Landscape Design Company

To charge or not to charge for landscape design work? I absolutely LOVE this topic, unlike most landscape contractors who would rather discuss the latest model of skid steer rather than discuss charging design fees. As design/build professionals we MUST charge for our design work. I'll explain why in a moment.

But first, let's talk about two distinct types of landscape companies-"Design Driven" companies and "Sales Driven" companies.

I define "Design Driven" companies and landscape designers as those who put the design above all else. This is the company who strives to exceed the clients' expectations by providing appropriate solutions to the stated concerns and problems. By "appropriate solutions", I'm referring to solutions that are best for the CLIENT, not the company.

Landscape design professionals deserve to be paid a fair fee for their design time, creativity and expertise. Enough talk about how a design should be treated as a "Sales Tool" and given away. Each time I hear this, I just want to slam my head against one of the numerous segmental retaining walls that dominate our landscapes.

I consider there to be 9 reasons why we must charge for our landscape design work, but in this article I will only cover one concept which I refer to as "The Upward Spiral". I coined this term to describe the effect on a company, or landscape designer, when a commitment is made to becoming design-driven. This commitment, plus the ensuing convergence of 4 factors, all amplifying each other, creates a spiral upward.

The 4 factors are:

1. Charging a design fee (congruent with your present skill level)
2. Increasing confidence
3. Growth in landscape design skills
4. Higher level of clientele

Each of these factors affects the other. For example, when a client compensates you for your design expertise, they are displaying confidence in you. This show of confidence, trust and respect naturally leads to higher confidence in yourself. With this increased personal confidence, you inevitably become a better designer with a growing skill set. As your skill set and talent level increases, the level of your clientele increases as well. As your level of clientele increases, your landscape design fee increases. This chain of events and "upward spiral" go on and on and on...

This "upward spiral" starts with a commitment. You must be committed to charging for your work. If a prospect doesn't want to compensate you, then you walk away. You must be committed to growing your design skills by furthering your education, visiting great works by others and by stretching your creativity beyond the industry norm.

Ask yourself--"Are you a design-driven company or a sales-driven company"? Get onboard the "Upward Spiral" and take the first step by charging a fair landscape design fee for your time. If you continue to "give away" your talent, you lose the trust, respect and confidence that come with being viewed and treated as a professional. Without this, what is your incentive to improve and grow as a professional landscape designer or design/build company?

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