Everything You Need to Know About the LCR Summit Louisville

We are getting ready for the Equip Expo and LCR Summit! In this episode, Paul gives you a rundown of all the events and shares some insights from Naylor Taliaferro on the LCR Summit. 🎟️ LCR Summit: https://www.lcrmedianetwork.com/ 🎟️ Equip Expo 👉 Save 50% off Equip Expo Ticket w/ Promo Code PAUL: Register Here https://go.equipexposition.com/promocode-paul 📚 Level Up Your Money (New Release) 👉 Get Your Paperback Copy! https://pauljamison.org/book 🎧 Level Up Your Money (Audiobook) 👉 Listen on Audible https://pauljamison.org/audiobook 📲 Connect with Paul - Visit Official Website https://www.thepauljamison.com/ 🛠️ Paul's Recommended Tools & Professionals Try the CRM Jobber - Click Here https://pauljamison.org/Jobber 📞 CallRail – Track where your leads are coming from: callrail.com https://partners.callrail.com/cc4gs529efdp 📚 The Landscaping Bookkeeper – Know your numbers, stress less: thelandscapingbookkeeper.com https://thelandscapingbookkeeper.com/ The Lawn Care Bootcamp - Click Here https://pauljamison.org/bootcamp 📈 Lawn Care Launch: Click Here https://thelandscapingbookkeeper.com/lawn-care-launch (new program for business owners) 🌐 Footbridge Media – Get a pro lawn care website: footbridgemedia.com https://www.footbridgemedia.com/paul-jamison?ref=pauljamison 📦 Business-Building Resources by Paul Price Increase Letter Template https://www.thepauljamison.com/resource_redirect/landing_pages/2150230978 Contract Templates https://www.thepauljamison.com/resource_redirect/landing_pages/2150230978 📚 Paul's Most Popular Business Books How to Build a Thriving Lawn Care Business: Buy on Amazon https://www.amazon.com/dp/B0D4K835L4 Cut That Grass and Make That Cash: Buy on Amazon https://www.amazon.com/dp/B08SP7MQ13

• 0:00Speaker 00

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• 0:31Speaker 01

  Hello and welcome to the Green Industry Podcast, your go-to guide for building a more profitable and thriving lawn care and landscaping business. Your host, Paul Jameson, is the author of five bestselling books, including Cut That Grass and Make That Cash and his latest, Level Up Your Money, all available on Amazon and Audible. Now get ready for more expert insights and practical strategies to boost your business and level up your life. Here's Paul Jameson.

• 1:06Speaker 00

  Welcome back to the show. I am Paul Jameson down here in rainy Florida. They call it the sunshine state and you move down here and you find out it ain't really a sunshine state. Some clever marketing out of them folks down here in Florida. Well, anyway, today on the program, we're going to talk about everything you need to know about the LCR Summit Louisville 2026. My friend Naylor, he has figured out his wheelhouse in life, what he gets excited doing when he gets his juices flowing and that's serving people at live events. He is so good at it. And he is hosting his next live event on the week of Equip Expo.

• 1:47Speaker 00

  However, it's the Monday and Tuesday before Equip actually gets going. And he's going to be doing his LCR Summit, which LCR stands for Lawn Care Rookie. When Naylor started on YouTube back in the day, he put his YouTube channel as the Lawn Care Rookie. And I found him, the algorithm found him for me and connected me to Naylor's videos because I was a lawn care rookie myself. The time he was, we basically started our businesses literally at the same time. And so I was watching his videos on YouTube and I was learning about route density. And I was just kind of seeing how he does things, what kind of mowers he was using,

• 2:28Speaker 00

  how he was running his business, his, his shop, his trailers, everything. I learned a lot from Naylor and I would make comments and say in the comments, like, you know, nice foot, nice video, Rook or whatever. And after seeing my, you know, complimentary, you know, positive comments over time, I guess he kind of noticed me perhaps, I don't know. And then we connected with a group of other entrepreneurs and, you know, John Payjack and Caleb Allman, a handful of others who started, you know, chit chatting here and there. And then I went to Equip in 2017 for the very first time and I got to meet Naylor in person,

• 3:10Speaker 00

  which was super cool. I mean, I already felt like I knew him because I watched so many of his YouTube videos. But he had his rally event back then at the mega caverns and we met and it was really cool. And so since then, I've gotten to get to know Naylor better and better. And we've laughed so much, you know, hanging out in person. He's just a funny guy. But his passion in life, what he's really good at is networking. Like he's, he's, he's good at bringing people together and helping create atmospheres and environments where special things happen. And there's so many examples of that.

