by Andrew Pelkey
February 2025

As we enter the new year, it’s the perfect time to take a step back and reflect on the past season, while also preparing for the season ahead. One of the most critical tasks you should tackle early in the year is creating your sales budget and setting clear, achievable goals for both yourself and your team. Doing so will not only provide direction but also create a blueprint for success that will guide your landscape business throughout the year.

Why Create a Sales Budget? A well-constructed sales budget is essential for the financial health of your landscape company. It acts as a road map, helping you plan for expected revenue, monitor progress, and adjust as necessary. Setting a clear sales target helps you define your operational needs – whether it’s hiring additional crew members, investing in new equipment, or expanding your services.

Here’s how to approach building a sales budget for the coming year:

Review Last Year’s Performance. Take time to analyze your previous year’s numbers. What worked well, and where did you fall short? Look at your revenue streams – maintenance, design, installations, seasonal services – and identify areas of growth or decline. This will help you set realistic goals for the upcoming year.

Set SMART Sales Goals. Your sales goals should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). Rather than simply aiming to “increase sales,” set specific revenue targets for each service category, broken down by season. Be sure to base these numbers on realistic projections, taking into account your market conditions and available resources.

Factor in Seasonal Variations. The landscape industry is inherently seasonal, with fluctuations in demand based on weather and local market trends. Your sales budget should reflect these shifts. For example, winter snow removal services may generate substantial income during the colder months, but other times of the year may require more focus on lawn care, landscaping, or design/build services.

Plan for Profit. Your budget should not only focus on generating revenue but also on profitability. Review your costs, including labor, materials, equipment, insurance, and overheads, and ensure your prices reflect these expenses. Aim to achieve a profit margin that supports sustainable business growth.

Setting Team and Personal Goals. While creating your sales budget is crucial, the next step is to set clear goals for you and your team. Business growth relies not just on financial metrics but also on fostering a culture of excellence, communication, and innovation.

Team Goals. Engage your team in goal-setting by aligning their individual roles with your company’s larger objectives. Whether it’s improving customer service, boosting team efficiency, or reducing job completion time, involving your team in goal-setting helps them feel invested in the business’s success. Establish clear performance expectations and track progress throughout the year.

Professional Development. Consider professional development goals for both yourself and your employees. Enhancing skills through certifications, training, or industry seminars can increase your team’s capabilities and set you apart from the competition. Investing in employee growth also helps improve job satisfaction and retention rates.

Customer Satisfaction. Another key goal should focus on customer satisfaction. Look for ways to enhance customer service, whether through improved communication, faster response times, or offering new services. Satisfied customers are more likely to recommend your business to others, fostering organic growth.

The beginning of the year is an ideal time to set the stage for the months ahead. By creating a solid sales budget and setting both financial and team goals, you can position your landscape company for success. This process not only ensures you’re on track to achieve your revenue targets but also fosters a motivated, productive team environment. Stay proactive and aligned with your goals, and you’ll be well on your way to a successful and profitable season!