Fullerton Unfiltered, Episode 931: "Stop Selling Revenue. Start Selling Profit!"

Host: Brian Fullerton
Date: February 23, 2026

Episode Overview

In this episode, Brian Fullerton delivers a concise, actionable solo talk aimed at landscaping and lawn care professionals navigating spring renewals and estimates. The central theme is reframing sales focus from top-line revenue to bottom-line profit. Brian shares three strategic tips for creating and presenting estimates, structuring service packages, and cultivating a profit-driven mindset. The tone remains practical, direct, and rooted in real-world business experience.

Key Discussion Points & Insights

1. Spring Renewals and Estimate Strategy

• Context: Spring brings hundreds of thousands of dollars in renewals for Brian’s own business, prompting a strategic review of how estimates are built and presented.
• Insight: Don’t reflexively repeat last year’s packages. Instead, optimize offerings based on what the customer actually wants and what makes you profitable.

Notable Quote

“Let’s make sure that we are pricing our packages with the most effective pricing strategy and service strategy that the customer is actually looking for.”
— Brian Fullerton (02:45)

2. Optimize Your Service Packages

• Core Tip: Reduce friction and confusion by giving customers only two options:
  • A basic, core maintenance package
  • An enhanced version with a few additional services
• Rationale: Overcomplicated or bloated packages price you out of deals; meanwhile, large competitors win by quoting only the essentials and upselling later.

Notable Story

Brian lays out a scenario:

“We come in with, you know, 28 weeks of mowing, spring and fall cleanups, one or two prunings, five rounds of fer, irrigation startup and blowout, of course, the mulch… and we come in at, you know, $10,000 or $11,000 bucks and we don’t get it, and we don’t get it year over year… The big guy in town and the biggest companies nationally go for the core package. So they’ll do the 28 weeks of mowing… a spring and fall cleanup, and usually that’s about it.”
— Brian Fullerton (05:10)

• Competitive Reality:
  • Large competitors strip down their bids to secure the contract, then upsell add-on services later—often landing close to or above what a comprehensive bid would have cost.
  • Local businesses must learn to play this “game” to remain competitive without compromising ethics or profitability.

3. A la Carte & Add-On Services

• Practical Approach:
  • Present a clear, basic contract.
  • Offer additional services (weeding, mulch, pruning, irrigation) as clearly priced add-ons — either per visit or per season.
  • Let the customer select only what they actually want.

Notable Quote

“We found a lot of success in lately telling our clients, ‘Here’s the core contract… and then, here’s additional services — you can let us know if you want to opt in.’”
— Brian Fullerton (09:11)

• Implementation Tip:
  • Use proposal/estimate software (e.g., LMN, Jobber, SynkedUp) to structure core and optional services efficiently.

4. Mindset Shift: Don’t Sell Revenue, Sell Profit

• Crucial Mindset:
  • Stop chasing top-line revenue numbers.
  • Use analysis tools to assess gross and net profit before submitting bids.
  • Focus on revenue per hour and true margins.

Notable Quotes

“We don’t sell revenue, we sell profit. Now I know that might be like a shock to some folks out there in a dirty word, but the reality is we’re in business to make money.”
— Brian Fullerton quoting Mark Bradley (12:06)

“Not all revenue is created equal. Ten grand account with 10% net or a ten grand account with 20% true net are wildly different.”
— Brian Fullerton (13:09)

• Takeaway: Before submitting any estimate, run it through your software’s analysis tools to ensure it meets your profit benchmarks.

5. Tools, Practical Examples, and Industry Realities

• Man-Hour Rates:

  • Smaller businesses may have man-hour costs in the mid-$60s; large companies occasionally bid as low as $40–$50, but recoup profits from add-ons.
  • Be aware of this “inside baseball” and adjust accordingly without compromising your own margins and principles.

• Know Your Numbers:

  • Use calculators and estimate analysis tools to set proper man-hour rates, recover overhead, and ensure profitability.

• Delivering Options:

  • “Even on the inquiry, when they’re reaching out on the website, on your submission form…before you just start throwing up on them with a quote, say, ‘Hey, what do you need, exactly?’ And if they don’t know, you lay out your core package and optional add-ons.” (10:24)

Key Timestamps

• 00:22 — Episode intro & context for spring renewals
• 03:45 — Tip 1: Building packages the right way (core vs. overloaded)
• 07:20 — How big companies structure their bids and why they win jobs
• 09:11 — Tip 2: How to use a la carte add-ons and transparent pricing
• 11:40 — The importance of quoting for profit, not just revenue
• 12:06 — “We don’t sell revenue, we sell profit.” (Quote from Mark Bradley)
• 13:09 — “Not all revenue is created equal.”
• 14:00 — Action steps: Check your proposals before submitting
• 14:30 — Teaser for more content on boosting profits–without adding labor or equipment

Memorable Moments

• Brian’s repeated emphasis:
  • “I’m not telling you what to do or how to bid. I’m telling you what we’ve done… We’ve thinned it out. We’ve given our customers two different options.” (07:55)
• Reality-check for listeners:
  • “Welcome to the world of entrepreneurship. You can complain or you can just understand how the game is played and adjust accordingly.” (08:36)
• Call for feedback:
  • Brian invites the community to share their own tips and experiences with estimates and renewals.

Action Steps for Listeners

• Review your current spring renewal estimates—can they be simplified into core and add-on options?
• Run every bid through your analysis tool or calculator before sending, focusing on revenue per hour and target gross/net margins.
• Clarify communication with prospective clients: Don’t overwhelm, empower with clear, simple choices.
• Don’t chase revenue for its own sake; focus on packages, pricing, and processes that maximize real profit.

For more resources, tools, and in-depth guidance, check out launchpreneuracademy.com.

“You have to put your business owner hat on… Don’t just be so excited about submitting bids, if you’re bringing your man hour revenue per hour below, you know, 90 or so, it’s going to be very hard for you to make some gross profit and net profit.”
— Brian Fullerton (14:10)

Listeners are encouraged to revisit these fundamentals and adapt their approach as they move into the busy season, ensuring sustained business growth and profitability.

*End of summary.