Released: September 17, 2024
In this episode, Marty Grunder, founder of Grunder Landscaping, shares how he scaled his company to $14 million by overcoming personal bottlenecks, focusing on sales training, and delegating effectively. He discusses the importance of trusting your team, developing leadership skills, and the power of authentic relationships.
“Success begins and ends with people. If you focus on building relationships and influencing others, everything else falls into place.”
— Marty Grunder
Here’s what we discuss in today’s episode:
- Guest Introduction: Marty Grunder, owner of Grunder Landscaping and founder of The Grow Group, shares valuable insights from his 30+ years in the landscaping industry and his experience as a coach.
- Growth and Leadership: Marty talks about transitioning leadership at Grunder Landscaping after 38 years, focusing on the critical role of stepping back and trusting his team to drive business growth.
- Family Motivation: Marty emphasizes how family plays a key role in fuelling an entrepreneur’s motivation and success, sharing his personal journey as both a father and a grandfather.
- Post-COVID Business Challenges: Marty discusses the current business climate, noting that while labour shortages were previously a challenge, today’s primary focus for landscapers is on generating sales.
- Sales Training Importance: Marty stresses the importance of professional sales training in the green industry and highlights how role-playing tough scenarios has been instrumental in growing his business.
- Delegation and Trust: A major theme is the power of letting go as a business owner and trusting your team with greater responsibilities, which ultimately leads to significant business growth for Marty.
- Authenticity and Business Development: Marty explains how focusing on what you excel at—such as business development—not only drives growth but also makes the work more enjoyable.
- Mindset Shifts: Marty shares how shifting his mindset to stop micromanaging and allowing his team to take control helps him focus on scaling the business.
- Practical Advice: For entrepreneurs feeling stuck, Marty recommends taking bold steps, such as temporarily stepping away, to empower the team and evaluate their performance.
- Recommended Resource: Marty suggests “How to Win Friends and Influence People” by Dale Carnegie, calling it a timeless resource on building meaningful relationships in both business and life.
Actionable Key Takeaways:
- Invest in Sales Training: Professional sales training and role-playing are critical to improving your team’s ability to close deals and handle challenging client situations.
- Focus on Business Development: Entrepreneurs should prioritize their strengths, such as networking and business development, rather than micromanaging daily tasks.
- Let Go of Perfectionism: Scaling a business requires letting go of control and allowing others to grow into their roles, even if mistakes are made along the way.
- Sales and Leadership Go Hand in Hand: Improving your sales process also enhances leadership skills, as both require clear communication, trust, and emotional intelligence
- Trust Your Team: Learn to delegate and trust your employees. Giving them responsibility not only helps the business grow but also fosters their development.
Resources Mentioned in This Episode:
- How to Win Friends and Influence People by Dale Carnegie
- The Grow Group Inc. (Marty Grunder’s coaching business)
Episode Transcript
Rob (00:00)
Hi, everyone, and welcome back to another episode of the I Am Landscape Growth podcast, where we explore the challenges and successes of the green industry with insights from industry leaders. I’m your host, Rob Murray, co-founder and CEO of Intrigue. Today, I’m thrilled to introduce Marty Grunder, owner of Grunder Landscaping and founder of The Grow Group. Marty has over 30 years of experience in the landscaping industry, and his perspective is unique because he’s both an entrepreneur and a coach. Marty, thanks for joining us.
Marty (00:17)
Of course, Rob. I’m delighted to be on your program. Thank you.
Rob (00:21)
What makes your perspective special is that you’ve spent decades growing Grunder Landscaping while also coaching others. We often interview either landscape business owners or coaches, but rarely do we get both in one person. You’ve been running Grunder Landscaping for over 30 years.
Marty (00:46)
Yes, I don’t run the day-to-day operations anymore. We have a president, Seth Flum, who’s been running it for the past two years, but I ran it for the first 38 years.
Rob (00:58)
That’s incredible. The transition you made to step back from operations is such a key part of growth, especially in the green industry.
Marty (01:09)
Absolutely.
Rob (01:11)
And now, you’re focused on The Grow Group, your coaching business.
Marty (01:17)
Yes, that’s right. We started The Grow Group, and it’s been a rewarding journey.
Rob (01:20)
I’m sure many of our listeners have heard you speak at various events or seen your work online, but for those who haven’t, could you give a quick overview of how you started Grunder Landscaping and transitioned into coaching?
Marty (01:44)
Of course. I started Grunder Landscaping 40 years ago to make money for college. Today, we’re about a $14 million company. In the last three years, we’ve tripled our size. When it comes to growth, I can tell you the biggest bottleneck was me. I was the one holding us back. That realization led to changes in my mindset and leadership approach, which is something I now teach through The Grow Group. I started the coaching business about 30 years ago, originally called Marty Grunder Inc., because winters can be slow in landscaping, and I wasn’t a big fan of snow work at the time. Now we do a lot of snow work, and it’s become an important part of our business.
