We’ve all had that customer.
The project looked good. The work was there. You said yes.
And somewhere along the way, you realized:
We should never have taken this job.
Maybe expectations never lined up. Maybe the margins disappeared. Maybe your team spent twice as much time managing the customer as they did doing the work.
Whatever the reason, you knew one thing:
You didn’t want another customer like that.
So, who do you want more of?
And just as importantly:
Who is your ideal customer — and who is NOT?
Is word of mouth bringing you more customers — or more of the RIGHT customers?
Because you don’t need to market to everyone.
You need to know who values what you do, who fits the way your company works and which projects make sense for your business.
And the people referring you need to know that too.
This isn’t Marketing 101.
It’s two days away from the day-to-day to work ON YOUR BUSINESS— getting clearer about who you work for, what you sell, how you sell it and how the right work finds you.
Two Days to Work ON Your Business
Join fellow Landscape Ontario business owners at Deerhurst Resort for a hands-on Peer to Peer experience facilitated by WMCco.
Over two days, we’ll take one big question:
Who is the right customer for your business? Then follow it through four connected parts of your business.
01 | THE AUDIENCE MAP
Who is your ideal customer — and who is NOT?
Get clear on exactly who you’re for, what they actually need to hear and how to say it in a way that makes the right person stop and think:
“This is exactly what I’m looking for.”
You’ll build a clear, specific picture of your ideal customer (their language, their fears, their triggers) and how to use that understanding in what you offer, how you communicate and the sales conversations you have.
Then we’ll look at the other side:
What are the signs that a customer, project or opportunity isn’t right for your business?
Because knowing who to say no to can be just as valuable as knowing who to say yes to.
YOU’LL WALK AWAY WITH:
A clear picture of your ideal customer, what matters to them and how to speak to them — plus a better understanding of who isn’t the right fit for your business.
02 | THE OFFER BLUEPRINT
Can you explain what you’re selling in one sentence?
You’ve spent years building experience, developing processes and figuring out what works.
Now take what’s currently living in your head — your experience, your process and your results — and turn it into an offer that’s clear, packaged and easy for the right customer to understand.
No more 45-minute explanations.
Get clearer about what you do, who it’s for and how to communicate its value so you can deliver it consistently and price it with confidence.
YOU’LL WALK AWAY WITH:
An offer you can explain in one sentence, deliver consistently and price with confidence.
03 | SELL LIKE YOU
No scripts. No pressure. No becoming “a salesperson.”
Build a sales process that actually feels like you.
No high-pressure framework. No awkward script you dread using.
Instead, develop a repeatable way to have sales conversations that helps you understand the customer, determine whether there’s a fit and confidently move the right opportunities forward.
And you won’t just talk about it.
You’ll practise it live.
You’ll walk away with a sales rhythm you can use, and the confidence to actually use it.
04 | BUDDY UP
Make word of mouth work harder.
If referrals helped build your business, we’re not going to tell you to stop relying on them.
We’re going to help you get more intentional about them.
Identify the right local partners — builders, architects, real estate professionals and others who already work with your ideal customers.
Learn how to approach those partners and turn strong B2B relationships into a more consistent source of the kinds of jobs you actually want.
Because a great referral isn’t just:
“Call these guys. They’re good.”
It’s someone who understands your business well enough to know exactly who they should send your way — and who they shouldn’t.
YOU’LL WALK AWAY WITH:
A structured process for attracting the right referral partners — and keeping them
This Isn’t Two Days of Sitting and Listening.
You’ll work on your business.
You’ll test ideas. Practice real conversations. Challenge assumptions. And learn alongside other landscape business owners who understand what it’s like to quote the job, manage the customer, lead the team, watch the margins — and occasionally wonder why on earth you said yes to that project.
That’s what makes Peer to Peer different.
The person with the best answer won’t always be at the front of the room.
Sometimes it’s the owner sitting beside you who’s already made the mistake you’re trying to avoid.
What Will You Leave With?
By the end of the Summit, you’ll be better equipped to answer:
- Who do we want more of?
- Who is NOT our customer?
- What are we really selling?
- Can we explain it simply?
- How do we sell it without feeling like we’re “selling”?
- Who should be referring business to us?
- Do they know exactly who to send?
Your business doesn’t need every customer. It needs more of the right ones.
The Peer to Peer Experience at Deerhurst
Step away from the office, the job site and the day-to-day.
Arrive Wednesday, November 11, get settled at Deerhurst Resort and be ready to start Thursday morning.
Your Summit experience includes two full days of facilitated programming and Peer to Peer discussion, with planned meals and refreshments throughout the event, including Thursday dinner and an evening campfire.
It’s time to learn, work on your business and have the conversations that don’t always happen when everyone is rushing back to the next job.
STAY AT DEERHURST
A limited Landscape Ontario room block is available for the nights of November 11 and 12.
Pavilion Guest Rooms or Lakeside One Bedroom Condo available
An 8% resort fee and applicable taxes are additional.
Group rate booking deadline: October 11, 2026.
Accommodation is booked separately with Deerhurst Resort. Identify yourself as part of the Landscape Ontario Horticultural group when reserving.
Book early. Rooms are limited.
BUILD A BUSINESS THAT SELLS ITSELF.
Know your customer. Know who isn’t. Build an offer they understand. Sell it your way. And get the right people talking about it.
Early Bird: $400 + HST until September 30
Regular: $500 + HST
