Okay. Okay, so we're going to talk about value today. Hey, Dan.
Hey, Eric. We're doing episode one of Landscape Gems right
Now. Yeah. It's going to be so exciting when 10 million p see it.
This is going to be like a vintage piece of content.
It will be
Hearkened back to many, many times, and we'll have it looping on our private jet TVs or something down the road. This is sponsored by Landscape Marketing and SEO, by the way. That's
Right. That's right. Yeah. I kind of suspect that we're probably not going to see it. Have anybody see this or hear it?
Maybe. Well, we'll make references to how our first podcast was such crap. And
Yeah, maybe we'll stumble upon some ridiculous epiphany that ends up going viral. And everyone will see this though. There's always,
That could happen. Maybe we'll use SEO to really get a good title on it.
Just have, and everybody's going to see our first podcast and we'll be like,
Oh, go viral.
Yeah. Oh, crap.
Well, so you had referenced wanting to talk about value.
Yes. Let's talk about value today. On our first
Value of what? The dollar?
Oh, different value.
Yeah. Yeah. Well, first off, let me ask you, are you standing?
I'm standing. I have a standing desk here.
Oh, okay. So I didn didn't even know that.
Yeah, so I like moving around.
So what happens if a podcast episode lasts for three hours?
I'll stand for three hours.
That's good. Okay. Maybe
I'll get a stool and then I can sit on a stool.
Yeah, that would work. But
It is better for, I don't know. It's better.
I've heard it's better. I've heard it's better, and I don't know why, but anyway.
Well, it's hard to have good posture in a chair for sure.
What are you talking about?
What are you talking about? Standing up,
Right? It is,
Yeah. I like your vintage Ghostbuster shirt, by the way.
Oh, thanks. Thanks. I got it. Wonderful. I got it. I don't know, a year ago or something. I was like, I need more, but I don't want to, don't, what do I like? And I was like, oh, Ghostbusters, were rad. And I saw it on Amazon or something, so Yes.
Yes. Well, should we do it? Should we talk about who we are? A little bit?
I don't think anybody cares, but No, I'm just kidding. Yeah, you're
I'll tell you how about I tell everybody about you and you tell everybody about me.
All right. Should I go first? Yeah,
Sure. Because you're better than me. So we should say best for last. No.
Okay. So about Dan, born and raised in the Chicago area, he has extensive experience in the field of recruitment. In fact, correct me if I'm wrong in saying this, but you were working in recruitment before you were probably even legally allowed to work because the company you worked for, you had some family there who kind of brought you on, right? Yeah. Oh, go ahead.
Yeah, yeah. I'm just saying yes.
Okay, cool. Yeah. And now in your thirties, I mean, that gives you, I don't know, tw 20 plus years experience, probably even close to 30 years of experience in the field of recruitment, which by the way, will be valuable for another podcast episode down the line when people are looking to how to find good workers for their landscaping companies, which we'll make a note of that after this. So you've been recruiting for decades. You've also made literally tens of millions, if not more in sales in the insurance industry. Is it tens of millions or hundreds or millions or a
Hundred? Over a hundred million.
So that's another topic that will take up on another podcast is sales, because obviously you, you're good with sales, and that includes high ticket sales, that includes small sales, everything. And now you live, you've lived all over, you lived in Chicago, you lived in Nashville, Arizona, currently in Florida, and you're also co-founder, founder slash co-founder of Landscape Marketing and seo, and my co-host, Dan.
That was pretty good.
Thanks. That's pretty good.
So anything you want to add to that, by the way?
I don't think so. I don't think so. I will say that the sales figures are team sales figures, so it's not just not individual.
No, you're being modest.
Yeah, I mean, that's recruiting and training and getting production. My numbers obviously added to that, but anyway. No, that was very great. Thank you for that. Sure. So Eric, Sylvia Eddo.
That's me. Toes
You're, you're Tobs.
