When it comes to marketing your commercial landscaping franchise, Paul Wania gets it. Having successfully started multiple businesses of his own in a variety of industries, Wania understands the unique challenges that come with entrepreneurship. He has learned that no matter the product or service, laying the right foundation during the startup period and having a roadmap are crucial to success.
Today, Wania is bringing his experience and business acumen to his role as a sales coach, helping new U.S. Lawns franchisees get their businesses off the ground quickly. “By leveraging the experience of U.S. Lawns’ proven business model, the learning curve is shortened,” explains Wania, “You have the tools and support to get you up and running quicker. There is a roadmap that accelerates the path to success, something that you don’t have when you go into business alone. You just have to follow it.”
Highly Personalized Support
The support Wania provides is highly personalized according to each franchisee’s strengths and weaknesses. After new franchisees complete their initial training, Wania meets them in their territory and provides hands on sales support. “Marketing your commercial landscaping franchise is important. Before a new franchisee leaves training, the Direct Sales Dial-Up Team jumps into action and makes as many appointments as possible with potential customers in their territory. I then help them continue these prospecting activities, with bidding jobs, and with making revenue projections,” he says. “We work on getting franchisees up to two full trucks as quickly as possible and aim for them to graduate from the development team in no more than 18 months. These may sound like aggressive goals, but they are attainable and I am dedicated to help them get there.”
Wania goes on to say, “The tools are all there, I just make sure new franchisees know how to use them effectively. You don’t need landscape experience to be successful. Being business and growth minded is much more important.”
With his experience helping many business-minded U.S. Lawns franchise launch their businesses, Wania says, “Bringing effort and the right attitude makes all the difference. They need to be driven but also have patience. Everything they need to be successful is there, they need to have the willingness to follow it.”
Overcoming Early Challenges
Wania sees two problems new franchisees often run into when first starting out. “The first is not asking for help. It is important for franchisees to ask for help. A lot of people who want to be business owners are used to doing it themselves. With U.S. Lawns you don’t have to. The second problem is not getting off the mower. I sometimes need to remind new owners they need think of their business from a higher level. They can’t be spending all their time doing the mowing, they have a crew for that. Their job is to manage from a higher level and look at the bigger picture. A growth mindset is important.”
Interestingly, another common problem Wania sees is a fear of growing. “One thing I see hold some business owners back is fear of growing beyond what they can maintain. U.S. Lawns has a roadmap to show you where you need to grow next. By following the course syllabus, you can grow in a way that is sustainable and you have the tools, support and vendors already in place to keep you going to the next level. Your growth potential is unlimited when you do it the right way.”
Power of the Network
In addition to the expertise and resources that come with the brand, Wania says the power of the network is an incredible resource new franchisees gain. “When you become a U.S. Lawns franchise you become part of family. You are not just a number here. The power of the network is on your side. You have built in peers and mentors. The culture of competitive camaraderie pushes you to always be growing and reaching for that next level.”
One of the most rewarding parts of Wania’s job is seeing a new franchisee’s business take off. “I take the time to understand each new franchisee’s why; why they got into business for themselves. This is about creating a lifestyle rather than a job. Some people come to U.S. Lawns because they hit a ceiling in their old career. They want to be their own boss. Seeing them achieve that it amazing,” he says.
Wania concludes, “Starting any new business can be overwhelming at times, but with U.S. Lawns, the path is set. The brand provides the support, training, and tools needed to grow. If you stick to those the rest flows and you will grow. U.S. Lawns has over 30 years industry experience. They have the right people in place and tremendous resources to leverage to set their franchisees up for success. And they are always finding the best way to do this. I am here to say ‘Follow me. We are going to do big things!’”
