – are making buying decisions every single day. Whether that’s buying a cup of coffee or lawn fertilization. Most consumers are not price shoppers who will agonize over a price increase.

Price is almost never the primary reason why anybody buys anything, or the primary reason why your customers will leave you. A delivery problem (i.e. bad service) is virtually always the trigger event that causes loss of a sale to an existing customer. Not price.

Are you currently losing money? Raise your prices in order to break even. Are you only breaking even? Raise your prices to become profitable. Are you marginally profitable, like most lawn and landscape companies? Then raise your prices and achieve the profits only seen by a very small minority of companies in our industry.

You should be raising your prices consistently, year over year, or at least every couple of years. Otherwise, your customers get comfortable and feel entitled to the rates they’ve been paying for the past several years. This is when you get blow back: “After five years you just now realized you haven’t been making any money on us so you need to raise your prices?!?!” continued on page 28

26 | Official Publication of The Ohio Landscape Association

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F EATURE ARTI CLE continued from page 26 You don’t want to deal with that. Be pragmatic and purposeful when it comes to raising your prices.

perceived as the expert then you must charge a premium fee.

Otherwise, it’s just talk and you discredit yourself.

There are other ideal times you may consider raising your prices, such as...

WHEN RAISING PRICES MAY NOT WORK

1. When there is an increase in demand for your services and production can’t keep up.

I’ve seen too many companies in our industry who – as they reach their production capacity and fill their calendar – race to hire, hire, and hire more people to meet the demand (while, of course, complaining that they can’t find good people).

Instead of hiring as your default you should be raising your prices until you hit resistance and demand for your services peaks. It’s depressing for me to see company owners who are busy as hell working 60 hour weeks yet haven’t raised their prices in a decade.

2. When you have higher than average closing rates.

If you’re closing 80% of your lawn fertilization proposals don’t slap yourself on the back thinking you’re the greatest lawn care salesperson on the planet. Instead, raise your prices. Remember, again, it’s all about margins, not volume.

3. When you need to thin the herd.

Hey, let’s be honest, there are some customers you do not enjoy working with anymore. Many times this is because you’re not making a profit on them. So raise your prices. This will either be the push they need to leave or you’ll finally start making a little money on them (and probably be happier).

4. To reflect your perceived expertise and create exclusivity.

Experts and specialists are expected to charge a premium. I see many companies who claim to be experts of some sort or claim to have specialization in some service, yet their pricing mirrors that of their competitors. If you want to be

Not to rain on anyone’s parade but raising prices will be more difficult for some of you compared to others.

If your customers see you as undifferentiated and interchangeable (i.e. Just Another Landscaper) it will be a struggle to raise prices on a regular basis. It’s too easy for the customer to justify shopping around for a better price when they view you in this light.

The more you are viewed as a commodity (i.e. mowing lawns) the greater resistance you will face as you raise prices. In contrast, the more you are viewed as an expert (i.e. registered landscape architect) the less resistance you will face. That’s just the reality of the marketplace.

HOW TO RAISE PRICES It’s hard to raise prices for existing clients but it is not impossible. Customers often expect price increases. Your success depends on how you frame it when addressing it.

You’ll read a lot of articles online recommending you thoroughly explain your price increase to your customers in the name of transparency. I wouldn’t. What makes you think your customers want to hear your justification for charging them more? They are smart enough to know that you want to make more money. No explanation needed. Really. Your customers and clients don’t want to hear about how “your costs have gone up.” It’s not their problem.

All this being said, you do need to communicate your price increase properly. Here are some best practices for doing just that: 1. Take your time implementing the transition.

Roll it out slowly over several months if you can, starting with a small group of customers who can provide valuable continued on page 30

28 | Official Publication of The Ohio Landscape Association

F EATURE ARTI CLE

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F EATURE ARTI CLE

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continued from page 28 feedback. This is a great way to measure resistance before rolling out an increase to your entire customer base.

2. Honor existing contracts and give plenty of notice.

Don’t “surprise” your customers with a sudden increase in their service price. This is when you piss them off. It comes across as arbitrary and poorly executed.

For example, if I were a lawn care operator and wanted to roll out a price increase, I would use language similar to this: “I want to let you know that new customers are paying $90/ month for service, but you’re locked in at $80/month for the next three months, Mrs. Homeowner.”

You may think by doing so, you are giving them three months to shop around for a cheaper lawn service. You aren’t unless you’ve been providing horrendous service and now they can use this price increase as an excuse to leave you.

pay option? Can you add more value or benefits to the customer without adding direct costs? Can you bundle Mrs. Homeowner’s current service with other services she likely needs, like overseeding or aeration? She’ll be paying even more but this package deal of services may be more appealing to her. You can also combine all of these approaches!

The point is to be prepared and look like you know what the heck you’re doing when you tell your customer they are about to start paying more for your services. Being up front with them and timing it properly should keep them on board.

Raising prices regularly is a part of operating a successful, profitable business. Don’t anguish over it. Remember, your customers aren’t with you because of price. And, if you roll out an increase properly, you’re not going to lose them over it.

