Sealing The Deal: Essential Strategies for Rnewal Conversations in Landscaping

Your success in the landscaping business hinges on one simple truth: it’s easier (and smarter) to keep a client than to win a new one. Renewal conversations are where the real growth happens. Yet, how do you navigate these discussions confidently, especially when pricing changes or client expectations are in flux?

That’s why we sat down with industry experts: Bridget Cahill from BrightView Landscapes, Nathan Fiske from Case Facilities Management Solutions, and Michael Wood from U.S. Lawns.

From proactive communication to showcasing value, their insights will arm you with the tools you need to secure long-term client loyalty.

Or read on to find how you can rake in those renewals in 2025. 

Setting the foundation for successful renewal conversations

Talking about some essential elements to prepare for before entering a renewal conversation, Bridget Cahill highlighted a key point: “Understand when your clients are budgeting for the upcoming year and align your renewal conversations accordingly.”

The first thing that you want to find out is when does your customer do their budgeting for the year. The timing here is really crucial. By providing clients with a clear anticipation of your renewal terms in advance, you can help them incorporate it into their budget, making the renewal process smoother and more likely to result in a signed agreement. 

The next thing to keep in mind before stepping into a renewal conversation is who the final decision maker is. It’s important to tailor discussions to those with the final say, such as property managers or regional executives. Knowing who the final decision maker is will dictate when you need to get your renewals in front of your customers and what those renewals look like. 

Next up, you’ve got client satisfaction to look at. Address unresolved issues before renewal talks. You also want to make sure that you know how the customer is feeling about your organisation before you put in a renewal in front of them. 

Knowing your numbers is another really important factor going into a renewal conversation. Use data like CPI, labor costs, and material expenses to justify pricing adjustments. Prepare insights on job performance and scope changes to frame the renewal conversation.

Bridget also emphasises on knowing your customer’s business. Being empathetic or enthusiastic based on their business performance will help you build a good rapport with your client. 

Assessing a client’s changing needs and incorporating them into renewal conversations 

The key to successful renewals and long-term relationships starts during the sales process, where you should take the time to document clients' business objectives and establish a baseline. Mike Wood from U.S. Lawns emphasizes the importance of being early and intentional. When meeting with clients, focus on their overall business progress. Early in the sales process, ask questions that uncover their challenges and goals. Regular check-ins should include conversations like, Are they achieving their business goals? Are your services helping them meet their objectives?

For instance, noticing fewer cars in the parking lot could indicate a change in their business. This sign should be addressed before it becomes a noticeable issue. It's important not to wait for these changes to be obvious; being proactive allows you to adapt and offer the right solutions in a timely manner.

During property walkthroughs or office visits, don’t leave the conversation entirely up to the client. Instead, guide it by asking about how their role or job duties are evolving, and whether any shifts in their business impact their landscaping needs. This approach helps you stay ahead of potential challenges, ensuring that your services continue to align with their changing needs.

As Mike put it, “Consumers spend money, but commercial customers spend budgets”. Unlike consumers, commercial clients are generally more open to discussing changes in their financial position. This means you can have more transparent conversations about pricing adjustments, scope changes, or additional services based on their evolving needs.

Showcasing value over and above your contract

A successful service delivery isn’t just about completing tasks; it's about how you manage challenges along the way. As Nathan explained, "Customers understand things will go sideways, but they appreciate quick action to turn things around." A key part of adding value is your team's ability to address issues swiftly and communicate effectively with the client. Whether it's a sudden breakdown or weather delays, your ability to quickly resolve escalations shows clients that they can rely on you.

Navigating challenging conversations in renewals

When navigating a challenging conversation such as a price increase, it's crucial to be transparent about the reasons behind the change. If the service requires more resources, whether it's additional labor or materials, it's important to communicate these needs clearly. Nate Fiske explained, "If we need to meet your expectations, we need to be able to get this cost, whatever it may be."

Price hikes can create tension, especially if clients feel blindsided. The key is to avoid making excuses and instead focus on solutions. Bridget Cahill emphasizes the importance of addressing challenges head-on with your client, "Don’t make excuses, make solutions."
Being humble and acknowledging past mistakes can go a long way in building trust, but clients will also appreciate hearing how you'll resolve any issues and continue to provide value.

During renewal discussions, it’s important to remind clients of your positive contributions. Whether it's a last-minute favor, helping with a community event, or going above and beyond in service, these actions should be brought up during the price increase conversation. This helps clients see the bigger picture and reinforces the value of your partnership.