My middle name is Tobias. Yeah. So I had a nickname of Tobs. If this goes viral, I'm screwed because that wasn't my favorite nickname, but it'll probably be a thing. Anyway, so you were born in California?
Yes. In the Los Angeles area?
Yeah, within Los, I think Los Angeles County. No, it might have been just outside of Los Angeles County, but anyway, yeah. Okay.
But you are originally, I mean, your heritage is Argentinian,
But born in Los Angeles and at one point was doing some personal development and take a course and basically realized that he could learn and know about anything, and decided that he wanted to go into the technical field of seo, search engine optimization, and not necessarily industry specific, but that he wanted to become basically a guru in that. And for the last pretty much decade, I have watched Eric do things that are really, really stellar examples of delivering for clients. And he has basically clients who've been with him for years and years and years in that subject because they would never let him leave because he's basically built their business because he's so good at that. And we worked together briefly about, I don't know, nine ago.
Yeah, probably around there. Oh yeah, about nine years ago.
Yeah. I was involved in the beginning of him becoming great at this, and then things changed for me, but he kept going. And basically, I mean, here's what I can say is that since we launched this company, he has said, Hey, let me show you this case study. And it's something that he'll do, not even for a client, but he'll do for fun. And it is literally seemingly magical results that he can get an entity, a website ranking tremendously fast and dominating really the entire market that he's targeting. And so what I have come to understand is that not only are there many different ways of attacking digital marketing, but a lot of corner cutting occurs. A lot of, I suppose, non-ethical tactics occur, Eric does none of that. If you want the long term result and clients, the evidence is what he's produced that's still there.
And you can look at from attorneys to landscapers, roofers, a across many industries, the results speak for themselves. So this is a person who has dedicated themself for basically a decade to be the best at this one thing. And so it made it a no-brainer when he's said, let's do this. Let's do this venture. And because there's just absolutely no doubt that with that level of professionalism and delivery and proof, I haven't shown these things to our clients even because I don't, not even necessary, but it's crazy the things that he does. So if you're intelligent enough and you put the work in and you do the things that are not short cutting, that take the long hours and the technical skill, then you get a real long lasting result. And so Eric's super proud of what he is, what he's done, and as professional as they come. So I know I sort of skipped ahead, skipped ahead to what we're doing now, but
Oh, that's alright.
Yeah. But I call him a guru. I don't know that he would call himself a guru, but there's pretty much nothing that I've ever said in to him in the subject of what we do that he hasn't had an answer for or had experience with. And I'll, like, sometimes I'll think something's relevant, and I'll be like, what about this? And he'll be like, yeah, I know all about that. And then he tells me about it and I'm like, man, this is a, so thanks, Steve. Yeah. So it's one of the things that for me, just looking at the future and looking at what we want to do, I have no doubt what we can provide for our clients because Eric is at the helm of the delivery. And I know that we can get a better result than any other agency. I know that we will, and I know that we have. And so that's what gives me the confidence in what we're doing and becoming the core source in this country for resource for landscapers to grow their business anyway.
That's awesome, man.
How did you end the things with me? He, anyway, Eric is the nucleus. So Eric basically founded the company, has the technology.
Okay. And he's the co-host of Landscape Gems sponsored by Landscape Marketing and seo.
That's right. Boom. Thanks. Dude, that was a cool intro. It was longer than mine. I liked it. It was good
Because I'm a rambler self.
Well, if anybody watches this, I will say Dan is a very likable guy, and if you get on the phone with him, you're not going to want to get off the phone. He calls himself a rambler. I just think he's just pleasant to talk to and
Well, thank you. It goes both ways. I don't talk to other people for as long as I talk to you because you're equally likable and easy to talk to for long periods of time, hopefully cause of this, we're both going to have a very successful podcast that people are going to listen to on their morning drive to their landscape bid or what their burgeoning business.
