Landscape Leadership Podcast

Chad Diller
  • 4.8 (8)
  • Marketing

Candid sales and marketing insight for the lawn care and landscaping industry. Hosted by Chris Heiler and Chad Diller of Landscape Leadership, a digital marketing and sales agency for lawn and landscape industry companies.

  1. Aug 24

    Why New Salespeople Fail in the Green Industry

    You hired an experienced salesperson, gave them a few weeks of ride-alongs, handed them a territory….and six months later, it's just not working. What went wrong? In this episode of the Landscape Leadership® Podcast, Chad Diller talks with Kayla Lujan, founder of GRIT (Green Industry Talent), about why new salespeople struggle to gain traction in landscaping and other green industry businesses. Kayla draws on 17 years of industry experience, from working on a crew to leading sales for a top 25 landscape company, to explain why hiring the right person is only the beginning. We unpack what effective onboarding actually looks like, why sales managers need to coach behaviors instead of simply managing numbers, and what owners should realistically expect during a salesperson's first 30, 60, and 90 days. They also challenge a long-held green industry hiring assumption: Your next great salesperson may not need green industry experience at all. Key discussion points: Why ride-alongs alone aren't an onboarding program How to create clear objectives and expectations for new sales hires Why information overload can stall a new salesperson The difference between managing sales numbers and coaching the behaviors that produce them Why sales leaders need to spend intentional time in the field with their team How stronger personal relationships make sales coaching more effective What owners should expect at 30, 60, and 90 days Why industry experience isn't necessarily the best predictor of sales success The traits Kayla looks for when hiring salespeople What separates good salespeople from great ones Why you can't hire your way out of a people-development problem Chapters 0:00 Intro 0:42 Meet Kayla Lujan 2:20 Hiring Is Where the Work Begins 3:57 Early Warning Signs in Sales Onboarding 5:12 Why Ride-Alongs Aren't Enough 8:47 Building a Roadmap for New Salespeople 10:18 Managing Numbers vs. Coaching Behaviors 14:16 Why Sales Leaders Need to Get in the Field 16:54 Building Trust Before You Coach 19:40 Are Owners Expecting Results Too Quickly? 21:12 What to Expect in the First 30, 60 & 90 Days 23:02 Where Should You Find Great Salespeople? 24:54 Stop Making Sales a Dumping Ground 27:44 Can Great Sales Skills Be Taught? 29:23 Rapid-Fire Sales Leadership Advice 31:27 How GRIT Helps Green Industry Sales Teams 33:02 The Real Key to Developing Great Salespeople

  2. Jul 11

    What 70+ Videos Taught Level Green Landscaping

    A lot of landscaping companies create one or two videos and stop. But what happens when you commit to creating video content consistently for more than a decade? In this episode, we sit down with Marion Delano of Level Green Landscaping to discuss how more than 70 videos have transformed their sales process, recruiting, company culture, and brand. Rather than treating video as a one-time marketing project, Level Green built a long-term content library that supports nearly every stage of the customer and employee journey. Marion shares practical lessons on planning, production, ROI, and why authentic storytelling continues to outperform polished sales pitches.

  3. Jun 17

    SWAG is Dead: Rethinking Landscaping Business Development

    If you're trying to win property managers, builders, and high-value landscape clients with cookies, brochures, golf balls, and generic swag, you're probably blending in with everyone else. In this episode, Mark Stern shares why the future of business development isn't about doing more outreach; it's about creating memorable experiences that prospects actually want to engage with. Mark Stern, founder of Custom Box Agency, joins Chad Diller to discuss how landscape companies can differentiate themselves in a crowded marketplace. Instead of relying on traditional sales tactics and promotional items that quickly get forgotten, Mark explains how intentional customer experiences, physical touchpoints, and strategic storytelling can help companies stand out. The conversation explores the psychology behind what people keep, why most business development efforts fail to create meaningful connections, and how combining physical and digital experiences can create stronger relationships with prospects. Mark also shares practical examples of how businesses can become trusted advisors rather than just another vendor competing for attention. Key Discussion Points Why most promotional swag gets ignored The difference between effort and intentionality How to create memorable customer experiences The psychology behind the products people keep Building authority before asking for a meeting Combining physical and digital touchpoints Why strategic partners outperform transactional vendors The importance of multiple touchpoints in sales Using customer stories to build trust How to become the comparison point in your market

  4. Apr 13

    Marketing Secrets Revealed w/ Account Managers James, Drew, & Kyle

    Lawn care, landscaping, and tree service companies focus on what a marketing agency does…but overlook who is actually doing the work. That mistake can cost you years of wasted budget and stalled growth. In this episode, we pull back the curtain on the role of account managers at Landscape Leadership and explain why the people managing your marketing strategy can make or break your results. Our team shares real-world insights from sales, operations, and multi-market campaign experience, and how that translates into better leads, stronger relationships, and long-term growth. If you're hiring (or currently working with) a marketing partner, this episode will change the questions you ask…and the expectations you should have. Key Discussion Points Why your account manager matters more than your marketing strategy How real field experience improves marketing performance The impact of geography and seasonality on campaign success Why too many decision-makers can derail your marketing How to simplify complex marketing data into actionable insights The importance of proactive strategy vs. reactive execution When and how to pivot marketing plans mid-season The advantage of having one integrated marketing partner Common mistakes contractors make before increasing marketing spend

