Good salespeople know how to guide customers through "sticker shock" and get them to make the investments they want to make in their landscape.
Here are some tips to increase your success of making the complete project sale:
Focus on Goals and Needs, Not a Budget Number. Find out as much as you can about what their goals are. How will the project enhance their enjoyment of the landscape and their home? Customers always have a sense of what they want and how they want it to look. Let them talk.
Make the Vision Tangible. The more that you can show samples, sketches, designs and other materials that bring the project to life, the more confidence you will build in the customers mind.
Be Up Front about the Investment. Great results come with a price. But they deliver satisfaction for years and years to come. Don't be shy about charging what you need to charge. Sell the results and the enjoyment they'll gain for years to come.
You Don't Need to Be the Low Price Guy. You never want to win the project purely by a low price. When the shock of needing to spend more than they expected comes (and many, many customers will spend more than they expected), they're more likely to turn to the contractor that they liked and trusted in the initial meetings.