Oliver runs a small landscaping business, offering services like garden design, seasonal maintenance, and lawn care. He’s built a solid reputation in his local area, but as he considers ways to grow his customer base, he starts thinking about his pricing. Currently, he charges per job, setting a fixed price depending on the service. But with competition rising, Oliver wonders if there’s a better way to approach pricing that would help him attract new customers without sacrificing his quality or reliability.
One afternoon, as he’s preparing quotes, an idea comes to him: could adjusting his pricing model make his services more accessible and appealing? Inspired, Oliver decides to explore different ways to structure his prices, hoping to find a model that aligns with his customers’ needs and helps him stand out.
Offering a Subscription-Based Model
Oliver starts by thinking about his regular customers, the ones who hire him every season to keep their gardens looking fresh and tidy. He realises that instead of having them book each service individually, he could offer a subscription model. This would allow clients to pay a fixed monthly fee for ongoing maintenance, giving them peace of mind and predictable costs.
He puts together a few subscription options, ranging from basic lawn care to full seasonal upkeep, where he’ll visit regularly to handle weeding, pruning, and other essentials. The response is immediate—many of his regulars appreciate the convenience, and new customers see it as an easy way to enjoy a well-kept garden without the hassle of scheduling. For Oliver, this model provides steady, predictable income, and for his customers, it’s a reliable service they don’t have to think twice about.
Introducing a Tiered Pricing Structure
To cater to different budgets, Oliver also considers introducing a tiered pricing model. Instead of a one-size-fits-all quote, he creates three service levels: Basic, Standard, and Premium. The Basic level covers essential maintenance, the Standard level includes additional services like fertilising and hedge trimming, and the Premium package offers full landscaping services, including custom garden designs and seasonal plantings.
By giving his customers options, Oliver finds that he’s attracting a broader range of clients. Those with smaller gardens and budgets appreciate the flexibility of the Basic level, while clients who want a more tailored service are drawn to the Premium package. This tiered approach lets each customer choose what best fits their needs and budgets, without feeling pressured into services they don’t want or need.
Experimenting with Seasonal Discounts and Bundles
Oliver also realises that many people think of landscaping as a seasonal service, something they might only need in spring or summer. To encourage year-round engagement, he decides to offer seasonal discounts and bundles. For example, in autumn, he introduces a “Prepare for Winter” bundle that includes garden tidying, mulching, and protecting delicate plants from the cold. In spring, he offers a “Garden Revival” package, which includes soil conditioning, planting, and lawn reseeding.
These seasonal bundles create a sense of timeliness and value, encouraging clients to see landscaping as an all-year necessity, not just a one-time job. Oliver finds that many of his clients appreciate the clear focus and value of these bundles, and he sees an increase in off-season bookings as a result.
Offering Pay-As-You-Go for Flexibility
For customers who aren’t ready to commit to a subscription or package, Oliver introduces a pay-as-you-go model. Clients can book services as they need them, with transparent pricing and no obligation. This flexibility appeals to customers who want to test his services first or who may only need occasional help.
Although this model doesn’t bring in the consistent income of subscriptions, it gives new customers a way to try his services without commitment, building trust and familiarity. Many of his pay-as-you-go customers eventually upgrade to his packages or subscriptions, appreciating the level of care and quality he brings to each job.
Finding the Right Balance for His Business
By offering multiple pricing models—subscriptions, tiered packages, seasonal bundles, and pay-as-you-go—Oliver finds he’s able to meet a variety of customer needs, bringing in both new clients and additional business from existing ones. His flexible approach also makes customers feel valued and respected, as they can choose the service that truly fits their lifestyle and budget.
These models do more than just increase his revenue; they create a relationship with his customers built on choice, transparency, and flexibility. His clients trust that he’s not trying to upsell or push unnecessary services, and as a result, they’re more likely to stay loyal and recommend him to others.
Why Effective Pricing Models Matter for Small Businesses
Oliver’s journey shows that pricing isn’t just about setting a number; it’s a way to create value and build customer relationships. For small businesses, an effective pricing model can be the difference between a one-time sale and a long-term customer. When customers feel they’re getting real value and flexibility, they’re more likely to choose your business and return time after time.
For small business owners, experimenting with different pricing structures can open up new opportunities for growth. It’s about understanding what your customers value, offering them choices, and finding a model that works for you and them alike.
Want to find the right pricing model for your business? Mark A Preston, an experienced Customer Growth Coach & Speaker, can help you design a pricing approach that attracts and retains customers. Contact Mark today to learn how effective pricing can drive growth and build loyalty.
