Step by step instructions on how to price your services to make sure you aren't underpricing.

1. Are You
Pricing For
Profits or
Pricing From
Fear?

2. All of us want to make more money,
but many of us connect being busy with making
more money.
The key is in how we price our services.
Learn how to price mowing when you don’t know how to price!

3. Correctly pricing your
lawn care services
can end up boosting
your yearly revenue
by more than
$60,000.
Two ways to maximize your mowing profits.

4. 1. Scope out your market
• Who are your clients and what can they afford?
• Who are your competitors and what do they
charge?
• Will your clients pay more for higher quality work?

5. The first question is the most important.
You can tell if your clients are
wealthy, but that doesn’t mean they
are willing to pay high prices for
high-quality lawn care.

6. Knowing your market is the most
important part of pricing.

7. If you can’t get
answers, take
the time to
interview a few
of your clients
that you know
will be honest
with you.

8. 2. Calculate your expenses
• Employee Wages
• Material Costs
• Overhead Costs

9. Employee wages are how much you
pay your team for each job.

10. You might
charge your
clients by the
square foot or
by the hour. But
you will always
pay your
employees for
their time.

11. Use time tracking tools to keep track of
your employees’ time, which also allows
you to track your wages cost.
Learn how to figure the most important number in your business.

12. Material Costs are things like
your mowers, blades, mulch,
and edgers.

13. Keep track of your inventory, and
you’re well on your way to keeping
track of your expenses.

14. Overhead costs are the
operational costs that don’t
directly make you money.
• Fuel
• Uniforms
• Office staff
• Office supplies
• Utilities
• Marketing

15. To figure your pricing per service:
• Add the employee wages and materials costs for
that service for a month
• If that service takes 75% of your employees’ time,
add in 75% of the monthly overhead costs
• Total the time all jobs of that type took for the
month.
• Divide the total of all the expenses for this service
by the total time the jobs took.
• This gives you a break even cost per hour for that
service

16. Repeat for each service until you know
how much each is costing
you per hour.

17. Since you know how long most jobs take,
you can figure out whether you are pricing
to make money or not.

18. You might find
that some jobs
won’t profit
unless you
charge absurdly
high rates.
Learn how to raise prices
without losing customers.

19. Cut any services losing money
until you can do them efficiently
and profitably.

20. Your employees
will have more
time to perform
better-paying
services, which
will help you
grow faster.

21. Learn from your mistakes.
Example: After figuring out his expenses, one
owner discovered that he wasn’t charging
nearly enough to cover his overheads. So, he
increased his
prices by almost $10, which made a
drastic difference. In fact, after that year, he
discovered his business earned more than
$60,000 from that price increase alone.

22. Calculate your expenses, know your
market, and learn from your mistakes:
these are the keys to getting your prices
just right.
Learn more about how to price your services.

23. Service Autopilot has many tools to
help you track your expenses.