Yeah. Well, thank you for that intro. Yes. So I think the format that we were going to try to do for our podcast is generally speaking, we want to try to keep it around 30 minutes and try to offer something valuable to anybody listening. And we kind of started with the idea, well, at least I thought, let's talk about value. And you were kind of like, what do you mean
Mean by value? There's lots of different values.
So I think more what I mean to say is what makes an offer valuable? What makes something when trying to sell something, when trying to market something, what makes it valuable? And I'll actually tack onto this a little bit. I've been talking to you a lot recently about Dan Kennedy. For those of you who don't know, Dan Kennedy is an expert direct mail marketer. So he talks all about direct mail, doing mailings and ads, ad copy and that kind of stuff. And this concept that he talks about a lot is something like, I'm paraphrasing here, but don't be a pest. Become an invited guest or a welcome guest, something like that. Don't be a pest. Be a welcome guest. And it ties into this concept of value. So I'm going to tell you Dan Kennedy's story, and it's a short one, and I'm paraphrasing here, but he lived, and he might still live in Arizona.
And one day while he's home by himself, he gets a knock at the door and he's annoyed by it. He is like, I'm not expecting anybody, so I'm not answering the door. And the knocking keeps happening again. He is like, oh, this person sucks. No, sticks around and knocks on my door like that. And then it starts turning into a slamming at the door, and he is like, okay, I'm about to go tell this person off. And he opens the door, and it was a man who said, Hey, you, you've got a fire in your backyard. Because it was so dry in Arizona, his backyard was literally on fire. And in that moment, that person was an unwelcome pest who turned into a welcome guest. He offered something valuable. He had something of value to this person to where it didn't actually, it turned out not to be intrusive for him to be there.
So in marketing in general, and with sales in crafting an offer of some kind, it's important that you don't become a pest. It's important that you have something of value to people. And in most cases, with a lot of landscapers who might listen to this, people are probably calling them and saying, Hey, I, I'd like your services. But when you start pushing out ads or you start doing mailers and things like that, it, it's really important that you have something valuable for that person so that it's not just like, Ugh, I've got more junk mail. If you send out a postcard that just says, buy a, B, c, landscapings services, they're going to go, they're just going to throw it in the trash. You might get a very, very small percentage of people who will actually take that up. But there is a way to change that around to where a person receives your postcard, they receive your mailer, or they see your ad and they go, oh, dang, I'm really glad that they came up on my Facebook feed. I'm really glad that they mailed me this and that. That's kind of where I think value ties in with marketing, but it also ties in with your offer. And I think you're really familiar with that too, Dan, because we've both studied up on creating irresistible offers and things that people just have a hard time turning down. Did you want to touch on this? Totally.
Well, yeah. Yeah. Well, the one thing it makes me think of is just what a prospect is, right? You're trying to find a prospect from any marketing, someone who is a prospective buyer, which is someone who would have interest in your services or your product. And the goal is really to find those people so you can deliver a service. And there is a degree of ethics with that. And I think also why sales as a subject can have a bad name. And obviously we can go into this more later, but just to touch on it, as a salesperson, I can sell ice to an Eskimo type of thing is in there. And that you get the stereotypes or the stigma around a used car salesman or an insurance salesman. I was in the insurance industry for some years and all of that. And so that all can get traced back to selling something to someone that they don't need, or that's not really good for them. And so the undertone of all of it, which I think connects to what you're saying, is you're looking for someone who you can help and who actually needs what you have. And we're not trying to go out there with a product or service and cram it down someone's throat who doesn't need it. I heard, I think it was Grant Cardone who said this, I would never sell ice to an Eskimo because you don't need ice. It would be, and convincing them that would be a lie. So anyway, that's what that made me think of.
Yeah, yeah, that makes sense. That makes sense. And I think when it comes to value, some landscapers, if any landscaper listens to this that they might have an idea of a neighborhood they'd like to work in, or they've seen some very large houses, very, very affluent neighborhoods where they go, man, if there was just a way for me to get my foot in the door in that area, offer them something valuable. What you do, don't be that annoying. Don't annoy them with something, but you could send them a gift. And we talk about this in our top seven ways of getting high paying clients in the most desirable neighborhoods, which at some point we'll make a link to that where people can check it out, but you know, can send them a small gift. You don't even have to spend a lot of money on it, but something that that's going to attract them, something that's going to essentially be a lead magnet and not because, and not something that just says, Hey, we're the best.