  5. Mar 12

    Marketing Your Way Out of the Green Industry Commodity Trap

    Many landscaping companies struggle to stand out in crowded markets and end up competing on price. In this episode, Chad sits down with Lex Mason from WeatherMatic to discuss how companies can reposition themselves, narrow their focus, and build a more profitable business. Lex shares how WeatherMatic evolved from a traditional irrigation manufacturer into a technology and solutions company and the lessons contractors can apply to their own businesses. They break down practical strategies for niching down, choosing the right clients, and escaping the commodity trap. If you're a contractor trying to grow, simplify operations, or increase margins, this episode offers clear steps you can start implementing today. Key Discussion Points Why landscaping companies become commodities and how to avoid it The power of niching down in the green industry How WeatherMatic repositioned its entire business Why customer experience and onboarding matter more than sales Structuring pricing and billing around how your clients get paid How to identify and focus on your ideal client profile (ICP) Why firing the wrong clients can accelerate growth The importance of defining your company's core proficiency Why maintenance divisions create stability and profitability A simple A/B/C framework for evaluating your client list

  6. Feb 23

    Getting the Most Value Out of Peer Groups

    If you've ever left a peer group meeting fired up with ideas… but made zero real progress after, this episode is for you. In this conversation, Chad sits down with Jeffrey Scott to unpack why some green industry leaders transform their businesses through peer groups, while others stay stuck. They dive into clarity vs. confidence, how to filter ideas through strategy, and why copying other successful companies can quietly kill your momentum. This episode is about disciplined decision-making, strategic focus, and becoming the kind of leader who doesn't just gather insights, but turns them into results. Key Discussion Points: Why "you get out what you put in" is painfully true in peer groups The danger of solving the wrong problem (and how to ask better questions) Why not every good idea is a good fit or the right priority How OKRs create strategic clarity inside growing landscape companies The psychological trap of comparison in the green industry Why saying "no" is often more powerful than saying "yes" What a strong execution plan actually looks like (who does what by when) The role vulnerability and transparency play in high-level peer groups

  7. Jan 20

    Building a Tree & Lawn Care Company Buyers Actually Want

    Most green industry owners think a profitable company automatically means a sellable one, but buyers see things very differently. In this episode, we sit down with Dan Mello, former owner of Seacoast Tree Care and Seacoast Turf Care, to unpack what it really takes to build a buyable green industry business. Dan shares how he grew his company by over 280%, intentionally increased enterprise value, and ultimately exited successfully through private equity. They dive into the operational, financial, leadership, and marketing decisions that positioned the business for acquisition, including hard lessons learned along the way. This conversation offers a rare, behind-the-scenes look at building a company people actually want to buy.  Key Discussion Points Why most green industry businesses aren't actually built to survive due diligence The role of recurring revenue in increasing enterprise value Leadership mistakes, personal growth, and separating identity from the business How systemized operations and strong financials attract buyers Why branding and professional marketing impact valuation, not just lead volume What private equity buyers look for in tree and lawn care companies Building a management team that allows the business to run without the owner

  8. 12/05/2025

    3 Pillars of a Standout Green Industry Podcast

    Most green industry podcasts never achieve their full potential because they look amateur and lack a clear point of view. Some even disappear after a few episodes. If you've ever said, "We should start a podcast," but had no idea what comes next, this episode gives you the exact roadmap. And if you have a podcast but it's falling flat, this insight-packed episode is just what you need to become a leading voice in the industry!   In this episode, Landscape Leadership® CEO Chad Diller sits down with podcasting expert and Multimedia Producer Scot Leonard to unpack the three pillars behind building a high-quality, video-first podcast that actually grows your brand. They break down how to define your POV, choose the right format, nail your camera, lighting and audio setup, and structure episodes so your audience stays engaged.    You'll learn the biggest mistakes new podcasters make, how to elevate production without overcomplicating gear, and how to repurpose every episode into a full content ecosystem. Whether you're a contractor, marketer, or industry partner, this is the definitive guide to launching a podcast that stands out in the green industry.   Key Discussion Points Why most podcasts fail before Episode 20 The role of POV and strategy in standing out Choosing a winning format: solo, guest, or co-hosted Why video-first is now mandatory Essential gear: audio > lighting > camera The importance of pre-production & outlines Smart, human-sounding editing (avoid the AI "slop") How to extract 10–20 pieces of content from every episode   Chapters: 0:00 Why Most Podcasts Fail (and How to Fix It) 0:21 The 3 Pillars of a High-Performing Podcast 0:47 Welcome to the Landscape Leadership Podcast 1:23 Meet Scot Leonard: B2B Podcast Producer 2:05 What DIY Podcasting Gets Wrong 3:12 Building a Green Industry Podcast Network 4:05 Podcast Strategy: POV, Audience, Differentiation 6:20 How to Stand Out in a Noisy Market 8:44 Choosing the Right Podcast Format 9:36 Solo vs. Guest vs. Co-Hosted: What Works Best 14:30 Why Every Modern Podcast Must Be Video-First 16:36 YouTube SEO & the Rise of Video Podcasts 19:32 Trust, Body Language & On-Camera Communication 20:02 Pre-Production Essentials: Outlines & Episode Flow 21:46 The Danger of "Just Hitting Record" 25:06 Production Basics: Audio, Lighting, Cameras 26:59 Mic Quality: The #1 Investment You Must Make 28:50 Lighting Do's, Don'ts & Easy Fixes 31:40 Camera Choices: 4K, Angles & Content Creator Gear 34:06 Multi-Camera Editing for a Pro Look 38:43 Smart Editing: AI Tools, Filler Words & Natural Pacing 44:52 Podcast Growth: Why Episode 20 Matters 46:30 Promotion Strategy: Beyond "Post and Pray" 47:35 Repurposing: Clips, Carousels & Articles 50:06 Using Your Podcast as a Full Content Engine 53:11 Final Thoughts & How to Work With Us

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Candid sales and marketing insight for the lawn care and landscaping industry. Hosted by Chris Heiler and Chad Diller of Landscape Leadership, a digital marketing and sales agency for lawn and landscape industry companies.

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