| Making an edging sale is often a missed opportunity for landscape contractors. One reason is that landscape edging may be considered an unnecessary option, either by the client or even the landscaper. But that couldn’t be further from the truth, some contractors say. Selling edging is not only a profit booster, but it’s an investment in the overall project. In fact, many say that edging isn’t just an add-on to the job – it’s a necessity. “The biggest reason why edging is so important is that I feel one of the most critical functions of a landscape is a nice flowing line or a nice straight line,” says Brian Diemer, co-owner and vice president of Everett’s Landscape Management in Grand Rapids, Mich. “I believe that a well-designed line really makes or breaks the overall project. It can simplify your project, but if done incorrectly, it can also make the project look messy and confusing. When I design something, I’m very particular about how the line is drawn and the right edging helps achieve that.” When selling a landscape project, it’s important to educate the customer on the fact that good quality edging will help retain the beautiful design that they just invested in. Position it as an investment in your investment. “I always try to educate customers on the importance of edging and the many benefits it will provide to their landscape from cutting back on maintenance costs to adding to the visual appeal of their overall landscape,” says Ryan Davis, landscape architect of Fuerbringer Landscaping & Design in South Bend, Ind. Davis says he always includes edging in all of his landscape designs unless a client specifically requests a space-edge instead. The proper use of edging will also ensure that the original design is preserved for the long haul. “When my crew installs the edging, they are installing the very line that we just designed and the edging ensures the integrity of that line will always be maintained,” says Diemer. “If you don’t have the edging, grass and weeds are going to change that line over time.” The easiest way to market and educate on the importance of edging is with good pictures, says Diemer. Photos can always help sell the job. “Make sure you have good pictures that show a nice straight line or a nice curved line and explain how edging helped achieve that,” Diemer adds. Besides the fact that edging is an essential structural component in landscape design, it is also a revenue generator. The sale and installation of a quality landscape edging represents an excellent opportunity to produce additional revenue. And while it’s most often sold as part of an overall job, edging can also be sold as a stand-alone project for enhancement work. Diemer says they do sell pieces of edging or may do edging to help restore an existing bed, but typically their edging sales are part of an overall project. Like Davis, edging is something that Diemer always designs into his jobs. Of course there’s more to selling the idea of edging. The key is convincing the customer that quality edging material is necessary to receive all of the benefits edging can offer. “If you use plastic edging, it can warp,” Diemer says. “Some products are not as uniform or easy-to-use, so finding a good quality product is important. You want something that will really hold up. When you use good quality edging and install it properly, you’re able to see the project from the road. That nice sharp bed-line really defines the space and makes a great presentation.” Still, some homeowners may pressure their contractor to install a cheaper product. This is when education becomes critical. The plastic edging sold at big-box stores can crack, separate at the joint and come out of the ground after just one season. Though the tough economic times have made landscape jobs a bit harder to find overall, Diemer says that it hasn’t affected the sales of edging. Customers realize it’s a necessity. “It’s really a crucial part of the overall project so it’s still an easy sell once you get the job,” he says. “Customers do understand and appreciate the value of good edging once you design their project. They want to maintain that design.” In the end, edging is not only a necessity to the project – it’s also the icing on the cake. It’s going to help make your project look its best. Davis adds, “When edging is installed properly within the landscape, it gives the project a much more finished and professional look.” The author is a frequent contributor to Lawn & Landscape. |
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