Don't quit saying we're the best. Maybe you are the best. And you can tell people that at some point in the sales process and tell them why that's true, but give them something that makes their life easier. And then on top of that, if you can craft an irresistible offer, something that a person say no to that, that's how you can get your foot in the door. And maybe that's like, that could be something as simple as your first cut is free, and we guarantee that you'll be so happy, you'll never want to see another landscaping company again. It could be something like that. You add in the customer service with that, your people who are delivering on that work provide an awesome job with awesome customer service. And now you've got your foot in the door and it costs you some money that one day. But that same person in that very affluent neighborhood, they might be calling you in a couple of weeks to have them build a patio or for a big landscape design project, things like that. And just by getting your foot in the door, I mean, it could be potentially millions depending on where you're targeting your marketing. Oh yeah, that's kind of what I'm talking about with value. Did you have something you wanted to add?
For sure. Well, yeah. I mean, giving something away is always great and making that thing valuable to the person. If someone came by, and obviously someone would ideally notice that I need something drive by, drive around the neighborhood, go, his bushes need to be trimmed, or he needs some weed eating or whatever. And if someone, because obviously I'm not on top of it, if that's the case, comes to my door or what and says, Hey, you know what? We're in the area. We'd like to just offer you complimentary if we can take care of these weeds, or if we can just trim your bushes really quick. We wanted to just show you the value of our service. How good we are is no cost to you. Would you mind if we do this and then leave our information behind? If I'm not on top of it, there's a reason for it.
I don't have the time. I don't know who to call. Maybe I just moved there, maybe I just don't want to deal with it. But probably no one is going to say no to that. It makes me think of yesterday or the day before, I had a guy knock on my door and he was a mobile detail guy, and I had three cars out there. And he drives by and he gives me his card, and his card does not have, he's probably 19 years old. He has a big truck that has his brand on it, and he has obviously a full water tank and everything's set up in the truck. And I don't know how good he is, and I don't know what he charges. And I was also leaving, but I had one of my, I have a nicer car that was there, and I was like, well, I'm very meticulous about my car, so I don't know that I want to let him do it or pay him to do it.
Yeah. I come by and said, Hey, look, I can see the wheels on that car are pretty dirty. Can I just show you what I can do on the wheels and no cost to you? And if you think I did a good job on the wheels, let me do the rest of the car. And if you can choose to pay me, if you don't think I did a good job, you don't have to pay me. I would've had to say yes to that. Yeah, I would've, and maybe it would've taken him an hour. But what that would've demonstrated to me is, wow, this guy's really good. Look how great my car looks. Look how efficient he is. He did it out in the sun. He's all sweaty and working very hard. And it's funny because I ended up needing to clean my car the next day I took it, I drove 30 minutes to a hand carwash place to get it done, and I paid them. I think I paid them 30 bucks, which I thought was ridiculously cheap for the hand carwash. Yeah, super, super cheap, this guy. But this kid who came to my door voted me, me, he said, I'd normally charge 120 a car.
And the thing is, is that I probably would've given him 120 bucks if he would've started it that way. And he's been a guy that I keep on speed dial and go, Hey, I need my carwash. Can you show up? Can to show up tomorrow? Can you show up next? Because I don't, don't have the time to go anywhere. But I ended up going for a price, finding a place that I could, to me was a little bit more reputable because they have a bay, it's out of the sun,
Thing. But again, just in terms of the value, he didn't really offer me any value
Could have, and I would've been roped in. There's no way, because you can look at the car and go, it needs to get cleaned. Just like you can look at a lawn and go, it needs to get mowed, and a lawn's not going to get any better if it doesn't get mowed, or that bush isn't going to get any better mean. So someone doing that, it's it. It's totally true. It's value.