• 3:51Speaker 00

  I mentioned he used to host an event called the Rally, did it for 10 years and that was awesome. And then he does the morning show at Equip Expo, which is a big podcast we do every year at the Equip Expo, which is nice. But he also has his own events where it's just, he puts it all together. And his next one is coming up is called LCR Summit, Lawn Care Rookie Summit in Louisville, Kentucky. So on today's program, I want to preview that event and get you all the details that you need to know. And then share with you what I'll be sharing at that event because I'm going to be one of the speakers and I'm going to be talking about social media and how to actually make money off social media.

• 4:33Speaker 00

  Really excited to be sharing that. So what is LCR Summit? This is an event that it's going to help you with every basically stage of growing your business. Naylor has assembled a lineup of people that have various sizes of businesses so that the, the teachers can teach us for no matter what stage of business we're in, there'll be an answer there. So we're going to be talking about how to price your services better for making more money. A lot of lawn care business owners are greatly underpriced and they don't even realize it.

• 5:15Speaker 00

  And so John Payjack is going to be one of the speakers this year. And he's going to be taking us, you know, really deep into what it means to know our numbers. Naylor is going to be sharing a lot about marketing so that you get better customers. So by the end of the event, you're going to, you're going to have a personalized blueprint, marketing plan for how we can go out there, identify and then attract better customers, how to raise our prices and not just raise our prices. That's going to be like the ultimate outcome. You're going to realize, okay, I need to raise my prices, but moving forward, but understanding why we need to price our services at the price we need to price them at so that we can make more money.

• 5:59Speaker 00

  We're going to be talking about time management so that you're not exhausted every day. And that's one of Naylor's key components to this event is so many guys are exhausted and you're running your business and your family's getting your leftovers instead of the best of you. And Naylor is going to be teaching us some time management tips. We're going to be covering hiring. How do you hire your first employee? How do you hire multiple employees? How do you promote your first crew leader? How do you go through that progression of going from you just out there cutting that grass, making that cash to now this crazy responsibility of paying an employee?

• 6:42Speaker 00

  And, and now you're, you know, you're, you're in the big leagues. How do you do it the right way? How do you pay them the right way? How do you have enough money to pay them? We're going to be covered all of that. And how to, how to communicate better with our customers. There's a speaker that's going to be there. His name's Eric Triplet and he is so good at sales. Now he's selling what they would call high ticket, which, which means a high premium price for his services because he builds koi ponds. So it's different than mowing, you know, Mrs. Smith's grass for $75 versus Eric Triplet, you know, doing a $200,000 backyard koi pond

• 7:28Speaker 00

  creation of this beautiful oasis in someone's backyard in Southern California. But the principles that Eric's going to teach us about communication, I mean, everything down to the questions you ask your customers, how you interact with your customers, how you communicate so that you can close quotes with confidence, like confidence, it's not something we have naturally. It really isn't. I don't think. I think we get confidence by doing something over and over again. So some of you know that I like to golf, right? And I was out there recently and I had some pressure putts. They were three foot, four foot putts, which isn't that far away from the hole.

• 8:13Speaker 00

  You're thinking, you know, if the ball is only four feet away from the hole, I could just kick it in the hole, Paul. Like what's a, what's the big deal about a four foot putt in golf? Well, when you're on the 17th hole and you're down by two, which was my exact circumstance, and you're nervous and everyone's watching you and because I'm a content creator, I got, I got camera people out there filming me. And anyway, I had confidence because I had practiced these four footers and I pretended there was pressure out on the practice screen. But I was like, I'm going to, I'm going to line it up. I'm going to know where I'm aiming and I'm going to take a nice confident putting stroke here and this ball is going to go in the back of the cup. And so I was on the 17th hole. I got up, lined it up. I was like, okay,

• 8:56Speaker 00

  I'm going to do a nice little exhale breath before I putt it. So I'm not all tense and I'm going to put a nice committed stroke on this golf ball and I drained the putt. So I ended up still losing. Long story short, the guy was playing with Johnny. He chipped in on the last hole to beat me, but I had confidence over that three foot putt. Do you have confidence that you're going to close the quote at your high price to your customer? Well, Eric Triplet has, has confidence because he knows, he knows the psychology of selling. He knows what to say. He knows how to set everything up. So the customer is going to be in a place where they're, you know, going to have the best

• 9:37Speaker 00

  chances of saying yes to your high, I mean reasonable price, but, but, but, but premium price for your service. So anyway, we're going to be covering all of that. I'm going to be there talking on this concept of social media. So many people waste their time on social media as scrollers. And it's honestly, it's very easy to do. I mean, there's countless times in my life when I would just, let's say I'm laying down on the couch and I get my phone out and you open an app and you watch a video and then you watch another video and then you watch another video.