While price increases are necessary, it's also important to remain flexible. Clients appreciate a collaborative approach where they feel heard and understood. Bridget notes, "Keep an open mind and be willing to negotiate." Even if you have a "walkaway" price in mind, being willing to adjust and find a middle ground ensures that both you and the client feel good about the outcome.

Instead of offering a blanket price increase across the board, consider adopting a more flexible, menu-driven proposal. Michael Wood suggests, "If you're doing well in an area, then don’t adjust those." This approach allows clients to see exactly where their money is going and why certain areas of service may need an adjustment. 

Strategies for client retention in commercial landscaping

1. Establish a strong sales pipeline

One of the key factors in successful renewals is having a solid sales process. Mike emphasizes the importance of entering the renewal process with confidence. “If you don’t have a good sales pipeline, you’ll never hold strong when you’re in front of a customer,” he explains. A clear, well-organized sales process helps ensure that you are prepared for the renewal conversation, which is critical for securing long-term agreements.

This confidence should stem from thorough preparation. If your company isn't meeting the scope of work or client expectations, you shouldn’t even begin the renewal discussion. As Mike notes, “If you can’t meet your current scope, you have no business getting in front of a customer and asking for a renewal.” 

2. Listen and personalize your approach

Listening is a powerful tool in retaining clients. As Mike shares from his own experience, “I wasn’t always the best one to listen to customer feedback because I was too close to the day-to-day operations.” Bringing in fresh perspectives, whether through team members or outside advisors, can help ensure you're hearing and addressing client concerns.

Additionally, personalizing your touchpoints is essential. For example, Mike recalls a snow contract where he reassured the client: “You don’t need to call us in. We are your snow management team, and we’ll provide updates so you can relax and focus on your business.” This type of communication makes the client feel cared for and helps build long-term loyalty.

3. Sell peace of mind and not just a service

Retention isn’t just about delivering services—it's about making life easier for your clients. Selling peace of mind is an important part of the value you bring to the table. As Mike says, “We want our clients to drive to work without that knot in their stomach worrying about snow removal or landscaping. Let us take that off their plate.”

4. Share data and show results

Clients want to know how your services impact their bottom line. Mike advises sharing performance data to show how your work has helped improve their operations. This could include metrics on cost savings, service efficiency, or enhancements that have added value to their property.

5. Involve clients in the process

Mike stresses the importance of discussing renewals with clients before sending out a proposal. “Have discussions before putting things in writing. Clients like to be part of the process and have their voices heard.” When clients feel involved in the renewal process, they are more likely to feel valued and respected, which can make the renewal conversation smoother.

Trends influencing client retention in the landscaping space

Here are some key factors expected to shape client retention strategies over the next few years, as de-briefed by our panelists. 

Price Sensitivity 

Pricing continues to be a dominant factor influencing client decisions. As Bridget Cahill notes, “Property managers and ownership groups are looking for value, and relationships alone are no longer enough.”

To adapt, businesses must ensure their pricing structures are competitive and clearly communicate the value clients receive for their investments. Transparent and well-justified pricing models can help retain clients.

Pro-active Communication

From timely updates to proactive transparency, clients expect landscaping providers to be their "eyes and ears" on-site. As Mike Wood points out, “Most client dissatisfaction stems from communication issues—not knowing when we’ll show up or missing small but important details.” Being proactive, whether through flagging potential concerns or suggesting improvements, positions you as a trusted partner rather than just a service provider.

To excel in communication:

• Utilize multiple channels like phone calls, emails, and texts to maintain a consistent flow of information.
• Go beyond updates by personally engaging with clients to address their specific concerns.
• Avoid relying solely on reports or automated emails—face-to-face interactions still hold significant value.

Nate Fiske nicely sums it up: “Control what you can control, and you can always control communication.”

Use of technology and social media

The role of technology in landscaping is becoming increasingly significant. Tools like apps, geofencing, and automated check-ins not only streamline operations but also provide clients with real-time insights into their projects. By documenting services with photos and reports, landscaping providers can enhance transparency and build trust. Clients are more likely to stay loyal when they can easily monitor progress and see tangible results without having to ask.

Social media is playing an increasingly vital role in client engagement and retention. Platforms like LinkedIn are proving to be effective for sharing stories, showcasing successful projects, and highlighting company culture.

Mike observes, “Customers want to be part of a winning team, and sharing your involvement in events and milestones can deepen those connections.”

Final thoughts

To secure renewals in commercial landscaping, focus on timely communication, competitive pricing, and showcasing value through personalized service and data-driven results. Proactive client engagement, transparency, and leveraging technology help build trust and loyalty. By staying ahead of industry trends like price sensitivity and digital integration, businesses can strengthen client retention.