And it's interesting that you mentioned that because you're familiar with the value formula and it includes, you know, have essentially, I wish I had a whiteboard or something, but I don't right now. But you've got four sections, and in those sections you have a dream outcome, and you also have the perception of whether or not that dream outcome can be accomplished. This is part of what adds value is, does your prospect, or does your potential customer believe that you're going to achieve their dream outcome? In your case with the car detailing, you know, said you went to a more reputable company, that you had the perception that a more reputable company is going to deliver your dream outcome of having a fully detailed car.
Same goes for anybody in landscaping. Do you have any credibility? Do you have 300 positive reviews on Google and Yelp and all these places? Have you ever won any awards for the work you do or received any kind of recognition? If you want to break into the most desirable markets, these are things that are going to add value to your prospect is showing. Yes, we have created our customers dream outcome. What they wanted is what we've achieved. And we show that through our reviews. We show that through any recognition we've received and so on. And
Just having content out there. I mean, do you know, have pictures of your work on your website?
Is it clear that you can produce, if I were to Google that kid and he's got pictures of Ferraris and Lamborghinis that he's detailed. Yeah. I'm like, wow, these guys have, are people who have an opportunity to go get the best. And they're obviously not cost conscious, but they're going to use them because of his quality of service. Like it's proof. You know what I mean? Yeah. He must be really good if this dude's giving him his $300,000 car to detail and feeling confident that he's not going to scratch it or that he knows what he's going to do. Because you know, use the dirty rag once and you can destroy the clear code on a car. So yeah, any web presence, everything you just said too, reviews, but having something that a person can look at.
Yeah. Yeah, exactly. And then what also ties into the value formula is what is your client or your prospect, what is the sacrifice on their, and this isn't really tie so much into the dream outcome that we were talking about, but it's something to consider because of what I was talking about earlier about offering something of value for free. Sending a gift or offering a free cut. What are you doing there? You're taking away the client's sacrifice. They don't have to spend any money, they don't have to spend any time. And that becomes valuable to them. And that's how one of the ways that site sites like Netflix, companies like Netflix became so popular. And essentially you had Blockbuster, if you wanted to rent a video, you had to drive to a location, you had to pick a video, you had to search this location for the video and then pay money and you had to drive back and return it. Well, Netflix came around and they said, you don't have to sacrifice your time anymore. You could just stay home and you'll pay less than you would pay if you were going to a blockbuster. That's all they did was they got rid of the sacrifice that their customers, that customers were making on a daily basis.
It doesn't have to be massive either. I mean, don't forget about Redbox, obviously.
Redbox, Redbox arguably put blockbuster out of business.
Was reduce it, right? You don't have to go in this store, it's less sacrifice of money. You can just walk up to this machine and it's at the grocery store. So while you're going to this place anyway, you can rent a movie where you're getting your food, and then the next week when you go to your grocery store again, you can drop it off and deposit it in that machine. So that was one step in a direction. And had Netflix not come along, Redbox would've probably continued to be the convenient thing and people would still have D V D players. But anyway, it doesn't have to be a massive thing in order to have success is the point I'm saying with that. But the better you can do, I don't think anything's going to Trump Netflix except for arguably YouTube. I think YouTube will take over and will end up being the sort of central hub, I don't think, because you can watch any movie on YouTube and can,
I could see that too. I mean, Google owns YouTube and they're just huge. So I could see it happening. I don't know that that's necessarily their priority right now.
