Rob Murray chats with Parke Kallenberg of Advanced Consulting Group about how landscapers can scale sustainably by focusing on capacity, profitability, and sales structure. Parke shares decades of experience, touching on systems, emotional intelligence, and how to build a strong, growth-ready team.
“When people say no, it’s not “no”—it’s K-N-O-W. They don’t know the value yet.” — Parke Kallenberg
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[00:00] Introduction
Rob Murray introduces the episode and welcomes Parke Kallenberg from Advanced Consulting Group.
[01:14] Parke’s Background in the Green Industry
Parke shares his career journey from Kim Lawn to Valleycrest and how he started Advanced Consulting.
[03:08] Opportunity vs. Capacity in Growth
Parke outlines the two key constraints holding landscape businesses back—opportunity and capacity—and why most owners overlook the latter.
[05:35] Cutting Unproductive Work
Why eliminating low-margin, low-value jobs is the key to freeing up capacity and growing profitably.
[07:15] Defining Scalable Work
The difference between scalable jobs and headaches—and how to spot the clients and projects that are worth keeping.
[09:23] Understanding Job Margins
Parke emphasizes the need for accurate job costing and explains why systems won’t fix flawed inputs.
[11:56] Moving Beyond Spreadsheets
Advice for transitioning from manual processes to professional software like LMN, Aspire, or BOSS—without making it harder than it needs to be.
[13:46] Custom Systems vs. Industry Software
The pros and cons of building your own system vs. using established tools—and the importance of team redundancy.
[16:43] AI in Landscaping
How forward-thinking companies are using AI for everything from research to field diagnostics—and the importance of maintaining critical thinking.
[20:31] Building a Sales Team from Within
What to look for in internal candidates, why EQ matters, and how to get out of the founder-led sales seat.
[24:53] Designing Smart Sales Compensation Plans
How to align incentives with company goals—beyond just revenue—by factoring in margin, client type, and relationship-building.
[30:15] The Role of EQ in Sales Success
Parke explains how emotional intelligence helps salespeople build trust with clients and crews—and why it’s a growth driver.
[33:39] Putting People First in Leadership
Why the best companies treat team members as internal customers and how leaders can start doing it daily.
[35:19] The Power of Saying No
Why "no" is a strategic growth move—and how knowing your value allows you to make better business decisions.
[37:13] Book Recommendation: Nuts!
Parke shares how the book about Southwest Airlines shaped his views on capacity, consistency, and company culture.
[39:06] How to Connect with Parke
Contact details for Advanced Consulting and why they’ll refer you to competitors if it’s a better fit.