How to win over the ones making decisions

The horticulture industry isn’t just about growing plants. Some of the real power players are behind the scenes – the decision-makers who control contracts, greenlight vendors and determine who gets the deal and who gets the door.

In her high-energy session “Winning Business: How Decision Makers Choose Service Providers” at the most recent Cultivate event, Heather Ruiz, vice president of HR at Natura, pulled back the curtain on what these influential figures are really looking for and how to earn their trust, win their attention and keep their business.

In the world of landscaping and plantscaping, it’s not just about pretty pots and pristine patios. It’s about performance, professionalism and proof. Decision-makers aren’t guessing. They’re calculating. These are the facilities directors, property managers, real estate executives, architects and owners who carry the responsibility, and the risk, of every partnership they approve. They’re not picking favorites. They’re picking wisely.

Ruiz emphasized that key decision- makers aren’t just anyone in the room. They’re the ones holding the authority and accountability. They sign the checks, but more importantly, they shoulder the outcome. If a project goes south, the finger often points at them. That’s why their choices are driven by trust, data and demonstrated value, not charm and chance.

So how do you win them over? Ruiz laid it out clearly: Know your audience. Facilities directors are focused on reliability. They want to know that service schedules are tight, crews show up and nothing falls through the cracks. Real estate and construction directors crave execution confidence. They’re managing multiple moving parts and need assurance you won’t be the one slowing down the train. Property managers care deeply about tenant satisfaction. Happy tenants renew leases.

If your services enhance the space and make their job easier, you’re a win. Architects want aesthetic alignment. They’re protecting a vision and your work needs to match their creative intent.

And up at the top, CEOs, COOs and owners want strategic alignment. They’re not just asking “Does it look good?” They’re asking “Does this investment support our mission, our image and our long-term goals?”

To meet these varied needs, you have to speak each stakeholder’s language – and bring receipts. “Decision-makers want data,” Ruiz reminded everyone. “They want success stories. They want to see exactly what they’re getting and understand the risk if they don’t choose you.”

Generic promises and vague claims won’t cut it. You need case studies, client testimonials, timelines and KPIs. Spell out the value and shine a light on the results.

And don’t just talk, remember to listen. Understanding what each decision- maker values isn’t about guessing, it’s about asking the right questions early and tailoring your pitch accordingly. Are they looking to boost curb appeal? Lower maintenance costs? Impress investors? Retain long-term tenants? Your ability to mirror those priorities in your approach shows professionalism and that builds confidence.

Ruiz also stressed that consistency beats flashiness every time. A slick proposal means nothing if your service delivery fizzles. From day one, be the team that follows through, shows up on time, communicates clearly and handles issues before they escalate. Those are the qualities that keep vendors in good standing and on the roster.

Another pro tip? Stop selling services. Start solving problems. Position yourself not just as a provider, but as a partner. The more you align your value proposition with the client’s broader business goals, the stronger your case. Are you helping boost brand image? Simplifying operations? Enhancing employee experience? That’s where the real impact lies and that’s what decision-makers want to hear.

In the end, Ruiz’s message was all about mindset. Winning business in today’s competitive landscape isn’t about pushing harder. It’s about understanding deeper. Know what your clients care about. Show them how you support their success. And back it all up with results that are hard to ignore.

Because when it comes to decision- makers, the difference between getting the gig or getting ghosted comes down to one thing: confidence. If you can deliver that clearly, consistently and compellingly you’re not just chasing contracts. You’re building relationships that last.

by Enrico Villamaino