From Corporate Sales to Cutting Grass: Jack’s Bold Career Shift to Jim’s Mowing
At just 27 years old, Jack has already made a major career pivot that’s paying big dividends.
After spending most of his professional life in high-powered sales roles, he decided to ditch the corporate grind and take a chance on a Jim’s Mowing franchise in Deception Bay West, Queensland.
In an exclusive interview with Joel Kleber, Jack breaks down how his sales skills gave him an edge, why he loves the work, how he handles objections, and the real value behind working under the Jim’s brand.
If you’re on the fence about joining a franchise, Jack’s experience is the real deal.
Why Jack Walked Away from a High-Paying Job
Prior to starting his own business, Jack was a sales manager at a major retail company, where he was earning a very comfortable living.
But despite the great pay and team, the long hours and constant weekend work started to wear on him.
“Money was great, team was great, that was all fantastic. But it was working every weekend and big hours sometimes,” Jack explains.
“I sort of started looking elsewhere for a bit more control, especially regarding building work around my life as opposed to building my life around work.”
The idea of starting a Jim’s Mowing franchise had been a “passing hope” for Jack in the past, but when the opportunity presented itself, he decided to take the leap.
As he puts it, “when push came to shove, it was like, ‘Well, actually I might actually check it out.’“
“Build Work Around My Life” — The Lifestyle Motivation Behind Joining Jim’s Mowing
For Jack, the lifestyle benefits of running his own franchise were a major draw.
Instead of being chained to a desk or stuck in a retail environment, he now has the freedom to structure his workday and schedule around his personal life.
“Being able to just schedule my work or work my business around having time off has been awesome,” he says.
“Being able to choose my customers has been a big advantage as well. I can at least filter that a little bit and choose the work I want to take and build the business around my life, and my work around my life as opposed to the opposite.“
This level of control and flexibility is a far cry from his previous corporate job, where taking time off required “jumping through hoops” and careful planning.
Now, Jack can easily rearrange his schedule to accommodate personal commitments or just take a break when he needs it.
Jim’s Mowing: First-Hand Tips on Quoting, Client Selection, and Premium Pricing
When it comes to running his franchise, Jack has taken a strategic, quality-focused approach from the very beginning.
Rather than chasing volume at the expense of profitability, he’s intentionally kept his client base smaller and more selective.
“I was always focused on quality over quantity in regards to what my business looked like,” he explains.
“Even before I started, as soon as I got my ABN (Australian Business Number), I was on LMCA (Lawn Mowing Contractors Australia) and listening to podcasts like Luke Smith’s, just absorbing as much information as I could about where not to stuff up.”
One of the key lessons Jack took to heart was the importance of “getting that right client” and “working for more, not for less.”
Instead of racing to the bottom on pricing, he’s positioned his services as a premium offering.
- Jack has around 35-40 regular clients, with varying service frequencies and package options.
- His focus is primarily on mowing and hedging, with some additional gardening work.
- He charges a higher rate for a “complete package” that includes product application and more frequent visits.
- For a large 12,000 square meter property, he charges a premium to provide comprehensive maintenance every 6 weeks.
By taking this selective, value-based approach, Jack has been able to earn just as much as he did in his previous sales manager role — all while working about half the hours.
Using Sales Psychology to Grow a Successful Jim’s Mowing Business
Jack’s background in sales has given him a major advantage in building his franchise.
His ability to quickly establish rapport, identify customer needs, and position his services as a premium offering has been instrumental to his success.
“Being able to go in there with the ‘fake it till you make it’ sort of confidence, not that I did anything that wasn’t genuine, but that helps with sales,” he explains.
“You’re going into trying to engage with people that don’t necessarily have their walls down, so being able to build quick rapport with clients over the phone or in person when I go and do a quote or even when I’m at events like BNI (Business Network International), that quick rapport building and finding opportunity to sort of get myself in there was planting an idea, which is really the most consequential thing you can do.”
One of Jack’s key sales tactics is leading with an observational opener that has nothing to do with business.
Instead of the typical “How can I help you today?“, he’ll make a casual comment about something he notices, like the customer’s car or a sports team flag in their yard.
“Getting someone’s attention is the best thing you can do,” he says.
“Whether it’s me coming to do a quote or someone shopping at a store or a dealership or whatever it is, getting someone’s attention is the best thing you can do and I want to be the one that got their attention so they listen to me and what I say as opposed to someone who just turns up, does a quote, and leaves and doesn’t have any sort of meaningful interaction beyond the transaction that might occur.”
From there, Jack focuses on value-selling rather than just quoting a price.
He’ll highlight the specific benefits of his services and how they solve the customer’s problems, rather than just listing the costs.
This helps him overcome price objections and position his offerings as a premium solution.
Managing Price Objections with Real Value-Based Selling
When it comes to dealing with price-conscious customers, Jack takes a firm but fair approach.
He knows his quotes are on the higher end compared to some competitors, but he’s upfront about the reasons why.
“I always go in the beginning from a point of being a premium service,” he explains.
“My quotes are high, my conversion rate is lower than what even other Jim’s Mowing franchises might have, and that’s intentional. It’s all about quality over quantity.”
