Are You Gonna Charge Like a Pro… or Work Like a Volunteer?
Tony Bass here.
Let me tell you a little springtime story. It happened this week…
My phone rings. Landscape Contractor on the other end says,
“Tony… I’m scared.”
Now that ain’t a word tough business owners like to say out loud… but it’s honest.
Costs are climbing like a squirrel up a pecan tree…
Fuel’s through the roof…
Wages are marching north…
Fedzilla is rounding up immigrants and sending them away…
So…the good workers? Harder to find than a Sunday parking spot at a country church.
And to top it off… competitors are calling saying:
“Hey man… we can’t handle our work… you take it…please!”
Sounds like an opportunity, right?
Well… not so fast.
Because here’s the trap…
They want you to take the work… at THEIR prices.
The Springtime Illusion
Every year about this time, the phones start ringing, the grass starts growing, and contractors start making decisions based on emotion instead of math.
You hear things like:
- “I don’t want to lose the account…”
- “I better not raise prices right now…”
- “I’ll just make it up in volume…”
Let me say this plain and simple…
Volume without profit is just a faster way to go broke.
You ain’t running a charity, brother.
You’re running a business that feeds your family… and pays a whole bunch of other families too.
Why Contractors Are Afraid to Raise Prices
Let’s call it what it is:
- Fear of Losing Customers
You think Mrs. Johnson is gonna fire you over $20 a cut. - Fear of Competition
You assume the “Lowball Larry’s Lawns” down the street is cheaper. - Lack of Financial Clarity
You don’t actually KNOW your cost per man-hour… so you’re guessing. - Habit
You’ve been underpricing for so long… It feels normal.
Meanwhile… Reality Don’t Care About Your Feelings
While you’re hesitating…
- Your fuel supplier already raised prices
- Your parts vendor already raised prices
- Your insurance company already raised prices
- And your employees? They’re expecting raises… or they’re gone
Let me give you a little rhyme I learned the hard way:
If you don’t raise your price today,
Your profit’s gonna fade away.
And while you work from daylight to dark,
Your bank account is stuck in park.
Why NOW Is the BEST Time to Raise Prices
Listen close… because this is where the smart operators separate from the broke ones.
- Demand Is HIGH
There is MORE work than contractors can handle right now. - Labor Is LOW
Fewer workers = higher value per worker. - Competitors Are Struggling
Some didn’t get H2B crews. They’re overwhelmed. - Customers Need You MORE Than Ever
They don’t want to shop. They want it DONE.
That, my friend…
Is pricing power.
Your ability to raise prices… and still win.
Let’s Talk About That “Free” $200,000 Opportunity
Now this contractor I mentioned…
He’s being handed $200,000 worth of work.
No marketing. No selling. No effort.
Sounds like a gift from heaven, right?
Well… it could be…
OR… it could be a Trojan horse full of underpriced misery.
If that work was priced wrong before…
Guess what?
It’s STILL priced wrong.
And now YOU get to do all the work… for all the wrong money.
That ain’t opportunity…
That’s just someone else’s problem… dressed up in work boots.
What a Smart Contractor Does
Here’s how professionals handle this season:
- Know Your Number
What’s your TRUE cost per man-hour?
Not your guess… your number. - Set a Target Rate
You better be north of $75–$90 per man-hour in today’s market… depending on your overhead. - Raise Prices on Underperforming Accounts
If it ain’t making money… it’s gotta change or go. - New rates for ANY New Work
Even if it’s “given” to you. Raise your prices 10% this week. Test that rate. If you get a few orders, raise the price again next week. It takes courage to raise the prices…but it must be done!
Say it with me:
“I’d be glad to take care of your account… here’s our price to do it right.”
Final Word From a Guy Who’s Been There
Brothers and sisters who make their living outdoors…
There has never been a better time to act like a professional.
The spring season is handing you leverage.
Don’t hand it back because you’re nervous.
You are not just cutting grass…
You are managing people, equipment, risk, fuel, logistics, and expectations.
And if you’ve got the courage to hire employees and sign the front AND the back of that payroll check every week…
You’ve earned the right to make a profit.
The Bottom Line
- Costs are up
- Labor is tight
- Demand is strong
So you’ve got two choices:
Raise your prices… and build a real business that builds your bank account
OR
Stay where you are… and miss the best time of the year to make some serious cash!
Pricing Power Season Is Here! Go get ‘em.
Tony Bass, founder
866-923-0027
PS – If you need a truck to haul those people, machines and supplies to the jobsite, check out the Super Lawn Trucks Ready Now Inventory. Click to view.