• 10:20Speaker 00

  And it's like, um, you're glued to your phone and you're scrolling and you can't stop. Well, that's a waste of our opportunities in life and time. That's time you can't get back. And in many ways, it's like, uh, it's making our brain cells corrupted where transformation happens through the renewing of the mind. How do you, how do you get transformed? How do you, how do you transform your health? How do you transform your finances? How do you transform your relationships? How do you transform your business? It starts with the renewal of our mind.

• 11:02Speaker 00

  We get new thoughts, better thoughts in our mind, cleaner thoughts in our mind, more strategic thoughts in our mind. And when our mind gets renewed, then our actions follow. Our actions are going to follow what's in our mind every single time.

• 11:23Speaker 02

  Lawn care and landscaping pros, listen up. If you're tired of guessing your way through pricing, marketing, hiring and sales, this is your wake up call.

• 11:33Speaker 01

  The LCR Summit hits downtown Louisville, October 19th and 20th at the Galt House. The same week as a quip and it's going to change the way you run your business forever. This is not another sit and listen event. It's two full days of hands-on workshops from leaders who've actually built what you're trying to build. Naylor Talia Farrow shows you how to generate better leads through smarter marketing. Paul Jamison teaches content that converts. John Payjack breaks down your numbers so you'll stop working for cheap. Eric Triplet, the pond digger reveals how he built a multimillion dollar business making more money with less work. Plus you'll have a surprise guest speaker.

• 12:13Speaker 01

  Add in live Q and A panels, powerful networking and an exclusive VIP dinner with all the speakers when you purchase at the platinum level. Grab tickets and info at LCR summit.com or just tap the link in the podcast description. That's LCR summit.com. Stop guessing, start growing. Build the business you've always imagined at the LCR summit.

• 12:39Speaker 00

  Have you ever felt like you're drowning in scattered quotes, schedules and chasing payments that never come easy? I've been there with you. I used to be a chuck in the truck, completely disorganized and constantly chasing payments. But then I started using Jobber back in 2019 and it was a complete game changer for my business. Still using it today. I love it and recommend it to all my coaching clients. Now Jobber is an all-in-one business app slash software where you can store customer information, send quotes and invoices, schedule your appointments and even collect payments. Best of all, you know, I talk about this a lot on the podcast. You can save a credit card on file for automatic and hassle-free payments.

• 13:23Speaker 00

  No more awkward follow-ups or lost money. You ready to simplify your business operations? Check the link in the show notes and use my special Jobber link and try it for free. You won't look back. We're going to think about something, we're going to think about something, we're going to think about something, we're going to think about something, then we're going to act on those thoughts.

• 13:43Speaker 00

  And so a lot of people have raggedy thinking. There's a, I forget who originally said it. Um, I mean, you probably honestly go back to Jesus as saying it in some way, shape or form, but basically like what everyone else, what everyone's doing, the majority, the majority is typically wrong. And so just do the opposite of what the majority is doing, right? Like financially, what's the majority doing? They're going out there and they're getting a car payment. Uh, and I, I had to go to the car dealership recently and it was so sad because I, I went there to get my car repaired. And I, I was just observing all of these people coming in and getting suckered in to get a car payment on their new car and all this stuff. And I was like, I just wanted to go over to the table.

• 14:27Speaker 00

  It would have been inappropriate, but the salesperson's over there and I, you know, I see this mom with her kids dangled all over and they're like, just, uh, I'm hearing the conversations. I just wanted to go over there and be like, woman, just run out in the parking lot and go far away from this place. They're going to rip you off. But anyway, with the majority of people, how the majority of people manage their money? And majority of people are broke.

• 14:48Speaker 00

  But then there's people over here that manage their money a certain way and they're, they're prosperous. So what's, anyway, I say all that to say the majority is usually wrong. Do the opposite of what the majority is doing. But in order, my point in all of that, all right? And then Jesus said that the way to heaven's narrow, the path is difficult and only if you find it. But the, the path to hell is wide. The, the way to destruction, it's, it's easy. That, that path is easy and most people are going on that path. That, that's why I said Jesus probably originally said the thing about the difficult, you know, the, the majority, the minority do things one way, but the majority do things the other way. Well, anyway, in business, here's my point. Most small businesses fail.

