Q: We always lose steam over the summer and get caught off guard by the fall. How can I prepare my team for a successful fall?
Fall should be a gold mine for landscape businesses, but only if you start planning now. We’ve seen it over and over again: The companies that treat fall as an afterthought scramble to fill the schedule, while those that plan ahead finish the year with record revenue, renewed contracts and energized teams.
If you want to make fall your strongest season — not your most stressful one — here’s how to position your team today for success.
Start selling fall services in summer
Waiting until the leaves change to promote fall services is one of the biggest mistakes we see. By then, it’s too late. You’re not just competing with other companies; you’re battling the calendar and the weather.
Instead, anticipate your client’s needs. Reach out to existing maintenance clients and even your past construction clients now with a tailored list of recommended services. These might include:
- Seasonal color changes
- Seasonal turf
- Mulching and pruning
- Clean-up packages
- Lighting upgrades
- Irrigation system shutdowns
- End-of-year enhancements
- Fall pumpkin displays
These services aren’t just upsells. They’re value-adds that protect the property and show your clients you’re thinking ahead. It also positions you as a true partner, not just a vendor.
Make a seasonal game plan
You can’t drive fall revenue without a plan. A simple calendar will give your sales team structure and momentum. For contracted clients, when you include seasonal enhancement recommendations, including the monthly maintenance schedule of services, you look like a professional.
Here’s an example:
- August: Promote fall enhancements (color, lighting, aeration).
- September: Launch fall clean-up campaigns.
- October: Push irrigation winterization and tree trimming.
- November: Offer bundled incentives for early 2026 contract renewals.
Even a basic plan like this keeps your team focused and ensures you don’t miss seasonal opportunities. But you need to manage your expectations and make sure your team is truly working on these monthly plans.
Align sales and operations
Too many owners sell fall work without looping in operations. That’s a recipe for dropped balls, overbooked crews and unhappy clients.
Start by reviewing what your field team needed last fall. What went well? Where were you stretched thin? If your enhancement crew couldn’t keep up last year, do you need to cross-train or shift start times to gain capacity? Next, review your proposed fall services and make sure the team is trained now to deliver.
Use fall work to fuel 2026 renewals
Every fall project is an opportunity to secure next year’s revenue.
Enhancement work in particular builds momentum — visually and relationally. If clients are enhancing their properties with you, it is a measure of their trust. Train your account managers to leverage that momentum by starting renewal conversations early. Ask questions like:
- What results have you seen from the work we did this fall?
- Would you be open to bundling similar services for next year?
- Have you thought about locking in now for 2026 to protect against price increases?
- These conversations position you as a strategic partner and help your clients budget with confidence.
Don’t coast into fall — lead Into it
Fall doesn’t have to be reactive. In fact, it shouldn’t be. By treating it as a strategic season, not just a transition between summer and winter, you unlock serious revenue potential.
Here’s your call to action: Set a fall planning meeting with your leadership team this week. Review your offerings, labor capacity and sales calendar. Assign owners for each initiative and start reaching out to clients now —before your competition does. Let’s make fall your strongest season.
At McFarlin Stanford, we’ve helped hundreds of landscape businesses build cultures of trust that drive loyalty, performance and growth. If you’re ready to level up how your team connects to the vision of your business, let’s talk.
Do you have a question for a future Ask McFarlin Stanford column? Submit it to info@mcfarlinstanford.com. We’re here to help you lead with purpose and grow with passion.