This article was written by Chris Heiler, Founder & CEO of Landscape Leadership.

As a sales and marketing agency, Landscape Leadership offers an extensive scope

3. Be prepared with other options.

To soften the blow, have an offer in your back pocket. Can you offer Mrs. Homeowner from the example above a pre-

30 | Official Publication of The Ohio Landscape Association

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SN OW & ICE M A NAG E M E N T

SP O N S O R S HI P EVENT SPONSORSHIP AG-PRO COMPANIES INFORMATION

SPONSORSHIP/EXHIBIT OPPORTUNITIES

TO REGISTER BAKER VEHICLE SYSTEMS

It’s Back! The OLA is happy to announce the return of our Annual Snow & Ice Management Clinic!

Our Snow & Ice Management Clinic is a can’t miss event for anyone in, or thinking about being in the snow and ice business. Designed for both business owners and employees, the clinic will include group discussions and great information from snow and ice industry experts.

BOTSON INSURANCE GROUP 440.717.0002

SPONSORSHIP/EXHIBIT INFORMATION

CALL THE OLA OFFICE

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Sponsorship/Exhibit opportunities are available to ALL Green Industry suppliers, including non snow and ice related businesses. All Sponsorship/Exhibit opportunities include:

• • • • • •

Your choice of exhibit size. (Subject to availability. See below for more details.)

Your company name displayed on signage at the event.

Your company logo, linked to your company’s website, on all email communications promoting the event.

Your company logo, linked to your company’s website, on the Snow & Ice Clinic landing page of our industry website.

Your company will be recognized at the event and will have the opportunity to pass out marketing materials to attendees.

A complimentary copy of the event attendee list, including attendee’s company name, contact person, mailing address & phone number.

BOOTH/EXHIBIT SIZES

Booths will be sold on a first-come, first serve basis, once last year’s sponsors have had the opportunity to renew. Exhibitors may set up their booths beginning July 22 at 7:00am and have until 8:15am to complete set-up. All exhibit spaces will be located outdoors on pavement and should be interactive for attendees. Booths will need to be vacated by 2:00pm.

OPTION #1 10 x 10 BOOTH OLA Member - $400 Non Member - $600

OPTION #2 20 x 30 BOOTH (NEW THIS YEAR!) OLA Member - $500 Non Member - $700

OPTION #3 30x40 or 20x60 BOOTH OLA Member - $600 Non Member - $800

Includes: • 10 x 10 Exhibit Space • 2 Exhibitor passes • Breakfast and Lunch

Includes: • 20 x 30 Exhibit Space • 3 Exhibitor passes • Breakfast and Lunch

Includes: • 30 x 40 or 20 x 60 Exhibit Space • 3 Exhibitor passes • Breakfast and Lunch

PLEASE NOTE: 10 x 10 booths are for TABLETOP DISPLAYS ONLY. Absolutely no equipment will be permited in a 10 x 10 booth. 20 x 60 booths will be created by combining (2) 20 x 30 booths. The same can be done for extra 30 x 40 booths.

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SNOW & ICE MANAGEMENT CLINIC Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147 Register online, by mail, by phone, or by fax: Phone 440-717-0002 or 1-800-335-6521 • Fax 440-717-0004 • www.ohiolandscapers.org

SN OW & IC E M A NAG E M E NT

R EG IS T R ATI O N SNOW BUSINESS SUCCESS

EVENT INFORMATION JULY 22, 2021 The OLA is happy to announce the return of our Annual Snow & Ice Management Clinic. Whether 8:30 AM - 3:00 PM you’re an owner, operations manager, dispatcher, or anyone in between, this is a can’t miss event for any company focused on improving how they handle the “white side” of their business. This year’s focus will be on Chemical & Salt Applications and Site Engineering & Planning.

PRESENTERS Diana Clonch / DW Clonch, LLC

LOCATION ST. MICHAEL’S WOODSIDE 5025 EAST MILL ROAD BROADVIEW HEIGHTS, OH 44147 AGENDA 8:30AM - 9:00AM REGISTRATION / BREAKFAST

With over 30 years of industry experience, Diana Clonch works with local and national groups to promote the advancement and application of best practices and innovative technology within operations as they apply to snow & ice control.

She will be covering the science behind snow and ice chemicals, how deicers work, and perhaps more importantly - how and when they don’t work.

9:00AM - 3:50PM CLINIC / LUNCH

Phill Sexton / WIT Advisors (A Division of WIT Companies, LLC)

COST MEMBERS BEFORE 07/08/21 - $89 AFTER 07/08/21 - $119

Phill Sexton is also 30-year veteran in the winter & landscape management industries. As a former technician, manager, executive & company owner, he’s developed a growing concern about the environmental impacts of his trade.

He will be discussing sustainable winter management guidelines (SWiM), including assessing unique snow events & how to use less materials while still being effective.

NON MEMBERS

Speaker TBD / Local Industry Expert Experts will walk you through the process of planning & implementing a site engineering strategy to increase safety & efficiency, identify key obstacles, priorities, and hazards prior to the snow season.