Marty (02:56)
We have around 100 team members and focus on commercial and residential design, build, and maintenance. I’ve been married for 31 years, have four kids, and one grandchild with another on the way. So yes, I’m a grandpa too!
Rob (03:36)
That’s amazing! I’ve heard being a grandparent is one of the best stages of life.
Marty (03:45)
It’s wonderful. I’ve loved all stages of life, but being a grandparent is special. I get to spend time with my granddaughter tonight, and I can’t wait.
Rob (04:28)
I have young kids myself, and I’m in that magical window where they’re autonomous enough to hang out and still think I’m cool.
Marty (04:39)
That’s a great stage! Just be prepared for the teenage years when they might think you’re the dumbest person alive, but they come around eventually.
Rob (05:19)
I’ve heard that a true mark of success is when your adult kids still want to spend time with you.
Marty (05:30)
Exactly. Family is a big driver for many entrepreneurs. If you don’t have a strong “why” behind what you do, it’s hard to push through the tough times. For me, my family has always been a big part of my motivation.
Rob (06:27)
Well said. Running a business when it’s easy is one thing, but it’s when things get tough that we truly test our resolve. Speaking of challenges, what do you see as the biggest growth constraint holding green industry entrepreneurs back today?
Marty (06:54)
Right now, post-COVID, it’s sales. Many of the landscapers we work with at The Grow Group have stabilized their workforce, but sales are the challenge. During COVID, demand was so high that sales came easy. But now, people are getting more quotes, delaying projects, and the hustle to make sales is back. It’s important to remember the fundamentals—nurturing relationships, speed, and follow-through.
Rob (07:59)
It sounds like the pendulum has swung back to normal, where it’s not just about having the work but selling it effectively.
Marty (08:08)
Exactly. And those fundamentals, like calling people back and delivering great service, are still what set companies apart. It’s amazing how much work comes from simply doing what you say you’ll do.
Rob (10:45)
It’s those basic business principles that make a huge difference, and yet they’re often overlooked. Speaking of fundamentals, one thing I’ve noticed is that many in our industry have no formal sales training. Most have been trained in the technical aspects of landscaping, but very few have invested in learning how to sell.
Marty (12:24)
You’re absolutely right. Sales training is one of the most overlooked areas in our industry. We promote people to sales roles without any formal training, and then wonder why they struggle. At The Grow Group, we spend a lot of time on sales training, including role-playing tough scenarios. It’s been transformative for our business.
Rob (13:45)
I love that you mention role-playing because it can feel awkward at first, but once people get used to it, it becomes invaluable.
Marty (14:10)
Exactly. When people laugh and get into it, it becomes fun, but more importantly, it prepares them for real-life situations. We’ve seen tremendous growth since implementing this kind of training.
Rob (16:57)
That’s fantastic. You also touched on something earlier about bottlenecks and mindset. You realized you were holding the company back. How did you start to shift your mindset and trust your team more?
Marty (19:44)
I had what’s called imposter syndrome. I was traveling around the country teaching others how to grow their businesses, but I wasn’t growing my own. I saw other business owners trusting their teams and decided to take drastic action. I stepped away from the day-to-day for nine months, which forced my team to take over responsibilities, and that’s when the real growth began.
Rob (27:47)
That’s amazing. Once you stepped back, where did you start spending your time?
Marty (28:23)
I focused on business development, which is my strength. Instead of managing every detail, I spent time networking and building relationships, while trusting my team to handle the operations.
Rob (29:26)
And it sounds like that’s a lot more enjoyable for you as well.
Marty (29:28)
It is. I get to spend 80% of my time doing what I’m best at, and that’s been key to our growth.
Rob (32:47)
For those listening who are stuck in the weeds of their business, what advice would you give them to start letting go?
Marty (32:59)
You need to do something drastic. For me, it was stepping away completely for nine months. You don’t need to do something that extreme, but you have to trust your team and stop micromanaging. That’s the first step.
Rob (35:22)
I love that advice. Lastly, what’s a resource that has inspired you, a book, podcast, or something else, that you’d recommend to our listeners?
Marty (35:30)
I always recommend How to Win Friends and Influence People by Dale Carnegie. It’s a timeless book about the power of building relationships, and I read it once a year. It’s a great reminder to stay humble and take an interest in others.
Rob (37:55)
Thank you, Marty. If people want to reach out to you or learn more about The Grow Group, how can they connect with you?
Marty (38:04)
We’re active on LinkedIn, Facebook, and Instagram, or you can visit our website at growgroupinc.com. We also have a free weekly newsletter and a podcast called The Grow Show, where we release new episodes every Wednesday.
Rob (38:29)
That’s fantastic. Thank you again, Marty, for being on the show. I’m looking forward to our next conversation.
Marty (38:40)
Thanks, Rob. I’ve enjoyed it, and let’s definitely do this again.