But down the line. But yeah, you're exactly right. And since I've already talked about three of the parts of the value formula, we might as well mention the final part, which is time delay. How long does it take to get the result that they're after? And companies like Amazon killed it with this when they introduced Amazon Prime, you know, order something, it's at your door within 24 hours, things like that. Now in the landscaping industry. And part of the reason why I thought to mention this last is there's not always a lot of wiggle room on how long it takes to deliver. But there are things you can do in terms of, I mean, just to give you an example, there are, and I don't know if you're aware of this, you might be, but there are lots of companies out there, lots of landscapers who when somebody calls, they're not even answering their phone. And that's, oh my gosh. And I, I'm sure there's plenty of people who will listen to our podcasts who agree that's one of the dumbest things you can do. But you, you're adding that time. The person who makes that call, if you are not answering on the phone with another company within a couple of minutes. But if you do answer and if you can tell them, yeah, I'll be over there in 30 minutes, your chances are you're getting that deal. That, and it's itself is valuable.
Time kills all deals, time kills all deals. Exactly. If you, it's arguably the easiest thing to fix or to bring value is the reduction in time. And especially if you're trying to get to affluent areas, people who are affluent don't have a ton of time and they're all time conscious. So you want the big huge house. That house is owned by this some C E O, that guy doesn't have time to be calling down a list. He wants someone who can give him on on-demand service and who's reputable and all of that. But yeah, I've been there. I've said, I've also, I've purchased services and said, when can you install? When can you be there? And sometimes that's when can you do the job? And if someone says, well, we're booked out. Oh, we're booked out. If I wouldn't tell someone that you're booked out, I would accept the job, book it, and then later figure out how to deliver, even if you have to hire another crew or sub it out or whatever. Because every time someone has said, oh, we're booked out for the next 60 days, I'm like, why are you telling me that? You're just telling me what you can't do for me. And instead of being agreeable and telling me what you can do. Sure. And there's no statement and then they leave it at that. Well, I don't know because we're booked out and that's a whole nother problem. But,
And we'll probably, yeah. Yeah. Cause I think in a future podcast episode, we're going to probably talk up how to hire, not get for sure overwhelmed for sure with being overbooked and booked out for several months. And that's a big part of scaling of course, too. But yeah,
That comes later. I mean, that's like something that once your product is there, you have some degree of branding and you have a lot of leads coming in, how do you grow and scale and deliver at increasingly higher levels? That's a whole other subject.
Yeah. Yeah. Well that said, I think we're probably more than 30 minutes. I haven't been keeping track of time, but
It doesn't say a time on here, does it?
I don't think so, but that's cool. I was going to say, this might be a good point to tell people about what we offer that is valuable for them. Not necessarily a sales pitch, but our free gift basically for landscapers. Totally. And that is a guide that we laid out with basically top seven ways to get a flood of high paying clients within the most desirable markets and without necessarily having to be an expert in marketing. We basically compiled this data, both from our experience, but also from the experience of some of the top marketers in the world to just generate a flood of high paying clients. And we basically put together this P D F and we're giving it away right now. And these are actionable things that you can do as a landscaper today, and you don't have to pay anything for it. And that's our way of being a welcome guest rather than a pest, so to speak.
And it is workable. I've seen things like that that are out there, things that you can apply or things that you can implement, and it seems like it leads to something else that you have to do or whatever. This is not that way. There's no missing part. These are things that you can fully implement and it will work and it will get movement for your company and your marketing. And so definitely grab onto that. Are we going to put a link or,
Yeah, we'll probably put a link on YouTube or something like that. Or, I'm not going to lie, this is our first podcast. I don't know if you can put links in podcasts. I don't think you can. So we'll probably put it on YouTube or on our website, definitely on our website. Landscape marketing seo.com. And you can pick it up there, or you can click the link in YouTube. And if we have other social media profiles, I don't know if we're going to really build out other ones. We might. So we'll probably,
I think we'll be all over. I think we'll be all over. But I will say also, so if you're just starting out as a landscaper, we have services that will help you for hardly anything. If you want us to do some of the work all the way up to, if you're 20 plus million, we can handle big clients like that. And we have clients of that size as well. Sure. So whatever level you're at, give us a call or hit us up on the website. Definitely get, download that resource as well.
Heck yeah. That said, I think we are out.
Okay, until next time.