Ask what job the yard is being hired to do
Use Jobs to Be Done questions to uncover the functional, emotional, and social job behind a landscaping request.
The move: sell to the progress, not the category. Jobs to Be Done is a discovery lens. It asks what progress a customer is trying to make in a specific situation. A person rarely wakes up wanting "landscape services" in the abstract. They want a property to do something for them. Functional job This is the practical task: stop erosion, reduce water use, make the entry easier to maintain, create shade, keep weeds down, prepare a rental between tenants. Emotional job This is how the customer wants to feel: proud when guests arrive, calm during storms, confident the HOA will…
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