Rather than just quoting a price, Jack focuses on highlighting the value his services provide.
He’ll walk the customer through exactly what’s included, from the frequency of mowing to the application of specialized products.
The goal is to shift the conversation away from just the bottom-line cost and towards the tangible benefits the customer will receive.
For example, Jack might point out how his lawn care package will keep pesky weeds and bindis out of the customer’s yard, making it safer and more enjoyable for their kids to play.
By connecting his services to real-world outcomes, he’s able to justify the higher price point.
“When it comes to grass, it could be as simple as, ‘You don’t want bindies in the grass when your kids go out to play,’” he says.
“And then you just work it all in together and have a sales process that helps you show the value of whatever service you’re trying to sell, essentially.”
The Power of Product Knowledge & Horticulture Certifications
Another key advantage Jack has leveraged is his commitment to expanding his product knowledge and horticultural expertise.
While he came into the franchise with a strong sales background, he recognized the importance of truly understanding the technical side of the business as well.
“Jumping on it and just trying to absorb as much as you can — what are the types of grasses, what do you got to look out for, what needs are there, what products are there, how do you solve problems — that’s the most important one,” he says.
“How do you solve problems that customers have, and how do you help your clients identify that there are problems, but you can’t do that unless you know the underlying knowledge.”
That’s why Jack decided to pursue a Certificate III in Horticulture through the Jim’s training program.
By broadening his expertise, he’s able to provide a higher level of service and position himself as a true lawn and garden specialist.
The difference this makes is clear when comparing franchises.
As Jack notes, the Jim’s Mowing operators who have horticulture certifications tend to have more successful, higher-earning businesses compared to those who don’t.
- Jack’s commercial-grade equipment includes a Still handheld tool and a Bush Ranger 110AS self-propelled mower.
- He also utilizes a couple of domestic ride-on mowers, including a 42-inch zero-turn model.
- Looking ahead, Jack is considering upgrading to a 32-inch stand-on mower or a Walker mower to handle larger properties.
Overcoming Early Setbacks & Challenges
Of course, starting a new business isn’t without its challenges, and Jack has faced his fair share.
One of the biggest hurdles was getting the right equipment and vehicle set up for the franchise.
“In the beginning, I was borrowing my sister-in-law’s ute,” he explains.
“Then I managed to get secure finance to get a new ute dedicated to the business, which took some relationships with a car dealership and commercial finance broker.”
Cash flow management was another early struggle, especially as a brand-new franchise without an existing client base.
Learning how to handle late payments, non-payers, and debt collectors was a steep learning curve.
The physical demands of the work were also an adjustment, with Jack having to adapt to using muscles he hadn’t utilized in his previous desk job.
Conditions like trigger finger from operating trimmers all day were new obstacles he had to overcome.
“It definitely puts me in a better position moving forward,” he says of navigating these early challenges.
“And the reality is, in any profession, you’ve got your pros and your cons, and managing your physical health is an important one of these.”
The Power of Networking & Referrals Through BNI
One of the key strategies Jack has used to grow his franchise is actively networking through his local BNI (Business Networking International) chapter.
He credits this as the “single biggest driver of work” for his business, even more so than the leads generated through the Jim’s system.
“It’s been amazing,” he says.
“There is a cost to join, but the way I look at it is I got one client from that directly who pays for it, and more. It’s an immediate ROI.”
Beyond the direct client referrals, Jack has also found immense value in the relationships he’s built through BNI.
Not only has it connected him with potential customers, but it’s also provided a valuable support network of fellow small business owners who can offer advice and recommendations.
“You meet a lot of people through BNI, not even just the people in your specific group, but there are visitors, there are other chapters, there are so many people who you can engage with, create relationships with, and get ongoing work from,” he explains.
“For me, that’s been the biggest, the single biggest driver of work as opposed to, like, the Jim’s systems.”
Final Verdict: Did the Business Live Up to the Hype?
Overall, Jack’s experience with his Jim’s Mowing franchise has exceeded his initial expectations.
Not only is he earning just as much, if not more than, he did in his previous corporate role, but he’s doing it while working about half the hours.
“I’m making at least as much as I did in my sales manager role, which was really well paid,” he says.
“And if we’re talking about hourly rate or how much I make a day, it’s a lot more than I was getting in employment.”
But beyond the financial benefits, Jack has also found immense value in the lifestyle freedom and control that running his own business provides.
He can easily rearrange his schedule to accommodate personal commitments, and he takes pride in the tangible results of his work.
“There’s nothing like doing a lawn and just turning around and being like, ‘Gee, I did a good job,’” he says.
“Whether it’s doing a hedge, mowing grass, weeding a garden, it’s got a very immediate result, which is awesome.”
For anyone considering making the leap to a franchise like Jim’s Mowing, Jack’s story is a testament to the real potential that exists.
With the right mindset, skills, and strategic approach, the freedom and financial rewards of business ownership are well within reach.
To learn more about Jim’s Mowing and explore franchise opportunities, visit jims.net/own-a-franchise or call 131 546.