In the commercial snow industry, the end of winter isn't a finish line; it is the strategic launchpad for the next sales cycle. But clients often delay signing until the first flake falls; but this "wait-and-see" approach creates unnecessary risk and degrades operational efficiency. For the contractor, securing "ink on paper" early is the difference between a controlled season and a high-stakes scramble.
For Bob Young, CSP, owner of K.E.Y. Property Services in Palmer, MA, the renewal process begins immediately after the season ends with a formal review. By asking clients "what went right, what went wrong, and what can we change/do better next season," he transitions the vendor relationship into a strategic partnership.
"This meeting is the precursor to having the customer sign early. We identify issues, find the solution, monetize a new proposal and get them to sign," Young says. For a small operation, these early commitments are foundational to logistical planning: "Getting the customer to sign early...allows me to plan potential cash flow and to allocate existing equipment and plan for any additional equipment or resources I may need." Furthermore, he uses early renewals to hedge against market volatility, noting that: "With manufactured salt shortages and price gouging, I am able to reasonably guarantee holding my prices for commodities."
To move the needle with a client, you must frame early signing as a form of operational insurance. William Moore, ASM, President of Executive Property Maintenance in Plymouth, MI, says early commitments allow him to earmark deicer quantities for a client's property — a critical advantage during supply chain disruptions.
"Early signers are guaranteed priority access to materials and uninterrupted service during severe weather," Moore says. He is equally transparent about the risks of waiting, warning that: "Delayed sign-ups risk limited salt allocation, potential service delays, or removal from our active service list if supply becomes critically constrained. Early signing ensures preparedness, reliability, and peace of mind throughout the winter season."
Similarly, Andrew Pelkey, owner and COO of North Point Outdoors, in Derry, NH, utilizes account managers to reinforce this message. Their role is to convey that "timely signing is essential for us to properly prepare, securing equipment, staffing, and planning, to deliver the high level of service our clients expect and we take pride in providing."
Despite proactive efforts, some clients are still going to wait until snow is in the forecast to commit.
When client education fails, some contractors utilize "time constraints" to drive decision-making, either through higher rates or even rescinding the proposal. According to Young, clients who wait until October or November often pay a 20% to 40% premium just to secure a spot on the schedule.
Industry consultant Rick Kier, CSP, suggests that including these consequences directly in the contract can empower property managers to push for approval. "If they see 'rates change after X date' in the contract, they can pass it onto decision-makers to see what's going to happen if they don't sign by that date," he says. Ultimately, Kier says contractors should negotiate multi-year contracts to provide "stability for both parties."
Success often comes down to how easy you are to work with. Pelkey says North Point Outdoors streamlines the process by bundling snow services with landscape maintenance for new clients. For renewals, they deliver contracts by August or September to give them "ample time to review, ask questions, and commit before the fall rush."
Jonathan Crandall, CSP, chief visionary of Danvers, MA-based JC Grounds Management, says that relationship-building and administrative persistence — not just incentives — are what get the job done. Delivering proposals in person "to talk through any changes is important and adapting as much as possible to satisfy all involved."
He likens a smooth renewal to the ease of an Amazon purchase — it's quick, easy and usually hassle-free. "Some customers are not going to get it done no matter what. But the more you can do to make it as easy as possible for them, the better."
Cheryl Higley is Director of Education and Content for SIMA. Email her at cheryl@sima.org.