The Overlooked Strategy That Keeps Landscaping Clients Coming Back

Most landscape companies invest in equipment, operations, and sales, but account management keeps those investments paying off. If your account managers aren’t trained or provided regular refresher training to retain clients, drive enhancement sales, and strengthen relationships, you’re leaving money on the table and giving competitors an opening.

That’s like signing up for an Ironman race with no training plan. Sure, you might have natural ability, but without structured preparation, coaching, and discipline, you’ll never reach peak performance. Coaches are constantly observing, refining, and tweaking techniques. 

The Roadmap to Success

In The Ironman Mindset for Entrepreneurs, I emphasize the importance of a game plan—whether in sports, business, or leadership. Success in account management is no different. Just like in an Ironman race, the best account managers train for success by developing:

1. Vision: See Beyond the Next Sale

Good athletes don’t just focus on the next mile—they pace themselves for the long haul. A good account manager doesn’t just close deals; they nurture relationships, anticipate client needs, and create long-term value. Without vision, they’re just reacting instead of leading.

2. Strategy: Work Smarter, Not Harder

Ironman training is built on structured workouts—interval runs, recovery rides, and planned nutrition. The best account managers work with a proven playbook:

• Client check-ins aren’t random—they’re scheduled and purposeful.
• Follow-ups aren’t reactive—they happen before the client calls.
• Upsells aren’t aggressive—they’re solutions that create value.

3. Discipline: Show Up Every Day

Discipline is what separates an elite athlete from an amateur. In account management, discipline looks like this:

• Keeping detailed notes so you don’t ask the same question twice.
• Sending a follow-up email after every client meeting—even if nothing major was discussed.
• Tracking client satisfaction the same way you track operational efficiency and sales.

4. Coaching: The Power of Training

Even world-class athletes have coaches. Why? Because self-taught success has limits. Businesses that invest in structured training for account managers—not just sales reps—see massive payoffs in client retention, revenue, and internal efficiency.

The Hidden Cost of Not Training Your Team

A few years ago, I saw a multimillion-dollar landscape company lose one of its biggest clients. Why? Not because of poor service. Not because of pricing. The client walked out because their account manager failed to maintain the relationship.

• Calls went unanswered.
• Issues weren’t addressed proactively.
• The competition stepped in with better communication.
• Proactive solutions or enhancement ideas were not offered.

The company scrambled to recover, but it was too late by then. A trained account manager could have prevented this.

The actual cost of not training isn’t just losing one contract—it’s the long-term damage to your brand and revenue.

How Businesses Can Train Account Managers for Success

The solution isn’t complicated, but it requires commitment. If you want your team to succeed, treat them like Ironman athletes—equip them with a plan, train them consistently, and track their progress.

1. Audit Your Account Management Process

Take a hard look at your current system. Are account managers:

• Proactively engaging clients or just reacting to problems?
• Using a structured system for follow-ups, renewals, and upsells?
• Tracking client satisfaction beyond just retention?

2. Invest in Training & Coaching

Every great athlete has a training plan—and so should your account managers. Programs like NALP’s Account Manager Excellence and Wilson360’s account management or operational excellence training help them develop skills in:

• Client relationship-building
• Strategic upselling —reminders that they are investing in an ‘asset’. 
• Problem-solving before issues escalate

3. Set KPIs & Hold Account Managers Accountable

If you don’t track progress, you won’t improve. Set clear performance metrics like:

• Client retention rate
• Revenue from enhancements
• Customer satisfaction scores

The best teams don’t just train—they measure and adjust. This is a continual process and is best done during renewal season, over the winter months. 

Final Thoughts: Be the Business That Wins

An Ironman competitor doesn’t cross the finish line by accident—it takes planning, resilience, and discipline. Account managers don’t become high performers without training, mentorship, and a clear strategy.

At Wilson360, we train leaders to win—on job sites, in client meetings, and in the field. A high-performing account manager doesn’t just manage clients; they drive retention, growth, and profitability. Give them the training they need, and they’ll give your business a stronger future.

Want to build a stronger account management team? Wilson360 can help. Let’s talk.

About the Author 

Serial entrepreneur, author, podcaster, and Ironman athlete Robert Clinkenbeard is CEO of green industry consultancy and peer group organization Wilson360. Connect with Robert at Robert@Wilson-360.com.