Hope Is Not a Sales Plan

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Episode #189: Setting a sales goal is easy. Building a plan to actually achieve it? That’s where the real work begins. In this bonus episode of The GROW! Show, Marty Grunder breaks down how landscape professionals can build a realistic, actionable sales plan for 2027, and why simply hoping for more revenue isn’t a strategy.

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Key Learnings

Hope Is Not a Sales Plan. “We want to grow 10% next year” and “we want to do $8 million” aren’t plans. They’re wishes. Every number needs a compelling reason behind it.

Start With the Financial Plan. More sales don’t automatically mean more profit. You can grow yourself broke. Decide what kind of company you want to build first, then back into the revenue.

Break the Big Number Down. A $5 million target isn’t one giant number. It’s recurring maintenance, renewals, enhancements, backlog, snow, and only then truly new business. Make the number smaller, visible, and someone’s responsibility.