BEFORE 07/08/21 - $139 AFTER 07/08/21 - $169

ALSO FEATURING Salt Spreader Calibration Demonstration: Outdoor demonstration featuring equipment & detailed ‘how to’ info.

Mini Trade Show: Visit industry vendors. See what’s new. Displayed equipment, products & services.

Cancellations made 8 to 14 days prior to the course start date will be subject to a 30% cancellation fee. NO refunds or credits will be issued for cancellations 7 days or less prior to the course, no shows, or cancellations on the day of the course. If, for any reason, the course is cancelled, enrollees will be notified, and fees refunded in full. FOR THE HEALTH AND SAFETY OF OUR GUESTS, ALL APPLICABLE COVID-19 RULES & REGULATIONS WILL BE STRICTLY ENFORCED.

2021 SNOW & ICE CLINIC / REGISTRATION CLOSES 07/15/21

(Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147)

Company Contact Address City State Phone (______)

Zip

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NAME OF ATTENDEE (S)

FEE

$

Each additional person from your company is only $69

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Each additional person from your company is only $69

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TOTAL DUE

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D I RECTI ON S

GRATITUDE & OPTIMISM Gratitude: noun The quality of being thankful; readiness to show appreciation for and to return kindness.

Over the past 15 months, we have all experienced a great deal of changes and uncertainty. We have also experienced a wide range of emotions – fear, anger, concern, and hope – to name a few.

One of the things I have been able to hold on to, because of all of you, is my sense of gratitude.

As members, we cannot thank you enough for sticking with the OLA over the past year. We know that things have been different, and often difficult, due to the ever-changing social distancing and safety requirements. We know that you would rather be attending meetings and clinics face-to-face – so would we! But we also understand that we need to follow state guidelines and put our members’ safety above all else. We recognize that you have had to make a lot of changes in the way you do business and appreciate your acceptance that we have had to do the same.

We are extremely grateful to our sponsors who have continued to support our events, whether in person, online, or a hybrid of both. These sponsors have made it possible for us to continue to provide consistent, high-quality programing and education.

Our committees and board members have worked very hard to be creative in finding solutions to put great topics and presenters in front of you. We are grateful for their efforts and “can do” attitude. Events are the lifeblood of this organization and I am not exaggerating when I say our budget has taken a real hit with the reduction in being able to hold as many in-person events as we typically do. We are grateful that so many of you have participated in the things we were able to provide, regardless of the format they were presented in!

Finally, our Growing Concern advertisers have continued to support this magazine through their continued advertising, with many new advertisers having come on board. Again, this has allowed us to provide you with this top-notch publication, including some of the most timely Covid-related topics that affect us as an industry, each and every month.

Thank you to all of you!

34 | Official Publication of The Ohio Landscape Association

SANDY MUNLEY

Executive Director / OLA Optimism: noun Hopefulness and confidence about the future or the successful outcome of something.

As of now, I am full of optimism. As restrictions start to loosen, we are beginning to plan more in-person events and will continue in this manner, while respecting whatever the current guidelines are, include social distancing, etc.

We are excited to be holding our Landscape Ohio! Awards Gala in person, are currently planning two Plant ID clinics in both Northeast and Central Ohio, and will resume our annual Snow and Ice Management Clinic this July. And, of course, our legendary Scholarship Golf Classic will be returning in August!

We are optimistic that you will all have a great year as demand for landscape services is stronger than ever. We are optimistic and excited to know that we will see you in person soon!

OLA’s NEW MEMBERS The Ohio Landscape Association is delighted to welcome the following new members to the association:

REGULAR MEMBERS Laughlin Landscape & Design 10311 Skadden Road Monroeville , OH 44847 (419) 217-0006 Erik Laughlin

Schmid Landscaping, LLC 1213 Commonwealth Ave. Mayfield Heights, OH 44124 (440) 465-0240 Daniel Schmid

STUDENT MEMBERS Cuyahoga Community College Peyton Musgrave Aunna Torres

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A-1 Power Equipment Abraxus / Royalton Landscape Supply Acme Fence & Lumber Botson Insurance Group, Inc. Buyansky Brothers Landscape Materials Cuyahoga Community College Davis Tree Farm & Nursery, Inc. Ditch Witch Mid States Fairlawn Medina Supply Frank Brothers Landscape Supply Green Velvet Sod Farms Independent Tree Klyn Nurseries, Inc Kurtz Bros., Inc. Lakeside Sand & Gravel Millcreek Gardens MRLM Landscape Materials, JTO, Inc. O’Reilly Equipment Oliger Seed, Co. Premier Plant Solutions Sintsirmas & Mueller Co., LPA Sohar’s / RCPW, Inc. Three-Z Supply Valley City Supply VanCuren Tree Services, Inc. Zoresco Equipment Company The Growing Concern | May 2021 | 35

9240 Broadview Road Broadview Hts., OH 44147-2517

05/21

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Louisville, KY Full Service Branch

Pittsburgh, PA Full Service Branch

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Cleveland, OH Satellite Service Phone 330-220-6585

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