Have you ever really considered how subjective the phrase, “It’s the most wonderful time of the year” really is?
I mean, think about it.
Who’s to say which part of the year is better?
For some, yes, it’s the holiday season filled with love and laughter with friends and family.
For others, it’s the warm summers spent in isolation on a remote beach somewhere.
As a lawn care business owner, the most wonderful time of the year can come with a whole different set of criteria.
If you’re in a warmer state, obviously the spring, summer and early fall are most likely the most lucrative time of the year.
And lucrative often translates into the best time when it comes to business.
But what happens when the seasons change, winter hits, and business dies down because your lawn care services are no longer needed?
The holiday season is then no longer even a contender for “the most wonderful time of year.”
But what if you could change that?
Light Up the Holidays
That’s right. I’m talking about adding holiday lighting to your repertoire.
Holiday lighting is a great way for lawn care businesses to add off-season revenue to the books.
Plus, as an added bonus: Instead of employees going to look for another seasonal job, expansion into holiday lighting gives you the chance to keep your employees year round.
Now, I know what you’re thinking …
It’s such a short season.
Where would you even begin, right?
Timing Is Everything
The key to capitalizing on the short holiday lighting season is actually just leaning in to the urgency that is that short lifespan.
The fact of the matter is, that despite the holiday your clients want to light for, finishing it sooner is always better.
For example, most clients typically want their holiday decorations finished before Thanksgiving (so they get the most exposure for incoming guests)
So, you really need to hop on this one ASAP.
Holidays Impacted by Illumination
Let’s take a step back and cover the potential holidays that could benefit from lighting. After all, Christmas isn’t the only player in this game:
- Thanksgiving (Nov. 28)
- Christmas (Dec. 25)
- Hanukkah (Dec. 22-30)
- Kwanzaa (Dec. 26)
- American New Year (Dec. 31-Jan. 1)
- Chinese New Year (Jan. 25)
So, now that you have the timing down, who should you target with your holiday lighting services?
First, start with your existing clients.
Converting happy clients is historically much easier than bringing on brand new customers.
Think about it ... You've already laid the groundwork by providing exceptional lawn care during the spring and summer seasons.
Now, all you have to do is convince them how you can help them with yet another service.
Taking pride in one’s home comes pretty natural to most people, and the holiday season provides another opportunity to take that pride up a notch.
What shows off your humble abode like throwing a few thousand lights on all its edges?
Holiday lighting also provides a unique opportunity to boost morale - easily increasing the holiday spirit of giving and well-being in neighborhoods and communities.
Homeowners aren’t the only ones who like to get in on the holiday lighting fun.
As a retailer, showing off holiday spirit often leads to better sales.
If a company can get in the mindset of their buyer, the link between the two is stronger and thus leads to a better, more profitable business relationship. (Did you pick up on the extra bit of advice right there?)
Cashing in on the holiday spirit with strategic lighting helps put customers in the shopping and spending spirit, and that’s always good for business.
How to Close the Deal
So, you’re probably wondering what you should say to get people to use your holiday lighting services?
Here are four examples of messaging you could use:
Go the Expert Route
It’s right there in the name.
The whole concept of this pitch is to show or remind your prospects that you’re the expert in the holiday lighting business.
Offer example: We’ve been doing this for [insert number of years here] years. We know what we’re doing! Forget about worrying if the lines are straight or the bulbs are burning – we got you!
Play the Speed Card
We’ve all had time to get away from as at one point or another. And holidays are notorious for being jam packed with errands and chores that have to be done in a short amount of time.
Take this opportunity to jump in and save the day for your clients with a quick, maybe even last-minute lighting offer.
Offer example: Wait too late to get your holiday lights up before the guests arrive? No need to fret! We’re known for our speed and accuracy. Give us a call to set up your holiday lighting appointment today.
Show Concern for Their Safety
Holiday lighting can be a dangerous business. Between steep and slippery roofs, shoddy equipment, inexperience or just pure bad luck, accidents can happen.
This is your chance to win your customers over by showing that you care about their well-being.
Offer example: Stay off the ladder and out of the emergency room this holiday season. Let the lighting experts at [insert company name here] decorate for you.
Tap into Their Joy
As I mentioned above, the holiday spirit can have a monumental effect on consumer decision making.
Uncharacteristically positive, caring and giving vibes about during the holiday season. People often get swept up in the emotion of it all.
And this is your shot to cash in on that by playing up the joyful aspect of holiday lighting.
Offer example: Spread holiday cheer this season with a house so beautifully lit that it says “Joy to the World” for you. Need help setting the right tone or spreading the right message? We can help!
Close more Christmas light install jobs!
Whatever messaging you decide to use to convert prospects into holiday lighting clients, the urgency is what matters most.
Now, if you haven't started your holiday lighting services yet, don't panic. You can still have a great season ... but only if you act now.
Gather your resources, make a plan, and execute it with precision.
Plus, if nothing else, take this season to learn what you need to do to have a successful season next year, and work toward that.
Either way, here's to a happy holiday lighting season!
Originally published Nov. 26, 2019 2:00 PM