Takeaways from On Tour with Rossen Landscape - The Edge from the National Association of Landscape Professionals

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Takeaways from On Tour with Rossen Landscape

Rossen Landscape’s visionary/CEO Jeff Rossen and Integrator/COO Jason Navon recently shared some of the inner workings of their company during the virtual On Tour event. To view the whole On Tour Video, click here.

Rossen Landscape is a $5 million firm specializing in high-end residential design and construction. They strengthen their reputation and earn loyal clients in the affluent Great Falls, Virginia, market by focusing on great processes and strong community marketing. Rossen and Navon’s goal is to grow as much as they can and stay at 12 percent net profit margin.

Using the Entrepreneurial Operating System

As the visionary for the company Rossen is looking at the business from 30,000 feet, while Navon implements his ideas on the ground level.

The company is broken down into 3 primary divisions operations, sales and finance. The foundation of the business has been established on the Entrepreneurial Operating System (EOS.) A consultant helped them implement it around five years ago.

It is a system that brings together every function of the business and allows them to all work seamlessly together. EOS also helps create processes for every facet of the business. This is beneficial for onboarding new employees as well.  

Rossen says having everything documented saves them from having to solve the same problems over and over again. Want to learn more about EOS? Don’t miss the webinar on Oct. 7 which will cover this holistic business framework.

Offering a Boutique Experience

The company services 120 maintenance clients on a weekly basis. They seek to offer their clients a boutique experience. While the headquarters is in Stirling, Virginia, the sales staff runs out of Great Falls, located in a village center. Rossen says it happened organically when they saw a ‘for rent’ sign in the village.

“I got to thinking, ‘Man what if we had a presence in this village,’” Rossen says. “I was thinking we would just have it as a place to bring clients to present contracts, and go through designs and proposals and have all of our materials here to be able to show them to the clients. We finally just said ‘Hey let’s just move the whole sales team into the village.’”

Now the company gets walk-ins where customers can see what they’re working on and others recognize the name from seeing the company trucks around and want to learn more.

The team is committed to and listens to the clients. Client relationship managers (CRMs) are in the field giving face-to-face interaction with the client regularly. At the initial meeting, CRMs do a walkthrough with the client and strive to record as much information as possible, such as if they have children or prefer not to be serviced at a specific time.

Their primary role is to conduct site audits. The CRMs have a strong horticultural background so they can diagnose plant problems and treat them correctly. The CRMs serve as the bridge between maintenance teams and the customer.

“They’re going to go out to the site and spend somewhere between 30 minutes and 45 minutes looking at every nook and cranny of the job and they’re going to inspect,” Rossen says.

Rossen says they’ll look at everything from irrigation to drainage to pruning. CRMs also do small touches such as placing on the porch a basket of vegetables picked from the garden or bringing clients a bouquet of flowers.

Four Uniques

The company follows four uniques: creative solutions, quality craftsmanship, comprehensive services and a passionate team.

Rossen says he likes for his team to think outside the box and create something that hasn’t been done before. He doesn’t want customers to consider their designs are cookie cutter. Quality craftsmanship is what their clientele demand. Comprehensive services mean they will take care of all their client’s exterior needs. However, Rossen says not every client is a perfect fit for the company.

As for the passionate team, Rossen says they like to hire people who are passionate for the industry or what they do every day. One of the company’s core values is relationships. Navon says if they don’t have good relationships and teamwork internally their clients won’t feel the love.

The company staff does events together such as hiking trips, and there is a strong camaraderie because everyone is passionate about what they do. Rossen says they make an effort to connect with their employees on the family level and it pays off on the business level. He says families appreciate knowing the company cares for them.

The company also tries to surprise and delight both their employees and clients several times a year. For clients, it could be a pumpkin and note in the fall. For employees, they gave them a cooler bag full of goodies such as board games, frisbees, and water guns this year since their traditional pool party was canceled.

“Those little touches go a long way,” Rossen says.

Stay tuned for more information about the next On Tour event.

Jill Odom

Jill Odom is the senior content manager for NALP.

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