• 15:33Speaker 00

  Most of them. If you, if you line up a hundred people, they go out there and start a lawn care business, hundred lawn care businesses, they start today. Well, check back in in the two years, out of those hundred, you know, most of them are still going to be going, but most of them are going to be in debt and they're going to be underpriced. They're going to be robbing Peter to pay Paul and they're going to be, they're, they're just, they're getting deeper and deeper into this hole. And then you check back in five years and a lot of them went out of business. A lot of them went on to something else. And then the ones that are still operating are in what we call survival mode. They're, they're just, they're just, uh, if you've ever seen someone like treading water

• 16:16Speaker 00

  and they're about to drown and they just keep coming up like for, for breath, like trying to, trying to survive. It's like, and that's how they're running their business. And then there's a very, very few that are dialed in and they are very profitable. I, I share about my friend Jonathan Potoshnik. He runs a very successful lawn business in Dallas called City Turf. And he's got all the systems in place. He's got, you know, for the majority of his employees, he's got the right people on his staff and they're doing the right things. So this, this thing's this well-oiled machine, making millions of dollars of profit and have been for years. And, but those businesses are rare.

• 16:59Speaker 00

  Right? Out of a hundred businesses, less than 1% are going to turn out like Jonathan Potoshnik. And you don't have to have the size of business he does. He has 12, 13,000 customers, which is just wild. You don't have to have a that big of a business, but you can establish the systems, these thought processes to run your business the right way. So if you're saying, I need better employees. I need more leads. I need to understand my numbers. I need to stop undercharging. I need to have a better turnaround time on getting my estimates to my hot leads.

• 17:43Speaker 00

  I need to have better systems. I need to stop wearing all the hats and doing everything myself. I need better follow-through. All right. I need to stop working on so many Saturdays and Sundays and evenings. I need to know, should I scale my business? Should I stay where I'm at? Should I just be one crew like Jason Creel, who will be one of the speakers? Or should I go big like, um, Charles Nelson, who will be one of the speakers who has a larger company? Well, if all that sounds familiar, I want to encourage you to check out this event. Again, it's called LCR Summit and it's the place where, um, I'll be speaking, Eric Triplet

• 18:24Speaker 00

  will be speaking, Jason Creel will be speaking, John Payjack, Naylor's going to be there. And we're going to cover pricing, profits, knowing your numbers, how to market, how to do sales and follow-up that will help you get better work, how to hire, retain, lead your employees, how to get your systems, operations, scheduling, delegation in place, how you as the owner handle your time management, your energy flow. And I can't encourage you enough to, to, to be there. So I'm going to put the link in the show notes. Um, you can get half off your ticket with the promo code Paul. And again, I'm going to be doing a whole session on social media.

• 19:07Speaker 00

  I'm going to teach you the various ways you can make money on social media, what accounts you should be, um, having, you know, like on a Facebook page and an Instagram page and, and Google business profile and how to get those set up and how to get into a rhythm of uploading, um, both quality and quantity of content to those platforms and actually turn that into people paying you money. We're going to, we're going to talk all about that. Um, so content that converts.

• 19:38Speaker 00

  I mentioned earlier, people scroll, scroll, scroll. That doesn't lead to any money. That's just, that's just, it's a time vampire stealing your destiny. But what if instead of being a consumer on social media, you were a creator?

• 19:55Speaker 00

  And you have content that converts, that gets you better quality leads for your business and your ideal customers, you're, you're attracting them through Facebook, through your Google business profile, through Instagram. How do you make better content on social media? Most, most people's content is pathetic. How do you make good content? I'm going to be sharing all my secrets. I literally, if you've been there before, you know, I don't hold anything back. And we do a Q and A where you can ask me any question you want about social media. I mean, this is, this is it. So I hope you'll join us. It's at the Galt House on Monday, October 19th and Tuesday, October 20th. I would, uh, you know, suggest getting into town Sunday night.

• 20:41Speaker 00

  And then it's an all-day event Monday, uh, kind of like a nine to five event at the LCR Summit at the Galt House, all-day event, Tuesday, nine to five. Um, and then, you know, Tuesday afterwards, of course, uh, there's the big, um, meetup at Merle's Whiskey Kitchen with Mitchell Gordy. And then, um, at the, um, the Churchill Downs, there is the, um, opening reception, uh, which is, uh, food, drink, fun, fellowship there with, um, the equip expo kicking off officially at Churchill Downs on that Tuesday evening. So anyway, those are all the details. Uh, don't pay full price for your LCR summit ticket. Uh, you can save half off your ticket with the promotional code Paul when you're, when

• 21:24Speaker 00

  you're registering and it asks for a promo code, just type in Paul and you'll get half off of that. Well, thanks for listening to today's program and I hope to catch you on the next one.

• 21:53Speaker 01

  Hey, it's Marty, producer of the Green Industry Podcast. This episode is over, but check the episode notes for links to products and services that you heard about during the episode and thanks for listening.