Jack Fredericks left a well-paid sales manager role to build a Jim’s Mowing franchise around lifestyle.
He focused on quality over quantity, premium pricing, and a strong rapport at the quote.
The result is a growing client base, better hourly earnings, and more control over time.
Introduction
In this Jim’s Podcast episode, Joel Kleber speaks with Jack Fredericks from Deception Bay, Queensland.
Jack started his Jim’s Mowing franchise in October 2024, aged 27.
He shares how sales skills can lift conversions without racing to the bottom on price.
Why Did Jack Leave A Sales Manager Role For A Jim’s Mowing Franchise?
Jack says the money in his old role was great, but the hours and weekends were heavy.
He wanted control and the ability to build work around life.
That goal reflects a wider reality for many workers.
Australians travelled an average of 16.5 km to reach their workplace in the Census commuting data.
What Did Jack Focus On In His First Months Of Business?
Jack chose quality over quantity from the start.
He researched heavily, joined industry groups, and listened to podcasts before launching.
What his business looks like now:
- Around 35–40 regular clients with different service frequencies
- A mix of mowing and hedging as the core focus
- Selected gardening jobs while building skills and confidence
“Working for more, not for less.”
What Problem Was Jack Trying To Solve For Customers?
Many customers want more than a quick cut.
They want reliability, confidence, and a professional who explains value.
Jack targets clients who care about outcomes, not just the lowest price.
What that looks like in the real world:
- Premium options for customers who want a “complete package.”
- Advice-led service, not a silent in-and-out visit
- Clear expectations, especially during quoting
How Did Sales Skills Help Jack Improve Conversions?
Jack says rapport is the advantage most operators skip.
He avoids transactional openers and tries to earn attention early.
Rapport tactics Jack recommends:
- Start with an observation, not a price discussion
- Comment on something visible: a plant, car, flag, or yard feature
- Build a real interaction before measuring the job
“You don’t want it to be transactional.”
How Did Jack Handle Price Objections Without Discounting?
Jack uses value selling and positions himself as a premium service.
He says a lower conversion rate can be intentional when you price for the right clients.
How he frames value instead of cost:
- Explain what the service delivers, not just what it includes
- Link outcomes to the customer’s life, like kids playing on the lawn
- Use observations from the yard to make the offer feel relevant
“Talk less about the price and more about what that service is going to deliver.”
How Can Franchise Owners Use Product Knowledge To Earn More?
Jack calls product knowledge “low-hanging fruit” for most operators.
He believes deeper knowledge helps you identify problems and offer better solutions.
What he’s doing to increase capability:
- Completing a Cert III in Horticulture through Jim’s training
- Learning grasses, common issues, and treatment options
- Building confidence to serve premium gardening clients
What Equipment Choices Did Jack Make For A Strong Start?
Jack went with commercial-grade Stihl handheld gear and Bushranger push mowers.
He says extra power mattered because the Brisbane conditions were wet.
Key equipment points he mentioned:
- Bushranger 21-inch self-propelled mower with a 196cc engine
- Ride-on mowers to bridge the gap before larger upgrades
- Safety-first choices for hedging, including platform ladders
What Were Jack’s Biggest Challenges Early On?
Jack faced setbacks that many new operators will recognise.
His Ute failed before launch, and cash flow pressure showed up fast.
Challenges he highlighted:
- Vehicle issues and financing hurdles with an ABN history of under 12 months
- Late payers and non-payers are affecting small businesses’ cash flow
- Physical adjustment, including trigger finger and muscle fatigue
HowTo: A Simple Premium Quote And Rapport System
Step 1: Open With An Observation
Mention something specific you noticed, not the job details.
Step 2: Ask Outcome Questions
What do they want to feel after the job is done?
Step 3: Identify Problems And Name Them
Point out weeds, lawn issues, or garden needs with clear language.
Step 4: Present A Premium Option First
Frame it as the best long-term result, not the most expensive choice.
Step 5: Value-Sell Through Their Priorities
Link outcomes to kids, pets, time, or lifestyle.
Step 6: Offer A Clear Next Step
Simple acceptance, scheduling, and payment expectations.
What Marketing Worked Best For Jack Locally?
Jack did the basics early, including leaflet drops and real estate introductions.
But he says his biggest marketing lever was local networking through BNI.
What he got from networking:
- Direct client referrals
- Faster access to trusted services like accountants and finance brokers
- A steady pipeline beyond standard lead flow
FAQ
What Is A Jim’s Mowing Franchise?
It is a lawn and garden service business operated locally with Jim’s training, systems, and brand support.
How Many Regular Clients Did Jack Have Early On?
Jack said he had about 35–40 regular clients with different job frequencies.
How Did Jack Handle Customers Who Said Another Quote Was Cheaper?
He focused on value selling and outcomes, not discounting to win price shoppers.
Why Is Product Knowledge Important In Lawn And Garden Services?
Jack says it helps you identify problems, explain solutions, and confidently offer higher-value work.
What Was Jack’s Biggest Early Challenge?
He pointed to vehicle setbacks, cash flow management, and the physical adjustment to the work.
Key Takeaways
- A Jim’s Mowing franchise can offer control when you build work around life.
- Premium pricing can be intentional when quality is the strategy.
- Rapport at the quote helps you stand out without hard selling.
- Value selling works best when tied to the customer’s real priorities.
- Product knowledge and horticulture training can lift revenue potential over time.
Want to hear Jack’s full story?
Watch the full podcast episode to hear how Jack Fredericks used sales skills to build a premium mowing business with more control.
Interested in starting your own lawn mowing business?
Learn more about joining Jim’s Group at jims.net or call 131 546 today.