Firstly, I would suggest your client conduct a customer survey to understand why they are struggling to close deals with their clients. The survey should include questions such as:

– What factors do you consider when choosing a landscaping provider?
– How do you evaluate different providers?
– What are the most important features or benefits you look for in a provider?
– What are the key reasons why you did not choose our company?

This information will help your client better understand their customers and why they are losing business.

Next, I would recommend your client strengthen their brand image and messaging. They should focus on communicating their unique value proposition and differentiators compared to their competitors. This can be achieved through consistent branding across all touchpoints, including their website, social media, and marketing materials.

Your client can also consider implementing a referral program to incentivize current clients to refer new business. They can offer discounts or other incentives for referrals that result in closed deals.

In terms of frameworks, your client can look into the AIDA model (Attention, Interest, Desire, Action), which can guide them in crafting their messaging and sales pitch. Another framework to consider is the SPIN Selling model, which helps salespeople ask questions to uncover a customer’s needs and pain points, and then align their offering to those needs.

Overall, I recommend that your client focus on better understanding their customers, strengthening their messaging and branding, and implementing a referral program to increase their chances of closing more deals.